How to Repurpose Videos for Maximum Return On Investment

Whether you’re investing money into hiring a video production company, or you’re investing time into making your own videos, the investment is significant.

The same is true for any other asset you invest in for your business. And just like those other assets, I’m sure you want to get the most return from your investment in video.

I’ve discussed the importance of planning your videos in other articles and that is where it starts. A well-planned video, talking to your customers and addressing their needs will go a long way to getting a return on your investment.?

Once that video is made, using it properly is the next step. That means ensuring you post it to all of your social media channels in the right way; on YouTube, you’re using a good description, keywords and an effective thumbnail.

Two repurposing methods

There are two ways of repurposing videos I want to discuss in this article. The first is the one you’ve probably heard of already and is what most people think of when they think of repurposing content. The second is less obvious and many people miss it.

You can take your main video and break it up into smaller short videos. These can be used on your social media like trailers for the main video. They can be posted as ‘Shorts’ on YouTube, as TikTik videos and Instagram reels. I also believe all videos should posted on LinkedIn, so don’t be shy of posting each and every short on your LinkedIn profile.?

This is where most people stop. But there’s so much more you can do.

For example, you could take your video and turn it into a blog post or LinkedIn article. You can extract the transcript and use this as text, as well as writing about the content of the video. It should also be sent to your email newsletter list, where you can direct people to wherever you’d like them to watch it.

But don’t stop there.

Now you’ve created written content from your video, you can turn that into shorter pieces for social media posts. Written posts are especially effective on LinkedIn.

As you can see, you can create a whole pyramid of content from your main video. And if the video has been planned well, the content that flows from it will all be effective.

Also, don’t worry about posting the same thing multiple times. You can adjust your message slightly, but you must use your videos to their full extent - keep posting them and getting the message out there.

What most people miss

The next way of repurposing your content is not spoken about so much, because people are so engrossed in feeding the social media animal (which needs to be done, of course!).

And that is what we think of when we think about video: marketing.

However, there’s a whole buyer journey to consider and video can be implemented at different stages of the buyer journey to great effect.

For example, one of our clients uses their company video during in-person sales appointments. While the salesperson is measuring up (they sell windows), they hand an iPad to the customer and show them the company video while they wait. They’ve seen great success with this, helping people make a positive decision.

There are service and assembly videos we’ve made for clients. Assembly videos are available just after the customer has bought the product, providing an extra level of care and service? - showing what a great company you are to buy from, just at the point where they’re most happy and likely to make a referral.

The service video comes in later, but again, it adds massive value to your customers and shows you look after them. It can be used in your marketing to demonstrate you have great support available too.

These are just a couple of examples of using video at different stages of the buyer journey, which many people don’t consider.

It’s worth taking time to map out your buyer journey and see where you could include video. Not only will you be utilising the videos more, you’ll also be creating assets which add value to your business.

Hi - I'm Dan Barker — a former aerospace engineer who now runs a video production company for manufacturers.

Follow me for posts on how to leverage video in your business.

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