5 B2B Social Media Campaigns that Convert (and How to Repurpose Event Content to Fuel Them)

We'll be blunt: If you're not connecting with people on social media, you're leaving a significant amount of revenue on the table.

Up to 87% of buyers turn to social media for buying decisions, using platforms to research products and look at reviews. Plus, the average daily time spent on social media is more than two hours — that's a lot of time for you to get your message in front of new people!

And if you feel like you just don't have enough content to feed the social media engine, here's the good news: You don't necessarily have to create something new. Instead, look to your webinar and event archive.

B2B buyers aren't spending most of their time on company websites and only popping over to LinkedIn to update their roles. Nope — today's B2B buyer is a frequent flyer on LinkedIn / TikTok / YouTube / you name it, and they're gathering data on every platform to make their future purchase decisions.

The algorithms have changed, too. Social media platforms are begging for authentic, human-led video content. Earlier this year, short-form video was the fastest-growing content category on LinkedIn, and video viewership was skyrocketing. We're willing to bet that hasn't changed.

Yet we continue to hear from B2B marketers that they don't have the time or expertise required to create engaging video content. To which we say, NONSENSE! You've probably hosted at least one event or webinar, right? Repurposing the most authentic, valuable parts of those videos is exactly what your audience wants from you.

With a solid content repurposing strategy, one webinar turns into 15-20 social media posts, 1-2 newsletters, audiograms, email campaigns, and so much more.

Here are five of our favorite formats for social media:

The explosion of short-form video content makes sense; buyers are strapped for time and their attention is being pulled in a million different directions. Giving them something succinct and to the point respects their time while providing value.

Real-world success story:

As one of the top three social media tools, YouTube has 2.7 billion users — and for Talkdesk, a cloud contact center platform, it serves as their video information hub.

Jordan from Talkdesk joined Goldcast's Summer Camp this year and shared how he was able to leverage Content Lab to create 80 short-form videos in just two months, something that would have been impossible with manual processes.

Videos like the one above helped boost Talkdesk's influenced pipeline and YouTube follower growth, which currently sits at 1800+ subscribers. Being able to consistently post short but valuable clips keeps the company's audience engaged while positioning them as a thought leader.

Why it works: Event clips already contain expert insights and, sometimes, real audience interactions that feel genuine and unscripted. When you pull these segments from your webinars, people feel more connected to you.

How to execute on it:

1. Identify at least 3-5 key moments from each event that you want to repurpose. Sometimes, we'll even try to predict where these moments will come from when we create our Run of Show.
2. Check that each clip can stand alone, or be sure that you provide the necessary context in your post copy.
3. Add captions for accessibility and people who watch with volume off.
4. If necessary, include a clear CTA directing people to the full recording, your next event signup, or another resource.

How Goldcast makes it easy: The magic of Content Lab is that it automatically extracts the top moments in your event recordings. Within seconds, you've got multiple clip versions with different layouts, and you can further customize them if you choose.

If video content is at the top of the list, audio content is right behind it. Podcasts and audiograms have become increasingly popular ways for busy folks to catch up on content while on the go or multitasking.

And if you've got a video podcast — which we recommend, as YouTube has become the most popular podcasting platform — you can turn that into short podcast video clips, too!

Real-world success story:

Exit Five is a popular B2B podcast hosted by Dave Gerhardt. In each episode, he talks with marketing leaders and industry experts about topics ranging from ABM to product marketing.

Not only does the full video podcast get shared on Exit Five's YouTube, but you can also find short, engaging clips from various podcast episodes:

The Exit Five community is engaged, with 1.5K+ subscribers to the YouTube channel, and a short like the one above pulling in almost 500 views.

And here's a great example of an audiogram from Goldcast client Kochava, who's used the power of Content Lab to generate more than 15K LinkedIn video content impressions!

Why it works: Shorter audio content allows people to catch up on key takeaways during commutes, chores, or while working. As with the short-form video content, it's simple to repurpose a full-length recording into audio-only clips.

How to execute on it:

1. Extract 2-3 minute segments (or less, if you're going for microvideos) featuring shareable quotes and insights.
2. Create visual audiograms or short video podcast clips.
3. Add captions for accessibility and people who watch with volume off.
4. If necessary, include a clear CTA directing people to the full recording, your next event signup, or another resource.

How Goldcast makes it easy:Content Lab automatically produces audiograms, complete with speaker photos and titles. You can also use the workflow under #1 to seamlessly turn podcast video recordings into short, shareable clips. 

A recent study showed that for company pages, LinkedIn carousels generate the most engagement. (Video content performs better when taking into account individual and company pages.)

Real-world success story:

We often post carousels on our own LinkedIn page. Here's one we created with the key takeaways from ClickUp's playbook on how to repurpose webinar recordings into comprehensive multimedia guides:

Each slide contains valuable info on how ClickUp makes this workflow happen, broken down into a step-by-step format. Then, we direct readers to our Playbooks page to read the full thing.

Why it works: People like carousels because they're easy to visually digest. Carousels break info up into small chunks and give people the ability to scan and click through as they want — plus, they're fun to look at!

How to execute on it:

1. Take one key topic from your event or interview, and break it into 5-7 slides.
2. Make sure the first slide of your carousel is interesting and invites people to learn more.
3. Include statistics or quotes, as it makes sense.
4. Apply final branding touches.
5. End with a CTA.

1. In Content Lab, you can create copy for LinkedIn carousels from your recordings.
2. You'll receive a title for the carousel, as well as each slide.
3. Each slide will also have its own copy and relevant quotes.
4. Use a program like Canva to actually create your carousel and then post them!

While you shouldn't publish anything AI creates without reviewing it first, you can at least get a first draft on the page with its help. Then, once you have a post finalized and ready to go, AI tools can help you schedule for different platforms.

Real-world success story:

The Marketing AI Institute used Content Lab to automatically generate same-day session notes for its Marketing AI Conference (MAICON). The session notes then went out to more than 4,000 attendees!

Beyond the session notes, the team also wanted to easily create posts for other social content — MAICON involved 20 sessions, so the potential was huge, but doing it the manual way would have taken forever. Instead, with Content Lab, all of this was achieved within minutes.

The results were wild. Ultimately, the team grew their average social media interactions by 400%!

Why it works: AI takes on the most time-consuming parts of the process. It pulls out the key takeaways and analyzes video clips to write social drafts, and it does all of that to scale. Meanwhile, you're able to focus on higher-level tasks like strategy and engagement.

How to execute on it:

1. Host your event in Goldcast, or upload your recording afterward.
2. Use Content Lab to generate key takeaways and social drafts.
3. Review and edit for accuracy and brand voice.
4. Use a tool like Buffer to schedule posts in advance.

Content Lab generates multiple post variations, allowing you to reach different audiences on different platforms and fine-tune your brand voice accordingly. Once your recording is uploaded, you'll automatically get first drafts of emails, blogs, key takeaway posts, social media posts, and more.

Ideally, your posts on LinkedIn aren't just one-way dispatches, but conversation starters. The more people engage with your posts and ideas, the bigger your community becomes.

Real-world success story:

We recently prompted the Goldcast team and some of our long-time community members to ask others what they do for work and share the resulting videos with us.

Here's Drew Brucker, Goldcast Head of Brand and Content, with his two adorable kids:

This video was an instant hit, garnering 232 likes, 89 comments, and five reposts. The coolest part is that it isn't a direct sell to anyone, but it's still about Goldcast because Drew (and everyone else who participated) used Goldcast to shoot, edit, brand, and produce the final video.

Why it works: People want to feel connected to you and genuine, human-led content fosters that feeling. If you don't have any big campaign ideas, try paying attention to the questions or topics people bring up over and over, and create content about that to see what conversations pop up.

How to execute on it:

1. Aim for campaigns that are relatable and play on human emotion, while showcasing your product or service.
2. Monitor what people are talking or asking about on social media to provide ideas.
3. Identify moments in your events where engagement skyrocketed, and repurpose those clips to be shared.
4. Include questions or pose a challenge within your social media posts.
5. Always engage back with people who comment or reshare your post!

How Goldcast makes it easy: Content Lab looks for the most impactful clips within a recording, which can be a great place to start. You can also use Goldcast's Analytics suite to find out which events saw the highest engagement, and review the recordings for top moments. Finally, you can set up your Brand Voice profile so that it always includes a question to prompt more discussion.

Successfully doing just one of these social media strategies would require a lot of work, if it wasn't for AI. This is why Content Lab is your best friend!

By uploading just one recording, Content Lab can generate:

• Short-form video clips for you to share across platforms
• Branded audiograms
• Video podcast snippets
• Text for carousel posts
• Blogs, takeaways, and email drafts

Don't delay — try Content Lab today, for 0% down, now and forever. We promise you'll get your money's worth!

How can B2B companies repurpose webinars for social media?

The most effective repurposing approach involves identifying 3-5 key moments from each webinar, creating short video clips (30-60 seconds), and adapting them for different platforms. Successful companies also create carousel posts, audiograms, and discussion-starter posts to post on social media.

What tools help create social media campaigns from event content?

AI-powered platforms like Goldcast's Content Lab automate the heavy lifting of transcription, video editing, and content generation. These tools can transform a one-hour webinar into weeks of social media content in minutes!

How much time can automation save in content repurposing?

Companies report dramatic time savings: AspenCore reduced video editing from 2 hours to 5 minutes per clip, while Kochava cut social content creation from 2 hours to 10-15 minutes per webinar. You can find more customer stories here.

Which social platforms work best for B2B event content?

Forrester research found that LinkedIn remains the dominant platform for B2B audiences. However, you should have a brand presence anywhere your audience hangs out. The beauty of using repurposed content is that you don't have to work extra hard to scale and meet people where they are!

How can I measure the ROI of repurposed event content?

Treat repurposed content the same way you would other types. Track traditional metrics like video views, engagement rates, click-through rates to full event recordings, and lead generation from social media CTAs.