There’s no denying that content marketing is essential—Statista expects content marketing revenue to exceed $300 billion by 2019. But is all content marketing the same? What about written content versus video content?
Video is overtaking the blog as the top content medium. In fact, Cisco projects that global traffic from videos will make up 82% of all consumer internet traffic by 2021, and 54% of consumers want to see more video content from brands (HubSpot).
So if video content is so clearly preferred, what can your business do to make more videos? One of the easiest paths is to repurpose your existing written content as video.
When you re-use your content, you can expect to:
- improve the ROI/ROAS of your existing content.
- achieve multiple goals and reach wider audiences with a single topic.
- maximize your time, effort and reach.
Here are nine tips for getting the job done right.
1. Tailor Your Written Content
First, you need to identify the right type of content to use for your video—this can be anything from blogs to event coverage to news and more. To do this, you should look for written pieces that received the most views or garnered the most engagement.
Then, once you’ve chosen the right content, make sure you tailor it to your new video audience. If you want to share your video on Facebook, then be aware that many users consume video without the sound on and that the clip will auto-play in the news feed, so strong visuals and a “hook” at the beginning is crucial. On LinkedIn, a video that focuses on statistics and data may work better.
For more ideas, check out “The Ultimate Guide to Repurposing Your Existing Content.”
2. Consider a Video Series
If you have a long blog post or case study, don’t feel like you need to put all of that content into one video. Instead, consider creating a video series out of a single piece of content, weaving all the pieces together to tell a compelling story. The goal is to keep engaging your audience with consistent messaging that fits your brand and mission.
3. Create a Summary Video
An alternative to creating a series of videos is to create a single summary video out of your blog and written content instead. This type of video breaks down the key points of the article in a quick and digestible way, and you can then link viewers back to the original written content to learn more.
A great example is this video by Jones Lang Lasalle, which was posted on Instagram. It breaks down 5 key facts from an in-depth article about the Hong Kong Property Market.
4. Focus on Main Points
As explained above, identifying and extracting the main points of a written piece is an easy way to find valuable video content. The key is to ask yourself, “What are the most important things you want to convey to your audience?” and then build your video around that. In this way, you break down your written content into just the essentials.
5. Develop an Outline
By developing an outline of your written content, you can use it as a guide for creating your video. This will help ensure that you have a clear headline, introduction, message, and conclusion—all vital to a successful video. Learn how to not just make a video, but to make a template here.
For example, this SYFY video about the Emmys opened explaining that “genre series” had a solid night. The main message was focused on what genre shows took home which prizes in which categories. The video ends with a call to action (CTA) asking viewers to share their favorite part of the Emmys.
6. Choose Audio and Visuals
Once you know what written content you’re going to use, have your main points and have created an outline, it’s time to choose the audio and visuals for your video. When choosing those elements, consider:
- The tone of your video—whether it’s funny, serious, informational, etc.—based on your target audience.
- Creating multiple versions for different audiences (different tones/imagery/ duration and aspect ratio)
- What type of audio will work best for your video: narration, soundbites, ambient sound, music, sound effects, or a mix of all three?
The audio and visuals should be chosen with your content and messaging in mind and not the other way around, but you can still tweak and change content as needed to make sure things flow. Consider that images can tell a thousand words and can be used metaphorically. For example, when talking about success, you could use generic images of a mountain climber on the peak, a money jar full of coins, or a close up of a person smiling.
7. Add Closed Captions
No matter where you plan to post your video or how you plan to use it, consider adding subtitles. Text captions make it so everyone, including those have their sound muted on their device, can enjoy your video. For ideas on how to do this successfully, check out this article on the four tips you need to win at video.
8. Include Branding
No video is complete without adding your brand’s logo. This helps you be consistent and ensures that no matter how far your video is shared you still receive the recognition you deserve. Branding is also key to making sure your video content builds your company’s image.
9. End with a Call To Action (CTA)
Using a video to build your brand image is great, but also consider what you want your target audience to do once they have seen it. You should put a call to action at the end of the video, reminding viewers to:
– Share or like it
– Write a comment
– Follow your social media page(s)
– Visit your website
A good trick to drive engagement is to end your video with a question.
There are thousand-and-one ways to transform your written content into successful video content. The key is to make a plan and then just get started.