The beauty about content is that no matter what form it takes – if it has value – it’s relevant. You can present it in written words, colorful graphics, or through interpretative modern dance, value is value no matter the format.
Sure, some of your audience will be able to digest your information in one form better than the other. Some people are more likely to take action after listening to a podcast or watching a video, and others prefer being convinced through an eBook or a well-timed email.
And that’s the great thing about repurposing content. With a little tweak here and some adjustment there, you can provide new knowledge to fresh audience and additional value to your current followers.
So, how can you repurpose your webinar content in such a way that can benefit your audience no matter where they are in the buying cycle? Here are five suggestions from us:
#1. Turn it into a series of blog posts.
It’s a good idea to follow up your event with a couple of posts, just to make sure your content gets refreshed in the minds of the people who attended, and entice those who didn’t to check out the webinar.
Your first follow-up post can be a written version of the event. Focus on the pain points and the fixes, making sure that the value is highlighted. You don’t have to transcribe the entire thing (although this is also a good idea), just a bulleted list of problems and solutions will do.
You can also do a second follow-up post on the left-over questions during the event. When you try to keep your webinar short and sweet, chances are there will be questions from attendees that you won’t be able to answer in great detail.
A follow-up blog post is your chance to do just that. Pick the most relevant queries and create a post around answering them as specifically as possible.
#2. Turn it into short videos.
Make bite-sized versions of your webinar. Not all of your followers have the patience and interest in attending an hour-long event – no matter how much value they can get from it.
Cater to this section of your audience by repurposing your webinar content into short clips you can then upload to YouTube or Vimeo.
#3. Turn it into an email campaign.
Email is forty times more effective at generating leads than any social media platform and boasts 17% higher conversion rate.
That’s a pretty awesome number and one of which you should take advantage.
Create an email campaign around the tips you shared during your webinar. Make these emails short and to the point, with a link to the recorded version of the webinar or a related content you already have. You can edit the content of your emails so there’s a different version sent to those who attended the webinar, and those who were not able to make it.
#4. Turn it into an eBook.
Not just a copy of the transcription of the event, but a well-formatted report of the issues and explanations discussed during your webinar. You can also add updates and details you missed during the presentation and put it into a Q&A chapter, so both the original attendees and new audience can find value in the eBook.
#5: Turn it into a podcast.
The most common productivity hack – that we also recommend – is to make use of your dead times. You know, those in-between moments like standing in line for coffee, commuting to work, or sitting at a doctor’s waiting room. One of the best ways of enlivening those dead times is listening to a podcast or an audio book.
Your followers are very busy people and that might be the reason why they can’t make it to your live webinars. Make sure they still get the same value you provided your attendees by making your event available as a podcast. This way they can listen to your presentation at their leisure.
This can also benefit the original attendees since they can replay the important parts of the webinar that they want to review.
It’s important to remember that repurposing content doesn’t mean it’s only a copy/pasted version of the same message only in a different format. You have to make an effort to personalize each version so it fits the platform you’re publishing it on.