The webinar you just hosted isn’t just a one-time event. It’s a content goldmine that can drive traffic, generate leads, and build authority for months if you know how to repurpose it.
But repurposing alone isn’t enough. You also have to know where that content needs to show up to actually get results.
It used to be simple: Optimize for Google, rank in search results, get traffic. Done.
That’s no longer the full picture.
In 2026, visibility isn’t limited to traditional search engines. Your audience isn’t just Googling, they’re asking ChatGPT, Perplexity, and Gemini direct questions like, “How do I turn my webinar into content?”
And the answers they see aren’t random. They’re pulled from well-structured, authoritative sources – the exact kind of assets you create when you repurpose a webinar properly.
In other words, webinar repurposing isn’t just about squeezing more value out of your content. It’s about turning one live event into a network of high-quality, structured resources that can rank in search engines and power AI-generated answers.
In this article, you’ll learn 12 proven ways to repurpose your webinars plus the specific tactics that help you gain visibility in AI search in 2026.
Before we dive in, let’s clarify what webinar repurposing actually means.
1. Quickly understand what the webinar was about by providing you with a summary, highlights and impactful quotes
2. Turn the webinar transcript into written content like blog articles, newsletter promotions and more.
3. Create short form clips with branded subtitles that are perfect for sharing on social media
What is webinar repurposing?
Webinar repurposing is the process of turning a single webinar into multiple pieces of content that can be distributed across different platforms and formats.
Instead of letting your webinar live as a single replay link, you break it down, reshape it, and redistribute it to extend its reach and lifespan.
Why should I repurpose my webinars?
Repurposing your webinars is the easiest way to turn content that already exists and give it a new life. You can use repurposed content to drive more traffic to your webinars, increase engagement on social media and improve your follow-up after the webinar is over.
52% of marketing professionals incorporate webinars into their content marketing strategy but on average only 20% of that content is repurposed, that's a lot of meat left on the bone.
1. Maximize the reach of your webinars
Everyone consumes content differently, one person may prefer to watch an in-depth talk on a subject, whereas another person may resonate more with facts and highlights. Spreading your webinar content into different formats offers maximum reach and effectiveness. By repurposing your webinar content, you could increase your audience reach by up to 75%.
2. Save time on your content creation
Coming up with new ideas constantly is stressful, especially when you have a content calendar to fill (and even more if you have a small marketing team). Using repurposed webinar content to fill in the gaps is a great way to relieve the pressure while still putting out high-quality content. A repurposed piece of content can be 10-25% the investment as a brand-new piece for just as good of an output quality.
3. You build authority that both Google and AI recognize
Google has this thing called E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). They use it to figure out if you actually know what you're talking about. AI models look for similar signals.
When you take one webinar and create a blog, an FAQ, social clips, a podcast, and a YouTube video all linking to each other, you're not just making content. You're proving you're an expert on the topic.
Both Google and AI pick up on that.
4. Your Q&A session is a search engine goldmine
Every single question someone asks during your webinar is already a search query.
Your webinar Q&A is basically free keyword research. Real people asking real questions about topics you're already covering. And you've got the expert answers right there in the recording.
When you publish those questions and answers on your website formatted properly as an FAQ page, you're creating content that directly matches what people are searching for. Google's "People Also Ask" boxes pull from this kind of content. AI tools cite it when answering questions.
The difference between winning and losing here is simple: structure. Format your Q&A as a proper FAQ with schema markup (we'll cover exactly how below), and search engines can easily find and serve your answers.
5. You get way better ROI
Every piece of repurposed content costs almost nothing to make, but multiplies what you get back. One webinar becomes 10+ assets. That's 11x more content from the same budget.
Pretty simple math.
Ok, you’ve convinced me to repurpose. But how can I do that?
How to repurpose your webinars
Repurposing a webinar (or any piece of content at that) means adapting it to a different:
- Platform or channel
- Format or type of content
- Stage of the buyer's journey
It's important to keep in mind the objective and destination of a repurposed piece of content. A TikTok style video probably won't have the same effect on your website. And a transcript turned into a long-form piece of content won't work well on LinkedIn.
The core message should stay relatively the same. However, feel free to add a bit more info to make it valuable to the people who attended the webinar too.
Some of the best webinar tools were built with repurposing in mind, allowing you to take your full-length webinar and turn it into different formats for different platforms or stages of the buyer's journey.
12 ways to repurpose your webinar content
Watch the video summarizing 3 of the ways you can repurpose your webinars.
1. Publish the on-demand replay on your website
This is the basics. Before doing anything fancy, make sure people can watch your webinar after it ends.
How to do it: Most webinar platforms (e.g. Contrast) automatically make an on-demand version available on the same link you used for the live event. If yours doesn't, just upload the recording to a video host and put it on your site.
Make it easy for people who registered but couldn't make the live session. This matters because over 50% of webinar views happened after the event in 2025.
Why it works: Your webinar keeps bringing in value without you doing anything else.
Tip to get cited in AI search: Don’t just embed the replay, publish it on a dedicated landing page with a full transcript, a short summary of key takeaways, and a clear list of questions the webinar answers. Use descriptive headings like “What You’ll Learn” and “Who This Webinar Is For,” and add FAQ schema markup for common questions covered in the session.
AI platforms rely on structured, text-based content to understand and extract insights. When your replay page includes crawlable text (not just a video embed), it increases the chances that search engines and AI answer tools can reference, summarize, or cite your webinar in responses.
2. Upload the full webinar to YouTube
YouTube is the second-largest search engine and dominates as the top video source for AI-powered search results.
YouTube is cited 200 times more often than other video platforms in AI search results.
How to do it: Export your webinar and upload it to your YouTube channel. Write a good title and description with relevant keywords. Add timestamps for different sections. Turn on auto-captions.
Why it works: As of early 2026, YouTube videos appear in approximately 20% to 30% of Google AI Overviews, making it the top video source for AI-generated answers, often surpassing traditional text-based sources.
Tip to get cited in AI search: A YouTube video is more likely to be cited in AI answers when it clearly and directly answers a specific question, uses the exact keywords people are searching for in the title and description, includes spoken and on-screen explanations (so it can be transcribed and understood), and provides accurate, well-structured information in a short, focused format. Videos that have strong engagement (watch time, likes, comments), clear credibility (real expertise or data), and are widely referenced or embedded elsewhere are also more likely to be recognized as reliable sources.
3. Turn your webinar into a blog post
Your transcript is full of good stuff: insights, examples, expert takes. Turn that into a blog post that can rank in search.
How to do it: If your webinar platform has built-in repurposing (like Contrast does), this is very easy. Just go to the repurposing section and click to generate a blog post. It'll use your transcript and turn it into proper article format.
If your platform doesn't have this, here's the manual way:
Step 1: Get your transcript
- If your webinar platform provides transcripts, download it
- If not, upload your recording to Otter.ai to get a transcript (it's free for up to 300 minutes per month)
Step 2: Use ChatGPT to turn it into an article
Here's a prompt that you can use. Copy this and customize the parts in brackets:
Turn this webinar transcript into a 1,200–1,500 word blog article.
Target audience: [e.g. SaaS founders, HR leaders, marketers]
Goal: [educate / generate leads / thought leadership]
Tone: authoritative, conversational
Structure:
- Compelling introduction
- Clear H2 sections based on key ideas
- Bullet points where helpful
- Practical examples
- Actionable takeaway or conclusion
Transcript:
[PASTE TRANSCRIPT]Tip: Create a ChatGPT Project for webinar repurposing so you don't have to paste the same instructions every time. Just drop in new transcripts and it'll follow your format automatically.
Step 3: Edit and polish
Don't just publish what ChatGPT gives you. Read through it, fix anything that sounds off, add your own voice, and make sure the examples make sense. Add relevant links, images, or data.
Step 4: Embed the video
Stick the webinar video at the top of the blog post so people can watch instead of read if they prefer.
Why it works: Turning a webinar into a blog works because all the useful insights, stories, and examples are already there, you just put them into a format people (and search engines) can easily read. It makes your content searchable, shareable, and evergreen, so one webinar keeps bringing value long after it’s over.
Tip to get cited in AI search: Use clear H2 and H3 headings. AI models rely on header structure to understand your content. The better organized your article is, the more likely ChatGPT or Perplexity will cite it when answering related questions. Also, front-load important information because AI tools often pull from the first few paragraphs when generating answers.
4. Turn your webinar into a newsletter post
Got a newsletter on Substack or Beehiiv or in any other platform? Your webinar is perfect content for your next issue.
Your newsletter subscribers might not even know you ran a webinar. You're not sending a "recap", you're creating a standalone piece of valuable content that happens to come from your webinar.
How to do it: If your webinar platform has built-in repurposing (like Contrast does), you can generate newsletter content in one click. It'll pull the key insights and format them for you.
If you're doing it manually or want more control over the angle:
Step 1: Pick your angle
Don't just summarize the whole webinar. Pick one strong angle from it:
- The most surprising insight
- A controversial take from a speaker
- A framework or process you discussed
- The answer to a common question
Step 2: Write it like original content
Your newsletter post should stand on its own. Most readers won't know (or care) that it came from a webinar. Format it like you normally write your newsletters.
Step 3: Embed clips or quotes
Instead of linking to a full 60-minute webinar, embed a 2-3 minute clip that illustrates your main point. Or pull a strong quote from a speaker. This gives visual interest without asking people to watch a long video.
Step 4: Publish and promote
Post it to your newsletter platform. Share it on social. This is evergreen content now.
Why it works: Newsletter readers want valuable insights, not event recaps. When you package your webinar content as a standalone piece, you're giving them something useful while getting way more mileage from the original event. Plus, Substack and Beehiiv posts can rank in search and get discovered by new readers.
Tip to get cited in AI search: Newsletter platforms like Substack publish to public URLs that get indexed by Google and AI search tools. Use clear headlines with keywords, break up text with subheadings, and front-load your main insight. When AI tools scan for expert content on your topic, your newsletter posts can get cited just like blog posts.
5. Create short clips for social media
Your hour-long webinar has tons of moments worth sharing. Find them, cut them, and post them on social.
How to do it: Look for the best parts of your webinar: great quotes, surprising stats, useful tips, funny moments. Make 30-90 second clips with captions (most people watch social videos with sound off).
Tools like Contrast make this easy. It uses AI to suggest good clips based on your transcript. You can brand them and export in minutes.
Why it works: Short clips get attention at the top of the funnel. Each one can pull people to the full webinar or your website.
Tip to get cited in AI search: To get AI to cite your short clips, make vertical videos under 60 seconds with a strong hook, clear captions, and keywords. Add a descriptive title, and transcript, and share or embed the video widely so it’s easy to find and reference.
6. Turn the Q&A into an FAQ page
This is super underrated but really powerful for AI search.
How to do it: Look at every question from your webinar. Format them as a clean FAQ page with the questions as headings and clear answers below each one.
Use FAQ schema markup (JSON-LD) so search engines and AI understand the structure. If that sounds technical, most website platforms have plugins that do this for you.
Why it works: People ask Google and AI tools real questions. Your FAQ page directly answers those questions, making it super easy for both systems to recommend your content.
Tip to get cited in AI search: FAQ pages with proper schema are gold for AI search. When someone asks ChatGPT or Perplexity a question that matches one of yours, your content becomes a top candidate to get cited. This is honestly one of the easiest ways to win in AI search.
7. Extract the audio from your webinar and make a podcast episode
If you're running a podcast (or thinking about it), your webinar audio is ready to go.
How to do it:
- Direct download (if supported): Export the audio file from your webinar platform.
- Alternative method (if direct download isn’t available): Use a tool like Veed to extract audio from your recorded webinar video.
Once you have the audio:
- Add a short intro and outro for context
- Remove long pauses or technical hiccups
- Export and upload to platforms like Spotify, Apple Podcasts, etc.
Tip to get cited in AI search: Write good description with a summary and key takeaways. AI tools are starting to pull from podcast descriptions when answering questions, so don't skip this part.
8. Make social graphics with key takeaways
Turn your best stats, quotes, and insights into visuals that actually stop people from scrolling.
How to do it: Pull compelling numbers or memorable quotes from your webinar. Design clean graphics using Canva or whatever tool you like. Post them on LinkedIn, Instagram, Twitter.
For LinkedIn, try making multi-slide PDFs that people can swipe through.
Why it works: Visual stuff gets way more engagement on social. Each graphic can drive traffic back to your full webinar, blog, or site.
Tip to get cited in AI search: AI can't "see" images yet, but it reads your captions. Write clear descriptions of what's in the graphic. This helps your content get found and cited.
9. Clean up your slides into a PDF
Your presentation slides already exist. Just clean them up a bit and offer them as a resource.
How to do it: Go through your webinar slides and remove any that only make sense when someone's talking. Add short captions where needed. Export as PDF and put it up as a download or shareable file.
You can also upload to SlideShare or LinkedIn for extra reach.
Why it works: Slide decks are easy to skim and share. They work great as follow-up for attendees or standalone content for people who prefer visuals.
Tip to get cited in AI search: PDFs on public platforms get indexed. Make sure yours has a clear title, relevant keywords, and a summary page explaining what's inside.
10. Turn your webinar into an ebook
How to do it: After your webinar, take the transcript (we already covered how to do this) and paste it into an AI tool like Claude or ChatGPT with a prompt like: "Turn this transcript into a structured guide with chapters, an intro, and a conclusion." From there, clean up the language, add headers for each major section, and include any slides or visuals you used as supporting graphics. Export it as a PDF – that's your ebook. Tools like Canva, Gamma, or Notion can make it look polished without a designer.
Why it works: A webinar is already a complete piece of content. You've structured an argument, answered objections, and explained a topic from start to finish. An ebook just packages that existing thinking into a format that lives permanently on the web and can be indexed, crawled, and cited.
Tip to get cited on AI search: Publish a free, ungated HTML version of the guide on your website, not just a PDF download. AI crawlers like the ones powering Perplexity and Google's AI Overviews can't read locked PDFs, but they can read a webpage. Structure each chapter as its own clearly labeled section with descriptive H2 headings (e.g., "How to repurpose a webinar into an ebook"), and open each section with a one-sentence direct answer before expanding.
You can also use your presentation slides as the backbone of your ebook — you don't have to start from the transcript alone. Your slides already have the structure built in: each slide is essentially a chapter heading, and the talking points you delivered around it become the body content. Just go slide by slide, expand each point into a paragraph or two, and you've got a fully formed guide with almost no restructuring needed. It's one of the fastest ways to turn a webinar into a polished document because the outline is already done.
11. Run simulated live webinars with your recording
Want more registrations without hosting another live event? Turn your recording into a "simulated live" webinar.
How to do it: Platforms like Contrast let you do this. Schedule your pre-recorded webinar to play at a set time. People register and "attend" like it's live. You can still interact through chat in real time.
Why it works: You get all the benefits of a live event: urgency, engagement, registrations, without the production work. You can run the same great webinar multiple times for different audiences.
Tip to get cited in AI search: Each simulated webinar creates new registrations, engagement data, and potentially new Q&A content you can repurpose again. More events = more content = more chances to show up in search.
12. Share screenshots on social media
Sometimes the simplest stuff works best. A screenshot from your webinar with a good caption can get real engagement.
How to do it: Grab screenshots during your webinar: poll results (On Contrast you can download a nicely designed image with your poll results directly from the platform), moments when people are laughing, interesting slides, active chat. Post them on LinkedIn, Twitter, or Instagram with some context about what happened.
Why it works: Screenshots feel real and authentic. They give people a peek into what they missed and create FOMO. Plus they take literally 30 seconds to make.
Tip to get cited in AI search: Social posts with detailed captions get indexed. When you explain what the screenshot shows and why it matters, you're giving AI models context they can use when pulling relevant content.
For the post's message you'll want to be strategic. What's your goal here? Do you want to drive more people to register to the on-demand webinar? Or perhaps build community and thank your speaker(s) publicly. Up to you.
Checklist for repurposing webinar content
Here's how to make this a regular thing:
Right after your webinar:
- Download the recording and transcript
- Set up the on-demand replay
- Upload to YouTube
- Make 3-5 short clips for social
First week:
- Write the blog post
- Set up the FAQ page
- Pull the audio for your podcast
First month:
- Design some social graphics
- Clean up the slide deck
- Schedule your first simulated webinar
Keep doing:
- Watch what performs best
- Do more of what works
- Use what you learn for your next webinar
The trick is having a system. Don't start from scratch every time. Build templates, reuse your process, and you'll get faster as you go.
One tool to run and repurpose webinars
You can do all this using 5 different tools, paying for 5 different subscriptions, or you can use Contrast to handle everything related to your webinars.
Contrast makes it easy to run engaging and branded live webinars. After the webinar is over, you easily turn it into 10+ content pieces like blog articles and clips for social media.
Repurpose Ai makes it easy to:
- Quickly understand what the webinar was about by providing you with a summary, highlights and impactful quotes
- Turn the webinar transcript into written content like blog articles, newsletter promotions and more.
- Create short form clips with branded subtitles that are perfect for sharing on social media
Sign up now and try it with an old webinar. No credit card needed.
Frequantly asked questions (FAQs)
Q: What is webinar repurposing?
It's taking your webinar recording and turning it into different types of content: blog posts, social clips, podcasts, FAQ pages, newsletter posts. You're transforming one piece of content into multiple formats so you can reach more people and get more value from the work you already did.
Q: How does repurposing help with AI search?
AI tools like ChatGPT and Perplexity need well-structured content to give good answers. When you repurpose your webinar into things like blog posts with clear sections, FAQ pages with proper formatting, and videos with transcripts, you're creating exactly the kind of content these AI systems look for and cite.
Q: Which formats work best for getting found by AI?
Blog posts with good headings, FAQ pages with schema markup, YouTube videos with full transcripts and chapters, and podcast show notes with detailed summaries. All of these are easy for AI to read and reference.
Q: How long does it take to repurpose one webinar?
If you have a platform with built-in repurposing features, you can create a blog post, newsletter content, and 5-10 clips in about 30 minutes. Doing it manually with ChatGPT and basic tools takes 3-5 hours. The first time takes longer, once you have a system, it gets way faster.
Q: Do I need to repurpose every webinar I run?
No. Start with your best-performing webinars. If a webinar flopped or the topic is super time-sensitive, it's probably not worth the effort. Focus on content that'll stay relevant for at least 6-12 months.
Q: Can I repurpose old webinars I ran months or years ago?
Yes. If the content is still relevant, old webinars are perfect for repurposing. Actually, they're often better because you already know which topics resonated. Just update any outdated stats or references before you publish the repurposed content.
Q: What if my webinar had low attendance? Is it still worth repurposing?
Yes. Low attendance doesn't mean low value. Some of the best content gets missed by people who couldn't make the live time. Repurposing gives that content a second (and third, and fourth) life. A webinar with 50 live attendees can reach thousands through blog posts, social clips, and search.
Q: How do I handle speaker permissions when repurposing?
If you had guest speakers, let them know upfront (ideally before the webinar) that you'll be repurposing the content. Most speakers appreciate the extra exposure. Give them a heads up before you publish, tag them when you share clips, and they'll often help promote the repurposed content.
Q: How do I measure if repurposing is working?
Track these: Blog post traffic from organic search, social clip engagement rates, FAQ page rankings (use Google Search Console), on-demand webinar views over time, and ultimately leads generated from each format. Compare the effort you put into repurposing against the leads/traffic you get back. If one format consistently outperforms, do more of that.
