Webinars are a powerful tool in marketing, lead generation and customer engagement. But, given that they’re media-rich and packed with useful content, they can provide value far beyond the bounds of the original format.
The content in your webinars can be repurposed into diverse formats, broadening your message’s reach and maximizing its impact. From short video clips perfect for driving engagement on social media to whitepapers that help you capture audience contact details, there are lots of high-impact ways to get more from your webinar content strategy.
In this guide, we’ll provide an overview of five of the best ways to approach repurposing your webinar content to help you capture more opportunities.
1. Turn Webinar Recordings Into Short Video Clips
A full webinar can comprise an hour or more of content. This provides plenty of material to consider re-using in shorter video clips that you can deploy across other channels like social media.
Repurposing webinars in this way means you can get more value out of the video content you already have available. There’s very little required in the form of additional effort – you just cut up your existing recording into smaller chunks.
Here are two of the best ways to turn your webinar into shorter video clips:
Create Highlight Reels
Creating a three to five-minute highlight reel is a fantastic way to broadcast an overview of your webinar. Focus on including clips from the introduction to establish context, key takeaways and a “final word” summary.
You can then share your short highlight reel videos on platforms like YouTube, LinkedIn and Instagram to generate more interest in your message and, by extension, drive more traffic to the page where your on-demand webinar is hosted.
Share Key Moments on Social Media
Key moments in your webinar recording are the perfect candidates for short video clips. Whether it’s an introductory speech referencing important data or an innovative product demo section, creating clips of the most impactful moments in your content is a great way to generate engagement.
To promote your on-demand webinar, you can share these clips on social media platforms like X (formerly Twitter), Facebook, LinkedIn and Instagram. Just remember to tailor your content distribution strategy to suit your audience on each platform.
2. Transform Webinar Content Into Blog Posts
Your webinar probably contains lots of great ideas, some of which are likely to be ideally suited to blog posts. Transforming your webinar content from video form into a blog post format isn’t as difficult as it sounds, and it can have lots of benefits including increased organic traffic.
The most important element in transforming webinar content into blog posts is to know what topics and themes you covered resonated most with your audience. Use webinar analytics to identify them and use these as the basis for your strategy to ensure your efforts are being spent where there’s the most potential reward.
There are lots of ways to approach creating blog posts from webinar content, but these are two of the best:
Use Webinar Transcripts
The full transcript of your webinar should contain some well-suited sections to transform into blog posts quickly. You can pull out the transcription text, do some targeted edits to ensure it’s suitable for the blog post format, and search for relevant keywords to optimize it for SEO purposes. This saves you from having to start blog post-production from scratch.
However, don’t make the mistake of using the transcription exactly as it is for your blog post. To ensure readability as a blog post, you must restructure it into distinct sections using subheadings, create a proper introduction and conclusion and edit out any particularly conversational parts.
Address Audience Questions
If your webinar included a Q&A section, your audience’s questions could be great jumping-off points for blog post-production. They directly represent queries your wider audience might also have and reflect a great SEO opportunity.
Pull out the key questions and carry out keyword research to identify whether people search for answers to them on Google. Wherever you find keyword search volume, create a blog post answering the question in full to rank for the relevant keywords.
3. Design Engaging Infographics
Infographics are great for generating engagement across social media platforms, and can also be used to good effect in email campaigns or on web pages. Scouring your webinar content for particularly interesting sections can provide some inspiration on what to create them around.
Infographics typically explain ideas that can benefit from visual and text-based content. Accordingly, data-led content that includes statistics or figures is particularly well-suited for infographics.
Use these two strategies to find opportunities to create infographics from your webinar:
Highlight Key Data and Insights
Whether your webinar has a dedicated data-led section or lots of individual pieces of data scattered throughout, picking it out is the first step in creating an infographic. Identify some key data, focusing on statistics or figures that can be combined to tell a story.
Then, use tools like Canva or Piktochart to design your infographic. Highlight the most impactful data points and include a short write-up for each. Add a title and a summary at the bottom, and you’ll be ready to use your infographic in social, email, or organic campaigns.
Use Micrographics for Social Media
Aside from being great resources, full-size infographics can be cut into smaller “micrographics” to broaden their utility. These micrographics can highlight a particular statistic, creating a more focused asset you can deploy in social campaigns.
Both full-size infographics and smaller micrographics allow you to repurpose core elements of your webinar in another visual format perfect for driving engagement. You can use them independently to support diverse campaigns or push them out specifically to generate more interest in your on-demand webinar.
4. Create Downloadable Resources
Depending on the topics your webinar content covers, you may be able to capitalize on an opportunity to repurpose some of it in other formats, like whitepapers, e-books and detailed guides, to use as downloadable resources.
These are all valuable content formats that give you the chance to go into even more detail on your focus topics than is possible in a webinar format. Most importantly, making them downloadable allows you to collect your audience’s contact information, which you can then use in other targeted campaigns.
These are two of the best strategies to repurpose webinar content into downloadable resources:
Develop E-books and Whitepapers
E-books and whitepapers are both powerful B2B lead generation tools when offered as downloadable content. They’re formats that suit high-detail content perfectly, meaning you can use them to distribute valuable, authoritative information. Locking them behind a contact information form allows you to collect your audience’s email addresses for later use in other targeted campaigns.
When creating e-books or whitepapers based on webinar content, make sure to put the proper amount of effort into them. Treat your webinar content as a starting point, but add lots of additional value in the form of data, case studies and examples to ensure they effectively broadcast your authority.
Offer Guides and Checklists
If your webinar deals with topics like how to achieve certain outcomes or use specific technologies, you can repurpose the content in downloadable guides or checklists. These resources provide ongoing value to your audience, helping them to take actionable steps after watching your webinar.
5. Launch a Podcast Series
Webinars are a visual format, but they naturally have an audio track, too. That means they’re suitable for being repurposed into podcasts, allowing you to capitalize on the opportunity to engage your audience through a content format that’s become massively popular in the past decade.
There are two main considerations when creating a podcast series based on webinars – how to approach the content and how to market your podcast to reach your audience. Here are some top tips to handle both:
Edit and Optimize Audio Content
The first thing to consider is how you’ll transform your webinar audio into a podcast format. The quickest and easiest way is just to take the audio track from the entire webinar and treat your podcast as an audio-only form of the webinar itself. Alternatively, you can cut specific sections out to create a more streamlined podcast, removing anything you don’t think translates to an audio-only format.
Whichever option you pick, transforming your webinars into podcasts allows you to reach a wider audience. Not everybody likes to consume video content, and podcasts are also more convenient to listen to while commuting.
Promote Across Platforms
To get the most from your podcast series, you’ll have to spend some resources on marketing it. As you launch, carry out a big marketing push across your social channels and email campaigns. Then, each time a new episode is released, use clips or graphics to generate more interest.
With this approach, your podcast audience should grow over time. Eventually, you’ll have a consistent, engaged audience for each episode, boosting the impact of your webinar content.
Conclusion
All the effort you put into planning and producing a webinar can pay off just from the results. But when you add in the possibilities unlocked by repurposing the content into other formats, their value becomes even more clear.
Use a combination of the five innovative methods above to extend the lifespan of your webinar content and broaden your reach. Done right, repurposing your webinar content will help you drive more engagement than ever and continue building your audience.
