Your content could make you so much money but you’re sleeping on it. We talked about our $500,000 blog post last year, and its value has only gone up since then.
How?
Well, imagine: you’ve managed to snag a leading industry expert for a guest appearance on your LinkedIn or Instagram Live – depending on your preferred platform. You finally get confirmation, and the date is set for the live webinar.
It goes really well. You have a ton of attendees, active engagement from your viewers, and tons of in-show comments, likes, and even shares. People even talk about how transformational it was and how the session changed their approach to marketing. All is looking good.
What happens next? Chances are, you’ll upload the video onto YouTube and start to drive traffic there. That’s all. Then, you find your next speaker and plan your next live event. There are more ways to put your content to better use.
In the blog, we will show you how to take one piece of video content and stretch its use- repurpose it so that you keep getting value from it, no matter how much time has passed. And if you stay till the end, you get a downloadable flowchart that shows everything I’ve shared with you at a glance.
Let’s get into it!
Why You Need To Repurpose Your Video Content
Video is a versatile piece of content – it engages all senses, especially if it answers your audience’s burning questions. Some of these questions can be described as evergreen – with the potential to live beyond that webinar. This is either because it is a pain point that every founder faces in their growth journey, or it accurately gives a solution that marketing professionals can easily implement. Either way, it’s a shame to limit the scope of this content to just video. By converting this video to other forms of content, you can:
- Increase your reach. Cater to other audiences who prefer to consume content in ways other than video. For the readers, a blog post will be perfect for getting your message across. For audio listeners, a podcast is ideal for consuming on the go. And there’s the scrolling crowd that you’ll find on social media. The takeaway is that you can expand your reach and impact by repurposing and converting your webinar video for other platforms.
- Extend the lifespan of your content – Repurposing your content allows you to get more from your video, keeping it relevant and valuable for extended periods. Another thing is that it has the potential to birth more content – in the form of questions, comments, and observations from your audience. Answering these questions also increases your engagement level, preventing your content from fading into obscurity.
- Helps with your SEO – When you convert to blog posts (or any other platform that requires the written word), you can optimize with relevant keywords. This way, search engines can properly index your content, improving your SEO and organic traffic.
- One voice across your marketing platforms – Repurposing your content helps you maintain a consistent voice across all your marketing channels – email, social media, podcasts, and more. This consistency creates a sense of organization and reinforces your brand image and voice to subscribers contacting you on different platforms.
Now that we’ve explored the benefits of why you should repurpose your content let’s explore the different kinds of content that your video can be converted into and how you should go about it.
Think of Video, Your Main Content Piece, As A Seed…
You’ve done a fantastic job with:
- Identifying an issue or pain point to speak about.
- Finding an industry expert to shed more light and share solutions.
The engagement on your video is evidence enough that your content is relevant and is precisely what your audience wants to see. What you should do next is to decide what types of content pieces you can get from your videos. We’ve used this process at CrowdTamers, which has worked for us and many clients.
From your video, you can draw these different content types:
- Blog posts
- Video snippets for social posts.
- Podcast
- Newsletters
- Infographics
But this blog will focus mainly on blog posts, podcasts, social posts, shorts for socials, TikTok, YouTube shorts, and newsletters.
Your Content Redistribution Workflow:
This is what the master workflow looks like. From the point of inviting your guest to the content distribution part, follow us as we take you through the process of maximizing the lifespan of your content.
Video
Your recorded video from your webinar/live is your pillar content, so this is where we’ll start. The first thing you want to do is to clean up your video. To do this, import to a software like Descript to clean it up. Take out any filler words, and add subtitles for better understanding. Add your intro and outro, and now you have a solid piece of content to work with.
You also want to create catchy visuals for this video you’ve cleaned up. When uploaded on other social platforms, these visuals will serve as thumbnail art or cover images. You can have your designer create this or, if you’re the Bootstrap kinda founder, make this in Canva or any of the countless image design apps available.
Now we move on to…
Your Blog Post
Your blog post is another essential piece of content. It lets you expand on key points discussed during the webinar and address questions that popped up during the webinar. Here’s what you can do.”
- Transcribe your webinar using tools like Otter.ai to generate accurate text.
- Copy to ChatGPT to flesh out parts of the transcript. This will focus on areas lightly glossed over during the webinar for a deeper exposition.
- Now that ChatGPT has done its work, it’s time for yours. Get your freshly written blog and edit it, watching out for the tone and any AI-looking/sounding text.
- Publish on your blog (WordPress or Medium) with video snippets that you have chopped and collected from the master video.
Recommended tools: Otter.ai, MeetGeek, or any transcription tool. WordPress. Medium.
Your social posts (YouTube Shorts/TikTok)
Half of your audience is scrolling mindlessly on social media. Make sure your content is one of the numerous posts they’ll encounter, but remember to make it catchy enough for them to stop and consume it fully. Start by:
- Chopping your video into shorter clips using any video editing software. We like to use Opus Pro at CrowdTamers.
- Add subtitles again for easy consumption.
- Add video bumpers to your clips.
- Craft engaging captions or quotes to accompany the short clips.
- Schedule across platforms (TikTok, YouTube Shorts, etc) using content scheduling software like MissingLettr, Buffer, or Hootsuite for consistency’s sake.
Recommended tools – Opus Pro, and MissingLettr for scheduling.
Your Podcast
Catering to an audience that’s always on the go? Enter Podcast! Here are the steps to take:
- Extract the audio from the master video that you’ve edited.
- Take your audio to Adobe Podcasts to enhance your audio, take care of background noise, and clean up your sound. Take out any irrelevant parts for a tighter flow.
- Add your intro/outro and transitions for a more polished flow.
- Upload to your podcast hosting platform of choice, such as Google, Apple, or Spotify Podcast.
Recommended tools – Adobe podcast, Anchor, Podcast hosting platform – (Google, Apple or Spotify)
Newsletter
Last on our list is your email newsletter. Beyond your video content, this also allows you to aggregate your content and platforms so your audience has the luxury of choice when they want to consume your content. Here’s what to do:
- Summarize key takeaways and insights from the webinar into small chunks. Remember to craft catchy and engaging hooks.
- Include links to the blog post, social media content, and podcast episodes related to the webinar topic.
- Personalize your newsletter. Use additional commentary or behind-the-scenes anecdotes to add value for subscribers. You can also add answers to questions in a way that directs them back to your video or any other content from your blog.
- Use email marketing platforms like Mailchimp or ConvertKit to design and send newsletters.
That’s about it. This can be a lot to do, but with the right tools, you can simplify the process and automate one or two parts. As promised, you can download the content workflow below.
Do you have any questions, observations, or comments? Let’s hear it in the comment section, or follow us on social media to get dibs on the hottest marketing trends for your business.
