How to Re-purpose One Video and Publish It in Twelve Ways
Creating video content is a labor intensive process that requires time, creativity, and money. So if you spend the resources to create one video, you need to make sure you get the most out of the final product.
You don’t want to post your video in one place, move onto another project and forget about the expensive, premium content you created.
Instead, you want to re-purpose your video and publish it in multiple places so you get the farthest reach and best value out of your video marketing efforts.
Here are twelve ways you can do just that.
1. Upload to YouTube
YouTube is an obvious first publishing destination. Next to Google, YouTube is the largest search engine on the internet, processing more than 3 billion searches a month. As such, posting your video to YouTube can increase its visibility as it allows audiences to discover your content through search.
To maximize the search engine potential of your YouTube video, make sure to:
- Include keywords in the title
- Use a short title
- Use a descriptive title
- Include tags
- Use a custom thumbnail
2. Upload to Vimeo
If you've already posted your video on YouTube, you may think you don’t need to post it on Vimeo as well, but, there are benefits to posting on both platforms.
Posting to YouTube will improve your video’s visibility, as YouTube is the more popular video platform. But posting on Vimeo will improve the look of your embedded videos. Videos uploaded to Vimeo and then embedded onto other sites have a higher quality video performance. So, embed the Vimeo version of your video on other sites to deliver the best playback experience.
Just remember to change up the keywords on each upload so the pages don’t compete in general search.
3. Upload to Facebook
Instead of sharing a link to your video on Facebook, upload the video directly to the platform. Because videos uploaded directly to Facebook are visible in the News Feed (i.e. you don’t need to open a new window to view), and will autoplay, more people will see your video.
The potential for video visibility on Facebook is extremely high. Latest states show that Facebook is facilitating, on average, more than 8 billion video views every day.
4 & 5. Upload Clips to Twitter & Instagram
Twitter and Instagram are good places for posting snippets from your video. Although both platforms recently increased their video length limits (Instagram to 60 seconds and Twitter to 2 minutes and 20 seconds), they still have smaller video playback limits than platforms like Facebook, YouTube and Vimeo. Use this shorter viewing time to your advantage by cutting small clips out of your video to add teasers to these platforms and lead audiences back to the full content.
Plus, you can create multiple small clips out of one larger video, giving you a chance to re-purpose videos and create even more content.
6. Post on Your Blog
Don’t let your video go unnoticed on your blog. Highlight the video by embedding it directly into a post.
But don’t just embed the video and hit publish.
Write supporting text that relates to the topic of the video. The extra copy on the page will help the post with visibility in search rankings. Include at least 300 words and use relevant keywords in the copy and the title.
7. Post on Another Blog
You don’t have to keep the video all to yourself. You can reach out to other publishers and websites and see if they'd be interested in featuring your video on their blog.
Embedding video on more than one website doesn't create a duplicate content issue such as the problem with publishing the same copy on more than one site. Having your video shared on other blogs won’t hurt you; it will help you.
Showing your video to another audience is helpful for spreading awareness about your brand and drawing people back to your video channel or website.
8. Add It to a Landing Page on Your Website
Re-purpose videos and spruce up your website by embedding a video on relevant landing pages. Adding video will make the page look more engaging and can help improve conversion rates.
When used on a landing page, studies show that video can increase conversions by up to 80%.
9. Incorporate It Into Sales Assets
Leverage the fact that video can increase conversions by adding video to your other sales assets, such as slide decks and presentations. Adding an engaging video will add variety to your content and help keep your audience engaged.
10. Add It to an Email Campaign
Include your video in your email marketing campaigns or newsletters - and make sure you audience knows that it's included.
Adding the word “video” to an email subject line boosts open rates, increases click-through rates, and reduces unsubscribes.
11. Use It as Opt-in Content
If you're already sharing your video in a lot of public places, this may not be a good option, but it is worth noting that videos are a great content giveaway.
If you create a large video asset, you can chop it up into smaller videos then deliver it as an email video series.
Provide it to your audience in exchange for their email address to grow your list.
12. Turn the Script Into Text-Based Content
Break down your video to find a hidden piece of content - the copy.
Turn the script of your video into a text-based blog post, landing page copy, email content, or similar. You've exerted resources to create the script, so make sure you use it in every possible way.
Creating videos for your marketing or communication efforts is a resourceful strategy because you can take one asset and use it in multiple ways. You can re-purpose videos, publish them on multiple platforms, and get up to 10x the use out of one piece of content.
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