So here we are! It’s Monday morning and today, I wanted to take a minute to reflect on the C3EB summit that was created by Dr. AJ, one of my clients and friends. I was a speaker and got to talk about some things that were very important to me and life experiences that used to be a lot harder to share, but I’ve been working on it because I feel like it can help people. For those of you who were able to be there and support me, I really appreciate it.
What Comes After Delivering a Webinar?
Today, we’re going to talk about repurposing webinar content. So you came up with your idea, you marketed the webinar, you delivered it. It was great. The value was huge, and you’re so happy with it. What now? Shouldn’t you just create a gated, evergreen webinar?
The big thing is that it’s evergreen and you’re like, “This is so great!” It’s wonderful, but there’s no deadline.
There’s no scarcity. There’s no compulsion. So what’s going to drive people to watch that? So what if it’s a lead gen piece?
I think if you’ve built up some authority and you have a reputation for creating amazing content, then yes. That could potentially work out really well for you.
But like I said, once the event is done, you hibernate. Once you’re done hibernating, then you have to ask yourself, “How do I repurpose all of this wonderful content that I have?”
So I’m going to share with you what I recommend to my clients, from what consumes the least amount of resources to the most.
5 Ways to Repurpose Your Webinar Content
1. Feed Your Social Media Machine
You can repurpose questions from your Q&A; all of the Q’s during your Q&A can be social media posts. That’s somebody in your target audience who is asking you a question. They are giving you marketing intelligence right now.
So anything from your Q&A could potentially be a social media post.
All of the other ideas that I’m going to present to you should be promoted and distributed on social media. So that’s always something you should keep in mind.
I don’t want to call it a social media monster. We’re always taking these different bits of content and your social media seems like this big monster with a distended, dislocated jaw on hinges. And it’s like, “Content, content, content.” I don’t want to call it that because then that leads you to just throw whatever in there.
So let’s call it your social media machine.
You’re always feeding this machine so it can connect you with the right people, connect you with new people, generate leads for your business. So it’s your social media machine, and it needs fuel.
Your content is the fuel. You can feed all these ideas into your social media machine.
2. Transform Main Points Into Blog Post Series
You can take the main points of your webinar and turn those into blog posts. My advice to anybody is to get a transcript and then get it cleaned up, which is what I usually do. So if you’ve ever gotten a long transcript and tried to read though it, you’ve probably realized that it’s horrible. I hate doing it.
So I use an AI program that transcribes my audio, and then I work with a professional transcriber, who then “blogifies” the transcript.
After that, Sílvia – my awesome social media magician, which is her new official title – will go and create the graphics and everything for it. She puts it in WordPress for me, and I just go back and do my little edits. And those are the blog posts.
And if you do set your webinar up as a gated piece of content, then you can always include your CTA. Now you’ve created a blog post; top of the funnel content, which can then point people toward this evergreen webinar.
I’m not saying that you shouldn’t have your webinars available as gated evergreen content, but what else are you doing to drive interest? That’s what a lot of these ideas are about.
Now, you can do one blog post, or you can do a series. I highly recommend expanding a bit on what you said to generate new interest. Particularly if people who’ve already attended your webinar will feel like they have no reason to read the blog post.
You can always re-market it to those same people and say, “Hey, we talked about X during the webinar and we wrote a blog post that gives you a bit more information about this.” So now they’re like, “Oh, I already learned it during the webinar.
Now there’s more information.” You’re giving them a reason to go ahead and check it out.
3. Review Webinar Content in Podcast Episodes
If you already have a podcast for your business, then repurposing a webinar just makes sense. You just pull out that audio. Maybe your podcasts are normally 1 hour long, so you can just pop your webinar into that if you want.
But if you really want to put some secret sauce on it, I would take the webinar, pull out audio snippets that I liked, and then create new audio further expounding on particular points. Or you could even bring in a guest cohost and talk about that particular section of audio from the webinar, and then play another section.
So again, you’re repurposing the content. You’re not exactly reinventing the wheel, but you are creating new content. So this could be a way for you to reach out to a new content partner. After I do a webinar, I might want to bring in one of my other content professional buddies to talk about that topic.
Let’s say I do a webinar on repurposing content. Maybe I bring in another guest content person whom I have an overlapping audience with, so doing a co-hosted podcast episode would be beneficial to both of us.
The reason to still use the original audio is that it’s something different. In my opinion, it shows a certain level of professionalism. It’s not a super complicated task in terms of just taking a piece of audio and pairing it together. Even if you’ve never really done it before, you don’t have to either take the time to learn a new skill or hire it out.
4. Create an Awesome Infographic
If Sílvia and I take a live stream and she’s like, “Hey, let’s turn this into an infographic.” I’m like, “Cool, Sílvia. Let’s go.” You can take a large piece of content, pull out all of the data points and make them into an infographic. The best ones have a lot of data points, and you can use little visuals and stuff. Data visualization is very important.
Graphic Carousels are Good Too!
Or you can turn them into graphic carousels, which we’ve talked about in a previous livestream. On Instagram, you just need the images, and it increases the amount of time that somebody spends on your posts.
If you’re doing it on LinkedIn, you need to save it as a PDF and upload it as a document, not as a series of images, but it again increases the length of time somebody is on your post.
The longer, the better for the algorithm. It also gives you a way to offer a series of bite-bits of information that people can easily consume. So anything that pops up in your webinar that you can create a series or a bit of a story arc, go ahead and turn those into graphics for a carousel post.
5. Repurposing Webinar Content as Videos
Finally, I wanted to talk about video. You’re like, “Wait, I just went through all that work putting on the webinar. What do you mean by video?” Yes, video. There’s a few ways to do this. You can take your long webinar and cut pieces out. If you want to put it on IGTV, it can only be 15 minutes long. You can also share it on LinkedIn, which can also only be 10 minutes long.
You can post these little snippets everywhere, but make sure you’re putting some time and effort into the text portion. Some people are like, “Ok cool, but I’m not watching your 10-minute video.”
But if you put something compelling in the text, they’ll still comment on it. So don’t pass up the text. Make sure you formulate something compelling to make people want to reach out.
These short segments can do really well on YouTube too, so don’t be afraid to put them there. Just like with the podcast, you could take a segment and insert new recordings as you review it.
Create a Highlight Reel
What about using it for a highlight reel? Let’s say as people are joining your next webinar, you have a 2-minute highlight reel from past webinars to get people hyped. You can also use pieces of your webinar as part of a new promo reel. I wanted to show you an example of that. We’ve done this for the podcast. This promo reel didn’t even include actual audio, but it adds a lot of professionalism.
This showed people like, “Hey, this is already done. Look at these people smiling. Look at them talking.” It just adds a lot of professionalism there. And of course, it’s great promotion for the guests as well. So just consider that.
Add Some Clips to Your Expert’s Portfolio
If you plan on doing something regularly, go ahead and make these types of promos and tag your guests and people who are interested. Make sure you put them on your website and don’t forget to add these opportunities to your Expert’s Portfolio.
As part of the Radically Authentic Authority Marketing Method process – which I’ve developed as part of the way we serve clients at DTSQ – it’s always really important to have an Expert’s Portfolio.
If you go to my Interviews and Features page, you can see almost every video interview, podcast interview, article I’ve contributed to, and guest blog posts that I’ve written. You can see them all there. A friend of mine, John Maggio from Hawk Marketing, called it my speaker’s resume. And that’s true.
So you can actually put these types of things into your Expert’s Portfolio. So if you’ve done a webinar and you’ve made it gated and it’s evergreen, go ahead and add that to your Expert’s Portfolio. But you can also include these small video segments that you’ve published on YouTube or the blog posts that you’ve created.
Show That You Aren’t Boring
What’s really important with video and all of the virtual events that are happening right now is not being boring.
People don’t want you to be boring if they invite you up to speak before their guests. So that’s what video does; it shows people that you are not boring. And when we do eventually go back to in-person events, these videos will still matter.
These videos are still examples of the fact that you know how to talk to people. You know how to tell a story and you know how to entertain, as well as educate.
The Takeaway: Make That Webinar Work Overtime!
We’ve covered a lot, but the big takeaway is that once you’re done creating your webinar, you want to make sure that you look at how you can repurpose this content and continue to make it work for you.
I like to start from video first, because then I can take the transcript and turn it into written content, or I can pull out the audio content. If I start from a blog post, it takes more work.
We use templates here because Sílvia is fantastic at manipulating them. The beauty of the template is that if Sílvia was on vacation or sick and I didn’t want to wait for her to get better, I can fill in a template.
We use Envato Elements, and so we pull templates that suit us. The trailer was built from a template that we downloaded there. And then I found the royalty-free music and then Sílvia whipped it up. Boom, now we have a magical video that looks fantastic!
It does take time. I think it’s just determining how you want to prioritize things. That’s why I ordered things from easiest to hardest. If you don’t want to be the person to create it, then it can be something that’s outsourced.
That’s the beauty of it is all of these different pieces; once you’ve created the main piece of content – the webinar – it’s a matter of finding the people who can help you repurpose it. So therein lies the importance of outsourcing, which we actually do have a blog post or 2 about.
Thank you so much everyone for joining me for this Marketing Monday.