Video is a necessity in your advertising and marketing technique now, given that folks now watch extra of it than ever.

With social feeds swamped with this must-have content material, you possibly can’t stand out in case you compromise on high quality. However movies that affect take time to create – planning, scripting, recording, enhancing, and all the pieces in between.

To get the utmost return for all that work, ensure you repurpose your high quality movies (each those you’ve created and any you intend to create.) I’ll present you easy methods to create many sorts of content material from a single video (and why it is best to).

First, I’ll clarify my definition of content material repurposing.

What’s content material repurposing?

Content material repurposing includes turning a chunk of content material into totally different media to be used throughout a number of platforms. It includes considering creatively about speaking your message in several codecs and places so you possibly can attain and join with extra folks.

Content material may be multifunctional. A YouTube video doesn’t need to solely stay on YouTube. It could actually 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 nicely, is a strategic and artistic course of.

Every repurposed piece requires time, power, creativity, and technique. The distinction is you’re not ranging from scratch. You possibly can increase or reduce factors and worth inside 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 numerous platforms, you attain audiences:

• The place they eat 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 and marketing technique.

#Content material repurposing isn’t a buzz phrase for copying and pasting – it’s a strategic and artistic course of, says @Content10X through @CMIContent. Click on To Tweet

The best way to determine on codecs and platforms

Nobody is aware of higher than you the place your viewers hangs out and the way they eat 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 are you going to align your model’s messaging with their wants and expectations?
• The place do they eat essentially the most content material? When you could have recognized a target market, align your content material technique with their preferences. This ensures you get essentially the most engagement, and your message will probably be seen by the proper folks of their most well-liked format.  
• What assets do you could have? Do you could have the price range to outsource, or does repurposing rely on what you possibly can 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 diverse content material menu

Think about your content material as a menu designed to enchantment to various urge for food sizes and palate preferences. Provide a mixture of content material nibbles (suppose tweets and Instagram Tales), starters (Twitter threads, Instagram picture carousels), mains (long-form articles, white papers, ebooks, podcasts), and desserts (checklists, swipe recordsdata).

Folks could begin consuming your content material in any of those programs, so be sure to incorporate calls to motion (CTA) that allow 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 through @CMIContent. Click on To Tweet

Nibbles and starters

Nice short-form content material whets folks’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 sort of social media content material.

Lengthy-form video is comparatively straightforward to repurpose as short-form movies for social media platforms. Simply contemplate the next elements:

• Dimensions: Tailor every video’s dimensions to the goal platform. Sproutsocial.com has an in depth, usually up to date social media video specs information with all the foundations, sizes, and dimensions.
• Captions: Subtitles or captions enable folks to grasp the movies with the pontificate. It additionally creates an inclusive expertise for folks with listening to impairments.
• Standalone value-add: The toughest a part of repurposing long-form movies into shorter clips is deciding what to incorporate. In the end, you need standalone clips that entertain, educate, and encourage.

 

You may as well flip your lengthy video into shorter textual content -or image-based content material for social platforms. Listed here are some choices for serving these content material appetizers (the picture above reveals a number of examples).

Tweets and threads

Listed here are a number of concepts to repurpose your movies into content material for Twitter (in case you and your viewers are nonetheless utilizing that platform).

• Break your video message into text-only tweets.
• Write a thread based mostly on the primary concepts out of your video.
• Put up the graphics.
• Share bite-sized clips out of your primary 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 photographs and 1.45% for movies, just because viewers have extra content material to have interaction with – to not point out the carousels can seem a number of instances within the feed.

Use essentially the most participating quotes and screenshots, and in case you’ve created graphics for social, tweak them in your carousels.

 TIP: Repurpose your Instagram carousel right into a LinkedIn carousel by saving the pictures as a single PDF doc and making a doc put up on LinkedIn.

Instagram and Fb tales

Based on Buffer, 500 million folks create and watch Instagram Tales on their cellular gadgets on daily basis, 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 interesting 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 stay video

Livestreams are nice for participating along with your viewers and constructing a neighborhood. 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, participating along with your viewers in regards to the matter.

You possibly can go stay on many platforms, together with YouTube, LinkedIn, Fb, Instagram, and TikTok. Plus, your stay video may be downloaded and repurposed, too.

Reddit and Quora posts

Reddit won’t be high of your listing for distributing video content material. But it surely has a powerful, passionate viewers of 52 million energetic customers and a discussion board for each topic. You could possibly host an ask-me-anything (r/AMA) thread in your video matter or put up a snippet of your repurposed weblog put up accompanied by a graphic.

Nevertheless, that you must 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 have interaction the neighborhood round your content material.

On the question-and-answer web site Quora, you’re nearly assured to seek out questions associated to your matter, regardless of how obscure. Greater than 300 million folks go to the platform every month, so it could be the prime location to reveal your experience.

Goal threads associated to your matter, repurposing your video into authoritative, participating solutions.

Earlier than you repurpose video #Content material on Reddit, be sure it gives worth and engages the neighborhood in a singular means, says @Content10X through @CMIContent Click on To Tweet

Predominant 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 here are some choices to think about:

Podcast episodes

In case your video doesn’t rely on visuals, the audio alone holds worth. You could possibly flip it into an episode of your usually scheduled podcast.

Whereas video typically requires a stationary viewers, podcast listeners are out and about. These folks won’t have half-hour to observe a video, however they’ll 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. It’s possible you’ll must finesse parts to make it work – be extra descriptive in some locations or take away references to visuals in others. Contemplate an intro and outro and midrolls too.

TechSmith, one in all my firm’s purchasers, repurposes their livestream interview sequence as YouTube movies, then strips out the audio to make use of within the firm podcast.

Weblog posts

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. Nevertheless, 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 increase on the video’s details to create a weblog put up unbiased of the video. Go into much more element in regards to the matter than the video offered and add hyperlinks to different content material to supply 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 ebooks

Should you’ve bought a handful of movies with a standard theme, you’ve already bought the makings of a very good book. Every video may be repurposed as a chapter. If this course of reveals gaps in your content material, you possibly can create new movies to fill them.

On-line programs

Based on Statista.com, the worldwide e-learning market is forecast to succeed in nearly $400 billion by 2026. In order a content material marketer, it is sensible to repurpose your movies into a web-based course.

Look by means of your archives and analytics to establish your most participating movies. Take into consideration what you get requested time 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. Should you give your prospects precisely what they want, they usually go away figuring out precisely what they should know, you’ve executed your job.

Desserts

For individuals who desire 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) high of thoughts.

Infographics present an important visible snapshot of content material that’s not simply straightforward to eat but in addition extremely shareable.

Don’t neglect to additionally repurpose these dessert objects into the related primary programs akin to weblog articles, ebooks, ebook chapters, and many others.

Benefit from high quality substances

With content material repurposing, ensure you’re beginning with high quality substances. Don’t repurpose lackluster movies. That’s like distributing free samples of mediocre meals – you received’t persuade extra folks to order the entire dish.

Then don’t let your high quality substances 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 possibly can repurpose.

And each time you create a brand new video, plan easy methods to repurpose it.

Attempt among the concepts I’ve shared, and also you’ll have whipped up a content material banquet earlier than you understand it.

Cowl picture by Joseph Kalinowski/Content material Advertising Institute