A webinar is an interactive online event where a person or group of people present or discuss a topic over the Internet. It can be used as part of a content strategy and offers companies the opportunity to demonstrate their expertise while engaging with their target audience.


How do webinars work?

Webinars can be live or recorded and allow attendees to ask questions and actively participate in the conversation – much like a traditional seminar. The technology behind it allows participants to take part regardless of their location. All you need is a stable Internet connection.

Why are webinars important in marketing?

Webinars are a powerful tool in growth marketing. Namely, they offer companies the opportunity to better understand their buyer personas and generate valuable leads. Through targeted sharing of expertise, companies can build trust and strengthen their authority in their area of expertise – in line with the E-A-T principle (Experience, Expertise, Authoritativeness, Trustworthiness).

How to create a successful webinar?

Creating a successful webinar starts with defining the target audience. Who are the potential participants? What topics are they interested in? What problems do they have? Once you’ve answered these questions, you can create content that appeals to your target audience.

Technical aspects also play a role: good audio and video quality as well as a stable internet connection are crucial for the success of your webinar. And don’t forget the follow up! After the webinar, you should provide your attendees with additional resources or give them the opportunity to ask questions.


A well-executed webinar can help you strengthen your market positioning and share your knowledge with others. It also gives you a great opportunity to interact with your target audience – whether you’re just building your brand or already established. With the right strategy, every company can benefit from this modern form of learning.