Creating like a publisher means that your subject matter experts (e.g. a webinar speaker) do NOT have to invest the time creating their own content – and instead you as the marketer can drive a more efficient process for content creation on their behalf.
We recommend managing webinar creation like a broadcast journalist preparing for a news segment – prepare an outline, interview, record, transcribe, edit and create supporting visuals.
The result is a tighter, higher quality presentation (18 minutes for the presentation) with live Q&A for the webinar; and as part of the efforts creating other modular, re-usable content including microsites, marketing vignettes, sales vignettes, articles, blogs, podcasts, and transcripts.
To the right is an example of the process using a recent Building Engines webinar entitled "Real Estate in the Cloud," featuring Tommy Russo, CTO of Akridge. |
