Every potential customer’s buyer journey is different, and it’s important for your organization to provide the content they need, when they need it. Building an on-demand strategy for your B2B content can not only improve the discoverability of your content assets, but can also help to increase your content’s lifespan and increase lead generation. In this presentation, Uberflip’s VP of Marketing, Hana Abaza, and ON24’s VP of Content Marketing, Mark Bornstein, provide actionable insight on how to build a successful on-demand B2B content strategy. You will learn: - Why and how you should leverage your B2B content on-demand - How to optimize specific content assets to be available to your audience on-demand - How to build a content experience that is designed for on-demand access to your content assets

1. #uberwebinar @uberflip @ON24
Mark Bornstein
VP Marketing, ON24
@4makb
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
How to Build a Successful
On Demand B2B Content Strategy

2. #uberwebinar @uberflip @ON24
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

3. #uberwebinar @uberflip @ON24
1. What is your biggest on demand challenge?
2. Creating strong on demand content
3. Making on demand content easy to access
4. Promoting on demand content
5. Measuring the value of on demand content
!
Poll #1
What’s your
biggest on
demand
challenge?

4. #uberwebinar @uberflip @ON24
1. Why On Demand is important
2. How to create a compelling on
demand experience
3. How to get more bang for your buck
with On Demand content
On tap for today…

5. #uberwebinar @uberflip @ON24
Why on demand
is important

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There are only so
many hours in a day…

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The mobile generation

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Globalization
changes
everything
• Globalization of business means attendees
can come from anywhere
• No time zone fits all GEOs
• Promotional activities are international:
§ Mail lists are typically global
§ Social media promotions reach
international audiences
§ Website viewers are global

9. #uberwebinar @uberflip @ON24
Why is on demand
viewing increasing?
1100 Registrants
16% International
34 Different Countries
4 global regions
25% On-demand viewers
International
International registrants 2X likely
to view on-demand
!
!
!
!
ON24 Case Study

10. #uberwebinar @uberflip @ON24
Source: ON24 2015 Benchmarks Report
Why On Demand is Important

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Why On Demand is Important
Source: ON24 2015 Benchmarks Report

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How do you create
a compelling
on demand experience?

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Just because it’s not live
doesn’t mean it can’t be engaging and interactive
Branding
Multimedia
Content
Social media
User-controlled
Interactivity

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What do you think
of when I say
Resource Center?

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Graveyard

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Creating a tailored experience for ALL your content
Tailored experience
Optimized for lead gen
Links to on demand content
More relevant content mix

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”More bang
for your buck”
!

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Optimizing for
lead generation

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Smarter Lead Capture

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Repurpose Content

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Turn your great live webinars into multiple content assets
Highlight 1
Highlight 2
Highlight 3

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1. We don’t offer our videos/webinars on demand
2. We put them on the website and that’s it
3. We only promote via social media
4. We promote on demand like we promote live (
database, social, website?)
!
Poll #2
How to you
promote your
video/webinar
on demand
content?

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Promoting
your on demand assets

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• Continue to promote your archived
events
• Utilize your marketing mix
• Secondary tools take on new
importance
• Campaign Tracking
• Stagger promotions to avoid over-
saturating
Have an on demand
promotional strategy

25. #uberwebinar @uberflip @ON24
Use “staggered” approach to promotions
Webinar A!
Webinar B!
Webinar C!
Webinar A!
• Avoid over-promotion
• Stagger messaging
• Avoid competing with other
promotions
Let business relevance dictate your on-demand strategy & promotions

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Use results of live webinars to promote on demand
Leverage Results of:
• Polls
• Surveys
• Q&A
• Speaker Comments

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Promote on demand
content from live
• Provide link to on demand
portal from live webinars
• Have speakers promote your on
demand content
• Create linkages between live
content and on demand content

28. #uberwebinar @uberflip @ON24
Promoting on demand from live

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Syndicating
Your On Demand Content

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Publish To
Social Sharing Sites

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Syndication Platforms
More Targeted –
Account based –
Less Targeted –
Industry publications

32. #uberwebinar @uberflip @ON24
QUESTION TIME!
Mark Bornstein
VP Marketing, ON24
@4markb
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com

33. FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
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