How to Repurpose Video Content Across Sales and Marketing Channels

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March 11, 2020
Kirsten Squires Kirsten Squires

Want a streamlined way to create multiple pieces of content that you can share across various channels?

Video is your answer!

Video has already been well-established as the go-to medium for the foreseeable future. We’ve shared many of the impressive stats before:

  • Embedding a video on a webpage increases the chance of being on the first page of search engines by over 50%
  • 90% of shoppers say they discovered a new brand or product on YouTube
  • By 2022, online video will make up more than 82% of all consumer internet traffic

With these numbers in mind, you’re probably feeling like it’s high time you get started, if you haven’t already. But you shouldn’t just jump into creating videos without a plan. We’ll show you how to best strategize your videos so you can create amazing content to use in multiple ways.

Deciding Where to Begin

When brainstorming your video, employ big-picture thinking to decide how it can be used. Making a great video takes time and effort, but if you’re strategic about it, you can use one video across multiple platforms and spaces, building content that both sales and marketing can use. Sales and marketing efforts should inform one another, and having consistent messaging that appeals to both sides is a great way to do this.

Imagine your main video as the series, and the segments you can create from the whole as episodes centered around the same overarching theme. For example, you can create an overview video of your company for your website and use the outtakes for culture posts for social media. Both tell the story of who you are—in different ways for different audiences.

When you’re tactical about how you can repurpose your video content, ideally in the planning stages, you’ll end up with material that is more cohesive, impactful, and cost-effective.



Tips When Repurposing Video Content

Once you start seeing the possibilities of the multiple ways you can use one video, your wheels will begin turning and ideas will start to flow naturally. Here are some helpful hints to keep in mind as you begin: 

  • Work smarter, not harder. Planning and shooting a video takes a lot of work, so get all the shots you need when filming.
  • Think strategically. Write a longer script, but identify key areas where you could cut and/or shorten to use elsewhere.
  • Be consistent in your messaging. Sharing the centralized theme captured in your video across multiple platforms allows you to be consistent in your messaging and create an effective omnichannel campaign.

Segment your content. You probably have various products and services for different audiences. Don’t try to cram EVERYTHING you do into one video. Stay tuned for a future post on how to segment your content in a way that makes perfect sense.


Unique Ways to Repurpose Your Video Content

When we plan content for Adhere, we conceive it as a living, breathing piece that will be utilized in many ways, one that can grow and evolve when we do. Creating one-off pieces that aren’t related to anything else doesn’t help us and won’t inform our clients, either. Consider this as you plan your video content.

To help inspire you, here are some ideas for repurposing video content.

Let’s say you make an overview video about your company. Here are some additional ways you can use it:

  • Incorporate clips into a video sales brochure
  • Feature a longer version on your website’s About Us page
  • Use employee clips from a company video for culture posts on social media


We Turned Ashland's Overview Video into a brochure.


What about an explainer video? You could repurpose that in many ways:

  • Add fun graphics and upload it as a demo on YouTube
  • Create an easy-to-understand infographic
  • Make teaser snippets to feature on Instagram stories


Example of how we took an explainer video and used it for instagram stories

Did you make an informative case study or testimonial video? You could also:

  • Pull out stats to share on social media, enticing viewers to watch the longer video
  • Turn the video into a text case study to share with prospects
  • Add pertinent clips into a sales presentation to persuade potential customers

Some other great ways to reuse video:

  • Turn videos into podcasts
  • Rework video into a blog
  • Refresh older, still relevant videos by switching up intro graphics and music

The possibilities are immense when you get creative, especially when you plan it out before you start filming. Want some help brainstorming? Our video team is  best around, and we have experience creating all types of videos.

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