If Content is King, Repurposing Content is Queen Bee

by ON24


The adage that “content is king” has been proven tenfold, however, if each and every single piece is original and not efficiently repurposed, you’re missing a massive mark in marketing effectiveness.

Repurposing not only extends the life of your content, but in repackaging, refines it for specific audiences with highly specific needs, each of which want to consume and interact with that content in different ways.

Webinars provide a deep mine of content that has the potential for multiple lives and what Wired editor Chris Anderson calls “the long tail.” Just as I’ve written that firms already have the building blocks for webinars and may not know it, the reverse is also true: webinar content has a wide variety of uses beyond the program itself, and across multiple mediums. 

...repackaging content refines it for specific audiences with highly specific needs.

It’s foolhardy to squander the effort spent curating your knowledge by not taking the extra steps to repackage and republish that expertise. Think of your webinar as your master file and repurpose broadly and creatively.

  1. Video & Audio. Content from an hour-long webinar can easily become a 20-minute TED-style talk, a five-minute webinar teaser, and a two-minute video clip. Very short clips provide important material to supplement social media posts. An hour’s worth of content aimed at a broad IP audience, for example, can become pared-down but highly tailored industry-specific programs that are ideal podcasts.
  2. Print. Webinar content can be retooled into numerous client alerts, white papers, a one-page fact sheet and Q&As of various lengths. Focus on timely topics first, and then glean your webinar for evergreen content.
  3. Graphics. The slides and graphics produced for the webinar are ready-made visuals for all print content. Consider each chart and slide, and how it can find its best audience outside the webinar.
  4. Social. Graphics from the program, slides, statistics cited and authorities quoted are the makings of a robust, topic-specific social media campaign. This gives your webinar that long tail, and keeps your name associated with the topic. 
  5. Webinar-driven content. Results of polls taken during the webinar are the basis themselves of fresh, original content. Poll data is among the  most popular content consumed. The same goes for questions posed by attendees. Those questions show what your audience is interested in, and should become the subjects of additional pieces in a variety of formats.

You can also take clips from a series of three webinars on a single, broad theme and craft an introductory webinar to promote the series, as well as a BLUF (bottom line up front) webinar combining the key takeaways from each webinar.

There are many ways to amplify your webinar efforts. These are just a few examples of what’s possible; savvy marketers will have others. If you’ve got a webinar success story, please send it my way!


[Samantha McKenna is a Senior Director, Sales at ON24. Connect with her on LinkedIn to learn how webinars can supercharge your firm's content efforts.]

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