Webinomy Q&A: Your Webinar Content Marketing Questions

The success of any content marketing campaign is the sum total of many moving parts. Similarly, a successful webinar will require preparation, planning and execution in order to provide attendees with an engaging and valuable experience that drives ROI for your company.

Webinomy Q&A is back, with experts answering webinar questions. Unfortunately, our webinar participants do not always have the time to respond to all of your questions. So we seek out specialists with the expertise and experience to give answers that our community can utilize, and we publish their replies once a month. 

Please share any thoughts or suggestions you have about the questions and answers below in the comments. Kevin Phillips, Andy Crestodina, Casie Gillette, Jonathan Aufray, Julia McCoy, and Jeremy Knauff were kind enough to answer the following questions: 

My top five bits of advise are mentioned below. If you want your blog to create more traffic, leads, and sales, there are some best practices you should follow.

1. Create information that is useful. With their initial blog postings, I often see businesses make one of two blunders. 

They either use their blog to brag about themselves (“Gary Just Got Promoted to VP of Sales,” “We Sponsored a Youth Hockey Team,” etc.) or they use it to promote their company (“Gary Just Got Promoted to VP of Sales,” “We Sponsored a Youth Hockey Team,” etc.). Go Bruins!”) or they provide “interesting” material to pique people’s interest, but it has nothing to do with attracting new customers.

I used to work at a sleep clinic, where I was able to diagnose and treat sleep problems. Our site had a lot of information before I joined, such “What Do Dreams Mean?” and “5 Celebrities with Sleep Disorders.” They were fascinating subjects, but they did little to persuade persons with sleep problems to seek diagnosis and treatment.

Instead, concentrate on the queries and issues that individuals have prior to making a purchase. What are the questions they’re asking your sales staff before making a purchase? Ask salespeople, customer support representatives, and anybody else who deals with customers on a regular basis to write down the top 20 questions they are asked. 

Each of those questions may be the subject of a blog post.

To help you started, I’ve compiled a list of 17 Business Blog Topics.

2. Be meticulous in your research. Take the time to thoroughly consider a question before responding to it in a blog. Make sure you don’t leave any stones unturned. Approach it as though you’re writing for the most illiterate of your audience. 

Use analogies to clarify complex topics or instances to give additional context and depth if you’re having trouble answering inquiries properly.

Whether you’re not sure if you’ve answered everything, have someone who isn’t familiar with your services and goods read the material and see if there are any gaps that need to be filled in.

3. The importance of structure cannot be overstated. Having the best response to a question isn’t enough. It should be simple to scan. 

When visitors click on an item, they often skim the material to determine whether it will answer their query and, if so, how it will be answered. 

Break up long sections of text with headers and subheaders to give people a sense of what the paragraphs below are about. Use bullet points and bolded language to bring attention to crucial information that might otherwise go unnoticed if someone were just reading the page. 

Make extra paragraph breaks so you don’t end up with large blocks of text that are difficult to read.

Always write with two categories of readers in mind: those who want to read every word and absorb as much information as possible, and those who want short, digestible answers. You can please both sorts of viewers by structuring your information properly.

4. Identify your prejudice. The finest blog entries assist readers in making the best choice possible. And it’s possible that what’s best for them isn’t your goods or services.

You should aim to be the finest teacher in your field. You will gain the confidence of your audience if you do so. People like to do business with firms and individuals they can trust.

If you are not open and honest about any prejudice you may have on an issue, and the reader discovers it, you will lose credibility and, eventually, their confidence.

Assume you’re creating an article that compares a product you offer to one you don’t. This should be stated right at the start of the article. Let them know that, although you have a prejudice, you will compare the possibilities with as much objectivity as possible.

5. Content isn’t only for marketing; it can also be used to sell. I said in the first step that you should talk to your sales staff about coming up with blog themes based on queries that customers often ask them.

Put this information in the hands of the sales staff after you’ve finished it. Let them know that the articles you’ve created may be used to educate prospects before and after sales calls. 

For example, if they anticipate a prospect will ask certain questions during the sales call, they might give them materials ahead of time to assist them prepare for the conversation. This allows them to spend less time responding frequent queries and more time doing what they do best: selling.

Send a lawyer’s letter for obvious plagiarism. Most of the time, though, it is just a lack of attribution. It may be an opportunity in such situation.

You may write to the editor and urge them to link back to the source if you conceive of “stolen” information as a quotation without acknowledgment; this is even feasible with photographs. Use Google Image Search to locate individuals who have utilized any chart or diagram from your material. 

Here’s what you could come across:


How Images Aid SEO is a useful resource.

Examine each one. Is there no connection? Contact them and request that they provide a connection to the image’s source.

Starting conflicts is a waste of time. Befriending copyright offenders has a lot of advantages.

It is entirely depends on your objectives. We attempt to strike a balance for the majority of our clientele. While new material is necessary to keep a blog fresh, upgrading older content has a lot of organic search value.

We prefer to assess blog traffic over the previous year and see which sections can be updated, which sections can be eliminated, and which sections can be merged. If you’ve been blogging for a while, you’ll notice that some of the content is redundant, obsolete, or no longer fits the brand. The issue is, many of them are still valuable.

A customer of ours, for example, had produced a list post. They refreshed the list post a year later. We merged them into a single article, updated it, and it’s now one of the top organic traffic generators. That was a simple exercise that took just 25% of the time it would have taken to produce a new blog article.

At the end of the day, upgrading old material has clear benefits, but it shouldn’t come at the price of new content. Find a happy medium.

I can tell you from personal experience that constructing a case study is more difficult than just answering the who, what, when, where, why, and how questions. Why? Because you want your case studies to say to your leads and prospects, “I want to work with them.” Your major weapon for converting a lead into a sale is a well-crafted case study. If your leads had any reservations, hurdles, or worries about collaborating with you before reading your case study, it should be a no-brainer for them to do so after reading it. Let me now walk you through the essential stages to creating a strong and effective case study:

1. You don’t want to merely provide a few facts and figures. What you really want to do is tell a tale. People are fascinated by tales. Show where the firm you assisted was when you first began working with them, their challenges, and their development aspirations.

2. Include a bold and compelling headline. The title is what will catch the attention of your readers. I typically advise you to start with a number you obtained so that viewers are interested in learning how you got there. For example, if you helped a customer earn a million dollars in sales, optimize their conversions by 30%, treble their income, assist a firm in raising a large sum of money, or reduce their cost per acquisition by 50%, these are the types of figures you want to convey right now.

3. Once your readers are aware of the problem, you can begin your tale and demonstrate the outcomes you achieved using your goods or services. This is where you demonstrate the readers of the case study how you met your client’s target audience and development objectives.

4. Your case study should not include just of numbers, measurements, and text. It should also be well-designed. It will make it easier for your readers to read, skim, comprehend, and appreciate it.

5. I also recommend getting a price from your customer and include it in your case study.

6. Include a call to action (Call-to-Action). When it comes to video marketing, blogging, and emails, CTAs are critical to conversion. Why not use them into your case study as well?

7. Case studies may be utilized in almost every stage of the sales funnel (awareness – interest – consideration – intent – evaluation – purchase), but I think they should be used to close transactions.

When it comes to upgrading material, I normally follow a four-step checklist:

1. Look for broken links and out-of-date information.

A reader seeking for the most up-to-date and finest advice on a subject may be turned off by broken links and obsolete research. This is one of the most common “death traps” for readability and value in older text. Update links, replace old information with new, and ensure sure there are no 404 link issues.

2. Make a new headline

Return to this stage once you’ve completed #3 and #4 to ensure you have an appropriate headline that accurately describes your subject. If you have to update research and copy, things could have changed, and the subject should always be true to the material. 

3. Make changes to your post’s text and images.

‘Silent killers’ of old content success include icky writing and pictures. As you go over your old material, improve, update, and replace outdated branding or disgusting photos with new and fresh ones.

4. Fine-tune your meta content and call-to-action

Make sure your meta description accurately reflects the content of the post. Your best/most current offer or lead magnet should also be the CTA.

At my firm, we evaluate content’s present function and prospective worth to a company before deciding whether to eliminate or enhance it. We also evaluate search traffic in certain circumstances, although it is not always a determining factor. This is because, despite the fact that it will almost certainly never get large organic traffic, a piece of content may frequently serve a key function for a company. This might contain, for example, a definition of a key industry phrase, product manuals, or geographical information. We don’t want to eliminate this kind of information, but there’s often little we can do to meaningfully enhance it.

This will often account for a minor portion of a website’s content.

A former event, a small news report, or a defunct product, for example, may have been significant at one time but is no longer. We would normally delete this sort of material since it provides no value to users and is unlikely to do so in the future.

For two reasons, this is a rather typical scenario:

  1. Marketers are continually developing fresh material to keep in front of their audiences — both in search and on social media — therefore some will inevitably fail.

  2. Businesses grow and adapt all the time, so what was significant today could be entirely outdated next year.

We often seek to enhance content that ranks but not well, has a respectable search traffic, and plays a significant function in a company since this combination of criteria delivers the best potential ROI. For example, this might contain generic, non-branded product or service words, how-to videos, or in-depth literature on key industry phrases. Prioritize these subjects based on their search volume, competitiveness, and value to the company.

This will normally account up the majority of a website’s content.

You may ask your question in the comments section of the blog, or you can use the “Send Feedback” button at the top of the page – just specify that it’s for the Q&A series, and we’ll add it to the list. Also, have a look at our forthcoming SEMrush Webinars to see which subjects and presenters could be of interest to you. During the webinar, you may ask questions.