Webinars and webinar series are powerful content formats because they enable marketers to deeply engage more target buyers over time on a particular topic. As with any content, tech buyers are incredibly selective about the content they choose to consume – it must be interesting, valuable and cohesive in story arc and structure. Any content that fails to meet these three criteria, including webinars, will likely fail to cut through the noise.
In our time advising customers and creating webinars, we’ve found that the art of storytelling is a particularly useful framework for creating an engaging webinar. In this short guide, we'll explore:
- The fundamentals of storytelling, including how to create buyer-centric stories.
- A framework to build great stories, which can serve as the scaffolding for a webinar.
- How to bring value for your audience into your storytelling.
