Online events, such as webinars, can be a source of valuable content that organizers can recycle and use in other touchpoints. Why is this recycling potential so important? Well, recycling content from events allows us to increase the reach of our activities and reach more people with relatively less time and effort. Simply put, once prepared, we can use a speech or presentation for multiple touchpoints, and all we have to do is adjust its form accordingly. In this article, I'll show you 5 ways to creatively recycle event content and support your brand.

Recycling recordings

As the name suggests, we'll need recordings, so be sure to always record all speeches and presentations (and preferably the entire event).First of all, you can embed whole event recordings on the platform where the event took place, but also on your website, social media, or video embedding sites like Vimeo or Youtube. This will be a chance to re-watch the broadcast for all those who missed it, had to leave the event, or couldn't attend at all. If you decide to put the recording on an event platform, you can also further monetize it by selling VOD access.You can shorten and cut the event footage as much as you like, and then edit it into training material or a video promoting your next event. It would also be a smart idea to take a recording of your webinar presentation and use it for other on-demand webinars. The audience watches the pre-recorded video, and you appear in person only for the Q&A session after the broadcast.

Articles and blog posts

Any presentation, speech, or discussion that is part of an online event can serve as the basis for an article or other publication. Consider creating blog posts, expert articles, reports, analyses, and success stories. Test different forms and see which resonates best with your audience.

E-books

E-books are longer written forms that are usually approx. 30-40 pages (or even more) and are prepared with photos, graphics, and graphic elements. Due to their size, a lot of work must be put into preparing an e-book, and it is not uncommon to involve more than one person in the creative process as well. The basis for writing an e-book can be, for example, a series of expert webinars.Many businesses, therefore, use e-books as lead magnets, something that will bring them valuable leads. In order to get an e-book, you have to give something of yourself, which usually include your name, your company’s name, and your business email address. E-books can also be a source of profit for businesses from their sales.

Newsletters & mailings

A newsletter will help you build a community around your brand. It will also give you the opportunity to create a more "exclusive" channel of communication, in which you will share with your audience additional content that has not appeared at events, unpublished materials, discount codes, and free tools. If you run an expert newsletter, it will be a good place to put content from your past speeches or presentations. For news and informational newsletters and mailings, you can use content from events to promote upcoming events.

Social media posts

Content from events is ideal for social media. It will work great for promoting upcoming events and building your or your brand's expertise. Social media gives you a lot of opportunities, as you can publish on different platforms (Facebook, Linkedin, Instagram, Twitter, Youtube, Tiktok, etc.) and in many different formats. Test different formats, monitor their results, and use the ones that are best received by your audience. And remember not to be afraid of video content, because you don't need a staff of specialists to create an interesting and engaging reel or TikTok, just a capable smartphone and a native creator provided by Instagram or TikTok.

ways to recycle content from events:

• Recycling recordings
• Articles, blog posts, reports, and analyses
• E-books
• Newsletters and email communication
• Posts for social media