How To Repurpose Videos To Make The Most Of Your Content Marketing

How To Repurpose Videos To Make The Most Of Your Content Marketing

Do you know that with video, you can create a broad range of content with the least effort?

By repurposing your video content into multiple types of valuable content, you can ensure that you’re getting the most mileage from your efforts.

In this post, you’ll find out how to repurpose video content, so you can create and use your videos to get the most bang for your buck.

Plan A Series

When it comes to video content creation, most businesses fail because they don’t think ahead. They create a video and then create another with no relation to what they created previously and what they hope to create next.

So in a few weeks or months, they have a bunch of disconnected videos on totally different topics. And what’s even worse is that they look very different from each other in tone, branding etc. There is no consistency.

So before you start creating video content, the first step is to decide on the style of your videos and plan a series instead of stand-alone videos. Each episode of your series will be about a specific subtopic which belongs to a broad main topic.

Other than providing better organization and consistency, the beauty of this tactic is that it builds anticipation so that people who watched a video will look forward to your upcoming videos. Plus, it’s easier to convert a video series into more types of content.

There are a number of routes you can take when planning a video series. Here are some ideas:

    • Video interviews with experts, influencers, and customers on a topic related to your niche.
    • Webinars with tools, tutorials or tactics on a topic valuable to your target audience
    • Videos answering questions frequently asked by your current or potential customers.

Once you have prepared an outline for your series of videos, set a regular day and time on your calendar to remember recording every episode.

If your episodes are going to have guests, you can use a scheduling application like Calendly to manage interview dates.

Set the time slots that are convenient for you and build a form to collect information from guests. This may include their full name, Skype username, email and more.

calendly screenshot

Once you’re done, share the Calendly link with your potential guests. This way they can pick the time slots that work best for them.

As your potential guests start claiming time slots, you’ll get an email from Calendly and each event will get added to your calendar.

Researching Keywords

There’s one more SEO benefit of repurposing. Every video you make will produce content for at least 3 of your content distribution channels:

    • Video platform (like Youtube)
    • Podcast page (like on SoundCloud)
    • A post on your blog

Since with each video you have content for at least 3 pages, this means you can target 3 different keywords to rank for with the same content.

So you get triple the traffic to your business with singular effort. However, make sure that you have unique titles and descriptions on each of these pages.

A great tool that can help with this is Serpstat. Serpstat’s paid plan has a Cluster Research tool you can use to find substitute keywords in your titles.

cluster research in serpstat

It works by finding closely related keywords from very similar SERPs. The more overlap there is in search results, the stronger relationships among search queries.

Make Your Videos

If you want to manage your video creation, you’ll need video creation as well as editing software.

Video Creation – For presentation style videos, you can use our own video creation too – Tyle Video.

For recording video interviews, you can either use Skype or a combination of Google Hangouts + Youtube Live.

If your videos do not involve guests or interviews, use YouTube Live to make one-person videos. Youtube Live lets you preview the video before you go live, start and stop streaming at any time, and also get backup redundant streams.

If you’re planning on making webinars, you’ll need one of these tools: Clickmeeting, Adobe Connect, Livestream, GotToWebinar, and WebinarJam.

Video Editing – Depending on whether you use MAC or PC, the easiest to use editing tools are iMovie (Mac) and YouTube Editor (online).  Either of these tools comes with all the basic trimming, audio extraction, splitting and transition features you might need.

Now that you’re ready with your video, you can combine with your selected keywords and publish.

Publish Video On Youtube

The first step for most businesses is uploading the video to YouTube. By sticking to certain best practices, you can optimize your video to get more exposure.

The character limit for your video title on YouTube is 100. Though what usually works best is about 70.

For description, you can use up to 5,000 characters. But make sure the most promising or valuable information is covered in the first 150. Because this is what most people see before the read more link.

youtube video upload screen

Once you’re done, don’t upload it just yet. YouTube will also give you the option to upload a custom thumbnail. This is the image most people see before they have hit on a play.

You need a catchy thumbnail to upload along with the video. You can create it easily with Tyle image editor. Also, make sure the image dimensions are at least 1280 x 720.

Creating a video thumbnail also saves you a lot of time later because you can edit and reuse the same image later for other purposes, like when you need blog post visuals or advertising material.

A catchy thumbnail can help make your video stand out and get more viewers. It’s also good to use as many relevant tags as possible.

With all the done, now you can publish your video. Also, after publish, use features like YouTube cards and end screens can help your direct visitors to your website or increase engagement on the video.

Turn Video Into Audio Podcast

As we already discussed, to use your videos to the maximum and ensure the widest distribution, you’ll need to repurpose your video content into podcasts, blog posts and other types of content.

Podcasts widen the exposure of your brand to platforms with millions of listeners. These include iTunes and SoundCloud.

They also provide an additional way for your audience to consume your content. For example, people can listen to your podcasts on their morning drive to work, or while doing something else.

To turn your video into a podcast, you’ll need a separate audio file with just the audio. The audio extraction work can be done with both Youtube Editor and iMovie.

Once you have extracted the audio, you may need to make some edits to ensure it fits the audio format. For example, using a tool like Audacity, you can remove the parts that make it sound like it’s a video. Plus, you can also add background music to a better impact.

Now it’s time to publish your podcast. To add your podcast on the iTunes platform, you’ll first need to upload the audio to SoundCloud.

Once you’ve done that, you can use the SoundCloud channel RSS feed and submit the audio to iTunes. You have to set this up only once, after which every time you add an episode to Soundcloud, it’ll be published on iTunes as well.

Whenever you add a new audio file, all you need to take care of is that each item should be getting added to the RSS feed.

Turn Video Into Blog Post

For text, you’ll need someone to prepare a full transcript by listening and then typing the content of your video. This can be easily done for cheap by hiring someone on Fiverr.

Once you have the transcript, you can also add an organized summary with key takeaways and links any resources mentioned in the video.

An additional benefit of having a transcript is you can add it below the video on websites or platforms where you add the video for distribution.

This helps search engines better understand what the video is about. It also helps users to easily follow the video, or skip to the parts they are most interested in.

Next, use the video transcript to write a blog post. A blog is the centerpiece of your content marketing strategy. So you should be creating multimedia blog posts which offer visitors as many ways as possible to consume your content.

Add direct links your video on Youtube and podcast on Soundcloud or iTunes.

Your blog post should let the audience consume content as text and redirect them to your video and podcast in case they just want to watch or listen. The visuals you created for your video will also come handy at this stage.

Combine Assets On A Landing Page

As you do more and more repurposing, so much of your content will be scattered around the web. So the final step is to create a single page which links to all the content you have published so far.

Here you can invite prospects to subscribe to the social media channels they are most active on and to consume your content in a way they prefer.

John Woo

John Woo is the CEO of Tubloo, a Korean software company with image and video-making apps used by 50,000+ customers. He is currently working on launching the easiest video maker ever. Click here to get notified and claim a 20% discount on launch.

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