For example, the initial idea for a brand video may begin as a part of the web redesign process. It’s widely established that website videos are effective for increasing dwell time and improving your website’s overall search engine optimization (SEO) by increasing the amount of time a user spends on your site. But that same brand video can also be used in other ways to promote your business.
One of the most important benefits of repurposing video content is ensuring that it’s being seen. Keep in mind that different personas consume content in various ways. Some of your ideal customers may catch your video on social media while others may read it in an email. Making sure to deliver the same content in a variety of ways improves the chances of reaching more people with your message, increasing total views doesn’t hurt either 🙂
Keep reading to learn more about our favorite ways to repurpose videos in multiple ways for maximum impact and effectiveness. These ideas, listed in no particular order, are all actions you can take with the same video: one video, many purposes! Let’s go!
If you use any kind of video in your marketing strategy, always upload it to YouTube. This is important for many reasons. One is because YouTube is the second largest search engine in the world. Another important reason to upload your marketing videos to YouTube is that it helps with SEO. The page on your website featuring your brand video may never rank on page one, but the properly optimized YouTube version of the video could. Not to mention, your website will benefit from the backlinks.
This is easy enough to do if you are shooting and editing the videos yourself. There are a number of how-to sites that explain the steps you should take to edit videos to fit on all of the various social media platforms. If you invest in professional video production for your marketing videos, be sure to ask for them to be edited and resized into smaller clips that can be shared across social media channels.
Email marketing comes in many shapes and sizes. There are lead nurture campaigns, sales letters, and general monthly email-type newsletters you can send to your subscribers. As you plan the content for these various strategies, always include video somewhere in the process. We actually wrote an entire blog post about that, you can read that here: 7 Reasons Why Your Next Email Marketing Campaign Must Include Video.
Website sales pages are probably the most obvious place for professionally produced marketing videos. Anything you can do to give potential customers a better view of what they’re getting helps them to take the next step in the process. Whether that’s to schedule a demo, start a free trial, or a make purchase decision it’s important to keep leads moving through the funnel at every stage.
Did you know that the online directory Google My Business allows you to upload photos and videos to your listing? Google search algorithms place value on the connection between your website and Google My Business listing, so it will improve your overall page rank to make sure your listing includes as much dynamic content as possible.
(See Also: What’s a Digital Footprint and Why Does It Matter to My Business?)
If you’re using retargeting to reach buyers in the middle of your sales funnel, adding video to landing pages is a great way to keep these leads engaged. You may consider producing videos specifically for the retargeting campaign you’re running but you can also repurpose general branded content on lead pages to give a more well-rounded representation of your company to potential buyers.
If possible, it’s always a good idea to create blog posts around every video you create. You can use a service like Rev.com to easily transcribe long videos, or you could write original content to feature or promote the video. Once you’ve got the written content in place to go with the video, take the steps to perform thorough on-page SEO to give your website a boost in the page rankings.
We love helping our clients create compelling brand videos that can be used to generate traffic and leads to grow their businesses. Our team is ready to guide you through all aspects of story discovery, concept development, location scouting, scriptwriting, and all phases of production. Once your video is complete we can work with you to create a strategy to repurpose your new videos in ways that bring more leads to your sales funnel. Schedule a meeting and we can get started today!