Law firms should always be looking for innovative ways to engage their clients, prospects and referrals and get the most out of their marketing efforts. I frequently work with lawyers and business professionals to enhance their marketing and business development strategies. One of the most effective, yet often overlooked, methods to achieve this is by repurposing content from successful webinars.

Let’s set the stage – your law firm just hosted a successful webinar. You had great interactions with your attendees, your speakers were compelling and on point, and you’re feeling great. Now what? Do you archive the webinar and never think about it again? Absolutely not! You’ve just created a ton of valuable content that you can repurpose and make use of in the future.

Repurposing your law firm’s webinar content is a strategic move that allows your audience multiple ways to consume the information and gives them the freedom to do so at their convenience. Most importantly, repurposing provides more opportunities to reach a broader audience, acquire new leads and connect with prospective clients. Here’s how you can effectively repurpose your law firm’s webinars into great content for maximum marketing impact.

1. Create blog posts: Webinars often contain a wealth of information organized into digestible sections and topics, making them ideal for blog posts. Start by creating a transcript of your webinar to easily pull verbiage and identify key points that resonated most with your audience. Consider formats like a how-to blog post, a summary of the webinar, an infographic or a compilation of the best quotes from the presentation. You should be able to generate at least one or two blog posts from each webinar this way.
2. Use the Q&A for new content ideas: The questions your audience asks during the webinar are a goldmine for new content ideas. Track these questions and use them to develop an FAQ page for your website or expand on the answers given during the webinar in new blog posts. You can even create a part II of the webinar to address these questions more thoroughly. These Q&A sessions are a great source of content and can help keep your audience engaged.
3. Continue to collaborate with guest speakers: If your webinar featured guest speakers, leverage their expertise for additional content. Invite them to contribute to your blog by expanding on the topics they covered during the webinar or writing about complementary subjects. This not only enriches your content but also strengthens your professional relationships and adds credibility to your blog.
4. Create an on-demand gated webinar: One of the most straightforward ways to repurpose your webinar is to make it available on-demand. Create a landing page for the webinar recording and make it easy for website visitors to find and watch. Gating the recording—requiring viewers to provide their email address and contact information—can help you generate new leads. Also, consider third-party webinar hosting sites to further increase your reach.
5. Develop social media posts: Quotes and key takeaways from your webinar are perfect for social media content. Pull out the most insightful or interesting facts and share them on platforms like LinkedIn, X, Threads and Facebook, linking back to the on-demand webinar recording. Use tools like Canva to display these quotes creatively, making your posts visually engaging and shareable.
6. Design an infographic: Webinars often share a lot of helpful information and key statistics that can be transformed into an engaging infographic. Use the data and research presented during the webinar to create an infographic that visually summarizes the key points. Infographics are highly shareable and can be a great way to attract attention on social media and your website.
7. Write a follow-up email: Follow-up emails are essential for maintaining engagement with your webinar attendees. Send all registrants a recording of the event and consider including links to additional resources. Use key quotes, metrics, poll results and other highlights from the webinar to craft compelling emails for your entire database, not just those who attended.
8. Create a downloadable eBook: While creating an eBook may sound like a significant undertaking, much of the work is already done if you’ve held a webinar and created blogs or other materials from the same content. You can create one eBook per webinar topic or compile content from several webinars into a comprehensive piece. eBooks can serve as valuable lead magnets on your website.
9. Transcribe your webinar for powerful SEO: One drawback of recorded webinars is that they aren’t easily indexed by search engines. Creating a transcript of your webinar and making minor tweaks to include long-tail keywords can significantly enhance your SEO efforts. Tools like Otter can do this for you affordably, or you can upload the video to YouTube and add captions.
10. Develop short video clips: Not everyone has the time to watch a full hour-long presentation, no matter how interesting the topic. Create a highlight reel or a series of short video clips featuring the main points of your webinar. Post these clips on your law firm’s social media channels to engage viewers who prefer shorter, more digestible content.
11. Leverage webinar content for podcasts: If your law firm has a podcast or is considering starting one, webinar content can provide an excellent basis for episodes. You can use the audio from the webinar itself or discuss the topics covered in the webinar in more detail. This not only gives you another platform to reach your audience but also reinforces the messages from your webinar.
12. Develop case studies from real-life examples: Often, webinars discuss real-life cases or hypothetical scenarios. Turn these examples into detailed case studies that showcase your firm’s expertise and success stories. Case studies are powerful marketing tools that provide potential clients with concrete examples of how you can help them achieve their goals.
13. Create training materials for internal use: The content from your webinar can also be valuable for internal training purposes. Develop training materials, such as guides or presentation slides, to educate your team on the topics covered in the webinar. This ensures that your entire firm benefits from the insights shared during the webinar.
14. Host a follow-up webinar: If your initial webinar was particularly successful, consider hosting a follow-up session. This can address any questions or topics that weren’t covered in the first webinar, delve deeper into the subject matter and/or explore related topics. Follow-up webinars can maintain the momentum and keep your audience engaged.

Key Takeaways to Effectively Repurpose Your Webinar Content

• Create Blog Posts: Turn your webinar content into multiple blog posts by focusing on key topics and insights.
• Utilize Q&A Sessions: Use questions from the webinar to generate new content ideas, such as FAQ pages or follow-up blog posts.
• Collaborate with Speakers: Work with guest speakers to create additional content, expanding on their webinar contributions.
• Offer On-Demand Access: Make your webinar available on-demand through a gated landing page to capture leads.
• Share on Social Media: Extract quotes and highlights from your webinar to share on social media, driving traffic to the on-demand recording.
• Design Infographics: Create engaging infographics using key data and statistics from your webinar.
• Send Follow-Up Emails: Engage attendees with a follow-up email containing a recording of the webinar and additional resources.
• Develop an eBook: Compile webinar content and related materials into a downloadable eBook.
• Transcribe for SEO: Improve SEO by transcribing your webinar and incorporating relevant keywords.
• Create Short Video Clips: Produce highlight reels or short clips from the webinar to share on social media and your website.

Smart legal marketers are constantly looking for ways to repurpose their materials to streamline the content creation process. Leveraging your law firm’s past webinars by repurposing them is a great way to work smarter and not harder.

Once you’ve put in the effort to create a great webinar and drum up attendance, let it continue to work for you by employing these tactics. By repurposing webinar content, you can extend its lifespan, reach a wider audience, and ultimately drive more engagement and leads for your firm.