Creating original content for your brand on a consistent basis is hard. Creating content for a multitude of channels can be even more challenging. The easiest solution is to take an existing piece of content and extend it past its original format. Everyone processes information differently. Some people prefer to watch a video, some like reading an article while others like listicles or infographics to understand a particular topic.
Let’s take the example of a minute-long video about your business or product. How we can take those 60 seconds and turn them into more content for your digital channels?
YouTube is the world’s second largest search engine. When you finish your video, make sure that you include posting it on YouTube as part of your syndication plan. Take the time to write keyword-relevant titles and descriptions to improve your search rankings. The ideal description should be around 250 words long. In addition, use six to eight appropriate video tags when posting your video.
If you have a blog on your site, post the video as a new post with some supporting information about the video. Another option is posting the video as its own post and including a transcription of the video with it. This helps create search-engine friendly content about your topic and can improve your organic traffic performance.
Distribute to Social Channels (Twitter, Facebook, Linkedin)
Sharing the link to your video is a fairly obvious step. Think about the message and how you should craft it for each type of audience. Also, consider whether to post the direct link to YouTube or the link to the page on your site with the video. If your goal for the video is to get a user to complete a particular action, I would recommend posting the link to your site. Your conversion path will be easier for users if they’re already on the site when they watch the video.
Your video is probably too long to post in its entirety on Instagram. But you can create a teaser edit of your video to encourage your Instagram followers to go watch the video on your website.
Shareable Social Content
You can take pieces of the video and use them to create shareable visual content for your social channels. Pull out any memorable lines or key facts from the video and create some imagery to post to social media with a link to the video.
Take that visual imagery one step further and create an infographic with all of the important facts and information from your video. This is easily shareable on social media and can be accompanied with a link to the video.
Photos from the Video Shoot
During your video shoot, document the behind the scenes process. Sometimes, you can find some funny or interesting shots that will appeal to your audience. These shots can also be another post for you on social media and even a blog post for your website.
This one takes a bit more editing time, but if you have a number of funny outtakes during the shoot and that type of humor fits your audience, consider making an outtakes video to post. This type of content can help build a more human connection with your audience. Some brands are hesitant to take the “polish” off their content, but showing this real side of your company can go a long way.
Advertising (Facebook, Twitter, YouTube)
You can also syndicate your content with paid social advertising. Each social platform has targeting capabilities that will allow you to reach new audiences for pennies per view. One important thing to consider when running video advertising on social media is that the initial five to ten seconds of the video is crucial to catching the viewer’s interest.
Don’t assume that your entire audience is online at the same time. When you invest the time to create content, don’t just post it once and hope everyone sees it. Schedule your content to post multiple times to catch users with different browsing habits. Also, if your content is an evergreen topic, you can even post it again months later for more pageviews and user engagement.