Videos and webinars take a long time to prepare, so it’s important to get as much value as you can from them, especially so they work as a lead magnet and client retention tool.
For the most part, people don’t want to watch your one-hour long webinar once it’s happened even if the content is great. They’re busy and they don’t have the time. If you are able to offer educational credit for the webinar, you may still drive traffic to the content, but it probably won’t draw a Game of Thrones like audience. That being said, you can still reuse them. Here are some ideas on how to repurpose your webinars and video content.
Repurpose long-form video into several short-form video segments
Webinar recordings are powerful assets you can use for lead generation and nurturing purposes, but you can also get more content from them by breaking them up into shorter video excerpts.
Cutting down your long-form videos can open them up to a wider audience without denting the appeal of their original content.
Another benefit is that shorter videos are easily shareable on social media and on Stories on Snapchat, Instagram, TikTok and Facebook, all of which need to be below a certain length.
There are a lot of apps and programs that can help you easily edit your videos whether you are on a Mac or PC.
Just remember to always add captions to your videos because most people watch videos without the sound on. The tools I use to add captions to my videos from my mobile device are Mixcaptions and Capcut, both of which are inexpensive.
Turn Video Content Into a Podcast
Video content is hot on social media. LinkedIn, Facebook, Twitter, Snapchat, TikTok and Instagram are all pushing us to use more video. But not everyone wants to watch a video because you have to dedicate your full attention to watching it.
Audio content is easier to consume because it only occupies one of our senses. We can listen to podcasts while doing other things. We listen in the car, when we’re cleaning or when we are working out.
Turn Video Content Into a Blog Post
Video can add value to your blog posts but search engines and some of your readers still like written content. Creating a transcription or a blog post based on your video makes it accessible to readers, viewers and search spiders. Rev and Otter are good and inexpensive transcription tools to use for this purpose.
I’m also loving Loom to do demos and tutorials as well. Take a look at this one I did on how to customize your LinkedIn URL.
If your video is on YouTube, you can obtain a free transcript of it just by clicking on the three dots on the right hand side of the video, which you can then use to create shownotes to accompany the video or a blog post.
Use Video for Support and Tutorial Resources
Another way to repurpose your video content is to take your support resources and turn them into tutorial videos for your customers.
Remember that everyone learns differently and absorbs information in different ways, so in addition to written handbooks and resources that you provide to your customers/clients, I suggest also creating video guides.
You can repurpose webinar content for this or create how-to videos specifically for this purpose. I’d recommend creating a customer learning portal where these resources can be accessed.
When thinking about the kinds of customer support content to create, consider onboarding videos, troubleshooting videos, videos of expert tips for using your product and so forth. You can offer these videos as part of troubleshooting calls/emails you receive.
In addition, if these video tutorials are short enough, you can use them as marketing content on social media (house them on YouTube). If you are seeking content ideas, look to see which issues appear the most frequently in customer support conversations and then repurpose the answers into an animated or live-action video.
How to Repurpose Your Webinar Content
You can repurpose your webinar content into:
- a podcast with the webinar’s speakers expanding on the topic
- blog posts – your webinar can easily be turned into blog copy
- a white paper or ebook (expand on the webinar’s topic)
- social media video clips (splice up the full recording into short segments – less than 3 mins and post on social/YouTube
- speaker quotes, statistics and examples from your webinar are all great inspiration from which you can create graphics
- email campaign funnel copy (use the video segments and blog posts in a campaign)
- FAQ content – answer attendee questions in a social and blog post
- infographics illustrating the webinar’s key points
- conference topic – you have the slides and did a dry run, so submit to speak at major conferences in your industry
How to Turn Your Webinars Into Blog Posts
- How-to or list posts: Expand on a topic from the webinar in educational posts.
- Digest posts: Summarize the webinar in a post and include links to additional relevant resources.
- Infographic posts: Use data shared in the webinar to create informational posts.
- Quote compilation post: Compile the best speaker quotes into a roundup piece.
Set up your YouTube channel now if you haven’t yet already. You may want it down the line, and YouTube is a great place to store large videos in case you can’t house them on your website.
Remember, effective content marketing is all about making your content work smarter and harder for you. Take every opportunity to leverage what you already have, and reuse and repurpose it.
What tools and techniques do you use to repurpose your webinar and video content?
Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.
Over her 20-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with Stefanie on LinkedIn, Twitter, YouTube, Instagram, sign up for her email list and follow her latest writing on JD Supra.