9 ways to repurpose your video content


ways to repurpose video contentMaking the most of any marketing video you create is important. After all, you put significant time, energy and money into developing your video assets.

Although your finished videos might be doing a good job for you in terms of driving traffic and boosting conversions on their own, shouldn’t you be getting a bit more mileage out of those costly assets?

Reimagining your video content

Here are 9 ways to repurpose or reimagine your video content to attract more attention and extend its value:

  1. Transcripts
    One of the very first things you should do with your videos is transcribe them and add the transcripts to the website pages where your videos appear. Copy around your video can help improve video SEO. Upload the transcripts to your videos on YouTube too; Google is increasing the weight videos have in indexing, so this is a must to grab more eyeballs. For tips on how to prepare a YouTube video transcript file, visit YouTube’s website.
  2. Articles, blog posts and ebooks
    Use some of the longer transcripts from your videos as a source for blog posts and articles. If you’re producing a series of video tutorials on a particular topic, compile all of the transcripts. With a little editing and formatting, you’ll have an ebook.
  3. Bloopers and outtakes
    While they may not be appropriate for every company, video bloopers and outtakes can help humanize your brand and create a closer bond with your customer base. Retailers heavily into video, such as Zappos or Vat19 (check out my interview with Vat19 founder Jamie Salvatori), use secondary YouTube channels to offer this kind of additional content, reserving their main channel for straight-up product video. Multiple channels help viewers know what to expect when they arrive and offer them a choice in what they want to watch and subscribe to. Outtakes from Vat19:






  4. ‘Making of’ or behind-the-scenes video
    Musicians and moviemakers have been doing it for years: giving eager fans a glimpse of what goes on behind the scenes on a film shoot. The next time you’re shooting a video, consider taking extra footage of the location, rigs, sets and direction to put together your own ‘making of’ video. Here’s the behind-the-scenes video of “Joy Ride” for the Nikon D800:






  5. Podcasts
    Video-editing software has the ability to export just the audio of any video. If the audio from your videos makes sense on its own without the visual component, consider publishing it standalone on iTunes and other podcast sites. The kinds of content that might work well include presentations, speeches and interviews.
  6. Web images
    A lot of web video is shot at 30 frames or pictures per second. For a clip that’s a few minutes in length, you can have a truckload of potential images to re-use. Choose the best images for your favorite photo sharing sites such as Flickr and Pinterest. Repurpose others for your blog, website, Facebook fan page and Twitter profile.
  7. Slide presentations
    Depending on the types of video you’ve got, consider taking content from a few of your videos, and creating a PowerPoint presentation to upload to SlideShare.
  8. Video series
    If you have some lengthy clips (upwards of a few minutes long), think about whether you can chop them up into smaller chunks for different video ads, web pages or blog posts.
  9. Viewer comments
    Reading through the comments on your videos can help you understand the questions viewers have about your products or brand. You can then use some of these as the basis for new video content. Ok, so not exactly a true repurposing, but still part of the content creation cycle.

Each time you are planning to create a new video, think about all the different ways you could reimagine it for other formats and platforms in advance. Build those ideas into the creation process and your content plan to extend your marketing budget, offer a richer experience to your customers and generate creative to use in social media.

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