The secret behind repurposing video content for bigger and better results

Video content marketing is perhaps the most efficient and successful medium of marketing today. The draw of a video is so enticing that online video viewing is growing at a phenomenal rate globally and is expected to continue growing. Digital marketing entities agree that online video marketing has become an integral part of most organisations’ marketing strategies and budgets. No marketer can ignore the medium. 

Video marketing content includes informative and demonstrative content, product-specific content, DIYs and webinars, among others. It essentially includes any content in a video format that can grab consumer attention. However, all video content is not equal, there is good effective marketing content and then there is a lot of poor-quality content in equal measure. The challenges to creating good quality content are multi-pronged: it is a time-consuming process since videos that influence must be created with skill and patience, it requires expensive equipment, and enough expertise and talent to create and edit a high-quality video campaign. For these and a few other reasons, marketers try to make the most of what they have by repurposing their video content. 

What does repurposing video content mean?

Repurposing video content means reusing existing content and modifying it into different formats for different platforms in order to make it as engaging as possible for the viewers. Commonly seen formats for repurposed video content include blogs, emails and newsletters, podcasts, stories, social media posts, infographics, short clips and Gifs.

Why repurpose video content?

Video content is repurposed for many reasons. Sometimes it is to target a new audience such as one based on profession or age, to boost viewership and engagement on various platforms, to save time instead of creating new content for every campaign, and most importantly, to get a higher return on investment (ROI). By repurposing video content, marketers can revisit old themes and present them in fresh new ways.

However, it is important to remember that video content repurposing does not mean a copy-and-paste exercise, it involves creativity and an understanding of what happens when you repurpose content. Perhaps the most important fact to ensure is that the original video is of high quality in terms of content, there is no point in repurposing less-than-average content.

The advantage is that the same content is modified for various platforms, with some formats including more and some less of the original content. There is no need to create new content. Other advantages of repurposing video content for marketing campaigns include:

  1. Boosts a subject's SEO:

    Having content on a subject or popular keyword in many formats promises better rewards than content in a single format. Multiple formats trigger more traffic, create more opportunities and also reach a wider audience. Repurposed video content boosts the topic or keyword’s SEO.
  2. Reaches new viewers:

    Given that a product’s users may be active on different platforms, repurposing video content ensures that the marketing campaign is viewed by new sets of viewers regularly. Creating content for only one platform can be a marketing disaster.  
  3. Reinforces the marketing message:

    Marketers have to continue promoting their message regularly to convince people to invest their money, time or energy in the product or service being marketed. Social media has a surplus of options and information constantly being promoted so digital marketers have to constantly devise new and relevant ways to promote an idea. Repurposing video content can do that effectively and efficiently.

Different ways to repurpose video marketing content

Marketers are constantly trying to be as creative as possible with the platforms, formats and forms that the repurposed video content can be used for. However, certain techniques have proven to be more successful than others. Here is a list of popular formats:

  • Blogs and articles:

    Blogs and bloggers have been storming the digital world over the recent decades, which is why marketers pay special attention to them. Video marketing content can be easily converted into blog posts and articles. Products and services can be explained in detail in such posts. SEO performance can also be improved by using the right keywords appropriately. Screenshots, graphs, statistics, flow charts and any other supporting data form can be added to the blog posts too. Video content in blogs and articles can be longer than those used in advertising campaigns.
  • Social media posts, stories and graphics:

    Stories are the perfect byte-sized marketing campaigns. Video content can be easily repurposed to fit into short informative pieces and posted on many popular social media platforms. Social media posts in the form of short video clips are a handy marketing tool too. A single 5-minute video can be repurposed to create 10-15 short informative videos.
  • Podcasts:

    The podcast audience is growing at a phenomenal rate and marketers are making every effort to reach that audience. Podcasts have an immersive structure and have been found to be very effective as a medium for video content repurposing. Like blogs, podcasts are longer than marketing videos allowing marketers to make them more engaging and informative. 
  • Emails and newsletters:

    Videos have been found to trigger a higher clickthrough rate in emails and newsletters than those without any. Video content can be repurposed and presented in a series of emails and newsletters allowing marketers to continue a story over a longer time in an engaging manner. Further, short videos included in emails have been found to have a lower unsubscribing rate.  
  • Infographics and Gifs:

    Easy to read and understand, infographics have become a very popular marketing medium. They present complicated information in easy-to-understand formats. Video content can be repurposed to fit into this medium quite easily. Similarly, Gifs can be created out of existing video content to include extra information as needed.

Going forward

Marketers are constantly trying to devise new ways to reach their target audience and repurposing video content in even more creative ways is sure to become more mainstream soon. However, before repurposing video content or using any other content to promote a product or service, marketers must ensure they have a robust marketing strategy. They must also have a clear idea about who their audience is and which platforms are most popular among the targeted audience. 

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