Nowadays, recycling and using recycled goods are more important than ever. So, in the spirit of trying to go green, why not recycle content for use in video productions as well?
Repurposing is simply taking an existing piece of content and altering it, in one way or another, so that it serves a different purpose.
Content can be reused and repurposed just like an old beer bottle, and video is a great way to wrap it all up in a brand new package, and to add something refreshing and memorable.
The trick is to make the most of the medium. What that means is, try to leverage the power of video production and all its unique tools and capabilities to deliver repurposed content in a way that would be impossible by any other means.
What does the repurposing process take?
First off, there’s no point in repurposing just any old content, nor is there much benefit in guessing.
You need to develop a system for going back through your old content, in all its forms, and identifying topics and areas that can either be expanded on, or could simply benefit from being transformed into a video production.
Try creating a simple spreadsheet where you list the web addresses of your content, its various titles, and possible ways you can repurpose each piece.
The point is, you need a formula for finding the right kind of content, transforming it into something that fits the video form, and then displaying it on the channels that make the most sense.
You need to think about how you will release your newly repurposed content so that you can introduce it to new audiences on sites like YouTube and Vimeo, in the way they prefer to consume it.
Remember though, videos still need to be appropriate for your brand, and focused on the target audience, your potential customers.
It’s a small amount of work for potentially massive results, but you can’t think of it as cheating because, when repurposing content for video, you should be adding something new and enhancing the story or message in some way.
Beyond that, though, repurposed content in video form can reach entirely new communities of people on entirely new platforms. So, to these people, the content will be brand new and original regardless.
What’s ripe for repurposing?
We’ve went through the basics in our recent post: How to Get the Most Out of Your Film or Video Production, but today we’re going a little deeper into what specific kinds of content can be repurposed for video and where you should be looking.
First off, you can use video as a new introduction to a piece of content in another form, or as a guide. The simple addition of video can make the existing content feel fresh.
A great well to draw from: well-performing blog posts. Say you take the necessary time and effort to create a how-to blog or tutorial. Why do it all for one reason when there can be many?
You can use video to reform that content into something new, maintain the same level of relevance and usefulness, add something original, and reach new audiences, like those on YouTube or Vimeo.
You can also create an animated video out of old blog content or you can take the same content from an infographic and design a video production around it.
Presentations, as well, present several opportunities for turning content into video. Whether you record the presentation itself or do some voiceover over the slides, you’re knocking out two birds with one stone.
You can design a video production around topics from your ebook, or use the key points from a webinar as the building blocks of a promotional web video.
The point is, the simple gathering and arrangement of that kind of content takes a lot of work. So, again, why give so much to creating a piece of content that you’ll only use once? Don’t.
You still want to give content creation, in any form, the necessary time and effort, but the trick is to do whatever it takes to make sure that content reaches every possible audience.
Why is repurposing for video so beneficial?
People consume content in a whole multitude of ways now, so you have to get a little more creative to stand any chance of connecting with them.
Video production allows you to make certain additions and new contributions to existing content. First off, you get to add a human element. People love seeing the people behind the logo, and video allows you to make that happen.
Videos allow you to get to the point quickly too and, with some skill, to make it compellingly. They also allow you to reveal new details in ways that would be impossible with any other medium.
Videos can also be shared on your blog, company site, social media accounts, etc. There’s nothing that compels people to share like video.
Using video also allows you to use some powerful analytical tools that make it simple to keep track of your performance and measure your results.
Then there’s your audience. Not everyone is the same, far from it really. What that means is different members prefer to receive information in different ways, through different mediums, and from different sources.
Video allows you to reach all different kinds of people, and to give them different perspectives on existing content. It allows the audience to see things in different lights and from different angles.
The bottom line:
The ultimate benefit of repurposing existing content for video is that you can start experimenting and creating other forms of content to see how they connect with people, without having to go back and start all over.
With a little tweaking, you can take previously well-performing content and give it the chance to keep up its success, or to enhance its performance even further.
Repurposing allows you to promote content more without having to create more content, and a well-designed video production is the most efficient method of doing it, and it also allows for the most innovative and unique alterations.
Also, if the content’s really good and you’ve managed to create a video that’s memorable and worth sharing, then viewers may not be so opposed to sitting through it again, and again.
KVibe Productions is a full-service video production company. Whether it’s a promotional web video production, a corporate video production, or a commercial video production, KVibe offers the total package of multimedia services from development through distribution.