Unlike interviews, product videos, and other carefully planned and scripted marketing materials, webinar videos are often overlooked when it comes to content repurposing. More often than not, we have seen businesses conclude webinars with no extensions of any marketing effort. These webinar videos become part of an archive that is difficult if not impossible to find by anyone.
Instead, you can repurpose your webinar videos into many types of long and short-form content, and cross-promote them on multiple channels. Instead of sunsetting your webinar videos after spending hours preparing, recording, and releasing them to your audience, you can significantly extend the lifetime and relevance of webinar videos, and reach your desired audience in many places to maximize your webinar ROI.
What is PodIntelligence?
PodIntelligence is an AI-powered, human-verified software that helps you create micro-content from your podcasts and webinars. For each hour of your content, PodIntelligence can confidently generate about 30 reusable clips you can share on social media, newsletters, and marketing ad campaigns.
How to approach webinar micro-content created with PodIntelligence
Whether you have single or multiple hours of webinar videos, PodIntelligence can easily process them all quickly using our AI engine. All you have to do is to submit these webinar videos through Google Drive or DropBox, and we will process, review and present the key findings and micro-content to you within a few business days.
On average, you can expect to receive about 30 quality clips from each hour of your webinar video. If you have 50 hours or more, you can expect over 1500 clips. That’s exciting, perhaps a little daunting too. How should you go about understanding, analyzing, and repurposing them?
Let’s break it down step by step.
1. Understand the basic features of PodIntelligence
It’s important to understand key features of PodIntelligence, and then decide how it can best apply to your webinar videos. The most direct and immediate features to consider are:
By clicking on the dropdown, you will see a list of “Keywords”, or “Speakers” from your webinar, as seen in the example of Keywords below.
In addition, another very useful feature is to click on the label of the dropdown, such as Keyword. You will notice there’s an up-arrow now associated with Keyword. This means all the keywords are now sorted in alphabetical order. This can be very helpful in seeing clips together that are related to the same keyword.
Or perhaps you are looking for something specific that is not directly related to an AI-identified keyword? Try our unique free text search feature:
Understanding the basic knowledge of PodIntelligence can help you get started quickly, and navigate large volumes of micro-content with ease and confidence.
2. Strategy basics for micro-content
There are many different ways to leverage micro-content, and there is no single right or wrong way to repurpose webinar videos. Here are some evergreen methods that have worked for many of our webinar clients, we want to share with you to see if they can serve you as well.
- News and feature-specific micro-content
By definition, news and feature-specific micro-content refer to information that is related to general news, new feature, service/product announcement, and the like. This type of content can be found in podcasts but also in webinars. In particular, you may have a webinar designed to attract new prospects, as well as webinars to target new clients and subscribers to help them ramp up.
- Key concept-related micro-content
Nearly every business we have come across uses a unique set of key concepts and terminologies. For example, after reviewing 50+ webinars from BoardPro, a software that helps run board meetings with everything in one place and everyone on the same page, we have learned key concepts such as corporate experience, board meetings, capital strategy, operational matters, fit governance, intergenerational business among others. It’s critical to make good use of these key concept-related micro-content because they can directly speak to your high-quality and pre-qualified customers who can immediately relate to these key concepts. In other words, your key concept micro-content could be your key selling points!
- Course and tutorial-related micro-content
To build on the bullet point before, some of our clients have discovered opportunities to deep-dive micro-content that go beyond the basics. This type of content can be leveraged as course and tutorial content. They can be shared as individual how-tos, or you can combine them to build playlists and serial content.
- Free-text search micro-content
At PodIntelligence, we believe in leveraging AI to empower creators and businesses as opposed to replacing them. The combination of AI and human intelligence is where we can create more and better content. The free-text search feature is unique to PodIntelligence, and it gives you the opportunity to search for keywords and phrases that may be of interest to you and your audience. You, with your unique approach and expertise in your industry, can truly enhance the knowledge created by AI.
- Speaker-specific micro-content
Speakers, often known as panelists or guest speakers in a webinar, are the ones who can be highlighted in micro-content. Each speaker can bring his or her expertise to the conversation, which in turn can be repurposed as interesting and engaging micro-content. With PodIntelligence, you can easily filter on “Episode” as well as “Speaker”. This way, you can easily identify speaker-specific content inside one or many webinars processed through PodIntelligence.
3. Where and how often you should publish micro-content
The good news with PodIntelligence micro-content is that you have a lot to choose from. Instead of pricing out time and effort for just a few clips, you are now faced with an entire month’s worth of content from a single webinar, and you can publish on a daily basis.
Perhaps you want to narrow down from 30 clips to only 10 and publish those every 3 days on your social platforms, that’s ok too. The decision is up to you.
Here are a few things to keep in mind:
- No one (not even your subscribers) is seeing every piece of your content. That’s how social platforms are designed and monetized these days. Please do not overthink how your micro-content publishing frequency is somehow going to disrupt your audience.
- Publishing more frequently (2-3 times a week minimum) can help you understand your content better and identify trends more quickly
- From your lessons learned by publishing consistently and more frequently (than you’ve done before), you can then go back to your PodIntelligence assets and decide what else to publish next, based on what you’ve picked up from real data and analytics, not just general content strategy that might work for your business.
4. If and how you can edit your micro-content
Here’s often what we mean by “editing micro-content”:
- Adding captions
- Adding movements and cuts to the videos (and making them more engaging)
- Adding background music, b roll, etc.
- Changing up the ratio (landscape, portrait, square) depending on social media platform requirements
- Etc etc.
The list can go on, and you are again faced with overthinking, overproducing and nothing gets published.
Our take on this is that you can and you have permission to post videos as-is without adding many additions as mentioned in the bullet points above. When you post micro-content on LinkedIn, YouTube, etc., you have the option to easily turn on captions.
If you want to step up the videos a bit more, we recommend keeping them simple and minimum. There is caption software that is easy to use, such as CapCut and VEED. Another creator favorite is Descript.
Whether you are editing the micro-content yourself, or hiring someone else, the general rule of thumb is to be able to produce 3-4 finished, ready-to-publish clips within an hour. Otherwise, you may experience diminishing returns by editing each and every clip, when you don’t know exactly which ones will work.
5. Hiring someone to manage and publish micro-content for you
We hear this request from clients all the time. Even if PodIntelligence is giving you the power to produce and find quality micro-content, you may still want to outsource the task of managing and publishing to a content manager, social media manager, or virtual assistant. There is nothing wrong with that and we encourage you to outsource this effort, under the circumstances that you have a trained person who can do it consistently and well.
When you purchase a batch of 50 or more webinar videos to process through PodIntelligence, we offer 1:1 training for you and your team. The training is recorded for reference as well, hence making it a lot easier for you to onboard a person or a team to take over the publishing process for you.
You might find this article interesting where Fei (one of our co-founders) walks you through the process of how to hire freelancers on Upwork.
Conclusion: Repurpose webinar content with PodIntelligence
We hope you find this article helpful in learning how to repurpose your webinar content with PodIntelligence. There is no one size fits all approach or strategy that can guarantee success, but we hope we’ve demonstrated some frameworks and clear next steps for how you can leverage PodIntelligence to help you test quickly and learn more about your webinars, improve your ROI, and win more customers.
If you are interested in learning more together with us, please do not hesitate to contact here.