Six Ways to Repurpose a Webinar

A webinar has a fairly short shelf-life if you only post it during its airtime. But you don’t have to do that—and you shouldn’t, because webinars are a repurposing goldmine. A single webinar can lead to auxiliary transcripts, blog posts, podcasts, infographics, follow-up interviews with experts, white papers, and other forms of content that can boost your sales and your SEO for a long time to come. Here are just a few additional pieces of content you can get out of a webinar.

A transcript. Some people prefer to read, while others would rather listen. In addition, some potential audience members are hearing-impaired—so having a transcript makes the content accessible to them. Posting a transcript of the webinar after it runs allows you to reach new audiences, and it can also give you an SEO boost. Since Google bots can’t crawl video files, this ensures your webinar gets all the search engine benefits it should. YouTube also generates transcripts automatically for uploaded videos, but the quality is usually poor—so it’s worth it to write your own.

Auxiliary blog posts. Sometimes coming up with a good topic can be as time-consuming as doing the writing. Your webinar can provide ideas for blog posts that tie in—and that can direct traffic to the webinar recording long after its air date. These can extrapolate on topics brought up in the webinar or expand on popular questions, provide accompanying stats or visuals, and provide plenty of opportunity for internal linking and external promotion.

White papers. Depending on the topic and audience, you might be able to get a white paper out of your webinar. This is a good option for very in-depth topics, especially for B2B audiences. You can use your transcripts and the outline from your webinar slideshow as a starting point, and expand the content as needed.

Trade show or conference presentation. You can take your presentation live by repurposing it for an upcoming trade show or conference. Often this is a no-brainer, as the format is live in both instances and it frequently isn’t difficult to change from the webinar format to a live event. You can even use your webinar’s interactive features as a guide to make your live presentation more interactive.

Short video clips. You can boost downloads by splitting your webinar into several shorter clips, each one tackling a single important problem faced by your audience—or a key facet of that problem. Post these on YouTube and your website, and promote them on Facebook, Twitter, LinkedIn, and other social media sites where your company is active.

Email newsletters. You can make sure your newsletter subscribers get the full benefit of the webinar by repurposing it as valuable e-newsletter content. Note the questions of most interest to your audience and answer those questions in your email newsletter to boost opens, clicks, and response.

There are plenty of ways you can repurpose webinar content to get as much benefit as possible. From transcripts and blog posts to email newsletter articles, shorter clips, and even live presentations, your webinar can live on long after its launch date—and generate returns for a long time to come.


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