Videos are becoming a primary format for content marketers as potential customers are consuming more and more content on mobile and on social platforms. A lot goes into producing quality video content including sourcing personalities to appear on-screen, coordinating schedules to film, writing scripts, engaging with an audience during live streams, and making sure the video is professionally edited and distributed across channels.
For this reason, video assets should not be posted and forgotten. Every bit of value should be extracted out of every video asset, and this includes repurposing as blog posts to capitalize on potential SEO and lead generation benefits.
The best part of repurposing video for SEO, if you’re a writer, is that a lot of the hard part is done for you. The research and raw content creation comes in a tight package, all you have to do is extract the insights and put them on the page in a format that makes sense for your blog and your company.
An important distinction: repurposing is not reposting. There should always be some work to be done in formatting, summarizing, and making the content new and unique. This is less important when converting between video and text, but should still be kept in mind.
What types of video can be repurposed for your blog?
Videos are great marketing assets, and they can drive a lot of traffic through the second largest search engine on the internet, YouTube. However, there’s often so much value that can be extracted from an in-person interview, webinar, or promotional video that can be used in it’s written form to rank on Google as well.
A webinar is about as close as it gets to the video version of a blog post. It usually is focused on a specific topic, aimed at educating its audience, and hopes to drive some sort of conversion from its audience in the case of lead generation or to simply establish the brand as an expert in the field in the case of demand generation.
The overarching goal of a webinar is to educate and engage with an audience. It can be argued this is the ultimate goal of a blog post as well.
While developing the content of a webinar, it’s a good idea to think about how the content can be repurposed as written material to rank on the search engines as well. There are often sections of a webinar that serve as natural header tags of a blog post. The simplicity of many webinar slides (if that is the format) is that bulleted lists and key takeaways can easily be extracted to create a well-organized and effective blog post.
Interviews come in many forms including branded podcasts and webinars with subject matter experts, employees, or other persons of interest.
There are essentially two options for repurposing an interview into a blog post. First, you can simply transcribe the conversation and market the post as just that. Many times, users prefer to read the dialog between the participants, especially when a subject matter expert is involved. This avoids any gaps in transferring the insights from the conversation into the written format.
The second option is to distill the insights from the interview into a standalone blog post. This is essentially using the interview as first party research for your post and referring to it as your primary source of information.
This is great because you’ll naturally have valuable quotes, the questions often serve as great headers, and you can be confident your content is original since the source of information is certainly unique.
Promotional and product videos are great to repurpose as blog posts, however there is often less content than webinars and interviews. They are typically hyper focused on new features, specific case studies, or some other aspect of your company or product. However, they can serve as great starting points to launch a blog topic or to come up with new ideas to fill your content calendar.
This angle can be especially valuable to product marketers putting out SEO content to talk about specific features and the value prop of their product. Promotional videos, tutorials, and how-tos are full of detail-rich content that should be repurposed into text.
Tools to help repurpose and repackage video content
Chopcast is a video repurposing platform that cuts up long form video into shorter snippets. This isn’t a great solution for the application we are talking about, but embedding short snippets in your blog post provides a great visual experience for your readers. Google also likes videos from an SEO point of view.
Automata analyzes video content, processes the transcript as text using advanced NLP techniques, and uses cutting edge AI to generate text based on the analyzed content. The tool provides a great jumping off point for thinking of ideas on how to repurpose video into text.
Descript provides the heavy lifting of quality transcriptions of video content. This is the first step to repurposing video content, regardless of the format you choose for your blog post. Once the text is generated, it’s relatively straightforward to rearrange and organize the text to fit your format and reader expectations.
Duplikit provides a one-to-one transformation from video to blog post by using AI techniques to transcribe and format the post. This is great for simply putting the video into text without changing the format or being creative with how the content is repurposed and organized.
Video content is incredibly rich with detail and insight. Since automatic transcription can be cumbersome, many times the value is locked inside the video and not transferred to other channels and formats. Developing video and SEO strategies that are intertwined makes sure the hard work to produce webinars, interviews, and promotional videos provides value to other parts of your marketing efforts.