Outline

Pinpoint the messages you want to emphasize in your marketing and sales communications. Can you build your webinar outline around them? Webinars with a structured format and clearly defined sections are easiest to re-purpose. 

Create a breakpoint for each section. Ideally, each topic can then be extracted into a shorter video and/or audio track that can be reused as a lead magnet, distributed on social media, and other areas to reuse the material. 

Visuals

Keep reuse in mind when designing the presentation. It’s far easier to design shareable versions of diagrams, statistics, and other visuals during the webinar creation phase instead of afterward.

Script/Speaker notes 

Provide pre-written lines that the host and other speakers will use to: 

• Describe key visuals used on screen 
• Set up each transition by announcing the new topic or direction 
• Repeat audience questions before providing a response   

This kind of strategic hosting sets you up for success for smoother video or audio-only reuse. 

Registration

During the sign-up process, let attendees know that the webinar will be recorded and transcribed for future use. Some people may prefer anonymity, so it’s good to provide an option for “anonymize my name/face.”

Extend your network

You’ve got a win-win situation on your hands when experts from outside of your company join in on the conversation. If you have a subject matter expert (SME), key opinion leader (KOL), a client providing a case study, or any other outside guests, now’s the opportunity to expand the reach of your message. 

These KOLs and SMEs have their own networks that you can tap to improve webinar attendance and engagement. Prior to the webinar, create marketing materials (e.g. social media posts, blog posts, email announcements) for external contributors so they can connect with their networks in advance. 

After the webinar, create video clips, social media and blog posts for your guest to post. This is one more opportunity to reach a wider audience with your materials. 

Every guest will love having ready-to-go content. You’ve taken a burden off of them and they will love to re-use your material.

Repurpose webinar content for the biggest ROI

After the webinar, careful planning can really pay off, with repurposable content in video, written, static visuals, audio and bundled formats. 

Video

Edit the webinar video into smaller clips. Each section offers content you can repurpose into on-demand mini-webinars, YouTube or Vimeo videos, social media assets, website or landing page content, and more. 

Edit and polish each segment for maximum engagement, even if you plan to offer the full webinar video as an on-demand experience. Look for opportunities to capitalize on the unexpected. Were there any particularly interesting questions? Did someone’s cat interrupt? (Blooper video, anyone?) Smaller “chunks” of video content from your webinar can become compelling (or simply humorous) assets for a social media post or event recap.

Static visuals

Remember those shareable visuals we designed during planning? Now’s the time to use them in social media posts, infographics, web content, and more. 

Written assets

Start with the transcript and slides. Edit and format them into an eBook for your next content marketing campaign. Send a copy to participants in a follow-up email and use that opportunity to continue the connection. Or consider a blog post highlighting key takeaways or exploring related topics (with a link to the on-demand webinar for those who couldn’t attend).

Audio

It’s easy to extract the audio from your webinar video and then use it to create a podcast episode (or two). Leverage bite-sized audio clips over animation to create all-new video content. 

Bundled content

Boost your sales team’s toolbox and help them nurture leads by packaging up that on-demand webinar with helpful supplemental resources. 

Align your organization

When everyone sings from the same songbook, the story, message, and call to action are crystal clear. By providing the guiding principles, templates, and approved messaging to cross-functional teams (Sales and marketing teams—we’re looking at you!), you make it super easy for them to integrate it across all customer touchpoints. That’s music to everyone’s ears.

Resonate with target audiences

The more you know about your target audience’s needs, pain points, goals, and buying journeys, the more likely you are to capture their interest. Start with deep research. Then, use that insight to craft a truly compelling value proposition that clearly differentiates your position in the market. 

PRO TIP: Be open to seeing your target audience with fresh eyes. They may look different today than how you viewed them in the past.

What’s your “Why?” Learn how to take a customer-centric approach to messaging. 

Drive desired outcomes

Clear and consistent messaging focused on your core value propositions reduces friction in the buyer’s journey. Now, you can seamlessly engage from awareness to purchase through a strategic narrative tailored to their needs. Just watch those conversion rates soar.

PRO TIP: Learn about the importance of a Key Messaging Guide.

Build your credibility

Dial in your messaging so that it rings loud and clear across all your communications. Not only does this strengthen your position in the market, but it also carves out your thought leadership space and nurtures long-term partnerships.

Measure and evolve

Your messaging is not a one-and-done exercise. A documented strategy allows you to set benchmarks, measure impact, and continuously optimize it for better results.