Since the onset of the COVID-19 pandemic, webinars have been a popular medium for associations to facilitate professional development and community engagement virtually. The pandemic underscored the value of the webinar format for members to connect, engage, and share insights with one another. Beyond the initial session, a webinar can provide an abundance of valuable content that can be repurposed into various formats, ultimately reaching a wider audience and extending the life of the content beyond a 30 or 60-minute recording. Consider using the following methods to repurpose the content from your organization’s next webinar.
Share insights with an article on your website
Post-webinar, craft an article that highlights key takeaways from the session. Provide additional context about guest speakers, their expertise, and their contributions to the content. To gain additional traction and reach a wider audience, consider a hyperlink to the webinar within the article to encourage invested readers to watch the full session. This approach not only reinforces the importance of the webinar content, but also serves as a means to boost engagement with your organization’s website.
Design and post infographics on social media
Create eye-catching infographics that capture the essence of the webinar in short bits. An attention-grabbing template should feature the webinar title, date, and a hyperlink to the recording. To cover more content, you can create various versions of the infographic to include multiple elements of the webinar, such as:
- Spotlights for guest speakers
- Brief bullet points outlining the session description and learning objectives
- Impactful quotes or statistics from the webinar
To ensure readability, keep the content on the infographics clear and concise, and include your organization’s website to boost engagement. For easy accessibility, include a QR code that sends readers to the landing page of your choice, such as your organization’s website or LinkedIn profile.
Send engaging follow-up emails
After the webinar, send attendees a follow-up email to maintain a connection. Along with sharing the webinar recording, include any additional resources that are valuable to the attendee learning experience or that may have been shared by guest speakers. Similar to articles and infographics, include any significant quotes, statistics, responses to Q&As, and any other highlights that will spark and maintain engagement. This personalized approach reinforces the benefits of the webinar’s content, but also keeps attendees connected to your organization. This doesn’t have to be additional work for staff; it can be a request for additional content or resources from your webinar speakers.
Webinars hold a wealth of information, and by repurposing the content your team has worked hard to create, you can continue to share meaningful insights with your members and stakeholders. Repurposing webinar content not only maximizes the impact of your initial efforts but also extends the value of the webinar to a wider audience.
Gina Brennan is in Corporate Marketing at Smithbucklin.