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Content Marketing, Engineered Podcast | TREW MarketingAuthor: TREW Marketing & Wendy Covey
If you are a marketer in a technical company, this podcast is for you. On each episode, host, author, and TREW Marketing CEO Wendy Covey will breakdown an industry trend, challenge or best practice in marketing to engineers and like-minded technical buyers. You'll meet colleagues and industry friends who will stop by to tell you their stories along the way. Learn B2B content marketing strategies and tips to build trust and grow your business with technical content. Visit trewmarketing.com/podcast for show notes, resources and to subscribe so that you'll never miss an episode. Language: en-us Genres: Business, Entrepreneurship, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Stop Selling, Start Educating: The Secret to Binge-Worthy Webinars
Episode 221
Thursday, 16 April, 2026
Let's face it. Industrial webinars can be...forgettable. But what if yours could keep people watching for hours? Aya Takase produces 40 webinars a year. She breaks down how to turn technical expertise into binge-worthy content that educates, builds trust, and leaves viewers coming back for more. In this episode, Aya Takase, Head of Global Marketing Communications at Rigaku, shares how her team transformed webinars into a powerful, scalable content engine.One of the biggest insights is simple but often overlooked: meet your subject matter experts where they are. Many technical experts struggle to write blog posts, but they’re comfortable presenting. By turning webinars into the primary content format, Aya’s team unlocked expertise that would have otherwise stayed hidden.Aya emphasized that “binge-worthy” webinars are possible, even in highly technical industries. The key is to understand your audience. For technical audiences, break down complex concepts clearly without oversimplifying. For less technical users, focus on real-world pain points and practical solutions. Engagement is another critical factor. Instead of relying only on polls or chat, Aya recommends using rhetorical questions throughout the presentation. This keeps viewers mentally involved, prompting them to actively think through the content rather than passively listen.Preparation also plays a major role. Aya goes through multiple dry runs with her team and reviews the structure and flow of the webinar to make sure it applies to the audience’s knowledge level. Perhaps the most counterintuitive advice is to stop selling. Promotional content erodes trust and reduces credibility. Instead, focus entirely on delivering value. Over time, consistent, helpful webinars build brand recognition and position your company as a trusted authority. Finally, don’t let your webinar content go to waste. Repurpose recordings into blog posts, summaries, eBooks, and more. A single webinar can fuel an entire content strategy.ResourcesConnect with Aya on LinkedInConnect with Morgan on LinkedInLearn more about RigakuExplore Rigaku's webinars and videosPurchase the Industrial Marketing Digital Pass
