The Goal

Financial crime compliance is a niche audience with a low tolerance for fluff. To reach them, Hawk needed to show up where they were already paying attention — and with something worth their time.

We partnered with ACAMS, the leading professional association for AML practitioners, to host a webinar on using AI to detect financial crime. ACAMS gave us distribution and credibility. Our Chief Product Officer — with deep expertise in entity resolution and a background in AFC at a major bank — gave us the substance. The webinar was the main event, but the content was good enough that we didn’t want it to live and die in a recording nobody would watch twice.

The Plan

Two goals, one piece of content. The webinar itself was demand gen: ACAMS distributed it to their audience, we captured attendee data for nurture. But the CPO’s insights deserved a longer shelf life, so we repurposed the webinar into a written piece to drive organic search traffic long after the live event was over.

The Process

After the webinar wrapped, I used the slide deck as the structural backbone and fleshed out each section with written content. The graphics were a production challenge — I built some myself using the slide assets and hired a designer to produce the rest. It wasn’t glamorous work, but the output looked like it was.

The Results

The webinar was Hawk’s best-attended to date. The repurposed written piece generated strong organic traffic — proof that good content, properly reformatted, can keep working long after the Zoom call ends.

The Learnings

• Webinars are an underutilized content asset. Most companies treat them as one-and-done. The recording sits in a folder somewhere and quietly becomes a digital artifact nobody asked for. If the content is strong, repurpose it aggressively.


• Slides are a surprisingly good editorial framework. The structure is already there — someone thought hard about the narrative arc when they built the deck. Starting from slides rather than a blank page saved time and produced a more coherent piece.


• Know what you can produce yourself and where to bring in help. I handled some of the graphics. For the rest, I hired a designer. Knowing that line — and not pretending it doesn’t exist — is how you ship something that actually looks good.

The Work