Video is performing great on websites and in social media marketing these days. However, it can take time and be a challenge to produce new video regularly. One way to overcome this is to repurpose or adjust and edit existing videos. Repurposing your videos can be a great way to fill gaps in your content marketing strategy and generate new content. All you have to do is identify the critical points in the videos and present them to your audience in alternative content forms that make sense on those social media platforms.
And, guess what – it’s a simple and fairly easy process. Let’s dive into the possibilities!
Documentation means creating pillar content. Also known as cornerstone content, pillar content is a substantive and informative piece of content on a specific topic or theme that can be broken down into numerous smaller pieces. Another way to define it is as “the chief resource from which other pieces of content are drawn”.
The easiest way to document a video is to write an article that captures everything in that video. Don’t confuse this with transcription. Transcription is a great way to repurpose videos. But, a transcript isn’t necessarily pillar-content.
Among other things, pillar blog content must include all your keywords and explain anything where confusions may arise. Experts recommend writing a minimum of 600 words.
This is where the real magic happens. Now that you have the pillar content, you can use it to create other short-form content pieces. The following are a few examples of short-form content you can create from the original video and newly-created pillar content;
Other options: You can also create GIFs, photos, and clips from your video, and even send the video as an email to your contact list.
Once you have both the pillar content and short-form pieces, the next step is to distribute them strategically.
There are three main content distribution channels; owned, paid, and earned. Owned channels are the channels that you control; channels that are not subject to the rules of other people. Examples here include websites, blogs, and social media platforms. Paid channels, meanwhile, are those you have to pay to use. Examples of paid media include display ads, paid influencers, and paid promotions.
Finally, a content channel is said to be earned if customers become distributors. When loyal customers start sharing your messages on social media and their blogs/websites, for example, you have “earned” a new content distribution channel. Content marketers should aim to make use of all three content distribution channels.
Remember that the repurposing process never ends. Even the short-form content can be repurposed several times down the line as you seek to get your marketing messages to every corner of the world. Need help with doing this? Contact our team to discuss today!
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