Content Repurposing: How to Get More Out of Your Video Production Project.

Today, video is an essential piece of every good marketing plan. So, investing in great video production translates into a valuable investment in your brand. You can get even more value out of this investment with content repurposing.

A little extra effort and planning go a long way when it comes to repurposing video content. The production (filming) stage of a video project is usually the most resource-intensive, so finding ways to reuse footage that has already been captured is an incredibly cost-effective way to extend the life of those assets. With that extended life comes expanded reach, increased engagement opportunities, and an overall increase in your ROI.

It’s best to spend some time reviewing your content calendar and planning these additional pieces of content in the preproduction phase before filming. This will give you the opportunity to grab specific shots with each use in mind (for example, taking an extra second for an interviewee to rephrase their sentiment for a short social media snippet).

Unlock the full potential of your video content by exploring the vast opportunities for video in every phase of your marketing funnel.

Top of the funnel/awareness

• Social media clips: Pulling out bite-sized clips from a longer video—typically 10-15 seconds—is a great way to grab your audience’s attention while they scroll their feed.

• Teasers and trailers: As with feature films, you can build anticipation for your big video project by sharing snippets in the weeks before its release.

• Paid ads, such as YouTube pre-roll: Reach your target audience with strategically placed, short ads that direct viewers to longer-form content, websites, social media accounts, events, or other contact points. This can convert prospects to the next phase of the funnel.

Middle of the funnel/consideration

• Remix of the full video: Fresh b-roll, updated story structure, and extended or shortened soundbites can breathe new life into a video after its first round of use. Often, some minor tweaks make the video appropriate for a new, untapped audience.

Bottom of the funnel/decision

• Thought leadership: By now, you have your audience’s attention. All those organic videos of your CEO sharing their position and expertise? Remix/rerelease content that helps deepen the connection you’ve established by giving out content that is valuable in converting their decision.

Beyond video, there are also a variety of other types of content you can pull from your project.

• Podcasts: Reach different audience segments by sharing audio-only content on various podcast platforms, giving people a hands-free option to listen to while they’re away from their screens—whether that’s while they’re commuting, running errands, working out, or however they prefer to consume podcasts.

• Pull quotes: It’s best practice to create video transcripts for closed captions, but you can also use these transcriptions to quickly grab pull quotes that can be used in newsletters, bios, publication pieces, or graphics for social media and websites.

• Photos and GIFs: Your video production team has taken the time to set up breathtaking shots; it only makes sense to gather those stills for use in graphics, reports, slide decks, flyers, and more.

Reimagining this content doesn’t have to—and actually, shouldn’t—compromise the quality of each new piece. Tailoring the additional content for the intended platform will ensure it’s maximizing impact—vertical videos for TikTok, captioned videos for Facebook, high-definition horizontal videos for events, etc.

With this information in hand, you’re ready to multiply the impact of your video marketing efforts by building an entire campaign of assets from a single video production project. Remember to track the performance of each piece so you know where your time is best spent on the next one!