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Are you actively repurposing your event (and other) content?
If you are, you're in good company—according to a study done by ReferralRock, 94% of marketers were repurposing content in 2022. And the ones who weren't? At the time of the survey, they were planning to start ASAP, which makes us think we might be looking at 100% repurposing by now!
We're willing to bet you do some repurposing, even if you don't call it that. The truth is, if you're putting together quotes to highlight on social media after an event, that's repurposing. If you're including the top takeaways in a post-event email to promote future events, that's also repurposing.
To rephrase the famous words of Shakespeare, repurposing by any other name still delivers ROI just as sweet!
In today's landscape, as marketers debate whether AI is friend or foe and companies attempt to pull off exceptional content with limited resources, content repurposing is invaluable. Your target audience expects content that is tailored to their interests and available to them across platforms, and repurposing can help you deliver.
For B2B marketers in particular, repurposing content in strategic ways can engage people before your event and get them to sign up. It can hook people's attention during your event, as you share BTS peeks and live updates. And it can further your event's lifespan, fostering ongoing connections and building your brand.
Read on to learn:
Content repurposing is the practice of taking an existing piece of content and turning it into a different format or repackaging it for different channels or different platforms. It's a way to maximize the investment you make into an event, reach more people, and boost engagement over time.
With repurposing, content can be turned into all different types of new content:
The goal is to reach your audience, no matter where they hang out, and connect with folks who weren't able to attend the event (or may not have even known about it).
It's worth noting that repurposing isn't just about posting for the sake of it. You should be strategic in understanding where your audience hangs out and how you can best reach them. That way, you're adding value on both sides and not just spinning your wheels.
After each episode of Donuts & Demand, we upload the full event as a YouTube video and include a synopsis of the event, as well as a link for people to register for the next event in the series. We also include speaker info and a bit about Goldcast, for people who may be new to our brand.
For our Streamline Event Operations webinar series, we're working on guides that we'll promote to our audience. Guides were a logical choice because each webinar is so advice-packed that a blog post would be overwhelming for a reader, but we still want to share all of the info!
We turn our VIP in-person dinner series conversations into blog posts and social media content so that the most valuable takeaways from those events can help other marketers, while also promoting our brand and letting people know what we're about.
Scroll through the example above to see how we feature in-person content on our LinkedIn!
At Goldcast, we repurpose polls used during live events and present them to our social media audience, either to continue the conversation or to present our findings. People can like, comment, and share on social media, opening up the conversation and getting even more eyes on the info.
For this video, we gave people a backstage pass to the creative process. This helped raise awareness of the Series Masterclass, sure, but it also shows that we have a collaborative company culture that prioritizes and appreciates creativity and originality.
Scroll through the example above to see how we put together fun behind the scenes videos showing how we created the branding for our Series Masterclass event!
If you're looking for some creative ways to turn old content into a new format, we've got you covered. Here are some effective ways B2B marketers can repurpose high-quality content across various formats and channels:
As much as we try to get away from how-to blog posts, sometimes it's unavoidable. Next time you've got one full of good information, what about turning it into a video tutorial for your visual learners? You can use visuals, demonstrations, and voiceovers to add new life to your content.
Try taking the top points from old blog posts, especially if statistics are involved, and turning them into a handy infographic. Infographics are great for social media posts because people can quickly see what they're about, and they're very shareable.
Remember how we're turning one of our series into a complete guide for our audience? The same concept applies here. Ebooks are a bit more comprehensive in nature than a guide would be, but they still contain all of the valuable information from your series, as well as awesome visuals and additional resources for your audience.
Make sure you zero in on the "heavyweight" quotes from your event, especially the ones that come from top leaders or experts in your industry. You can turn those into thought leadership snippets to share far and wide! Remember to tag people that you're quoting to increase the chances they'll share with their network as well, further broadening your reach.
Scroll through the example above to see how we repurposed an event clip from our Series Masterclass on social media.
When you talk about something during an event and come away with a key finding, that might make for a good social media post. People respond well to statistics because it makes it easy for them to understand exactly what you're telling them and why it matters. (Remember how we talked about the 94% of marketers who already repurpose content?)
We're big fans of turning discussions into blog posts. With blogs, you'll have the chance to rank in search engines for SEO keywords, you'll reach people who like to read (rather than watch) their content, and you continue building an owned, evergreen library of content on your website.
If you've got a blog post that's creating more conversation than others, that might be a sign you can turn it into a webinar or event series and keep the conversation flowing. With your webinar or event series, you can dive deeper into the topic, offer the chance for your attendees to network, and feature expert speakers and industry names.
If you've got a guide you want to promote, take some of the best parts and drop them in an email sequence to drive your audience to check it out. Each email can focus on different sections of the guide, or you can do a few general promotional emails to push people to download the resource.
If you've collected some interesting poll data during an event, you can also take it to social media and see if the stats hold up there, too. With just a few tweaks, this helps people get a glimpse of what it's like to attend your events and piques their curiosity just a bit, which is always a good thing!
When you're watching the playback, make sure and note the times when you feel emotionally moved by the event content. These are definitely moments you want to include in a recap! Recaps can inspire FOMO and push people to sign up for future events; they also celebrate the magic that happened during an event, which makes them more likely to be shared by folks who attended.
As you can see, a lot of times, the repurposing cycle goes both ways. A blog post might inspire an event, and an event becomes a blog post. The circle of content, everyone!
PS: If you're feeling overwhelmed by the sheer amount of repurposing options, check out Goldcast's Content Lab. It's an AI-powered repurposing wizard that turns your event content into bite-sized clips, blogs, social posts, and more—in just minutes. You can even select a tone of voice and a color palette so that your repurposed content is still on brand!
Smart B2B marketers know that repurposing your content is a way to extend the life of it and maximize your ROI. It makes the most sense to create a valuable, impactful piece of content and then extract the most value from it, rather than having to constantly create new material and push it out into the world.
Content repurposing allows you to save time and resources, while still being very present across the channels where your audience lives. It will still take work to turn an event, or another type of content, into different content pieces you can distribute across channels, but it's a lot less work than coming up with something new for each channel.
The benefit of repurposing content doesn't end there. You may even reach new audiences with your repurposed content. Because you'll be able to show up across platforms with social media posts, blogs, videos, and more, you'll be reaching different types of people who prefer different types of content.
It's important to remember that for repurposing to be effective, you have to first have something worth repurposing. Everything should still spring from a solid content marketing strategy, one that ensures the content you're producing resonates with your audience.
Content Lab allows you to go in after an event and come up with video clips, quotes, blog drafts, and more, all in just minutes. That's a huge improvement from the weeks it used to take to come up with various pieces of shareable content!
As you can see from Devin Reed's walkthrough above, Content Lab is super easy to use and you'll walk away with ready-to-post, on-brand content without a ton of lift on your end.
A content waterfall can really help you when it comes to event repurposing. Let's say you have an in-depth thought leadership report that clocks in at 5,000 words. From there, you can split that report into a handful of blog posts that are more digestible, say, 1,000 words each. (For reference, this blog post is a little over 2,000 words.)
Then, you take those assets and use them to push out a handful of social media posts promoting the blogs (and the original content)—and so on, and so forth.
Some other AI tools we like for content creation:
One caveat: AI tools should always be viewed as a complement—and not a replacement for—a skilled marketer (or writer, or designer, or whatever you're using the AI to fill in with). AI can still be very limited in some of its functionalities and often requires a human eye to add nuance and depth.
We've talked about why repurposing your event content just makes good business sense. If you're going to spend the time developing a successful event, why not get all the value out of it that you can?
With repurposed content, you give yourself a chance to reach new audiences, further engage with your existing network, and build a brand presence across platforms.
When you're ready to start, Goldcast's Content Lab is here to help.
"The reason I love this is I can just go from the longform to the short form, put it on social, share it on sales, in a matter of a day or two instead of a week or two." - Devin Reed, Head of Content, Clari
Want to see other Goldcast features in action? Reach out to us for a Goldcast demo, and we'll be in touch ASAP!