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 may’t stand out in the event you compromise on high quality. However movies that affect take time to create – planning, scripting, recording, enhancing, and all the things in between.
To get the utmost return for all that work, be sure you repurpose your high quality movies (each those you’ve created and any you intend to create.) I’ll present you learn how 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 chunk of content material into totally different media to be used throughout a number of platforms. It includes considering creatively about speaking your message in several codecs and places, so you may attain and join with extra folks.
Content material will be multifunctional. A YouTube video doesn’t need to solely stay on YouTube. It might probably grow to be a weblog publish, a podcast episode, a social media graphic, a LinkedIn publish, 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 many others.
However don’t suppose content material repurposing is a buzz phrase for copying and pasting. Content material repurposing, if achieved effectively, 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 may increase or decrease factors and worth throughout the unique 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 numerous platforms, you attain audiences:
- The place they devour 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 on 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
The right way to resolve on codecs and platforms
Nobody is aware of higher than you the place your viewers hangs out and the way they devour their content material, so use that information 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 devour essentially the most content material? When you’ve gotten recognized a target market, align your content material technique with their preferences. This ensures you get essentially the most engagement, and your message will probably be seen by the appropriate folks of their most popular format.
- What sources do you’ve gotten? Do you’ve gotten the price range to outsource, or does repurposing rely on what you may 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).
Individuals could begin consuming your content material in any of those programs, so be certain to incorporate calls to motion (CTA) that allow 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 folks’s urge for food (and curiosity) for extra, and so they’re an effective way to draw the eye of people that aren’t but a part of your viewers.
You see brief movies all over the place, from TikTok to YouTube Shorts, Instagram Reels, and even on Pinterest. Based on HubSpot’s 2022 Social Media Advertising Report, short-form video has the best ROI in comparison with every other kind 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 components:
- Dimensions: Tailor every video’s dimensions to the goal platform. Sproutsocial.com has an in depth, usually up to date social media video specs information with all the foundations, sizes, and dimensions.
- Captions: Subtitles or captions permit folks to know the movies with the pontificate. It additionally creates an inclusive expertise for folks with listening to impairments.
- Standalone value-add: The toughest a part of repurposing long-form movies into shorter clips is deciding what to incorporate. Finally, you need standalone clips that entertain, educate, and encourage.
You may also flip your lengthy video into shorter textual content -or image-based content material for social platforms. Listed here are some choices for serving these content material appetizers (the picture above exhibits just a few examples).
Tweets and threads
Listed here are just a few concepts to repurpose your movies into content material for Twitter (in the event you and your viewers are nonetheless utilizing that platform).
- Break your video message into text-only tweets.
- Write a thread primarily based on the principle concepts out of your video.
- Put up the graphics.
- Share bite-sized clips out of your predominant video.
- Create GIFs out of your video.
Instagram or LinkedIn carousels
In case your video is filled with ideas, steps, and how-tos, showcase them as picture carousels on LinkedIn or Instagram.
Based on 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 essentially the most partaking quotes and screenshots, and in the event you’ve created graphics for social, tweak them on 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 publish on LinkedIn.
Instagram and Fb tales
Based on Buffer, 500 million folks create and watch Instagram Tales on their cell units on daily basis, and Fb Tales entice roughly the identical quantity.
Edit lengthy movies into brief, 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 interesting 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 stay video
Livestreams are nice for partaking along with your viewers and constructing a group. Whereas this isn’t repurposing in its strictest sense, it’s taking one thought out of your video and making it go additional.
Give attention to a theme out of your unique video in a livestream, partaking along with your viewers concerning the matter.
You may go stay on many platforms, together with YouTube, LinkedIn, Fb, Instagram, and TikTok. Plus, your stay video will be downloaded and repurposed, too.
Reddit and Quora posts
Reddit may not be high of your listing for distributing video content material. However it has a powerful, passionate viewers of 52 million energetic customers and a discussion board for each topic. You could possibly host an ask-me-anything (r/AMA) thread in your video matter or publish a snippet of your repurposed weblog publish accompanied by a graphic.
Nevertheless, that you must 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 looks like an advert, all the time guarantee your content material gives worth, and search for distinctive methods to interact the group round your content material.
On the question-and-answer web site Quora, you’re virtually assured to seek out questions associated to your matter, irrespective of how obscure. Greater than 300 million folks go to the platform every month, so it might be the prime location to reveal your experience.
Goal threads associated to your matter, repurposing your video into authoritative, partaking solutions.
Earlier than you repurpose video #Content material on Reddit, be certain it gives worth and engages the group in a novel manner, says @Content10X through @CMIContent Click on To Tweet
Primary dishes
Not everyone prefers video, and a few solely favor it in sure conditions. Repurpose your long-form video into textual content and audio choices to fulfill extra of your viewers. Listed here are some choices to contemplate:
Podcast episodes
In case your video doesn’t rely on visuals, the audio alone holds worth. You could possibly flip it into an episode of your usually scheduled podcast.
Whereas video typically requires a stationary viewers, podcast listeners are out and about. These folks may not 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 many others.
Repurposing a video right into a podcast episode begins with changing it to an audio file. You might have to finesse parts to make it work – be extra descriptive in some locations or take away references to visuals in others. Contemplate an intro and outro and midrolls too.
TechSmith, one among my firm’s shoppers, repurposes their livestream interview sequence as YouTube movies, then strips out the audio to make use of within the firm podcast.
Weblog posts
The facility of the written phrase stays sturdy, and a weblog publish can have as a lot impression and authority as a video.
You can also embed the video into the weblog publish so your readers. Nevertheless, it’s protected to imagine not everybody will watch it, so the weblog publish ought to make sense and add worth by itself.
Another choice is to increase on the video’s details to create a weblog publish impartial of the video. Go into much more element concerning the matter 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.
Guide 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 will be repurposed as a chapter. If this course of reveals gaps in your content material, you may create new movies to fill them.
On-line programs
Based on Statista.com, the worldwide e-learning market is forecast to achieve virtually $400 billion by 2026. In order a content material marketer, it is smart to repurpose your movies into a web-based course.
Look via your archives and analytics to establish your most partaking movies. Take into consideration what you get requested time and again. That is the subject on your course.
Put your movies collectively in a concise, easy-to-use, manageable manner that informs and educates. For those who give your prospects precisely what they want, and so they depart understanding precisely what they should know, you’ve achieved your job.
Desserts
For individuals who need a bit extra after the principle 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 a terrific visible snapshot of content material that’s not simply simple to devour but additionally extremely shareable.
Don’t overlook to additionally repurpose these dessert objects into the related predominant programs equivalent to weblog articles, e-books, e-book chapters, and many others.
Benefit from high quality components
With content material repurposing, be sure you’re beginning with high quality components. Don’t repurpose lackluster movies. That’s like distributing free samples of mediocre meals – you gained’t persuade extra folks 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 would repurpose.
And each time you create a brand new video, plan learn how to repurpose it.
Attempt a few of the concepts I’ve shared, and also you’ll have whipped up a content material banquet earlier than you already know it.
Cowl picture by Joseph Kalinowski/Content material Advertising Institute
