You may think that repurposing your content into video is easier said than done. But that is simply not true. Here’s how to go about doing it:
1. Draft Your Story Outlines
Creating your videos will become much easier if you outline a beginning, middle, and end. By knowing where you want to go, you will be able to develop a video that is simple, concise, and powerful.
For example, let’s say that you want to create a video from one of your highest performing blog posts. You know that the beginning will show the intro. The end will feature the conclusion with your contact details. Once you know the beginning and ending, you’ll only need to fill in the blanks to develop a complete video.
2. Write Your Script
Once you know the story that you want to tell in your video, you should write up a script. With the blog post video idea above, you don’t want to include too much text or make it too long. You’ll want to display short sentences in each frame, and possibly provide a voice-over in some parts. The information should be as short and sweet as possible for maximum viewer engagement.
3. Use/Create a Storyboard
Sometimes it helps to see a video storyboard before you set off and create your own. Storyboards are great because they simplify video creation as they provide reusables video template with pre-formatted (yet editable) elements.
When you’re ready to give your own storyboard a try, it’s best to break the process into bite-sized chunks for easier management.
4. Establish a Timeline
Schedule every moment of your video. Your introduction should take 20 seconds. Then you might have a short customer testimonial that takes 15 seconds and then the ending should be another 15 seconds. At the very end, you can show your brand image with a spoken call-to-action that takes 10 seconds. That amounts to a powerful video that’s only a minute long and yet sure to make an impact.
Your job is then to fill those minutes with engaging content that will keep your audience riveted.
5. Identify Key Scenes
Just like a comic book, separate your video into key scenes. You may have seen animators do this for Pixar movies, for instance.
When you have each scene laid out, you’ll be able to see how each coincides. This is the time to rearrange them, add scenes, and remove unworkable ones to improve your video concept even more.
6. Sketch Scenes
You can further bring your storyboard to life by sketching each scene as if you were developing a comic or animated movie (but don’t worry if yours has stick men in them…). While this seems like overkill, it’s an excellent way to envision your video concept before production begins.
7. Choose a Video Production Platform
If you don’t know the first thing about video creation, you can use an online video production platform that will make the process a breeze. These types of platforms let you create storyboards, add media, add music and sounds, and more. They truly make it easy to repurpose any type of content to video.
How to Use Video Content Marketing for Maximum Results
Now that you know which content use cases you can easily scale to video and how to create videos, what should you do with them?
Here are a few tips for getting great results from your video production efforts:
Embed in Posts & Pages
Top bloggers know that you should break up your content with images and engaging videos. Adding videos to your blog posts can increase your reputation as a thought leader in your field. Similarly, videos can be added to product pages, landing pages, and other pages throughout your website to create familiarity and enhance conversions. For example, videos on landing pages can improve your conversion rates by 80%. Plus, 90% of customers report that product videos help them make purchasing decisions.
Share on Social Media
92% of mobile users share videos, according to Single Grain. The lesson is that, whenever you have a video created, share it on the platforms your prospects tend to visit most, be it branded content on Facebook, Twitter, LinkedIn, or Instagram.
Share via Email
You don’t have to wait for your audience to seek out your videos. You can let your prospects and customers know about your latest creations by emailing them to your contact database. Adding a video to email marketing can boost CTR by 200-300%. Make enough interesting, thought-provoking, and useful videos and your audience will start looking forward to them.
Upload on YouTube
Since the platform was created in 2005, YouTube has become the most popular video sharing platform to date. Every month, 8 out of 10 adults aged 18 to 49 watch videos on YouTube.
Furthermore, YouTube is the world’s second largest search engine. That means that, simply by publishing on YouTube, you get to piggyback on the site’s 1 billion daily mobile video views.
While there are other video platforms out there, there’s a good chance that if someone is searching for a video, they’re doing it on YouTube. Publish there to get a share of this audience.
Things to Remember
As you embark on your journey towards video storyteller, keep the following tips in mind:
Keep it Short
Remember, people don’t have a lot of time to watch a half-hour video. Rule of thumb: keep them to under two minutes.
Make Sure to Include Only Important Information
With only two minutes or less to disseminate your information, you’ll want to cut out all the fluff. That’s why storyboarding, script writing, and proper planning are key. Once you have your outline, script, and story sketches, you’ll be able to trim any fat to make your videos lean and powerful.
End with a Call-to-Action
Every video you create should have a goal, even if it’s just to bring more eyeballs to your brand. No matter what your goal is, make sure viewers know what you expect of them. This can be done simply with a written or spoken call-to-action on screen, such as “Buy now!” “Subscribe Today!” or “Visit our site to learn more!”
Optimize Your Videos for SEO
To ensure you receive maximum views, make sure you include a keyword in your title. You should also have keywords in your video description. You are also encouraged to link to your website and include your keywords when prompted by the video publishing platform, like YouTube. With proper optimization, your videos will be more likely to rise to the top of the SERPs, putting video at the core of your marketing strategy.
Another technique that is excellent for search optimization is transcribing. Moz is famous for transcribing their videos for their “Whiteboard Fridays.”
By transcribing the videos, a few things begin to happen for SEO. For one, you get to rank for video and text-based search, giving you a major boost in attention and engagement. Another matter is the backlink you can get from YouTube by adding your blog URL to the published video where you’ll post the transcription. Thirdly, if your content is good enough, it’ll get passed around like crazy, adding all kinds of social signals to your content, which can help it rank even higher in the SERPs.
You’ll be happy to learn that transcription does not have to be a painstaking affair. Temi offers speech to text transcription using advanced speech recognition software. The cost is $0.10 per minute, but it may be worth it for a 2-minute video.
If you want to do the transcription yourself, oTranscribe allows you to slow the video down, rewind, and a host of other features. It also comes highly recommended by brands like The Guardian and LifeHacker.
Of course, clever folks have figured out that you can open a Google Doc, activate Voice Typing, play your video, and off you go. You’ll be able to watch your transcription in real time.
The trick is taking out any “Ums” and pauses, or errors that might occur during transcription, where the computer didn’t quite get what you said. Make sure you edit your docs before you publish to the web.
Hopefully, by now you understand that you don’t have to be an expert to craft high-impact videos. You already have your target audience personas, so start creating your own videos that tell your story and gain better engagement with your audience!