How To Use Webinars Or Online Events To Promote Content

How To Use Webinars Or Online Events To Promote Content

Today’s challenge is about ensuring your content reaches and resonates with your target audience. Enter webinars and online events, potent tools that can breathe new life into your content promotion strategy.

These interactive platforms offer a dynamic way to engage with your audience and showcase your expertise.

However, to truly stand out in today’s competitive landscape, your approach must blend the tried-and-true methods with the unexpected. It’s not enough to follow the conventional playbook; you must infuse it with innovative ideas that leave a lasting impact.

In this blog post, we’ll explore how to harness the power of webinars and online events to promote your content effectively, combining the conventional and the unusual for outstanding results.

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How can webinars and online events help promote brand content?

Webinars and online events are potent tools in the arsenal of brand content promotion. These interactive platforms offer a direct channel to engage with your audience, foster brand awareness, and amplify your content’s reach.

By delivering valuable insights, educational sessions, or thought leadership discussions, webinars create opportunities to showcase your expertise and establish your brand’s authority. Moreover, they enable real-time engagement, allowing you to address audience questions and concerns on the spot, fostering a sense of connection and trust.

Online events, on the other hand, can serve as content-rich hubs, aggregating various resources, from webinars and workshops to downloadable materials and networking opportunities. This multifaceted approach not only caters to diverse audience preferences but also extends your content’s lifespan and impact.

The synergy of webinars and online events doesn’t just promote brand content; it elevates it, transforming it into a dynamic, interactive, and enduring asset that resonates with your audience on a deeper level, making it an indispensable strategy in today’s content marketing landscape.

Using proven and unusual ideas for content promotion webinars

Leveraging webinars as a content promotion strategy involves a delicate balance between proven methods and unconventional approaches, which aligns perfectly with my “Unusual By Strategy” forte. By intertwining these two elements, you harness the reliability of established practices while infusing fresh, unexpected ideas to capture your audience’s attention.

Conventional methods provide a solid foundation, ensuring that your content promotion webinars are well-structured, informative, and reach a broad audience. These tactics include effective email marketing, social media promotion, and engaging registration pages.

However, the true magic happens when you introduce the unexpected – the offbeat ideas that make your webinars unforgettable. Your mandate to combine the conventional with the unusual stems from the need to stand out in a crowded digital landscape.

It’s about captivating your audience by offering them not just what they expect but also something they didn’t see coming. In doing so, you create an experience that not only promotes your content effectively but also reinforces your reputation as a strategist who dares to defy the ordinary in pursuit of exceptional results.

8 sequential steps to use webinars smartly for content promotion

Leveraging my 40+ years’ experience as a Brand Content Strategist with a penchant for the unusual, I’ve curated eight strategies that blend time-tested methods with inventive twists. What sets them apart, however, are the ingenious twists that amplify their impact, transforming ordinary webinars into memorable experiences.

It’s this fusion of the conventional and the unusual that distinguishes my content promotion approach and ensures exceptional results for brands seeking to elevate their online presence through webinars and online events.

How To Use Webinars Or Online Events To Promote Content (Infographic)

1. Research and understand your target audience

Researching and understanding your target audience is the cornerstone of successful content marketing through webinars and online events. Picture this: Imagine you’re a software company preparing a webinar series to promote your latest product update.

By delving deep into your audience’s needs and preferences, you discover that they’re not just looking for new features but are also grappling with the challenges of integration and usability.

Armed with this insight, your webinar content can pivot from a mere product showcase to addressing real pain points, offering practical solutions, and providing valuable tips and tricks for a seamless user experience. This approach not only resonates with your audience but also positions your brand as a trusted resource in their eyes.

Researching your target audience is not just about demographics; it’s about uncovering their motivations, problems, and aspirations, allowing you to tailor your content and presentation to precisely meet their expectations during webinars and online events, ultimately driving your content promotion efforts to new heights.


  • Conduct in-depth surveys: Create detailed surveys or questionnaires to gather specific insights directly from your target audience regarding their content preferences, pain points, and expectations.
  • Analyze social media conversations: Monitor social media platforms and forums related to your industry or niche to extract valuable information on trending topics, discussions, and sentiments among your audience.
  • Interview existing customers: Engage in one-on-one interviews with your current customers to understand their journey, challenges, and how your content has impacted their decision-making process.
  • Competitor audience analysis: Study the audience demographics and engagement tactics of your competitors who host webinars or online events in your niche to identify patterns and potential gaps in catering to your shared audience.
  • Data analytics tools: Utilize data analytics tools to examine user behavior on your website and content, helping you uncover audience preferences, popular content pieces, and areas for improvement.
Unusual Idea


Consider the idea of “Reverse Persona Roulette.” Instead of focusing solely on your ideal customer personas, take a surprising leap by exploring profiles of people who seem unrelated to your business. For instance, if you’re marketing software, delve into the interests and demographics of cooking enthusiasts. Unconventional as it may sound, this twist can unearth unexpected connections.

In our previous example of a software company, exploring cooking aficionados might reveal tech-savvy food bloggers struggling with recipe management. By catering to their needs through webinars, you not only widen your audience but also tap into uncharted territory, demonstrating versatility and innovation that can set your content marketing strategy apart from the competition.

2. Define specific goals for your webinars or events

Defining specific goals for your webinars or online events is paramount in a successful content marketing strategy. Imagine you’re a fashion brand launching a webinar series to promote your new clothing line. Without clear objectives, you risk delivering content that lacks direction and resonance with your audience.

However, by setting precise goals, such as increasing brand visibility among a target demographic or boosting website traffic, you can tailor your content and presentation accordingly. For instance, your webinars might focus on styling tips, fashion trends, or behind-the-scenes looks at the design process.

These objectives not only drive your content creation but also provide measurable benchmarks for success. They enable you to craft compelling promotional materials and gauge the impact of your webinars accurately.

In essence, defining specific goals ensures that your content promotion efforts through webinars align seamlessly with your brand’s overarching content marketing strategy, leading to more effective and purposeful campaigns.


  • Set quantifiable objectives: Clearly define your webinar or event goals in measurable terms, such as the number of leads generated, website traffic increase, or conversion rate improvement.
  • Align goals with content themes: Ensure that your defined objectives align seamlessly with the chosen content themes for your webinars or events, ensuring a cohesive and purposeful strategy.
  • Establish a timeline: Create a timeline for achieving your goals, specifying deadlines for different stages of your webinar or event planning, promotion, and follow-up.
  • Identify key performance indicators (KPIs): Determine which metrics and KPIs you will use to track progress and measure the success of your webinars or events in relation to your defined goals.
  • Allocate resources appropriately: Allocate budget, manpower, and tools based on the complexity and importance of your goals, ensuring you have the necessary resources to achieve them effectively.
Unusual Idea


Consider the idea of “Serendipitous Objectives.” Instead of solely setting predetermined goals, introduce an element of spontaneity by allowing a portion of your webinar’s direction to be influenced by audience participation. In our fashion brand example, you could allocate a segment of the webinar for attendees to vote on a fashion challenge or topic they want to explore.

By embracing these serendipitous objectives, you not only empower your audience but also foster a dynamic, interactive experience. This approach can lead to unexpected insights and audience engagement, as it tailors your content in real-time to cater to their interests. It showcases your brand as adaptable and responsive, setting your content strategy apart by embracing the unpredictability of audience preferences, while still achieving your overarching content marketing objectives.

3. Select topics that align with your content strategy

Choosing topics that seamlessly align with your content strategy is a pivotal component of effective content marketing through webinars and online events. Let’s take the example of a software company that specializes in project management tools.

If their content strategy revolves around empowering small businesses to enhance productivity, it’s imperative that their webinars and online events explore topics such as “Maximizing Efficiency for Small Business Teams” or “Streamlining Project Management Workflows.”

Aligning the webinar content with the overarching content strategy ensures that the audience not only gains valuable insights during the event but also sees a logical extension of the brand’s expertise in their broader content ecosystem.

This cohesive approach fosters brand credibility, audience trust, and content engagement. It also ensures that your content marketing efforts remain consistent, reinforcing your brand’s authority and relevance in the eyes of your target audience.


  • Align content with content pillars: Ensure that your webinar topics directly relate to the core content pillars of your overall content marketing strategy, reinforcing brand expertise and consistency.
  • Conduct topic trend analysis: Continuously monitor industry trends and insights to identify emerging topics that resonate with your target audience and align with your content strategy.
  • Leverage audience feedback: Solicit feedback and suggestions from your audience through surveys, comments, or social media to gauge their interests and tailor webinar topics accordingly.
  • Content gap analysis: Conduct a content gap analysis to identify areas where your existing content may not adequately cover topics relevant to your audience, then address those gaps in your webinar topics.
  • Competitor content audit: Analyze the webinar and event topics of your competitors to identify gaps in their content strategies and capitalize on areas they may have overlooked, aligning your topics with market demands.
Unusual Idea


Consider the idea of “Crowdsourced Content Curation.” Instead of solely relying on internal content strategy decisions, involve your audience in the selection of webinar topics. Create a platform or forum where they can suggest and vote on subjects they’re most eager to explore. In the case of the project management software company, this approach could lead to unexpected topic suggestions like “Project Management for Creative Teams” or “Remote Collaboration Tools.”

By embracing crowdsourced content curation, you not only empower your audience but also ensure that your webinar topics are inherently aligned with their interests and needs. This approach fosters a sense of community and co-creation, setting your content marketing strategy apart by making your audience an integral part of the content decision-making process, ultimately leading to more engaging and relevant webinars.

4. Develop informative and engaging webinar content

Creating informative and engaging webinar content is the bedrock of a successful content marketing strategy for webinars and online events. Picture a scenario where a travel company hosts a webinar series to promote their adventure tour packages.

Without content that both informs and captivates, their audience would swiftly lose interest. To keep viewers engaged, the company must craft compelling narratives about the destinations, weave in thrilling stories from previous travelers, and offer practical tips for adventure enthusiasts.

Aligning content with the company’s broader marketing strategy, these webinars not only educate potential customers but also instill a sense of wanderlust, driving them to explore the travel packages further. Effective webinar content should seamlessly intertwine with your brand’s narrative, positioning you as an authority while providing value to your audience.

By prioritizing informative and engaging content, you ensure that your webinars and online events remain powerful tools for promoting your brand’s content, fostering lasting connections with your target audience, and reinforcing your role as a trusted resource in your industry.


  • Create captivating storylines: Develop narrative-driven content for your webinars, infusing storytelling elements that immerse the audience in the subject matter and make the information more relatable and memorable.
  • Incorporate interactive elements: Integrate polls, quizzes, and live Q&A sessions within your webinar content to actively engage your audience, fostering participation and two-way communication.
  • Visualize with multimedia: Enhance your content with visually appealing elements such as images, videos, and infographics to complement your message and make it more engaging and informative.
  • In-depth research and data: Back your webinar content with well-researched data, statistics, and case studies to add credibility and depth, ensuring that your audience receives valuable insights.
  • Tailor content to audience levels: Cater to varying levels of expertise within your audience by offering content that is suitable for both beginners and advanced participants, ensuring inclusivity and engagement for all attendees.
Unusual Idea


Consider the idea of “Reverse Role Webinars.” Instead of the traditional one-way information flow, experiment with webinars where the audience takes on the role of presenters. In these sessions, attendees can share their experiences, insights, or challenges related to your industry or product. For the travel company example, imagine hosting a “Traveler’s Tales” webinar, where participants share their thrilling adventures and travel tips.

This unconventional approach not only creates engaging and dynamic content but also empowers your audience, making them active contributors rather than passive consumers. It fosters a sense of community, builds trust, and infuses authenticity into your content strategy. These Reverse Role Webinars can set your content marketing apart by turning your audience into valuable content creators and advocates, driving deeper engagement and brand loyalty.

5. Design compelling webinar registration pages

Crafting compelling webinar registration pages is an essential element of a content marketing strategy aimed at promoting webinars and online events. Imagine a software company planning a webinar series to showcase their new project management tool.

Without an attention-grabbing registration page, potential attendees may overlook the event, and the content marketing effort may fall flat. The registration page is the gateway to your webinar, and its design should not be underestimated. It should succinctly convey the value of attending, highlight key takeaways, and feature eye-catching visuals.

Aligning the page’s aesthetics and messaging with your brand ensures consistency and reinforces brand identity. By optimizing registration pages, you not only increase conversion rates but also create a positive first impression.

An effectively designed registration page becomes a powerful tool in your content promotion arsenal, drawing in a broader audience and setting the stage for a successful webinar that aligns seamlessly with your content marketing goals.


  • Optimize visual hierarchy: Arrange page elements strategically, with clear and concise headings, subheadings, and bullet points, ensuring that crucial information stands out prominently.
  • Utilize compelling imagery: Incorporate high-quality visuals that resonate with your webinar’s topic and branding, evoking emotion and interest in potential registrants.
  • Create persuasive copy: Craft persuasive and concise copy that outlines the benefits of attending the webinar, addressing pain points and emphasizing the unique value proposition.
  • Streamline registration process: Simplify the registration process with minimal form fields, reducing friction and making it easy for visitors to sign up swiftly.
  • Leverage social proof: Showcase testimonials, endorsements, or past attendee feedback to build trust and credibility, assuring potential registrants of the webinar’s value and impact.
Unusual Idea


Consider the idea of “Interactive Registration Puzzles.” Instead of the typical static registration page, gamify the experience by turning it into an interactive puzzle or quiz. In the case of the software company’s project management webinar, the registration page could present a challenge related to task management. Participants would need to solve it before gaining access to registration.

This novel approach not only adds an element of fun but also ensures that only genuinely interested attendees complete the registration process. It transforms a mundane task into an engaging, memorable experience, setting your content promotion apart by making the registration itself a part of the content journey and sparking curiosity, which can lead to higher attendance rates and a more invested audience.

6. Promote your webinars through diverse channels

Strategically promoting webinars through a diverse array of channels is an integral facet of an effective content marketing strategy aimed at content promotion through online events. Imagine a wellness brand hosting a webinar series on holistic health practices.

To reach a broad and engaged audience, relying on a single promotional channel would be limiting. Instead, the brand utilizes various channels like email marketing, social media platforms, industry forums, partnerships with health influencers, and even podcasts, each tailored to resonate with specific segments of their target audience.

This multifaceted approach not only ensures a wider reach but also capitalizes on diverse audience preferences. It fosters an omni-presence, reinforcing the brand’s authority in the wellness space and nurturing a loyal following.

Diverse channel promotion harmonizes with your content marketing strategy, extending the life and impact of your content and enhancing your brand’s visibility, ultimately leading to more successful content promotion through webinars and online events.


  • Identify channel suitability: Evaluate which promotional channels align best with your target audience, content, and goals, focusing resources on those with the highest potential for success.
  • Customize messaging for each channel: Tailor your promotional messaging and content to suit the characteristics and expectations of each channel, ensuring relevance and resonance with the respective audience.
  • Leverage influencers and partnerships: Collaborate with industry influencers, partners, or affiliates to tap into their established audiences and expand the reach of your webinar promotions.
  • Schedule strategic release times: Determine optimal times and days for sharing promotional content on different channels to maximize visibility and engagement based on your audience’s behavior.
  • Monitor and adapt in real-time: Continuously monitor the performance of your promotional efforts on various channels and be prepared to adjust strategies or messaging in real-time to optimize results and ensure maximum impact.
Unusual Idea


Consider the idea of “Geographical Targeted Webinar Tours.” Instead of promoting your webinars uniformly across all channels, emulate a concert tour approach. Design a virtual “tour” where each webinar is promoted specifically to audiences in different geographic regions. In the case of the wellness brand, they could start their tour in Asia, focusing on mindfulness and yoga practices for the Eastern audience, then pivot to nutrition and fitness for the Western audience.

This novel approach not only tailors content to local preferences but also capitalizes on time zone considerations, making it more convenient for attendees. It’s a unique way to maximize engagement and attendance by acknowledging cultural nuances, setting your content promotion apart by turning it into a global experience that fosters inclusivity and relevance across diverse audiences.

7. Engage your audiences fully during the webinar

Ensuring active and meaningful audience engagement throughout webinars and online events is a fundamental pillar of a content marketing strategy aimed at content promotion. Imagine a technology company hosting a webinar on cybersecurity.

Simply presenting information isn’t enough; to make an impact, they must actively involve the audience. This can be achieved through interactive polls, live Q&A sessions, and real-time discussions in chat forums. By fostering an environment where attendees can ask questions, share insights, and interact with both the presenter and fellow participants, the company not only imparts knowledge but also establishes a sense of community.

Engaging your audience in such a manner is akin to inviting them into a conversation rather than a lecture, making the content more memorable and valuable.

This approach aligns with your content marketing strategy by emphasizing the importance of creating an immersive experience that leaves a lasting impression on your audience. Fully engaged attendees are more likely to absorb and retain the content, thus amplifying the success o


  • Interactive polls and surveys: Incorporate real-time polls and surveys throughout the webinar to gauge audience opinions, preferences, and feedback on key topics, fostering active participation.
  • Live Q&A sessions: Allocate dedicated time for live Q&A sessions, allowing attendees to ask questions and receive immediate responses from presenters, enhancing interactivity and clarity.
  • Collaborative group activities: Introduce collaborative group activities or breakout sessions where attendees can work together on challenges or discussions, promoting peer interaction and knowledge sharing.
  • Audience-driven content: Encourage attendees to submit their questions, topics, or challenges in advance, then address them during the webinar, ensuring content relevance and addressing specific audience needs.
  • Interactive gamification: Gamify your webinars by incorporating interactive quizzes, contests, or puzzles related to the webinar content, creating a competitive and engaging environment that encourages participation and knowledge retention.
Unusual Idea


Consider the idea of “Emotional Imprint Storytelling.” In this approach, weave a captivating narrative throughout the webinar that resonates deeply with attendees’ emotions. For instance, in the cybersecurity webinar by the technology company, intersperse the content with a gripping story of a real-world cyberattack’s impact on a small business owner.

By blending storytelling with facts and solutions, attendees not only gain knowledge but also emotionally connect with the subject matter. They become emotionally invested in the content, enhancing their engagement and retention. This unique technique transforms the webinar into a memorable, emotionally charged experience, setting your content promotion apart by creating a lasting impression and fostering a profound connection between the audience and the webinar’s message.

8. Follow up with more content for webinar attendees

Continuing engagement with attendees through post-webinar content is a time-tested strategy integral to a comprehensive content marketing approach for content promotion through webinars and online events. Imagine a finance company hosting a webinar on investment strategies.

Once the live session concludes, the company doesn’t simply bid farewell to its attendees; instead, it capitalizes on their initial interest by delivering follow-up content. This content could include in-depth guides, case studies, or access to an exclusive investment community, all designed to delve deeper into the webinar’s subject matter.

By doing so, the finance company extends the value of the initial interaction, reinforcing its role as a reliable source of information. Post-webinar content also enables the company to nurture leads, facilitating a more substantial and lasting connection with the audience.

This approach seamlessly integrates with content marketing, as it emphasizes the importance of providing continuous value to your audience, building trust, and solidifying your position as a credible and informative resource, ultimately enhancing the effectiveness of content promotion efforts through webinars and online events.


  • Personalized content recommendations: Analyze attendee interactions during the webinar to provide personalized content recommendations based on their interests and questions, fostering continued engagement.
  • Exclusive post-event resources: Offer exclusive resources, such as downloadable e-books, toolkits, or templates, directly related to the webinar content, extending the value of the event and providing practical takeaways.
  • Invitations to webinar series: Extend invitations to upcoming webinar series or related events, encouraging attendees to stay connected and participate in future educational opportunities.
  • Interactive Q&A follow-ups: Address any unanswered or follow-up questions from the webinar in subsequent content pieces, ensuring that attendees’ queries are resolved comprehensively.
  • Membership to online communities: Provide attendees with access to online communities or forums where they can connect, network, and continue discussing topics relevant to the webinar, fostering a sense of belonging and ongoing learning.
Unusual Idea


Consider the idea of “Collaborative Post-Webinar Creation.” In this innovative approach, invite webinar attendees to co-create follow-up content. For instance, the finance company could organize a collaborative investment guide creation session where attendees contribute their insights and experiences. The resulting guide becomes a collective effort, enriched by diverse perspectives and expertise.

Attendees not only gain value from the guide but also feel a deeper connection to the company and fellow participants. This unique twist turns post-webinar content creation into a communal endeavor, setting your content promotion apart by fostering a sense of community and collaboration, and ensuring that your audience remains actively engaged in producing valuable resources, strengthening their bond with your brand.

In summary

  1. Diverse content promotion channels: Utilizing a variety of promotional channels, tailored to your target audience and content, is essential for maximizing the reach and impact of your webinars and online events in content marketing.

  2. Audience engagement is paramount: Active audience engagement during webinars, facilitated through interactive elements and emotional storytelling, not only enhances knowledge retention but also fosters lasting connections and trust with your brand.

  3. Post-webinar nurturing: Following up with valuable, personalized content and collaborative opportunities for attendees is a pivotal strategy to continue nurturing leads, build a sense of community, and solidify your brand’s position as a trusted resource in content marketing.

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Shobha Ponnappa

"As a Content/Brand Specialist, and SEO/UX Writer, I can help transform your brand's online presence. I can lift it with innovative ideas to take it to an enviable position. Let's collaborate to create a captivating brand story, engage your audience, boost your online visibility, and increase your ROI. Take the next step towards your brand content success and contact me today."

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