A webinar is exactly what will resonate with your target audience. Now, make sure you get the most out of it, by multiplying the use of the content through social media, blog posts, and broader network usage.
Putting together a webinar or other online event is a big job. So it’s understandable that you want to make sure your hard work really pays off in leads, sales, and engagement. Good news: Webinars were chosen by B2B marketers as last year’s most effective content distribution channel (a two-way tie with in-person events). They really do work!
We can’t help but wonder if marketers are making the most of those webinars. 37% of B2B marketers say they struggle to repurpose content. Reusable content is the hidden advantage of webinars. If you’re not making the most of it, you’re simply not getting the most bang for your webinar buck.
Planning ahead when repurposing webinar content
Here’s what our team considers as we build future reuse into every stage of a webinar plan.
Ready to tap our team’s expertise?
Submit this form to schedule a consultation, or contact Don Poe directly at 303-449-6086.
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.
PRO TIP: A tight outline helps ensure that everything you want to cover gets covered.
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.
PRO TIP: Providing verbal descriptions and transition support helps all participants track the structure of the webinar and retain what they’ve learned. Plus, it’s especially helpful for visually impaired and neurodivergent attendees, and auditory learners.
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.”
PRO TIP: Major webinar platforms such as Webex, Zoom, and Microsoft Teams offer real-time transcription via AI. These tools provide a solid headstart for creating blog posts, articles, and infographics on key topics.
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.
Webinar development and support made easy
Our experienced team of strategists and content creators can help you develop the perfect plan, create a visually exciting webinar, execute it seamlessly, and then repurpose it into a range of valuable assets.
Like all of our work, we approach webinars with a healthy dose of curiosity and enthusiasm. How can we make your content perform better? How can we craft the most engaging experience for live attendees and an on-demand experience? How can animation bring complex content to life? The possibilities are endless, and we can’t wait to get started.
Ready to elevate your messaging strategy?
Submit this form to get started, or contact Don Poe directly at 303-449-6086.
