Content Marketing, Engineered Podcast · 2026-04-16 · 34 min
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.
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