Creating large amounts of valuable content is a universal challenge among marketers. Whether we’re talking about images, articles, blog posts or videos, large quantities sometimes cause a decrease in quality if a marketing department isn’t diligent. And the flipside, of course, is that high quality content can take longer to create and therefore decrease quantity.
It’s generally agreed that quality is more important than quantity in the world of marketing – but it never hurts to achieve both if possible.
One excellent way to publish frequent, high-value content is to first create webinars. Once a webinar is successfully produced, your creative team can repurpose and re-work it into several other pieces of valuable content.
A primary advantage of this tactic is that the quality is already “built in.” If the webinar is full of valuable, informative topics presented by knowledgeable experts, the content stemming from the webinar will also be valuable.
If your business has never created webinars to generate several pieces content, don’t let your apprehension stop you. It’s true that a lot of planning and effort goes in to an in-depth strategy like this. But with the right tools and platforms, it won’t take long for you to master this process.
First, you’ll need to store your webinars and organize your newly-created content associated with each webinar. Fortunately for entrepreneurs and small businesses, storage isn’t expensive. If you’re not already using DropBox, OneDrive or Google Drive, this is a good time to choose one of these cloud-storage platforms. They’re also beneficial for file sharing and easy collaboration among your team.
Next, select a webinar platform that fits your business’ needs. There’s a long list of software to choose from, and platforms range from expensive and technical to low-cost and user friendly.
Whether you already have a library of webinars that’s waiting to be dusted off, or you still need to create your webinars from scratch, here are some effective ways to turn them into multiple kinds of content.
1. Convert Webinars Into Full-length Videos
Once your webinar has been completed, consider hosting it as a full-length video directly on your website. Simply add a title card at the beginning and an ending card at the close. Then make sure it’s accessible only in exchange for the viewers’ email addresses. This is an excellent way to offer valuable content while building your email list at the same time.
On the signup page to access your webinar video, you can also display a check box for visitors to select if they want to receive your newsletter or other emails as well. Just make sure to ask them first. You want to be known as a thought leader in your industry, not a spammer.
After the video of your webinar has been utilized to build your email list for a few months (or as long as you’d like,) you can then freely post the videos to YouTube or Vimeo.
2. Chop Your Webinars Into Short Clips For Marketing Messaging
Not many people have an hour to sit through an entire webinar without planning ahead of time. But people will certainly devote three or four minutes to a short video clip if it provides them with information they find valuable. This is where webinar chopping becomes beneficial.
Dividing your webinars into several three-minute segments will produce videos that are usable for many purposes. First, use them as thought-leadership clips for social media posts. If they touch on sought-after topics in your industry, and if they’re presented in a way that grabs attention, they’ll most likely be shared by your audience.
You can also use these short video clips in email campaigns. They can be excellent tools for lead generation or lead nurturing, and you can incorporate them into email drip campaigns. Further, consider using them as added bits of value in your monthly newsletters.
3. Create Several Blog Posts Based Off Your Webinars
It’s never easy to fill your content calendar with relevant blog topics. But companies who produce frequent webinars have a much easier time with this challenge.
Smart marketers turn subsections of their webinars into several meaningful blog posts. The parts of the webinar that garner a significant amount of questions and interactions make for excellent blogging material. Get creative and try to come up with three or four blog post ideas with every webinar you create.
If your writing team is strapped for time, the presenter of your webinar might be willing to write a post or two based the most well-received webinar sections. He or she could then submit the posts as a guest blogger on your blog.
Ask the presenter up front about this blogging arrangement. Such guest posts could add to the presenter’s personal brand and authority on the topic, so they might be happy to do it.
4. Create Authoritative Q&A Content
One advantage of webinars is that they provide chat logs of text conversations among your audience. These conversations often reveal thoughtful questions. Armed with the knowledge of actual questions presented by people in your industry, you can now create informative Question and Answer content that will really get attention.
Answering real questions in your content is highly beneficial because it sets your brand up as an authority in your field. If you can create “eureka moments” in the minds of your readers and viewers, your company will be viewed as a trusted source of expertise.
Your Q&A content can come in the form of a video series, Q&A articles submitted to industry journals, blog posts, email content, infographics, or any other format you can think of.
5. Use Your Webinar’s Slides To Create Infographics
Your webinars can become a rich source of attractive infographics and images. One element of a great infographic is highlighting a solution to a common problem. So if your webinar is of the problem-solving variety, you’re probably sitting on an infographic gold mine.
For other principles of good infographics, see this Content Marketing Institute article. With a bit of creativity, you’ll undoubtedly come up with several infographic ideas.
6. Create Transcripts For SEO And Further Content Creation
As popular as videos and webinars are in today’s digital landscape, they have a major limitation when it comes to SEO: The content within audio and video is non-detectable to search engine crawlers. For a company that produces frequent webinars, it’s a shame for all their high-quality audio to stay invisible to search engines.
Having your webinars transcribed into text is a great solution. You can then offer the transcripts as search-optimized blog posts. Further, when you have transcripts of your webinar content, you’ll find that it’s much easier to turn your webinars into blog posts, ebooks, whitepapers, and other content formats.
7. Use Your Webinar Content As Tradeshow Presentations
Tradeshows and industry conferences are ideal for authority building. And because you’ve already conducted a webinar, you should have all the notes and presentation materials needed to speak at such events. Plus, because you know the material and you’ve recently delivered it in a webinar format, you’ve already had a “dress rehearsal” for the role as a tradeshow presenter.
Small and mid-size tradeshows are always on the lookout for knowledgeable speakers. By introducing yourself to the event’s organizers, chances are high that you’ll be invited to speak. Presenting at an event can lead to further video content for your business, so make sure your presentation is being videoed.
A Successful Webinar Is Only The First Step
Webinars are usually thought of as an effective tactic for demand generation. But their value doesn’t end there.
Rather than closing up shop when your webinar is finished, consider a successful webinar to be just the beginning of an ongoing stream of re-workable content. Make sure your webinars are integrated into your overall content marketing strategy. Before long, your brand will become a content marketing machine that your competitors won’t be able to keep up with.
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* Adapted lead image: 
