repurpose a video as a blog post

We’re often asked to repurpose a video as a blog post content. Our clients attend events and send speakers to key industry conferences. But, this networking effort is often lost in the flow of online communications and updates, unless it is captured on video and shared widely. This multiplies your content’s exposure for the same amount of research time.

If you have an existing video of a speaker, your manufacturing process or a simple ‘how to’ style video to share, you can repurpose this video as blog posts content. This blog post shows you how.

Why Should I Repurpose a Video as a Blog Post?

  • Repurposing your video as a blog post enables you to promote it on other social channels. Engaged viewers who find you on one medium will often check out your links to see what else you’ve got to offer.
  • It’s a clever way of catering for the different learning styles of your audience. Because some people absorb information visually, and others prefer text, you can appeal to a wider audience.
  • Making a video is hard work: ideation, planning, tech, execution, editing… Writing a blog post on the video is much quicker than working the other way around.

Which Videos Should I Repurpose as Blog Posts?

  • Videos that are information rich
  • ‘Evergreen content’, material that is likely to remain useful months, or even years, later
  • Recordings of technical or ideas-based discussions
  • Videos in which you’ve tried to make sense of big trends in your industry or drilled down into specific case studies

Videos that are less suitable for repurposing into blog posts include those that are highly personal or emotional elements; those that are mostly made up of casual discussion; short videos; or practical demos.

The Procedure

Decide on structure first. You could arrange your blog post in the form of FAQs, a tutorial, a testimonial, an industry resource, a how to guide, a beginner’s guide, a glossary, or a list.

This is my procedure:

  1. Clarify the target audience. This will determine the choice of structure, content and language.
  2. Break down the video in terms of key themes and ideas. These are usually indicated by the most frequently mentioned words throughout your video.
  3. Pick three or four of these and turn them into subheadings. Give each section a keyword-rich heading that will work as signposts for the reader (remember web readers often skim content before decided to delve in).
  4. Cluster your other thoughts under the relevant subheadings. Turn each into a paragraph.
  5. Write a short introduction about the context or setting of the video and blog post, what questions it answers, or what it will help the reader learn or achieve. Keep it short – two to three sentences are enough.
  6. Embed the video.
  7. Write a conclusion (one to two sentences) that summarises, or points beyond the blog post to further materials.
  8. Include a call to action.
  9. Conduct some SEO research to find a keyword to help you construct the metadata, headings, tags and keywords.
  10. Include at least one image.

Squeeze the maximum juice from your content by repurposing what you can. A blog post could be further repurposed as a series of tips on Instagram for example.

I hope you found this useful. But, I’m keen to know, have you tried repurposing a video as a blog post? How did you get on?

And, if you need help in planning, structuring or writing blog posts, get in touch.

Photo by Joey Huang on Unsplash