Video Marketing ROI – 5 Ways to Repurpose Your Content
In this article we’re going to look at how to improve your video marketing ROI by repurposing your content. If you have had professional video made for your business, or if you’re thinking of creating one, you will likely be considering the return on your investment.
Video production is one of the more complex marketing activities to undertake and good video takes time and effort to create. So if you’re going to invest in it, it’s important to get the most from the process and your budget.
Video production is broadly divided into three stages; research, filming and editing. All three stages can yield useful assets, particularly the research stage which is often less considered.
Here we look at six different ways that you can repurpose your video content into other types of media to get maximum reach and maximum return on investment.
Video Marketing Platforms
It’s really important to remember that people consume information and media in lots of different ways, across lots of different channels. What makes it even more tricky is that all of those sites require different things.
An image might work better on Twitter, video might be more effective on Linkedin, something else might get the best engagement on Facebook.
So you’ve got to think about all of those different social channels and see where your video (or elements of your video) might work hardest.
It may feel that you’re boring people by flooding the internet with all this information that’s repeated over and over again…you’re actually not. Here’s why:
- You change the format each time. One is the video, one is an image with strapline or quote, one may be a blog post from a transcription. More about this shortly.
- Each of those social media channels is only showing a small proportion of your audience each post.
- It doesn’t really matter if someone sees the same idea again. Quite often people are in a hurry, they’re not paying attention the first time and if you think about it, when you see a video for a second or third time on social media, you don’t begrudge the person who’s posted it. You just skip over it and onto the next thing.
This is where you have each word said in your video turned into text that you can place below your video to give your viewers the option of reading or watching. This raw transcription can then be fine-tuned to create a blog post. You can get a service like Rev.com or Temi.com to transcribe that audio, really cheaply, really quickly. You can use Google voice assistant these days for a pretty good approximation of the same thing. Make sure you don’t just put up the bare text that you’ve transcribed as a big block. You will have to proof read it and correct any typos.
If you plan on turning this into a blog post take the colloquiums out, tidy it up a bit, put some paragraphs and headings in and make sure the punctuation is right. Add some images and a snappy headline and voila – a new blog post.
I’ve actually done that with this post, you can see the orginal video below for a comparison to this text version.
Quotes & Tweetables
Second up, now that we’ve got that text, we can start to look at things like quotes.
- Pull some meaningful sentences out, or condensed ideas and turn them into quotes
- Download some interesting images from a stock library like Storyblocks or Unsplash
- Create 5-10 images with different quotes using a program like Canva
- Schedule the posts to rotate on your social platforms for a few weeks using a tool like Coschedule
Use these posts on social media to direct your audience back to the original blog post or video on your website.
The Complete Guide to the Video Production Process
Read our ultimate guide to hiring a video company and what to expect from the production process.
Ask your video production company for an audio only file of your video, or audio of the interviews (without the music). Alternatively use a free online tool like Audio Extractor to do it yourself.
You can use this in a podcast as a ready-made interview or audio sequence.
Social Media Video
You can create adverts and short clips from a longer video. This is particularly useful if you’re looking to promote your video on social where video can be subject to time limits and, lets face it, viewers have less patience!
You could make a ten second clip or a twenty second short advert and then use that to promote your full video driving traffic to your website.
Cutting down existing content might be really straight forward if the edit is simple. Or it could be much harder on a complex edit with music, bells and whistles.
For the latter your production company might have more success as they have the oringial files. If you want to try the edit yourself then a simple program like iMovie or Adobe Rush can help. If in doubt give us a shout and we can advise you.
Repurpose Video for your Website
If you’ve got some nice visual content in your video you can use that media across your website. Perhaps it’s great shots of your office, or beautiful scenery in the location where you’re based.
The video itself can act as a dynamic background for your homepage. You can also pull still images from it that can be used across your site to make the experience more visual and on brand.
Maximising the filming days
So far all of the suggestions here are ‘post production’ techniques. In other words you’re working with the content after it has been produced.
It’s always worth thinking about what you can do prior to the shoot however, as extra content can be created for minimal cost.
Once you’ve gone to the effort of arranging interviews, getting the cameras in and setting everything up you might as well extract as much as you can from the process.
For example an extra ten minutes of interviews could deliver you a series of simple FAQ videos that you can add to your website.
Now, when your customer goes to a page to find out an answer, they can watch a snappy video instead of wading through dense text.
So with a few smart moves you can really rinse the content you’re creating. The more assets you extract from the process the more ubiquitous you can be online and that is ultimately going to lead to staying front of mind and generating more customers.
Be sure to check out our other posts on creating successful video content for your brand and there are of course a range of content production services across our site if you need more practical help.
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