Running a business takes up a ton of hours, making it difficult to find the time to be active and engaged on all social media platforms, or creating as much online content as we know we should be making. Yet, with the right repurposing blueprint in place, you can effectively create loads of content from one core piece of content -- including video.
Where to Start
First, you'll need to make one video addressing a central pain point your audience struggles with, or a covering a topic they'd be interested in. For instance, if you own a local café, you could create a video teaching viewers how to properly roast coffee like an industry expert.
1. Repurpose the video across your social media channels.
Next, take the video and republish it across your other social media channels as a native video -- from Facebook to LinkedIn to YouTube and more. This will increase the organic reach the video receives on each respective platform, given that social media algorithms prioritize native content over external links to different sites.
2. Break it down into three separate videos for Instagram.
On Instagram, videos have the potential to spread like wildfire, but the platform still only allows videos to be 60 seconds in length. Because of this, chop up the video into shorter clips, and then publish the full-length video to IGTV in addition to putting the original YouTube link in your Instagram bio.
3. Spread the word through Instagram Stories.
Instagram Stories are a terrific way to build hype around content because of their raw, unfiltered style. To get the most out of your video, create Instagram Stories documenting behind-the-scenes footage of your team creating the original video. Once the video goes live, encourage your viewers to post their own Instagram Stories about it and tag you in them so you can reshare the Story to your own channel. This will help prove to audiences that your video is worth watching.
4. Create a blog post on the same topic.
To increase your SEO value from the video, write a blog post on the same exact topic covered in your original video. Then, publish the post on your own website, on Medium, and on LinkedIn. Also, be sure to embed the original video in your blog post, too, so engaged readers can watch it directly on the page.
5. Create an email newsletter driving traffic to your blog post.
After that, you can direct web traffic to your blog post by creating an email newsletter encouraging subscribers to read the new article -- helping to increase the sets of eyes on your content.
6. Host a Q&A session via live video.
There's a good chance viewers will have some follow-up questions ignited by watching your original video. Give them the chance to ask you those questions directly by hosting Q&A sessions via live streaming. This can be done on LinkedIn Live, Instagram Live, Facebook Live, Twitter Live, or wherever you're most active on social media.
7. Strip the audio and create a podcast.
Next, take your original video and strip the audio so it can exist as a podcast. Using a tool like Anchor, you can automatically publish your podcast to multiple hosting platforms, such as Apple Podcasts, Spotify, SoundCloud, Podbean, Stitcher, and more -- saving you time and energy.
8. Publish quote tweets.
Take the "mic drop moments" from your video and create quote tweets linking back to the original video. This will help reel in Twitter users and increase the chances they'll click through to watch and share your video. Given how fast-moving and fleeting the nature of Twitter is, you can publish anywhere from a dozen quote tweets to 30 tweets or more during the weeks after you initially release the video.
9. Create an infographic.
Lastly, create a helpful, shareable infographic based on the material covered in your video. If you don't have a graphic designer on staff, this can also be done with a free tool like Canva, which has loads of premade, high-quality infographic templates. Once you have created the infographic, publish it on Pinterest and Instagram for maximum impact -- you can also include it in your blog post to increase shareability and potential back-links to your site.
Entrepreneurship is a stressful, busy occupation. Sometimes, it can become so hectic that it feels impossible to sustain an active online marketing presence while still running your company. Yet, as shown in this article, if you put repurposing in your marketing strategy, you'll begin to notice where you can cut corners and save loads of time.