Webinars and online events are some of the most effective ways SaaS companies are attracting new customers. 93.5% of SaaS companies offer educational webinars, and 85% of leadership (senior managers, executives, and board members) consider events essential to their company’s success.
Strategic webinars and online events can deliver exceptional ROI, but marketers put a lot of time and effort into creating these events. Creative marketers are getting significant additional mileage out of this content by repurposing it into a variety of different formats that they use throughout the year. If you’re looking to maximize the results of your webinars and online events, try implementing this repurposing framework.
1. E-guide or White Paper
One of the most valuable repurposed formats is the e-guide or white paper. This asset serves as a demand gen workhorse as well as a tool for your salespeople who need value-added reasons to follow up with prospects.
2. Blog Post Series
Blog posts are an excellent way to create SEO content while promoting the e-guide or white paper (or the on-demand recording). Each post focuses on a subtopic covered in the presentation. Publishing teaser blog posts prior to the event can also help boost registrations.
From one or more of the blog post topics, you can create an infographic to share on social or within the body of the related blog posts. Infographics are great for visual learners who want to get the gist of an article before diving into the details.
4. Podcast Episode
The audio of the webinar or event session can serve as the heart of a podcast episode. This strategy works best for interview-style sessions, but it can also work well for educational presentation-style sessions. Simply add a bit of introduction explaining the context surrounding the audio recording.
5. Summary Article
Your summary article can also be optimized for search. And a summary article is an ideal way to promote the on-demand recording and high-value repurposed pieces, such as the e-guide and podcast episode.
6. Image Quotes
Quote-worthy audio snippets can be turned into images that you can share on your social channels to attract attention.
7. Summary Video
A summary video is an excellent way to promote the on-demand recording. Streamline the process by recording this video on-site immediately before or after your event.
8. Chopcast Videos from the Presentation(s)
Generate short videos to share on social media or in your blog posts by slicing up the presentation video into segments that feature a subtopic or key takeaway.
9. Thought Leader Videos
Grab hot takes from your company’s leadership to highlight their thoughts or key takeaways from a session. This works especially well with online conferences or other multi-session events.
10. Behind-the-Scenes Videos with Presenters
Go ahead and hit “record” before the event officially starts as you’re chit-chatting with the presenter. These candid sessions can result in fun videos that add levity, and they’re also great for sharing on social to promote the on-demand recording.
Make Your Content Go Further
You put a lot of work into content strategy, and you want to get as much as you can out of it. Repurposing your webinars and online event content is an ideal way to maximize your results.
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