7 Practical Tips to Upcycle Your Webinar Content
Upcycling is described as the process of converting older or discarded materials into something useful and often beautiful. Let’s discuss new ways to upcycle current content, and turn it into something useful and perhaps even more beautiful. Over the course of this three-part blog series, I’ll provide three example content types that most B2B organizations already have within their content library: webinars, blogs, and long form content, white papers and ebooks.
According to the Content Marketing Institute’s 2016 benchmark report, only 30% of B2B marketers say their organizations are effective at content marketing. This number is disappointingly low, and has dropped from 38% in the same survey last year. Yet, 76% of respondents say they will produce more content this year.
Not Just More Content, Let’s Do More Effective Content
If only 30% of us feel we are effective at content marketing, why do 76% of us plan on producing more content this year? Does this mean our content strategy is to create even more (ineffective) content marketing? Let’s try a new approach. Let’s create less content but make sure it is more useful, not continue to create more content that we know is ineffective.
Following is a list of idea starters to help you explore new ways to upcycle your current webinar assets into useful omni-channel content. Webinars can be costly to create, both in terms of time and money. The good news is, when you can get a prospect to view your webinar, they are more likely to convert to a sale, so this larger content investment provides a solid ROI (return on investment).
7 Tips to Expand Your Webinars
For every webinar in your content library, have you done the following to expand or market your webinar content? Once you’ve applied checked the boxes for every current webinar, make sure these steps get baked into your future webinar content planning:
- Have you created a version for SlideShare? Remember to include a form for email name collection.
- Can you create key infographics from content in the webinar? If you created the infographics, how well have you promoted them and featured them in your various outbound messages?
- Live Dates and On-Demand. I’ve seen many organizations aggressively promote their webinar up until the “live” date, and then simply forget about it once it moves into on-demand, missing a golden opportunity. I’ve also seen successful companies drive 65% of their webinar registrations during the on-demand phase of their promotional cycle. If you skip the on-demand step, you’re missing the majority of your potential reach to customers and prospects! If your webinar service provider won’t allow multiple live dates and on-demand hosting, find one that does.
- Website Integration. This is a simple one, but often overlooked. How easy is it for prospects or customers to find your webinar once it becomes on-demand? If you are hiding your webinars behind a “resources” section on your website, consider how you take this a step further to expose relevant webinars near relevant content. Make your webinars available through multiple search and browse functions – i.e. by topic, near relevant content, call boxes, etc.
- Social Integration. We all know to use social promos built to drive registration. In addition, look for tweetable quotes, charts or images from the webinar presentation. Be sure to tweet them from company accounts, and @mention the influencer(s) who presented the information.
- Third Party Syndication. If you haven’t already, submit the web seminar to a third party partner (i.e. publisher) who, for a per lead fee, will provide access to registration leads beyond your own database. This is a great way to augment your own marketing efforts, and infuse your funnel with fresh prospects. David Crane offers some great tips on how to manage your paid acquisition strategy in How to Get Big Payoffs Using a Paid Acquisition Marketing Strategy.
- Convert to Text to Boost SEO and Drive Natural Search. Consider sending all webinars to a transcription service to create any or all of the following SEO-tasty derivative content assets:
- a written technical briefing, explaining the webinar
- Q&A interview
- “chapters” or “snippets” that show key learning points at corresponding time intervals for someone who wants to view the webinar on demand
All of these content types will help drive on-demand interest for your webinar, and create long-form derivative assets. Next in the series, we’ll tackle ideas to exploit your most popular blog posts, and tips to upcycle white papers or ebooks. If you’d like to learn more tips for more content types, see my full original blog post with 24 tips to upcycle your marketing content.