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 should 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 to repurpose your high quality movies (each those you’ve created and any you propose to create.) I’ll present you the best way 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 entails turning a chunk of content material into completely 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 will be multifunctional. A YouTube video doesn’t should 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 many others.
However don’t suppose content material repurposing is a buzz phrase for copying and pasting. Content material repurposing, if executed effectively, is a strategic and artistic course of.
Every repurposed piece requires time, vitality, creativity, and technique. The distinction is you’re not ranging from scratch. You may develop or reduce factors and worth throughout the authentic 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 multiple studying fashion
I’ll share some concepts and examples for repurposing your video content material. Select the choices that take advantage of sense in 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 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 will you align your model’s messaging with their wants and expectations?
- The place do they devour essentially the most content material? When you might have recognized a target market, align your content material technique with their preferences. This ensures you get essentially the most engagement, and your message shall be seen by the fitting individuals of their most popular format.
- What sources do you might have? Do you might have the funds to outsource, or does repurposing rely on 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 various 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 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, 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. Based on HubSpot’s 2022 Social Media Advertising Report, short-form video has the very 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 think about the next elements:
- Dimensions: Tailor every video’s dimensions to the goal platform. Sproutsocial.com has an in depth, recurrently up to date social media video specs information with all the principles, sizes, and dimensions.
- Captions: Subtitles or captions enable individuals to know the movies with the pontificate. 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. 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 below are some choices for serving these content material appetizers (the picture above reveals a couple of examples).
Tweets and threads
Listed below are a couple of concepts to repurpose your movies into content material for Twitter (should you and your viewers are nonetheless utilizing that platform).
- Break your video message into text-only tweets.
- Write a thread primarily based on the primary concepts out of your video.
- Submit 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 full of 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 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 essentially the most partaking quotes and screenshots, and should you’ve created graphics for social, tweak them in 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
Based on Buffer, 500 million individuals create and watch Instagram Tales on their cellular units day by day, and Fb Tales entice roughly the identical quantity.
Edit lengthy movies into quick, 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 enticing 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. 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 authentic video in a livestream, partaking together with your viewers in regards to the subject.
You may go dwell on many platforms, together with YouTube, LinkedIn, Fb, Instagram, and TikTok. Plus, your dwell video will be downloaded and repurposed, too.
Reddit and Quora posts
Reddit won’t be prime of your listing for distributing video content material. Nevertheless it has a robust, passionate viewers of 52 million lively customers and a discussion board for each topic. You could possibly 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, you might want 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 appears 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 website Quora, you’re virtually assured to seek 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 show your experience.
Goal threads associated to your subject, repurposing your video into authoritative, partaking solutions.
Earlier than you repurpose video #Content material on Reddit, be certain that it gives worth and engages the group in a singular means, says @Content10X by way of @CMIContent Click on To Tweet
Most important dishes
Not all people prefers video, and a few solely want 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:
In case your video doesn’t rely on visuals, the audio alone holds worth. You could possibly flip it into an episode of your recurrently scheduled podcast.
Whereas video usually requires a stationary viewers, podcast listeners are out and about. These individuals won’t have half-hour to look at a video, however they are going to hearken 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 must 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 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.
The facility of the written phrase stays robust, and a weblog put up can have as a lot affect and authority as a video.
You can also embed the video into the weblog put up so your readers. Nonetheless, it’s secure to imagine not everybody will watch it, so the weblog put up ought to make sense and add worth by itself.
An alternative choice is to develop on the video’s details to create a weblog put up unbiased of the video. Go into much more element in regards to the subject 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.
E-book chapters and e-books
For those who’ve received a handful of movies with a typical theme, you’ve already received the makings of a great e-book. Every video will 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.
Based on Statista.com, the worldwide e-learning market is forecast to succeed in virtually $400 billion by 2026. In order a content material marketer, it is sensible to repurpose your movies into a web based course.
Look by your archives and analytics to determine your most partaking movies. Take into consideration what you get requested again and again. That is the subject in your course.
Put your movies collectively in a concise, easy-to-use, manageable means that informs and educates. For those who give your prospects precisely what they want, they usually depart figuring out precisely what they should know, you’ve executed your job.
For individuals who need a bit extra after the primary course, consider one thing to supply because the icing on the cake. Flip the guidelines 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 important 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 principal programs equivalent to weblog articles, e-books, e-book chapters, and many others.
Profit 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 gained’t persuade extra individuals 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 would repurpose.
And each time you create a brand new video, plan the best way to repurpose it.
Strive a few of the concepts I’ve shared, and also you’ll have whipped up a content material banquet earlier than it.
Cowl picture by Joseph Kalinowski/Content material Advertising Institute