How do you repurpose your B2B podcast and webinar content for social media and email marketing?

You've invested time and effort into creating valuable B2B podcast and webinar content for your audience. But how do you make the most of it and reach more prospects and customers on different channels? In this article, you'll learn how to repurpose your B2B podcast and webinar content for social media and email marketing, and why it's a smart strategy to boost your brand awareness, engagement, and leads.

1 Why repurpose your content

Repurposing your content is a great way to maximize the reach and lifespan of your existing assets. Adapting your content to different formats, platforms, and audiences without creating it from scratch can help you showcase your expertise and authority, increase visibility on social media platforms, drive more traffic to your website and landing pages, generate more leads, and save time and resources.

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Patrick Tolbert

Transforming Customer Experience, Marketing, and Business Applications | Digital Transformation Leader Driving Scalable Success
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Marketers have always repackaged content depending on the channel; repurposing just gives added value to the hard work that went into the podcast or webinar. The use of AI-powered transcription tools helps quickly turn a podcast episode into a blog article or a technical paper for the target audience.

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Rosemary Waldrip

SVP, Marketing @ MAX.Live | MBA, SMU Cox School of Business
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Totally agree—here's a few additional thoughts to consider: - Not everyone who *should've* seen/heard your message in its original form actually did. By repurposing, you're just giving that content another chance to be seen/heard/digested. - Repurposing *doesn't* mean regurgitating. Consider the medium. If it was a long podcast or webinar, consider cutting that into smaller pieces for social- pull quotes, hot takes, etc. - People gravitate to different 'hooks'. Find a new angle to introduce a piece, and it's like brand new content. - One of my mantras for my team is "No dead ends." By referencing/linking back to existing content, you're just giving your audience a way to delve deeper (and learn more about what their path looks like).

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Cynthia Dalton

Virtual Events and Lead Generation - Digital Marketing🚀
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My favorite tool right now is Vidyo.ai. I love it. For repurposing I've tried Repurpose House (a service we tested last year, now obsolete), Descript, Camtasia, Canva, Veed... Vidyo.ai has great transcriptions and the output is amazing. You HAVE to be repurposing content now.

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2 How to choose the best content to repurpose

When selecting content to repurpose, it's important to choose evergreen, high-quality content that is relevant to your audience's needs and interests. To ensure you’re selecting the best content, review analytics and metrics to identify popular and successful podcast episodes and webinars. Ask for feedback from your listeners and attendees to learn what topics and formats they enjoyed and found useful. Additionally, conduct keyword research and social listening to uncover questions and challenges your audience is facing, as well as how you can address them with your content. Finally, make sure your content aligns with your buyer personas, buyer journey stages, and marketing goals.

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Patrick Ward

Seasoned Marketing Leader for Technology and Financial Services | AdTech | FinTech | Advertising | Digital Marketing | ex-Media.Monks and Wedbush Securities | Clients: Google, Nike, Walmart, Sony, Allianz, Oracle
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With the explosion of AI tools, there’s really no excuse not to repurpose long-form podcasts into multiple forms of content. Want to capitalize on short-form video? Use Vidyo.AI to instantly create TikToks, YouTube Shorts and Instagram Reels from your Podcast’s best moments. Want to create a blog? Use Descript to pull out the best insights from the Transcript.

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Avika Dixit

B2B Content Writer for Saas, Fintech & E-commerce Brands specializing in long-form BoFu blogs l Bylines in Zenskar, Relay Commerce, Videowise, PrimoStats
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Some ways to get started are - Extract quotes from the webinar and provide additional context, as they easily capture attention and are shareable across various platforms. - Use Video AI to create bite-sized snippets suitable for social media platforms. - Choose visually appealing elements like infographics, charts, or slides with impactful visuals, as they perform well on social media.

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3 How to repurpose your podcast content for social media

Podcasts are a great way to showcase your thought leadership, share insights, and build relationships with your audience. However, podcasts are long-form and audio-only, meaning they may not be accessible or appealing to everyone. Repurposing podcast content for social media can help reach a wider and more diverse audience. Ideas for repurposing podcast content include creating audiograms or short video clips of the best snippets or quotes from your podcast and sharing them on platforms like LinkedIn, Twitter, Instagram, or Facebook. Additionally, you can turn your podcast transcript into a blog post or an infographic and share the link on social media with a catchy caption and a call to action. You can also use your podcast topics as prompts for social media polls, quizzes, or live Q&A sessions to engage your audience and generate feedback. Furthermore, create a branded hashtag for your podcast and encourage your listeners to use it when they share their takeaways or opinions on social media.

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Jaclyn Sergeant

Take your corporate social media from meh to memorable. No dancing required. Social Media Strategist for B2B brands.
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When you record your podcast, using a tool that captures video of the speaker(s) will make it SO simple to create short-form clips to share as Reels, TikToks, YouTube shorts on social. You can even repurpose the full podcast episode as a YouTube video to increase exposure. And don't forget to use this content in your newsletter! Repurposing your podcast content in this way not only increases the chance that you'll reach more people on these platforms, but it also dramatically increases the 'shelf-life' of the content. You can absolutely keep sharing clips, quotes & key takeaways for months after the initial podcast airs.

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4 How to repurpose your webinar content for social media

Webinars are an effective way to educate, inform, and persuade your audience about your products, services, or solutions. However, webinars are also time-consuming and require registration, which can be a deterrent for some potential viewers. Therefore, it is essential to repurpose your webinar content for social media in order to attract more attention and interest with shorter and more interactive content. For example, you could create slides or graphics of the key points or statistics from your webinar and share them on platforms like LinkedIn, Twitter, Instagram, or Facebook. Additionally, you could turn your webinar recording into a YouTube video or a podcast episode and share the link on social media with a compelling title and a call to action. Furthermore, use your webinar questions or feedback as inspiration for social media posts, stories, or reels to address common objections or concerns. Lastly, create a landing page or a lead magnet with the webinar replay or summary and promote it on social media with a clear value proposition and a call to action.

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Wendell Scott

Fractional CRO 📈 | Former Head of Sales at SaaS Academy 👨💻 | Recruited by P.E. for SaaS Growth Strategies 🚀 | Track Record: 10x SaaS Revenue 💰 | Free Sales Resources in Bio 💸
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Hold my beer… PRODUCTION You have 2 pillar pieces of content. 1.) Podcast 2.) Long form How To’s POST-PRODUCTION: A.) Turn the podcast into 4-7 highlight short form videos. B.) Turn the how to into 1-2 short form videos. C.) Have a writer (or AI) transcribe the How To into a blog article and email copy, for a weekly newsletter. D.) Use the key takeaways from both for quote cards, and written posts. DISTRIBUTION: 1.) Release Podcast & How To’s Weekly. 2.) Stagger the rest of the posts over the year and link back to your long form content. 3.) Under long form content, create a CTA to subscribe to your newsletter. Content is a marathon not a sprint.

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5 How to repurpose your podcast and webinar content for email marketing

Email marketing is an effective way to communicate with your audience, build trust, and drive conversions. To make the most of it, you need to create fresh and relevant content that stands out in the inbox. Repurposing your podcast and webinar content for email marketing is a great way to deliver value, nurture leads, and increase loyalty. Consider sending a weekly or monthly newsletter with the highlights or links of your latest podcast episodes or webinars. You can also segment your email list based on the topics or interests of your podcast or webinar attendees and send personalized follow-up emails with more resources or offers. Create an email series or a drip campaign based on the main themes or takeaways of your podcast or webinar to guide subscribers through a learning journey or a sales funnel. Finally, test different subject lines, headlines, or CTAs based on the titles or hooks of your podcast or webinar to see what resonates best with your audience.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you repurpose your B2B podcast and webinar content for social media and email marketing?

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1 Why repurpose your content

2 How to choose the best content to repurpose

3 How to repurpose your podcast content for social media

4 How to repurpose your webinar content for social media

5 How to repurpose your podcast and webinar content for email marketing

6 Here’s what else to consider

B2B Marketing Strategy

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How do you repurpose your B2B podcast and webinar content for social media and email marketing?

1

2

3

4

5

6

1 Why repurpose your content

2 How to choose the best content to repurpose

3 How to repurpose your podcast content for social media

4 How to repurpose your webinar content for social media

5 How to repurpose your podcast and webinar content for email marketing

6 Here’s what else to consider

B2B Marketing Strategy

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