When it comes to content production for virtual events, all of the emphasis is on churning out piece after piece and making sure that everything is in place before the big day. But what about all the other content you've produced? What happens to it after the event? And what about all of the content from previous events?
Maybe it was an ebook that got loads of leads or a popular keynote speech from a well-known industry leader. Whatever that piece of content might be, chances are you're sitting on an abundance of it. And that's some fantastic news because you've already done the hard part.
Now it's time to start repurposing your content which in other words means giving it a makeover. Everything looks better with a bit of TLC, and the very same goes for your content.
Whether that's transforming a blog into an infographic to be distributed across social media. Or turning a podcast into an article, and vice versa. Breathing new life into a piece of content that had previously been collecting dust, offers some great benefits.
Save time: Producing content takes up a lot of time with a considerable chunk of that going towards brainstorming new content ideas. Repurposing content allows you to leapfrog this stage and instead hone in on the topics that work best for you.
Reach new audiences: Repurposing your content across different channels opens it up to new audiences. And with this comes the opportunity to gain exposure to new and untapped audience segments that otherwise may never have discovered the content.
Reinforce your message: Making sure that your message sinks in requires you to be repetitive. Content repurposing provides just that because it allows you to get your message across multiple channels to multiple audiences.
Improve SEO: Leading on from the last point, the use of repetition also works wonders for your SEO. Using multiple pieces of content around a targeted keyword goes a long way in boosting your rankings.
Find what works best and where: Repurposing content opens up more options and with that comes the opportunity to identify what works and what doesn't. This will give your marketing a more refined and targeted approach.
So, as you can see, content repurposing is a smart way to keep a virtual event going long after it's over, and now it's time to show you exactly how to do that.
Create 3-minutes snippets for YouTube with valuable information or insights from your speakers
Any content from your speakers is going to receive a lot of attention. After all, they are the main pull factor of any event. That’s why it’s important to utilise the large followings that speakers have and create some short snippets that can be uploaded to YouTube and social media. As industry leaders, everyone wants to see what the speakers have to say. And when you combine this with the powers of video content, you’re going to end up with a highly popular content which is going to have a huge reach to everyone in that industry.
Publish it as a podcast series
More and more of us are tuning to podcasts to get the latest tips, tricks, and best practices. And with all of the content that you've accumulated from your virtual event, it's time for you to do the same. Podcasts are a great way for you to reach out to new audiences across the many podcast platforms out there. And to do this you simply need to turn all of the high-quality recordings that you’ve captured from across the event into audio clips and podcasts.
Transform the online event into a series of articles
As much as we try and disperse into other forms of content, blogs are always the most popular option. And that’s without mentioning how important they are for SEO. Across the event, you’ll have a variety of different content clusters that cover your main topic, and all of these will provide you with plenty of material for blog posts. It’s also worth considering the topics that resonated especially well with your audience, as this is what they’ll want to see, and it provides a great starting point for any further content that you want to publish in the future.
Tip: Another great way to drive traffic to your website is to encourage guest posts from your speakers. This can be anything from a follow up on what they discussed to a step-by-step guide of how to turn their ideas into actions.
Use infographics to present the online event insights
Infographics are a great way to pull out the most insightful and interesting snippets of stats and valuable information (which there should be plenty of). Go through all of the recordings and find any memorable content that can be used as posts across social media. This is a great way of recycling valuable content from your event to keep your audience engaged. Make sure that this information is aligned with the event and your brand. And remember to make it visually appealing and highly shareable.
Create gated content, for example, a video with a top-notch industry leader
To ensure that you’re still attracting leads after the event has finished, it’s essential to have gated content. It’s important to identify what can be used, whether that’s a whitepaper or an in-depth video from one of your speakers, whatever it is, you need to ask yourself: “will people be willing to submit their email address for this?” If the answer to that question is yes, then you’re good to go. To help with this it’s important to work to your strengths. Identify the most popular elements of the virtual event and publish gated content based around this.
- When you consider all of the hard work that goes into creating a virtual event. It really is criminal to not repurpose your content. By running the event you’ve already done the hard part. Now it’s time to identify what worked and how you can continue distributing valuable content to new audiences.
- There are plenty of options when it comes to repurposing content. Every virtual event has a stockpile of it. It’s down to you to identify how it can be used, what’s going to be most effective, and how you can leverage this to new audiences. Be creative and see what opportunities are out there.