Apr 30, 2025 10:50:46 AM

Article: B2B Events + AI = Your Content Marketing Multiplier, if You Know This Secret

Bob Hanson, Creator Must-See Webinar System

Five Simple Steps to Multiply Event Reach with AI

Imagine you are at #RSAC this week and put weeks and weeks of work into perfecting your show strategy, booth presentation and demo.

Your booth presentation is a home run and of the estimated 45,000 attendees it gets in front of 1,000 (swipes).

There are many requests for detailed demos and sales meetings.

But what next?

(You may only have reached 2% of the conference and likely well under 1% of your TAM or ICPs.)

How can you get your winning presentation in front of the other 99% of the market, including when your best prospects are ready to buy?

What’s the secret to turning successful, one-off in-person or virtual events into a Content Marketing Multiplier?

The Secret = Repurpose Your Winning Event with AI through Video!

Here’s a simple, five-step system to explode your event content marketing engine.

(Be sure to wear your seatbelt when you press the accelerator!)

1. Your Event or Webinar, Create Evergreen Video Marketing Campaign

This could be a booth presentation, workshop, dinner event, or webinar in any stage of the buyer or customer journey.

The key is to test and prove your presentation in front of a live audience FIRST to ensure it attracts, engages, and converts.

A presentation that does not attract your target audience or fails to convert attendees to action will be like multiplying zeros.

Polish/edit the video as needed. Use AI if you like.

Leverage AI to create your evergreen/on demand marketing campaign to get in front of new prospects 24/7/365, when they are ready to buy.

2. Repurpose the Event Video as much as 12x Into Segment and Snippets

Leverage your favorite video editor or AI video tool to create segments and snippets.

Like rabbits multiply, see if you can get a 12x multiple, 12 shorter videos from the event video.

For example, a customer presentation can be a case study video.

Q and A can be a Sales FAQ video and each question is a candidate for a video snippet.

Any demonstrations or stories can be video segments or Short for the web or YouTube, etc.

3. Repurpose the Event Video AI TRANSCIPTION = 12x Written Content

Each data point or statistic, chart or slide could be a visual and social post.

Case study examples should be written case studies.

Compelling product overviews, demonstrations or ROI discussions can be website content.

Questions and sales objections can be sales/product FAQs.

Each of the above could be a standalone marketing or sales email or the basis for a blog or article, meaning a series of communications.

4. Full Webinar Visuals, Transcripts are eBooks/White Papers/Lead Magnets

The full slides and transcript can power long-format written content.

Folks like @David Rogelberg of Mighty Guides create Webinar eBooks.

Mid-funnel events/webinars, which are the most popular type, can be lightly edited and augmented to become thought-leader or TOFU content assets.

I create a lot of TOFU White Papers/Lead Magnets and their companion marketing programs directly from mid-funnel webinar videos and their AI transcripts.

5. Power a Robust Webinar Program with a Single Event Video

A single event video can spawn a full webinar series.

For example, the slides and transcript/talk-track can be re-used as a live webinar.

Marketers can also run Video + Live Q&A.

My favorite format is to take a longer webinar or event, 45 to 60 minutes, and edit to 20 to 25 minutes of dense video content and then transition to 5 to 20 minutes of Live Q&A.

Some conference or webinar videos can also be re-purposed entirely as “virtual-live” webinars.

For example, international organizations can repeat programs on different days/times and even in different languages for other regions.

Finally, many companies build an in-person roadshow, podcast series, or webinar series from a single event.

Email or DM for a 1:1 to discuss an AI Marketing Multiplier on your recent event.