7 marketing videos you can make from existing content

Looking for an innovative way to breathe new life into your existing content?

Video is the way of the future. And here’s the best part: You probably already have all the content you need to create a robust set of marketing videos for all your social media channels.

All you have to do is repurpose that content into videos that work well within your existing marketing strategy; no brain-racking required.

Here are seven ideas for growth-focused marketing videos you can create with your repurposed content. 

1. Turn almost anything into a video slideshow

One of the easiest ways to repurpose content is to make a video slideshow.

Almost any piece of content has discrete points that can be summed up or condensed into slides, then compiled into a slideshow. Video slideshows work well on most marketing channels, except for YouTube.

Slideshows also make a great addition to product pages. They perform well on social media. You can even turn customer support documents (product use instructions, FAQ pages) into video slideshows.

2. Answer questions and educate customers with social media videos

Video performs incredibly well on social media. And videos that answer questions or provide interesting educational information perform exceptionally well because they keep people glued to their screens.

The best content to repurpose for social media is that which answers a question or delivers a tidbit that most people don’t know, including:

  • How-to blog posts
  • Listicle blog posts
  • FAQ answers
  • Podcast clips
  • Product use case videos
  • Webinars

By repurposing these types of content into social media videos, you’re taking something that doesn’t necessarily fit on social media and converting it into a medium that performs very well in the social landscape.

A link to a blog post won’t get as much attention as a short video highlighting a key point from that post. (Of course, you can always include a link to the whole blog post when you post the video clip.)

The same goes for pulling bits from podcasts, webinars and your FAQ page.

In most cases, you can also get quite a few social media video posts from one single piece of written content. 

A typical social media video runs about 10 to 30 seconds, depending on the platform. That means you can create multiple social media videos from one blog post or webinar. It also means you should avoid cramming an entire piece of repurposed content into a single social media video.

Remember: the visual component is incredibly important on social media. Make sure to include animated visuals in your videos, even if you’re just pulling quotes and animating the text in your video. 

Add stock footage or relevant product footage so your video stands out. That way, you truly benefit from all the attention-getting power of video on social media.

3. Create video testimonials

This might not technically be repurposing content. But it’s at least derivative of other content, so it counts.

Making video testimonials can be tricky because you need a video of a customer giving the testimonial and permission from the customer to use it in your marketing.

However, video testimonials are a potent marketing tool. And you can work a video testimonial into just about any digital marketing channel. So a single video testimonial can supplement most of your other marketing assets.

Video testimonials make great paid ads. You can embed them on product pages. They even make solid additions to marketing emails and email newsletters.

4. Promote your webinars with free video clips

Webinars are a popular lead generation tool because they work. But because they’re a lead magnet, your “free” webinars are technically not free. Viewers must give their email address to access the content.

However, you can use a few intriguing clips from your webinars to get more people to sign up. And you’ll get better conversions from your follow-up emails if you include a snippet of the webinar video in the emails. You can also use these snippets to drive traffic to your recorded webinars with social media posts or add them to your webinar landing pages.

Another idea is to use clips from old webinars that you’re not promoting anymore and turn them into social media content and embedded videos for your blog posts. In short, once you have webinar video content, keep using it.

5. Make video case studies and whitepapers

Case studies and whitepapers are often distributed like e-books. It’s a proven method for getting email addresses and helping customers make a purchase decision. But e-books are not the only way to disseminate this information.

You can turn these into video assets and use the videos in one of two ways:

  1. Create a shorter, more summarized video version that helps get people interested in the written case study or whitepaper.
  2. Create a complete video case study or whitepaper.

The method you choose depends on your marketing strategy. If you need video content to get more traffic and downloads, it’s probably best to use your video as a teaser in social media posts and paid ads.

If you use case studies and whitepapers as part of an in-depth sales process to help prospects make large purchase decisions, creating whole video case studies and whitepapers is a best practice.

This method also works if you find that people are downloading your text documents but then failing to convert. 

It’s possible that the text document isn’t appealing enough or is too long for most readers. Converting to video makes the content more accessible and easier to remember, which will help increase conversion rates.

6. Offer value up-front with educational videos

How-to videos are some of the most compelling videos you can make. They make great social media content. And you can add them to your marketing emails. Showing people how to do things will likely never go out of style.

Typically, blog posts are the content you’ll repurpose for how-to and educational videos. Showing people how to do things is as effective in writing as in videos. So you’ve likely got a sound library of how-to blog posts.

You can also draw from your customer support team. Answering common customer questions is a great way to help prospective customers overcome their buying uncertainty. 

7. Expand your podcast reach with video clips

If you have a podcast or someone from your company is a guest on a podcast, use that content to create videos.

It’s ideal if the podcast is recorded as a video because then all you have to do is add an intro and outro to clips from the recording. If the podcast is only recorded as audio, you can pair audio clips with stock footage or add commentary to the clips.

The goal is to create a full-fledged video from the podcast, rather than simply converting an audio file into a video file. Use stock footage or record footage of a host introducing the clip and offering additional insights.

If your business has a podcast, podcast video clips are one of the best ways — if not the best way — to increase your podcast audience. There’s a reason so many popular podcasts have an entire YouTube channel dedicated to sharing clips with links to the full episode in the video description.

Depending on what’s in the clip, use podcast clips to supplement product pages, create social media posts, add some pop to your email newsletter, or add variety to your YouTube channel.

Contributed by Leah Diviney, a content manager at Biteable, the world’s simplest video maker. When Leah isn’t busy making videos, she writes about them for the Biteable Blog.

For more insights and inspiration from today’s leading entrepreneurs, check out EO on Inc. and more articles from the EO blog

Categories: general PR/MARKETING Video


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