The time and money your team invests in creating your marketing assets is valuable, and this is especially applicable to webinars.
To plan for each webinar presentation, you’re likely performing a lot of research, you're creating custom slide decks, and your scripting your communication of ideas. In addition, at the end of each webinar, you’ll have a long-form video recording, along with new insights into which parts of the webinar were the most compelling.
This is all great, valuable content, ripe for re-purposing, which can help you maximize your initial investment.
In this post, we'll look at several ways you can re-use webinar content to get more value from the process, and achieve better results with less effort.
1. Post Mini Clips on All Social Channels
You can then post these clips on social media, linking back to the webinar landing page in the caption or comments. This way, you can reuse your webinar to target people who may not have been following you at the time the webinar was live, and you're still able to capture leads if anyone wants to view the full presentation on demand.
2. Expand the Presentation to Create Email Drip Course Campaigns
You can also use the slide deck and script you used to create your webinar and turn it into a short course. You can set this up to be distributed as an email drip campaign, where you send one lesson once every couple of days to people who enroll.
You can also use interest-based targeting and lookalike audience ads on Facebook to drive traffic to sign-up for the course.
It can take a bit of time to splice up the original presentation and script into lessons, but once it’s done, it’s done, this can keep going for years (or, of course, until the information needs an update). Then, you run an updated webinar, rinse, and repeat.
3. Take Polls During the Webinar to Create Infographics of the Results
While you’re conducting your webinar, take polls throughout with your attendees. At the conclusion of the webinar, you can turn those polls and results into mini-infographics, and then post the images to social media, linking back to the webinar replay landing page.
Once you have your response data, you can then use a tool like Canva to create the graphics - you don’t have to hire a professional designer for this purpose.
In-webinar polls can be great for repurposing webinar content after the fact, but they’re also great for keeping your audience engaged during the presentation.
4. Post the Entire Replay as a Native Facebook Video
You can also upload your webinar replay video directly to Facebook. From there, you can boost views and response by creating a retargeting campaign which consists of people who watched at least 30 minutes of the video.
Now you can serve sales-oriented ad creative to them, because people who’ve spent that much time watching your webinar are definitely at the bottom of the funnel, and likely ready to buy.
5. Redesign the Presentation Slide Deck into an eBook
Converting your presentation slide deck into an eBook is another way to maximize your webinar assets.
You can use a tool like Beacon to quickly and easily upload the content, then format it into PDF for downloading, or you could reach out to someone on Fiverr to handle the conversion for you.
Use your presentation notes as the basis of the text for the book and the slides as images – or use the slides as the basis for the main text.
Add an introduction, a conclusion, and table of contents, and bam – you’ve got an awesome lead magnet. Once it’s ready, you can even use it to build your Facebook Messenger audience by offering the eBook in exchange for messaging opt-ins. Above is an example of how BAMF’s Josh Fechter does just this.
6. Create a LinkedIn ABM Audience of All Your Registrants
Using the list of people who registered to attend your webinar, you can create also create a custom audience on LinkedIn. Use account-based marketing to serve inMail ads to them, enabling you to nurture multiple decision makers in the company.
If you include a slide from the presentation deck as ad creative, then the attendees will likely recognize it, and will be more likely to engage with the ad. And given that today’s B2B buyers operate on a “committee” basis, getting the message in front of multiple decision makers can go a long way towards shortening the purchase cycle.
Webinars take a lot of time and effort to create, and considering an average of only 36% of your pre-registrants will attend your event live, there are plenty of reasons to ensure your webinars keep working for you long after the first live one concludes.
When you repurpose a single webinar these six ways, it makes it easier to justify investing in its creation. And when you get one done, you can easily do another, and another, growing your asset library in the process.