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GeminiRepurposing content isn’t a new strategy. The formula is simple – create once, repurpose & reuse many times. Extend the lifespan of existing assets. This way, you not only increase the RoI of the content production process but also are able to scale up content marketing faster.
On the face of it, the process seems simple –
- You pick up an existing text asset such as eBooks, guides, whitepaper, webinar transcript, G2 reviews, etc.
- You ensure it’s either well-researched re-usable content or refers to an evergreen topic or is just popular.
- Curate the best parts and re-organize them.
- Convert those parts into videos (with or without voiceover) – into either long form or short form or both. You can use DIY tools or ask the in-house video editor.
Check this tweet from SEMRUSH on content repurposing:
BUT before you start working on content repurposing, ask yourself these critical questions –
- How to execute a content repurposing strategy without hiring someone full-time?
- What are the booby traps in content repurposing and how do we dodge them?
- How do you determine which of your content is worthy of a second-life?
- Which DIY tools are suited to re-purpose different types of content?
- How do you know if the makeover is a success?
- And most importantly, how do you maintain your brand’s consistency and the original content’s essence during the repurposing process?
Confused? Don’t worry. Let me share all the tips and tricks we use at Content Beta that help our clients re-purpose existing content and convert text to videos.
We have made videos for 200+ B2B & SaaS companies.
Explainer Video, Product Demo, Remote Video Testimonials, and more.
What is Content Repurposing?
Content repurposing is the process of taking existing content and adapting it into a new format. Think of it as your favorite TV show spin-off. You’re taking the characters (content) you already love or are popular and creating a whole new plotline (format).
For instance, a blog post might be converted into a video, a podcast, an ebook or a social media post. It’s not just a simple copy-paste job. You may have to adapt to different platforms and different audiences. E.g., Instagram users hang out there for entertainment, whereas users on G2 are looking for testimonials & reviews to make a purchase decision.
Quick Note 1 – Content repurposing isn’t the same as repetition.
Quick Note 2 – Content repurposing isn’t the same as content recycling.
We’ll discuss this soon.
A Step-by-Step Guide to Implementing a Content Repurposing Strategy
Step 1: Content Hunt
Look through your content archives. Find the best performing or high potential contents. These are your prime candidates for content repurposing. Keywords are – well-researched, evergreen, hi-impressions or views, popular, hi-volume search.
Step 2: Format Find
Now, let’s think about where your target audience likes to hang out – are they YouTube binge-watchers, LinkedIn lurkers, or podcast addicts? Choose a format that will fit their consumption habits like a glove – Vertical vs. Square or 60 seconds vs. 90 seconds.
Well, speaking of podcasts, Content Beta has got ’em! We chat with industry hotshots about product marketing and customer education. Our shows?
Step 3: Makeover Time
Now comes the fun part – it’s time to give the content a makeover. Remember, content repurposing is more than a copy-paste job. Give it a new spin, a fresh perspective, or a different angle. Use the latest design and transition trends. E.g., title box, animated subtitles, occasional stock video insertions, sound effects, etc.
Besides hiring a on-demand creative agency such as Content Beta, you can also use a lot of DIY tools such as Descript, Canva, etc.
Step 4: Publish and Promote
Now that you are done with content repurposing, it’s showtime! Publish it and don’t forget – a little social media shout-out or a mention in your newsletter can go a long way.
Step 5: The Review Roundup
Keep a track on how your repurposed content is performing. Use the insights to fine-tune your content repurpose strategy for the next round.
Step 6: Rinse and Repeat
Keep the cycle going! You can repurpose every new piece of content you create, right from the start.
Identifying Suitable Written Content for Video Repurposing
1. Audit Your Existing Content
Start the search by conducting a thorough audit of your existing written content. Blogs, articles, case studies, transcripts of webinars, eBooks and whitepapers – nothing is off-limits!
2. High-Performers
Look for the high-performing content pieces. They should have the highest views, shares, comments, and reading time. These are your best candidates ready for the video repurposing.
3. Consider using content that remains relevant
Double-down on content that continues to remain relevant for your audience.
4. Choose the Complex Ones
Complex topics or detailed explanations can be a mouthful in written form. But such detailed explanations can be ideal content for video repurposing. The video format can simplify complex information and provide a visual feast!.
5. Charm of Storytelling
If your content tells a story or takes the reader on a journey, it’s ready for the screen. The visual and auditory elements of a video can enhance the storytelling experience more.
6. The Voice of the People
User-generated content (UGC) – G2 or Capterra reviews, testimonials, case studies – these are your raw, real, trust-building gems. They are ready to be repurposed as captivating video content.
7. Platform Play
Think about your video playground. How-to guides could rock on YouTube, while bite-sized, punchy pieces might win on short-attention social media platforms (TikTok, Instagram). Choose wisely!
Process of Repurposing Written Content into Video
1. Identify Content for Video Repurposing
Pick out those written content pieces that are screaming for a visual makeover. Look for high-performing, evergreen written content, they are your best bet.
2. Video Vibe
What is your video format? Explainer, webinar, tutorial, or a spicy social media video? Choose your style.
3. Crafting the Script
Now, transform your written masterpiece into a dynamic video script. Keep it tight, engaging, and easy to understand.
4. Storyboard Scene
Next, let’s play a round of Pictionary! Sketch out your script scene by scene. It is your roadmap to the production process of the repurposed video.
5. Lights, Camera, Action!
Pick out those written content pieces that are screaming for a visual makeover. Look for high-performing, evergreen written content, they are your best bet.
6. Snip 'n' Polish
Time to trim the excess and add some sparkle. Ensure the video flows smoothly. Add music, sound effects, graphics, and subtitles to taste.
7. Test Drive
Roll out a sneak-peek to a test audience. Gather feedback, and tweak your masterpiece accordingly.
8. It's showtime!
Hit the publish button and send your repurposed video into the digital universe. Don’t forget about the promo for maximum visibility!
We know how to sell your story using your product UI
Case Studies: Successful Transition from Written Content to Video in SaaS Companies
1. HubSpot's Inbound Marketing Series
Known for its inbound marketing software, HubSpot repurposed some of its top-performing blogs into a fun, informative educational video series. They raised the content repurposing bar and effectively took leverage of it to maximize its brand reach.
Blog:
Video:
2. Moz's Whiteboard Wonder
Here’s another win for repurposing content – Moz took SEO articles and created the legendary ‘Whiteboard Friday’ video series. Complex stuff made easy-peasy and highly accessible!
3. Slack's Testimonial Tales
Slack didn’t just repurpose customer testimonials, they turned them into immersive video sagas. It amplified the impact of their social proof. Now, that’s how to repurpose content with flair!
4. Intercom's Video Guides
Intercom took the content repurposing strategy up a notch. They showed us how to repurpose a blog post by morphing detailed product guides into a series of snappy explainer videos. User engagement skyrocketed!
Blog:
Video:
5. Shopify's How-To Guides
Shopify excelled at content repurposing by turning how-to blogs into video tutorials. The idea was to cater to users who prefer visual instructions. And voila, visual learners hooked!
Blog:
Video:
6. Asana's Webinar Wizardry
Asana repurposed its in-depth blog posts into interactive webinars. It offered interactive content for its users while giving us all a masterclass in repurposing content for social media.
7. Zendesk's Animation Antics
Zendesk went full Pixar, repurposing customer service tips into a fun animated video series. Talk about a creative and entertaining content repurposing strategy!
8. Mailchimp's Case Study Cinema
Mailchimp hit the content repurposing jackpot by turning case studies into compelling video narratives. Complex data made digestible via storytelling – content repurposing at its finest!
Blog:
Video:
9. Canva's Quick Clip Course
Canva knocked it out of the park by transforming its design tips and guides into quick video tutorials. Bite-sized learning, anyone?
10. Salesforce's Podcast Party
Salesforce repurposed its thought leadership pieces into podcast episodes and video chats. They proved the power of a robust content repurposing strategy. Now that’s how to repurpose video content with style!
We have made videos for 200+ B2B & SaaS companies.
Explainer Video, Product Demo, Remote Video Testimonials, and more.
Why Repurposing Written Content into Video makes business sense?
According to a report from Gartner, “Reusable high-performing content is ‘gold’ (content that can be reused or contextualized) reducing cost, reducing risk, and accelerating content creation. Push your team to reuse, contextualize, or personalize before creating new.”
Let’s check out why it makes business sense to re-purpose written content into video –
1. Explainer Video indirectly supports Google ranking and TOFU Marketing:
Imagine this: Your team has spent so much time brainstorming what should be text on the website of your landing page. The raw material of your explainer video script is ready! Does it not make sense to use the rich copywriting material to create a script and make a short explainer video?
These short videos can increase the time visitors spend on your page. This signals the search engines that your content is valuable and should rank higher. This video content is ideal for Top-of-the-Funnel Marketing (TOFU).
Sidenote: If you are looking for how to write a video script, click here to download our Scriptwriting Playbook which has 10 storytelling frameworks.
2. Winning the social media game needs CONSISTENCY.
So when you create a pipeline for social media video clips in advance, you have done 90% of your part. Reach wider audiences from different platforms such as YouTube, Linkedin, Twitter, Tik Tok, and Instagram.
3. Make lengthy podcasts & webinars snackable
Are you stuck at double digit views (e.g., 9 views, 16 views…) on your uploaded webinars and podcasts on YouTube? Pick the best parts to convert it into <60 second shorts and use that as a teaser to redirect the visitors to important landing pages or lead form or to the original full-length webinar (source).
Transform PDFs, Case-studies, Presentations, or Blogs into professional videos that engage your audience quickly. If you wish to know what’s the cost if you outsource this hi-ROI task, click here to set up a discovery call.
Content Repurposing vs. Content Recycling: A Comparison
While Content repurposing and content recycling sounds similar, the difference between them is giving your old car a turbocharged engine (that’s repurposing), or simply changing the oil and calling it a day (that’s recycling).
For example, Content repurposing is turning a blog post into a podcast. On the other hand, content recycling is updating an old blog post with new information. Both have their place, but repurposing really lets you squeeze every last bit of value from your content.
Platform for Sharing & Distributing Video Content
1. Vimeo
Vimeo is like the superhero of video hosting, packed with a comprehensive suite of features. Want to make your videos more appealing? Its interactive video and online video editor features are here to save the day. Need to make your content more accessible? Auto Captioning to the rescue! Hosting virtual events? Vimeo’s got your back with its webinar software.
But wait, there’s more! The Video Player and Video Library make managing your videos effortless, and with the Create Video Maker, Live streaming, and Screen Recorder, you’re all set.
Pocket pinch – $15 to $65 per month with an annual subscription.
Vimeo also values your secret identity with Video Privacy features and encourages team-ups with its Video Collaboration tool. And let’s not forget the video marketing, OTT Video Monetization, and Video Analytics features. Need more professional help? You can even Hire Video Pros. Basically Vimeo is a one stop destination for all your video platform needs.
2. Linkedin
LinkedIn has emerged as an effective video hosting platform for SaaS companies. For starters, it supports square video formatting, which is ideal for mobile viewers. Then there’s the auto-generated subtitles – making videos more accessible in sound-sensitive environments.
Got a complex SaaS concept? No problem. The platform allows for a generous video duration of 10 to 15 minutes.
Pocket pinch – LinkedIn also recognizes that a killer thumbnail is like the movie poster for your video. It draws people in and makes them want to see more.
Content Beta re-purposed this video for Sera Systems
Making a video for B2B & SaaS products needs a different mindset.
3. Youtube
YouTube is the world’s largest video hosting platform. It holds immense potential for SaaS companies. It allows vertical format for YouTube Shorts, which is optimal for mobile users. The 60-second limit provides a unique opportunity to deliver quick, snappy yet impactful messages.
Thumbnails are important. YouTube knows the show starts before the play button is clicked. That’s where the title and thumbnail come into the picture. They serve as the gateway to the video content, making them critical for attracting viewers and driving engagement.
4. Facebook
Facebook isn’t just for sharing cute cat videos and vacation snaps anymore – it offers SaaS companies a broad and diverse audience. First off, Facebook encourages vertical videos. It makes your content more accessible and engaging.
As for video duration, Facebook is cool with whatever. Got a quick feature to show off? Go for it. Need more time for a detailed analysis? No problem. But where it really shines is with titles and thumbnails. The right title and a thumbnail acts as a teaser and your SaaS videos could be the next big thing on Facebook. So, ready to get social with your video hosting? Facebook’s got you covered!
We know how to sell your story using your product UI
Pitfalls to Avoid When Repurposing Content
1. NO game plan or strategy = Big NO
Context is everything. That is why first discuss internally about choice of – platform (YouTube vs. Linkedin), format (vertical vs. square), target audience profile (gatekeepers vs. decision makers), quality (highly edited or LoFi UGC), and add-ons (subtitles, stock video, etc.).
2. Ignoring Audience Preferences
Be aware of the audience profile of different platforms. The audience for 30-60 second video format on TikTok, YouTube shorts and Instagram reels – love user-generated content that is of low-fidelity (LoFi = low quality and hence, look real). LinkedIn suits and Instagram hipsters are different breeds. Your content needs different dresses to impress the different crowd.
3. Stuck in the past?
Don’t let yesterday’s news be today’s content. Use the latest trends in transition, animation, sound effects, and animated subtitles.
4. Ignoring Branding Consistency
Repurposing isn’t a free pass for letting standards slide. Your audience seeks consistency in your brand across all touchpoints. They want to recognize your brand instantly, resonate with it, and remember it. It’s this consistency, this familiar face in the crowd, that earns trust.
Remember – each reincarnated piece is a new content for the viewers. First impressions matter.
5. Not Monitoring Performance
Blind to results? Keep your eyes on the prize. How’s your repurposed content doing?
6. Repurposing Without a Reason
Don’t just repurpose for the sake of it. Make sure each new piece of repurposed content adds value to your audience.
Why choose Content Beta to repurpose content as video?
The team has worked with 130+ SaaS companies. The focus is SaaS and B2B software tech. We don’t do Pepsi-like video commercials or create video content for the D2C. This helps to keep a razor-sharp focus on SaaS and Software Tech. Simple.
We are highly rated with a 4.7 score on G2 from over 30 verified reviews. Our in-house crew of story wizards, wordsmiths, project jugglers, video gurus, and design maestros – work together as a crew to give you one finished video.
Our video services have a wide range of offerings. We excel at creating product demos, simplifying explanations, and gathering testimonials remotely. Plus, we’re all about creating snappy how-to videos, nifty video ads, and repurposing content for those short, sweet, and punchy clips. Oh, and did we mention we’re whizzes at video marketing too? Look no further for your video needs – we’ve got you covered!
But we’re not just about videos! We develop simplified UI designs, banners and carousels, design ebooks and illustrations, create infographics and presentations. Furthermore, we’re adept at crafting ad creatives, and web graphics. Simply put, we’re your one-stop-shop for all things design.
Wanna have a look at our design work? Here you go (Design Portfolio – Media Production for Software companies (contentbeta.com))
Example 1:
Client Name: IVY
Project Summary:
We had repurposed a long webinar recording (>1 hr) into multiple small clips of 1 to 3 mins. #Social Media
What did Content Beta do?
- Picking the best parts of the video WITHOUT any client briefing.
- Adding a teaser clip at the beginning to get the viewers’ attention.
- Adding on-screen text (minimal)
- Storyboarding (Visuals, Transitions, Animation, Text effects etc.)
- Video Editing
Making a video for B2B & SaaS products needs a different mindset.
Example 2:
Client Name: Service Now
Project Summary: We produced The Customer Connection Podcast for ServiceNow. This teaser was created to create excitement around marketing and drive awareness for the podcast.
What did Content Beta do?
- Picking one-liners from the interview clips of multiple speakers
- Adhere to Brand Guidelines (color, iconography)
- Adding on-screen text (minimal) such as speaker names, key message
- Storyboarding (Visuals, Transitions, Animation, Text effects etc.)
- Video Editing
Making a video for B2B & SaaS products needs a different mindset.
Example 3:
Client Name: Spinify
Project Summary: Repurposed webinar recording into short-form vertical videos of under 1 minute for TikTok/Reels and YouTube Shorts.
What did Content Beta do?
- Picking the best clips of the video
- Adding on-screen text
- Storyboarding (Visuals, Transitions, Animation, Text effects etc.)
- Video Editing
Making a video for B2B & SaaS products needs a different mindset.
Cost effective?
Need a video and design team? Content beta got you covered. You can hire us on a monthly fee, with the option to cancel whenever. We’re quick on the draw with a turnaround within 24 to 48 hours. Book a demo to get the full picture.
Remember that content repurposing isn’t just about recycling. It’s about reimagining and innovating. The value of a business lies in reusing existing processes, content and customers. They have little or no incremental costs as compared to the incremental value they bring.
Frequently Asked Questions (FAQs)
How do you repurpose written content?
Most B2B companies prefer to transform written content into a format that is more retainable by the user.
It can range from an article being turned into an audio file for a website, onboarding material turn into bitesize video series, a string of carrousel graphic images of highlights from a blog for social media platforms, etc. Out of these the most popular one is converting blogs to video as it gives the highest engagement among potential customers.
What is content repurposing?
The meaning of repurposing is to reuse an already created piece of content by transforming it into a different format and using it on platforms that support the new formats.
Most B2B brands create a bundle of content initially by putting in a lot of resources and money but have a hard time keeping up with the production of new content creatively and because of the budget.
In such a case SaaS companies turn to content repurposing, to reuse and circulate the same content through different channels.
How do I repurpose content to a video?
Transforming written content into video can be tough without the help of an external agency.
For a SaaS company to achieve this in-house it requires a skilled team of to get the video produced when an optimized manner. The first few steps include going through the content and pulling out specific highlights to create short videos, writing down script and dialogue, deciding on the video style and getting in a voiceover artist.
After this the video will go into production using video editing software, sound design is done and once completed the video is hosted on a suitable platform.
How do I repurpose video content on social media?
Different social media platforms provide a vast variety of opportunities for B2B companies to engage with the audience using videos.
On Instagram, brands upload reels, IGTV videos and Instagram stories to talk about the product whereas on Twitter and LinkedIn, video ads have been known to give the highest ROI.
Facebook too provides an option for short and long video posts, ads and video story options, while Snapchat allows videos of maximum 60-seconds in length.
We have made videos for 200+ B2B & SaaS companies.
Explainer Video, Product Demo, Remote Video Testimonials, and more.
