You already know how important high-quality content is for your buyer's journey. Webinars are a perfect delivery system for top-of-funnel, educational content that shows your audience exactly how well you understand their needs and challenges.
But putting energy into B2B content can also create many lackluster articles, social media posts, and more—just to keep up with your competitors' volume. In fact, Forrester's 2021 Content Preferences survey shows that 64% of global technology buyers think marketers produce too much content.
The solution? Instead of chasing volume, go for quality. By repurposing the excellent content created during your virtual events and webinars, you'll deliver high-quality content without straining your resources.
Below, we'll show you why repurposing content is a great digital marketing strategy—and offer some creative solutions to make it work, no matter the size of your team.
The Benefits of Repurposing Content
In B2B marketing, we're always looking for ways to improve the ROI of our efforts. In some cases, measurable ROI can mean the difference between a robust marketing budget and a shoestring operation.
Whether you're a legacy brand or a lean start-up, repurposing content from your virtual events helps you:
Increase the ROI of your webinars and content marketing efforts.
Repurposing webinar content is a great way to get more bang for your buck—and to make a case for offering webinars that convert. Whether you create short-form social content, blog posts, or a podcast from your event recording, virtual events provide many opportunities to break up and repackage content for different channels.
After all, when your events and content marketing efforts are aligned, they feed one another. This speeds up content production and reduces your costs across departments and channels. It's a win-win!
Increase metrics for social media and conversion rates on your website.
One of the best parts of holding a virtual event like a webinar is having high-quality video content afterward. According to the Digital Agency Network, well-placed video content increases on-page conversions by as much as 80%. Embed the video within your blog content, landing pages, or social media posts to see an instant boost.
Create strategic alignment across all your channels.
Whether trying to increase brand awareness or draw attention to your current offerings, repurposing content across channels keeps all your teams strategically aligned. Holistically support your content, social, and event marketing strategies by creating and sharing content from all your channels—including recently recorded webinars.
Boost registration numbers for future events.
Repackaging content from your webinars is also a great way to increase engagement on social media channels like LinkedIn and Twitter. Showcase your content from your virtual events, including video clips and insights, to create a sense of FOMO and increase your registration numbers for future webinars.
8 Creative Ways to Reuse Content from Your Virtual Events
Looking for some creative ways to repurpose your virtual event content? Here are 8 ideas you can add to your content planning doc as you plan and promote your next webinar.
Create short-form social content
Whether you create video clips from a virtual roundtable or use insights from your panel to design an infographic, webinars are a gold mine for short-form social media content.
This content has the added benefit of aligning your brand across social media and marketing outreach efforts, generating brand awareness and FOMO for your upcoming webinars.
At Welcome, for example, we work across our marketing and events teams to create short video clips and graphics for our social channels. This improves our event outreach, boosts views of our on-demand videos, and keeps all our channels nice and aligned.
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If your internal teams need help populating your social media calendar or aligning content strategies, try repurposing content from virtual events to get everyone on the same page.
Planning a webinar? Check out the Webinar Best Practices Guide to ensure your webinar program is a success!
Turn your event transcript into a blog post
Webinars are jam-packed with insights from guest speakers and members of your team. Use them to fill your blog with high-impact content by creating a blog post from the event transcript. Basing the blog post on the transcript will also cut down on content production time and increase the overall ROI of your event.
From a brand perspective, transforming your event into blog content helps you "own" the topic of your webinar online and generate SEO equity. Not only can you increase organic traffic to your website, but you can also build additional trust with your audience by writing and publishing thought-leadership content.
Last but not least, blog posts create an additional channel for lead generation. Embed a sign-up form on your page or direct leads to the event replay landing page to boost registration numbers for future virtual events.
Hit the airwaves with a new podcast episode
You're already planning to create video clips for social media. But remember—webinars generate audio files, too!
Whether you already host a brand podcast or you're looking for a low-cost way to enter the space, audio from your virtual event can be edited into a brand-aligned podcast episode.
Build an on-demand video library
70% of B2B professionals look to webinars for industry tips and tricks. Additionally, 30% of event registrants prefer to watch webinar content after the live event.
For a content marketer, this is an exciting equation. You can support both of these needs with an on-demand video library of all your event content.
Not only can you improve your SEO with a landing page for each video, but landing pages with embedded forms or strong CTAs can also help your sales team capture more leads.
Partner with sales to nurture more leads
As a great event marketer, you know that the content generation process doesn't stop once your event is over. All sales teams need content to close deals and nurture leads who need more time to be ready to buy.
Your webinar can be a great source of insights for lead-nurturing campaigns. Pop-out impactful quotes, statistics, or helpful tips for your sales team. Together, you can create campaigns that work hand-in-hand with your social and on-demand video content to support leads along the buyer's journey.
Pitch the topic to an industry blog
You've already created blog posts and catchy graphics on social media, making you an expert on your webinar topic. Increase your reach by publishing supportive thought leadership with another outlet, whether that's an opinion page or an industry blog.
This may take extra planning, from pitching the right outlet to developing a related article without cannibalizing your webinar content. But the payoff comes in expanding your readership, solidifying your status as a thought leader, and increasing your overall brand awareness. Which outlet might work for your brand?
Think big: case studies, white papers, and other major assets
Events are often the tip of a content iceberg. If your event performed especially well, you likely have a content-building block on your hands.
With some additional research and content strategy elbow grease, you could create:
- Related blog content and a pillar page. Is your webinar content integral to your business model? Begin to own SEO on a specific search term by creating a topic cluster of related blog posts and a longer pillar page. Not only will this increase your organic traffic, but it will also bolster your brand's position as an expert in the space.
- A customer case study. Showcase how a customer or client uses your product to solve the challenges from your webinar with a customer case study. Case studies are great bottom-of-the-funnel content and can help boost product demonstration conversions or sales!
- A white paper. Dive deeper into the research related to your webinar topic to demonstrate your brand's understanding of related challenges and opportunities in your industry. While white papers are a bigger commitment in terms of time and resources, they can also be incredible assets for capturing leads or closing sales.
Use event analytics and audience questions to develop new content and event ideas
Is your content well running dry? Don't forget to use event analytics and audience questions to inspire new content areas for exploration.
Audience questions and poll responses help you understand where your audience is and what's top of mind. They may also point to new or more nuanced needs or challenges you can address through blog content or another webinar.
Event analytics are also illuminating indicators of your audience's attention. Did you have a significant drop-off at a certain point in the event? Or is there a point when your on-demand audiences click away from the video replay? Use analytics to fine-tune your content plan and re-imagine how to keep your audience's interest—or solve their biggest challenges.
It can be challenging to prove the ROI of B2B marketing, but webinars offer a unique opportunity to generate leads, improve sales, and simplify the content production process.
Welcome is a webinar platform built with B2B marketers in mind. With powerful analytics and engagement features, Welcome helps you keep your finger on the pulse and generate targeted content to meet your audience's needs.
Schedule a demo with Welcome today to learn more about our powerful, easy-to-use platform for webinars, virtual events, and more.