How To Multiply Webinar Impact With Written Content

Given their length, webinars can be transformed into more types of written content than you think. Add AI to the mix, and creating content like blog posts (not this one), e-books, social posts and articles becomes much easier and efficient.

But, if you want to get the best results, you need to make sure to place and promote the right type of content in the right places. Here’s how to do it.

Content for your own channels

Your owned channels — like your website — are ideal spots for long-form content. They give you space to go deeper into topics, build authority and keep visitors engaged longer. Plus, you control the experience, from design to messaging, making it easier to support SEO and guide buyers through their journey.

Here are five suggestions on content you can use: 

1. Blog posts. Get more bang for your buck — or webinar — and further enrich your AI generated blog post by sprinkling in Key Moment video clips like we did in this blog post based on a life sciences webinar. While you likely have a dedicated blog section on your webpage, consider also publishing blog posts on your content hubs.
2. E-books. AI can pull together the key points of your webinar and create an engaging e-book. You can also take data points from the polls you had during the webinar to create charts. Here’s an example of how we did this at ON24.
3. Articles based on audience questions or FAQ. An engaged webinar audience asks a lot of pertinent questions. You can use the answer to some of those questions as a source of inspiration to create an article that takes a closer look at the topic. You can also create a FAQ from AI based on the questions asked during the webinar to add to the related content hub. 
4. Support articles. While your thought leadership webinars are a rich source of content that can be repurposed, don’t neglect your product demos. These can be turned into informative support articles to help customers and prospects alike. 
5. Transcripts. Although transcripts may not always be suitable to publish on your owned channels, they are excellent for SEO and are a common technique used in podcasting. 

For even better results, consider all your owned channels to promote these forms of content. As previously mentioned, boost your content’s exposure by including it on content hubs. You can also add e-books, transcripts or articles to webinars as resources. Targeted on-site pop-ups or banners are another excellent way to get eyes on your content.

All these techniques are particularly powerful when personalized. Benchmarks data from ON24 shows that there was a 61% year-over-year increase in resource downloads from personalized experiences. 

ON24 AI-powered ACE allows you to automatically create content such as blogs, e-books and transcripts from your webinars or videos. It also allows you to publish to content hubs or be downloaded to use throughout your owned channels. You can find out more during this 30-minute on-demand webinar session. 

Content for social channels

While video is a highly engaging format and easily created from webinars, you can also use webinars to create written social media posts. You can create short posts that promote the webinar or other content you have on offer. Key takeaway teasers also create interest and engagement on your social channels. 

Do you want to have your social posts stand out even more? Use slides from your webinar as images within the post. And, if you have speakers or are partnering with brands, make sure to name check them with a @mention to gain amplified shares and likes. 

As with owned content, ON24 can help generate social posts automatically from your webinars with the help of AI. You can even edit the posts within the platform using the rich text editor. Check out this example of the post generated for one of our own webinars.

An example of how ON24 AI-powered ACE can generate a social media post from within the platform.

Multiply with paid promotions

You can use all the written content we’ve already discussed to drive paid campaigns for amplified results. This includes using paid search and content syndication to promote e-book content based on keywords and audience type. 

Use paid promotions to retarget webinar attendees and no-shows to download the e-book or watch the on-demand webinar. You can even widen your net beyond those who registered for the webinar and promote this content to your larger target audience. 

Lastly, you can also use paid promotion to amplify your social posts and reach a wider audience beyond your current followers. It’s a simple way to increase visibility, get in front of the right people and drive more attention to your content. 

Enable sales

Keep sales in the loop when it comes to creating and sharing written content. Engaging, informative pieces of content can be powerful tools for outreach — but only if the sales team knows they exist and can easily access them. Be sure to provide links to all the content we’ve previously discussed, ideally in one central location. 

Providing key takeaways to sales also helps to drive on-demand views through social selling. Additionally, you can set up email templates that promote on-demand webinars as well as related written content. 

ON24 can help you generate key takeaways and draft follow-up emails that sales can utilize in their outreach. Here are just a couple of examples. 

Example of AI-generated Key Takeaways using ON24 AI-powered ACE.

Example of a follow-up email generated by ON24 AI-powered ACE.

Further boost reach with translated written content

Reaching a broader global audience can be a challenge. Translating your written content is a great place to start to reach new markets. Fortunately, AI has taken away the need to do translation manually or to hire a webinar translation service. 

ON24’s AI-powered translation and optimization tools automatically adapt video and text content for different regions, helping you maintain consistent messaging, improve SEO and reach a broader global audience.

Lastly, remember that written content is not an end in itself. You want to use it to drive the next action. Make sure to always provide a CTA or next action in your written content. In most cases, linking to the on-demand webinar is a safe bet, but you may also choose a different CTA based on your goal.