Why do you as a brand need to repurpose your webinar?

Why do you as a brand need to repurpose your webinar?
Why do you as a brand need to repurpose your webinar?

According to the Content Marketing Institute research, webinars are the most effective tactic to attract viewers, grow user engagement, and generate high-quality leads. But, despite this, only 48% of marketers use the webinar content after it ends.

Why wouldn’t you leverage a proven content asset to your benefit? Repurposing your webinar—sharing it in different formats—will nurture your users throughout the buyers' journey and help you create platform-specific content.

That’s not it.

Here are the other 7 reasons you should repurpose your webinar:

1. Make the most of your efforts
2. Reach a new audience
3. Save time and effort during content creation
4. SEO boost
5. Increase brand recall/awareness
6. Establish brand authority
7. Reduce platform dependency

1. Make the most of your efforts

Hosting a webinar is a hell of a task: Do extensive research to decide a topic, persuade speakers, manage tech issues, run the live webinar, and engage the participants. Oof! But, despite the enormous efforts, you aren’t guaranteed thousands of attendees (100-120 is the average) and how it performs.

Content repurposing has your back. It ensures your (webinar) content gets a second chance, and people consume it via blog posts, YouTube videos, and other formats. You increase your content’s shelf life and the chances of maximum ROI for your efforts.

2. Reach a new audience

A typical webinar lasts 30-60 minutes. Not everyone can attend it. Also, different audience prefers different content format to get educated and entertained by a brand. Some users consume videos over text. Some prefer audio. Some want to read blog posts. After all the effort you’ve put into your webinar, wouldn’t you want to reach as many users as you can? With content repurposing, you can.

Repurposing your webinar into multiple media formats (audio/video/text) will extend its reach to users you might haven’t attracted otherwise. You can turn a webinar into a series of blog posts, social media posts/micro videos, and a podcast. Users can consume your content in the format they wish. You increase your brand awareness and attract a new audience. Win-win.

3. Save time and effort during content creation

Content Marketing demands creating content to inform, educate, and convert users. But, only brands know how tough it’s to come up with topics every time, create content from scratch, and keep investing dollars with minimum results. Often, you fall into a content rut—creating content on the same topic every time.

Enter webinar repurposing. No need to bang your head and think of new topics to fill your content calendar. Repurposing your webinar across different platforms saves time, dollars, and effort to achieve your marketing goals.

4. SEO boost

68% of online experiences begin with a search engine. You don’t want to miss out on this free organic traffic, do you? So, if you want to increase your organic visibility, SEO is your best bet.

Here’s how content repurposing can help: When you repurpose your webinar, you can put the keyword into a blog post, YouTube video, infographic, and podcast. Publishing your content in different formats will increase your chances of targeting the desired keyword and hence ranking higher on search engines.

If one of your repurposed formats gets a backlink, that’s an added advantage to your SEO and organic rankings.

5. Increase brand recall/awareness

How often have you recalled a brand after 30 days of first sight? Probably (close to) zero. It’s a rarity that someone recollects a brand only after seeing it once. Studies show that potential customers need at least 7 brand interactions to become aware of your brand.

Content repurposing gives you the best shot to achieve this. By repurposing your webinar into different formats, you can reinforce your message via social media, YouTube, and Google. It will increase your brand awareness, and when the person makes a purchasing decision, they will be more likely to buy from you.

6. Establish brand authority

Brand authority means how likely someone can trust you as an expert in a particular field. A company with a high brand authority enjoys loyal and repeatable customers. And don’t you want the same? Then, repurpose your webinar content across different channels.

Take inspiration from your webinar to:

a) Write blog posts that answer your readers’ questions.

b) Share video snippets via YouTube and social media to show your expertise.

c) Record a podcast to highlight your case testimonials.

7. Reduce platform dependency

Your content is at the mercy of the platform’s algorithm. If you publish content only on Instagram, any change to its algorithm will shrink your reach (All the years of effort gone in a second). Of course, you can restart and try to match the algorithm. But, this usually takes time, and in that time any new competitor can oust you. Deplatforming is another crucial risk. In that case, you won’t even be able to recover your audience.

The solution? You guessed it. When you repurpose your webinar content, you ensure your content lives across different platforms. So, naturally, you’ll have followers across all of them. Any change to one platform’s algorithm won’t be the death of you. You can always redirect your followers to different platforms. For example, if your Instagram reach is down, you can ask your Twitter followers to engage with your Instagram content and boost your reach, and vice-versa.

Webinar repurposing ensures you actively promote your content

Content promotion is key to attracting and engaging users, establishing trust, and improving conversion rates. And that’s what you gain with repurposing your webinar content into different formats. So, don your marketing hat, and start repurposing.

Checkout Madfire

Content Repurposing made easy!

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