Look, I know how it goes. You spend weeks prepping for a webinar. You stress over the slides, you worry if anyone will actually show up, and then you spend an hour talking your head off to a screen.
Then what happens?
Usually, nothing. You send out a replay link to the people who missed it, maybe one or two people email you a question, and then that video sits in a folder on your computer forever. It’s a massive waste of time and money.
If you’re running a business here in Brisbane, you don’t have time to be a full-time content creator. You’ve got jobs to quote, staff to manage, and fires to put out. You need your marketing to work harder so you don’t have to.
That’s where repurposing comes in. It’s a fancy word, but it basically just means taking one thing you’ve already done and slicing it up into twenty other things that help you get more bookings.
Here’s my honest take: if you aren’t turning your webinars into other types of content, you’re basically throwing half your marketing budget in the bin. Let’s talk about how to stop doing that.
Why Most Business Owners Get This Wrong
Most people think that once the webinar is over, the job is done. They think the value was in the live event.
But honestly? Most of your potential customers didn't see it. They were busy. They were picking up the kids, or they were on a job site, or they just plain forgot.
If you only use that information once, you’re missing out on about 90% of the value. You’ve already done the hard work of researching the topic and explaining it clearly. Now you just need to put it where people will actually see it.
We see this all the time with our clients. They feel like they need to keep coming up with new ideas every single week for Facebook or their email list. You don't. You just need to take the gold you shared in that one video and spread it around.
Step 1: Turn the Video into Words
The first thing I tell anyone is to get that video transcribed. Don't do it yourself—that's a nightmare. Use a cheap service or an AI tool to turn your speech into text.
Once you have that text, you have the raw materials for about five different blog posts.
Instead of writing random blogs that don't go anywhere, you can take the specific questions people asked during the webinar and turn them into dedicated articles.
Think about it. If someone asked a question during your live session, it’s a safe bet that ten other people in Brisbane are typing that same question into Google right now. When you answer those questions on your site, Google likes it, and more importantly, your customers trust you more.
Step 2: The "Short and Sharp" Social Strategy
Nobody is going to watch a 45-minute replay on Facebook. It’s just not going to happen. People are scrolling while they’re waiting for their coffee at a cafe in Milton; they’ve got thirty seconds, tops.
Take your webinar recording and find three or four "gold nuggets." These are the 60-second clips where you explained something really well or solved a common problem.
Post these as Reels or TikToks. Add some captions so people can read along while they’re on the bus. This is how you stay top-of-mind without having to film something new every morning.
I’ve seen businesses get more phone calls from a one-minute clip of a webinar than they did from the actual live event itself. It’s all about making it easy for people to consume.
Step 3: Use the Questions to Sell
The Q&A at the end of a webinar is a goldmine. This is where people tell you exactly what’s stopping them from buying from you.
Maybe they’re worried about the cost, or how long the job takes, or if you’re insured.
Take those questions and turn them into an email series. Send one email a week for a month, each one answering one specific question from the webinar. This is the best way to turn customers' questions into actual enquiries. It shows you know your stuff and you aren't hiding anything.
"Stop trying to be a filmmaker and just focus on being the expert; one decent video of you actually solving a problem is worth more than fifty polished ads that say nothing."
— Daniel Cooper, Growth Marketing Lead
Step 4: Don't Forget the Visuals
If you used slides in your webinar, don't delete them. Take the best charts or checklists and turn them into images for Instagram or LinkedIn.
People love a good checklist. If you’re a builder, a "5 Things to Check Before You Renovate" slide is pure gold. It’s helpful, it’s easy to share, and it makes you look like the pro you are.
If you can, try to include real customer photos in those slides or posts. Showing a photo of a job you actually did in Coorparoo or Indooroopilly while you’re explaining a technical point makes it real for people. It proves you’re not just talking—you’re doing the work.
The Honest Truth About the Cost
Is this going to cost you money? If you do it yourself, it costs you time—which, let's be honest, is usually more expensive.
If you hire an agency or a freelancer to do the slicing and dicing for you, you might spend a few hundred bucks. But compared to the cost of running a whole new marketing campaign from scratch, it’s a bargain.
Our clients usually see the best results when they commit to one big piece of content (like a webinar or a long video) once a month, and then let us turn that into their entire social media and email calendar. It saves them hours of thinking "what should I post today?"
Will This Actually Make You Money?
This is the only question that matters.
Repurposing isn't about "getting likes." It's about being everywhere your customer is.
When a local homeowner sees your short clip on Facebook, then gets an email from you answering a question they had, and then finds your blog post when they search Google—you've won. You’ve built enough trust that when they’re ready to spend money, they call you, not the guy who just posts "call for a quote" every day.
You have to make sure your marketing is making money rather than just adding to the noise online. Every piece of content you pull from that webinar should have one goal: getting someone to pick up the phone or fill out your contact form.
What You Should Do First
If you’ve got an old webinar recording sitting on your hard drive, don't let it rot.
1. Get it transcribed. Use a tool like Otter or Rev. It’ll cost you twenty bucks. 2. Find three short clips. Look for parts where you were really fired up or explained something clearly. 3. Write down the questions. List every question people asked and make sure those answers are on your website.
Don't overthink the editing. It doesn't need to look like a Hollywood movie. In fact, if it looks a bit raw and real, people usually trust it more. They want to see the person behind the business, not a polished corporate robot.
Stop Wasting Your Best Stuff
Most business owners are sitting on a mountain of great advice that they only ever share one-on-one with clients. That’s a mistake.
You should stop giving your best advice away for free in private and start putting it out where it can work for you 24/7. A webinar is just a structured way to get that advice out of your head and into a format that can be shared.
Once it’s recorded, that video is an asset. It’s like a salesperson who never sleeps. But it only works if you put it in front of people in a way they want to consume it.
My Recommendation
If you're too busy to do this, that's fine. Most of our clients are. But don't just ignore it.
Pick one video you’ve done recently. Just one. Give it to a staff member or a local marketing mate and tell them to give you five social posts and two emails out of it.
See what happens. I bet you’ll get more engagement and more phone calls from those five posts than you have from anything you’ve posted in the last month.
Marketing doesn't have to be complicated. It just has to be smart. Stop trying to reinvent the wheel every week and start using the gold you’ve already got.
If you want to chat about how to make your content actually work for your business, give us a shout at Local Marketing Group. We’re happy to take a look at what you’re doing and tell you straight if it’s a waste of time or a winner.