Video marketing is hot, there’s no doubt about it. 43% of people want more video content from marketers, and 51.9% of marketers say video is the content with the highest return on investment. 85% of businesses now have an internal staff and resources to create videos in-house. Business have an average of 293 videos in their library. 35% of businesses are using advanced analytics to measure video performance.
When you’ve decided to take the plunge, and invest your resources into video marketing – it can be a bit intimating to know you’ve gotten just one asset for the money. But, if you’re willing to take a little more time with it, you can actually get multiple assets from a single video, making it more worth your time and money. Reusing your existing content helps you save more time and money compared to creating new content from scratch all the time.
Take a look at why you should repurpose your video content, and ways you can do it.
Benefits of Repurposing Video Content
Get an SEO Boost
Creating multiple pieces of content around the same topic helps you get more chances to target the keyword phrases you believe to be the most profitable for your business.
Reinforce Your Messaging
The Marketing Rule of 7 says the average person needs to hear your message at least seven times before it really sinks in. Creating multiple pieces of content that reinforces your main message helps you hit that exposure faster. Though people will disagree about this rule and many believe social media negates this old school marketing “rule”, the point remains that people still need to see your messaging more than once to really connect with you.
Reach a Wider Audience
If you only post one piece of content in one place, chances are only a small segment of your target audience is going to see it. By repurposing your content in multiple assets, you can spread them out in more places, thereby increasing your chances of reaching a wider audience of people who are interested in your products or services.
Build More Authority
Publishing high-quality content in a number of places, all related to a single topic, helps others see you as an expert. When you build a reputation as an expert in any given area, you build more trust among your audience.
Ways to Repurpose Video Content
Slice the Video into Smaller Segments
How your audience interacts with your video depends on where they watch it. To engage the highest possible number of viewers, customize your videos for each platform you intend to share it on – your website, Facebook, Twitter, YouTube, and Instagram are good places to start. As you plan your video content, consider:
- Videos on YouTube can run about 10x longer than they can on Facebook. Plan on about 14.5 minutes for YouTube, but only 1.3 minutes for Facebook. (Perfect for teasers!)
- On Twitter, you’ll only be able to post 30 second videos.
- On Instagram, you’ll only be able to post 60 second videos.
If you can entertain and inform your audience on Twitter and Instagram, they’re more likely to visit your YouTube channel to see the whole thing. Customizing the video for each platform will get more views and engagement compared to natively uploading the same video to each social network.
Publish the Transcript
Not everyone likes watching video, or has time to watch a full video. Sometimes, if they hear something in the video they want to go back to, it’s easier for them to do in a text format. If you publish the transcript, this is easy for your audience. You can include the transcript in the description of the video itself, and below the video embed in your blog, if you want. People can search the transcript for particular keywords, so they know which parts of your video they want to revisit.
If you don’t particularly enjoy typing – transcription is an entirely different beast. The good news is, you can hire a freelancer or transcription company to handle it for you, so you end up with a polished document detailing everything that’s spoken in the video – without the “uhs” and “ums” many of us so naturally speak.
Bonus: Use the Transcript to Add Subtitles to Your Video
Subtitles are awesome because they can help your video be more accessible. Think about how many times you’re bored sitting in the doctor’s office but don’t have your headphones… or you’re on a loud train and can’t hear. You can still “watch” videos without the sound, simply by reading the subtitles. This is also an excellent thing for those who are deaf or hard of hearing. You never know when someone in your target audience may not be able to hear your content.
Create a Blog Post Based on Responses to the Video
If you’ve got a particularly engaged audience, you can ask them to leave questions and comments in response to the video. When they do, watch for patterns. If you notice people are asking many of the same questions, you can create a blog post, or better yet, a series of blog posts to answer those questions. You can then link the blog post in your video description and let people know where they can go for more information.
Convert the Video into a Podcast
You can use the audio track from the edited video to create a podcast. If you do videos on a regular basis, you can create a podcast show to promote to your audience. There are several places you can host your podcast, including SoundCloud and iTunes. This way, you’re catering to an audience who prefer listening to watching, just as much as you’re catering to those who’d rather read than listen.
One Video – Many Pieces of Content
At Sachs Marketing Group, we can help you build and execute a video marketing strategy. If you’re interested in discussing how you can take that video content and create additional assets, we’d be glad to help with that, too. We’re all about helping your business grow.
Have you ever repurposed video content before? Why or why not? If so, have you noticed it working well for you? Share your story in the comments.