One of the biggest roadblocks marketers have about adding video to their marketing mix is the cost. But did you know you can leverage video into many different content types? Here are three easy ways to turn that testimonial video into something that keeps on giving and giving.
I have experienced both sides in the video debate. I have been the video marketer making a proposal for this or that project. And I have been the in-house marketer hiring an video production agency.
While there are some exceptions (like why do you have to pay a separate cost for their equipment?), for the most part the high costs are legitimate. Even a one-person, run and gun, video production can cost several thousand dollars. If you want to have a bigger crew (say a sound person, a hair and make up person and two camera operators) then the costs increase exponentially.
So, then you are staring at a video that cost a few grand and only has a few hundred views (if you’re lucky). How do you justify that?
Well, we can have a separate conversation on how to integrate a video into your marketing campaigns.
But in the meantime, let’s take on three easy ways you can leverage videos into other types of content.
This assumes you have a podcast. If you do, then strip the audio from the video, add in an introduction about what’s coming next, and then render it as an mp3 file. The idea isn’t to turn it into the next Serial or S-Town. Instead, you are creating additional content that will get downloaded to anyone subscribing to your podcast, as well as to anyone who comes to your podcast channel. Already, you are increasing the audience who would be consuming the video.
LinkedIn SlideShare presentations
You can convert just about any content into a SlideShare presentation. My recommendation is not to have a deck of 50 slides, instead limit it to 10 slides with a CTA back to the video to see the whole experience.
For your 10 slides, look for 10 quotes or key talking points from the video. Add each quote or talking point to its own slide in PowerPoint or Keynote. Then for a background, you can use a still shot from the video, use a solid-colored background, or use a catchy stock image from Unsplash or othee free stock image source. Pretty it up and then convert it to a PDF and upload to SlideShare.
Other option, perfect for text-heavy explainer videos, is to take screen shots from the video and turn those into slides. See the example below from the homepage video from Seven G Media.
The next easy way to convert videos into other content is to turn them into blog posts.
You can do this in many ways. If you had a script from the video, you can use that for the text in the blog post. If not, you can write a summary of what is in the video and use that for the text. And the more common method is to convert the audio from the video into text. This can be down for $20 or less, or even for free if you use the YouTube CC translation and then edit what it mixed up.
Once you have some text, you can either embed the video into blog post along with the text or add screen shots from the video (make sure you’re adding the image alt text for SEO purposes).
There are a ton of other ways to leverage videos into other content. In fact, we have a Content Hack template that outlines them all. Just sign up for our monthly newsletter to receive your free monthly template.