How to Repurpose a Webinar to Your Blog and Social Media Channels

TL;DR

• Webinars are a valuable source of content that can be repurposed to generate leads
• Turning webinars into text via blog posts helps with SEO, ranking, and providing valuable information to readers
• When repurposing webinar content, it's important to tailor the format for each channel and utilize AI-powered automation tools for efficiency.

The best marketers are good at recycling... and I'm talking about content recycling, not plastic straws. Webinars are a popular lead gen tactic in B2B marketing. But once you get all your viewers' emails and your sales team has followed up with them, that's pretty much the end of it. You forget about it and move on.

Seems wasteful, right? You've already put in the work. Lots of people showed up, indicating a lot of interest in your topic... and you just abandoned it.

So, why not take the opportunity to turn the unique insights from your webinars (or existing webinars from others in your industry) into content that will drive new leads for your business in the future?

Why Repurpose Webinar Content?

Webinar content tends to be incredibly unique and high value, especially if your guests are brand-name speakers. It's a shame to waste those insights, especially if there are folks who couldn't make the initial webinar or who weren't on the market for that kind of content at the original broadcast.

Here's why recycling webinars is a no-brainer:

• They're a source of evergreen, high-value content that can help you generate leads for a long time. You can revisit the same content and consistently push it to channels like socials and email.
• It saves you time. There's no need for you to go back to the drawing board to push out a new content idea — with one webinar, you can create multiple different forms of (potentially evergreen) content.
• It saves you money. Marketing campaigns are expensive. Why not use what's already out there to deliver great value for a fraction of the cost?
• You're more visible on search. If you turn webinar content into text formats, you can target keywords, optimize for SEO, and make it easily accessible to search engines and more prospects.

The TL;DR is people already showed up. You got the leads. Why stop there? Juice it for more leads in the future.

Ways to Repurpose Your Webinar

Now that you're sold on recycling those webinars, here are a couple of ways you can go about it (and some with the help of automation.)

Create a Blog Post

Why Blog Posts?

• Processing text is much easier (and faster.) Watching a 40-minute webinar video isn't a great use of time for most people who might prefer skimming a blog post. (You can always link back to the original broadcast in-text and give people the option of watching it.)
• It's easier to rank for text. Search engines are not great at extracting information from video, so turning webinars into text is a way to get ranking.
• You can insert clips into new and existing blog posts to both support your arguments and rank independently on YouTube.
• Google emphasizes unique perspectives and information gain as a ranking factor, which means that using webinar content in your blog posts is going to help your SEO content rank higher.
• Blog posts are evergreen and among the most valuable forms of content on your site, so you can use the opportunity to build on your evergreen content library.

We use a lot of short video clips of expert interviews in our blogs at Letterdrop. For example, we worked on a guide to getting buy-in from leadership for more resources based on a webinar with Adam Goyette, former VP of marketing at HelpScout. We used clips from Adam throughout the article to support our arguments.

‎When it comes to blog posts relating to your webinar, you're essentially just taking the most valuable discussion points and elaborating on them. You can use a tool like Letterdrop to generate a transcript for you so that you don't have to comb through footage to find your talking points, or better still, you can let the tool auto-generate the transcript in the format you choose, i.e., a blog outline.

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Use Short Clips for Social Media Channels

Why Social Media?

• It's a push channel. You're able to push out content directly to your ICP.
• Video does well on Social Media, so sharing short clips of your webinar can be a very effective companion to short social media write-ups.

Be sure of your main talking points and post to channels where your ICP are most active, whether that's on LinkedIn, Twitter, Reddit or Facebook.

That said, it's easy to run out of time to craft well-written social posts for all your social media channels. In Letterdrop, you can simply paste the webinar link into the given field on the publishing page and the AI will generate a social post for you.

Best of all, you can give the AI writing samples so that it generates these posts in your specific tone of voice. Check it out.

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Include Webinar Content in Newsletters

Why Newsletters?

• It's another push channel perfect for engaging new leads. It keeps you top of mind and increases the possibility that they will buy from you later. It's also a great way to win back lost leads.
• It's great for sharing links, videos, and condensed versions of articles based on your webinars.

Within a week of restarting our bi-weekly newsletter at Letterdrop, we engaged a lost lead. Email marketing lives on.

Best Practices for Repurposing Your Webinar

You've done all the hard work after creating all your repurposed content, so you want to ensure you're getting the most out of your results.

The best advice to live by when it comes to content repurposing? Make sure what you post is the right format for each channel. It might be tempting to repeat the webinar's talking points in the same way across distribution channels, but that can really tank your efforts to get maximum engagement from each platform.

Nobody will read a wall of text on Twitter, for example, even if you manage to get past the character limit. Keep your Tweets short and snappy instead, and don't be afraid to go into a little more detail on a platform like LinkedIn.

Turn Your Webinars Into A Source of Evergreen Content

One webinar can source multiple pieces of content, help you build on your evergreen content library, and generate new leads consistently across your distribution channels. A little extra effort on your part can really take webinars a long way, and with the help of AI-powered automation from tools like Letterdrop, you can get your repurposing done in half the time.

We're always thinking about how we can take mundane tasks off marketers' hands to help them double their content output. If you're interested in doing the same, feel free to reach out to us.