Webinars take weeks of prep yet they’re only in the spotlight for one hour. But why let all that effort end there? Be more strategic and let the real value kick in after the live session by repurposing that webinar content. By turning your video into different formats, you can reach new audiences, reinforce key messages, and make your content work harder across channels. One webinar has the potential to fuel dozens of content pieces, tailored by format, audience, and funnel stage, without starting from scratch.
Why Repurpose Content?
According to getcontrast.io, 63% of views occur on-demand. Repurposing ensures that value extends far beyond the initial hour, making every slide, quote, and Q&A a unique opportunity to re-engage your audience.
Benefits of repurposing a webinar include:
- Increased content reach by up to 75%
- Lower production costs compared to net-new creation
- Stronger evergreen lead generation
- Better ROI on subject matter expert time
TL;:DR: if you’re not repurposing, you’re leaving value on the table.
Repurposing Tactics by Funnel Stage
To get the most value out of your webinar, tailor your repurposed content to where your audience is in the funnel. One piece of content can speak to multiple stages when formatted and framed intentionally.
Top of Funnel (Awareness)
Pull out attention-grabbing stats or bold statements and turn them into short video clips or social graphics. Create teaser clips that raise questions or introduce the problem your audience is trying to solve. Aim to spark interest and curiosity.
Middle of Funnel (Consideration)
Focus on expert quotes, how-to moments, and strong takeaways from the session. These can be turned into carousels, blog posts, or short reels that help educate your audience. This stage is about showing credibility and building trust.
Bottom of Funnel (Decision)
Use emotional soundbites or success moments—especially anything that sounds like a testimonial or shows impact. Pair those with a clear CTA. These can become customer story clips, quote graphics, or even short case-study-style videos that help push the viewer toward action.
The key is to reframe the same content to meet the needs of each stage, rather than starting from scratch.
Step-by-Step Workflow: Transcript -> Snippet -> Distribution
The key to scalable repurposing is having a clear, repeatable workflow. It’s not just about creating more content. It’s about creating smarter content that aligns with the customer journey.
Start with a transcript. Tools like Descript or Flowjin can auto-transcribe and highlight who said what. Once you have the transcript, it’s all about pulling emotional moments, strong quotes, and stats with the potential to become high-impact content.
Create powerful snippets. Turn those emotional moments into 15 to 30 second clips, stats into infographics, and quotes into social graphics sized for the platforms you’re targeting.
Prioritize strategic distribution. Then get those snippets out on social media. Pair each one with a strong caption, relevant hashtags, and clear CTAs. This is where tracking begins. Note what’s performing, what isn’t, and use that insight to refine your next round of content.
Repurposing doesn’t have to be overwhelming; it just needs a system. When done right, a single webinar can generate dozens of assets that meet your audience wherever they are in the funnel. And with attention spans dropping to just 8 seconds (getcontrast.io), short-form content matters more than ever. In our next webinar blog, we’ll dive into more ideas on how to leverage transcripts for content, and the common pitfalls to avoid.
