How to Solve the Struggle to Generate Content from Webinars

B2B SaaS companies rely on webinars to engage prospects, build thought leadership, and drive leads through the funnel. Yet, many struggle to extract additional value from webinars by repurposing the content into other assets like blog posts and social media content. This manual, time-consuming process often results in lost webinar insights, misalignment between webinars and content strategy, and slow time-to-market for repurposed assets. Companies then miss out on the compounding effects of fully maximizing their webinar content.

These inefficiencies exemplify GTM Bloat, creating more bottlenecks than they solve and slowing down GTM Velocity. GTM AI strategies can simplify the process of generating thought leadership blog posts and bite-sized social content from webinar transcripts and key insights. This enables marketing teams to amplify the reach and ROI of their webinars.

How to Generate Thought Leadership Content and Social Media Posts from Webinars

Copy.ai's Content Ops package, part of their GTM AI Platform, offers two key workflows that work together to transform webinar content into multiple derivative assets:

• Thought Leadership Posts to extract key insights from webinar transcripts and generate authentic, SEO-optimized blog posts
• Social Media Content to create bite-sized social posts from webinar themes and takeaways

These workflows help go-to-market teams maximize their webinars:

1. Thought Leadership Posts (Content Ops Package)

The Thought Leadership Posts workflow transforms webinar transcripts into published blog posts in a few simple steps. It extracts key insights and themes from the transcript, adds relevant research and context, and generates a well-structured, SEO-friendly blog post for your site.

Inputs Needed:

• Transcript of the webinar, presentation, interview, etc.

What the Workflow Does:

• Step 1: Extracts impactful quotes, stats and insights from the webinar transcript
• Step 2: Identifies key themes and conducts research to provide additional context and supporting points
• Step 3: Outlines a comprehensive blog post using the extracted insights and research
• Step 4: Drafts an engaging, SEO-optimized blog post of 1000-1500 words and a LinkedIn post for distribution

This captures authentic thought leadership from your subject matter experts and quickly turns it into a compelling blog post that provides additional value to your audience.

Example in Action:
Your company's CMO delivers a webinar sharing their vision for the future of marketing automation. With the Thought Leadership Posts workflow, you could:

1. Input the webinar transcript
2. Extract the CMO's key insights on upcoming trends, best practices, and predictions
3. Generate an in-depth blog post summarizing the CMO's perspective and what it means for your industry

This creates a valuable thought leadership asset to drive organic traffic, fuel your nurture programs, and arm your sales team - while capturing your CMO's authentic voice and ideas.

2. Social Media Content (Content Ops Package)

The Social Media Content workflow generates bite-sized content optimized for social media promotion and audience engagement.

Inputs Needed:

• Key messages, themes and quotes from the webinar

What the Workflow Does:

• Step 1: Identifies common themes, impactful quotes, and key stats from the webinar transcript
• Step 2: Repurposes the key messages into short-form social copy optimized for each network (LinkedIn, Twitter, Facebook, etc.)
• Step 3: Suggests relevant imagery, graphics or video clips to pair with the social copy to boost engagement
• Step 4: Generates hashtag suggestions based on the webinar topic and target audience

Example in Action: Continuing with the example of your CMO's webinar on the future of marketing automation, you could use the Social Media Content workflow to:

1. Input the key messages and quotes from the webinar
2. Generate a series of social posts highlighting the top insights, formatted for each social network
3. Pair the social copy with engaging visual templates and relevant hashtags
4. Schedule the posts across your social channels to drive traffic to the webinar recording and blog post

This creates a batch of pre-formatted social content to amplify the reach of your webinar content and engage your audience across multiple touchpoints.

Putting Them Together

The Thought Leadership Posts and Social Media Content workflows create a powerful content generation engine for go-to-market teams:

• Repurpose webinars into multiple derivative assets to maximize the value of the content
• Capture authentic thought leadership from subject matter experts while they're "on the mic"
• Align webinars with your broader content strategy to fill gaps and hit key messaging
• Increase the reach and lifecycle of webinar content by publishing derivative assets across various owned and earned channels

Why Copilots Aren't Sufficient

AI copilots like ChatGPT can help with parts of the content repurposing process, but they lack key capabilities that make Copy.ai's purpose-built workflows so valuable for go-to-market teams:

• Extracting the most salient insights from long, unstructured webinar transcripts
• Optimizing content for SEO discoverability and audience engagement on different channels
• Maintaining consistent brand voice and messaging across all assets
• Integrating with the rest of your content operations and go-to-market engine
• Enabling easy collaboration between content, demand gen, product marketing, and sales

Generating derivative content from webinars with a generalist AI copilot would still require significant human effort to prompt the right outputs, format them for different channels, and align everything with your broader GTM strategy.

Looking Ahead

The Content Ops workflows simplify the process of generating thought leadership blog posts and social content from webinars. This frees up time and resources for marketing teams to focus on higher-impact activities:

• Implement a scalable "webinar content repurposing engine" to maximize the ROI of virtual events
• Explore additional high-value content types to generate from webinars like whitepapers, ebooks, infographics and sales enablement assets
• Personalize webinar-derived content and distribution based on target account and persona data
• Analyze content performance data to optimize future webinars and repurposing efforts

Some additional workflows from Copy.ai that could augment this process:

• Top of Funnel SEO Posts to build awareness and drive registration for webinars
• Use Case Content to provide sales with bottom-of-funnel content informed by webinar insights
• Content Distribution to strategically promote webinars and derivative assets across paid and organic channels

The right GTM AI strategy enables B2B SaaS companies to transform webinars from one-and-done events into content generation powerhouses - fueling thought leadership, demand, and revenue growth while eliminating GTM Bloat and accelerating GTM Velocity.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• How AI is Transforming B2B Sales with Morgan J Ingram: Learn how AI is revolutionizing the way B2B sales teams operate and enabling them to be more effective at every stage of the sales process.
• How to Repurpose Interviews with AI Workflows: Discover best practices for using AI to efficiently turn interviews with subject matter experts into multiple content assets like blog posts, social content, and sales enablement collateral.
• Unstoppable Go-to-Market Success with Sangram Vajre: Get insights from the cofounder of Terminus on what it takes to build an aligned go-to-market engine that predictably drives growth.

By leveraging AI-powered workflows to streamline content repurposing and implementing the strategies outlined in these resources, your go-to-market team will be well on its way to unstoppable growth. Book a demo to see how Copy.ai can help you turn webinars into your secret weapon for content, demand gen, and sales enablement.