Content Marketing Blog

Can you repurpose webinar content?

A webinar is a web-based seminar. It takes a regular meeting room presentation and adds the potential reach and interactivity of the internet. Webinars can be really effective, mid-funnel marketing tools. According to the Content Marketing Institute, 22 per cent of Australia’s content marketers are currently using webinars.

But webinars require time and effort to create and usually last less than an hour. So, what do you do with all that great content once your presentation is finished? Finding ways to repurpose your webinar content helps you squeeze more marketing juice out of each webinar and increases your chances of getting budget to create more of them in the future.

In this post, we look at 4 ways you can repurpose and reuse webinar content to support your marketing goals. If you’re keen to use webinars as part of your marketing strategy we’ve also listed some tips for creating great content. And at the end of the post you’ll find links to some different webinar tools.

Repurposing webinar content tip #1: video

We’ll start with the most obvious way to repurpose your webinar content, which is video. When marketers use webinars they would usually create a pop-up landing page where users can register. They then promote that landing page with a mix of email, social media ads, paid search and organic search ahead of the webinar’s scheduled date and time.

If these promotional efforts are successful, plenty of relevant users sign up and then log on to watch. Perhaps they even chip in with questions and comments during the live presentation. Once the webinar has finished, you’ll have video recording of it that you can post on your site. You can use that video in one of two ways.

First, you can create a new landing page requiring users to leave their email and other useful lead information if they want to watch it. You can then restart your promotional activity, perhaps this time with a wider audience. The benefit of this approach is that you can use your video to capture new email addresses and move existing users down the sales funnel.

Second, you can make the video available for free on your site by putting it on its own landing page or posting it to your blog. This won’t help you capture more leads (at least not directly) but it will mean more users get to see it. Whichever approach you take, you should always email all the users who registered for your webinar with a link to the video, as not all them will have watched live.

Repurposing webinar content tip #2: Ebook

Most marketers would see a webinar as a bigger commitment for users than downloading an Ebook. Both usually require a form fill to access, but an Ebook sits in your downloads until you’re ready to read it. With a webinar you have to show up (albeit virtually) at a particular time, sit through the presentation and you might even be required to engage with the presenter in some way.

That said, Ebooks can still be a logical next step for users after attending a webinar. That makes Ebooks or other downloadable, long-form content a good way to repurpose and reuse your webinar materials. Let’s say you have a series of webinars planned on a particular topic. Chances are you’ll gather a lot more material when doing your research than you could squeeze into your slide deck.

An Ebook is a great way to take all of that excess information and combine it with your slides to create a single, comprehensive resource. Users who perhaps just caught one webinar in your series or who wanted a document they could easily reference at a later date would likely take the opportunity to download your Ebook.

Repurposing webinar content tip #3: blog posts

Your blog is likely to play an important role in promoting your webinar and pushing users to the registration page. If you’re using organic search as part of your promotional strategy, posting blogs about related topics and then prompting users to go and register will be a great way to expand your webinar’s audience.

But blog posts are also a good place to repurpose your webinar content after it’s gone out. Similar to the Ebook tip, you can use your blog as an overflow for your research efforts. Angles you couldn’t get to or properly explore in the webinar can make highly relevant blog posts afterwards.

If you got a particularly engaged webinar audience you might not have been able to answer all their questions or respond to all their comments during the live event. Following up with targeted blog posts shows your audience that you care about their feedback. And if someone asked it during the webinar, chances are it’s a popular question that other users are Googling or wondering about.

Lastly, your blog posts are likely to be feeding your social media and email campaigns. That makes it especially important to repurpose your webinar content into blogs so that you can retarget users who registered or attended. Blog posts following up on your webinar can be promoted in social media ads or pushed out by email to keep those engaged users coming back to your site.

Repurposing webinar content tip #4: SlideShare

You can use a number of different formats for your webinar but slide decks remain the most popular. And while you can repurpose materials you gathered to make your slide deck what about the slides themselves?

SlideShare is a site designed for collecting professional slideshow presentations and helping them find an audience. It’s now owned by LinkedIn. It has 18 million uploads and more than 80 million users, according to its own figures.

You can use SlideShare to reach new users, who might not find their way to your site. It’s also an easy way to get your slides into a shareable format. From there you can embed your SlideShare presentation in promoted posts on LinkedIn or other social media sites or share them by email without collapsing anyone’s inbox..

5 tips for creating webinar content worth repurposing

Once you’re happy you’ll be able to repurpose your webinar content you just need to make sure what you create is good enough. There’s a high bar for content on the web these days and competition for the attention of your users is intense. So, here are 5 tips to make sure your webinar content makes the grade:

  1. Choose your audience before you choose your content. What we mean here is don’t create a webinar and then try to work out how to reach the right users with it. Start with the audience and tailor the content to fit their requirements.
  2. Pick the right presenter. This sounds obvious but it can be tricky for lots of reasons. It might be that the expert on your chosen topic can’t present or that your first choice presenter doesn’t know the topic well enough to answer questions off the cuff. You have to find the right balance to avoid disappointing your audience.
  3. Create visually engaging slides. Death by PowerPoint isn’t just a worn out boardroom gag. If you have 60 slides of text that you plan to read out to your audience expect the view count on your webinar to drop pretty quickly. You need slides that both look great and add value to your words.
  4. Include your references. Just like other pieces of super high quality content, webinars need to carry more weight than your average blog post. Users expect you to have done your research and to have used relevant, authoritative sources. Listing and linking to your references at the end is a good way to demonstrate you’ve done that.
  5. Find the right platform and practice with it. There are plenty of good webinar platforms (check out our list below), but you need to find the one that works for your audience, your material and your presentation style. Once you’ve found it, practice with it so you don’t run into problems highlighting key pieces of information or flicking between your slides and your web browser once you go live.

Help finding the right webinar platform for you

If you’re in the market for a webinar platform, here are some of the available options:

Biggest reach

  • YouTube Live: the main thrust of Google’s bid for a share of the livestream pie. YouTube might not be your first thought when deciding where to present your webinar but the video sharing site is Australia’s second most popular website after Google. Its Live offering is growing all the time and it’s free.
  • Facebook Live: if your audience is on Facebook then why not cut out the middle man? Facebook is known to favour native content over third party links and Facebook Live now accommodates webinar-friendly functionality, like desktop streaming. Your webinar will also be available as a video post on your Page afterwards.

Best known

  • GoToWebinar: a spin-off of the popular web conferencing software, GoToMeeting. Often more reliable than the free alternatives with additional functionality. But requires a software download and regular updates. Free trials are available but pricing starts at AUD 109 per month.
  • Zoom: has a free version, but you would need to pay to use it for webinars. Has the option to broadcast directly to YouTube Live or Facebook Live.
  • Adobe Connect: offers a webinar option as part of its video conferencing suite and probably your best bet if you use Adobe’s Marketing Cloud because of the integration. Not the cheapest option, but offers a free trial.

Top rated

  • Business Hangouts: not a Google product, which they point out in the small print on the bottom of the homepage. It is though clearly aimed at fans of Google Hangouts and is designed to be hooked up to YouTube Live. Currently the top rated webinar app on Google’s Marketplace.
  • Livestorm: doesn’t require any installation and scores well for ease of use and customer support. Currently the top rated webinar app on Capterra, the popular software review site.
Adam Barber

Adam Barber

Director

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