Webinars, videos, and podcasts about investments and other financial topics are a great way to highlight the expertise of your firm’s subject-matter experts. But are you getting the most out of your financial webinar or podcast? Probably not.
Some members of your clients, prospects, and referral sources will never watch a financial webinar, video, or podcast. That’s true no matter how professionally you produce it. Even if your topic is central to the problems they’d like to solve.
What can you do?
If your time is limited, use the techniques I describe in “Videos: 3 ways to make them palatable for video-haters like me.”
If you have the time and resources to do more, consider the techniques I list below.
1. Create an infographic
The visual learners among your target audience will appreciate an infographic of tips or a key process from your financial webinar or other presentation. For a sample, see my “Infographic: 5 Ways to Add Personality to Your Financial Writing.” After they look at your infographic, they may be more willing to sign up for your presentation.
Your webinar, video, or podcast audience may also enjoy your infographic as a review of your presentation. You could offer it as a “thank you” present for audience members who join your email list or respond to a survey that follows your presentation.
An infographic can also do double duty as a blog post.
2. Create a worksheet
Repackaging your tips or process into a worksheet makes it easier for readers to act on your information. They love worksheets.
I’ve created worksheets using Adobe Acrobat Pro that are nicely formatted, but can be filled and saved by the reader. The combination of nice formatting and the ability to save is a winner. A one-time effort by you gets big results for your readers.
Like an infographic, a worksheet can be a reward for people who participate in your presentation or join your email list. It’s less appropriate as a blog post because worksheets typically don’t fit in the available space. Still, you could offer it as a free download from your blog.
3. Write blog posts
A typical webinar or other presentation holds the seeds of multiple blog posts. Plant those seeds by writing the blog posts.
Of course, your presentation may have its roots in earlier blog posts or other written pieces. If so, congratulate yourself for having learned “A top technique of financial advisors who blog successfully.”
4. Create an e-book
For the die-hard readers in your audience, you can turn your financial webinar or other presentation into an e-book. Your notes—or a transcript of your live presentation—is a great starting point. The fact that you’ve attracted people to attend your presentation confirms that there is a market for your book. My book, Financial Blogging: How to Write Powerful Posts That Attract Clients, grew out of my blogging class for financial advisors.
5. Use the audiovisual format that you skipped earlier
If you produced a great webinar, consider converting part of it into a podcast to attract people who listen when they can’t watch educational materials. You can also see about being a guest about your webinar topic on somebody else’s podcast.
On the flip side, perhaps your podcast contains an idea that would benefit from engaging your audience’s eyes in a webinar or video.
6. Turn compelling statistics or one-liners into social media status updates
If you’re active on social media, you know how hard it can be to keep your status updates flowing. Use your presentation’s compelling statistics or one-liners as social media status updates.
If you identify these updates before your presentation, you can use them to promote your event.
7. Put a clip on your website
A clip from your financial webinar, video, or podcast can spice up your website. Try it and see.
8. Try something else
The possibilities for reusing your content are vast. Please leave a comment about opportunities that I haven’t mentioned. I’d also like to hear about how recycling your presentations has earned results for you.