In the increasingly digital era, B2B marketing strategies have evolved significantly. Traditional approaches are being supplemented, and in many cases replaced, with online methods to reach, engage, and convert potential clients more effectively. Among the many digital marketing tactics, webinars have emerged as a powerful tool for businesses aiming to connect with their target audience. But how can B2B marketers leverage webinars to create impactful ‘hero’ content? This blog explores the answer.

What is hero content?

The term “hero” is borrowed from storytelling, where the hero is the main character that stands out from the crowd. Similarly, in a content strategy, hero content stands out from the rest of the content because of its comprehensive nature, depth of information, and potential for virality.

Before delving into the dynamics of webinars, let’s first understand what ‘hero’ content entails. Hero content is the mainstay of your content marketing strategy. It’s high-effort, high-value content that aims to increase brand visibility, pull in a wide audience, and ultimately convert that audience into loyal customers. It often takes the form of comprehensive guides, in-depth reports, or thought leadership pieces.

Examples of hero content may include;

  • A high-production video series that dives deep into a subject related to your brand or industry.
  • A comprehensive industry report or whitepaper backed by original research.
  • An in-depth, multi-part guide to solving a common problem within your industry.
  • A high-profile interview or collaboration with a leading figure in your field.

While hero content usually requires a significant investment of resources, it is typically balanced out by the considerable returns it can bring in the form of heightened brand visibility, audience growth, and customer engagement. In addition, pieces of hero content can often be repurposed into smaller pieces of “hub” or content that can be repurposed, providing additional value.

It’s important to note that hero content is usually not produced on a daily or even weekly basis, given the effort and resources required to create it. Instead, it’s often a part of major marketing campaigns or initiatives, launched around key times throughout the year.

How do webinars serve as hero content and demand generation for B2B marketers?

Webinars offer a unique combination of interactivity, engagement, and information delivery that few other digital marketing methods can match. They allow businesses to showcase their expertise, product, or service in a real-time, interactive setting, fostering trust and demonstrating value. By sharing high-quality content that offers solutions to problems, you can demonstrate your understanding of the market and your customers’ needs. This thought leadership can generate interest in your offerings and create new demand.

Because of their interactive nature, webinars can help build relationships and trust with potential customers. During a webinar, you can interact with attendees in real-time, responding to questions and comments, and providing personalized information. Some top benefits and use cases include:

  • Lead generation and nurturing: By hosting a webinar on a topic that is relevant to your industry or product, you attract professionals who are interested in that subject, many of whom could be potential customers. During the registration process, you can collect valuable data about these prospects, which can be used to build and nurture your sales pipeline.
  • Showcasing expertise and product value: Webinars allow companies to showcase their knowledge, expertise, and thought leadership in a particular field, establishing credibility among the audience. You can demonstrate the value and benefits of your product or service in a real-world context, helping potential customers understand how it can solve their problems or meet their needs. This in turn can spark interest and demand for your offering.
  • Building relationships: By hosting live Q&A sessions or discussions, you create a two-way conversation, fostering a relationship with your audience. This engagement can help build trust and brand loyalty, which are key factors in creating demand.
  • Targeted content delivery: With webinars, you can provide specific information tailored to different stages of the buyer’s journey. For instance, a webinar for top-of-funnel prospects might focus on industry trends and challenges, while a webinar for prospects further down the funnel might provide an in-depth product demonstration. By providing the right content at the right time, webinars can drive demand and accelerate the sales process.
  • Post-webinar follows-ups and conversion: Once a webinar is over, you can leverage the recording, slides, or other resources as continued touchpoints for your audience. Email these resources to the attendees along with additional relevant information, or make them available on your website for download. This maintains engagement with potential customers, keeping your brand top-of-mind, and further nurturing leads towards conversion.

How to create webinar hero content

Now, let’s look at how you can use webinars as a vehicle for your hero content.

1. Identify your audience’s needs

The first step in creating any piece of content, hero or otherwise, is understanding your audience. Identify their pain points, their needs, and their interests. Your webinar content should provide solutions to their problems and offer valuable insights.

2. Choose the right topic

Based on your audience’s needs, choose a topic that resonates with them. It should be relevant, timely, and valuable. This topic will not only form the basis of your webinar but will also serve as the centerpiece for your hero content.

3. Engage with storytelling

The most impactful hero content tells a story. Use your webinar to tell stories about your brand, your successes, and how your product or service can change the lives of your audience. Engage your audience with anecdotes, case studies, and practical examples.

4. Interactive and immersive experience

One of the greatest strengths of webinars is their ability to facilitate direct interaction with your audience. Include Q&A sessions, polls, or other interactive elements to make your webinar more engaging. This level of interaction also encourages audience participation and facilitates a more comprehensive learning experience.

5. Repurpose the webinar content

The value of a webinar doesn’t end when the session does. Record your webinar and repurpose it into various forms of hero content, such as blog posts, ebooks, infographics, social media posts, or even podcast episodes. This not only extends the reach of your content but also maximizes your return on investment.

6. Promote your webinar

Leverage your other marketing channels to promote your webinar. Send email invites to your subscriber list, share on your social media platforms, and create engaging promotional content to attract attendees. The success of your hero content is directly related to the number of people it reaches.

B2B Marketing Webinar Metrics

Webinars are a valuable tool in the marketer’s toolbox, offering unique opportunities for engagement and lead generation. However, like all marketing activities, it’s crucial to track specific metrics to gauge the success of your webinars and identify areas for improvement. Here are some key metrics associated with webinars:

Registration Rate: The registration rate is the number of people who register for your webinar compared to the number of people you invited or reached through your marketing efforts. This metric gives you an idea of how appealing your topic, headline, and promotional materials are to your target audience.

Attendance Rate: This metric measures the number of registrants who actually attend the webinar. A low attendance rate could suggest that your reminder emails or the timing of the webinar need to be adjusted.

Engagement Rate: Webinars often include interactive elements such as polls, surveys, or Q&A sessions. The engagement rate measures the participation in these activities, which can give you an idea of how captivating your presentation is.

Conversion Rate: The conversion rate tracks the number of attendees who complete a desired action after the webinar, such as purchasing a product, signing up for a trial, or filling out a contact form. This is a key metric to measure the ROI of your webinar.

Attendee Retention Rate: This metric measures how long attendees stay on your webinar. If attendees are leaving early, it may indicate that your content isn’t resonating or that the webinar is too long.

On-Demand Viewings: If you record your webinars and offer them as on-demand content, it’s important to track the number of on-demand viewings. This metric can give you an idea of the ongoing value your webinar is providing.

Feedback and Satisfaction: This can be collected via a post-webinar survey. It’s an important qualitative metric that can provide insights into what attendees thought of your webinar and what improvements could be made.

Leads Generated: Track the number of new leads that have been generated from the webinar. This is a key metric that can demonstrate the direct impact of the webinar on your sales pipeline.

By tracking these metrics, you can gain valuable insights into the effectiveness of your webinars and use this information to optimize future ones, making them even more engaging and valuable to your audience.

By combining the engagement power of webinars with the appeal of hero content, B2B marketers can create a winning content marketing strategy that not only builds brand awareness but also drives meaningful engagement and conversions. It’s about leveraging the strengths of both to achieve your marketing objectives.

To learn more about how to develop hero content for your organization, visit

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