Webinars are an excellent way to connect with users, directly engage, promote services, generate leads, and build authority.
A single webinar can provide benefits for years to come.
There is no doubt that webinars are incredible resources. But they don’t end at the webinar itself. You can repackage that content into new content, which will stretch even further.
As you may know, I am big fan of repackaging and writing productivity and I see webinars as the huge opportunity to try the tactic.
Here are some ideas to get you started..
Offer It As A Video
The easiest way to get more from your webinar is to offer it to people who couldn’t be there for the live version. You just take the recorded video, stamp on a title card and ending card, enhance it for your chosen video platform, and post it. You can see how SEMrush is doing it masterfully turning their webinars into valuable content (including videos and downloadable Slideshare files) and using it to collect leads.
You have a couple of options here. First is just to put it somewhere like Youtube, but I would hold off on that. The same with platforms like Vimeo, DailyMotion, etc. You will get there eventually, but think of it as your secondary form of promotion.
Another option is to host it directly on your site. For the first few months, put it behind a sign-up wall. Ask people for their email addresses to access the video. Sites like Hootsuite use this method, and it is an excellent way to build email subscriber lists.
Ask them during sign-up if they also want to subscribe to your newsletter. Never make it mandatory, or start sending them newsletter just because they gave you their email address. You will get on their nerves. Just asking will still give you plenty of addresses, so you will have a double tier benefit from the collection.
Once you have had the video up this way for awhile, you can re-release it for people on YouTube, Vimeo, etc. This has the added benefit of making those who go to your site to sign-up to view feel like they are part of an exclusive group.
If you do a series of webinars, you can also consolidate them into a Udemy course.
Break It Into Blog Posts
Everyone is always looking for regular ideas for blog posts, right? Your webinars will provide you with plenty, if you look hard enough.
Think outside of the box and go for a stream of consciousness association. Turn your webinar sub-sections into separate blog posts. If you have any questions during the webinar, cover them in separate blog posts too!
Don’t forget to link to your video (and / or Udemy course) from each blog post you publish. That’s how you’ll generate more views and engagement.
Create A Downloadable Tutorial
You are already going to (presumably) offering step by step advice of some kind. You can create a tutorial by breaking down these steps into even more basic ideas, and offering them on their own.
How you do this will be up to you. If you have published a series of blog posts (see the step above), you can easily turn them into one complete pdf file and offer your readers to subscribe to download.
If you have the skills, or know someone who does you can ask/hire, you can even make an infographic showing it off. Those are viral fodder for websites like Pinterest, so you would be doing yourself a real favor there.
Re-Use Your Presentation
Slideshare is a great platform with a very active community, most of them professionals. But it isn’t overly crowded, so with a bit of meta data optimization you will get plenty of views.
You are most likely to have had your presentations ready for the webinar, so just optimize it a bit for the Slideshare and upload it there!
Be sure to take a look at the top presentations on Slideshare to get an idea of what works.
Use The Q&A For A FAQ
Most webinars have a portion that is dedicated to Q&A’s. If your own doesn’t, it should. Either this will be done in real time by connecting through a tool like Hangouts/Tweetchats/etc, or you can take questions ahead of time and read them out during the Q&A with credit to the asker.
These are so helpful for content. Not only do they show you the questions people have so you can make fitting blog posts/videos/tutorials/etc. in the future, but you can make something from the Q&A itself. It also offers a chance to link to the video, hidden behind that sign-up wall.
Here are some tools to find even more questions people tend to ask when they discuss your webinar topic (In case you didn’t get enough during the event).
Webinars are the best, period. They are a great way to connect with your audience. They are a means of asserting your authority on any given topic. They are even a way to build email lists, which remain among your most crucial weapons in marketing. Everyone should be creating them.
Everyone should also be creating other content from them. Hopefully, this post has given you some ideas. If you have others you should post them below, I would love to hear about them. You can never have too many tools at your disposal.