Meet the rising expectations for video content

Quick Summary:

In today’s fast-paced B2B marketing landscape, video content reigns supreme. For B2B marketers, livestreams and webinars have become staples for engaging audiences. But are you unlocking their full potential?

Livestreamed content is often treated as the main event, to be enjoyed live or on-demand. It follows weeks or months of preparation in identifying speakers, creating content, promotion across multiple channels and, of course, the internal admin of creating campaign entries in CRM systems, as well as getting internal buy-in and awareness.

However, by shifting our mindset, these webinar experiences transform into content engines that power an entire ecosystem of marketing assets through content repurposing. This approach not only addresses the growing demand for diverse, scalable content but also optimizes resources to save time, effort, and budget.

Let’s dive into how content repurposing can help you meet the rising expectations for video content and stay ahead of the competition.

The Current Landscape: A Surge in Video Demand

Video isn’t just a tool; it’s a cornerstone of modern B2B marketing. Research shows that audiences are 2.5 times more likely to engage with video content compared to text. Why? Video is immersive, easier to consume, and works across multiple platforms—from LinkedIn to YouTube to email campaigns. Much of what has been pioneered (and proven) by consumer video trends and tactics (think Mr Beast and others) is now successfully being adopted by B2B organisations. Why? Because it works, but also because B2B viewers are still human beings who watch consumer-targeted video content and respond well to its trends.

Most B2B organisations use livestreamed webinars or online events as top-tier content. These are valuable for educating audiences, demonstrating thought leadership, and engaging in real-time. But here’s the catch: treating these sessions as standalone assets means you are missing many opportunities to continue engaging your audience (and measuring these engagements), as well as creating a long-tail of content experiences and touch points. By the time sales teams have had the opportunity to review the content, they will have already followed-up with attendees and had conversations with prospects that could have otherwise benefitted from knowledge of the content itself or, indeed, from bitesize content extracts. The result: pressure on marketers increases to create other net-new content to support the sales outreach – this is time consuming and impacts budgets.

The Core Problem: Scale and Usability

External Challenges
Producing enough video content to stay relevant is daunting. With so many platforms and formats, marketers often feel overwhelmed by the sheer volume of assets needed to engage audiences effectively.

Internal Hurdles
The long-form nature of livestreams poses a usability challenge. Expecting sales teams or prospects to sift through a 60-minute webinar to find relevant insights isn’t realistic. This misalignment limits the impact of your content and frustrates stakeholders.

The Solution: A Content Repurposing Framework

The key to solving these challenges lies in a structured content repurposing strategy. Here’s how it works:

  1. Identify Core Content: Use a livestream or webinar as the foundation.
  2. Break It Down: Extract key moments, themes, and messages from the event.
  3. Repackage Creatively:
    • Short-form videos: Create bite-sized highlights for social media.
    • How-to clips: Isolate actionable advice or technical demos.
    • Infographics: Visualize key data or takeaways.
    • Blog posts: Expand on session topics with in-depth articles.
    • Audio snippets: Repurpose expert insights into podcast episodes.

By implementing this framework, a single webinar can yield a dozen or more assets tailored to different audiences and platforms.

The Benefits of Repurposing Content

  1. Time Savings
    • Speakers and stakeholders don’t need to repeat their efforts across formats.
    • With quick and easy access to the existing content, your teams can focus on process of leveraging it rather than reinventing the wheel and starting from scratch.
  2. Increased Shelf Life
    • Your core messages stay relevant longer as they’re adapted into evergreen assets.
  3. Broader Reach
    • Short-form content increases discoverability across social platforms.
    • Different formats meet diverse audience preferences.
  4. Enhanced Internal Efficiency
    • Sales teams can access quick, impactful snippets to share with prospects.
    • Internal training or onboarding benefits from curated, accessible content.

Why Livestreamed Content Should Be Your Starting Point

Live communications like webinars offer a wealth of authentic, real-time engagement. Audiences appreciate the immediacy, and the live format often results in candid insights and dynamic conversations that can’t be replicated in pre-produced content.

By treating these events as your “content engine,” you can extract their value across multiple campaigns and touchpoints. Think of live content not as a one-time experience but as a resource library ready to be mined.

Example: Repurposing in Action

Scenario: A Quarterly Marketing Campaign
Your team hosts a 60-minute webinar titled “The Future of AI in B2B Marketing.” Here’s how you could maximize its value:

  1. Immediately Post-Webinar:
    • Publish the recording for on-demand viewing no later than 24 hours after completion.
    • Share a teaser video on LinkedIn to drive traffic to the full session.
  2. 1-2 Weeks Later:
    • Create a series of 60-second social media clips featuring key moments.
    • Develop a blog post summarizing the top 5 takeaways.
    • Design an infographic for an email campaign targeting prospects.
  3. 1 Month Later:
    • Turn the most engaging segments into a podcast episode.
    • Design and run a multi-step lead nurturing activity targeting prospects and customers with highlight clips, blog post, infographic, and on-demand recording.
  4. Quarter-End:
    • Compile short clips from multiple webinars into a highlight reel.
    • Use the compiled content for a paid ad campaign.

Takeaways for B2B Marketers

Repurposing isn’t just a tactic; it’s a mindset. By leveraging livestreamed content as the foundation for a broader strategy, you can meet the growing demand for video while saving time, reducing costs, and amplifying your message across channels.

Start viewing your webinars and livestreams not as standalone events but as content powerhouses. With the right framework, the possibilities are endless. Shift your mindset today from webinars as a content piece to webinars as a content engine.

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