If you're in marketing, chances are that you've heard about content repurposing. Another chance is that you're running webinars. If that's the case, you're in the perfect spot to learn more about repurposing your webinars.
In 2024, webinar repurposing is increasingly more popular. There are a couple of reasons for that. But the most important ones are that 1. marketers are looking to increase the value they get from their webinar and webinar platform. And 2. Ai has made it faster and easier to repurpose your webinars.
To make this article as actionable as possible for you, we'll look at the different content types you can create by repurposing your webinars. And on top of that, we'll look at how to do it and which tools to use without having to hire other people or take a video-editing course.
Before we start, let's look at why you should be repurposing your webinars.
1. Quickly understand what the webinar was about by providing you with a summary, highlights and impactful quotes
2. Turn the webinar transcript into written content like blog articles, newsletter promotions and more.
3. Create short form clips with branded subtitles that are perfect for sharing on social media
Why should I repurpose my webinars?
Repurposing your webinars is the easiest way to turn content that already exists and give it a new life. You can use repurposed content to drive more traffic to your webinars, increase engagement on social media and improve your follow-up after the webinar is over.
52% of marketing professionals incorporate webinars into their content marketing strategy but on average only 20% of that content is repurposed, that's a lot of meat left on the bone.
1. Maximize the reach of your webinars
Everyone consumes content differently, one person may prefer to watch an in-depth talk on a subject, whereas another person may resonate more with facts and highlights. With this in mind, spreading your webinar content into different formats offers maximum reach and effectiveness. By repurposing your webinar content, you could increase your audience reach by up to 75%.
2. Save time on your content creation
Coming up with new ideas constantly is stressful, especially when you have a content calendar to fill (and even more if you have a small marketing team). Using repurposed webinar content to fill in the gaps is a great way to relieve the pressure while still putting out high-quality content. A repurposed piece of content can be 10-25% the investment as a brand-new piece for just as good of an output quality.
3. Gain in-depth understanding of your audience
Most content strategies will have similar goals in mind; increase reach, build trust or generate leads are the most common. By diversifying your content, you are able to see which type of content works best for each part of your strategy. This can also help you find new channels or formats that work well with your audience, and could lead to experimenting and opening a brand-new channel with a lot less effort. Knowledge is power.
4. People share authentic insights
When speaking live, people let themselves go, sharing personal stories and anecdotes that make for great more personal and more authentic content. This information is often left out of conventional, algorithm-optimized content and is a great way to create a piece of content that stands out.
Ok, you’ve convinced me to repurpose. But how can I do that?
How to repurpose your webinars
In essence, repurposing a webinar (or any piece of content at that) means adapting it to a different:
- Platform or channel
- Format or type of content
- Stage of the buyer's journey
It's important to keep in mind the objective and destination of a repurposed piece of content. A TikTok style video probably won't have the same effect on your website. And a transcript turned into a long-form piece of content won't work well on LinkedIn.
The core message should stay relatively the same. However, feel free to add a bit more info to make it valuable to the people who attended the webinar too.
Some of the best webinar tools were built with repurposing in mind, allowing you to take your full-length webinar and turn it into different formats for different platforms or stages of the buyer's journey. Contrast for example lets you extract a transcript, audio file, full chat history and create clips and snippets. Sign up for free and create easy-to-repurpose webinars in minutes.
7 way to repurpose your webinar content
On-demand webinars
Alright, let's start with the basics. These are repurposing tactics that anyone can apply. We start with hosting the on-demand webinar on your website. Many webinar platforms like Contrast help you do this automatically, on the very same link as the live webinar. If you're webinar platform doesn't do this automatically, consider using a tool like Wistia to host your on-demand webinars.
Having the on-demand webinar on the same link as the live makes it easy for anyone that registered to the live webinar, but who could not attend to still view it on replay.
And on-demand webinars matter. In 2024, 63% of views come from on-demand webinars. As people are more and more busy, they simply don't always have the time to watch your webinar live. But they're still looking for a solution to their problem: you.
Host on YouTube
Our advice would also be to upload the replay to YouTube. I hear you think, but how do I then capture people's email-address? You don't.
The way people will find your webinar is different. The gated one, you'll likely promote on your socials, newsletter and your website. The one on YouTube people will likely find by Googling "How to repurpose a webinar" for example.
Share a screenshot of your webinar on social media
Go and watch back your webinar. Take a screenshot of a moment where speakers are smiling, or perhaps with a poll-result onstage. Now simply share this screenshot on social media like LinkedIn.
For the post's message you'll want to be strategic. What's your goal here? Do you want to drive more people to register to the on-demand webinar? Or perhaps build community and thank your speaker(s) publicly. Up to you.
Create short clips for social media
Different types of content ensure you are playing to every preference, shorty form video content is on the rise. Attention spans are shorter than ever, research by Microsoft has shown that people today start to lose concentration after 8 seconds. Damn you TikTok.
For a long time, creating clips from your webinars required video editing skills or outsourcing it to an agency. That way, creating 3 short clips could easily cost you around $1000. For many, not worth it.
But thanks to Ai – and tools like Submagic, Opus Clip and Contrast creating clips from your webinars is super easy. Because Ai can help find the most interesting moments - and then automatically add subtitles based on the transcript that is generated in the background.
You only have to upload your webinar to these tools and they will automatically find the best moments and add subtitles to them. Now all you've to do is download them and share them on socials.
On Contrast, it's even easier. You use the clip that was suggested by Ai – or select a piece of text that will become your clip. Of course you can style and brand it using your brand colors. The great thing is that all of this is possible within your webinar product. So no switching of tools, or yet another credit card payment that has to be approved by your manager.
Podcast
Podcasts are an easy way for businesses to find new audiences, people can search for podcasts on a specific topic and access them in seconds. Plus, your audience can listen to them anywhere. Simply take the audio and upload to Google Podcasts, Apple podcasts or Spotify.
Pro Tip: Anchor.fm allows you to post to all 3 at the same time!
Turn your webinar into a blog article
Your webinar is likely packed with valuable content. Whereas before you had to do quite a bit of effort to get people to register to your webinar - with blog articles this is different. Once you publish them, people will keep on finding them organically through Google.
So how do you easily turn your webinar into a blog article? Take notes and start writing? Well yeah, if you've too much time. Here's a smarter way to turn your webinar into a blog article.
First, take the transcript from your webinar. If your webinar platform doesn't support that, you can always use a tool like Happyscribe. Now head over to ChatGPT and paste in your transcript. In this article we discuss a few different prompts that will help you turn your transcript in a blog article.
Share quotes and testimonials from the webinar
By using the transcript and ChatGPT, you can easily pull the most impactful quotes from the webinar and share them. This way, you don't have to watch back the entire webinar – and make notes and timestamps for the most interesting moments.
Here at Contrast, we for example use quotes in blog articles – or turn them into an image and share it on LinkedIn.
How to build your content repurposing strategy
Having a repurposing strategy in place will help you build consistency in your marketing efforts – and increase the value you get from your webinars. Without going into too much detail, here's what's important:
- Define who (persona) you're creating the content for and where (distribution) you're going to reach them
- What do you want people to do after they've seen your content? Register to another webinar? Book a demo? Make sure you're crystal clear on the action you want people to take
- Create the content with the persona and distribution channel in mind – for example, you're not creating a horizontal clip for TikTok.
- Make sure it's clear who repurposes what and for which distribution channel. Ideally, you have experts for each channel. But hey, not every company has a marketing team of 50 people.
- Consistency is key. That's why for us at Contrast we repurpose every webinar into at least 2 clips, one blog article, 2 LinkedIn post and a newsletter article.
We've mentioned the different techniques and tools that you can use to repurpose your webinars like ChatGPT and Opus Clip. But if you want ease of use for your entire team, we recommend using a tool that does all in one platform.
One tool to run and repurpose webinars
Contrast makes it easy to run engaging and branded live webinars. After the webinar is over, you easily turn it into 4-6 content pieces like blog articles and clips for social media.
Repurpose Ai makes it easy to:
- Quickly understand what the webinar was about by providing you with a summary, highlights and impactful quotes
- Turn the webinar transcript into written content like blog articles, newsletter promotions and more.
- Create short form clips with branded subtitles that are perfect for sharing on social media
Sign up now and try it with an old webinar. No credit card needed.
