At Redback we run more than 200 digital events a month with our customers, so we know first-hand how much effort and planning goes into creating a great digital event.
You’ve got to choose a topic, find your speakers, sort out the content and structure, create your slide deck, make sure everyone’s trained up on the webinar platform or briefed for a studio broadcast — and that all happens well before the event itself.
We recommend the content for your webinars should be an inherent part of your broader marketing program, rather than a separate initiative, because this makes it much easier to use and re-use your content as part of your integrated marketing activities — so you can continue to get value for all the time and effort you put in.
With a little ingenuity, a spot of editing and a dash of imagination, you can create a dozen or so other creative assets or pieces of content from just one webinar that will enable your digital event and the content it generates to live on. Let’s run through some of the main ones.
- On-demand event
The most obvious and easiest way to keep your content alive is to make your event available in an on-demand format to be viewed by anyone who wasn’t able to make the scheduled broadcast.
Simply edit out any references to upcoming events or dates, and any instructions on how to interact with the webinar platform’s interactive features — as these aren’t available to viewers of the on-demand version — and you’re good to go.
You can host them on your own website, user-generated content sites such as YouTube, or via webinar or video hosting platforms.
- Create a series
If your webinar is part of a sequence of digital events that are linked to each other, consider packaging them into a series or a course.
If your content is unique, you might even want to charge a separate subscription to enable viewers to access all the on-demand events in the series, thereby creating an additional revenue stream.
This works particularly well for high-level educational or informative content created around an evergreen need or a topical industry issue.
- Presenter videos
There are a few different ways to generate additional video content with your subject matter experts, drawcard speakers or presenters without imposing too much on their time and goodwill.
If you’re very organised, ask them to record a simple 1-2 minute video before the webinar itself. Most people can record a short clip while sitting at their laptop without too much trouble.
Alternatively, send them a few questions to answer on camera either before the broadcast or just afterwards and use these to promote their involvement in your online event.
- Short promotional snippets
Not to be confused with presenter videos that contain additional or complementary content, it’s a relatively simple matter to select short, punchy quotes from within the event itself and use an online editing program to cut them down into short promotional snippets.
Experiment with the channels and snippet lengths that work best for you. You might send some out on Twitter, post them on your LinkedIn or Facebook accounts, use them in a newsletter, email staff, and so on. View and example here
- Video segments
If you’ve structured your online event well, it should be able to be broken down into defined segments of up to 10 minutes in length.
For example, each speaker’s presentation (or highlights from it), a multi-presenter discussion or panel debate on a particular topic, or the Q&A section could all be recut into separate video segments — top-and-tailed with a short introduction and some opening and closing slides — and used in your marketing activities.
If your webinar provider offers this service, obtain a transcript of your live event and make it available online.
Not only is it handy for SEO, it’s an easy entry point for anyone looking for a specific part of the event or who doesn’t have time to watch the video.
- Write a blog
Every digital event should have at least one blog post in it. This shouldn’t be confused with the transcript — though you might choose to include or link to a transcript of the event.
A blog should either summarise the key points from your online event or focus on a particular angle or issue raised. There may well be more than one blog in each event.
Don’t forget to send it to your presenters or sponsors and ask if they’ll share it on their social channels, thereby broadening your potential audience.
- Create an infographic
Condense your event down into some salient points, and you may be able to turn your digital event into an infographic. Not every event will lend itself to one, and it may seem daunting if you’ve never created an infographic before, but it’s probably easier than you think.
Find some inspiration among the many other infographics on the web, choose a structure and visual approach that will work for you, and make it your own with original content from your event.
Just remember, go light on the words and put the emphasis on the graphics.
- Make some social tiles
If you’ve already created some well-designed slides or even an infographic from your virtual event, it’s a small step to create some graphic tiles or images to post on your social channels.
Inspirational quotes or key points make great social tiles and you can use them to promote both your on-demand event content and your other versions.
Just remember it’s not one-size-fits-all and ensure you create tiles in the correct dimensions required by each social network you plan to use.
- Turn it into an eBook
Longer virtual events, such as conferences on a theme, pack in a lot of information — so much so that you may find there’s an eBook or white paper in there, just waiting to be let loose.
Involve your presenters if you’re using their content — they’ll probably help you promote any book in which they feature!
And make judicious use of graphics from your webinar slide deck, or video images if suitable.
- Post it on Slideshare
Speaking of your webinar slide deck, remove the live event housekeeping details and webinar platform instructions, and you may find the slide deck itself finds an audience on platforms such as Slideshare.
It’s just about the easiest way there is of repurposing your webinar content for a new audience.
- Make it a podcast
Listen to the audio from your online event. You may find — particularly for single-speaker events or one-to-one Q&A formats — that it lends itself to a podcast.
If you already have a branded podcast, consider before your online event how you can ensure your webinar audio will work using audio-only.
If not, you might consider using your virtual events program as a source of regular podcast material.
Any and all of these options can help your online event program live on for at least 12 months after the actual broadcast, and in many more channels.
The better you become at reusing your virtual event content, the bigger your eventual audience will be, and the better the return on your digital event investment will become.
Redback runs managed digital events for a broad range of customers from our state-of-the-art broadcast studios or remotely via our webinar platform. Reach out to a Redback sales representative if we can help you manage your next virtual event.