You're a mission driven organization that wants to educate others and make the world a better place.
You use webinars to build a community, educate your followers and get your message heard.
But your webinars aren't getting the traction you'd like, and you know you could create greater impact if those webinars were seen by more people.
What is Webinar Repurposing?
Repurposing allows you to turn one, 30-60 minute webinar, into an army of content that will spread the word about your mission. With all the time you spend creating the slide deck and presentation, webinars are chock full of useful information. But if you don't distribute this information across platforms like Youtube, Instagram, LinkedIn and more, you're missing out on a ton of potential.
Idea #1: Posting on Youtube
Once your webinar is recorded, it's key to post the entire recording on Youtube and give it a descriptive title that will help people searching for the topic find you online. If your webinar has multiple topics or subjects, you can also create individual videos and post them separately. Joe Rogan employs this tactic by posting his entire, long form 2-4 hour podcasts, but also posts 5-15 minute clips of his guests speaking about specific topics. This process increases the likelihood that someone will find your content while searching for relevant topics on Youtube.
Idea #2: 60 Second Video Highlights
Another way to repurpose your webinars is to pull out small highlights and turn them into 30-90 second clips to post across social media. Out of a long form webinar you can likely pull out 5-10 small clips that feature a specific story, nugget of wisdom or stunning fact that can draw your audience in over time. Once you've recorded this webinar, you can release these clips on social media over the following weeks to give your webinars a second life of impact.
Idea #3: SEO Rich Blog Posts
If you have some more time and resources, you can also turn your webinar into a blog post that you can post on your blog or on platforms like Medium or LinkedIn. This will allow your followers that prefer to consume info through reading to learn about your mission. With the written text, this also boosts your website's SEO ranking on Google over time. Furthermore, this blog post can be transformed into multiple posts of its own in the form of tweets or image quote posts.
Distribution is where the rubber meets the road...
The moral of the story here is that the real work starts after you've recorded your webinar. It's important to look at your recorded webinar as an asset that can be leveraged in multiple ways to bring value to your organization. The best way to make sure this distribution step is done correctly is to find an internal member of your team to focus on this one step of the process. The creator of your webinars should always be focused on creating new, engaging content and webinars, while another individual focuses on getting it out into the world.
You can also work with an external partner or consultant on this distribution step. The important part is that distribution gets the attention it deserves.
Time to take action...
Go back into your archives and find a recorded webinar that has been sitting on YouTube or on a folder on your computer. Set a goal to create 10 individual pieces of content exclusively from the material found in that webinar. You'll be amazed at how this process can unlock new potential for your message to be heard by others.
Have questions about this topic? Tweet at Grant, the author of this post, @GrantTaleck. I'll be happy to answer your questions.