This blog continues our exploration of how to maximize the effectiveness of your webinar.
For more webinar tips, check out our previous blog.
You’ve probably heard the words recycle, reuse applied to packaging and other items -- and they apply to marketing content, as well!
A webinar’s life doesn’t have to end when the last participant logs off. It’s common to send a recording to everyone who registered, so even if they didn’t attend the live broadcast, they can view the content.
But wait -- there is more you can do to get a better return on the effort you've put into the webinar!
1. Post the webinar recording on your website
You can add the recording to your website as new content.
There are several ways to approach this.
* You can use a dedicated page for webinars, so visitors can easily find your webinar archive from the search bar. This can be a collection of videos embedded on a single page or even a branded channel.
* Or you could host individual webinars on blog pages and add a summary to your video presentation.
2. Create a blog post or two around webinar topics
If you have a blog, this is a good place to reuse your information. Especially if you have details that might be hard to remember, like step-by-step instructions or useful links. If your webinar includes an expert from outside of your organization, you can ask them if they would guest post. If they agree, you’ll not only have their expertise, but it will also help increase your site’s reach if they share the post with their network.
3. Use the Q&A and poll questions
Capture and examine the questions asked by participants during the webinar. They are an indicator of where your audience may want additional information. If you have a number of questions, you can organize and use them for follow-up blogs or emails. In addition, your target audience might be interested in the results from polls taken at the webinar. Poll results makes handy “bite-sized” content that can be shared on social media, blog posts, or as a callout in an eBook.
4. Create an eBook or report
Some topics are complicated or have associated information that can be made into an in-depth report or eBook. The eBook could follow the presentation outline or explore a specific area in more depth. If you plan ahead, you can offer it in your webinar follow-up communications. If the information in the report is unique and valuable to your target market, you can also try using it as gated content for lead generation.
5. Create branded graphics
Any new or convincing data, insights, or quotes covered by your webinar should have easy-to-understand visuals. Make the slide content into graphics using colorful images that are compatible with your brand. Individuals like sharing graphics with compelling data or strong quotes, and these bits of content are great for catching your audience’s attention while they’re scrolling on their feed. You can even add a hook, like “What do less than 50% of small businesses have?”
6. Cut your content into short clips
Identify informative, entertaining moments from your webinar and turn them into short video clips.
How short? This depends on the content and the audience, but remember attention spans are shrinking, and individuals want content that delivers the message quickly. In a recent Facebook test, the 6-second video emerged as an ideal ad length.
You can use the clips in follow-up emails to encourage no-shows to view the recording, or on social media with a link to the full recording.
7. Repurpose the content for your next conference or presentation
Review the feedback from the webinar – if it was well-received, and the topic/format works, you may want to use it for a future event. If you received any suggestions, adjust/update the slides to optimize the presentation.
Planning ahead can help you make the best of your webinar content. So when you are preparing for your next webinar, think about reusing and recycling!
*What do less than 50% of small businesses have? Answer: A marketing plan -- we'll cover that in our next blog.
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