How to Get 3+ Content Assets from a Single Video

We’re pretty passionate about content repurposing. It’s one of the smartest approaches to squeeze the most value out of your content budget. And with video content on the rise, what better place to start?

We recently helped a client (a leading low-code SaaS provider) with this exact approach. Their partner team had completed a customer testimonial video. As a marketer, you know that’s hard to score! They didn’t want to miss the opportunity to share it far and wide.

So, we took the video and worked our storytelling magic. As you can in the example below, the new blog article stands on its own, but also has the video embedded for easy access.

Click on the image below to check it out.

What are the benefits of repurposing your videos?

Repurposing your video content has a long list of benefits. This strategy is a low-cost approach to:

• Support continuity in messaging

• Improve search engine optimization (SEO)

• Build awareness across platforms

• Get more bang for your content buck

• Reach your audience in diverse ways (i.e., how they prefer to consume content)

With the long list of pros, it’s a bit of a no-brainer. Sure, it doesn’t work for every opportunity. But it’s definitely a strategy you’ll want to incorporate into your quarterly content plan.

How to get multiple assets out of just one video

1: Take a video and turn it into a written asset.

This step takes some finesse. It’s not as simple as posting a transcript word for word. The reader processes a written story differently than a visual one. Here are six steps to consider:

1. Think carefully about the article flow (which may be different from the video flow).

2. Provide the necessary context upfront. Written pieces need more details to set the stage.

3. Break up your story into natural subsections for easier reading.

4. Insert the best quotes throughout (and make sure to attribute them).

5. Conclude the piece in a meaningful way: how does the story end? Or where is it heading next?

6. Include a call to action (CTA) at the bottom, like a prompt to sign up for a free trial or demo. And give your reader a way to keep the conversation going by contacting your team.

2: Reverse the approach: Use a written asset to inspire a video.

Reverse the technique mentioned above. Take an article you’ve written (it doesn’t have to be a testimonial, but it could!) and turn it into a video.

The best part? This does not require a big budget or even a ton of time. Here’s an example:

Let’s say you’re a data management company, and you’ve recently published a white paper on 10 Steps to Improve Data Governance. You’ve put a lot of time and investment into the paper, but the downloads remain low.

You realize that people may feel overwhelmed by the topic. But what if you could break down that barrier while simultaneously promoting your new asset?

A few quick videos featuring a subject matter expert (SME) could be a great approach!

Take a technical term in the paper and have your SME briefly explain what it is and why it’s important. For example, “Ask the SME: What is data stewardship?” Share the videos on social media and, with each post, invite your audience to get more tips with a free download of your white paper.

This type of video is easy to make. All you need is a simple USB mic and your iPhone. You can use an app like Camo to get good video quality and edit the video using a program like Canva for your channel of choice (LinkedIn, TikTok, YouTube, etc.). And remember to add captions!

3: Share snippets in more places.

Don’t want to write a long-form blog? There are other ways you can repurpose a video. Here are a few ideas:

• Share a series of quotes from the video on LinkedIn (Canva is great for creating visual posts).

• Create a one-page overview or infographic with the top highlights from the video — and share that on social media, too.

• Use your video in a monthly newsletter (via your direct list or the LinkedIn newsletter feature).

• Put the video on a brief Landing Page and leverage it as part of a topic cluster to improve SEO.

Ready to give it a try?

Hopefully, these tips inspired some content repurposing ideas!

And if you need help turning a video into a compelling written piece, reach out to our writers. We’re expert storytellers and full of more great tips like the ones in this post.