The webinar content is an excellent customer engagement and video marketing strategy. We’re sure; you would devote plenty of resources, time, and effort to make the webinars a grand success. But, what’ll happen to the content once the webinar is over.
This is what usually happens:
- Your webinar so meticulously planned
- The marketing so expertly crafted
- The intro so skillfully designed using Premiere Pro templates
- The session so masterfully conducted and published on the webinar landing page
- It will end up in cold storage after a while.
Businesses are in constant need of fresh, quality content. They must milk the webinar content for all it’s worth. The five creative ways discussed in the article will show how to repurpose your webinars.
Reasons to Repurpose Webinar Content
Let’s go beyond the usual benefits of time, effort, and money. There are plenty of good reasons to repurpose webinar content. Two of them are mentioned here:
Reach a Wider Audience
A section of the target audience might prefer other forms of content to webinars. For various reasons, some might choose blogs over videos, infographics over slides, eBooks over podcasts. They might feel left out if vital information is available only in one format – webinars. By converting video content into multiple mediums, you reach out to a broader audience which is beneficial to the business.
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Infuse Life into Old Content
In digital marketing, there is a never-ending need for new and fresh content. Every day billions of words and millions of hours of videos are created to consume the masses. The target audience often forgets the webinar content soaked with valuable information created just a few months ago. Most old video content might still be a treasure trove of information that will be useful to your audience. By repurposing the webinar, you’re ensuring the audience still benefits from the forgotten content.
How to Get More out of Your Webinar Content
Now that you have decided to give your old webinar content a new lease of life let’s look at practical ways to do so.
1. Create a Transcript of the Webinar
For one reason or the other, many people can’t enjoy the webinar even if they are interested. This may be because of the location, technology, or any disability. Instead of creating a separate book (PDF) or webpage for the transcript, publish the text on the same page that displays the video. This will allow the visitors to enjoy both the webinar and the reader. With a transcript, the visitors only have to read the paragraph that’s valuable to them instead of watching the entire video.
Transcripts also add SEO benefits to the video content marketing efforts. Google and other search engines will have an easier time ranking a video page to understand the visual content. The transcript text with its keywords, metadata, etc., will aid discoverability and help the webinar rank higher in the SERP.
2. Develop a Blog Series Based on the Webinar
The content in the video could inspire your next blog post or a blog series. The information in the webinar can inspire other content mediums such as case studies, whitepapers, eBooks, etc. Converting webinars into blog posts also improves the effectiveness of the content. What you’re doing is splitting the crucial points in the video content into easily digestible topics for your blog series.
- Start by first preparing the transcript of the webinar.
- Underline the points that could serve as the topics for the blogs.
- Make sure the topics resonate with the audience and valuable information to the viewers.
You already have the transcript of the video. Hence, the blog posts shouldn’t be a text replica of the webinar. Research the topic, explore new areas, tackle related questions, and make each blog post valuable and valuable to the target audience.
3. Prepare Slides and Infographics from the Webinar
Creating slides and infographics is a lot easier if the webinar already contains presentations. Pick the key points, quotes, statistics, and presentation slides from the webinar to prepare new slides. You can upload the new slides to SlideShare and other similar websites. Like the two methods mentioned above, the target audience can consume the information in the slides (SlideShare presentations) at their own pace.
Infographics use attractive colors, images, and creative representation of statistics to convey stories and share valuable information. Suppose the target audience still wants to watch the webinar. The slides and infographics can serve as a short guide/synopsis with key takeaways acting as a reference when watching the video. Furthermore, if the webinar is on-demand content, you could use the SlideShare presentation or infographic as a teaser to create interest and attract the attention of the masses.
4. Produce Short Texts and Clips for Social Media
Webinars offer so much information that can be turned into social media content. From video clips to statistics, webinars have all. Plus, every social media user loves facts, numbers, helpful quotes, etc. Go through the webinar more than once, and gather stats, humorous quotes, interesting facts, and insightful findings. These can then be converted into posts for various social media platforms and disseminated using marketing tools. Many people lack the patience to sit through a long webinar.
If you look at the social media platforms available today, most of them provide short, digestible text or visual content. By converting webinars to social media posts, you’re reaching the yet untouched section of the target audience. You can create short snippets from the webinar with the help of the best video editors available online. Clips that are no more than 15-30 seconds long (60 seconds max.). Oh, by the way, social media clips get 12 times more shares and likes than images or text.
5. Publish Webinar Interaction as FAQ Content
The attendee questions and answers session in a webinar is a great source to create FAQ content. FAQ content can take many forms.
- The insightful questions and answers could be a great addition to your existing FAQ page.
- Based on the interaction in the webinar, you could create a FAQ blog post. This type of content is quite popular because it’s simple, engaging, and entertaining.
In interactive webinars, you won’t always have time to provide detailed answers to the questions. You can use the FAQ content to give a detailed response or clarify some crucial points. People who can’t find time to watch the entire webinar at one go can undoubtedly benefit from browsing only those points that intrigue them.
Even for expert content creators, it isn’t easy to regularly come up with fresh content. Moreover, marketers can’t compromise content quality for quantity. Your webinars needn’t be something which is once used and used no more. With the ideas given in the article, you can create several pieces of new content from 1 quality webinar. Repurposing webinars will increase the reach of your content, engage a new audience, improve conversions, and certainly enhance the ROI of content marketing.
Cristian Stanciu is a freelance video editor, owner, and post-production coordinator of Veedyou Media – a company offering video editing services to videographers, marketing agencies, video production studios, or brands all over the globe.