How to Repurpose Virtual Event Content for Marketing

Virtual events have exploded in popularity, providing incredible opportunities to connect with audiences worldwide. But the lifespan of that content shouldn’t end when the virtual stage lights dim. Maximizing your investment means strategically repurposing your virtual event content for ongoing event marketing, and bolstering your overall digital strategy. Let’s dive into how you can transform your event sessions, presentations, and interactions into a treasure trove of marketing assets.

I. Why Repurposing Virtual Event Content is Crucial

Before we get into the “how,” let’s solidify the “why.” Repurposing virtual event content offers a multitude of benefits, impacting everything from lead generation to brand authority.

• Extends Content Lifespan: Your virtual event was a limited-time experience. Repurposing allows you to breathe new life into the content, extending its reach far beyond the event dates.

• Increases ROI: You’ve already invested time, money, and effort into creating this valuable content. Repurposing extracts maximum value from that initial investment.

• Boosts SEO and Discoverability: Optimized, repurposed content attracts organic traffic to your website and social media channels. This expands your audience and strengthens your online presence.

• Generates Leads: Gated content (requiring registration to access) like webinars or downloadable resources acts as a powerful lead magnet.

• Enhances Brand Authority: Sharing insightful, engaging content positions your brand as a thought leader in your industry.

• Attracts a Wider Audience: Not everyone could attend the live virtual event. Repurposing allows you to reach those who missed out.

• Reaches Different Learning Styles: Some people prefer watching videos, while others prefer reading blog posts. Repurposing caters to diverse learning preferences.

• Supports Long-Term Marketing Goals: Repurposed content can be integrated into various stages of the buyer’s journey, supporting your long-term event marketing objectives.

• Drives Event Awareness for Future Events: Sharing highlights and testimonials from past events generates excitement and encourages registration for future virtual events.

II. Identifying Repurposable Virtual Event Content

The key to successful repurposing lies in identifying the content with the most potential. Here’s a breakdown of the types of virtual event content ripe for repurposing:

• Keynote Presentations: High-impact presentations from industry leaders are goldmines for repurposing.

• Panel Discussions: Offer diverse perspectives and insights, making them ideal for creating shorter, focused content pieces.

• Breakout Sessions/Workshops: Provide in-depth knowledge and practical skills, which can be transformed into how-to guides, tutorials, or online courses.

• Q&A Sessions: Highlight common questions and concerns, addressing audience pain points and demonstrating your expertise.

• Speaker Interviews: Offer personal stories and valuable insights from event speakers.

• Event Chat Logs: Provide real-time feedback and engagement, revealing audience interests and challenges.

• Poll Results and Surveys: Offer valuable data and insights that can be used in infographics and reports.

• Social Media Content: Repurpose engaging social media posts into blog articles or short videos.

• Behind-the-Scenes Footage: Humanize your brand and provide a glimpse into the effort and expertise that went into the virtual event.

• Attendee Testimonials: Powerful social proof that can be used to promote future virtual events and build trust.

III. How to Repurpose Virtual Event Content: A Step-by-Step Guide

Now, let’s get to the practical steps. Here’s a comprehensive guide to effectively repurposing your virtual event content:

Step 1: Content Audit and Prioritization

• Review All Content: Systematically review all recordings, presentations, chat logs, and social media mentions from your virtual event.
• Identify High-Performing Content: Determine which sessions, presentations, or discussions generated the most engagement (views, comments, shares).
• Assess Content Quality: Evaluate the clarity, relevance, and value of each piece of content.
• Prioritize Based on Goals: Align your repurposing efforts with your overall event marketing goals (lead generation, brand awareness, sales enablement).
• Create a Content Inventory: Document all available content, including format, topic, speakers, and engagement metrics.

  • Template Example:	Content Title	Content Type	Speaker(s)	Engagement Metrics (Views, Shares, Comments)	Repurposing Potential (High, Medium, Low)
    Keynote: Future of AI	Presentation	Dr. Anya Sharma	5000 Views, 100 Shares, 50 Comments	High
    Panel: Digital Marketing Trends	Panel Discussion	John Doe, Jane Smith	3000 Views, 50 Shares, 30 Comments	Medium

Step 2: Choose Your Repurposing Formats

• Blog Posts: Transform presentations and session transcripts into informative articles.
• Ebooks and Guides: Compile related presentations and sessions into comprehensive resources.
• Infographics: Visualize data and key takeaways from presentations and surveys.
• Short Videos (Highlight Reels): Create engaging snippets of key moments from the virtual event.
• Social Media Posts: Share quotes, statistics, and visuals from the event on various platforms.
• Podcasts: Repurpose audio recordings from presentations and discussions.
• Webinars: Re-present key sessions as on-demand webinars.
• Case Studies: Document success stories shared during the event.
• Email Newsletters: Share event highlights, resources, and promotions in your email marketing campaigns.
• Online Courses: Develop in-depth courses based on workshops and breakout sessions.
• Checklists and Templates: Extract actionable steps and frameworks from presentations.

Step 3: Content Adaptation and Optimization

• Tailor to Each Platform: Adjust your content to suit the specific format and audience of each platform (e.g., shorter videos for TikTok, longer articles for LinkedIn).
• Optimize for SEO: Conduct keyword research and incorporate relevant keywords into your titles, descriptions, and content body.
• Add a Call to Action (CTA): Encourage readers or viewers to take the next step (e.g., download a resource, register for an event, contact sales).
• Update and Refresh Content: Ensure the information is current and relevant. Add new insights or perspectives if necessary.
• Use High-Quality Visuals: Include images, videos, and graphics to make your content more engaging.
• Proofread Carefully: Ensure your content is free of errors and typos.

Step 4: Promotion and Distribution

• Share on Social Media: Promote your repurposed content across all relevant social media platforms.
• Email Marketing: Announce new content to your email subscribers.
• Website Integration: Feature repurposed content prominently on your website.
• Paid Advertising: Consider using paid advertising to reach a wider audience.
• Influencer Marketing: Partner with influencers to promote your content.
• Content Syndication: Republish your content on other relevant websites and platforms.
• Internal Promotion: Encourage your employees to share the content with their networks.

IV. Specific Examples of Repurposed Content and Strategies

Let’s look at some concrete examples of how you can transform virtual event content into different marketing assets.

• From Keynote Presentation to Blog Post Series:

  • Original Content: A 45-minute keynote on “The Future of Customer Experience.”
  • Repurposed Content:
    • Three-part blog series:
      • Part 1: “Key Trends Shaping the Future of Customer Experience”
      • Part 2: “How AI is Revolutionizing Customer Interactions”
      • Part 3: “Building a Customer-Centric Culture in Your Organization”
    • Infographic: “5 Key Takeaways from the Future of Customer Experience Keynote”
    • Short Video: “Dr. [Speaker’s Name] on the Importance of Empathy in Customer Service”

• From Panel Discussion to Podcast and Lead Magnet:

  • Original Content: A 60-minute panel discussion on “The Power of Social Media Marketing.”
  • Repurposed Content:
    • Podcast episode: “Expert Insights on Social Media Marketing Trends” (edited audio from the panel discussion)
    • Ebook: “The Ultimate Guide to Social Media Marketing in 2024” (compiled insights from the panel, blog posts, and other resources)
    • Lead Magnet: Offer the ebook in exchange for email sign-ups.

• From Q&A Session to FAQ Page and Support Articles:

  • Original Content: A 30-minute Q&A session with attendees at a virtual event.
  • Repurposed Content:
    • FAQ page on your website: Address common questions and concerns raised during the Q&A session.
    • Support articles: Create detailed guides to address specific technical or product-related questions.
    • Social Media Posts: Share answers to frequently asked questions on social media.

• From Workshop to Online Course and Templates:

  • Original Content: A 2-hour workshop on “Mastering Content Marketing.”
  • Repurposed Content:
    • Online course: Develop a self-paced course based on the workshop content.
    • Downloadable templates: Offer templates for content calendars, blog post outlines, and social media schedules.
    • Blog Post: “10 Content Marketing Hacks You Need to Know” (based on tips from the workshop)

V. Tools and Technologies to Streamline Repurposing

Leverage technology to simplify and accelerate the repurposing process:

• Video Editing Software: (e.g., Adobe Premiere Pro, Final Cut Pro, iMovie) – For creating short videos and highlight reels.
• Audio Editing Software: (e.g., Audacity, Adobe Audition) – For editing and cleaning up audio recordings for podcasts.
• Transcription Services: (e.g., Otter.ai, Descript) – For transcribing audio and video content into text.
• Graphic Design Tools: (e.g., Canva, Adobe Photoshop, Piktochart) – For creating infographics and visual content.
• Social Media Management Tools: (e.g., Hootsuite, Buffer, Sprout Social) – For scheduling and managing social media posts.
• Email Marketing Platforms: (e.g., Mailchimp, ConvertKit, ActiveCampaign) – For sending email newsletters and promoting content.
• Content Management Systems (CMS): (e.g., WordPress, Drupal, Joomla) – For managing and publishing content on your website.

VI. Measuring the Success of Your Repurposing Efforts

Track key metrics to assess the effectiveness of your content repurposing strategy:

• Website Traffic: Monitor website traffic from repurposed content to see traffic growth.
• Lead Generation: Track the number of leads generated from gated content offers.
• Social Media Engagement: Measure likes, shares, comments, and click-through rates on social media posts.
• Email Open and Click-Through Rates: Track engagement with email newsletters promoting repurposed content.
• Sales Conversions: Analyze the impact of repurposed content on sales conversions.
• Time on Page/Video Views: Measure how long visitors spend engaging with your content.
• Bounce Rate: Track the percentage of visitors who leave your website after viewing only one page.

VII. Common Mistakes to Avoid When Repurposing Content

• Simply Copying and Pasting: Avoid simply republishing content without adapting it to the new format or platform.
• Ignoring SEO: Neglecting keyword research and optimization will limit the discoverability of your content.
• Forgetting a Call to Action: Failing to include a CTA will leave viewers wondering what to do next.
• Neglecting Quality: Low-quality content will damage your brand reputation.
• Not Promoting the Content: Creating great content is only half the battle; you need to actively promote it.
• Failing to Track Results: Not tracking your results will make it difficult to assess the effectiveness of your efforts.
• Overlooking Audience Needs: Not catering content to different audience segments is not a useful content.

VIII. The Role of Learn Business in Your Event Marketing Strategy

Learn Business understands the challenges businesses face in today’s competitive landscape. We offer comprehensive guidance and resources to help you develop and execute successful event marketing strategies, including effective content repurposing. Our expertise is built to support the modern event planning business.

Here’s how Learn Business can help you:

• Tailored Templates: Access professionally designed templates for creating blog posts, ebooks, infographics, social media posts, and more, all optimized for maximum impact. This includes templates for repurposing virtual content for event marketing campaigns and enhancing your digital strategy.
• Strategic Guidance: Benefit from expert advice on identifying the best content for repurposing, choosing the right formats, and optimizing your content for SEO and social media.
• SEO Optimization Tools: Learn how to use our recommended tools to do the heavy lifting for search engine optimization
• Marketing Strategy Development: Work with our consultants to develop a comprehensive event marketing strategy that integrates repurposed content seamlessly.
• Training and Workshops: Participate in our training programs to learn the latest techniques for content repurposing and digital strategy development.
• Community Support: Connect with other business owners and marketers in our online community to share ideas and best practices.
• Content Ideas and Inspiration: Get fresh ideas and inspiration for repurposing your virtual event content. We can provide case studies and strategies that get results.

Learn Business empowers you to maximize the value of your virtual event content, drive lead generation, and build a strong brand presence. We are committed to providing you with the tools and support you need to succeed in the ever-evolving world of event marketing.

IX. Conclusion: Unleashing the Power of Repurposed Content

Repurposing virtual event content is not just a smart marketing tactic; it’s a strategic imperative. By transforming your event sessions, presentations, and interactions into a diverse range of marketing assets, you can extend the reach of your event, generate leads, enhance brand authority, and drive long-term business growth. Embrace the power of repurposed content and unlock the full potential of your virtual events to elevate your digital strategy. And remember, Learn Business is here to guide you every step of the way.