A few weeks back, Brendan Cournoyer wrote about how marketers can capitalize on live events to create a variety of video content assets featuring experts and speakers. In many of the same ways that live events are content havens, so is also true of webinars.
Just as with events, subject matter experts and industry leaders who present during webinars share a wealth of information, typically accompanied by slide content to help support their talk. From a repurposing perspective, these elements paired with a solid strategy can lead to a content gold mine.
So where do you start?
Let’s take a look at a few ways you can repurpose webinar materials to fuel your content machine and get some extra mileage out of your speakers’ expertise.
1. Record the full webinar for an on-demand replay.
It’s always a good idea to record your webinars even if at the outset you aren’t entirely sure how you’ll use the recording. At the very least, with the flexibility to review the webinar at your convenience you’ll have an easier time repurposing sections for additional content assets, but it’s also a good idea to turn the recording into a full length, on-demand replay.
Oftentimes webinar registrations will have a last-minute change of schedule that pulls them away from your live webinar, but that doesn’t mean they weren’t interested in your event. An on-demand replay that they can review at their convenience will extend the life of your webinar, help you reach a wider audience, and create an opportunity to follow up with your registrants. Even those folks who did attend the webinar can benefit from the replay so they can share what they learned with their colleagues.
2. Create a short video recap to summarize key points.
If your webinar was particularly long, or took on more of a relaxed, conversational tone between the speakers and audience members, there may be opportunities to tighten up the message to produce a more succinct piece of content.
Review the webinar recording and make note of the main pillars of the speaker’s message, then pull out a few key details that support each of those broader concepts to effectively create an abbreviated outline. Pair these notes with some appealing graphics and narration, and shoot for the length of the recap to fall somewhere in the 10-15 minute range. This may take a bit of extra finesse in the areas of slide design and narration but will be worth the effort. In many cases, a concise recap of the webinar will be more appealing to viewers who may not have a full hour to dedicate to a true replay.
Since a shorter recap will have a broader audience appeal, you can really get your money’s worth out of this type of content by sharing it across your social media channels. Short videos are also perfect for YouTube – try creating a webinar recap playlist and publish the videos there as well.
3. Design an infographic to illustrate data points.
Webinars are often packed with statistics that can sometimes be overshadowed by other parts of the presentation, but when pulled together can serve as a powerful content asset. Infographics are a perfect way to visually represent a set of data points with a structured approach that conveys a more complete story than individual statistics.
4. Develop social media graphics to highlight key statistics.
Statistics from webinars are also perfect material for social media graphics, and the good news is, creating these graphics is a breeze. Simply pull out a stat from the webinar (notable quotes from speakers also work well), and use these tips to create an appealing social graphic with just PowerPoint and some simple images.
Graphics like these are of course a perfect fit for more visual social channels like Facebook and Pinterest, but are also a great way to garner more attention on Twitter now that the platform automatically displays images in its users’ feeds. When it comes to social graphics, use them as a vehicle for connecting viewers with a larger piece of content. For instance, use an image with a compelling stat to attract attention, then utilize the body of the tweet to provide more value by linking your followers to the full report from which the stat was pulled (or in this case, to the on-demand webinar).
5. Write a blog post to feature information from the webinar Q&A.
Many webinar topics inspire an array of questions from the audience that give the speaker the opportunity to share more of their expertise. This means more content you can repurpose! Take a few key questions and the speaker’s responses from the webinar Q&A, and package them in a post for your blog. Here’s an example we put together following a recent webinar on in-house video production.
This enables you to put the spotlight on even more of the valuable expertise that your speaker had to offer that might have otherwise been overlooked at the end of the replay. An extended webinar Q&A is also a great way to expose a new audience (your blog readers) to the webinar content, and an opportunity to link them to the full replay.
Visit our webinar strategy page for more tips and ideas for repurposing content and extending the life of your webinar.