Every marketer is well aware of the fact that running webinars takes a lot of effort. The research, the preparations, sourcing speakers, event promotion and asset creation and management, and of course, running the live event.
After everything you put into making your final webinar, wouldn’t expect a lot out of your efforts?
Webinars aren’t one-time events. They’re a chest of content that can span across numerous channels and formats.
We’ve compiled this list of creative ways you can repurpose your webinar content to help you maximize the ROI of your video marketing efforts. Include a few of these in your webinar checklist, and get more benefits out of your marketing videos!
1. Host webinar as an evergreen content on your website
The life of a Webinar doesn’t end once you stop recording. Adding your video to your website as evergreen content is the first thing you should do after the recording is processed.
There are various approaches to this. Many companies maintain a dedicated page for housing webinars, making it easier for people to navigate and find your webinar archive. This page can either be a branded video channel or simply a collection of video embeds on a single page. Individual webinars can also be hosted on the blog pages to add more diverse context to your video presentation.
2. Write a blog post or series around webinar topics
The most obvious way to repurpose webinar content is blogs. They’re also perfect for communicating teeny-tiny details — like step-by-step instructions — which are usually hard to remember after watching the video. And, they can serve as a relatively low-lift follow-up to the live event.
For a straightforward approach, you can reuse the webinar outline to guide a recap post. In the absence of a dedicated webinar library or a prominent call-to-action to drive people to watch the full recording, this post can also include a video embed of the actual webinar.
If you happen to host a guest, you can also leverage their network and expertise for a guest post. It can be a more detailed version of the webinar or a topic tangential to the central theme. For example, if you’re hosting a sales-centric webinar with an expert, you can publish a follow-up post on the top 10 tips by the expert for successful sales outreach. You can even build a blog series around each of the individual tips if the blog gains enough traction and resonates with your audience.
3. Create an in-depth report or ebook
If the topic is strong enough, you can even create a detailed report or eBook on the topic as a compliment. Just like blog content, this supplemental asset can follow the general presentation outline or deep dive into one specific area. An asset like this is also a good value-addition as a follow-up in your post-webinar email.
Alternatively, you can also repurpose a recent report or guide to a successful webinar in a larger marketing campaign. Be creative with the content and campaigns you already have and look for various ways to use the same core materials. Less work for you and a better experience for your audience, it’s an absolute win-win!
4. Record a podcast with a webinar guest
If your business has a brand podcast, be all ears! Webinars are a great gateway for finding your next podcast guest. Take forward your webinar conversation by inviting people involved in the event to join your show — be it internal or external.
If you’ve not started a branded podcast yet, webinars can be a natural first step to launch a new show. With different guests and topics already at your disposal, you can use webinars as foundations for initial podcast episodes. And podcasts can prove to be a great way to dive deeper into the topics that you could not explore during the full broadcast.
If you’re on the quest for more podcast material, webinars are the best way for holding Q&A. If you have any leftover audience questions from your webinar you can use your podcast as an opportunity to answer them. Even if they had been answered in the webinar, you could still get your guest to revisit questions in detail.
5. Capture Q&A conversations and poll answers for content
Talking of Q&A, the interactive elements of a webinar are a treasure for repurposing content. During your live presentation, viewers’ questions can spark inspiration for follow-up blogs or even guarantee an offline conversation to have deep dive into the topic. Polls are also important information that can be shared across other platforms like social media follow-ups, blog posts, etc. Just ensure your moderator collects and documents this information for future use.
6. Create bite-sized graphics
Transforming complex data and insights from your webinar into interesting bite-sized graphics is a sure-shot way to keep your audience engaged. If your webinar has some new or compelling data and insights, simplify that information further by translating it into easy-to-understand interesting visuals.
Webinar graphics are an amazingly effective way to receive traction on social media. Vibrant, bold, colorful images are great for catching your viewers’ attention while they’re simply scrolling on their feed. You can repurpose these assets as amazing eye-catching hooks to get people excited about your webinar content — whether it’s the actual recording, a podcast episode, or a follow-up blog.
Custom graphics are also really useful in creating brand awareness. People love sharing visual information like strong quotes or some compelling data. If you feel that your webinar content is a good fit for visual components, leverage your graphic design skills and build simple, branded graphics. Now, while sharing your content, people will know exactly which brand is behind it.
7. Divide key webinar moments into short video clips
Your webinar doesn’t have to exist as merely one long video. You can make it more engaging by identifying the best interesting, informative, or entertaining moments from your webinar and turning them into highlights or short video clips.
And the best part is that dividing your key webinar moments into short video clips saves a lot of time for the viewers. Most of the audience members won’t be able to commit to a webinar that extends to one or two hours. However, they won’t mind sparing two or three minutes on individual clips that share important takeaways or entertaining moments from the webinar.
If you’re trying to create short video clips based on your webinar, think about two important things: entertainment value and informational value. A clip that shares significant data or insights is always going to attract viewers. Alternatively, a video where a webinar host or guest shares a powerful quote or a contrary opinion can also prove to be great for attracting viewers.
Such clips are best for post-webinar promotion. Email these clips to folks who didn’t attend the live event and entice them to tune in. Or, share via social to gain the interest of a whole new set of potential viewers!
8. Transform the webinar stack into a SlideShare presentation
If you’re not acquainted with SlideShare yet, the name itself is pretty self-explanatory: it’s a website dedicated to sharing slideshows. It does not just sound easy — it really is. And people love it so much that LinkedIn actually bought SlideShare in 2012.
Slideshare is specifically useful if your content is relevant to a professional audience. The LinkedIn integration makes it seem like a cakewalk for folks to share individual slides. It can also hike the audience for your content by presenting it in front of people who are searching for very specific information.
Bear in mind — your slide deck won’t include the audio component. This is important to know if your deck is heavy on the visuals. The information might not also translate in isolation — so you better bear that in mind during the design process if you do plan to create a SlideShare.
9. Distribute webinar takeaways on social media
Social media is the most common place to promote your webinar content. Right from promoting upcoming events to invite registrations to push out the past events for an ongoing engagement — there are numerous ways to repurpose your webinar content on social media.
For pre-event promotions, you can tease webinar takeaways and key statistics, if any, within images and copy. During the webinar, consider activities like live-tweeting and sharing slides in real-time to spark conversations and engagement around the content.
After the event, ensure showering your new evergreen content with some love. You can reuse the same images you used to tease the webinar; you’ll simply be driving folks to the video content on your website now versus inviting sign-ups for the live event.
10. Repurpose webinar content for a conference or live event
What a webinar is in its most raw form? It is nothing but–a presentation! According to your topic and format, your webinar can also be a great candidate to be repurposed into a presentation for a live event or a conference. This repurposing might be overwhelming for your design team, as presentations can prove to be a heavy lift to put together. So, get better outcomes out of your webinars and repurpose your content for your next live gig!
11. Retarget webinar viewers
Another great way to receive better results out of your webinar content is to retarget your viewers with additional relevant content.
For email campaigns, you can put up different behavior-based nurture segments according to whether someone attended the live events and then go a step beyond with additional triggers based on how people interact with your emails.
You can also use landing page traffic to push people who didn’t register through the marketing funnel with retargeting ads or even leverage that information to build a custom audience to recognize and target new registrants.
Repurpose your webinars to fuel your content efforts
Once you put your webinar-based content out there for people to see, seek people’s responses to see what’s working and what’s not. Don’t hesitate to test and optimize as you go. If you think one particular element isn’t working well, ditch it and put extra effort into what resonates with your audience. By doing so, you can create power-packed content that feeds itself with time. This way, you’ll surely be running a well-oiled content marketing machine in no time!
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Mark Wonderlin is the visionary founder of Mosaic Media Films. He is passionate about crafting creative business videos that captivate and convert. Mark and his team stand out by creating visually stunning videos and ensuring they align seamlessly with the client’s broader marketing objectives.