As marketers, we often hear and talk about repurposing content, and in reality, there are very few companies that actually do it. But, why is that? Maybe an image of a box of leftover pizza in the back of your fridge comes to mind when you think of repurposed content, and what you really want is a hot, new order of lasagna or (shiny, new content.) We get it, fresh content (and takeout) is always great when you have the time and money. But, creating new content isn’t always ideal — it can be expensive, both from a time and cost perspective. We don’t waste perfectly great content or food here, so let’s roll up our sleeves and get started on a quick and easy 5-step guide to help you do the content shuffle by repurposing your webinars and virtual events into amazing content that can be enjoyed by your customers and prospects.
Step 1: Use your best performing webinars or virtual events.
The more current the webinar is, the easier it will be to create content that’s turnkey.
Successful metrics to look for:
- Conversion rates
- Lead generation
- Audience engagement
- Revenue generated
Step 2: Don’t change the webinar content.
No need to reinvent the wheel — you’ve already did most of the work when the webinar aired. Really — don’t create any new angles and don’t do any extra research — use what you have.
What to do:
- Transcribe your webinar or virtual event recording
- Summarize transcription and outline main points and key takeaways
- Highlight clear calls to action, important trends or statistics from your presenters, and interesting audience questions
Step 3: Create a written piece.
Use existing templates and turn it into a written piece — ebooks or whitepapers are the tried-and-true way to go.
What to do:
- Use your transcribed webinar or virtual event recording to outline each chapter of your ebook
- Use your transcribed webinar or virtual event to break down the contents of each chapter
- Place appropriate calls-to-action within your ebook
- Roughly outline the layout of your ebook by annotating which copy is a headline, quote, or statistic
Step 4: Keep the design simple.
Use design tools and resources that you already have. If you don’t have any, there are plenty of free and easy-to-use apps with built-in templates that require little to no design-savvy skills.
What to do:
- Use your rough layout to choose a design that fits your ebook or use an existing template from your content archives
- Use your branding, feel, and colors
- Incorporate easy visuals like photos and premade graphics or icons
- Highlight calls-to-action, quotes, or statistics
- Convert it into a PDF, but always keep track of your revisions
Step 5: Publish and promote
Convert your website visitors and eBook readers into leads that your sales team can follow up with.
What to do:
- Create a dedicated landing page for your eBook
- Require your landing page visitors to fill out a form, providing your company with their contact information such as their name, title, company, and work email address
- Promote your ebook through organic (and paid, if your budget allows) and track its success
Content marketing is only as difficult as we make it — when you’re working with a smaller budget or time constraints, be creative and use assets that you already have to continue sharing insightful information with your audience. And having the right partners that are knowledgeable and resourceful will help your company stay evolving and competitive — working with an outside team like Unreal Digital Group will help you do just that.
Contact us if you have any questions or would like to learn more about repurposing content from your webinars, virtual events, or anything else to connect with your customers and prospects. And, be sure to follow us on Twitter, LinkedIn, and Facebook so you don’t miss out on additional strategies and insights.