4 Whip-smart ways to repurpose your webinar content
2020 may well be the year of the webinar. With social distancing and working from home becoming the norm, webinars have become the hottest B2B content marketing tool to generate qualified leads and engage them.
Research shows that 73% of marketers find webinars to be the best tool to attract quality leads.
But the reach of a webinar extends far beyond its live audience. A webinar, like the proverbial cat, can have nine lives if you put your creative hat on. SO, repurposing webinar content increases its shelf life, outreach and consumption, and the cumulative brand value.
Here are some super-effective and easy ways to repurpose your webinar for content marketing:
1. Landing page
The webinar registration landing page is a certified lead magnet. Continue to generate leads from your webinar by sharing it as a webcast, in an on-demand format, on the landing page. Share the link to this page in your social media posts and promote it with emails for those who missed it.
2. Blog posts
Repackage the webinar content into a series of mini blog posts with actionable insights or long-form thought leadership blogs if the content merits length. Add quotes, images, slides, and video clips from the webinar in these blog posts to make them engaging and visually appealing.
Tip: If you are inserting photos or images in your blog, choose the right file types to optimize the image load time. Using JPG for photos and PNG for screenshots is ideal. A lot of your readers may land on your blog via an image search, so remember to add image alt tags that make images in your blog discoverable.
3. Social media
A webinar is quite the gold mine when it comes to shareable statistics, quotable tweets, or many other nuggets of wisdom that are ideal for social media.
For instance, you can use poll results from the webinar to create infographics for social media. You can also run the webinar polls on Instagram or Twitter and publish the results as proprietary research.
Use Facebook to share video snippets from the webinar and create a buzz so people sign up for a watch-on-demand version of the webinar if they miss catching it live. As people like, comment, and tweet-retweet on your webinar uploads, you succeed in creating a community of followers for your brand.
Truncate your webinar into short vlogs or videos and post them on your official YouTube channel Click To Tweet
Tip: Generate some pre-webinar hype by inviting your webinar speakers to share a sneak-preview for your social channels.
4. Vlogs, video snippets, and transcripts
Publishing webinar transcripts on your website is not only great from a web accessibility standpoint; you also get major SEO brownie points (since Google cannot crawl video content).
Another content marketing platform to consider is SlideShare. When you upload a webinar on SlideShare, it automatically takes the text from your webinar and posts the transcript.
Tip: Add tags relevant to your webinar’s subject to optimize the searchability of your webinar content on SlideShare. You can also consider adding your website URL to slides, so audiences interested in knowing more about your brand, products, or services, can visit the website.
Organizations like HubSpot, Kissmetrics, WordStream regularly publish their webinar slide decks on SlideShare to enhance their content marketing efforts.
Similarly, truncate your webinar into short vlogs or videos and post them on your official YouTube channel. This especially makes a lot of sense if you are planning to do a webinar series. In that case, all webinars in a series can be uploaded, as and when they are ready, and become a playlist on YouTube. And anyone who accesses one of your webinars can then conveniently find all related webinars in a single location.
Online visibility management platform SEMrush thrives on webinars. Their 5-hour webinar marathons are quite popular among B2B marketers. Interestingly, SEMrush slices up these 5-hour webinars into individual 30-minute segments for sharing on social media and replays on their website and YouTube channel.Convert your webinar into multi-format, multi-platform content assets, and reap the benefits of strategic content marketing Click To Tweet
Do not let your webinars gather dust once the event has passed. Webinars are a powerful demand generation tactic. But planning and filming a corporate webinar can be time- and resource-intensive. Convert your webinar into multi-format, multi-platform content assets, and reap the benefits of strategic content marketing.
Contributors to this blog post – Aastha Singh, Shrutika, Swapnil Adsul