In Marketing

Creating large amounts of valuable content is a universal challenge for marketers. Doesn’t matter if we’re talking about images, articles, blog posts or videos. Producing large quantities sometimes causes a decrease in quality if a marketing department isn’t diligent. Contributor Jordan Kasteler from explains how to use webinars you’ve created to develop new content and become a marketing and link-building machine your competitors can’t keep up with.

It’s generally agreed that quality is more important than quantity when it comes to content, but it never hurts to have both if possible.

One excellent way to publish frequent, high-value content is to create webinars. Once a webinar has been produced, your creative team can repurpose and optimize it into several pieces of valuable content.

Let’s take a look at the process and ways to break a single webinar into multiple pieces of quality content that can be used to support your search engine optimization (SEO) and link-building efforts.

Built-in quality

A primary advantage of using a webinar to create more content is that quality is already “built in.” If the webinar is full of valuable, informative topics presented by knowledgeable experts, the content stemming from the webinar will also be valuable.

If your business has never created webinars and then created several pieces content from it, don’t let this stop you. It’s true that a lot of planning and effort goes into a program like this, but with the right tools and platforms, it won’t take long for you to master the process.

Getting started

First, you’ll need to store your webinars and organize your newly created content associated with each webinar.

Fortunately for entrepreneurs and small businesses, storage isn’t expensive. If you’re not already using Dropbox, OneDrive or Google Drive, this is a good time to choose one of these cloud-storage platforms. They are also good for file sharing and easy collaboration among your team.

Next, select a webinar platform that fits your business’s needs. There are many to choose from: Search on the phrase “webinar software” and you’ll find long lists of software. Platforms range from expensive and technical to low-cost and user-friendly.

If you don’t have an enterprise-level budget or large technical teams, you’ll obviously want to avoid costly platforms that require major technical skills. One platform that’s received high ratings for ease of use and low cost is ClickMeeting. But with any business solution, the key is to pinpoint the software that works best for your team.

If you have a library of webinars waiting to be dusted off or you need to create webinars from scratch, here are seven effective ways to turn them into multiple kinds of quality content and link bait.

1. Convert webinars into full-length videos

Once your webinar has been completed, consider hosting it as a full-length video directly on your website. Simply add a title card at the beginning and an ending card at the close. Then make sure it’s accessible only in exchange for the viewers’ email addresses. This is an excellent way to offer valuable content while building your email list at the same time.

On the signup page, to access your webinar video, you can also display a check box for visitors to select if they want to receive your newsletter or other research. Just make sure to ask them first. You want to be known as a thought leader in your industry, not a spammer.

After the video of your webinar has been utilized to build your email list for a few months (or as long as you’d like,) you can then freely post the videos to YouTube or Vimeo.

2. Chop your webinars into short clips for market messaging

Not many people have an hour to sit through an entire webinar without planning ahead of time. But people will certainly devote three or four minutes to a short video clip if it provides them with information they find valuable. This is where webinar chopping becomes beneficial.

Dividing your webinars into several one- to three-minute segments will produce videos that are usable for many purposes.

First, use them as thought-leadership clips for social media posts. If they touch on sought-after topics in your industry, and if they’re presented in a way that grabs attention, they’ll most likely be shared by your audience.

You can also use these short video clips in email campaigns as a way to drive people to content on your blog or website.

They can be excellent tools for lead generation or lead nurturing, and you can incorporate them into email drip campaigns. Further, consider using them as added bits of value in your monthly newsletters.

-Jordan Kasteler

To read 5 more ways to turn video content into attention-grabbing content, click here to access the full article.


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