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Video Content Marketing Made Easy: How You Can Repurpose Your Videos Into Other Kinds of Content

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Creating videos can be a whole lot easier than writing textual content, if you know what you're doing .

Just follow the guidelines below and soon you'll start churning out different kinds of videos and content in no time.

1. Decide On The Kind of Video Content You Want to Produce

To save on time, it's better to plan a video series that revolves around one topic, instead of multiple, stand-alone videos that tackle different subjects altogether. This allows you to build up viewer expectation, and also use/repurpose the videos that you have as assets for future content. 

Here are a few great video series ideas to get you started:

*Customer interviews
*Question and Answer sessions with your own employees
*Interviews with thoughtleaders and industry experts
*Educational webinars, especially those that are relevant to your industry. These videos are not only helpful to your audience, but they will also help you position yourself as an expert resource in your field

Make an outline of your series as a whole and create a production schedule for each of the videos. Stick to the schedule religiously. If you're planning to interview people, make sure to work out a time slot that works best for you and your interviewee, as well as your production schedule.

2. Start Recording and Editing Your Videos

You don't need a full blown video production suite to start creating and editing your videos. First off, when you're just starting out, it's best to work with what you have. There are free and/or cheap recording/editing alternatives out there that will work just fine. 

Here are some good tools you can use for recording:

*Youtube Live, Hangouts On Air - Great at live interviews and talkshow-style podcasts. This tool has a Q&A feature that you can utilize for audience engagement.

*Skype - While Skype itself doesn't have call recording, it supports a number of third-party apps that do. 

*Webinar recording tools like WebinarJam, Adobe Connect, Ustream, Livestream, and Clickmeeting

Youtube Live is particularly great for interviews since you get a preview of your stream (before you go live) and automatic backups. 

Editing Tools

Youtube Editor already has its own video editing tool that you can access in-browser. If you're on a Mac, iMovie is a very robust and capable editor. You can basically use whatever editing tool you're familiar with. As long as it has most of the basic features that you would need for editing videos- trimming, splitting, transitions, and others- you're good to go.

You can use a design program like Canva to create the video intro and thumbnail. Just make sure that all of your images are saved into separate files- you might be able to make use of them as visuals in future projects. 

A full video transcript as well as a brief summary (with major points highlighted and emphasized) are also very useful additions you can make for your viewers. 

3. Make Effective Use of Keywords

To drive viewers to your content, you need to optimize the landing pages that they will be placed on. These are usually:

*A website or blog post page
*YouTube video page
*Soundcloud episode page

The point here is to make all three pages optimized to rank in Google for important keywords. However, each of the pages would need to have different titles and descriptions because if Google sees that they are too similar, your content will be penalized. 

Use alternative titles for your content. If your video's title on Youtube is "Weight Loss Tips 101," you can change it to "Easy Weight Management Tricks" or "Video Guide to Weight Reduction" on your blog or website. A tool like Cluster Research can make the job of finding alternative keywords and terms for your titles a whole lot easier. 

4. Start Publishing

Once you've got your video, audio, (and transcript, if any) ready, it's to start promoting your content.

Youtube

Keep your titles around 70 characters. Writing a detailed description of the video's content is also good, though it's important to note that only the first 150 characters of the description is displayed before the "See More" link. End screens and cards on your videos are great places to promote your website and ask for subscribers and likes, so remember to utilize them.

Facebook Live

Facebook Live is not only for live video sessions. You can also play pre-recorded videos on it too. Just make sure that your followers know when you'll be streaming. 

Your Own Website or Blog

While video is the centerpiece of your marketing campaign, it should not be the sole focus of your efforts. If you're crafty enough, you'll be able to repurpose your video so that your subscribers can consume your content in a way that is most convenient for them. 

For example, you can...

*Write a corresponding blog post with content lifted and summarized from the video itself
*Embed the video as a podcast from Soundcloud
*Embed it as YouTube video, with a direct link to the YouTube page
*Offer a PDF download of the transcript and blog post

Instagram and Twitter

They may not be the ideal places to upload full-blown videos at first glance, but Instagram and Twitter are a must if you want to reach out to a larger audience. Just upload shortened 60-second highlight clips, provide a link to the full video (Instagram doesn't allow links on posts, so you would need to change your bio to the video link), and invite your followers to click on them. 

5. Use Your Content to Create More Content

Soon enough, you'll have a wealth of content scattered among different platforms and social media sites. It's helpful if you can consolidate all of these into one landing page, with buttons that allow your followers to subscribe to any of the platforms that they choose.

Even better if you can use your existing content, consolidate them, and then create more different kinds of content for your followers. 

For example, if you have a series of instructional videos, why not combine all those videos into a free online course? Sites like Teachable, Kajabi, and Udemy can help you create online courses for free. Blog posts can be turned into ebooks, while podcasts can be turned into audiobooks.

Take-away

Producing video content allows you to not only create videos that can reach out to your customers on a deeper level, but it can also provide you with a wealth of assets that you can use for your company's other marketing campaigns and projects. If you want to build up a solid database of graphics, audio, videos, text, and other kinds of materials that you can use and repurpose at will, then start making videos.