hi guys i'm julie from shotgun media
thanks for joining me once again on
another episode of down the barrel this
week I'm going to talk to you about what
repurposing video content means so stay
tuned and don't forget to subscribe
you're among a vast minority if you
haven't heard the phrase content is
king some time recently if you want to
grow your business if you want to build
a following if you want to establish
your brand content is king and while
content can be defined as anything from
a blog post to a podcast the most
popular and widely consumed type of
content today is video video remains the
most effective way to tell a story and
connect with your audience but and I'm
sure this isn't news to you videos can
be tricky and at times costly to produce
in a world where content is clearly king
what can you do to continue your reach
of audience without breaking the bank by
producing countless videos the answer is
in repurposing which allows you to
extend the life of your existing content
so you're not constantly going back to
the drawing board looking for new ideas
so what is repurposing first it's
important to understand what repurposing
is not many business owners take an old
piece of content whether it's a video
blog post they update it slightly to
remain relevant and then promote it on
social media every few months this is
not repurposing rather it's revamping
revamping is when you use a piece of
content for the same purpose or audience
it was originally intended for
repurposing on the other hand is when
you either change the format of the
content so for example turn a blog post
into a video and change the target
audience for that content let's say your
original video was targeted at a small
to midsize business owners and you've
re-edited it to apply to a new business
type revamping is an effective strategy
and by all means can be used as a
complementary component for repurposing
if for example you want to convert or
attract more people at the same buyer
persona in the same part of the buyers
journey then a revamp is your best
choice in
terms of video revamping is clearly the
easier quicker option most times you can
simply reshare promote your video so
maybe times you have to change a few
titles or credits to keep it fresh but
in general revamping a video requires
little effort on your part however if
you want to attract will convert more
people in an entirely different segment
then you're looking to fully repurpose
your content since we're focused on video
here most times they're not repurposing
won't include changing the format of the
content rather your focus on trying to
change the target audience so how do you
go about doing that create a long-term
lifecycle strategy for your videos as we
referenced earlier video production can
be timely in costly and unlike a simple
blog post it's not that easy to make
changes or update to a piece of video
content that's why your best approach to
creating video content you can repurpose
is to develop a long-term strategy plan
first prior to shooting or even script
in your video jot down all of the
potential audiences you'd like to target
as a business note how we did not say
the potential audiences you'd like to
target with this video that's because
it's fairly common to creative video
targeted at one narrow audience new
customers prospect located within a
certain demographic etc etc so the
reason you want to remind yourself of
all of your potential audiences is that
during your shoot you can record several
pieces of footage that speak to each
audience segment sure the piece you
originally edit and publish might be
targeted at one segment but by recording
variances of your messaging you can have
footage years later when you decide it's
time to repurpose your content why
shouldn't you just record a new video
every time you want to reach a new
audience well to fill a question with a
fairly simple answer return on your
investment a well-produced video
requires a large production team on-air
talent editors are set and more it also
takes a long time to reduce it's worth
your while to make the most of the
production team you have on hand by
preparing for all the what-ifs that may
pop up down the road that way the
commitment you made to producing one
video could evolve into production of
several videos aimed at helping you
reach the widest possible audience now
approach it from me for creating videos
that can
repurposed is to avoid including shots
or references to anything that's
extremely timely while all the videos
will look dated regardless due to
technology and wardrobes etc you can
prolong the life of your videos by not
including references to faz new bits or
old things that have short shelf life re
persons other content to video we'd be
remiss to ignore one of the greatest
asset of repurposing taking one piece of
content and changing its form most
businesses are well versed in the
benefits of blogging posting a 700 word
article online is fairly quick and easy
particularly if you're comfortable with
wrestling with words that's why many
businesses have dozens if not hundreds
of articles posted on their website
these articles are a repurposing
goldmine each article has the ability to
become a short yet effective video that
you can promote through your audience's
the goal here is to create a formula or
template for these article based videos
by creating a template you can minimize
the amount of time it takes to adapt
each article into video form you could
repurpose a glorified slideshow you
could record one person talking on a
screen or you can do as the company Moz
does with their whiteboard Friday
segments no matter what style you choose
the goal is to give your original
article more legs there's no reason why
one piece of content should be limited
to one type of audience or even one type
of content repurposing along with
revamping gives you the ability to
produce a massive amount of content
without constantly worrying about what
else you could possibly talk about with
a little bit of strategy at the
forefront you can be well on your way to
producing the types of videos that will
serve as a hub for your marketing engine
for many years to come
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