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A Marketer’s Guide To Repurposing Video Content

by Pablo Sanchez

One of the biggest challenges that marketers face is creating new high quality content on a regular basis. It can be easy to look at a blank editorial calendar and get overwhelmed thinking about how to fill all of those days with motivating, engaging content. Slow down and remember that creating it is not as critical as promoting it. Instead of focusing on creating new content every single day, check out a marketer’s guide to repurposing video content and work on getting more exposure for your existing content.


But does repurposing content offer any benefits besides easing the constant pressure of content creation? Any marketer’s guide to repurposing video content will tell you that repurposing is good for SEO, reaches customers through multiple mediums, and increases both perspective and retention by giving businesses the opportunity to describe a product, service, or message from multiple angles.

Core principles

Before you get underway with your repurposing efforts, review the following principles:

  • Extend the value of the content well beyond the time that it took to create it
  • Take care to adapt and modify the content to the medium at hand
  • Strive to build upon and add value to the content during every stage of repurposing

It is also important to create brand new content with the underlying notion of repurposing. When you create content that is easy to repurpose right from the beginning, the entire process will go that much more smoothly.


Finally, a marketer’s guide to repurposing video content wouldn’t be complete without some explicit techniques for repurposing. Here are just a few ideas to get you started.

  • Embedding it in blog posts and websites. Host your video on YouTube or another popular video sharing site. Then embed the video in relevant blog posts and website pages. If you write guest posts on related topics, don’t forget to share it there as well.
  • Sharing it on social media and microblogging sites. Post the video on major social media sites (Facebook, Twitter, and LinkedIn), niche social networking sites (i.e., Pinterest), and microblogging sites (i.e., Tumbler).
  • Using it in press releases and promotional campaigns. For example, distribute a press release to announce the video that includes a URL. Look for local TV shows and additional avenues that are geared toward your target audience to share the video.
  • Converting the format. Mobile, audio, and slideshow formats are all great options for converting video seamlessly. Don’t forget to create new title tags and descriptions to use when you redistribute the content on sharing sites.
  • Using portions of it for content on related topics. Divide the video into smaller segments, which may be more applicable to additional articles.

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