Building your video content Strategy Series: Repurpose Content

Producing video content that resonates with your audience is essential, but equally important is maximising the value of that content through repurposing. Repurposing content involves taking existing video material and transforming it into new formats to reach different audiences across multiple platforms. This strategy ensures that you get the most out of each piece of content, extending its lifespan while reducing the cost and effort of constant new production.

For experts in video content strategy, repurposing content is not just a cost-saving measure but also a way to enhance audience reach, engagement, and return on investment (ROI). This article explores the in-depth process of repurposing video content, discussing best practices, platform-specific considerations, and how to integrate this strategy into your broader video marketing efforts.

Why Repurpose Content?

At its core, repurposing content is about working smarter, not harder. Creating high-quality video content requires a significant investment in terms of time, resources, and talent. However, once a video is produced, it doesn’t have to serve just one purpose or live on a single platform. By repurposing, you can take that same video and tailor it for different contexts, such as social media, blogs, email campaigns, or even live events.

Repurposing also addresses the diverse preferences of your audience. Some viewers may prefer short-form videos on platforms like Instagram or TikTok, while others engage more with long-form content on YouTube or LinkedIn. A successful repurposing strategy ensures that your content is accessible and engaging across a variety of formats and channels, allowing you to cater to different consumption habits.

Moreover, repurposing content increases its exposure. A single video may reach a particular segment of your audience, but repurposing it across multiple platforms can introduce it to entirely new demographics. This not only amplifies your reach but also drives better engagement, helping your message resonate more widely.

Identifying Core Content for Repurposing

The first step in a successful repurposing strategy is identifying content that lends itself well to being reused. Not all videos are suitable for repurposing, but those with strong foundational narratives, timeless relevance, or evergreen educational value make ideal candidates.

For example, product demonstrations, thought leadership interviews, or tutorial videos are rich in valuable information that can be reformatted and shared across various platforms. Similarly, case studies and customer testimonials are perfect for repurposing into shorter, more digestible clips or social proof elements on landing pages.

Analysing your video performance through data analytics can also help identify content with the potential for repurposing. Videos with high engagement rates, extended watch times, or strong social shares often indicate content that resonates with your audience, making them prime candidates for repurposing into new formats.

Repurposing for Social Media

Social media is one of the best platforms to repurpose video content due to its ever-evolving algorithms and constant demand for fresh material. However, each social media platform has its unique content preferences and audience behaviours. Tailoring your repurposed videos to fit the specific demands of each platform is critical to maximising their effectiveness.

For Instagram and TikTok, focus on short, engaging clips that capture attention in the first few seconds. You can extract highlight reels or key soundbites from a longer video and turn them into bite-sized clips. Vertical videos perform best on these platforms, so reformatting your original content for vertical display is essential.

For LinkedIn and Twitter, thought leadership and industry-specific insights perform well. Consider repurposing webinars, interviews, or case studies into shorter segments, ideal for professional audiences. On LinkedIn, these videos should be informative and provide clear value, while on Twitter, shorter, punchier clips work better due to the fast-paced nature of the platform.

Turning Video Content Into Blog Posts and Articles

Repurposing video content into written material like blog posts or articles offers another way to extend the reach and lifespan of your original video. For example, a tutorial video can be transformed into a step-by-step blog post, or an interview with an industry expert can be repurposed into a thought leadership article.

The key to success here is ensuring the written content captures the essence of the video while expanding on its details where necessary. Embedding the original video within the blog post adds further value, giving readers both a visual and textual experience. This not only helps with SEO by driving traffic to your website but also provides accessible options for audiences who prefer reading over watching videos.

Moreover, written content can also be optimised for search engines, allowing your repurposed content to serve as a continuous source of organic traffic long after the video’s initial release. By incorporating relevant keywords, headlines, and subheadings, you improve the chances of ranking higher in search results, driving more engagement over time.

Incorporating Video Content into Email Campaigns

Repurposing video content for email marketing is another highly effective way to engage your audience. Emails that include video content often see higher open and click-through rates, as video provides a more engaging and dynamic experience compared to text-heavy emails.

Instead of embedding entire videos into your emails, consider using short snippets or GIFs from the video. These short, engaging elements can entice recipients to click through to the full video hosted on your website, YouTube channel, or other platforms. This approach keeps your emails concise while driving traffic to your video content.

You can also segment your email lists and tailor the video content to match the preferences and behaviours of each group. For example, new subscribers might receive an introductory video about your brand, while long-term customers might get case studies or product demos that showcase advanced features. Personalising your repurposed video content for different segments boosts engagement and relevance.

Using Video for Webinars and Live Events

Live webinars and events are an excellent opportunity to repurpose existing video content in a way that enhances interactivity. If you have pre-recorded tutorials, case studies, or interviews, these can serve as the foundation for a live event where you expand upon the concepts presented in the original video.

For instance, you could repurpose sections of a product demo video during a live Q&A session where participants ask in-depth questions about the product. By blending pre-recorded content with live engagement, you provide a more comprehensive experience while maximising the value of your existing material.

Furthermore, once the live event or webinar has ended, you can repurpose the event itself. Editing key segments from the webinar into stand-alone videos allows you to extend the event’s lifespan and share it with those who couldn’t attend live.

Conclusion: Repurposing for Maximum Impact

Repurposing video content is an indispensable strategy for extending the reach, value, and impact of your video marketing efforts. By tailoring your original content to fit the unique demands of various platforms and formats, you can engage with a broader audience, increase brand visibility, and maximise your return on investment.

With thoughtful planning, data-driven insights, and an understanding of your audience’s preferences, repurposing video content becomes a powerful tool in your video content strategy toolkit. It’s not about recycling content; it’s about reimagining it in ways that continue to drive engagement and deliver value.

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