Interviews, webinars, and podcasts are rich sources of highly engaging content that perform exceptionally well on social media. However, knowing how to effectively share and promote this content can be a challenge.
In this article, we will delve into the art of repurposing, guiding you through the process of creating compelling and accessible content for social media platforms out of your recordings. Discover the techniques and strategies that will allow you to extract maximum value from your content and engage a wider audience.
Explore our webinar, 'Turn one interview into social content for a month,' linked below. It delves deeper into the article's key points and guides you on creating these videos in real-time
Why should you repurpose your webinars and podcasts?
Merely sharing content once greatly limits its visibility, potentially leaving it unseen by a significant number of people. Additionally, providing a link to the full interview, webinar, or podcast restricts consumption to only the most dedicated members of your audience, missing out on the opportunity to captivate a broader and less engaged audience.
Promoting sound in a silent feed presents its own set of challenges. No one will listen to your audio snippet, and manually listening and splitting up the text can be time-consuming.
So, how can you overcome these obstacles and create a substantial amount of engaging content?
The answer lies in repurposing.
What exactly does it mean to repurpose content?
In simple terms, it involves transforming the original material into multiple pieces of content tailored for different topics, audience segments, and channels.
When it comes to interviews, one effective approach is to share short insights or highlights from them, enabling people to extract value directly on the platform they are using. This reduces the effort required to consume the whole recording and increases the chances of your key messages being heard.
It's important to view social media not just as a means to drive traffic to external sources, but also as a platform to engage your audience directly. This content is perfect for keeping your audience captivated within the platform itself, which is favored by algorithms and increases the likelihood of your message being consumed without the need for additional clicks (aka zero-click content).
By repurposing your audio files in this way, you can:
- Decrease time spent on creating content
- Increase results you get from content that's already created
- Turn long-form content into content that can be consumed on social media platforms
How to repurpose interviews, podcasts, and webinars and make them sharable for social media
Here’s a framework you can use to create a whole list of great content ideas in under 15 minutes. Once you've gone through this process a few times, you’ll find favorites you can use as go–to repurposing formats. Follow these steps and you’ll be on your way to compelling content in no time.
1. What are my goals with this content?
Set specific goals for the new content you're creating. Are you looking to drive traffic to a specific page, capture email addresses through downloads, increase engagement on various channels, or simply distribute valuable information? Jot down those goals and keep them in mind for the next two steps.
2. Who am I trying to reach?
Quickly think about the kind of people you are trying to reach. This doesn’t have to be a long process, you just want to make sure that you have their problems, needs, and the value you can provide them fresh in your mind. Use this information to think about which parts of your content you should repackage into something new.
3. What channels should I use?
Identify the channels that will allow you to reach your audience most efficiently. What’s the best place to deliver the message you want to deliver at each stage of the buyer’s journey? By selecting the right platforms, you can ensure that your target audience is in the right frame of mind to receive your message.
4. What formats work best for each channel?
Think of formats as the way you package your message or information. Listicles, short-fire Q&As, carousels, and content teasers are all examples of formats. Different formats work better for different channels and different goals, so draw inspiration from what you see working on the channels you use.
Quick tip: Choosing formats
If you’re sharing on most social platforms then text-based video should be your go-to format. Video is easy to consume in the feed and is way more receptive than static text or talking heads. In addition, since social feeds are primarily silent, converting your webinar to text is more likely to get your message consumed.
Examples of audio repurposed into videos
Prepare to be inspired by the possibilities of repurposing audio content into captivating videos. Here are some examples of videos that we created promoting a previous webinar that we hosted called Maximize the performance of your blog post: 5 video ideas and how to create them.
Video 1: Starting with a question
Creating curiosity by asking a question and then inviting viewers to watch your webinar to find the answer is a compelling strategy. Utilizing a video like this can help drive traffic to your pre-recorded webinar, encouraging more people to tune in and discover the answer.
Video 2: Quote video
Using a quote is an easy and effective way to grab people's attention. People enjoy hearing what others have to say. So, include some inspiring quotes from your webinar to attract more viewers and motivate them to listen to your message.
Video 3: Three key takeaways to prolong the life of your webinar
In your webinar, you've discussed many topics, but there are usually a few key points that stand out. Take those important points and create a video summarizing them. This will effectively convey your key messages and help boost brand awareness.
Creating a month of social content has never been easier
Don't let your webinars and podcasts gather dust in a folder.
By mastering the art of repurposing and extracting essential segments from your interviews to create videos, you can unlock the full potential of your content and transform it into valuable assets for your social media strategy.
