Content Marketing: How to repurpose videos into multiple types of content
Many of us are "bootstrappers," small businesses, and one-person marketing "departments," and we don't have much time to spend on our digital content marketing strategy. That means that getting some time back into their day is an essential issue for many marketers.
Learn how to create multiple pieces of multimedia content with one hour a week. You will appeal to people who consume content in different ways (video, podcasts, graphics, reading) while also continuously marketing your business and educating your audience.
Step 1: Weekly live video stream
Live stream
I do a live video stream that I am committed to - every week. In these live streams, I talk about specific topics. These videos are a cornerstone of my digital content marketing strategy, so content ideation is important.
I get ideas from:
Surveys I ask in webinars
Emails I receive
Pain points revealed in discovery calls
Educational topics related to my services.
This weekly live stream is the content foundation for my other content pieces.
I do my live streams via Streamyard. With this platform, you can add banners to your stream and share your screen. You can also change the view of what you are showing your audience. For example, if you share a PowerPoint presentation, you can enlarge your presentation view while making the window showing yourself smaller.
Repurposing the video recording as a podcast
Once I have finished my stream and close it, I have the option to download the recording. Also, I can download the audio file separately. This means that if my live stream recording mainly consists of spoken and not visual information (like a presentation), I can use the audio to create a podcast. All I need to do is clean up the audio a bit, maybe edit it with some transitions and then repurpose it as a podcast.
Social media
If you have access to LinkedIn, Youtube, Twitter, and Facebook, you can use Streamyard to go live in all those places as well. You can even stream in all of them at the same time.
When downloading my video recording from Streamyard, I get an mp4 file. This means I can also use it (either as a whole or in excerpts) later on my social media for further promotion.
Step 2: Video Transcription
Creating a transcription of your video recording for Youtube is excellent for enhancing the video's SEO value. For the transcription, I use Scribie. Scribie gives you the choice of ordering either an AI-generated or manual transcription. A human's transcription does cost more money, but it is worth it since it is more accurate.
Use the transcript for a blog post, a landing page for the video, or in the Youtube description to add more SEO "juice."
Step 3: Blog Post
The next step is hiring a writer to create a blog post based on the video. A simple transcription only repeats what you said during the video. A writer can take this a step further by creating a blog post inspired by your video. This is an excellent addition to your blog. It is a new piece of content, but you don't have to create it yourself. For a good writer, you can expect to pay a fee anywhere between $50 and $200 USD per post.
Step 4: Social Media Graphics
You now need to create graphics to use on social media around the posts you have just made. Streamyard provides a first easy step to doing that: When doing a stream, you need to create a thumbnail for Youtube. I generate that thumbnail when setting up for Streamyard. I then use Canva's resizing function to resize the thumbnail for Twitter, Instagram stories, and standalone Instagram posts. I usually do a bit of additional editing, but it takes me less than 15 minutes to do this.
Step 5: Automated Social Media Postings
I love MeetEdgar! MeetEdgar is a service that allows me to automate my social media postings. I have a category that is just for my content, and I schedule all my posts here - for the blog, the Youtube channel, and my live streams. They are then posted for me according to my schedule. They are also set to recycle, so they are repeatedly promoted as evergreen content. MeetEdgar is a great tool to save time on social media - I estimate it is about 10 hours a week. Not bad!
Step 6: E-Mail Marketing
You don't want to miss out on reaching "your people," i.e., your audience. So the final step of your digital content marketing strategy is writing an e-mail to
let them know that you are doing a new video
promote your blog post
send them any potential content upgrades like templates, eBooks, or an upcoming webinar.
Do you have further questions about this topic or would like to know more about your options to work with me directly? Perhaps you would like me to step in and take care of your digital content marketing strategy? Go ahead and request a free discovery call!
