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How To Repurpose Video Content And Improve Your Marketing

Posted by: Joey Xoto Posted on

We get it. Producing enough video content to keep your customers engaged and the algorithms happy can be tough. It’s expensive, requires a huge time commitment and can be challenging to skill up for.

But the simple truth is, without a steady stream of video content, your marketing campaigns will suffer. Video continues to be the cornerstone of internet marketing, offering conversion rates and return on investment no other medium can match.

That’s why we at Viddyoze provide easy-to-use tools to produce video at a professional standard. We know how powerful video marketing is at capturing your customer’s attention and keeping it for the long term.

And we know there’s a simple answer to maximizing your reach without burning out or breaking the bank: repurposing video content.

But what is repurposing? We’re here to break it down and provide you with a host of ideas to ensure your video content goes the distance. Rattle around at the bottom of forgotten desktop folders for those video snippets you never thought you’d use again – we promise there is a way to give your old video content new life.

Contents:

What Does Repurpose Video Mean?

Repurposing video content means taking existing video and adapting it to fit a new content format. It’s about doing more with the marketing materials you have.

Whether you have old YouTube videos lying around, a blog post collecting dust or promotional material used once and then forgotten, repurposing video will bring new life and purpose to existing content.

How Do You Repurpose Content?

You repurpose video content by changing its form to better fit a new home. This might be removing a video’s audio file to create a podcast, cutting a longer video up to form several short Instagram posts, or transcribing a webinar to make an informative blog post.

Tips To Repurpose Old Videos To Increase ROI

Creating original video content can be expensive and time-consuming. Using the content you fought so hard to make just once does it a disservice – and decreases your potential ROI.

With these methods you’ll learn how to repurpose your existing videos. We’ll help you make them go further and do more, meaning a single piece can return your investment in time, effort and money many times over – and perhaps even open you up to a new marketing channel.

Split One Long Video Into Several Short-Form Videos

This is one of the classic ways to repurpose video content.

Remember that long video recording of an interview you posted once, months ago, and then never mentioned again? It’s time to bring it back and build a social media campaign around it.

During the initial recording, it’s very likely that you and your guest covered multiple topics and had many interesting things to say during each segment. Cherry-pick these highlights to create bite-sized video clips which you can post on social media channels to build excitement for the full recording.

What makes this strategy so successful is the virality factor. Short video clips are prime viral social media content because they’re entertaining, easy to share, and easy to consume. They also work great to boost brand awareness on Instagram Stories, Reels or TikTok.

So, find your most suitable longer video and cut out the best bits to repurpose across your channels. And, if they’re not split between multiple platforms, make sure to point people towards the full video with a link so they know where to find more information – and stay glued to your content.

Use Your Video To Capture Email Addresses

Videos can be an excellent way to capture email addresses and get new leads into your sales funnel.

If you have an enticing, informative piece of content you know will be in demand, hide it behind an email-capture form and give it away for free in exchange for people’s contact info.

Upload videos to an autoresponder email, and your lead generation machine will work on autopilot.

Pro-tip: to improve the conversion rate of your video lead magnet, cut the video into a short teaser trailer or snippet and use this to entice the prospect. Let the content sell itself!

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Transcribe Your Video Into A Blog Post

The war for Google’s front page is one of attrition. By consistently uploading quality, keyword-rich content to your website or blog, you can increase your visibility with the almighty search engine and funnel passive traffic to your business.

Videos can be quick and easy to transcribe, although you might find the language doesn’t work as well on the page as it does audibly. But with some creative editing, informative videos of all kinds can make excellent reading. Just remember to properly format them so Google’s spiders appreciate your expertise.

If you’re not too keen on doing the transcribing yourself, there are many speech-to-text tools out there to make the process quick and painless. You’ll have a quality blog post in no time.

Repackage Your Webinars As A Video Training Course

Webinars and training videos are the kind of things many businesses create as part of their regular operations. Unfortunately, they tend to gather dust until they’re next ‘useful’.

Of course, a good video repurposing strategy means they’re always useful.

People will pay for the kind of training that’s usually only available in-house. According to a 2018 study by Research and Markets, global eLearning revenue climbed to $325 Billion that year – up from $125 Billion in 2015. With remote working and the gig economy exploding, it’s a trend that’s likely to continue.

Why not get on board? Taking some time to refit your webinars as an online course could form an unexpected revenue stream with a little effort. Or they could make another excellent way to capture email signups. The sky is the limit.

Repurpose Footage From Annual Events Into Trailers For The Next One

One of the many advantages of video is putting a human face to a brand or product. Videos build trust – and there’s no better way to convince potential attendees that an event will be worth their time than showing them how great the last one was.

If your business has attended a trade show, convention or hosted its own event, it’s likely someone was filming the ambience on the floor. Cutting that footage into a simple trailer or recap video for the next event is an easy way to drum up excitement and ticket sales.

More importantly, any potential attendee will immediately trust the quality of an event if they see it with their own eyes. As they say in Hollywood: show, don’t tell.

Keep People On Your Website For Longer By Embedding Videos Onto Your Landing Pages

Videos are a powerful tool for hooking viewer attention and enabling them to consume your message. Savvy digital marketers have recognized this and are using videos right now to get more sales on their website.

In fact, studies show including a video on your landing page can boost conversion rates by up to 80%.

Take inspiration and repurpose your video content to power up your website! Major video platforms such as YouTube and Vimeo offer free tools for you to easily embed y0ur content onto your landing pages.

The key to getting this right is using videos which compliment the page content. For example, adding your product demonstrations to your product sales pages makes sense. So does embedding your ‘meet the team’ videos to your about us page.

How To Repurpose YouTube Videos

YouTube is the most popular platform among marketers creating video content, and for good reason: 40% of shoppers globally say they purchased products they’d found on YouTube.

But making a YouTube video can also feel like a one-and-done. Once your video runs out of steam with the algorithm and views start to taper off, it can feel like the content’s reached the end of its life.

Not so: these tips will help you repurpose your YouTube content and keep it kicking for years to come.

Use The Audio From Your Videos To Launch A Podcast

Audio podcasts are so entrenched within the internet landscape today that it can feel like you’re missing out if you don’t have one.

And it raw terms, you are: a study by Pandora found that 42% of podcast listeners found audio advertisements more likely to capture their attention than other forms.

Buying advertising space in established channels can be expensive and competitive. Instead, why not pull the audio from your most informative videos and post it as a podcast? Not only does this give your audience the option of how to consume your expertise, but it also expands your reach – without putting in the massive effort required to create a bespoke audio podcast.

Entrepreneur Gary Vee, the founder of Vayner Media, does this to great effect. He repurposes key points from his popular YouTube show #AskGaryVee and posts them as podcasts, where he’s consistently topping the Apple Podcast charts in business.

Post The Raw Video File Onto Social Media To Get More Impressions

Social media algorithms give posts extra visibility in newsfeeds if they determine that post will keep users engaged on their app for longer. It’s how they make their money.

Posting YouTube links to promote your videos on social media might seem like a great idea to drive views – but if you’re encouraging people to click a link which takes them off the platform, you won’t be impressing the algorithms of Twitter, Instagram, or Facebook and it’s likely your post won’t generate many organic impressions.

To get the best of both world’s here’s what you do: take your raw video file, split it into several smaller videos, post the new videos directly to your chosen social medias, and link to the full YouTube video in the comments.

This method allows you to repurpose videos, drive traffic to your YouTube videos, and still get the boost in organic social media impressions. It’s a win-win.

Get More Views By Boosting Your Best Performing Video

There are many ways to repurpose video content on YouTube, but the simplest is by running a paid ad campaign to give your video longer life and continue introducing your brand to new people.

Take a look at your YouTube analytics dashboard and find the video which has the highest retention rate (aka your best-performing video), that’s the content you need to use as your video ad.

All you need to do then is make sure your video is optimized for conversions and then refine the ad targeting to only display to your ideal customer profile.

Post Your Facebook Live Videos To YouTube

Did you just deliver a killer sales pitch on Facebook Live? Wish it could live in internet notoriety forever and continue to work its magic long after the moment’s passed? Video repurposing provides an easy answer.

Live video is incredible for in-the-moment engagement, but the simple truth of the modern world is that many people won’t be able to make the event – especially if your consumer base spans several time zones.

Eliminate that problem by posting your live video to your YouTube channel afterwards. That way, your hard work won’t be lost to time, and a presentation meant for a single stream can go on living long after the moment’s passed.

Repurposing Blog Posts Into Video Content

Just as old videos can be given new life as blog content, the reverse is also true. A blog post is a perfect means of delivering scrollable, quick-to-digest information, but they’re missing the unique advantages of video content.

Thankfully, having an established blog means half the work of producing a great video is already done.

Repurposing blog posts into scripts for videos can be an excellent way of ensuring your content goes further, and help you take advantage of video’s unbeatable ROI.

Turn Your FAQs Into A Content Series

Viewers retain 95% of a message when they watch in video form, according to a study by Insivia – that’s up from just 10% when reading in text. This seems like a problem for businesses with busy FAQ pages.

If your FAQs are consistently being used by customers looking to better understand your products, it could be a no-brainer to repurpose them into a video series. Who would’ve thought FAQs could be a cornerstone of your content marketing?

Not only will an FAQ video be an excellent and effective reference for your existing customers, but YouTube’s natural reach could capture a new audience too.

And that new audience will be more likely to spend if their first impression is of a professionally produced, detailed piece of video content that makes your product or service easier to understand.

Transform Your Product Support Documentation Into Video Tutorials

In the same vein, creating video tutorials for your product is a great way of improving your customer’s information retention. Studies aside, many people find visual learning a more effective tool for understanding, and will appreciate the effort of creating an explainer video.

But video tutorials can be an effective product marketing strategy, too. By creating specific videos which demonstrate how to use your product, the problems it solves, and exclusive features – you can softly promote your product to potential buyers.

In short, show prospective customers what your product can do – the likelihood is they’ll believe their eyes over a few words of copy or a product description.

Create Videos For All Of Your Written Testimonials

Customer testimonials are a great example of emulating word-of-mouth marketing, and most business websites are littered with them.

Instead of joining the oversaturated throng of on-site customer testimonials, make yours stand out by repurposing them as videos.

Perhaps shoot a satisfied customer using your product or service, or even ask your audience to send in videos explaining how your business has benefitted them. You don’t need any fancy equipment to repurpose customer testimonials: selfie videos feel human and honest and go a great way to forging a deeper connection with your target audience.

Failing that, even collating your testimonials in a series of shorter clips can go some way to making sure your potential customers pay attention to them.

Repurpose Your Case Studies Into A Video

Case studies make for excellent content all around, but can be particularly effective in video form. Continuing the ‘show, don’t tell’ theme, watching your product or service make a difference in the real world can be a powerful contributing factor to buyer intent.

Case studies can also be a great strategy to showcase the breadth of your product’s possible applications. Think outside of the box and show your customers product demos they won’t expect, and prove to them what you’re offering can improve their lives or businesses in ways that aren’t obvious. If it’s in video, they’ll believe it.

Case studies don’t need to have a short shelf life – repurpose them as social videos and make them a cornerstone of your marketing strategy long-term.

Announce Sales Promos With A Video Announcement

If you’re gearing up for a big sale promotion, you probably want people to know about it. The extremely shareable nature of video means it’s the perfect way to get news spreading fast.

A quick, bitesize snippet of video to show off what’s on offer – and better yet, its application – can immediately get the ball rolling. These work great in Instagram reels, where the flyby nature and easy store linking just makes sense.

Offering a discount code that’s only available to those who view the video might also boost engagement, ensure the video is shared far and wide, and get your stock moving fast.

How To Quickly Turn Your Old Blogs Into Videos

Hopefully, by now you’re alight with ideas about how to repurpose your existing video into content that keeps working for you well beyond its expiry date.

One of the key takeaways, as you might have noticed, is that video is difficult to make. Even simply repurposing old blog content can be challenging if you don’t have the prerequisite skills.

That’s where Viddyoze comes in. We’ve created the solution to designing and producing professional video content quickly and affordably – without the need for intensive courses or tutorials.

With our platform, you can repurpose that dusty blog content, testimonial, or case study in minutes.

All you need to do is logon to our app, choose a video template from our library, upload your text, then download and post. Transforming your content into studio-quality videos really is that simple.

Kickstart your video marketing revolution today. And dominate the content space in your niche with Viddyoze. Find out more.

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Summary

Video is one of the most powerful tools in any good content strategy. Repurposing video is the perfect way to keep your different channels fresh, and the likelihood is you’re sitting on a treasure trove of content already.

Without Viddyoze, repurposing just one video will be a chore and require a bunch of time, energy and money. With Viddyoze? Streamlining your content repurposing and keep your marketing channels active with engaging videos is a breeze.

Learn more about our video maker.

Joey Xoto profile picture
Joey Xoto

Hey, I’m Joey! In 2015, I co-founded and bootstrapped Viddyoze. Since then we’ve helped over 250,000 businesses create exceptional marketing videos, without needing any technical experience whatsoever – all thanks to our powerful automated video creation engine.

My core skills include marketing strategy, video production, and tech business leadership. I also host a podcast with my business partners called “Just 3 Clicks” where we talk about the lows and highs of bootstrapping an 8-figure business.

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