Webinars have proven time and time again to be one of the most successful channels at a marketer’s disposal. According to 73% of B2B marketers and sales leaders, webinars are the number one way to generate high-quality leads (source).

Here’s the thing— webinars require a significant amount of prep work. So much so, that it’s easy to forget about a webcast’s after-life. But, it’s a mistake to run a webinar and then let it collect virtual dust in an archive. These broadcasts leave behind a treasure chest of future content for your customers.

Prospects enjoy real-world examples and actionable advice, both of which are prominently featured webinar content. Repurposing this material is a great way to provide valuable information without having to create new content from scratch.

If you want to get even more out of your webinars, you’ve come to the right place. Today we look at eight easy ways you can reuse your webinar content!

1. Publish speaker and attendee Q&A’s.

Interactive webinars provide attendees with the opportunity to ask questions and receive insightful answers. And, plenty of your followers who aren’t able to attend a live webinar will likely have similar questions. For this reason, we recommend you transcribe the Q&A portion of your webinar and publish it as a blog post, outbound newsletter, or even as an FAQ page on your website.

Rather than watch an entire webinar, busy readers can scan this transcript to find the answers to questions that most intrigue them. And, on the flip side, a written Q&A allows your most interested prospects to take as much time as they need to process and unpack complex ideas.

2. Create a blog post out of actionable speaker tips.

Identify the most important information or actionable advice from your webinar. Then, produce a blog post that features and expands upon these tips. Like our previous suggestion, this type of content is both valuable and relatively simple to create. After all, a well-produced webinar is already researched and organized. So, you don’t have to track down an expert or commit to extensive planning time.

From there, you can distribute this post as part of your webinar follow-up emails. Instead of the usual approach— “Sorry you missed our webcast!”— you can follow up with— “Here’s what you missed!”

A blog post takes a few minutes to skim. But, a webinar, whether live or prerecorded, is much more of time commitment. Give your readers and email subscribers a choice between watching a recording or reading a blog post. If they find your blog post interesting, they may be compelled to watch or register for your next digital event.

3. Share presentation slides.

Due to time constraints, speakers often rush through slides during live webinar broadcasts. Luckily, tools like SlideShare allow you to repurpose webinars into online slideshows people can consume at their own pace.

You can also pull individual slides from your webinar presentations and re-use them as part of other campaigns. This works well for slides containing standalone content that makes a point without the context of the original webinar.

4. Include a full transcript.

A webinar transcript provides your audience with a scannable alternative to a lengthy visual presentation. And, transcribing a webinar yields major SEO benefits— as Google cannot crawl the content of video files (source).

For this reason, we recommend creating a full transcript of each webinar. Then, be sure to include it as part of any follow-up campaigns you run. If you take this step, you can adjust the transcript’s wording and structure to highlight your target keywords.

Yes, transcribing a 30- or 60-minute webinar is an unwelcome chore. A chore that many marketers find better to just pay someone else to do. So, a word to the wise, if you pay a transcription service to handle the process, make sure you proofread the final product. Many transcriptionists may not be familiar with certain industry terms and acronyms.

5. Create an infographic.

The best business infographics tell a story through images and design. A webinar is a good stepping stone for infographic content because most rely on aspects of storytelling. And, it’s no secret that infographics are one of the most effective forms of digital content:

  • An infographic is 30 times more likely to be read than a text article (source).
  • Infographics are liked and shared on social media 3 times more than any other type of content (source).
  • Infographics can increase web traffic by up to 12% (source).   

Review your webinar slides after the broadcast and identify a theme that makes for an engaging infographic. Or, if you poll your audience during the webinar, consider creating an original infographic based on the results. Gather any additional information you need, and work with your graphic designers to assemble the infographic.

6. Draw inspiration for live speaking events or conferences.

Webinars are innately interactive. Therefore, webinar content is a great starting point when it comes to planning a live presentation. The hard work– planning the initial webcast and creating the slide deck– is already done. Simply tweak the material for an in-person professional event and determine how to incorporate the live crowd into your presentation.

Live presentations help to establish your brand as an authority within your space. So, we suggest you research upcoming events within your industry. Then, earn an invitation by pitching your repurposed webinar content to the conference organizers.

7. Create short clips for social media.

It shouldn’t come as a surprise that many marketers recommend you repurpose webinar content into engaging social video content. The thought is that a lengthy visual presentation can be reworked into a handful of short, digestible video clips. And, we agree!

People who don’t have the time or attention span to sit through a full webcast or written transcript might be more inclined to engage with a quick video. In fact, social video generates 12 times more shares than text and images combined (source).

Cutting your webinar into bite-sized snippets may seem like it will require more time and energy than some of our other suggestions. But, remember, repurposing webinar content will require much less in terms of production, manpower, and planning than creating video content from scratch. With relatively minimal effort, your webinars can be the boost your B2B social media content needs!

8. Hop on the podcast bandwagon!

In the B2B marketing world, it’s not uncommon for businesses to produce highly successful podcasts. But, if you work at a smaller company or have minimal resources at your disposal, creating a high-quality podcast probably sounds like a daunting task.  In fairness, it is a daunting task. But, it becomes slightly less daunting if you already have high-quality webinar audio to pull from.

For this reason, we recommend you consider taking audio-heavy webinars and using the audio as part of a business podcast. A great webinar is informational, engaging, and full of actionable insights– just like a great podcast. So, as long as your webinars don’t rely too heavily on visuals, you might already have a stockpile of podcasts waiting to be uploaded!

Final Thoughts on Repurposing Webinar Content

Don’t let your webinars become one-and-done events. The hard work you put into a webinar can continue to pay off long after the broadcast concludes. If you haven’t ever tried to repurpose webcast material, pick one of the ideas above and test it out. Repurposing webinar content will save you time, help boost your other marketing efforts, and ultimately increase the ROI of each webinar you create.

If you’re looking for more tips and best practices for webinar success, check out the following blog posts:

For more information about how ZoomInfo can improve your marketing campaigns, contact our sales team today. Our B2B database is the tool you need to understand your audience better, reach more decision makers, and earn more revenue!

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About the author

Scott Wallask

Scott Wallask is a Senior Content Manager at ZoomInfo, the leading business contact database and sales intelligence solution.

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