7 ways to create content for your online events


Great news – you’ve decided to run a webinar series! But what content are you going to present? Sure, you have a heap of content created but how do you adapt it to the online environment – where do you even begin?

The good news is, you don’t need to reinvent the wheel. Here are 10 easy ways to create engaging content for your next online series.

1. Share your customers’ success stories

Do your customers love you? Do they have a great story to tell or are they using your product or service in an innovative way?

Webinars are great at establishing authority and credibility and in the process building relationships that help transform prospects into customers.

Why not invite your happy customers to share their successes on your series?

Interview them on the success they’ve seen and have them provide your audience with tips and tricks on how to get the most from what you do.

Reach out to your customers who have a good story to tell and the motivation to tell it, and let them be the star, with your brand as the support act. Your support and loyalty will be rewarded.

Idea: Consider running these interviews in a panel discussion format from a studio

2. Provide insights on your latest research paper

Research reports make for great content – however, most are laden with graphs, stats and facts. While these images work great in a webinar slide deck, many audiences like to hear research discussed in greater depth.

Your research is unique and the online environment allows you to break down key sections, and elaborate on key trends and predictions.

Here are some tips for Research Webinars:

  • Use the Resource Library feature to link to to a downloadable copy of the report
  • Focus on the most interesting facts and figures
  • Invite experts in your sector to comment on the data
  • Host a panel discussion to make the webinar more engaging

Idea: Provide a link for attendees to download your research ahead of time

3. Discuss your white papers and ebooks

Have you created any gated pieces of content lately? White papers and ebooks are an excellent content resource, but converting them to a webinar can really bring them to life!

They usually contain a good flow and structure to work with so can be easily adapted.

Here’s an example of how it would work:

White Paper Content: Introduction, four chapters, case study, call to action

Webinar Content: Intro, four panellists to go through each segment, a video interview with your case study, provide a call to action

Idea: Studio webinars work great for this type of interactive content

4. Use your networks

After all, that’s what they’re there for!

Consider these options:

  • Brands or service providers who are experts in their field
  • Partners who provide a valuable service
  • Your personal network – we all know that one person who would be a great presenter!

You could ask your legal firm to present on an update to legislation, or your design agency to provide tips for creating amazing webinar slides.

The great thing about tapping into your networks, is that you immediately open up your marketing opportunities. Ensure your presenters promote your webinar to their own networks and before you know it, your webinar is seriously gaining traction!

Idea: Why not try your university or school alumni?

5. Uncover what’s relevant

Not all webinar content has to be professionally development based. Consider what is happening in the world and what your audience may be struggling with – here’s a few ideas on topics that can generate a high degree of interest and help people on a variety of levels:

Mental health in the workplace: there’s a range of presenters who would be willing to speak to this topic. This topic is incredibly valuable and touches almost everyone.

Disaster Recovery: From bushfires to floods and global pandemics – most are thinking, what will come next? Consider providing valuable advice to your audience on how recover from situations like these

Idea: Reach out to peak bodies who have experienced speakers in this area

6. Hold a Virtual Book Launch – or book club

Have you come across an exciting book that your audience would be interested in? Why not get in touch with the author and have them launch it online? You could also promote this content quite wide and it would appeal to a wider audience.

Content like this should be facilitated and hosted in interview format. It’s important to develop a particular area of focus for the discussion to keep on track. Remember to incorporate a call to action such as a free excerpt of the book and the ability to purchase it online.

Looking for something more collaborative? Consider using the webinar platform for a monthly book club with your colleagues. Select a book, activate all cameras and grab a cuppa – it’s a great way to stay connected in times like this.

Idea: Activate an open the chat box to encourage free flowing conversations about the book

7. Hold a FAQ Follow Up Webinar

There’s a good chance that you may end up with a lot of unanswered questions during your webinars. But why let these go to waste?

Export a transcript of your Q&A after each webinar and sort it to find common themes – you might find that there are a few!

Then, use these questions to create a ‘ask the experts’ panel discussion – a webinar that is a Q&A Session only.

It’s a great way to connect your online community and increase the longevity of your webinar program.

Idea: In your promotion, ask registrations to submit further questions to get them involved