Outlining the Content Structure

Once you've settled on the topic and format, you're ready to start preparing the content!

We'll explore some best practices and approaches you can take when tackling such a crucial part of your webinar campaign.

Quick Tip: If you're going to be working on the presentation with a team (or even just sharing it with an additional set of eyes), it's smart to use a collaborative tool (like Google Docs) to prepare the outline.

Breaking Things Down

It helps to break the content up into smaller chunks, both in allowing you to think about the overall content structure and narrative, but also for when you begin creating the actual content (slides, content notes, etc.)

Here's one example of how you might approach an outline: (we'll be creating a Sales Webinar in the format of a Presentation, but these strategies can be applied to any type/format you choose to do)

1. A welcome sequence with a few initial engagement questions

• engage with your attendees as they join the event
• where they're tuning in from
• what they're looking forward to learning about

2. Hook the audience and share your Big Promise

• support your claims with credibility/social proof
• share results/qualifications

3. Set the agenda and build excitement

• outline what's going to happen on the event
• remember any key activities (bonuses, Q&As, exciting offers)

4. General introduction of you/your company/your panel

• who are the presenters
• what are their backgrounds
• why are they uniquely qualified to speak on the topic

5. Establish rapport

• relate with the goals/pain points of your audience
• connect with your audience

6. Content begins!

• share supporting arguments and stories
• use vibrant/informative visuals
• engagement throughout the presentation (chat responses, questions, polls)

7. Revisit, remind, and resolve

• revisit the primary goals/pain points
• share how your solution helps achieve/solve
• support with even more proof

8. Share the offer

• make the offer irresistible
• add scarcity/exclusivity
• make it easy for action (share a CTA)

9. Proof, proof, and more proof

• share additional case studies

10. Engagement

• encourage questions from your audience
• answer questions and address comments from your audience

11. Closing sequence

• thank everyone for joining!
• share any final details before ending the webinar session

And there you have it: an example of a content structure that will become very useful as you tackle the rest of the content creation process.

You'll want to review and revisit (as well as share it with your team for their opinions) and ensure that everything is laid out correctly. Once you're ready, we can start creating the content itself.