How To Repurpose Video Content material for Greater and Higher Outcomes

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Video is a necessity in your advertising and marketing technique now, given that folks now watch extra of it than ever.
With social feeds swamped with this must-have content material, you’ll be able to’t stand out if you happen to compromise on high quality. However movies that affect take time to create – planning, scripting, recording, enhancing, and every little thing in between.
To get the utmost return for all that work, ensure you repurpose your high quality movies (each those you’ve created and any you propose to create.) I’ll present you methods to create many sorts of content material from a single video (and why it’s best to).
First, I’ll clarify my definition of content material repurposing.
What’s content material repurposing?
Content material repurposing includes turning a bit of content material into totally different media to be used throughout a number of platforms. It includes considering creatively about speaking your message in numerous codecs and places, so you’ll be able to attain and join with extra individuals.
Content material might be multifunctional. A YouTube video doesn’t must solely stay on YouTube. It might develop into a weblog submit, a podcast episode, a social media graphic, a LinkedIn submit, or perhaps a meme or GIF.
Repurposing video content material frees your technique from relying strictly on an viewers of YouTube followers or video lovers to find your content material. Your repurposed video content material can seize the eye of social media customers, podcast listeners, weblog readers, and so on.
However don’t suppose content material repurposing is a buzz phrase for copying and pasting. Content material repurposing, if performed nicely, is a strategic and artistic course of.
Every repurposed piece requires time, power, creativity, and technique. The distinction is you’re not ranging from scratch. You’ll be able to develop or decrease factors and worth throughout the authentic content material to create new platform-specific content material.
Repurposing your content material expands and reinforces your concepts and presence on a number of touchpoints. By various lengths and codecs for varied platforms, you attain audiences:
- The place they eat content material
- In codecs they like
- Who’ve a couple of studying fashion
I’ll share some concepts and examples for repurposing your video content material. Select the choices that take advantage of sense in your content material advertising and marketing technique.
#Content material repurposing isn’t a buzz phrase for copying and pasting – it’s a strategic and artistic course of, says @Content10X through @CMIContent. Click on To Tweet
Methods to determine on codecs and platforms
Nobody is aware of higher than you the place your viewers hangs out and the way they eat their content material, so use that data to information your repurposing plans.
Ask your self:
- Who’s your viewers? Who’s consuming your content material, and how are you going to align your model’s messaging with their wants and expectations?
- The place do they eat probably the most content material? When you might have recognized a target market, align your content material technique with their preferences. This ensures you get probably the most engagement, and your message can be seen by the proper individuals of their most popular format.
- What assets do you might have? Do you might have the price range to outsource, or does repurposing rely on what you’ll be able to create?
Let your solutions information the place your content material ought to seem, and as your viewers grows and diversifies, so are you able to.
Plan a different content material menu
Think about your content material as a menu designed to attraction to various urge for food sizes and palate preferences. Supply a mixture of content material nibbles (suppose tweets and Instagram Tales), starters (Twitter threads, Instagram picture carousels), mains (long-form articles, white papers, e-books, podcasts), and desserts (checklists, swipe recordsdata).
Folks could begin consuming your content material in any of those programs, so make sure that to incorporate calls to motion (CTA) that permit your content material diners know what else is on the menu.
Think about your #ContentMarketing as a menu. Repurpose your video content material to serve various urge for food sizes and palate preferences, says @Content10X through @CMIContent. Click on To Tweet
Nibbles and starters
Nice short-form content material whets individuals’s urge for food (and curiosity) for extra, they usually’re an effective way to draw the eye of people that aren’t but a part of your viewers.
You see quick movies in all places, from TikTok to YouTube Shorts, Instagram Reels, and even on Pinterest. In keeping with HubSpot’s 2022 Social Media Advertising Report, short-form video has the best ROI in comparison with another sort of social media content material.
Lengthy-form video is comparatively simple to repurpose as short-form movies for social media platforms. Simply contemplate the next elements:
- Dimensions: Tailor every video’s dimensions to the goal platform. Sproutsocial.com has an in depth, commonly up to date social media video specs information with all the foundations, sizes, and dimensions.
- Captions: Subtitles or captions enable individuals to grasp the movies with the pontificate. It additionally creates an inclusive expertise for individuals with listening to impairments.
- Standalone value-add: The toughest a part of repurposing long-form movies into shorter clips is deciding what to incorporate. In the end, you need standalone clips that entertain, educate, and encourage.
You too can flip your lengthy video into shorter textual content -or image-based content material for social platforms. Listed below are some choices for serving these content material appetizers (the picture above exhibits just a few examples).
Tweets and threads
Listed below are just a few concepts to repurpose your movies into content material for Twitter (if you happen to and your viewers are nonetheless utilizing that platform).
- Break your video message into text-only tweets.
- Write a thread based mostly on the primary concepts out of your video.
- Submit the graphics.
- Share bite-sized clips out of your essential video.
- Create GIFs out of your video.
Instagram or LinkedIn carousels
In case your video is full of suggestions, steps, and how-tos, showcase them as picture carousels on LinkedIn or Instagram.
In keeping with Search Engine Journal, carousels have a median engagement of 1.92% in comparison with 1.74% for photographs and 1.45% for movies, just because viewers have extra content material to interact with – to not point out the carousels can seem a number of occasions within the feed.
Use probably the most participating quotes and screenshots, and if you happen to’ve created graphics for social, tweak them in your carousels.
TIP: Repurpose your Instagram carousel right into a LinkedIn carousel by saving the photographs as a single PDF doc and making a doc submit on LinkedIn.
Instagram and Fb tales
In keeping with Buffer, 500 million individuals create and watch Instagram Tales on their cell gadgets daily, and Fb Tales entice roughly the identical quantity.
Edit lengthy movies into quick, vertical movies. Use options like hyperlink stickers, polls, score sliders, ask me something, and surveys to make this content material extra interactive.
Instagram or Pinterest graphics
Spotlight your core factors in a single or sequence of graphics.
An inspiring quote, a useful tip, an attractive query, or an answer to an issue coated in your video all make nice repurposed content material for visible platforms like Instagram and Pinterest.
Face-to-camera dwell video
Livestreams are nice for participating together with your viewers and constructing a group. Whereas this isn’t repurposing in its strictest sense, it’s taking one concept out of your video and making it go additional.
Deal with a theme out of your authentic video in a livestream, participating together with your viewers in regards to the subject.
You’ll be able to go dwell on many platforms, together with YouTube, LinkedIn, Fb, Instagram, and TikTok. Plus, your dwell video might be downloaded and repurposed, too.
Reddit and Quora posts
Reddit won’t be high of your record for distributing video content material. But it surely has a robust, passionate viewers of 52 million lively customers and a discussion board for each topic. You might host an ask-me-anything (r/AMA) thread in your video subject or submit a snippet of your repurposed weblog submit accompanied by a graphic.
Nevertheless, it’s essential do your homework earlier than you get on Reddit, as its customers are famously illiberal of content material that’s irrelevant or ineffective to them. Keep away from content material that appears like an advert, all the time guarantee your content material supplies worth, and search for distinctive methods to interact the group round your content material.
On the question-and-answer website Quora, you’re nearly assured to seek out questions associated to your subject, regardless of how obscure. Greater than 300 million individuals go to the platform every month, so it might be the prime location to display your experience.
Goal threads associated to your subject, repurposing your video into authoritative, participating solutions.
Earlier than you repurpose video #Content material on Reddit, make sure that it supplies worth and engages the group in a novel method, says @Content10X through @CMIContent Click on To Tweet
Fundamental dishes
Not everyone prefers video, and a few solely desire it in sure conditions. Repurpose your long-form video into textual content and audio choices to fulfill extra of your viewers. Listed below are some choices to think about:
Podcast episodes
In case your video doesn’t rely on visuals, the audio alone holds worth. You might flip it into an episode of your commonly scheduled podcast.
Whereas video typically requires a stationary viewers, podcast listeners are out and about. These individuals won’t have half-hour to look at a video, however they may take heed to a 30-minute podcast episode whereas commuting to work, wandering across the grocery retailer, strolling the canine, and so on.
Repurposing a video right into a podcast episode begins with changing it to an audio file. Chances are you’ll have to finesse parts to make it work – be extra descriptive in some locations or take away references to visuals in others. Think about an intro and outro and midrolls too.
TechSmith, one in every of my firm’s purchasers, repurposes their livestream interview sequence as YouTube movies, then strips out the audio to make use of within the firm podcast.
Weblog posts
The ability of the written phrase stays robust, and a weblog submit can have as a lot affect and authority as a video.
You can also embed the video into the weblog submit so your readers. Nevertheless, it’s protected to imagine not everybody will watch it, so the weblog submit ought to make sense and add worth by itself.
An alternative choice is to develop on the video’s details to create a weblog submit impartial of the video. Go into much more element in regards to the subject than the video offered and add hyperlinks to different content material to offer most worth to your readers.
TechSmith turned that very same livestream/YouTube video sequence and podcast into an article on the corporate weblog.
E-book chapters and e-books
For those who’ve received a handful of movies with a standard theme, you’ve already received the makings of a very good e-book. Every video might be repurposed as a chapter. If this course of reveals gaps in your content material, you’ll be able to create new movies to fill them.
On-line programs
In keeping with Statista.com, the worldwide e-learning market is forecast to succeed in nearly $400 billion by 2026. In order a content material marketer, it is smart to repurpose your movies into a web-based course.
Look by means of your archives and analytics to establish your most participating movies. Take into consideration what you get requested again and again. That is the subject in your course.
Put your movies collectively in a concise, easy-to-use, manageable method that informs and educates. For those who give your prospects precisely what they want, they usually go away realizing precisely what they should know, you’ve performed your job.
Desserts
For individuals who need a bit extra after the primary course, consider one thing to supply because the icing on the cake. Flip the ideas and graphics from the video into an infographic, template, or a easy guidelines that retains the details (and your model) high of thoughts.
Infographics present an important visible snapshot of content material that’s not simply simple to eat but additionally extremely shareable.
Don’t overlook to additionally repurpose these dessert gadgets into the related essential programs comparable to weblog articles, e-books, guide chapters, and so on.
Take advantage of high quality components
With content material repurposing, ensure you’re beginning with high quality components. Don’t repurpose lackluster movies. That’s like distributing free samples of mediocre meals – you received’t persuade extra individuals to order the entire dish.
Then don’t let your high quality components go to waste. Earlier than creating new content material from scratch, take into consideration whether or not you have already got a high-quality video you may repurpose.
And each time you create a brand new video, plan methods to repurpose it.
Strive a few of the concepts I’ve shared, and also you’ll have whipped up a content material banquet earlier than it.
Cowl picture by Joseph Kalinowski/Content material Advertising Institute
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