5 Reasons To Repurpose Existing Content Into Video Content

Representation of brainstorming and collective ideas - repurposing existing video content.
Larry Lubin   Tue October 09, 2018

Content production can (and should) be like leftovers in the fridge. You would never throw out half of a chicken or turkey just because you finished all the mashed potatoes - you could easily chop up it up for a soup, salad or sandwiches.

The same goes for content.

Older blog and social posts aren’t as stale as you think. They may still have plenty of relevance, and you can turn quite a few of them into videos. In fact, the content that’s performing just “okay” on a blog, may perform stunningly as an explainer or animated video.

With that said, we’ll take a look at why you should repurpose your existing content into videos your audience will love.

personalized video buyer's guide

Why Repurpose Content Into Video

Thomas Edison certainly had it right when he said: “Genius is one percent inspiration and 99 percent perspiration.” Anyone working in a marketing department or agency knows how true that is.

Yet still, so many content creators and strategists pull their hair out trying to create a video-content trifecta that is attention-grabbing, fresh and useful.

It’s tragic because they’ve got plenty of ideas right under their noses. We’re talking about their own existing content, which they can simply repurpose.

If you’re among them, remember these five key points on why repurposing should become a go-to method for video ideation.

  1. Some content warrants a visual touch  

    Not everyone can remember a 20-step instruction manual on how to build a cabinet, nor spend 20 minutes reading an in-depth blog on how to invest in cryptocurrency. But if you turn those ideas into compelling videos, you’ll certainly reach those who learn best with visuals or who have shorter attention spans (which is most people these days).

  2. Springboard for brands new to video

    If you have limited experience creating videos, creating your first one might put you in a no-man’s land. Where do you start? From a creative standpoint, you don’t need to fret if you have existing content in the form of blog posts, slideshows and other formats. You can adapt many of these into your first set of videos, giving you a baseline to work with and inspiration for the future.

  3. Reach new and emerging audiences

    Closely related to the first point is the concept of reaching new audiences. Two completely different people (a 40-something C-level executive vs a 20-something self-employed millennial) may use the same product or service (bank savings account), but will likely learn about it differently.

    So repurposing a piece of content and tailoring it for a specific medium opens up avenues to reach new target markets. To further strike a chord with new audiences, you can personalize some of this video content, a feature which we can help you with thanks to our IndiVideo platform.

  4. Increase your organic breadth and extent

    Relying solely on keyword-rich blog content is frankly an old-school method, which, like the 2012 doomsday warnings, should have died by 2013. If you really want to spread your presence through the web, you need to take advantage of other channels (which Google factors into your rankings). The use of video platforms is one of the best ways to do this.

    Keep in mind that web users often search for specific topics exclusively on YouTube or Google. So it only makes sense to put yourself in front of them

  5. Extend the shelf life of your content

    Just because you hit “publish”, it doesn’t mean that your work is done. Content usually needs time to perform at its best, and that means you need to revisit your pieces from time to time. Too many brilliant articles or visuals go to waste because they’re abandoned immediately after getting uploaded. With that said, you can repurpose some of these pieces into videos, especially if you’ve noticed a drop in their performance over time.

Don’t Let Good Content Go To Waste

Don’t treat your blog posts, slideshows and infographics as “food scraps” with a short shelf-life. Your hard work can and should last well beyond its “best before date”.

Seeing that we now live in a visually-dominant culture, it only makes sense to start creating your own videos - content repurposing can get you started.

By doing so, you might even elevate some of your existing content into “top-performers” for audiences who learn and shop by means of video.

See how IndiVideo can help you reach your market.

About the author: Larry Lubin

As original founder, Chairman and CEO of Fitech, now part of CGI, Larry began innovating in sales, software development, and financial services. Many leading applications for Financial Institutions including the Reality Check™ series for Scotia Bank were developed by Larry and his Fitech team. 

His vision of an optimized and fully integrated sales and customer experience that leverages the power of technology is at the heart of every solution today. 

In September of 2003, BlueRush was created with the mission to create the ultimate customer experience. BlueRush currently works with many of North America's leading financial services, healthcare and consumer packaged goods companies.


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