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How to Construct A Winning Webinar

May 18th, 2016 · No Comments

May 12th 2016 was a rather special day for my company, TheNewsMarket, as it embarked on hosting its first-ever webinar – ‘The Evolution of Storytelling to Content Marketing’! I developed the concept when I joined the company last December and constructed the elements and garnered support over the past several months.

You can check out the on-demand recording of the webinar here:
In the meantime, here’s a quick run-through of why we wanted to take on such a huge project, how we achieved it and the reception it received…

Preparation: Assembling Our Panel

First things first, every successful webinar needs a diverse roster of engaging experts to give your production credibility and put “eyeballs on screens.” As simple a point as this seems, the panel both has huge impact on your viewership and whether participants take away value and learnings.

Thankfully, we managed to assemble an expert and eloquent ‘A Team’ of marketing, media and public relations veterans, ready to spark debate and drive conversation. Here’s how we did it…

We started with the basics. Naturally, a webinar concerned with the nature of modern content marketing needs the strong voice of an accomplished marketer. With that thinking in mind we looked to our impressive list of clients and managed to secure the services of Kelly Funke, VP, Marketing at FILA USA. Great relationship? Tick. Exciting brand? Tick. Engaging speaker? Tick. One fantastic name on the team sheet down, two to go.

Next we decided to add value for our viewers by ensuring our panel was diverse. We came to the conclusion that to add balance we needed the perspective of a journalist with a wealth of experience at a top news outlet. Following a quick consultation of our worldwide media community, we had our man – Senior Digital Producer of 35 years at ABC News, Larry Shaw. A member of our media network since 2004, Larry was an obvious choice, having taken part in a survey which formed the basis for our whitepaper ‘The Digital Revolution – Shaping the Way Journalists Consume Content’. (CONOR – CAN YOU HYPERLINK THE WHITE PAPER DOWNLOAD HERE?) Now that we had a media professional with deep credentials, our next challenge was to find an expert in the area of earned media through gatekeepers such as Larry.

The final piece in our puzzle was Jann Ingmire, the newly appointed Director of Media Relations at St. Jude Children’s Research Hospital. Media apostle and seasoned speaker, Jann is also a long-time friend of our host Ed Lamoureaux, SVP, TheNewsMarket, North America. More importantly, Jann has the unique credentials of having stewarded the longest running marketing content feed in America, The JAMA Newsfeed, a weekly production of the Journal of the American Medical Association.  There was no doubt Jann’s vast knowledge alongside her infectious enthusiasm would add another dimension to the discussion, bolster audience engagement and take the webinar to the next level.

With our panel in place, it was time to turn our attention to the big day!


A few months of meticulous planning and countless brainstorming sessions later and our project was beginning to fall into place. The aim was not only to drive conversation but to provide real value for our viewers by offering professional insight and stimulating ideas. For a brand in today’s digital age the real challenge is to make your story engaging using multimedia and to implement strategies that will connect with your audiences via traditional and new media channels. Helping brands overcome this challenge became one of the key goals of our Webinar and, according to our social media feedback, it appears we did a pretty good job!

Viewers used the hashtag #TNMontour to contribute with comments, opinions and questions for our panelists.

Many of our viewers shared the insights provided by our panelists with their own social communities…

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… and took to Twitter to pose their own questions to our experts.

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We were definitely ‘feeling the love’ after the presentation! As the webinar came to a close our audience showed their appreciation.

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All in all the webinar was a huge success, providing our viewers with invaluable marketing and story-telling tips while also helping us at TheNewsMarket to really think about how to optimise our content to engage audiences worldwide. You can check out The Evolution of Storytelling to Content Marketing here. Here’s to the next adventure and thanks again to everyone on the panel and in the audience who made our first experience so productive and memorable.

Tags: Public Relations and Communications

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