The past few years have been very lucrative for the webinar industry. With the global pandemic making live events impossible, people turned to the online version. Currently, the global webinar market is estimated to reach 800 million by 2023, up 253 million from 2015. Even if they are very lucrative, webinars can be expensive to make as you need the right equipment and hosting solution.
Needless to say, for knowledge entrepreneurs, webinars are a great way to market online courses and other learning products. It’s natural that once you have put your time, effort, and money into creating a webinar, you’ll want to earn more from it. This means you’ll have to come up with creative ways of repurposing the webinar content you already have.
Ideas for repurposing existing webinar content
Depending on the length and the depth of your webinar, there are several things you can do to make the most of your time and work.
1. Transcribe the webinar to help with SEO
The best way to market your webinar is to make sure it appears in search engines. You can do several things to optimize your webinar for this purpose: choose the topic of the webinar based on keyword research, optimize the landing page and use schema markup to increase visibility.
However, it also helps to provide a full transcript of the webinar. Some webinar hosting sites generate automatic transcripts, but you can make sure no information is lost and edit when necessary by doing this yourself. You can also choose to add the transcript right below the video, thus giving your audience the choice of either watching or reading. Needless to say, it also helps with accessibility and people can easily quote you in their content as they can include the webinar link and copy the correct text.
2. Create a blog post or series
You already have the transcript. Should you publish that as a blog post? No. While it’s fine to keep some parts of the text, you’ll be much more successful if you use the webinar content as a starting point for blog posts.
Blogging is a very effective marketing tool as it can increase your leads by 67 percent and get up to 97 percent more links to your website. If you invest time in creating engaging blog articles, you can use them to promote the webinar and online courses. You can write thought pieces to discuss relevant issues and engage the audience in a thoughtful discussion. You can go deeper with subjects that people want to learn more about and expand some ideas that couldn’t be included in your webinar.
3. Make shareable infographics
As a course creator, you need to find the most exciting information, the latest research findings, and eye-opening statistics. Then, you must select only the most relevant topics as they have to fit into a short presentation, as a webinar should last anywhere between 60 to 90 minutes, including the Q&A part and breaks.
Your research can be easily turned into eye-catching infographics. These are easy to share and useful to your webinar participants since it helps them visualize and retain information, no matter how complex the topic. They can be reused in your online courses, social media posts, etc.
4. Share content with SlideShare
LinkedIn is one of the most valuable networking resources for professionals, and the platform also offers SlideShare. This tool allows you to share slideshow presentations, videos, infographics, and other types of content online. The goal is to make professional knowledge easily accessible to the interested online audience.
There’s no limit to how many people can see your content, and it’s free. When you choose which slides to upload, go for the ones that have more detailed explanations, as SlideShare content doesn’t usually include an audio component. However, you can record and upload an MP3 file to complement your content. When uploading your slides, SlideShare copies the text and adds it to the page, which helps make the keyword optimization more effective.
5. Write a white paper or e-book
Depending on how broad the subject of your webinar is, you can develop the existing content into more extensive reading material. Again, the transcript should only act as a starting point. A white paper is an effective marketing and sales tool as it explores a particular subject related to your online courses.
According to Masterclass, “a good white paper engages and educates a business’ given clientele with in-depth information that does the work for the customer.” An e-book is also a great lead magnet if well-researched and engaging.
6. Use your webinar content in newsletters and on social media
If you create campaigns to promote your webinar, you probably use teasers or other types of promotional content. In the repurposing phase, you can crop, edit and share all the interesting parts of your webinar.
Using these parts in your newsletters helps you market to learners or potential learners who didn’t attend your webinar. Repurposing webinar content for social media will increase your visibility and establish you as an authority in the field. You will have to adapt to each platform – you can post more extensively on LinkedIn and Facebook and choose snippets or infographics for Instagram and Pinterest.
7. Create targeted email marketing campaigns
Creating targeted email marketing campaigns works best if your webinar was primarily designed as a lead magnet. Far from being obsolete, email marketing is one of the most effective channels for promoting your business. For every dollar spent on email marketing, you can expect a ROI of 36 dollars. Yet, since you are not the only knowledge entrepreneur aware of this, your campaign has to come with something extra. Video snippets from your webinar can bring email subscribers closer to clicking the “buy” button. Depending on what you cover in your webinar, you can target various parts of your sales funnel for best results.
8. Host a podcast
Audiences are diverse and have different preferences regarding how they consume learning content. Podcasts are popular all around the globe, and with increasing concern about prolonged screen viewing generating eye fatigue, listening to an informative episode is a welcome change.
The format allows you to target an even larger audience and show the ability to cater to various needs. Depending on the subject, you can choose to make a summative episode or a series in which you can cover even more information or answer the most common questions during the run of your webinar.
9. Use the Q&A from the webinar on your FAQ page
Q&As are the driving force behind attendees’ engagement in your webinar. Live Q&As are especially popular as they offer a good way for the audience to interact with you. Ninety-two percent of webinar participants expect this type of live interaction, which can be very valuable for you.
Having an honest conversation with your webinar audience will allow you to pinpoint their primary interests and see what they would like to know. You can use this information to build a solid FAQ for your online course business website. It will show potential customers that you are a professional and ready to offer solutions to their pain points.
10. Create an on-demand version of the webinar
If your content is evergreen, consider repurposing it as an on-demand webinar. The audience can still benefit from the recorded version. You can include an overview of the Q&A sessions to access the information exchanged in those.
Customers prioritize flexibility, and they rank on-demand viewing as the most valuable addition to webinars. It’s best to edit the recorded material to add filters and transitions, so it’s tailored to the audience. This also allows you to edit out the parts that didn’t get the desired response the first time around.
11. Upgrade your e-learning portfolio
When potential learners look you up online, they want to see your credentials and determine if your courses and expertise are the right fit for their needs. You want your professional profile and portfolio to stand out. The tricky part is that it’s hard to make a good first impression in the online environment.
If you notice that some parts of your webinar resonated the most with your audience, use them in your brand presentation video, course presentation text, landing pages, etc. Offering a sample of your work is the best calling card, and even if you don’t close those leads right away, they will come back if you have a memorable e-learning portfolio.
Repurpose your webinar content and reap the benefits
Webinars don’t need to be one-time events. While they get you the best results – audience engagement and lead generation – in live versions, there’s so much more that you can do with webinar content. Depending on the length and complexity of your webinar, you can try all or some of the things I’ve talked about in this article. The important thing is to keep the conversation going and find creative ideas for each part of your sales funnel and even online courses.
Raluca Cristescu has over ten years of experience in corporate training, focused mainly on soft skills for customer service and direct sales.