I’m a big fan of re-using content. Putting together a webinar, whether creating the presentation in-house or having an external speaker who develops the content, is a major undertaking. Not milking this work for every cent it’s worth is just a crying shame!
At INBOUND 2014, I heard Jason Miller, Global Content Marketing Leader at LinkedIn, give a fantastic analogy of this concept featuring Thanksgiving dinner and turkey slices. In a blog post on the topic, Jason describes interviewing Rebecca Lieb, author of Content Marketing, and asking for her number one tip regarding creating content. She replied: “I use a Thanksgiving analogy. You cook up this giant bird to serve up on one glorious occasion and then proceed to slice and dice this thing for weeks on end. If you are like most families you are going to be repurposing this bird as leftovers for quite some time creating everything from sandwiches, to soups, and more. Your content marketing strategy can be thought of in the same way.”
Turkey dinner left overs become turkey sandwiches, turkey soup, turkey casserole, turkey a la king, turkey primavera, and so on (i.e. “turkey slices”).
To this same effect, the content from webinars can be re-purposed into a multitude of formats. Not only is this a smart use of a marketer’s time, it is also beneficial to a company’s target audience as different personalities and personas prefer different formats of educational material. Whereas those who attend your webinar may obviously enjoy in-depth presentations with audio and visual components, other individuals will respond to text alone, picture representations, or bite-size chunks of information. Varying formats also gives you the opportunity to promote different content on different channels most suited to that type of content.
10 Ways to Repurpose Webinar Content
1. Get your webinar transcribed and offer it with your recording.
Getting a transcription of your webinar is great for SEO because according to Google, “Googlebot cannot crawl the content of video files, so it's important that you provide information about videos you include.”
While YouTube automatically generates a transcript for videos uploaded to their site, the quality of this transcription is poor with many words and phrases being incorrect. I recommend paying a human to transcribe your recording and have had great experience with Verbal Ink. You’ll need to spend about an hour “cleaning up” the transcription (there will be some industry-specific words that the transcriber won’t know), but for about $150-$250 and one hour of your time, your website will get some major SEO juice.
Additionally, having a transcription will allow you to offer an option to hearing-impaired individuals who are interested in the webinar.
The transcription can be uploaded on a web page or a PDF, but some say that a web page is better. Plus, having the transcription on the actual page with the video gives visitors the choice between viewing or reading (and besides, Moz does it, so it must be good!).
2. Create a blog post (or 2 or 3)
The content from a webinar can easily be turned into two or three blog posts, depending on the topic. There are several options for accomplishing this.
An external presenter may be willing to write a blog post on the topic, themselves, as a guest post. (Make sure to request this as part of the agreement at the onset of asking them to present a webinar.) An article on your blog helps speakers boost their authority on the topic and provides the opportunity to cross-link their company, blog, or LinkedIn profile with yours.
An internal presenter should always write at least one blog post covering the same points as the webinar in written format. A second (or third) blog post that describes a specific point in more detail, background research on the topic, or a tangent not covered in the webinar is also great supplementary content.
If the presenter is unable to write a post, you can use the transcription to write an article (or two or three). But keep in mind that the prose will need to be transformed from verbal to written (we write differently than we talk), and this will likely take a chunk of time and will require working with the presenter to make sure the content is accurate.
3. Create a white paper or ebook
Again, depending on the content, a webinar might naturally lend itself to the creation of a white paper or ebook. The transcription can help with this effort, but my experience is that it often ends up being more of a roadblock given that the prose is verbal versus written.
Instead, use the transcription or the slides to create an outline for the white paper or ebook and the background research from the webinar to flesh out the content. If you have a copywriter on staff, they can then create the premium offer from there. A contract writer who knows your space is also a great option; just be sure to provide a thorough creative brief.
4. Upload the slides to Slideshare
Slideshare, acquired by LinkedIn, is a social tool for uploading and sharing presentation slides online.
A few things of note regarding Slideshare. First, when you upload a presentation, it automatically copies all of the text from the slides and puts it into the body of the page (so that people find your presentation based on keywords in the slides). Second, exposure on Slideshare is often to a new and different audience than the other channels typically used for inbound marketing (awesome, right!) and requires very little additional work.
Finally, Slideshare works particularly well for slides that have a lot of text and do not need a lot of verbal explanation. Graphical slides that are not self-explanatory do not have as much value on Slideshare, since there is no other context.
5. Use the questions from the webinar as an FAQ on your website or blog
Depending on the topic of your webinar, audience questions may make a great FAQ page on your website or blog. The good news is that putting this together takes very little effort; the bad news is that your presenter, subject matter expert, or product expert will probably want to edit responses extensively. Still, it’s often better than starting from scratch.
6. Create an infographic
Infographics can be story-based or statistics-based. They can be comparative or narrative. They can be broad summaries or niche focused.
Whereas a webinar itself start-to-end usually isn’t easily transformed into an infographic, at least one of these options will present itself either through the background research or a little bit of brainstorming with the presenter and/or your marketing staff on visual explanations that may perhaps complement the webinar content.
7. Make micrographics
If you decide to forego a full infographic, you can still make bite-size graphics suitable for sharing on social media using tools such as Canva, Pablo, or even PowerPoint. Quotes, statistics, and examples from your webinar are all great things to create graphics around and promote on social channels!
8. Do a podcast or live stream with your in-house expert as a follow-up to the webinar
For awareness-stage webinars with external speakers, there will need to be additional content to connect the topic to your product or company. This can be accomplished in one of your blog posts (see #2), but why stop there?
A podcast or live stream with your in-house expert using a radio host interview format is a great way to tie together the subject matter and your product or company (from awareness stage to consideration stage). Keep these short and informal and separate from the main event, which should not be promotional. Ask questions such as “What was your favorite part of the webinar?”, “What did you think when the speaker said…?”, “Do you agree with the assessment that…?”, “How does our company respond to this subject/need/requirement?”, “How is this topic relevant to your job?” Etc.
9. Put together a highlight reel
When approaching external experts about speaking at a webinar with your company, it is often helpful to point them to past events you have hosted. While some of them may want to watch an hour-long webinar prior to deciding, many do not have the time. Offering a five-minute “highlight reel” can be useful in showing potential speakers the style, tone, depth, and expertise of your company’s webinars.
This highlight reel can also be used (with perhaps a little bit of editing) as a promotional video for your webinar series in attracting new audience members.
10. Present at a conference, tradeshow, or partner webinar
Once you’ve given a webinar, the presentation is already created. So giving it a second or third time is a breeze.
For internal speakers, seeking additional opportunities to present on the same topic is a great way to not only make the most of the effort required to create the original webinar, but also help solidify your company’s position as a thought leader in your industry.
Smaller tradeshows and conferences are always looking for speakers. If the topic of your webinar fits well with the subject of a tradeshow or conference, simply reaching out to the event organizer is often enough to garner an invitation to speak at future events. For larger shows, an application process is typical. Once a presenter starts on the speaking circuit, it will be easier to get accepted at bigger conferences.
Another great option for re-giving webinars is to join forces with a partner and give the same presentation to their audience. (A win-win scenario if there ever was one!)
And there you go – ten ideas for repurposing your webinar content! Do you have any ideas I missed? We’d love to hear them.
Okay, time for me to go grab some Tofurky. Good luck!