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’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 all the pieces 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 intend to create.) I’ll present you how you can 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 entails turning a chunk of content material into totally different media to be used throughout a number of platforms. It entails considering creatively about speaking your message in several codecs and areas, 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 will probably turn into 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 assume content material repurposing is a buzz phrase for copying and pasting. Content material repurposing, if performed properly, 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 increase or decrease factors and worth inside 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:
- 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 on your content material advertising technique.
#Content material repurposing isn’t a buzz phrase for copying and pasting – it’s a strategic and artistic course of, says @Content10X by way of @CMIContent. Click on To Tweet
The best way to determine 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’ve gotten 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’ve gotten? Do you’ve gotten the price range to outsource, or does repurposing depend upon 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 diversified 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 (assume tweets and Instagram Tales), starters (Twitter threads, Instagram picture carousels), mains (long-form articles, white papers, e-books, podcasts), and desserts (checklists, swipe information).
Folks might 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 by way of @CMIContent. Click on To Tweet
Nibbles and starters
Nice short-form content material whets individuals’s urge for food (and curiosity) for extra, and so they’re a good way to draw the eye of people that aren’t but a part of your viewers.
You see brief movies in all places, from TikTok to YouTube Shorts, Instagram Reels, and even on Pinterest. In line 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 straightforward to repurpose as short-form movies for social media platforms. Simply take into account the next components:
- Dimensions: Tailor every video’s dimensions to the goal platform. Sproutsocial.com has an in depth, repeatedly up to date social media video specs information with all the principles, sizes, and dimensions.
- Captions: Subtitles or captions enable individuals to grasp the movies with the hold forth. 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 can too 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 a couple of examples).
Tweets and threads
Listed here are a couple of 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.
- Put up the graphics.
- Share bite-sized clips out of your principal 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 line with Search Engine Journal, carousels have a mean 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 instances within the feed.
Use probably the most partaking quotes and screenshots, and if you happen to’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
In line with Buffer, 500 million individuals create and watch Instagram Tales on their cell units each day, and Fb Tales entice roughly the identical quantity.
Edit lengthy movies into brief, vertical movies. Use options like hyperlink stickers, polls, ranking 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 lined in your video all make nice repurposed content material for visible platforms like Instagram and Pinterest.
Face-to-camera reside video
Livestreams are nice for partaking together with your viewers and constructing a neighborhood. 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 unique video in a livestream, partaking together with your viewers concerning the subject.
You’ll be able to go reside on many platforms, together with YouTube, LinkedIn, Fb, Instagram, and TikTok. Plus, your reside video might be downloaded and repurposed, too.
Reddit and Quora posts
Reddit won’t be prime of your checklist for distributing video content material. However it has a robust, passionate viewers of 52 million lively customers and a discussion board for each topic. You possibly can host an ask-me-anything (r/AMA) thread in your video subject or publish a snippet of your repurposed weblog publish accompanied by a graphic.
Nonetheless, 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 seems like an advert, all the time guarantee your content material supplies worth, and search for distinctive methods to interact the neighborhood round your content material.
On the question-and-answer website Quora, you’re nearly assured to search out questions associated to your subject, irrespective 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, partaking solutions.
Earlier than you repurpose video #Content material on Reddit, make sure that it supplies worth and engages the neighborhood in a novel approach, says @Content10X by way of @CMIContent Click on To Tweet
Most important dishes
Not all people 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 depend upon visuals, the audio alone holds worth. You possibly can flip it into an episode of your repeatedly scheduled podcast.
Whereas video typically requires a stationary viewers, podcast listeners are out and about. These individuals won’t have half-hour to observe a video, however they are going to 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 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, considered one 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 publish can have as a lot influence and authority as a video.
You can also embed the video into the weblog publish so your readers. Nonetheless, 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 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.
Guide chapters and e-books
If you happen to’ve obtained a handful of movies with a standard theme, you’ve already obtained the makings of an excellent 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 line 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 by 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 approach that informs and educates. If you happen to give your clients precisely what they want, and so they 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 information and graphics from the video into an infographic, template, or a easy guidelines that retains the details (and your model) prime of thoughts.
Infographics present an amazing visible snapshot of content material that’s not simply straightforward to devour but additionally extremely shareable.
Don’t overlook to additionally repurpose these dessert gadgets into the related principal programs akin to weblog articles, e-books, e-book chapters, and many others.
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 gained’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 would repurpose.
And each time you create a brand new video, plan how you can repurpose it.
Strive a number of the concepts I’ve shared, and also you’ll have whipped up a content material banquet earlier than you realize it.
Cowl picture by Joseph Kalinowski/Content material Advertising Institute
