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Repeating Yourself Isn’t A Sin

Repeating Yourself Isn’t A Sin

Content Marketing. Means of business interaction with customer - vector illustration

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 an engaged fan base, 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. On the contrary — having a solid, clearly defined, overarching 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 and truly resonates with your audience, you should take every (appropriate) opportunity to hammer that messaging home so that your brand and product promise is correlated with this idea. In the same way, having a few consistent pieces of anchor content can actually be good for you, since it serves as an axis that your other content rotates around.

Recycling Topics
With so many companies developing a quarterly, monthly, or even weekly webinar series, we’re starting to see people struggling to come up with fresh topics for all their webinars.

But here’s something to consider: maybe you don’t always have to come up with an entirely new topic.Some of our most successful webinars are recurring events that we hold every year. Our Webinar Benchmarks Report webinar is a recurring 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 have proven to resonate with your fans that can also be refreshed with new statistics 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 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 for on-demand viewing 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 and I needed a refresher, or I wanted to share it with my teammates.

But you shouldn’t stop there. You can also export your webinars to video sharing platforms like YouTube and Vimeo. Publish your presentation deck to 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. And of course, all of this can be posted to social media, directing back to the fuller anchor piece of content, which in this case is the webinar. Bring in a subject matter expert and host a Twitter chat on the topic with questions taken from the Q&A and create a wrap up blog post with screenshots of interesting tweets and takeaways.

In short, there’s nothing wrong with repeating yourself — as long as you’re saying something valuable every time, in a time and place where it adds something to the conversation.

Revisiting old events is just one idea for sourcing great webinar topics, but there are so many more! Check out 10 Secrets for Creating Great Webinar Content if you’re searching for an idea for your next event.

Carole Snitzer