Solving top 3 challenges while repurposing webinars into whitepapers
I am sure you are neither new to the concept of repurposing nor it is your first time converting a webinar into a whitepaper. However easy it sounds, creating a compelling piece of repurposed content is notoriusly hard. Here are my tips to solve 3 major challenges associated with repurposing an archived webinar into a thought paper.
1. Decision to transcribe or go beyond just transcribing:
Any freelance content writer can do the job. But frankly, you might be better off not using the same concept as that in the webinar. You don’t want your audience to get this feeling that they have heard the same pitch before. Little tweaks.
Every webinar has one core message around which the whole webinar pivots. But it is also true that there are at least 2 or more takeaways that are important but not given stage time. So, they tend to become ‘hidden’ during the webinar. Use these other takeaways as the pivot for the paper. Automatically, the so called transcription will mimic a new thought paper. It is like showing the same room but from a different window.
Why convert Webinars into Whitepapers
I am sure you know what repurposing content means. If not,
Re-purposing content means making original content or parts of it available through different modalities. You can choose to integrate content through multiple channels to meet target buyers where they are at.
To understand it better you basically,
re-purpose your content into daily emails, streaming video, podcasts, and content for the book or papers, etc.
Recently, J.K. Rowling repurposed her Harry Potter stories into an interactive site called Pottermore.com.
As a technology company’s marketer, you are aware of webinars. Their benefits are well documented and frequently experienced by you.
I am sure you must have recorded webinars and converted into either a podcast or a webcast. But have you considered transcribing webinars into whitepapers? In fact webinar is valuable content and a company should maximize the potential of it. By repurposing your webinar into a podcast, a webcast and now a whitepaper companies can:
Message Marketing vs. Content Marketing
I’d like to call myself a message marketer more than a content marketer.
I exist in tech marketing purely because Continue reading »
