Webinars have become an increasingly popular form of content marketing, allowing businesses to connect with their audience and share valuable insights. However, once the live webinar is over, many organisations fail to fully leverage the potential of their webinar content. Repurposing webinar content is a smart strategy that can extend its reach, maximise engagement, and provide lasting value to both the audience and the business. In this article, we will explore effective techniques for repurposing webinar content and maximising its impact.

Before diving into the repurposing strategies, it’s essential to understand what webinar content entails. Webinar content refers to the materials, presentations, and recordings used during a live online seminar or workshop. It typically includes slides, videos, audio, and any other visual aids used to deliver the webinar’s message and engage the audience.

The importance of repurposing webinar content

Repurposing webinar content is crucial for several reasons. First, it allows you to reach a wider audience by repackaging the content into various formats suitable for different channels and platforms. Second, repurposing enhances engagement as people consume content in different ways. Some prefer reading blog posts, while others prefer watching videos or listening to podcasts. By repurposing, you can cater to different preferences and increase the chances of connecting with your target audience. Lastly, repurposing extends the lifespan of your webinar content, providing ongoing value and generating leads long after the live event has ended.

Choosing the right webinar content to repurpose

Not all webinar content is created equal when it comes to repurposing. Some webinars may be more suitable for repackaging, depending on the topic, format, and audience engagement. It’s crucial to assess the content’s relevance, evergreen nature, and potential for conversion. Identify the webinars that have the most valuable insights, engaging discussions, and actionable takeaways. These are the ones that are most likely to resonate with your audience when repurposed into different formats.

1. Repurposing webinar content into blog posts

One effective way to repurpose webinar content is by transforming it into blog posts. Start by transcribing the webinar recording or extracting key points from the presentation slides. Use this content as the basis for well-structured blog articles that provide valuable information to readers. Incorporate additional insights, examples, and external references to enhance the blog post’s quality and make it more comprehensive. Optimise the blog posts for SEO by incorporating relevant keywords, headers, and meta descriptions.

2. Creating infographics from webinar content

Infographics are visually appealing and highly shareable assets that can effectively communicate complex information. Convert key statistics, data points, and key insights from your webinar into compelling infographics. Use visually appealing designs, charts, and graphs to present the information in a concise and engaging manner. Infographics are ideal for sharing on social media, embedding in blog posts, or including in email newsletters to grab attention and drive traffic to your webinar content.

3. Transforming webinar content into videos

Video content continues to dominate online platforms and capture the attention of audiences. Repurpose your webinar content by transforming it into engaging videos. Start by editing the webinar recording, removing any irrelevant sections or technical glitches. Enhance the video by incorporating additional visuals, animations, and graphics to make it more visually appealing. Divide longer webinars into shorter segments to create bite-sized videos that are easier to consume and share on platforms like YouTube, LinkedIn, and Instagram.

4. Crafting social media snippets from webinar content

Social media platforms provide excellent opportunities to repurpose webinar content and drive traffic to your website or landing page. Extract key quotes, tips, or insights from your webinar and turn them into bite-sized social media snippets. Use compelling visuals and engaging captions to make the snippets stand out in users’ feeds. Include relevant hashtags and mentions to increase discoverability and encourage shares. Direct users to your repurposed webinar content by providing a link in the captions.

5. Designing slide decks from webinar content

Webinar presentations often contain visually appealing slides that can be repurposed into standalone slide decks. Convert the slide content into a format that can be easily shared, such as PDFs or PowerPoint presentations. Optimise the slide decks for SEO by adding keywords to the titles, descriptions, and alt tags of the images. Slide decks are valuable resources for sharing on platforms like SlideShare, LinkedIn, and your website’s resource section, attracting new leads and establishing thought leadership.

6. Repurposing webinar content into podcasts

Podcasts have gained immense popularity as a convenient and engaging way to consume content. Repurpose your webinar content into podcast episodes by extracting the audio from the webinar recording. Edit the audio to remove any irrelevant or repetitive sections, ensuring a smooth listening experience. Create an intro and outro to provide context and branding. Podcasts allow you to reach an audience that prefers audio content and opens up new avenues for connecting with potential customers and industry influencers.

7. Writing ebooks and guides using webinar content

Webinar content often contains in-depth knowledge and valuable insights that can be repurposed into comprehensive ebooks or guides. Collect the most valuable information from multiple webinars on a similar topic and compile it into a well-structured ebook or guide. Add additional research, examples, and practical tips to enhance the content’s value. Offer the ebook as a lead magnet to capture email addresses and nurture leads. Ebooks and guides can establish your authority in the industry and provide long-term value to your audience.

8. Leveraging webinar content for email marketing

Email marketing is an effective way to nurture leads and maintain engagement with your audience. Repurpose your webinar content by creating a series of email newsletters that highlight key takeaways, provide additional resources, or invite subscribers to upcoming webinars. Use engaging subject lines and personalised content to capture the readers’ attention. Include links to the repurposed content, such as blog posts, videos, or podcasts, to drive traffic and encourage further engagement.

9. Hosting webinars as evergreen content

Some webinars contain evergreen content that remains relevant and valuable over time. Repurpose these webinars by hosting them as on-demand or evergreen content. Create a dedicated landing page or webinar library where visitors can access the recorded webinars. Promote the availability of on-demand webinars through your website, blog, social media channels, and email newsletters. By making your webinars available on an ongoing basis, you can continue to attract new leads and provide value to your audience.

10. Repurposing webinar content for SEO benefits

Repurposing webinar content can significantly boost your search engine optimisation (SEO) efforts. By converting webinar content into various formats, you create multiple entry points for search engines to index and rank. Optimise each repurposed piece of content with relevant keywords, meta tags, and descriptions. Interlink your repurposed content to create a cohesive web of information that search engines can navigate. By leveraging SEO best practices, you can increase the visibility and organic traffic to your repurposed webinar content.

Conclusion

Repurposing webinar content is a powerful strategy for maximising reach and engagement. By converting your webinars into various formats such as blog posts, videos, infographics, podcasts, and more, you can cater to different audience preferences and extend the lifespan of your content. Remember to optimise each repurposed piece for SEO, track performance metrics, and continuously refine your strategy. With a well-planned repurposing approach, you can make the most of your webinar content and deliver lasting value to your audience.

FAQs

1. How can repurposing webinar content benefit my business?

Repurposing webinar content offers several benefits for your business. Firstly, it allows you to reach a wider audience by presenting the content in different formats suitable for various platforms and channels. This increases your visibility and potential engagement. Secondly, repurposing caters to different audience preferences, as some people prefer reading blog posts, while others prefer watching videos or listening to podcasts. By repurposing, you can engage different segments of your target audience. Lastly, repurposing extends the lifespan of your webinar content, providing ongoing value and generating leads long after the live event has ended.

2.Can I repurpose webinar content that includes live audience interactions?

Yes, you can repurpose webinar content that includes live audience interactions. Live interactions, such as Q&A sessions, polls, or discussions, can provide valuable insights and engagement for your audience. When repurposing this type of content, consider incorporating the highlights of the interactions into the repurposed materials. For example, you can include the most interesting questions and answers or summarise the key points from audience discussions. By including these elements, you maintain the authenticity and engagement of the original webinar while adapting it to the new format.

3. How can repurposing webinar content help in building brand authority?

Repurposing webinar content can significantly contribute to building brand authority. By repackaging your valuable insights, expertise, and knowledge from webinars into different formats, you showcase your expertise to a wider audience. As you consistently deliver valuable and informative content across multiple platforms, you establish yourself and your brand as a trusted authority in your industry. Repurposing also allows you to reinforce key messages and core values, further strengthening your brand identity. The more you share valuable content through repurposing, the more credibility and authority you build within your target audience.

4.What are some effective ways to promote repurposed webinar content?

Effective ways to promote repurposed webinar content include sharing on social media, leveraging email newsletters, collaborating with influencers, guest posting on relevant websites, utilising paid advertising, and cross-promoting through existing content channels.