Creating quality content on BrightTALK

Quality content is key to engaging your target audience. Our content experts have put together content best practices and creation tips and tricks to make sure that you are getting the most out of your content.

What are the things you need to take into consideration/decide when building content?

  • What metrics are you using to assess content efficacy?
  • How long does it take to develop each piece of content?
  • Is the topic you’re covering new and fresh?
  • How is your content balanced across stages of the buy cycle? How agnostic or “salsey” is you content mix?
  • How much of your content is evergreen? What is getting dated?
  • What content is for lead gen? Nurture? Renewals?

High Quality Content is the Path for Inclusion On Your Prospects' Shortlist

Content is more impactful than ever in how buyers consume information in the purchase process

  • The content consumption habits of buyers continues to drive the buyer/seller dynamic
  • A well-articulated and educational content asset is the best way to get your message in front of  
    a potential buyer – on their terms

Picking content for your Channel

  • All the time, we get asked about “how long should my webinars be” or “how should I format my webinar” and the like – and, every time, our answer is the same: quality trumps characteristic
  • Always start from a place of content quality: what content do you have available that is the most up-to-date & aligned with key trends shaping the market?
  • The content with the strongest, most timely messaging will be positioned for success

Content Quality

Thematic Alignment

  • Align with current market trends
    • Consistently update and publish content to reflect timely micro- and macro-market dynamics (current legislation/regulations, global pandemic, M&A activity, end-of-support deadlines, etc.)
  • Ensure content appeals to target personas and the entire buying team by focusing on user pain points
  • Highlight 3rd party perspectives that objectively assess the pros and cons of specific solutions

User Experience

  • Include highly credentialed experts – and highlight those credentials in the webinar, all respective promotion, etc.
  • Ensure there are discrete takeaways that users can immediately put to use (from the content itself and, again, highlighted in any outbound promotion)
  • Mid-length, snackable videos (15-30 minutes) are ideal

Production Quality

  • Coach speakers to keep camera at eye-level, face the light source, avoid a cluttered background, and smile
  • Achieve enhanced audio and video quality by using external devices for your Talk
  • Incorporate webcam video with slides
  • Avoid getting “stuck” on the same slide and layout for too long
  • Take advantage of polls.
    • Consider running 1-3 polls during your talks
    • Make sure polls facilitate the conversation rather than collect data
  • Upload supplemental resources (attachments) to your Talks
  • Take advantage of BrightTALK’s Production Services for both technical production support and strategic guidance on ensuring recording quality and maximizing engagement.

How to get the best results from content on your Channel

  • Strike a balance of content types and flavors: buying stage, topics covered, authorship (you vs. analysts), and target personas
  • The best performers, consistently are:
    • Topically-relevant content that talks to IT pain points
    • Awareness stage content
    • Content from recognized independent experts
    • Content that compares technologies, vendors or products

Content Format

There is no one format we’d suggest as a default for every webinar you publish, as each type offers an effective way to convey your message. The key is determining which format your talk track syncs up to the most. The other big consideration is aligning the entry points of your topic with the format that makes the most sense.

Depending on the topic covered, slides can help provide easy takeaways for the audience (especially if you have statistics to cite) and keep them engaged. However, some subjects lend themselves to more of a roundtable format if they are discussion based, or a single speaker if you are giving more of a walkthrough/demo. If you don’t intend on slide-sharing, a radio or audio-only show may be best. 

The main thing to keep in mind is that it’s more about having high-quality content and key takeaways for your audience to leave with regardless of the chosen format.


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