Repurposing Existing Video Content
As with any inbound marketing campaign, implementing a video content marketing strategy requires creating, publishing and promoting the content. However, the creation step of video content requires a particular set of technical skills and often means hiring a video production company.
Since creating a marketing video is a more involved process—and potentially a larger investment—it makes sense to save time and money by repurposing existing content video. Pulling from ideas that you’ve already used to reach a wider audience is also a great way to increase ROI.
Types of Video Content To Repurpose
There are a number of ways that you can repurpose content and work with a video producer to turn it into a successful marketing video. Here are a few options.
Blog Posts
You probably have more blog posts than other types of content; so this is a wealth of well-researched ideas to choose from. A post is the perfect outline for your video concept, which means you’ll have the groundwork that allows you to quickly move on to the more involved production stage.
Product and Service Listings
Repurposing product listings into video content is a no-brainer. You have the specs, features and description, but a video brings the product to life in a way that a photo can’t. Consider making a few short videos for one product: an assembly video, a feature demonstration video and a customer testimonial video.
If you sell a service rather than a product, create a video that breaks down what you do and how you differ from competitors. Video gives your company a face and a voice. Check out a great example of this from Washington, D.C.-based real estate broker DCHomeBuzz. In just over a minute, the company explain its business model and how it benefits consumers.
Infographics
Infographics are valuable content because, like video, they deliver a lot of useful data and information in a visual, easy-to-digest format. You can get even more mileage out of an infographic by creating a “videographic” from it. Work with a video production company that offers animation. It can use screengrabs from the existing graphic but make it feel more interactive.
Key Considerations When Repurposing Content as Video
Remember, the whole point of repurposing video content is to reach a wider audience. To ensure a good ROI, don’t forget these important considerations.
Make It Shareable
Video is innately shareable, but there are some things you can do to increase your views. Don’t make it too long—between one and three minutes is best. Also, be sure to give a clear, descriptive title, so people know what to expect when they click.
SEO Is More Important Than Ever
Google can’t crawl the actual video, so you must get the metadata right. Include keywords in your title, meta description and URL and write a title and description that elicit clicks to keep people from bouncing. Another way to let search engines know what your video contains is to post it with the transcript like Rand Fishkin does in this Whiteboard Friday video from the Moz blog.
Include a Call to Action
Add interactive calls to action (CTAs) to your promotional video. After all, the point is to turn viewers into customers, so make it as easy as possible. Your CTAs can be a link to your site, a phone number to call or social media links that make it easy to immediately share your video. Or all of the above.
Since we’re talking about repurposed content, add a link to the video from the blog post, product page or infographic page that you’re repurposing and add a link back to that content from the video to increase the authority of both.
Working with a video production company like ours in the Washington, D.C., Maryland or Virginia area will give your repurposed content a professional look and feel.
