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Make the most out of your Event Content
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Learn from our content experts
Now it's time for some inception! Check out this recording of a presentation from HopinXC, an event Hopin hosted over the summer. Get it? We're repurposing our own content to show you how it's done.
In this video you'll hear from Adri Lueiro, Hopin's Customer Education Video Producer, and Kelsey Bentz, Head of Production at StreamYard, about their best practices for repurposing event content.
00:00:09:16 - 00:00:34:23
Unknown
Hi, everyone. I'm here with Kelsey, and today we are ready to talk to you about Repurposing your content from your first Hopin event.
Hey, everyone. Super excited to get into the content today.
But before we get into it, you should know who we're. So I'm Adri and I'm the video producer for the customer education team here at Hopin.
00:00:34:23 - 00:01:08:16
(Kelsey) And I am Kelsey Bentz and I am the head of production on the Stringer team. All right. So today we are going to get into the topic of repurposing your content. Now, repurposing is a super powerful tool, but I think sometimes it can be underutilized. There's so many different ways that we can use our content to reach our audiences on different platforms. And today we're going to talk to you about everything to do with repurposing what it is and why you should do it.
00:01:08:16 - 00:01:36:12
(Kelsey) So I wanted to bring in a little example today to kind of help you understand the power of repurposing content for a pretty in a pretty popular example, I would say. So there is a very popular TED Talk by Amanda Ngozi Adichie, and I wanted to just kind of lay out some of the stats of the viewership of the TED talk in its different repurposed mediums.
00:01:36:21 - 00:02:05:20
(Kelsey) So for this specific TED talk, around 100 people, give or take, attended the TED talk in person. It was actually a TED X talk, which means there was even a smaller audience for this presentation live. Now, when Ted posted the video on their website, that video received 4.9 million views on the TED website. When it was posted on YouTube, the YouTube version of it received 7.5 million views.
00:02:06:11 - 00:02:43:06
(Kelsey) Then most of us are probably familiar with the artist Beyonce Knowles. Beyonce released a song called Flawless, and she actually uses an excerpt of Jim Amanda's TEDx talk in the song. So at about one point to 5 seconds into that or minutes, excuse me, into the song, one minute, 21 seconds in an excerpt of Amanda's TED Talk is featured and edited over the song track. That song, Flawless received 97 million views on YouTube and counting, and it also received 98.7 million streams on Spotify.
00:02:43:15 - 00:03:21:21
Unknown
(Kelsey) So I lay out all of those stats. It kind of just help you understand that the power of repurposing is ginormous. This is obviously an extremely viral and popular repurposing kind of example, but the power of reaching, reaching your audience on on different platforms and remixing and kind of reusing your content, which we'll get into a little bit more later is is so powerful and just creates more and more engagement and builds and expands your audience in ways that you might not have even known possible.
00:03:21:21 - 00:03:55:09
(Adri) So repurposing content sounds great, but how can we actually do this? So there are several ways in which we can do it. We can reuse videos that we already have, or blog posts or any type of content using the same exact information, but in different formats or on different platforms. We can also remix this content by putting together two or more pieces of content to create a new one.
00:03:55:18 - 00:04:20:14
(Kelsey) So let's say that I'm a YouTuber and I do travel videos and I post a video traveling in Colombia, I post a video traveling in Spain. Then I can take maybe the parts of those videos, where I'm trying foods and then I can create a whole new content or a whole new video just about me trying foods around the world without no extra work.
00:04:20:14 - 00:04:51:18
(Adri) Another example or on how we can repurpose content is by refreshing it. So let's say we have a video recording on how to use a virtual tool. And this tool adds some new features. Something that happens a lot here at Hopin, So you could simply add the new information to this video that you recorded in the past instead of having to create a new one from scratch. And repurposing content, as Kelsea was mentioning before, has a lot of advantages.
00:04:52:05 - 00:05:21:02
(Adri) And some of these advantages are that your content can scale faster, you can reach new audiences in the platforms where they are already spending their time and where they are comfortable. You can also get your message across easily because even as it might seem that publishing multiple pieces of content on the same topic could be repetitive, actually people need to hear about your message.
00:05:22:02 - 00:06:03:01
(Adri) I believe it was seven times, to actually remember what you want to tell them, so diversifying the ways you deliver your message will help strengthen your authority as an industry leader on specific topics. It can also reduce your team's workload, because they will be able to produce more pieces of content with less effort. And another of these advantages is that publishing more content increases your chances of search engines pushing your content out because they are more likely to view your website as a credible source of information because you are publishing a lot of content on the same block.
00:06:04:19 - 00:06:38:15
(Kelsey) I really like the point you made to Adri about reaching your audience where they are at because I think that's a huge part of it. You know, we have certain audience members who prefer certain platforms. I think we all prefer certain platforms for our digital and media consumption. So being able to adapt your content to fit your viewers preferred platforms just strengthens your relationship with your audience and will also likely strengthen their engagement in return.
00:06:38:15 - 00:07:06:03
Unknown
(Adri) That's right.
(Kelsey) All right. So based on those three kind of principles of of repurposing your content, we came up with a bit of an exercise or a bit of a of a thought provoking kind of a couple of examples that we want you to to maybe pause the video after we go through them and kind of think about your answers to these examples or these questions.
00:07:06:03 - 00:07:22:00
Unknown
So I'll kind of go through what the examples are, what the questions are, and then we want to know how you would repurpose the following content. So feel free once we go through it to kind of pause, do the exercise, and then come back to the rest of the presentation. So we have these three situations.
00:07:22:11 - 00:07:56:11
Unknown
The first one is an industry, an interview with an industry leader. How would you repurpose an interview with an industry leader? So for example, our answer might be breaking it up into 32nd videos for social media that have really digestible info. So if that interview contains multiple really great nuggets of info that you can kind of cut up, that might be a really awesome way to repurpose that interview by, you know, getting straight down to the point and posting that on certain social media platforms.
00:07:57:05 - 00:08:26:22
Unknown
The second question is how would you repurpose a fireside chat with a customer? Our example or our response to the question would be a ten minute video with the most interesting parts that you can then send to prospects and prospective clients. So that can kind of turn into a testimonial, if you will. And the third, that example that we want to know is how would you repurpose questions asked by attendees during a Q&A?
00:08:27:15 - 00:09:07:03
Unknown
So our response to that was possibly one minute videos with the answers to the most popular questions. So if you're seeing in a virtual event that multiple attendees are asking a similar question, and maybe that question didn't get get answered during the broadcast, or maybe there just wasn't time for a live Q&A in the in the virtual event that you're hosting, creating a video with answers to those questions and sending it out to your customers as a post event tool can be really helpful and really boost your your attendee relationship and your audience relationship.
00:09:07:18 - 00:09:34:03
Unknown
So we want to know what your answers should be. So feel free to take a moment to pause and kind of ponder how you would repurpose these three examples. Well, now I hope that you post the video and this exercise. If not, I'm going to give you what are the answers for us and how we have repurpose these examples that we gave you.
00:09:35:15 - 00:10:03:07
Unknown
For example, with the case of their interview with an industry leader and these interviews and Ted's are very powerful pieces of content because they transfer their sovereignty of this industry to your brand and some ideas on how to repurpose this content. Are you seeing the short clips of these experts best feeds to post on short Look for my social media, like for example, TikTok or Instagram.
00:10:03:07 - 00:10:37:19
Unknown
You can see on this line that we did this in our TikTok and you can also upload the full talk to YouTube. So people that didn't attend the event can still hear these experts talk about a topic that is profoundly impactful and important to them. And you can even create a LinkedIn post like we did or infographics with the most interesting quotes from your guests in this example here we did that with vast involvement.
00:10:37:19 - 00:11:02:08
Unknown
Let's now see how we would treat that customer panel or a chat. If you are having a panel with your customers or if some people come on a screen and build their experience with your product, you can use this recording to create testimonials and case studies that you can add to your website as a video or as a reading article.
00:11:02:23 - 00:11:36:05
Unknown
And here on the screen you can see how I helping me. We did that with our customer quarter by posting a video of our chat on YouTube. And we also created a written article that you can find in our website, but you can even transform this box into a podcast by separating audio and video. And this is actually something that is super easy to do with a single because when you are recording the talk, you can select some settings that will record a separate audio file.
00:11:36:14 - 00:12:26:19
Unknown
So after the stream, you will just download the audio file and it's ready to be posted. One for our last example. As you know, Hopping has a feature where people can ask you questions during a session or while a talk is happening in the state and other attendees. Can I vote the most interesting questions to them? So these questions can become content for your social media accounts and I would recommend to think about doing these, especially with YouTube, because that's a platform where people go to look for quick answers and also because Google indexes YouTube videos when you are setting.
00:12:27:08 - 00:12:59:00
Unknown
So it's a very good tool to create awareness of your brand. And here is an example on how a senior did it. As you can see during an event, this person Grace Bailey, asked how to integrate over facing Stranger. And then we created a video livestream invite using live video of it because we saw that that was a very interesting question to the people during this events.
00:12:59:14 - 00:13:29:01
Unknown
And then we did the same with Laura that was asking about the best settings for live music performances, and we created a video on that. So since you're already doing the work of replying to this question during your event, you won't take much time to catch those answers and post them on social media. And you can also develop other content from these questions by creating blog posts or answering them through a quick 32nd video.
00:13:29:01 - 00:13:53:08
Unknown
Maybe for other short media platforms like Tik-tok. Having tutorial videos is so useful, especially if you are trying to promote a product or a platform. Hmm. I know for streaming art and hopping, having tutorial videos for certain questions has been so helpful to so many of our viewers and users. I mean, you'll notice on the screenshot for how to bring music into your live stream.
00:13:53:15 - 00:14:19:07
Unknown
That tutorial has gotten 14,000 views in a year. So it's clearly been a really popular ask. And I'm so glad that we were able to make a video about it to kind of assist and help empower and enable our customers to use the platform. All right. So we also wanted to go through more ideas on how to repurpose content.
00:14:19:07 - 00:14:47:00
Unknown
Andre and I kind of put our heads together and thought through all of the different ways that we repurpose and all of the ways that we think repurposing can be extremely powerful. So the first one is post the recording. That to me is like the easiest thing and just the simplest way to repurpose. For example, if you're if you're doing a virtual event in Hoffman, like Audrey mentioned, you can pull that recording and post on YouTube posts on Facebook.
00:14:47:00 - 00:15:30:17
Unknown
You can even post on LinkedIn, like you can post the reporting so easily on these other platforms. The next one is splicing up your content to make teasers, recaps and more. So what I mean by that is if you have a new product coming out or you have an interview with someone coming up or you have something that you want to kind of tease to your audience or just like release continuous content over the course of a period of time, you can splice up, for example, an interview or some older content to kind of accompany your posts that are leading up to some new release or a new interview or something like that.
00:15:31:07 - 00:16:01:14
Unknown
They can also be for recaps. So for example, I did a podcast in 2020 where I was talking to members of the artistic industry while the industry was down for the pandemic and every after every episode I would splice up a short, you know, short portion of the interview and posted on social media, on the on the social platforms that just, you know, accept shorter form content.
00:16:02:00 - 00:16:30:12
Unknown
So I would do that every single week. And I had an audience that was tuning in and viewing my content on those platforms specifically. And then I also had an audience that was viewing my content on the platforms that I was streaming live to. So you reach people in in different ways and in different areas. The third idea is that you can use keynote slides as infographics or blog posts on your website or on other platforms.
00:16:30:12 - 00:17:10:03
Unknown
So what we mean by this is, for example, if you're doing a virtual event and perhaps one of your speakers has a slide presentation that they're that they're working with, or maybe you have brought in slides to support the virtual event in some way you've presented them. You can actually use those slides to accompany, you know, content that goes on your blog or on your website, and you can even bring those static slides onto other social platforms as well so that it's just like really quick infographics again for those, those shorter form content platforms where you're reaching a different audience and you can kind of give an even give a recap in that short enfoque,
00:17:10:03 - 00:17:33:20
Unknown
you know, slide the other ways is you can transform it into a podcast. So Audrey mentioned this before, but streaming and makes it super, super easy to download the audio file of your broadcast. So if you do a recording or a live event or a live stream, you can easily just download the MP3 audio track of your recording and then post it on your podcast site of preference.
00:17:33:22 - 00:17:58:14
Unknown
Super, super easy. And just like that, you have a podcast and then you can also create on demand content libraries on your website. So this is something that streaming has done with all of our tutorial videos, but it's, it's so useful, I find is if you have multiple pieces of content that you want to be available to your viewers, maybe you don't want to direct them to your YouTube channel or you don't want to direct them elsewhere.
00:17:58:14 - 00:18:28:13
Unknown
You want them to really have a hub on your website. You can create essentially an on demand video library that lives on your Web sites that when people navigate to see what you're all about, they're seeing all of your different content there. And they can select to watch different videos or different different slices of content that you've put together to kind of create something on demand for your current customers and users, and also people who are prospective clients and future clients as well.
00:18:28:13 - 00:18:54:07
Unknown
They can see what you're all about and that's super useful because they can find the information they are looking for. So in as a super easy way. So exactly, yeah. Well, to keep going with these ideas, transforming your content into a blog post is something that is also very straightforward. There are a lot of tools I would transcribe your videos for you.
00:18:54:13 - 00:19:25:22
Unknown
For example, YouTube will do that for you and you can just take this transcription and formatted that a different way so you can create a blog post that maybe you can complement with slides like the ones mentioned in. And then another thing you can do is create lead magnets with your content. So let's say this presentation we could easily post it on our website and be like, We will give you a lot of ideas on how to repurpose your account in exchange of your email.
00:19:26:08 - 00:19:51:21
Unknown
So that's how you could grow your email list. By repurposing your content, you could also create tutorials and educational videos out of the doctor preparing for your events, and that's exactly what we are going to do with this workshop. We will create a shorter video with the best clips from this blog and then we can send it to our organizers for them to get new ideas on how they can do this.
00:19:52:07 - 00:20:15:13
Unknown
And we will also include this video in our library learning page. So inside of a course with the best practices and there are many other ways that, as you know, we could the purpose of this, you can also use your content as a bonus or a gift for your clients. So in the past, I would work with a lot of entrepreneurialism.
00:20:15:13 - 00:20:48:03
Unknown
I was selling online courses and a lot of times they would offer a talk or a whole webinar as a bonus to the course. They will sell them and these will actually drive sales because the topic was still, you see, and interesting for their buyers. And then another idea we had is that you could stream prerecorded webinars without the need of being present or having your team using their time on that.
00:20:48:03 - 00:21:20:08
Unknown
And that's something that with the Stranger it's also super easy. We could, for example, take this stock and then be streaming these every day without a question. I've been here and we would be talking to different audiences every day. So that's also something you could do. So repurposing content, while there's so many ideas and so many ways to do it, ultimately it does work better when it's planned in advance.
00:21:20:08 - 00:21:50:20
Unknown
So kind of strategizing which audiences you want to hit and then adapting to the format of each audience and the platforms that they're on. So starting on the right hand side, there isn't one one fits all format or one. It's all audience. As we've kind of been talking about, You know, we reach our audiences on their platform of choice, and that creates more engagement and more loyal audiences because they feel like they are being catered to by you.
00:21:51:05 - 00:22:20:08
Unknown
And so thinking about where your audiences are and where you want to reach them and where you want to reach new audiences is really key and adapting to to those and keeping keeping that in mind. So when you're when you're filming something, if you're wanting to repurpose it on, you know, Instagram or TikTok or some of the more mobile apps you want to think about, like how can we film this so that it can be repurposed for those different, literally like different screen formats?
00:22:20:08 - 00:22:40:08
Unknown
Just putting thought into that is really great and then choosing evergreen topics. So back on the left, your content will stay relevant over time and will keep bringing traffic to your site. So this is this is a really, really key one when you're planning what kind of content that you're going to film or what kind of interviews you're going to have.
00:22:40:08 - 00:23:19:12
Unknown
Just being thoughtful in terms of the topics and topics that you think can be useful to a wide range of your audience and thinking about, Okay, is this the type of content that I can, you know, feel confident to put in my on demand library, on my website for all of my website traffic to then see. And there are definitely certain certain topics that that are that way that you know just are long lasting and can be reused and repurposed throughout the duration of of your your platform or your company or whatever you are trying to, you know, build build an audience for.
00:23:20:03 - 00:23:42:14
Unknown
And then finally, just consider themes. So how do you want to reuse your content in general? What are the different ways? Like I kind of mentioned before, like what audience are you trying to cater to and what platforms are you trying to repurpose for? You know, do you have an important announcement or a launch coming up? Do you you can use your previous content to release the previous teasers leading up to your launch.
00:23:42:23 - 00:24:17:01
Unknown
Think about, generally speaking, what kind of content do you like to release or or what? What is the kind of theme, like we said, of the content? So if you're doing a lot of releases or if you have a lot of new products coming out, or if you have, you know, your brand or your company has a lot of something, you can plan your repurposing around those themes and around the way in which you interact digitally, digitally with your audience.
00:24:17:01 - 00:24:39:04
Unknown
And after all of these ideas we have given you on how to repurpose content. And now that you understand how important it is. So you might be wondering where can you start? And let me tell you the need to wait for your first event to star in purpose in your content. You can start by assessing the current content you have.
00:24:39:08 - 00:25:03:15
Unknown
I'm sure you will have lots of it and see if you can make a talk out of it or if you can reform my feeds into the different social media channels as we have seen that dozens of ways that these and we hope that now you will feel more empowered to start repurposing your content by reusing it from mixing it all refreshed.
00:25:03:15 - 00:25:30:14
Unknown
Thanks so much for tuning in. I hope that this was really useful for you. I think repurposing content is just the smartest way to be a content creator because it really saves you time and it it makes you look very diverse with your content, which I think all of us want to be, you know, as content creators. It's important to be serving a lot of audiences, serving a lot of platforms and being adaptive to to everything that's out there.
00:25:30:14 - 00:25:46:00
Unknown
So hopefully this has given you some ideas and given you a little spark to start or continue your own repurposing journey.