Repurposing webinars is gaining traction, as businesses recognize that their existing content can assist them in reaching more potential audiences if they carefully create relevant resources from it and spread it across multiple channels.
Refurbishing webinar content into diverse formats not only increases the reach of your event and its message but also its impact. That is not all, it will also help you develop valuable content that targets your leads at every stage of the marketing funnel.
This article will explore various ways to repurpose your existing webinar presentations or content, for maximum exposure and results.
What is Webinar Content Repurposing?
Content repurposing is the process of using an existing piece of content and republishing it in various formats, in order to maximize its reach to a wider i.e., fresh audience.
The same applies to webinars, where organizers reuse existing webinar content by converting it into audio, video, and visual content, that is, modifying it into newer formats so that it reaches an even broader target market. Doing so increases the reach of your webinar beyond your live event and extends the life of the content.
22 Ways to Repurpose Webinar Content for Maximum ROI
1) Craft an Engaging Blog Post:
Your webinar presentation is already packed with valuable content, so one of the best ways to repurpose it is to format it in a way that people would love to read and learn from it. This is where blog posts come in as the perfect format.
According to this resource from Hubspot, 90% of businesses use content marketing tactics such as blogging. And today, it has become a vital tool for building brand awareness, establishing authority, driving organic traffic to websites, improving search engine rankings, and attracting potential customers.
It takes a lot of effort to get your target audience to attend your webinar, like running email campaigns, paid advertising, social media promotions, influencer marketing, and more.
But it’s quite the opposite with blog posts. Once you publish an informative and engaging SEO-friendly blog, you can reach your desired audience organically, for a long time.
Use your webinar topic as your anchor, and the presentations as your reference, and create a blog post that encapsulates all the key takeaways from your webinar, so that readers can derive value from it.
Note: Make sure the webinar platform you use supports transcript capture so you can quickly extract the spoken word from a session, minimizing efforts when it comes to repurposing the webinar.
2) Convert into an On-Demand Webinar:
On-demand video will be an exciting addition to your webinar content marketing. It further amplifies your webinar’s message and elevates its value as a long-term asset
Based on this article, 63% of webinar views are on-demand (replay), 37% of registrants watch the replay and 46% of viewers watch only the replay.
Considering how busy most professionals’ schedules are, it is likely that they register for a webinar but miss out on the live event.
In such cases, transforming your webinar to an on-demand format and making it available to your audiences, allows them to watch it at their convenience, boosting your event’s reach and impact massively.
Providing on-demand webinar viewing access reassures your audience that even if they are unable to join the live event, they can still gain knowledge by watching the replay.
With an on-demand webinar, you not only extend the life of the content but also continue to generate leads, even after the live event has ended.
3) Launch a Podcast:
One highly effective way to make the most of your webinar content is to turn it into a podcast, as it allows you to reach new audiences with ease.
Think of a podcast as a digital audio file that people access via their devices and listen to at their convenience. In fact, as per this article, there are over 546 million podcast listeners worldwide, and 47% of the US population over the age of 12 listen to a podcast at least once a month.
So by creating a podcast about a specific topic from your webinar, you can reach a far wider audience and maximize its reach.
The best part is that you don’t even have to put in a lot of effort to create a podcast, because most of the modern webinar platforms come with audio recording capabilities, which you can simply package as you need and upload as a podcast on popular platforms like Apple Podcasts, Spotify, and Podbean.
4) Present Content On YouTube:
YouTube is a powerful platform for content marketing and has an enormous audience. It has taken the world by storm since its launch in 2005.
YouTube has users in over 100 countries and supports 80 different languages. So to increase your content discoverability and attract more potential leads, your message needs to be here.
A significant benefit of uploading your webinar to your YouTube channel is that you can easily add the link of your YouTube videos to your blog posts, email newsletters, and social media posts and redirect your audience there to experience content in a video form.
When posting your webinar on your YouTube channel, you need to remember one thing, though. If your webinar is too long, break it up into 10-minute segments to better engage your audience.
Suppose you upload your entire 1-2 hour webinar as is, the audience will probably leave midway because, as we all know by now, modern-day viewers’ attention span is rather short.
5) Create Social Media Posts:
Social media is a go-to place for viewing and enjoying content, these days. So you should definitely post content on it, be it in the form of images, infographics, text-based posts, or videos.
According to this research, 5.07 billion people around the world, i.e., 63.8% of the world’s population use social media. So this is a wonderful opportunity for you to present your recent event content to a wider audience.
Reuse existing webinar material in attractive formats, to create fun and insightful social media posts. Audiences will be encouraged to like, comment, and share your posts, which will increase overall engagement with your brand.
Through social media posts, you can easily drive traffic to your website or landing page and encourage visitors to take specific actions like downloading case studies or e-books in exchange for their contact information.
6) Transform the Webinar into an E-book:
The eBook market is huge and still evolving. E-books are acknowledged as valuable pieces of content in both the B2B and B2C marketplaces.
Reports predict that by 2027, there will be over 1.1 billion ebook consumers. It means the popularity of digital books is going to rise rapidly in the coming years.
So converting your webinar content into an e-book is very much a great way to reach new audiences.
You can incorporate key points, high-quality visuals, and every detail discussed in the webinar and create a more in-depth and comprehensive webinar resource for your audience to savor at their convenience.
7) Create an Email Newsletter:
Email campaigns often require content that can provide value to an audience. Highlighting your webinar’s key points or summary in subsequent email campaigns will help you generate high-quality leads.
You can also embed a short video clip from the webinar in the email newsletter and encourage people to take specific actions that you want them to.
8) Upload Webinar Clips onto Facebook Groups:
If you have a Facebook group or a community, consider distributing bite-sized videos of your webinar content there as well.
Sharing existing content of webinars with your group members can help increase its visibility and reach new audiences. It encourages them to share their thoughts, experiences, and feedback on the post, which will spark discussion within the group.
9) Restream Your Event:
For the uninitiated, you can now stream your webinar again, to newer audiences, without compromising the video quality. Isn’t it amazing?
Platforms like Restream, StreamYard, or OneStream Live allow you to broadcast your webinar simultaneously on multiple platforms like YouTube, Facebook, LinkedIn, and more.
Restreaming your webinar on various social media platforms simultaneously will create a buzz around the event. You will be able to reach your desired audience right where they are most active, increasing the likelihood of attracting new customers.
10) Use Audience Questions to Create Content:
During the live webinar, you are likely to receive a lot of good questions in the Q&A session. So, the answers to these questions can be shared in-depth, as an independent content asset.
Consider creating an FAQ page on your website using these audience questions and address them in detail. You can also share a snippet of it on social media platforms such as Facebook, Instagram, or LinkedIn.
Alternatively, you can create an entire blog post, based on the questions attendees submit. For example, if your webinar topic was “10 Tips for Effective Social Media Marketing”, and someone asks the question “How do I track the ROI of my social media marketing? Use this question as your blog topic and write a dedicated blog post on it to address this query in depth.
11) Re-use Webinar Clips For Instagram Reel:
In order to maximize the reach of your current webinar content and generate more leads from it, leverage Instagram, as it is widely regarded as the best platform for sharing short-form video content.
In fact, Instagram Reels is the third most popular video marketing channel and 50% of Instagram users find new brands through Reels.
So consider highlighting the key points, some deep insights, or behind-the-scenes moments from your webinar through Instagram Reels, and it is sure to help promote your content to a whole new audience.
12) Create High-Impact Case Studies:
When your webinar goes well, you probably have a ton of great content on your hands. Use it and turn it into a case study to share social proofs and success stories.
In fact, in-depth case studies show the evidence of your expertise and the value you offer to the customers, strengthening your credibility and attracting potential clients. It truly has the potential to be a long-term resource, and acts as an asset for lead generation and sales growth.
Studies show that case studies can provide valuable social proof, as 92% of customers trust recommendations from others, even if they don’t know them personally and 64% of B2B buyers want case studies during the consideration stage of the buying process.
Through case studies, you get an opportunity to demonstrate the success story of your existing customers and the practical use of your product or service, which helps build relationships with potential clients in the future.
13) Create a White Paper:
A white paper is an invaluable source for lead generation. Just as you can repurpose your webinar content into a case study, you can also turn it into a white paper.
Like case studies, white papers are another high-value and form-preserved content asset. It allows you to incorporate the takeaways and subject matter of the webinar. Plus, you can specify the challenges attendees faced and explain how they overcame them.
By converting your webinar into white paper, you make sure a larger number of individuals can access your message.
Here is a step-by-step guide to creating a white paper:
- Define the goal of creating a white paper – such as educating customers, generating leads, or more
- Get a written transcript of your event from the webinar platform
- Review the transcript and take note of the key messages, takeaways, and insights presented in it
- Structure the white paper with a title, brief introduction, problem, solution, CTA, etc.
- Don’t just copy and paste the transcript. Enhance it with more details like statistics, customer quotes, and more
- Research supporting data to add to it, and also include visuals like charts and graphs, and make the white paper comprehensive and engaging
- Once done, edit and proofread the white paper, before designing it as per your brand guidelines and publishing it
- Promote it through social media and email marketing campaigns
14) Create and Offer Guides or Checklists:
If you shared tips or tricks for achieving specific outcomes in your webinar, you can reuse them as a guide or checklist. By doing so, you will not only increase its value but also its reach.
Extracting the key points of the action items into a concise guide or checklist will make it easier for your audience to absorb the information. Guides and checklists can easily be shared on social media sites, increasing their reach and value.
For example, if you have hosted a webinar on “10 strategic ideas to market your event” you can turn it into a guide and name it “A comprehensive guide on marketing an event” or into a checklist and name it “Event Marketing Checklist”.
15) Post it On Pinterest:
Pinterest is the 15th most popular social media platform that allows users to share visuals like images and videos.
Pinterest has 498 million monthly active users, with 84.6 million users located in the U.S. It means 17% of Pinterest’s total active users are from the U.S.
People frequently use Pinterest for informative and inspirational content. So, by posting your webinar content on it in the form of infographics or visuals, you can significantly increase its discoverability and widen its potential reach.
There are a variety of post types and formats on Pinterest such as static pins, ideas pins, video pins, collection pins, and try-on product pins. You can pick the one that works best for you.
16) Reuse in Sales Pitches:
To attract and bring in more leads, include the recorded webinar content in your marketing operations. The information in the webinar is often valuable which can be extremely effective in persuading potential clients.
All members of your sales team need content to nurture leads. In this case, if you provide them with high-value and informative content, it will help them effectively educate prospects and move them further down the sales funnel.
Plus, salespeople will be able to confidently address any doubts or questions that prospects may have.
17) Transform Into an Online Course:
An online course is the best way to package the valuable information from a webinar, in a more structured and accessible format. It will allow your audience to make the most of your webinars at their own schedule and speed.
If possible, you can combine the insights from your past webinars and the current webinar and create a course that will truly be a content hub. You can include quizzes, polls, or game-like elements such as points, badges & leaderboards to create an interactive experience for the audience.
18) Spread Webinar Content Through Paid Ads:
Paid advertising is a great way to re-introduce your existing material to a specific audience and drive results. In fact, they allow you to target specific audiences interested in the topic of your webinar.
Studies show that PPC has an average of 200% return on investment (ROI) and it boosts a business’s brand awareness on average by 80%.
Through multiple channels like Google Ads, Facebook Ads, Instagram Ads, and LinkedIn Ads, you can efficiently share key takeaways from your webinars in the form of infographics or videos that target people with specific demographics, which will generate more revenue and ultimately grow your business.
19) Summarize Key Points And Post on Threads:
Threads is a new text-based and the fastest-growing social media platform developed by Instagram. According to this data, by the fourth quarter of 2024, Threads boasted a strong user base of 275 million.
Threads app supports various content formats such as text, images, and video. You can create infographics or short-form videos and post them on threads. You can also respond to the comments you receive, and easily connect & engage with your audience.
20) Make Webinars Evergreen on Your Website:
Integrate webinars as evergreen content on your website. It will demonstrate the real value of your business to people who visit your website. By embedding the webinar on your website, you make it easy for audiences to discover them.
Since video content is the most engaging marketing tool, you are more likely to capture the audience’s attention and keep them on your web page for long.
While embedding a webinar recording on your website, remember to provide a brief explanation about it and also include relevant keywords for better visibility on Google and to boost its search engine optimization (SEO) performance.
21) Turn it into a Slideshare Presentation:
Convert your webinar into a Slideshare presentation, to help your audience understand major takeaways with ease, resulting in higher information retention.
“slideshare.net” allows you to create slides with ease. Millions of people visit this site to quickly gain knowledge about the topic they are interested in.
If you include your webinar content on this site, you will tap into their established audience base and make it easy for them to access and learn from your slides in no time. Also, you can drive traffic to your website by adding a link at the end of the slides.
22) Present Content at a Conference or Trade show:
Your recent webinar is an excellent opportunity to showcase your thought-leadership at a live conference or tradeshow, because its content is still fresh and valuable.
At such live events, you gain access to a whole new audience. Presenting a brief summary of your webinar content to them can help you attract a larger audience to your booth, and likely persuade them to be your customers.
This can be a much more engaging strategy than passively reading out a scripted explanation of your products and services, as it will provide real and genuine value to attendees.
Why Repurpose Webinar Content?
Content repurposing is a powerful way to maximize the value of the original content. It not only allows you to reuse it in a variety of formats & styles and present it to your target audience, but also extends its life and lets you generate leads even after the event is over.
According to research by HubSpot, 60% of marketers find that repurposed content generates more leads than original content. Likewise, there are plenty of benefits to repurposing your webinar content. Let’s have a look.
- Increases Audience Reach: Your single webinar is limited to the people who attended the live event. Sometimes, not everyone who registered will be able to attend your webinar.
In such cases, repackaging webinar content not only lets you spread the message among non-attendees, but also among prospects who would like to attend your webinar in the future, resulting in significant expansion of your audience reach. - Expands the Content Library: With content repurposing, you are able to transform a single piece of your content into multiple formats and styles such as podcast, blog post, video, e-book, and more. When you reuse content in various forms, it becomes a robust content library over time.
- Boosts Website Traffic: When you create written content based on your webinars, such as SEO-optimized blog posts and FAQ section pages, Google indexes your article, and when people search keywords related to your blog, they visit your web pages, increasing organic traffic to your website.
- Boost Event ROI: It is said that repurposed content lasts longer. When you reuse your webinar content in various forms with engaging pieces, it gets an edge, extends value, works as a lead generation asset, and ultimately maximizes the ROI.
For example, if you convert a webinar into a social media post, you can reach people who are more active on social media. You can demonstrate the value of your brand’s products or services and pique their interest to buy them. - Save Tone of Time on New Content Creation: Creating new content from scratch is a bit tough, but also time-consuming. Especially, if you have a small marketing team, that can be a big challenge. Repurposing webinar content saves you a lot of time and resources.
For example, if you want to write blog posts, no need to look for new content. Instead, you can use the content from a webinar, add your creativity to make it engaging, and create a blog that’s worth reading. - Increases Future Webinar Registration: Content repurposing allows you to show your existing content in a new way to your target audience. When you repurpose webinar content, you increase its online visibility.
Audiences see it and become aware of your expertise and the value you provide, which increases the likelihood of them registering for your future webinars.
Conclusion
Webinar is an all-in-one lead-capturing tool, so don’t let the content lose its value after the live event. Integrate your webinar program into your overall content marketing strategy, and reach people in a variety of formats, such as blog posts, infographics, reels, case studies, and more. Then watch how your leads grow.
And yes, don’t forget to evaluate your strategies. If a particular approach isn’t working, abandon it and focus more on what your audience prefers.
FAQ
Long-term benefits of reusing webinar content include enhanced brand exposure, higher SEO, increased website traffic, stronger customer relationships, and sustained lead collection, which leads to booming sales.
Analyze if the blog posts you have recreated from the webinar content receive any traffic. Use Google Analytics to understand how long people spent on the blog, and which page(s) they visited from there. Also, check if the posts uploaded on social media channels have received any likes, shares or comments. Furthermore, see if there are any inquiries about your product or service.
