Whether you're aiming to fuel your social media engagement, enhance your content marketing, or amplify your thought leadership, these strategies will help you extract maximum value from your webinars.

Whether it’s an ultimate guide, original research report, whitepaper, or other type of lead magnet—offering your target audience a deep dive long-form asset is a great way to go the extra mile.

What we love about integrating and repurposing webinar content into assets like ebooks, guides and whitepapers, is that the workflow is symbiotic. You can create your content before your webinar, or develop the content for both simultaneously.

Hootsuite’s annual Social Trends webinar is a great example for how to effectively launch a whitepaper or research report in tandem with a strong digital events strategy. To promote the event, Hootsuite pulled data from the report and created an event promo video that imitates the actual trends covered in the report.

According to research from LinkedIn, 44% of users watch video with sound off when watching on a laptop or desktop. This number is even higher among mobile users, with 63% saying their sound is usually off.

The in silent scrolling is one reason event marketers are turning to audiograms when repurposing their webinar content, and they work just as well for getting more mileage out of your podcast episodes, too. An audiogram is a visual representation of audio content that combines images, text, subtitling and translations to create an engaging experience, even when muted.

With AI tools like Content Lab, creating audiograms is easy:

• Upload your existing video or audio files so you can tease out top takes
• Identify speakers and add their information for easy sorting
• Choose the right visuals such as a speaker’s headshot or other professional images
• Using custom backgrounds to align your audiogram with your branding

Publishing a transcript is a low-effort, low-reward tactic, but hey—it’s better than nothing and a perfectly good starting point that you can execute in-house relatively quickly.

One of the biggest benefits of publishing a transcript of your webinar is that it gets your content out there in a written format, which can be beneficial for driving organic traffic to your on-demand event page.

But if you’ve got the bandwidth, consider taking your impact to the next level with a key takeaways post or search engine optimization (SEO) content.

Think of your “takeaways” content as a highlight reel for your webinar that helps drive attendance for future live webinars. Whether you repurpose your webinar content as a top takeaways blog post or social media clip, the key is to distill the entire event into a few easy-to-digest takeaways.

If your goal is to optimize your blog post for SEO, make sure it’s formatted to be scannable, with headers, sub-headers, and bullets. It’s way less intimidating than a transcript and makes it easier for the reader to get quick value from your content.

This format is a good middle ground between simply pushing out a transcript and spending a ton of time crafting something new from your webinar. You or a colleague can put it together pretty quickly based on your knowledge from planning and attending the webinar.

The downside of takeaways content is that it isn’t 100% net new content. For folks who attended your live event, the incentive isn’t there to revisit the content.

Optimizing your content with related keywords and/or embedding event video into a page built for search can improve searchability, time on page, and brand awareness.

The effort required to nail this approach depends on whether you’re creating new SEO content or simply incorporating a video into an existing piece in an effort to increase your ranking. Either way, you’ll need to sink some time into making sure the page content is aligned with the video. Your webinar video should directly support the ideas discussed on the page.

Seamlessly weaving together webinar video and written SEO content takes strategic thought from someone familiar with your company’s core brand message and content marketing strategy. But for topics with hefty search volume and high relevance to your ICP, a little extra video SEO could be well worth the effort.

Did you know that people are 30x more likely to read infographics compared to text articles? According to a HubSpot report, infographics are the fourth most-used media in a business’s content strategy. Not only that, they’ve been shown to improve website traffic by 12%.

By pulling insights like quotes, tips, and snippets from multiple webinars into a single infographic around a central theme, you can deliver a big boost of thought leadership to your target audience. And it works especially well for webinar series.

Similar to an ebook, infographics are chock-full of value for readers—often condensing hours’ worth of content into a visual and easily digestible format. It’s high effort. The reward, though, could be huge.

This content format keeps working for you long after you click “Publish” by:

• Connecting the dots between the ideas presented in different webinar sessions
• Exposing attendees to the type of content they might have missed at past events
• Working as stand-alone content for people who don’t even know you had a webinar
• Recapping the value you provided in your sessions and building buzz for future events

Don’t forget to make your readers feel like they’re part of the event by incorporating video clips and quotes to make it clear that your webinar topics are always on point.

“I know that if I can get a good 30 to 90 second clip from that webinar, I'm going to probably get more eyeballs on it via social than I did in the initial event,” says Devin Reed, Head of Content at Clari. “The reason I love Content Lab is I can easily go from the long form to the short form, put it on social, and share it with sales in a matter of a day or two instead of a week or two.”

With a single webinar, you can get a range of different formats perfect for “snackable” social media content. We’re talking high-quality content like:

• Video clips
• Graphics featuring speaker quotes
• Pro tips
• Memes
• Community-building content like social proof (e.g., brag about number of attendees)

Our top tip for creating social posts from your webinar? Don’t hold back. Your intuition might be to post teasers inviting users to view your video content or read a blog post for the full scoop. But that’s frustrating for the user and accomplishes the opposite of what you want—to show people how valuable your webinar was.

So give it all away. Write zero-click content to show off your speakers’ expert knowledge. And then invite your followers to attend your next live webinar.

For example, Katie Dunn and the marketing team at ThoughtSpot developed a multichannel content repurposing process that helps her and her team repackage their ebooks, webinars, and even their account based marketing (ABM) campaigns, across several digital marketing channels, including social media platforms.

As mentioned, we do a lot of webinar repurposing here at Goldcast. And we’ve learned a few things along the way. Here are some of our best tips for repurposing webinars.

The great thing about repurposing event content is your writer has awesome creative inputs to work with from the start.

If you don’t have the bandwidth to tackle all this internally, don’t be afraid to lean on external partners for support. A few options include:

• Freelancers
• Writer marketplaces (e.g., Compose.ly)
• AI writing tools

Whatever route you choose, be sure to set your partners up for success. Provide detailed briefs or outlines, a full transcript, access to your webinar recording, and any other helpful links or context.

For larger or more detailed assignments, try using videos for quick feedback or context. The last thing you want is to get a draft that doesn’t jive with your content strategy because expectations weren’t clear.

To keep your webinar content in front of your audience, plan for lots of supporting assets—and plan for them to look incredible.

Request creative to support all the channels you want to use to promote your content, like:

• Email
• Social
• Your product or app
• User communities
• Quora answers
• Speaker/influencer circles

Of course, you don’t have to use all these channels. The point is that you consider all your options and choose the ones that fit. And don’t forget to use all that beautiful content to promote your next webinar. 😉

Planning a particularly monumental event? Why not create a full integrated campaign with your event as the cornerstone?

Use those creative assets you sourced to create a content ecosystem that different teams can access based on their needs. Develop a landing page or resource library full of evergreen content that serves a variety of goals, from thought leadership to sales enablement.

And last but not least, don’t forget to incorporate internal communication into your campaign. You’ll need buy-in from your colleagues and internal stakeholders to see your efforts snowball.

You put a lot of work into planning an amazing webinar. Don’t let it fade into distant memory as you move onto the next one.

Instead, turn your event’s big splash into content ripples that continue to serve your brand by generating increased demand and engagement, long after the big day.

Get more out of every webinar. Book a demo of Goldcast today or start repurposing your recorded webinars with Content Lab.