Live webinars are among the best marketing tools for engagement. They let you connect directly with your audience. They let you answer questions in real time. And they showcase your expertise as a thought leader in your industry.
Believe it or not, though, webinars can be just as valuable after the cameras stop rolling.
If you’re only thinking of webinars as one-and-done events, you’re missing out on plenty of potential. You can transform webinars into evergreen, on-demand content that keeps delivering value (and leads!) long after the live event wraps up.
Here’s what you need to know about repurposed webinars.
The Benefits of Repurposed Webinars
Live webinars are fantastic, but some people — including those who would really love to hear what you have to say — can’t attend in real time. Some people might have plans for that time, and even a few people who RSVP might have things suddenly come up. A few others might just want the flexibility to watch multiple times at their own convenience to better understand what you have to say.
By repurposing your webinar, you’re giving your content a second life.
A repurposed webinar is a versatile resource that fits seamlessly into your broader marketing strategy. Remember: An on-demand webinar funnel doesn’t just engage your audience in the moment; it works for you 24/7.
How to Turn Your Webinar Into an On-Demand Funnel
Are you ready to start repurposing previous webinars? Here’s your step-by-step guide.
1. Polish the Recording
Live webinars are prone to plenty of awkward silences, “umms and uhs,” technical hiccups and other blunders. Repurposing gives you a chance to edit out any mistakes and delivering a product that’s much closer to perfect.
Add captions for accessibility and to accommodate those who prefer to watch without sound.
2. Create a Lead Magnet
Now that you have a polished product, it’s time to turn it into a gated resource. Set up a landing page where visitors can sign up to watch the webinar. Give it an enticing headline. Even do a bit of A/B testing to see what resonates best.
Also, make it clear what your audience will gain by watching. Will they save time, boost their skills or get the solution to a nagging problem? Spell it out for them.
3. Slice and Dice for Social Media
Chop the full webinar into bite-sized clips that highlight key takeaways or particularly engaging moments. These snippets are social media gold — short, punchy, and perfect for platforms like LinkedIn, Instagram or Facebook.
Add captions, branded visuals and a strong call to action. And let your audience know that the full webinar is available on demand.
4. Write a Blog Post
Repurpose the webinar content into a blog post. Summarize the main points, include a few quotes from the speaker and embed the on-demand link. This is an SEO-friendly way to drive traffic and provides a way for your audience to engage with the content in a different medium.
5. Build an Email Nurture Sequence
Use the on-demand webinar as the centerpiece of an email nurture funnel. For example:
- Email 1: Invite them to watch the webinar on-demand.
- Email 2: Follow up with a related case study, success story or actionable tip.
- Email 3: Offer a next step, such as scheduling a consultation or downloading a free resource.
The goal is to keep the conversation going and nudge your audience toward a conversion.
6. Expand Into Additional Content
Think of your repurposed webinar as a jumping-off point to all different kinds of content. Key insights can be turned into things like:
- Infographics
- E-books or white papers
- Podcasts (audio-only versions of the webinar work great)
- Slide decks for platforms like LinkedIn or SlideShare
Each piece of content reinforces your message while reaching different segments of your audience.
Keep the Momentum Going!
Repurposing a webinar doesn’t just extend their lifespan. It amplifies their impact. By turning one live event into a multi-channel, evergreen funnel, you’re making the most of your efforts and keeping your audience engaged for the long haul.
Are you ready to turn one webinar into loads of additional content? Let Mischa Communications serve as your creative director. We’re ready when you are!