How To Repurpose Your Webinar Series Content

Effective Content Repurposing Strategies and Frameworks

Content repurposing is the process of reusing content in a different format or channel. But some content types lend themselves to more effective content repurposing efforts than others. 

Webinars, for example, are excellent sources of additional content. Even better, run a webinar series.

Repurposing webinar series content helps marketers scale visibility and reach. Let’s take a look at why you should repurpose, where and how:

Why repurposing content helps brands stay relevant



Trends come and go, but the power of repurposed content lies in its ability to stay current with the latest trends and information. Done well, a content repurposing program can help brands:

• • Reinforce their position as industry leaders
  • Create a library of valuable resources
  • Drive sustained engagement and brand loyalty

Other significant benefits include:

Audience Engagement Across Multiple Touchpoints

Your customers and prospects interact with many channels. Reaching them with your brand’s message across every channel they use is essential. To do this, though, you’ll need to be able to create quickly: 

• • Blog posts 
  • Video clips 
  • Online courses 
  • Podcasts
  • Infographics
  • Transcripts

Increase the value and longevity of your content. Content repurposing extends your content’s lifespan by creating multiple opportunities to be discovered over time, thereby engaging a wider audience and attracting new followers.

Boost your online presence: Repurposed content can enhance your website’s search engine optimization (SEO) by helping it rank for keywords relevant to your business. For example, turning a video into a blog post with optimized titles and descriptions can enhance your visibility on both search engines like Google and video-specific platforms like YouTube.

Enhance your company’s reach and visibility – No two audience members share the same content preferences. Some visitors may prefer to find information in blog posts and e-books. Others may prefer videos and podcasts. Content repurposing can help you cater to a diverse audience.

Reinforce your key messages and keep your brand top of mind. Rather than approaching content with a “one and done” mentality, repurposing ensures you consistently communicate your core messaging and brand values across different platforms and formats.

Enable you to adapt to audience preferences and trends. The way audiences and brands interact is constantly evolving. Repurposing content, such as shortening videos from recorded webinars, helps you stay up to date with trends and consumption habits, ensuring your content remains relevant. 

Content repurposing saves time, conserves resources, and increases content lifespan. It’s also a great way to align inbound and outbound content with campaign messaging.

Why Webinars are Central to a Content Repurposing Strategy

Content repurposing strategies require seed content. That’s the primary asset from which repurposed content derives. Often, this will be a big report, e-book, or webinar that’s the center of a campaign strategy.

However, some content formats are better suited for content repurposing than others. The best format is usually a webinar.

With webinars, marketers can:

• • Create transcripts and automate the production of blog, e-book, and key summaries.
  • Identify key sections of a webinar and extract short video clips to share on social media.
  • Collect first-party data for segmenting and personalizing digital experiences and content.

But putting webinars at the center of a content repurposing strategy requires a shift in mindset. B2B marketers need to move away from the “one-and-done” mentality and adopt interactive digital events, such as webinars and virtual events.

Another hurdle is having clearly defined roles and responsibilities for how team members will create and repurpose this seed content. This is especially true when teams, tasked with “doing more with less,” are short-staffed. Having roles clearly defined can help even the most minor team scale post-event activity.

Finally, one of the most significant hurdles is repurposing content at scale. That is, only repurposing content for a general audience rather than segmenting and targeting key audiences based on actionable data collected from webinars. This is a significant missed opportunity for marketers, as first-party data collected from webinars enables easier segmentation and personalization at scale—especially when generative AI marketing tools can accelerate production.

The Four Building Blocks of Webinar Content Repurposing

Fortunately, making webinars the center of a content repurposing strategy is simple. All that is necessary is to break your process down into manageable parts. Consider the four building blocks of webinar content repurposing:

• • Goals
  • Audience
  • Content Types
  • Channel

Setting Goals

The first step in creating a content repurposing strategy is identifying what you want to accomplish. Do you want to boost brand awareness? Educate audiences on a product release? Engage specific audiences, like verticals or even a high-value account?

Create a list of goals you’d like to accomplish, then categorize them as tactical or strategic. Below are two examples of what that may look like:

Tactical:

• • Capturing new perspectives and content for future use (Think: evergreen content)
  • Building a library of actionable content 
  • Saving (or reducing) time, money, and other resources
  • Increasing the value of content teams

Strategic:

• • Increasing the reach of original content
  • Integrating content into additional channels 
  • Turning webinars into broader campaigns 
  • Leveraging webinar content in unique ways for target audiences
  • Informing future campaigns 

Identifying Audiences

Webinars are a great way to collect and analyze first-party data, which can be used to drive first-party engagement and propel marketing pipeline. In combination with demographic and firmographic data, this information can be used to identify, segment, and personalize content for specific audiences.

Determining Content Types

Seed content can be transformed into many different content types. However, some assets are better suited to different formats than others. For example, a webinar diving into a technical demo could be repurposed into a one-pager or a product “how-to” guide. Likewise, high-level events discussing industry trends could be used to produce thought leadership blogs and e-books.

Determining what content to produce, then, depends on the seed content you’re using and the audience you’re trying to reach.

Determining Channels

Finally, there’s distribution. How exactly will you get repurposed content into the hands of the right audience? Determining which channel to promote which content depends on understanding who you’re trying to reach with the content you’ve created.

The table below provides you with an example of how you can publish repurposed content with a purpose:

Content Type	Content Stage	Personalized?	Channel
Promotional copy	Top of Funnel	No	Email and Social Media
Blog	Bottom of Funnel	Yes	Content Hubs, Nurture Pages, Newsletters, Segmented Email
E-books	Top of Funnel	No	Webinars, Landing Pages, Content Hubs
Video	Bottom of Funnel	Yes	Webinars, Personalized Landing Pages, Content Hubs

How to Repurpose Webinars Into Campaign Content Quickly

Implementing the four building blocks—identifying goals, segmenting audiences, developing content, and distributing across channels—may seem overwhelming, but modern tools make the process easier. This is particularly true of generative AI.

While AI cannot do everything perfectly, it can help you accelerate content production. AI tools can help with the grunt work, such as creating drafts, while content creators like you refine assets before publication.

One way of approaching AI in your content repurposing strategy is to remember the Four Rs:

• • Reuse – Host a webinar on demand and replay it for audiences on their own terms
  • Reformat – Turn a webinar into an e-book
  • Remake – Create short videos from webinar clips
  • Refine – Use a webinar poll to create new content based on audience feedback

Tactics for content repurposing 

But first, there’s the minutiae of actually creating all this content. Here are a few tactics you can use to repurpose webinar series content: 

Create bite-sized video clips

One effective strategy for repurposing webinar content is to create bite-sized, or snackable, video clips that capture key insights and highlights from the original webinar. These video snippets can be shared on social media platforms to attract attention, driving traffic back to the full webinar recording, increasing overall brand engagement and viewership.

Transform webinars into blogs, e-books

Transforming webinar content into blog posts and e-books offers a valuable opportunity to expand on key topics discussed during the event. By repurposing webinar material into written articles, brands can: 

• • Enhance SEO efforts 
  • Attract organic traffic to their website 
  • Provide a more digestible format for audiences to consume and share

How do you take content from a virtual event and turn it into the written form? Deciding what content to use from the webinar can seem like a daunting task, but generative AI can help move your content from a webinar to a blog or e-book. 

For example, imagine knowing exactly what part of the virtual event resonated most with your audience. AI can help you do exactly that, empowering you to select content highlights to turn into articles and e-books. 

One way to do this is to see which parts of your content received the most engagement, such as emoji reactions or questions. You can then use the most popular parts of your webinar as the focus for your content.

You can also determine what sort of content you should create. For example, a long-form e-book or blog post may be better suited to answering questions from a webinar. Or, you could make a related blog post that provides a more top-level explanation of the same topic. Linking the two together can further drive your audience deeper into your content library.

Use your webinar program to create an online course

Repurposing webinar content into online courses can help brands offer continuing professional education credits while expanding their on-demand content library. Viewers are eager for opportunities to get certifications and learning credentials while watching informative, required content. 

In fact, some brands report that 81% of event attendees’ primary reason for attending their webinar was to obtain Continuing Professional Education (CPE) credits.

Online courses are a win-win for both brands and audiences. Brands generate further engagement data and establish themselves as industry leaders while audiences continue their education via a dynamic online experience. 

Use repurposed content to engage on social media

Repurposing webinar content for social media engagement involves creating visually appealing, shareable content that speaks to a brand’s followers. 

This repurposing method is a great way to insert a brand into the user’s daily scroll. By repackaging webinar material into social media posts, marketers can increase reach, foster community engagement, and drive traffic to their website.

Align your repurposed content with a strategy

Repurposed content should serve a purpose and align with your overall marketing goals, so use it strategically. Some strategies to consider include: 

Engage webinar no-shows

A certain number of registrants won’t attend a live webinar. It may be because they’re busy or they simply forgot. Whatever you do, don’t give up on them. 

Instead, engage webinar no-shows by giving them additional assets relevant to the event they registered for. For example, you can re-engage these would-be attendees with repurposed video clips, blog posts, or summaries from the event they missed. 

Reaching global audiences

If you plan to expand your services globally, you’ll need to produce localized content. That means translation. One easy way to localize content is to add closed captions to webinars. 

By doing so, you can bring your quality content to an international audience without having to rework material completely. 

Growing organic Traffic

Typically, your webinar or webinar series will target a specific audience topic. But that audience includes more than those who are in your email database. It also includes many professionals who are not familiar with your brand. 

How can you reach them? Through organic strategies such as social media and SEO. 

With a few simple optimizations, you can take a webinar transcript and — through generative AI tools — draft blogs designed to capture audience interest. You can also enhance blog posts with webinar videos and promote the content across social media platforms.

Talking about content repurposing is one thing. But all the theory in the world won’t amount to anything if you don’t actually do it. Here are a few tips to keep in mind when implementing a content repurposing framework into your workflow:

Step 1: Analyze your existing content

Audit your content library before creating or optimizing your content repurposing workflow.

An audit will help you understand what’s been produced and what can be updated or repurposed based on relevance, timeliness, adaptability, and alignment with marketing goals. 

As part of your content audit, you’ll need to:

Identify which content has performed well in the past…

…And which content hasn’t been received as well as you’d liked. 

The easiest way to assess your content’s performance is to review metrics in third-party tools such as Google Analytics, SEMRush, or Ahrefs. 

The following key performance indicators will demonstrate how popular or valuable the content piece was:

• • Traffic: How much traffic was generated to the page/asset – this indicates the appetite for the content
  • Views: How many times the page/asset was viewed – this demonstrates the attention the piece received
  • Time on Page: How much time your visitors spend on the page/asset – this reflects the interest users had in the content
  • Bounce/Engagement Rate: Reflects whether the page addressed or engaged with a visitor’s needs.
  • Referral: how many shares the post generates – this reflects the content’s potential reach
  • How many conversions does the content produced have? This reflects the content’s direct value to the business 

Which type of content brings people back

Valuable content includes anything your customers or peers might treat as a helpful resource now and in the future, whether they’re at the top of the sales funnel or inching closer to making a purchase. 

Think about the types of content that bring audiences back time and again. Typically, they’re looking for anything that educates them on how your products or services work. This is an opportunity to demonstrate that what you offer is superior to your competitors’.

How-to guides, whitepapers, case studies, testimonials, and product demos all deliver valuable and actionable information – and they’re often timeless in the sense that, while they might need to be reviewed for relevancy, the bulk of their messaging will remain the same over time. If you have created a longer report – like our annual ON24 Webinar Benchmarks Report – you can repurpose much of this content into webinars, infographics, blogs, social media posts and any other formats that convey the data in an engaging, easy-to-digest way. 

Which content has strong repurposing potential

Perhaps an industry development occurred since the piece was created, and it needs to be updated. Or maybe you’ve gained more insight into a topic and want to share your latest experiences. Either way, updating older content with new information can improve its value. 

Stuck for inspiration? Ask new hires or external stakeholders for their thoughts on how a specific archived piece of content can be improved and repurposed — they may have ideas that haven’t been considered. 

Which content can be easily transformed into different formats

Certain content formats are easier to repurpose. For example, a single webinar can generate video clips, social media posts, polls, surveys, slides for sales, and more — and that’s before you even start using generative AI. 

Step 2: Choose the right formats and channels

If a piece of content is published in one format, it should be reused and republished in another. This goes back to our earlier point: ensure your message reaches as many people as possible by tailoring your content to the formats they prefer. 

As part of your content repurposing workflow, you could consider:

Breaking down long-form content into bite-sized chunks

Begin by identifying key sections, quotes or statistics from a long-form blog post, e-book, or whitepaper. Then, create a series of social media posts, infographics, or short videos that make these points more accessible.   

Expanding short-form content into more in-depth pieces

Take a popular social media post — like a post that drove a lot of engagement or a poll — and expand it into a more comprehensive article, video, or podcast episode. This approach will allow you to delve deeper into the topic and provide value to your audience.

Converting written content to visual content

Videos or slideshows appeal to target customers who prefer visual information over written content. You can easily use tools such as Camtasia or Lumen5 to convert text content into audio or video.

Bundle similar content 

Many digital marketing activities are designed to get audiences to engage with content — and keep engaging. That’s why, when repurposing content, you should also consider the audience’s next step in their content journey and bundle similar content together. 

For example, if someone is learning webinar marketing basics, you should have a content hub ready. This hub should be filled with a variety of content formats and content for different experience levels. 

Match your content to the right channel

Next, you’ll need to ensure your newly engineered content is shared with the right people in the right places – otherwise, it might not achieve the reach or the engagement you’d hoped for. This applies to everything you create, from emails to blog posts to social media posts. 

Each resource has its own formatting rules, and certain types of content typically achieve higher engagement across social platforms. For example, you won’t see much success publishing an hour-long video on a platform like LinkedIn, where users favor shorter-form content. However, 30-second trailers will help to direct traffic to the video’s source, so LinkedIn can still have a part to play in promoting your latest work.

Remember, requirements and best practices change constantly as these platforms evolve, so research before committing to a new approach. 

Step 3: Create and implement a content repurposing plan

You’ve reviewed your existing content and decided how to repurpose it across the platforms you use. It’s time to develop and execute a structured content repurposing plan that your entire team can follow over the coming months and years. 

Develop a content calendar

Every business’s content calendar looks slightly different, but you’ll need to consider the following when creating your template:

Key dates

From national holidays and popular awareness days to industry-specific conferences and team-building days, you’ll need to ensure your content output complements milestones in your company calendar. You’ll also need to be aware of any events outside your control – such as general elections – and ensure any pre-scheduled content isn’t released at an insensitive time based on current affairs.

Content availability 

If it takes time to repurpose a particular piece of content, give yourself and your team enough runway to deliver it. Avoid placing unnecessary pressure on contributors and give everyone enough time to prepare for its launch. 

Engagement patterns

Certain types of content will perform best on specific platforms — but you need to know the consumption patterns of those platforms. The time of day content is posted can affect performance, and the frequency of updates can impact content success.  

Assign roles and responsibilities

Consistency is key to delivering a content repurposing strategy. To manage tasks efficiently, hit deadlines without fail, and ensure no missed opportunities, you’ll need to get buy-in from your entire marketing team and make sure they each play their part in the process. 

Delegate roles to employees or contractors with the right skills, and make sure your staff knows who to turn to for feedback or final approval on each piece. Collaborative tools such as Trello, Asana, and Monday can help track the status of each repurposing project. Ensure someone is responsible for monitoring content performance so you can learn from your approach and report wins.

Why You Need a Content Repurposing Framework

You probably have a good grasp of what it takes to repurpose content. The most successful marketers, however, take a systematic approach to content repurposing.

Let’s take a closer look at how to develop a custom content repurposing framework that everyone in your organization can understand and follow.  

Framework components

Leverage your content to its fullest potential by making sure your content repurposing framework contains the following elements:

A comprehensive content audit

Inventory your existing content and catalog it by type and topic. We recommend using a content management system (CMS) to do this, rather than a simple spreadsheet. Then, once you know what you’ve got and where it lives, identify your evergreen pieces — i.e., the assets that will remain relevant over time — and dive into their performance online by analyzing metrics like traffic, engagement, conversions, and social shares. High-performing content is likely to perform well a second time, so this should be your priority. 

A carefully considered content map

Map content types to specific formats. For example, a data-rich blog post might be well-suited to an infographic. At the same time, a 5,000-word whitepaper could be broken down into a series of blog posts, social media updates, and videos. 

At this stage, you’ll also need to consider which content type is likely to be well received by your target audience and which platform is best for maximizing engagement. Creating a content map that works takes some time, but it’s well worth the effort. 

Clear goals and timelines

Keep your content repurposing strategy on track by creating a schedule that outlines what needs to be done and when. Make sure it’s clear which team member or contractor is responsible for each part of the process, and set deadlines so production runs smoothly.  

You should also set key performance indicators (KPIs) for each piece of content, so you know which data to track to get an accurate picture of how well that content is performing for your business. Perhaps generating higher volumes of website traffic is essential to you, or you’re more interested in getting likes and shares on Instagram or LinkedIn. Either way, make a note of the information that needs to be tracked post-launch. 

Establishing specific, measurable goals for your content can encourage everyone to work toward a broader objective as well. For example, you might want to increase traffic to your blog by 20% within three months or generate 10 conversions via your website’s content that can be directly attributed to your content repurposing plan within a timeframe of six months.

Less bottleneck, more bandwidth – and better performance

A content repurposing strategy is critical to any marketer tasked with “doing more with less.” However, effective content repurposing requires combining content format and availability with what your audience is looking for.

That means being empowered to drive engagement, glean insights, and take action at scale. The ON24 Intelligent Engagement Platform and ON24 ACE, along with other tools in your tech stack, enable you to do exactly that.

With the right content repurposing strategy in place, you can eliminate the content production bottleneck, provide your team with more bandwidth to take impactful action, and drive better performance and pipeline growth through direct engagement with your audience.

Five Quick-Win Tactics for Repurposing Your Webinar Content

The content in your webinars can be repurposed into diverse formats, broadening your message’s reach and maximizing impact. From short video clips perfect for driving engagement on social media to whitepapers that help you capture audience contact details, there are lots of high-impact ways to get more from your webinar content strategy.

Here are five ways to repurpose webinar content:

1. Turn Webinar Recordings Into Short Video Clips

A full webinar can run for an hour or more. This provides ample material to consider reusing in shorter video clips for deployment across other channels, such as social media.

Repurposing webinars this way lets you get more value from the video content you already have. There’s very little required in the form of additional effort – just cut your recording into smaller chunks.

Here are two of the best ways to turn your webinar into shorter video clips:

Create Highlight Reels

Creating a three- to five-minute highlight reel is an effective way to share an overview of your webinar. Focus on including clips from the introduction to establish context, key takeaways, and a “final word” summary. 

Share your short-form videos on platforms like YouTube, LinkedIn and Instagram to generate more interest in your message and, by extension, drive more traffic to the page where your on-demand webinar is hosted.

Share Key Moments on Social Media

Key moments in your webinar recording are the perfect candidates for short video clips. Whether it’s an introductory speech highlighting key data or an innovative product demo, creating clips of the most impactful moments in your content is a great way to drive engagement.

To promote your on-demand webinar, you can share these clips on social media platforms like X (formerly Twitter), Facebook, LinkedIn and Instagram. Just remember to tailor your content distribution strategy to each platform’s audience.

2. Transform Webinar Content Into Blog Posts

Your webinar likely contains many great ideas, some of which are suitable for blog posts. Transforming your webinar content from video form into a blog post isn’t difficult, and it can have lots of benefits, including increased organic traffic through SEO.

To transform webinar content into blog posts, you must identify which topics and themes resonate most with your audience. Here are two ways to quickly identify practical issues and content for blog posts:

There are lots of ways to approach creating blog posts from webinar content, but these are two of the best:

Use Webinar Transcripts

The full transcript of your webinar should include sections that are useful for quick blog creation. Pull out the transcription text, do some targeted edits to ensure it’s suitable for the blog post format, and search for relevant keywords to optimize it for SEO purposes. This saves you from starting blog production from scratch.

Don’t use the transcript exactly as-is. Restructure the text into distinct sections using subheadings, format text into paragraphs, and add personal color, anecdotes, or facts before drafting your conclusion.

Audience Questions

Audience questions in a Q&A section can be great material for blog posts, as they directly represent audience pain points. They are also significant SEO opportunities.

For example, you can take a few of the questions asked in a Q&A session and plug them into Google Search or Google Trends to assess how common this question is. If a lot of people are searching for answers to a particular question, you can create a blog post and start ranking for organic traffic.

3. Design Engaging Infographics

Infographics are great for generating engagement across social media platforms, and can also be used to good effect in email campaigns or on web pages. Scouring your webinar content for exciting sections can provide some inspiration on what to create them around.

Infographics explain ideas that can benefit from visual and text-based content. Accordingly, data-led content that includes statistics or figures is well-suited for infographics. 

Use these two strategies to find opportunities to create infographics from your webinar: 

Highlight Key Data and Insights

Whether your webinar has a dedicated data-led section or numerous individual data points scattered throughout, identifying them is the first step in creating an infographic. Identify some key data, focusing on statistics or figures that can be combined to tell a story.

Then use tools such as Canva or Piktochart to design your infographic. Highlight the most impactful data points and include a brief write-up for each. Add a title and a summary at the bottom, and you’ll be ready to use your infographic in social, email, or organic campaigns.

Use Micrographics for Social Media

Beyond being valuable resources, full-size infographics can be cut into smaller “micrographics” to broaden their utility. Micrographics can highlight a specific statistic, creating a more focused asset to deploy in social campaigns.

Both full-size infographics and smaller micrographics allow you to repurpose core elements of your webinar in another visual format, perfect for driving engagement. You can use them independently to support diverse campaigns, or use them specifically to generate more interest in your on-demand webinar.

4. Create Downloadable Resources

Depending on the topics your webinar content covers, you can capitalize on an opportunity to repurpose some of it in other formats, like whitepapers, e-books, and detailed guides, to use as downloadable resources. 

These are all valuable content formats that allow you to go into greater detail on your focus topics than is possible in a webinar. Making them downloadable also allows you to collect the audience’s contact information, which you can then use in other targeted campaigns.

These are two tactics to repurpose webinar content into downloadable resources:

Develop E-books and Whitepapers

E-books and white papers are powerful B2B lead-generation tools. They’re formats that suit high-detail content perfectly, meaning you can use them to distribute valuable, authoritative information. Locking them behind a gated form allows you to collect your audience’s email addresses for later use in other targeted campaigns.

When creating e-books or white papers based on webinar content, ensure you put in the proper amount of effort. Treat your webinar content as a starting point, but add significant additional value in the form of data, case studies, and examples to ensure it effectively demonstrates your authority.

Offer Guides and Checklists

If your webinar covers topics such as achieving specific outcomes or using specific technologies, you can repurpose the content into downloadable guides or checklists. These resources provide ongoing value to your audience, helping them to take actionable steps after watching your webinar. 

5. Launch a Podcast Series

Webinars are a visual format, but they naturally have an audio track, too. That means they can be repurposed into podcasts, allowing you to capitalize on the opportunity to engage your audience through a popular content format.

There are two main considerations when creating a podcast series based on webinars: how to approach the content and how to market your podcast to reach your audience.

Here are some top tips to handle both: 

Edit and Optimize Audio Content

The first thing to consider is how you’ll convert your webinar audio into a podcast. The quickest and easiest way is to take the entire webinar audio track and treat your podcast as an audio-only version of the webinar. Alternatively, you can cut specific sections out to create a more streamlined podcast, removing anything you don’t think translates to an audio-only format.

Whichever option you pick, transforming webinars into podcasts allows you to reach a wider audience. Not everyone prefers video content, and podcasts are more convenient to listen to while commuting. 

Promote Across Platforms

To get the most from your podcast series, you’ll have to market it. As you launch, carry out a big marketing push across social channels and email campaigns. Then, each time a new episode is released, use clips or graphics to generate more interest.

With this approach, your podcast audience should grow over time. Eventually, you’ll have a consistent, engaged audience for each episode, boosting the impact of your webinar program.

The Role of AI In Content Repurposing

Throughout the entire process of identifying your goal, audience, content, and channels, AI is here to help. Think of AI as doing the grunt work while content creators refine the content before it’s ready to publish. Here’s how AI can help with the four Rs of content repurposing: 

• • Reuse. Example: Host a webinar on demand and replay it for audiences on their own terms. 
  • Reformat. Example: Turn a webinar into an e-book.
  • Remake. Example: Create short videos from webinar clips.
  • Refine. Example: Use a webinar poll to create new content based on audience feedback.

Let’s look at a “remake” example. When a webinar is over, you can heatmap the entire experience based on audience reactions and engagement. This makes it easy for AI to identify potential topics and alert content marketers.

These key moments can be repurposed into short videos or other content, such as blog posts or infographics. This process saves B2B marketers from having to manually search the entire webinar for key moments. 

Why ON24 ACE Is A Force Multiplier

Some tools stand apart from others. Typically, for B2B marketers, these tools are platforms that integrate into your tech stack and workflow to help your team become a force multiplier.

Before a webinar

Let’s say you want to identify high-value accounts in a vertical you’re trying to break into. To achieve this, your team creates a high-level webinar tailored for a general audience within that industry.

Now, you can cast a wide net with promotions and catch the interest of a few valuable contacts over time. Or, you could accelerate interest and drive the pipeline from the start with the ON24 Intelligent Engagement Platform by personalizing and segmenting.

Using tools powered by the ON24 Platform’s AI-powered Analytics and Content Engine (ACE), such as Segment Builder and SmartText, you can target segments based on firmographic data and scale promotions to each segment.

Not only that, but you can personalize the webinar experience to specific audience segments as well. For example, from a single webinar, you can create experiences tailored to attendees by targeting them by buying stage, job function, industry, relationship, geography, business interest, and more.

In our example, our webinar can now target business leaders and practitioners by buying stage and company size. Now, instead of one webinar, we offer several experiences with custom CTAs and downloadable resources. We can also send audience-specific surveys to understand their pain points and interests better.

After a webinar

After the event concludes, your team and ON24’s ACE make content repurposing a reality. ACE can automate the creation of transcripts, blogs, e-books, key summaries, and social content, which can then be edited, personalized, and used for promotion and segment-specific nurturing.

For example, with ACE and the ON24 Intelligent Engagement Platform, you can quickly stand up specialized post-event landing pages. These pages can be filled with relevant written content, CTAs for other events or offers, videos, and the on-demand webinar itself. And you can reproduce this type of landing page across regions, use cases, personas, and buying stages in a matter of days.

Now, instead of a one-off webinar, you have a fully fledged marketing campaign that’s personalized to the audience you’re trying to engage with. And, once they engage with your content, you can get even more first-party data that can lead to more first-party engagement and propel pipeline.

Repurposing content also conserves your marketing team’s time and energy. Regularly integrating repurposed material into your monthly content calendar helps provide a steady stream of content while addressing audience pain points and building authority with search engines.