Webinars are powerful marketing tools, but once they’re finished, do they end up in the far-reaching corners of the forgotten internet, or do you leverage that content for other purposes? Like all types of content, you can get more value out of your webinar content by recycling it and reformatting it for different channels and platforms.
In this article, we’ll analyze why you should recycle webinar content and how you can do it.
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What Does It Mean to Recycle Webinars?
Recycling webinar content is the process of using the information and material from a previously recorded webinar and transforming it into something new. Here are a few examples:
- You can take the first 10 minutes of a webinar and turn it into a blog post.
- You can take an hour’s worth of conversation, break it up into four to five videos and then upload each one to YouTube.
- You can embed a webinar clip into your newsletters.
- You can give away some of your webinar materials to attract sign-ups to your mailing list.
Why You Should Recycle Webinar Content
More entrepreneurs are recycling webinar content for the following reasons:
1. Save Time
Some of the most high-converting articles are long, say about 1,000 to 3,000 words. It takes a few hours to a full day to write a quality article of this length.
In the world of digital marketing (and probably anywhere else), time is gold. The more time you spend on a task, the more it costs you to earn each lead, conversion, or sale it generates for your business.
Repurposing webinar content helps you save time in many ways:
- You can reuse the content you’ve already created and edited rather than create more from scratch.
- You don’t need to brainstorm fresh ideas or put in that extra bit of effort. You can just edit what’s already there into something else (e.g., a blog post).
- Even if you don’t break down your webinar content into snippets for blogs or YouTube, you can still save time by using the same presentation for your following attendees. In other words, you don’t have to record from scratch.
2. Reach Out to New Audiences
Not everyone appreciates webinars. You should start taking advantage of every single opportunity to convert your attendees into other audiences.
By recycling your webinar content, you can reach people who may have missed the live session or who don’t attend webinars in general. Think about those who watch YouTube or other video channels, such as Vimeo, instead. Also, consider the members of your target market that prefer to be on social media platforms, such as Facebook or Twitter.
3. Save Money
Do some cold calculations about how much it costs to rent a venue, hire audience moderators, and pay for food and beverages.
Recycling webinar content may not allow you to avoid all these expenses. Still, it can help save you from paying an additional fee for video-recording equipment or paying someone to record your presentation for you. You might also be able to get away with not having an audience moderator.
4.Improve Your Sales Funnel
If you regularly recycle webinar content and present it to your attendees in different ways, you can improve your sales funnel.
An effective sales funnel demonstrates how your solution will help your audience or readers solve their problems. Your webinar content can serve as one of the points of engagement for more people to purchase your products and services, so you should use it in different ways to reach out to different types of customers.
For example, on your website, you can put up a sales page that uses snippets from your previous webinars and other relevant pieces of content (e.g., blog posts). The top of the page will list the different webinars and their titles while the bottom has a sign-up form for your mailing list.
5. Give Your Presentation More Edge and Lasting Power
You can recreate a webinar presentation to align with the blog posts you publish on LinkedIn, Facebook, or Twitter.
By recycling webinar content for social media, you can create long-lasting impressions on your audience and add a sense of authenticity to your posts. Use it well, and you can turn your social media accounts into assets that can drive traffic back to your website or funnel.
Top Four Tips on How to Recycle Webinar Content
1. Create a High-Quality Webinar
Before you recycle your webinar content, you’ll need to ensure the quality is top-notch. Review the content to confirm the sound is great, the slides are clear, and the information is easy to understand. Remember, you’ll eventually break these down into snippets or clips and upload them on different platforms.
For this reason, choose your webinar platform wisely. Vimeo, for example, has an intuitive interface to edit and upload videos.
2. Break Presentation into Snippets
If you have a lot of webinar content to recycle, don’t just upload the entire session to a video-sharing site. Since the length of your content will go way beyond 10 minutes, the chances are it won’t engage your audience in the way you intend. Break your presentation into snippets that suit the different formats for easier viewing.
Here are some numbers to remember:
- Instagram Reels videos are 1 minute.
- TikTok lets you upload videos for up to 3 minutes.
- The maximum YouTube video is 15 minutes if you’re unverified, and as long as 12 hours if your account is verified. However, most agree that the ideal length is between 3 and 10 minutes.
3. Get Creative and Have Fun with It
To quote the late Robin Williams, “If you’re not failing every now and again, it’s a sign you’re not doing anything very innovative.”
While recycling webinar content can help save time, there’s no need to limit your creativity. Just because you’ve created that webinar presentation once, it doesn’t mean you can’t tweak it or add something new to make it more engaging.
There are many ideas out there, but here are some to get you started:
- How-to Videos: Do you have a tip on how people can reach their goals faster? Or maybe there’s a problem you can help them solve? You can show your audience how to get it done it or what you think is the best way by making a short (funny) video.
- Product Demo: If your content contains information on different products and services, it’s good to demonstrate how they work. This will be helpful if you’re not around when your audience watches these videos. By doing this, you’ll help your customers find the right products and the support they need.
- Podcasts: Transform a webinar presentation into a podcast for your website. This way, people can access it at any time, and they’re not restricted to only watching your content on a specific device (e.g., laptop or desktop).
4. Promote and Be Consistent
After you’ve created these snippets or clips, upload them to your social media accounts, you can point audience to your website where they can find more information, and ask for feedback. Show that you’re open to suggestions and willing to listen because this is a great way to build trust with your audience.
Using the same platforms also promotes consistency. When you’re consistent, you’ll create a stronger brand that people will associate with you in no time.
Recycling webinar content can help you drive traffic and create awareness about your brand. Use different snippets, add a personal touch and be consistent in the platforms that you use. Do this well, and you can transform your webinars into assets that work for you 24/7.