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How to successfully repurpose video content

Senior account executive Charlotte Dove takes a look at the different ways we can repurpose video content across multiple media platforms.

Repurpose Video Content

It takes a long time and fair amount of effort to pull together a piece of really great video content. Not only do you have to find an angle to base your video on but then there are story boards to create, scripts to draft and diaries to coordinate.

No matter what type of video you create, professional and engaging content requires commitment. Often a short and snappy iPhone video is all you need but sometimes you’re required to push the boat out and create something super fancy. So how do you make this asset work hard and become as useful as possible for your business?

Make sure it’s on YouTube

YouTube is the number one video streaming platform with 1.9 billion monthly users. This offers your content a lot of potential exposure. It can also act as an excellent host when posting to social media although uploading as native content to a channel will ensure more views.

A couple of years ago we created a Virtual Reality for Architects video with David Leonard from Leonard Design Architects and to this day it is clocking up views (as of 26 April 2019 it’s at 32,035). We also secured a piece with the Financial Times on the topic of VR as the journalist saw the video and got in touch.

Share on social media

Regardless of the type of video you’ve created – a topical one that can only really be shared once or twice or an evergreen, which can be shared multiple times throughout the year – you need to be sharing across all your social channels.

As mentioned above, uploading a video directly to the social platform will guarantee more exposure for your video and generally looks better in a feed. However, pulling through from YouTube or Vimeo is also fine if the file size is too big.

Social media is the easiest way to reach your audience and offers a tangible way to measure video engagement with likes, shares and comments. Make sure you create some ‘teaser’ clips and shorter soundbites of the longer video to share on social as well.

Top tip: pin your video to the top of your Twitter, LinkedIn and Facebook page. This means your video is the first thing people see when they click on your profile.

Include in your e-newsletter

An easy win when repurposing your video content is to include it at the top of your monthly e-newsletter. This should be going out to all your clients, suppliers and friends of the business so you have an interested audience who will automatically be more engaged with the video.

If you don’t have a newsletter then consider an e-shot solely for the purpose of promoting the video. We do this with Baxter Freight on a regular basis. Most recently we supported with an e-shot to announce that the firm had achieved Authorised Economic Operator (AEO) status. We of course shared across social media so you can take a look over on their Twitter.

Repurpose your video into a blog post

You’ve spent time creating a script so why not tweak that copy for your website? It’s a super quick and easy win and offers another form of content for sharing across your social channels. Also, if the copy is fully optimised then it will inevitably help with your SEO and Google ranking for that particular topic.

Or even turn your video into a podcast

Podcasts are on the rise with an estimated 5.9 million weekly listeners in the UK (Ofcom). Watching a video or reading a blog post requires your full attention whereas you can listen to a podcast whilst driving, doing work or cleaning the house.

With this in mind you probably want to get a piece of the action. Depending on the video content and your business you may want to create your own podcast series. Alternatively try to get a guest slot on another podcast that fits in with your brand.

We support our client Pick Everard with their Perspective Podcasts – a series which looks at a variety of topics from NEC contracts to International Women’s Day. The idea was born from a change in NEC contract law and we helped organised an event, from which we produced a video and a podcast.

You may want to create your own podcast series or try to get a guest slot on another podcast that fits in with your brand.

Use video as part of your arsenal when pitching to press

A really technical or niche video can be used as another tool for pitching to journalists. It helps to bring the topic to life and shows that your client really does know what they’re talking about. Again, we did this with Leonard Design when we pitched the Global Retail Trends video to Construction Manager, which resulted in a series of technical articles with the leading trade title.

Similarly, if you’re hosting an event or opening a new restaurant it can be a great way to grab the journalist’s attention. When Bistrot Pierre opened their Birmingham restaurant we created this video as part of the wider #BonjourBirmingham campaign and it was very well received.

Video is on the rise with almost every platform prioritising it above all other content. In fact, it’s been predicted that by 2022, online videos will make up more than 82% of all consumer traffic (Cisco). Therefore, if you’ve committed the time, energy and resource to producing a great video then make sure you repurpose it to really maximise your reach and reward.

By Charlotte Dove

Charlotte supports a number of clients across health and beauty, construction and architecture. She has experience creating engaging content on social media, as well as copywriting for SEO and securing extensive coverage for clients.

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