OK, so you have decided to repurpose your webinar. You’re excited to turn your webinar into Instagram Reels, YouTube videos, blog posts, and other formats (because you’ve read the benefits of webinar repurposing). But, after repurposing your webinar, you don’t see the results: No audience reach, no increased engagement, and SEO benefits.
This happens to many because while repurposing the webinar is the most touted advice, how to avoid the common webinar repurposing mistakes is the least common follow-up. Don’t worry. We will walk you through the five common mistakes (and how you can avoid them).
1. Picking any random webinar to repurpose
The prime reason for the lack of webinar repurposing success is choosing your webinar (that you’ll repurpose) at will. You can’t just select any webinar, repurpose it, and expect it to do well. It doesn’t work that way.
Pick only those webinars that have already done well. Audit your webinar content and select the ones with the most engagement (number of live audiences, comments, shares, and more). After all, if the webinar is already a success, there’s a higher probability that it will do well after you repurpose it.
Other methods to select the ideal webinar to repurpose:
a) Find socially trending topics
You don’t want to repurpose a webinar topic that’s outdated and irrelevant in the present context, do you? Your audience wouldn’t care, and as a result, your effort will go in vain.
The solution is to scan social media trends for trending queries and see if you’ve created a webinar on them that you can repurpose. For example, currently, there’s a lot of chatter on social media about the recent Google update. So, if you have a webinar on tips to navigate Google updates, you can repurpose it to take advantage of the social media trend.
You can use Buzzsumo to find socially popular topics. Enter your industry keyword and hit search. It will show the current popular topics. For example, I searched for content marketing, and here are the results:
b) Do some keyword research
Find what your audience is searching for on platforms you’d like to tackle. For example, if you want to grow on YouTube, do YouTube keyword research, and based on the results, repurpose your webinar into a YouTube video.
For example, if your business is related to content repurposing, type the keyword content repurposing in the YouTube search box, and check the suggested keyword ideas.
If you have already created a webinar related to any one of these keyword suggestions, turn it into a YouTube video.
2. Repurposing too late
Creating a webinar from scratch is time and effort intensive. You’ve to plan the topic, coordinate with speakers, host the webinar, engage viewers, and ensure tech stability. Wouldn’t you want to squeeze maximum ROI on your efforts?
So, don’t wait for months (or, worse, years) to repurpose your webinar because most of your audience will forget about the webinar a year later. On the contrary, if you repurpose the webinar soon after its release, people will have the necessary context and engage more. Hence, if your webinar is trending, ensure you repurpose it to multiple platforms within a week or 15 days to capitalize on its popularity. But, even if it doesn’t, repackaging your webinar to different content formats increases its shelf-life and gives it a second chance to attract a new audience.
3. Limiting repurposing to videos only
Turning a webinar into a video is easy. You select the interesting clips and post them on the video platforms (YouTube, Instagram, and Facebook). But, it barely scratches the surface.
The whole point of repurposing is to convert your content into various media forms (text, audio, and video)—-so it reaches a broad audience who consumes content in different formats (some are visual learners, some prefer audio, and some like to read). So, although repurposing your webinar into a video takes minimal effort, you’ll miss most of the audience who prefer other media formats.
Avoid this mistake. Repurpose your webinar into a text (blog, Instagram/LinkedIn carousel), LinkedIn post, Twitter thread), audio (podcast), and video (Instagram/ Facebook Reels, YouTube shorts, and a video, LinkedIn/Facebook/Twitter video).
4. Not tailoring your webinar to fit each platform
Repurposing your webinar doesn’t mean spamming your webinar link on all the platforms and calling it a day. Yet, you’ll see hundreds of brands doing the same. No wonder there are only a few brands with high engagement and awareness.
To be amongst those, when repurposing your webinar, tailor your content to each platform. For example, Instagram is prioritizing Reels over text. You should therefore double down on the Reel format instead of static posts (Not that you shouldn’t post a graphic post, but ensure you post 3-4 Reels for every one of it).
Similarly, visual tweets/threads, carousels, and videos work well on Twitter, LinkedIn, and Facebook respectively. So, know the platform’s preferred content format and repurpose your content accordingly.
5. Repurposing the content only once
Made a Twitter thread out of your webinar? Great. Created short-form videos? Awesome. Wrote a blog post? Amazing.
But here’s the mistake you should avoid: Your webinar is a resource for many sub-topics. For example, if you have created a webinar on content marketing, you’ll have spoken on “what is content marketing,” its best practices, examples, and case studies.
So, why repurpose your webinar only once? You can (and should) repurpose each subtopic. For example, repurpose the “what is content marketing” part one day, “its best practices” the other day, and so on. Expand on each subtopic with relevant points. That way, you’ll have days of content for each platform and can reap the maximum benefits from your webinar efforts.
So, these were the common webinar repurposing mistakes you should avoid. Easy, right? Doing this will help you reach more audiences and engage them. Use these tips to get started with your webinar repurposing.