Repurpose webinars as they are great sources of content — reuse and restructure in as many ways as possible to gain more ROI
Although webinars rank high on the list of effective content marketing, you might think it is a one-off – but don’t stop there. Omnipress reports that nearly half of surveyed marketers plan to repurpose webinars after their event is over.
How? You can repurpose that webinar content and keep reaching out to strengthen your message, discover and encourage new audiences, and create engagement that leads to further ROI (return on investment).
“The thought of adding more work to your to-do list might not make you jump for joy,” writes Steph Knapp for Zapier. “But the more content you can get from a single webinar, the better your ROI.”
Repurpose webinars for greater impact
Here are a few ways to repurpose webinars on your digital platform:
Automated webinars. Our most beloved classic television shows are turned into reruns. Turn the recording of that webinar into a scheduled webinar that runs several times a year. You can get help with automated webinars through online webinar hosting services.
“Evergreen or top-of-funnel webinars are perfect candidates for creating hub pages,” Knapp says. “You can leave the webinar ungated (for maximum SEO potential) and then link to related content below. Think of it as a choose-your-own-content-adventure page.”
Get it transcribed. Have a transcription service turn your recorded webinar into text. Use portions of the transcript to create engaging blog content. You could also embed parts of the webinar into the blog post and include instructions on how to enroll in a future or automated webinar.
“You can turn a ‘too long, didn’t watch’ webinar into a round-up blog post with key takeaways or important quotes,” Knapp says. “Since these posts will all follow a similar format, you can work from a template or standard outline to make it less of a lift.”
Book it
Create eBooks. Webinar attendees could leave with a flurry of notes and an overwhelming influx of information that isn’t retained. Offer an e-book or handbook of the event that can be used to refresh their memories or be a value-added product for your practice.
“You can still leverage ungated webinars to find new leads or grow your email list,” Knapp says. “To do this, turn webinar takeaways into a downloadable guide or offer supporting documents.”
Make a podcast. With permission from the participants, the audio file from the webinar can be turned into a podcast. Make sure any illustrative tools are explained or described in the podcast (you may have to turn to the webinar speaker to record this, and then insert in the proper timeline). Or create a podcast about a particular topic presented in the webinar, adding information or asking a podcast panel to weigh in on the topic.
Clip it
Use clips. Edit and clip the recorded webinar, and post one-minute shorts on Facebook or other social media sites. You could increase your social media following and encourage them to attend a scheduled automated webinar in the future.
“Did a guest share an interesting quote?” Knapp says. “Or did the host offer a summary of top tips? Cutting short clips from a webinar makes it easier to share across channels. You can use basic video editing software to add a catchy headline and subtitles to make it more accessible, then share it on social media or via email.”
Use as social media content. Did your webinar answer some frequently asked questions? Pair the questions and answers with a short clip (15-60 seconds) or a still from the webinar and post on social media sites. If you included an interactive poll during your webinar or a speaker offered valuable information, share them with infographics. Grab those nuggets of information and compile them into easy-to-read infographics with 3-5 tips and some colorful illustrations.
Watch the birdie. Make sure you ask attendees to Tweet out unique hash-tagged comments during your webinar. Then search the hashtag and retweet the best of the best. You will be engaged with your clients, and you can offer valuable information to those who weren’t able to attend.
Repurpose webinars as they are great sources of content. Reuse and restructure it in as many ways as possible to gain more ROI and build your practice.
“Once you’ve taken your webinar and turned it into multiple different pieces of content, keep an eye on how each piece performs,” Knapp says. “You’ll learn a lot about what resonates with your audience.”
REFERENCES
contentmarketinginstitute.com/2021/11/webinar-repurposing-ideas/
https://zapier.com/blog/repurpose-webinar-content/
https://blog.clickmeeting.com/must-do-after-webina
https://clickmeeting.com/tools/automated-webinar
