More than 80% of marketers say video delivers a good ROI, and 91% consider video content essential to their marketing strategy.
Video content appeals to brands because it increases engagement on social media while boosting traffic to websites and increasing conversions. Producing original videos can be labor-intensive, though, and smaller companies may avoid video production due to lack of time or creative talent. The good news is that you can use the content you’ve already created to produce high-performing videos.
For example, you can repurpose your blog articles and website content into videos in a fraction of the time it takes to produce an original video, and with little-to-no expense.
In this article, we show you how to create videos by repurposing your website content in three steps:
- Identifying your best-performing content
- Considering your video production options
- Creating and publishing your transcripts
You can use the information to learn how to create high-performing videos using content you already have.
Step #1: Identify Your High Performing Evergreen Content
You can convert nearly any type of website content to video, including:
- Blog posts
- Product guides
- How-to guides
Before you select which content you’ll convert to video, consider whether the content is worthy of reproduction.
To determine which content to repurpose into video, choose your highest-performing content.
Review Google Analytics data and social media insights to discover which of your articles and posts are already performing well. Your most-popular content has demonstrated engagement with your target audiences. Repurposing it to video creates adds to its appeal.
Once you’ve selected your best pieces, review them to determine which ones are most relevant in today’s market. Content that focuses on irrelevant or outdated information isn’t good candidates for repurposing. Choosing content that remains relevant over time, or “evergreen content,” helps ensure that your new videos perform well in today’s market. Begin with high-performing, evergreen content to create repurposed videos that engage and convert viewers.
Step #2: Consider Your Video Production Options
There are several formats to choose from when creating videos from repurposed content:
- Sketch videos
- Voiceovers with images
- Highlight videos
- Slideshow videos
Research the costs and time investment of different video styles before you determine how you’ll produce yours.
For example, sketch videos can be labor-intensive and often require the services of a professional illustrator or agency.
Tools such as Videoscribe and Ydraw provide sketch features in explainer video software, providing a less time-consuming option for small businesses.
Slideshows and highlight-style videos can be produced in minutes with the help of video production tools such as Luman5 or Rawshorts that simplify the process.
For example, Lumen5 video content creation platform turns your articles into editable video highlights before converting them into downloadable videos.
Source: Lumen 5, TheManifest
Repurposing blog posts into videos is easier with special software or the help of a video production agency.
Step #3: Publish Video Transcripts for Added Benefits
Including voice overs in your videos allows you to publish the video transcripts, which offers several advantages:
Video transcripts cater to visitors who prefer reading: Some people prefer reading over watching videos, and many enjoy having the text backup so they can refer to tips and instructions afterward.
Videos transcripts create additional SEO benefits: Publishing video transcripts on your blog can help improve your search rankings, increase traffic to your blog, and increase the time visitors spend on your page.
Video transcripts provide additional social sharing options: Written content makes social media sharing easier because you and your readers can quickly copy a line to introduce a post. Using tools such as “Click to Tweet” encourages your readers to share a sentence from articles or transcripts to social media.
When publishing video transcripts to your website, take a few minutes to review and adjust the content for readability:
- Ensure that all sentences are grammatically correct.
- Add bullet points or numbered lists where possible.
- Break your transcript into sections with subheaders.
You can obtain a raw transcription of your video from YouTube, or hire a service such as Rev Transcription to create a carefully-produced manuscript that needs minimal adjusting.
Repurpose Your Written Content into Videos
Repurposing your blog and website content into videos helps reach more people while saving your company time and expense.