Marketers tend to be pretty creative people. We love coming up with new ideas. We’re constantly looking around at our colleagues (and competitors), searching for inspiration and fresh approaches. Part of it is that we always want to be the next big thing. And part of it is that no one want to be that guy. You know, the one who keeps telling the same story about the time he met MC Hammer. At every. Single. Party.
In marketing, we have some especially good reasons to keep our content fresh: to build up a regular audience, we need to keep offering new ideas. And we all know that those all-important SEO spiders give us a little extra juice every time we refresh our content.
But that doesn’t mean it’s always a bad idea to repeat yourself. For example, having a solid, clearly defined message helps you build consistency and trust with your target market. Once you hit on an idea that really sums up the important value of your products or services, you should take every (appropriate) opportunity to hammer that messaging home. In the same way, having a few consistent pieces of anchor content can actually be good for you.
Recycling webinar topics
With so many companies developing regular quarterly, monthly, or even weekly webinar series, we’re starting to see people struggling to come up with new topics for all their webinars.
But here’s something to consider: maybe you don’t always have to come up with a totally new topic. Here at ON24, we’ve discovered that some of our most successful webinars are events that we hold every year. Our Webinar Benchmarks Report event is a hit every spring, and at the end of the year we do a can’t-miss countdown of Webinars that Rocked.
When you’re planning your webinar event calendar, aim for at least one or two topics that you can freshen up with new stats or examples and revisit every year (or every quarter, if you run weekly events). As you build a regular audience, they will look forward to these play-the-hits events.
Reusing webinar content
Webinars are awesome. So awesome, in fact, that it would be a shame to deliver any webinar just once. The easiest way to reuse your webinars is to post them to your on-demand portal as an asset that customers and prospects can visit whenever it’s convenient for them. Personally, I’ve been known to go back and watch the same webinar more than once, just because the information was so good.
But you shouldn’t stop there. You can also export your webinars to video sharing platforms like YouTube and Vimeo. You can take your presentation deck and publish it on a slide sharing site like SlideShare. You can take a full-length webinar and edit it into shorter, single-subject videos or on-demand events and introduce your message to a whole new audience.
In short, there’s nothing wrong with repeating yourself — as long as you’re saying something valuable, in a time and place where it adds something to the conversation.
Revisiting old events is just one idea for sourcing great webinar topics covered by Mark Bornstein in our on-demand webinar, 10 Secrets for Creating Great Webinar Content. If you’re searching for an idea for your next event, be sure to check it out!