Webinars enable you to engage one-on-one with potential and existing customers. Whether you want to boost brand awareness, educate customers, or generate and nurture leads, webinars will get you there because they reach a wider audience.  

However, when you host a webinar, not all your existing customers or followers will attend. Plus, out of those who attend, only 40% pay attention from start to finish. As a result, some attendees are bound to miss crucial details that are being covered. 

Given an opportunity, these customers would love to consume the content in different formats. And by using that webinar content to create different forms of content, you’re able to engage even more people. In this article, we’ll show you the various different ways you can repurpose your webinar content and use it to engage and educate more prospects.

1. Transcribe Your Webinar 

If you want your webinar to rank better in search results, you have to optimize your video for SEO. One of the best ways to do so is to transcribe your webinar.

First, create a blog teaser that includes the keywords and search phrases you want this content to rank for. Second, publish the teaser on your website together with the webinar video and transcription. Chances are good that the webinar will rank better on Google SERPs, resulting in increased traffic and leads. 

The transcription will come in handy when sharing your webinar video on sites like YouTube and Wistia. Remember, while YouTube automatically generates a transcript for every video, they include a few misspelled words here and there — so it’s still best to create one yourself.

2. Write a Blog or Series Post-Webinar

During a live webinar, you have less than one hour to put across the concepts. That time might not be enough for the speakers to share the nitty-gritty details of the topic of discussion. Writing a blog post or a series allows you to share a more in-depth version of the webinar. 

Ask the guest speaker to write a blog expounding on what they discussed or share the details they didn’t get time to discuss during the webinar. Publish the blog as a guest post on your website and include links to your applicable content, as well as other content from the contributor. Doing so gives the guest speaker more incentive to share the article out, getting it more exposure and making it reach a wider audience. 

Alternatively, if the guest speaker is unable to write the blog, do it yourself. Using the webinar transcription, draw out tips that are tangential to the webinar theme. Create a blog around the topics, publish it, and share it on social media. Make sure to tie the webinar in your social post and tag the webinar speaker so they can easily reshare. 

3. Create Slides and Upload Them to SlideShare

This study shows that 29.8% of your customers want webinars served as a mixture of video, audio, and slides. You’ve given them the webinar in video and audio format. Sharing the webinar in slide format is the final piece of the jigsaw puzzle. 

One of the best platforms to share webinar decks is SlideShare. The service is unique in that it reaches a new audience outside the channels you use for inbound marketing.

Repurpose your webinar into slides, making sure to insert the right keywords into the text. SlideShare automatically creates a text version of the slides and puts it on the page, so if the slides feature the right keywords and phrases, they will appear more on SlideShare searches.

Moreover, while it’s standard practice to focus on the main points when creating the slide, it’s wise to add a lot of text to each slide. SlideShare works well for self-explanatory slides – those that are less graphical and more text-based. 

4. Repurpose The Webinar into an eBook 

This method won’t work for some webinars, but if your webinar discusses a topic that merits a deeper explanation, it might lend itself well to the creation of an eBook. 

One mistake people make when repurposing a webinar into an eBook is converting the slides or transcription directly into written format. Rather, use the slides and transcription to build a solid outline for the eBook. Use the webinar as an expert interview or background research. Draw out quotes and data to add credibility to your content, then flesh out the outline with unique and fresh content.

You can offer the eBook for free on your website or share it as gated content to generate leads for your business. 

5. Turn Visuals, Quotes, and Key Takeaways into Social Posts

While social media is an effective channel to market your webinars, it requires smart tactics to get the most out of it. The most important thing is to determine where your target audience hangs out and to share your content there.

Pull out the most interesting, insightful, and fun facts and quotes from your webinar recording. Keep in mind different types of content work best for different social platforms. For that reason, repurpose these quotes, facts, and stats to suit each channel.

For example, create a five-minute highlight reel showing the key takeaways of your webinar on TikTok. Alternatively, you could create a Twitter thread out of the key takeaways or post stunning graphics of the most insightful quotes on Instagram.

6. Gate the Webinar on Your Website

Webinars are wonderful for lead generation. However, not everyone who may be interested in tuning into your webinar hears about it in the initial promotion. Make sure you record your webinar broadcast; that way, you can put it up on your website’s resource page and make it available to site visitors. Gate it so you can generate new leads from it long after it’s aired. 

Once your broadcast is over, make sure you get as much out of your webinar recording as possible. Doing so will help you expand your reach and generate more leads, as well as provide different formats of content to further engage your audience.