Making a video on any scale is a ton of work—from the strategy phase to the full-on marketing stage. Whether you spend an entire day filming one video yourself or pay a professional team to do it for you, you want to get the most out of your time and budget, especially as a small business.
By repurposing your video content and tying it into your digital marketing strategy, you can help your SEO, get more brand exposure, reach a larger audience, and much, much more. Here are some tips on how to repurpose your video content in line with your digital strategy.
Why is video important?
Videos are becoming more and more popular among consumers—and for good reason. As we end 2020, video content is still seen as one of the most effective parts of a digital marketing strategy.
They can be a nice break from long-form content, they are entertaining and pique interest, and they are easy to digest.
It’s reported that 81% of businesses are now using video for marketing—is your company on par, or falling behind the curve?
Adding video content to your marketing strategy is beneficial in any industry. Companies that offer a product can easily share work-in-progress shots to create excitement, and service-centric businesses can share testimonial videos that showcase how their service is valuable to their potential clients.
According to Cisco, over 80% of all traffic will consist of video by 2021, which is right around the corner. If your business is not using video content and repurposing it, you will most likely lose out on sales, new clients, and brand exposure.
Reasons why you should repurpose video content
Reach a larger audience
It’s no secret that each person has their own preference for browsing, learning about, and digesting content. Some are auditory learners, while others retain messages better by reading
Most videos (depending on how long they are) require undivided attention—a tough sell for someone scrolling quickly through their Instagram feed. If they think the video is too long or not useful to them, it’s very easy to pass it by.
By offering different “versions” of your videos, you can reach a larger audience to cater to each preference—with short videos, blog posts, infographics, and more.
Get the most bang for your buck
You might have to cough up thousands of dollars to hire a video production company for a commercial, ad, or testimonial—don’t you want to use it for more than one occasion?
By repurposing your videos, you’re able to get the most bang for your buck. You can shorten them to make a reel on Instagram, turn the contents into a blog post, or use one to design an infographic. The possibilities are endless!
Boost conversion and sales
Utilizing your videos for ad campaigns, product and landing pages, and social media posts can boost your conversions and sales.
Explainer videos, customer testimonials, and live demos are some of the best types of videos to increase conversion.
A study from Wyzowl found that 74% of users who watched an explainer video about a product subsequently bought it. This is a remarkable statistic that proves the importance and benefit of creating and sharing your video content.
Search engines love videos—they see them as higher priority content over plain text forms, like blog posts.
Repurposing your video content and posting it on other websites and directories can boost your SEO rankings.
The process of organically or strategically getting direct links from other sites to your domain is called “backlinking”. When a higher authority website links back to your website, this helps boost your SEO.
In layman’s terms, when other sites point back to yours, Google and other search engines see it as a sign that influencers in your industry see you as an authority. They think your company posts consistently relevant content. Getting high-authority backlinks boosts your SEO.
Bonus tip: Make sure your backlinking doesn’t come from a million different niche sites, as search engines can see it as a spamming tactic. For example, if your company sells sponges, it would make sense for cleaning blogs to be linking back to you—but there probably isn’t a connection between sponges and an IT website.
How to repurpose video content for a digital marketing strategy
Using your videos as marketing collateral requires more than just posting it on YouTube—posting on video websites is not a marketing strategy, after all. To have a well-rounded, beneficial digital marketing strategy and reach your target audience, you must repurpose and share your content on different channels.
Social media channels, specifically TikTok and Instagram, are blowing up at the moment as videos take off. This is incredibly beneficial for your business as well.
These social channels only allow you to post videos that are 60 seconds, so to post your full-length video, you’ll have to clip it. This gives you a great opportunity to edit your video into multiple clips that convey different messages and stories.
Pinterest is another social media channel where videos give great returns. Initially, it was created for photo sharing, but as videos get more popular, we are seeing more videos on this visual channel. Pinterest allows you to post 15-minute videos—much more than other channels.
Teaser videos are a wonderful way to give previews for more in-depth videos without catching a potential customer off guard with a long runtime. It’s much more likely that someone just beginning to interact with your brand will watch a 30-second video before diving into a 10-minute demo video.
Teasers and shorter versions of your videos are great options for advertisements and can be used for all stages in the buyer’s journey.
Blog posts and emails
Most videos—depending on how long they are—can be repurposed in the form of blog content or short-form emails. By offering your video content in written form, you’re able to reach a wider audience and catch the attention of your buyer personas over multiple channels.
Even though the majority of online users prefer video over text these days, turning your videos into short emails and long-form blog posts will give you a more well-rounded digital marketing strategy.
Remember to always include a link to your blog post from the original video on YouTube, Vimeo, or whatever channel you use—and vice versa.
New channels, new mediums
Compelling video content is taking over the digital marketing scene. To get the most effective use out of your video content, you can repurpose them to round out your digital marketing strategy is crucial. By doing this, you’ll be able to save time and money, get your name in front of a larger audience, and reach your potential customers in any form—and on any channel that they prefer.