Video is a necessity in your advertising and marketing technique now, given that individuals now watch extra of it than ever.
With social feeds swamped with this must-have content material, you may’t stand out when you compromise on high quality. But 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, be sure to repurpose your high quality movies (each those you’ve created and any you intend to create.) I’ll present you how one can create many sorts of content material from a single video (and why you need to).
First, I’ll clarify my definition of content material repurposing.
What is content material repurposing?
Content repurposing includes turning a chunk of content material into totally different media for use throughout a number of platforms. It includes considering creatively about speaking your message in numerous codecs and areas so you may attain and join with extra folks.
Content could be multifunctional. A YouTube video doesn’t should solely stay on YouTube. It can change into a weblog put up, a podcast episode, a social media graphic, a LinkedIn put up, 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 forth.
But don’t suppose content material repurposing is a buzz phrase for copying and pasting. Content repurposing, if performed effectively, is a strategic and artistic course of.
Each repurposed piece requires time, vitality, creativity, and technique. The distinction is you’re not ranging from scratch. You can develop or reduce 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 varied platforms, you attain audiences:
- Where they devour content material
- In codecs they like
- Who have a couple of studying type
I’ll share some concepts and examples for repurposing your video content material. Choose the choices that take advantage of sense for your content material advertising and marketing technique.
#Content repurposing isn’t a buzz phrase for copying and pasting – it’s a strategic and creative process, says @Content10X via @CMIContent. Click To Tweet
How to determine on codecs and platforms
No one is aware of higher than you the place your viewers hangs out and how they devour their content material, so use that information to information your repurposing plans.
Ask your self:
- Who is your viewers? Who is consuming your content material, and how are you going to align your model’s messaging with their wants and expectations?
- Where do they devour probably the most content material? When you’ve gotten recognized a audience, align your content material technique with their preferences. This ensures you get probably the most engagement, and your message might be seen by the suitable folks of their most popular format.
- What assets do you’ve gotten? Do you’ve gotten the finances to outsource, or does repurposing rely upon 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
Imagine your content material as a menu designed to attraction to various urge for food sizes and palate preferences. Offer a mixture of content material nibbles (suppose tweets and Instagram Stories), starters (Twitter threads, Instagram picture carousels), mains (long-form articles, white papers, e-books, podcasts), and desserts (checklists, swipe information).
People 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.
Imagine your #ContentMarketing as a menu. Repurpose your video content to serve varying appetite sizes and palate preferences, says @Content10X via @CMIContent. Click To Tweet
Nibbles and starters
Great short-form content material whets folks’s urge for food (and curiosity) for extra, and 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 TikTook to YouTube Shorts, Instagram Reels, and even on Pinterest. According to HubSpot’s 2022 Social Media Marketing Report, short-form video has the best ROI in comparison with some other sort of social media content material.
Long-form video is comparatively simple to repurpose as short-form movies for social media platforms. Just contemplate the next elements:
- Dimensions: Tailor every video’s dimensions to the goal platform. Sproutsocial.com has an in depth, usually up to date social media video specs guide with all the foundations, sizes, and dimensions.
- Captions: Subtitles or captions enable folks to grasp the movies with the hold forth. It additionally creates an inclusive expertise for folks with listening to impairments.
- Standalone value-add: The hardest a part of repurposing long-form movies into shorter clips is deciding what to incorporate. Ultimately, 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. Here are some choices for serving these content material appetizers (the picture above reveals a number of examples).
Tweets and threads
Here are a number of concepts to repurpose your movies into content material for Twitter (when you 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.
- Post the graphics.
- Share bite-sized clips out of your primary video.
- Create GIFs out of your video.
Instagram or LinkedIn carousels
If your video is full of suggestions, steps, and how-tos, showcase them as picture carousels on LinkedIn or Instagram.
According to Search Engine Journal, carousels have a mean engagement of 1.92% in comparison with 1.74% for pictures 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 partaking quotes and screenshots, and when you’ve created graphics for social, tweak them for your carousels.
TIP: Repurpose your Instagram carousel right into a LinkedIn carousel by saving the pictures as a single PDF doc and making a doc put up on LinkedIn.
Instagram and Facebook tales
According to Buffer, 500 million folks create and watch Instagram Stories on their cellular gadgets every single day, and Facebook Stories 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
Highlight 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 dwell video
Livestreams are nice for partaking together with your viewers and constructing a group. While this isn’t repurposing in its strictest sense, it’s taking one thought out of your video and making it go additional.
Focus on a theme out of your unique video in a livestream, partaking together with your viewers concerning the matter.
You can go dwell on many platforms, together with YouTube, LinkedIn, Facebook, Instagram, and TikTook. Plus, your dwell video could be downloaded and repurposed, too.
Reddit and Quora posts
Reddit won’t be high of your record for distributing video content material. But it has a powerful, passionate viewers of 52 million energetic customers and a discussion board for each topic. You might host an ask-me-anything (r/AMA) thread in your video matter or put up a snippet of your repurposed weblog put up accompanied by a graphic.
However, it is advisable 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. Avoid content material that seems like an advert, at all times guarantee your content material offers worth, and look for distinctive methods to interact the group round your content material.
On the question-and-answer website Quora, you’re nearly assured to search out questions associated to your matter, irrespective of how obscure. More than 300 million people visit the platform each month, so it could be the prime location to exhibit your experience.
Target threads associated to your matter, repurposing your video into authoritative, partaking solutions.
Before you repurpose video #Content on Reddit, make sure it provides value and engages the community in a unique way, says @Content10X via @CMIContent Click To Tweet
Main dishes
Not all people prefers video, and some solely choose it in sure conditions. Repurpose your long-form video into textual content and audio choices to fulfill extra of your viewers. Here are some choices to think about:
Podcast episodes
If your video doesn’t rely upon visuals, the audio alone holds worth. You might flip it into an episode of your usually scheduled podcast.
While video usually requires a stationary viewers, podcast listeners are out and about. Those folks won’t have half-hour to observe a video, however they’ll hearken to a 30-minute podcast episode whereas commuting to work, wandering across the grocery retailer, strolling the canine, and so forth.
Repurposing a video right into a podcast episode begins with changing it to an audio file. You could must finesse components to make it work – be extra descriptive in some locations or take away references to visuals in others. Consider 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.
Blog posts
The energy of the written phrase stays sturdy, and a weblog put up can have as a lot impression and authority as a video.
You can also embed the video into the weblog put up so your readers. However, it’s secure to imagine not everybody will watch it, so the weblog put up ought to make sense and add worth by itself.
Another choice is to develop on the video’s details to create a weblog put up unbiased of the video. Go into much more element concerning the matter than the video supplied 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.
Book chapters and e-books
If you’ve received a handful of movies with a standard theme, you’ve already received the makings of an excellent e-book. Each video could be repurposed as a chapter. If this course of reveals gaps in your content material, you may create new movies to fill them.
Online programs
According to Statista.com, the worldwide e-learning market is forecast to succeed in nearly $400 billion by 2026. So as a content material marketer, it is sensible to repurpose your movies into an online course.
Look by your archives and analytics to determine your most partaking movies. Think about what you get requested over and over. This is the subject for your course.
Put your movies collectively in a concise, easy-to-use, manageable approach that informs and educates. If you give your prospects precisely what they want, and they go away figuring out precisely what they should know, you’ve performed your job.
Desserts
For individuals who desire a bit extra after the primary course, consider one thing to supply because the icing on the cake. Turn 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 amazing visible snapshot of content material that’s not simply simple to devour but in addition extremely shareable.
Don’t neglect to additionally repurpose these dessert gadgets into the related primary programs akin to weblog articles, e-books, e book chapters, and so forth.
Make probably the most of high quality substances
With content material repurposing, be sure to’re beginning with high quality substances. 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 substances go to waste. Before 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 how one can repurpose it.
Try a number of the concepts I’ve shared, and you’ll have whipped up a content material banquet earlier than it.
Cover picture by Joseph Kalinowski/Content Marketing Institute