Improve summit ROI.
Define your repurposed content goals by deciding which audience you want to reach and what you want to accomplish.
- Increase brand awareness
- Generate leads
- Increase engagement
- Grow revenue
- Build brand trust
- Nurture leads
- Expand content reach.
Consider different repurposed content types depending on your goals:
- Increase brand awareness and engagement: ungated options like blog posts, a podcast version, content for emails, and social media clips
- Generate leads or grow revenue: gated or partially-gated options like an on-demand access pass, a resource library, or micro-learning lessons. For example, Adobe turned its summit into an on-demand resource library where users can sign up for full-length on-demand access by giving their email address, but they can also watch some ungated highlights without having to sign up.
- Build brand trust: summit video clips, extended Q&As, or audio clips on relevant pages of your website, and create a YouTube playlist for summit videos.
- Nurture leads: consult your sales team to see what types of assets from the summit they can use in their sales process as social proof.
Review recordings, transcripts, and attendee feedback to identify key themes, quotes, or clips that you can repurpose.
One way to do this is to use an automated transcription service, such as Rev or Happy Scribe, to quickly turn your summit videos into transcripts, read through the transcripts, and highlight key points and quotes that stand out. Highlight repeated ideas and themes.
When looking through the attendee feedback, make note of insightful or repeated attendee questions that can be expanded upon in supplementary content, and note favorite parts to turn into highlight clips.
Create a content calendar or use a scheduling tool to plan the repurposed content creation workflow and distribution schedule.
Break each content type into subtasks with assigned roles. Use a content planning tool like Hootsuite, Airtable, or Trello to map out your content creation and distribution schedule for your chosen goal-dependent content types.
Write companion blog posts, articles, or case studies that expand on the summit’s themes or go deeper into a specific summit session.
Turn a summit session directly into a blog post by giving your presenter a byline and reworking the transcript into an SEO- and user-friendly format with headers and a compelling title containing a keyword.
Alternatively, create a new piece of written content based off of ideas from your summit, like a specific question from attendee feedback that could use expansion. Another option is to turn a summit talk that frequently mentions your brand or product into a case study. These options typically require more time and effort, including an additional interview with the original presenter.
Repurpose the virtual summit recordings into short video clips that focus on the summit’s key themes or quotes to use on social media and other communication channels.
Create short highlight clips or trimmed summit sessions using online webinar editing tools like VEED or general video editing tools like Filmora. Add branded graphics, intro and outro music, title card, lower-third that says the speaker’s name, company, and job title, and a CTA end card.
Use these clips to:
- Make a Top 5 Takeaways from X Summit email newsletter with clickable links to watch the clips on YouTube.
- Upload natively to LinkedIn or Facebook with discoverable hashtags for increased engagement.
- Post to social media platforms shortly after the event.
- Give clips to sales team to use as social proof during sales efforts.
- Use as promotion for your next summit.
Create a discoverable resource library by creating an on-demand summit page or by uploading full-length videos to a third-party hosting site like YouTube or Vimeo.
For example, TED-Ed created a highly shareable and discoverable resource library with animated versions of its videos. To create a similar resource for your audience, follow these best practices:
- Make your resource page easy to search through and navigate by sorting videos into categories and including a search bar with filters and Sort by options.
- Create engaging custom thumbnails that show important information, like the speaker and topic.
- Group all of your summit content into a YouTube playlist to leverage the autoplay feature.
- Include a video transcript, time stamps to the start of each subsection, and a descriptive title.
- Host full versions of your videos through a video hosting site, like YouTube or Vimeo, instead of uploading directly to your website to help maintain a fast page load speed.
Listen to the whole summit recording to make sure it’s well-suited for an audio-only format. Roundtables, interviews, and Q&As are best for this format. Edit out any mentions of visuals like as you see in this photo. You can insert supplemental visuals in the show notes, but make sure the visuals aren’t required.
Check that your webinar platform lets you export an audio-only version of your summit. Add an optional intro, outro, or extended discussion to create a stand-alone podcast episode.
Share excerpts and clips of your virtual summit on sales pages, customer knowledge bases, and other areas where prospects or customers want to access social proof or expert advice.
This helps show brand authority and build brand trust with prospects and customers.
For best results, reach out to the speakers who you tagged in posts to thank them for their expertise, knowledge, and time. This encourages them to share or promote the content to their own audiences, extending the longevity and reach of your virtual summit.