Anyone even vaguely associated with online advertising knows that video marketing is more than just a trend – it’s a powerful asset and one of the most shared content formats.
This explains why 85-percent of businesses now have the internal resources and staff to produce their video content. When it comes to the most popular venues for video content, in-house websites and social media rule the roost. That second piece of information should give you a clue as to why repurposing video content for different platforms and social media sites is an absolute must.
So, with all this in mind, let’s dive into exactly why you should be repurposing and pushing your video content to as many outlets as possible.
You Have Content that People Haven’t Seen
Many businesses get caught up in the nuts and bolts of everyday content – often to their detriment. There isn’t a need to create fresh content every single day to increase engagement and visibility, but it’s something many firms fall into because they’re worried they will lose traction if they stop.
This is the wrong way to view video content. The ideal approach to video content involves the creation phase, of course, but it’s equally important to make this content perform to its maximum ability. Posting video content to one social media platform and then moving on to the next day’s piece guarantees limited success and a sunk-cost approach.
Instead, you need to focus on putting your quality video content in front of as many people as possible. Repurposing video content across different platforms means that you are deriving a greater ROI and impact from a single piece of content. Rather than multiple, single-use pieces of content delivering small gains, with this approach one piece of content can keep performing and become evergreen. After all, we all have our favourite networks and services so, maintaining a presence on multiple outlets allows you to cast a wider net and reach more of the people likely to watch, share, comment and link to your video content.
It’s About SEO
When you’re designing your content – whether it’s written, video, infographic or something else – you put a great deal of time and effort into finding the very best keywords and creating a piece of useful information.
However, your efforts to create an optimised content piece for your own site won’t deliver maximum benefit or help in your quest for better search engine rankings if it lives and dies on that page alone. When you repurpose content you are putting multiple pieces out there that deliver boosted, organic SEO improvements and help with link building. As you are using the same content, you don’t need to add to your content creation schedule, you already did the work earlier – you’re simply leveraging that piece to make additional SEO gains elsewhere. There’s nothing wrong with doing a little legwork and introducing a couple of new phrase, adding different keywords to the script or changing up the anchor text for your link, but the amount of work you will have to do to generate improved SEO is minimal.
Strengthen the Message
We’re all consumers – even if we work on the ‘inside’ in advertising or marketing – and that means we all understand that it takes time for an advertising message to seep through into our conscious (or subconscious) thoughts.
There’s no better way to strengthen and propel your message than with consistent, overarching repetition via a range of platforms. The key here is getting your video content onto different platforms so that it not only appears in front of new viewers but also moves to where existent customers will see the content. Customers need to see your content in multiple places because this fosters the impression that your content is valuable and carries weight.