Video is a necessity in your advertising 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 when you compromise on high quality. However movies that affect take time to create – planning, scripting, recording, modifying, and every part 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 propose to create.) I’ll present you easy methods to create many sorts of content material from a single video (and why it is 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 areas so you may attain and join with extra folks.
Content material might be multifunctional. A YouTube video doesn’t must solely stay on YouTube. It may turn 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 on.
However don’t assume content material repurposing is a buzz phrase for copying and pasting. Content material repurposing, if achieved effectively, is a strategic and inventive course of.
Every repurposed piece requires time, vitality, creativity, and technique. The distinction is you’re not ranging from scratch. You may broaden 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 model
I’ll share some concepts and examples for repurposing your video content material. Select the choices that take advantage of sense to your content material advertising technique.
#Content material repurposing isn’t a buzz phrase for copying and pasting – it’s a strategic and inventive course of, says @Content10X through @CMIContent. Click on To Tweet
Find out how 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 will you align your model’s messaging with their wants and expectations?
- The place do they devour 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 will likely be seen by the suitable folks of their most popular format.
- What sources do you might have? Do you might have the funds 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 various content material menu
Think about your content material as a menu designed to enchantment to various urge for food sizes and palate preferences. Provide a mixture of content material nibbles (assume tweets and Instagram Tales), starters (Twitter threads, Instagram picture carousels), mains (long-form articles, white papers, ebooks, podcasts), and desserts (checklists, swipe recordsdata).
Individuals might begin consuming your content material in any of those programs, so make sure that 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, 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 all over the place, 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 very best ROI in comparison with some other 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 components:
- 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 folks to know the movies with the hold forth. 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. In the end, you need standalone clips that entertain, educate, and encourage.
It’s also possible to 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 reveals a number of examples).
Tweets and threads
Listed below 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 principle concepts out of your video.
- Publish the graphics.
- Share bite-sized clips out of your fundamental 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.
In keeping with Search Engine Journal, carousels have a median engagement of 1.92% in comparison with 1.74% for photos 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 instances within the feed.
Use probably the most participating quotes and screenshots, and when you’ve created graphics for social, tweak them to 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 put up on LinkedIn.
Instagram and Fb tales
In keeping with Buffer, 500 million folks create and watch Instagram Tales on their cell units day-after-day, and Fb Tales appeal to 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, a fascinating 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 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.
Give attention to a theme out of your unique video in a livestream, participating together with your viewers in regards to the subject.
You may go stay on many platforms, together with YouTube, LinkedIn, Fb, Instagram, and TikTok. Plus, your stay video might be downloaded and repurposed, too.
Reddit and Quora posts
Reddit won’t be high of your record 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 may host an ask-me-anything (r/AMA) thread in your video subject or put up a snippet of your repurposed weblog put up accompanied by a graphic.
Nonetheless, it’s worthwhile to 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 seems like an advert, at all times guarantee your content material offers 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, 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 subject, repurposing your video into authoritative, participating solutions.
Earlier than you repurpose video #Content material on Reddit, make sure that it offers worth and engages the group in a novel means, says @Content10X through @CMIContent Click on To Tweet
Fundamental dishes
Not everyone prefers video, and a few solely choose 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 upon visuals, the audio alone holds worth. You may flip it into an episode of your commonly scheduled podcast.
Whereas video typically requires a stationary viewers, podcast listeners are out and about. These folks won’t have half-hour to look at a video, however they may hearken 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. You could have to finesse components 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 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 ability of the written phrase stays robust, and a weblog put up can have as a lot influence and authority as a video.
You can also embed the video into the weblog put up so your readers. Nonetheless, it’s protected 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 broaden on the video’s details to create a weblog put up impartial of the video. Go into much more element in regards to the subject 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.
E book chapters and ebooks
In case you’ve bought a handful of movies with a standard theme, you’ve already bought 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 may create new movies to fill them.
On-line programs
In keeping with Statista.com, the worldwide e-learning market is forecast to achieve nearly $400 billion by 2026. In order a content material marketer, it is smart to repurpose your movies into an internet course.
Look via your archives and analytics to determine your most participating movies. Take into consideration what you get requested time and again. That is the subject to your course.
Put your movies collectively in a concise, easy-to-use, manageable means that informs and educates. In case you give your clients precisely what they want, they usually go away figuring out 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 information 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 ideal visible snapshot of content material that’s not simply simple to devour but in addition extremely shareable.
Don’t overlook to additionally repurpose these dessert gadgets into the related fundamental programs equivalent to weblog articles, ebooks, e-book chapters, and so on.
Benefit from high quality elements
With content material repurposing, be sure to’re beginning with high quality elements. Don’t repurpose lackluster movies. That’s like distributing free samples of mediocre meals – you received’t persuade extra folks to order the entire dish.
Then don’t let your high quality elements 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 possibly can repurpose.
And each time you create a brand new video, plan easy methods to repurpose it.
Attempt among 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
