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Glossary

Repurposing webinars

Webinars can be repurposed into new forms of content to extend their value.

Why repurpose webinars?

Repurposing webinars is good for:

  • Extending the benefits of the webinar
  • Increasing flexibility
  • Checking the quality of a webinar
  • Driving more leads

Creating webinars takes an investment of time and resources, especially when exploring topics in-depth. Repurposing webinars is a way to extend the benefits of this investment.

In addition, repurposing webinars gives audiences deep exposure to webinar content. There is increased flexibility with how and when audiences can choose to consume the content. Repurposed webinars put content in front of new audiences. For example, those who might not be interested in watching a webinar can spare some time to listen to a podcast on the way home.

Repurposing webinars also acts as a quality check for webinar content. It is easier to repurpose high-quality evergreen content.

Finally, repurposed webinars help to drive more leads and connect with prospects. Webinars are highly engaging tools. Providing an audience with further exposure to a webinar’s content can establish a brand as an industry expert.

Best practices when repurposing webinars

When adapting webinar content to new formats, the old material needs to match the new format. Repurposed content is not duplicated content. Rather, it is content that has been changed and customized to match new audiences. The webinars do not have to be repurposed as a whole. Bits and pieces can be taken and used to make new material. For example, a quote from a webinar could easily be made into a social media post.

How to repurpose webinars

The easiest way to repurpose webinars is to simply send the recordings to registrants who did not attend. Many webinar platforms have a system built-in to do this. It is a two-step process, one needs only to record the webinar and distribute a link of the recording. These recordings should be sent sooner rather than later so that the topic remains fresh.

The recordings can also be used to create on-demand webinars. Ideal for interested registrants who have busy schedules and can’t make clear a time to watch a specific webinar on a predetermined date and time. On-demand webinars give audiences access to the content they want, exactly when they want it.

The content of a webinar can be restructured into a blog post. This creates an intersection between the audience members who frequent the blog and those who prefer to attend the webinars. By embedding the webinar replay into the blog post itself it increases the number of people who will potentially watch it. Including a summary of the webinar and a script will help readers skip to the parts that interest them most.

Clips from webinars can be repurposed into social media posts. Engaging segments from the webinars can be whittled down into thirty-second clips for online consumption.

Finally, webinars can be repurposed into podcasts. This popular media type is ideal for webinar repurposing, as all that is required is isolating the audio file of the recording. This can be done with webinars that don’t rely heavily on visual content.

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