Repurposing a single piece of content is a smart way to approach marketing. It’s a theory called content stacking, where the primary goal is to reduce the amount of time you spend creating new content by investing in creating larger content pieces. Its main benefit is that you end up with several content pillars and a rich media ecosystem of assets based around those pillars. For instance, you could end up with a podcast, a blog post, and a video on the same topic—created from the same, single piece of content.
If you’re considering investing in video marketing, content stacking is a good strategy to get the most out of your investment. Of course, it’s not exactly a 1:1 ratio. You can’t just extract the audio from a 60-second explainer video and turn it into a market-ready podcast. However, by thinking about your marketing assets holistically, you can save time and money by stacking your content goals. It all starts with video.
Examples of starter videos
Let’s say you have a small to mid-sized business. Maybe you sell software. Perhaps you sell solar panels. Either way, you need a basic video that explains why your product or service is the best on the market. This video might live on your website, or it might be intended to pitch investors.
There are several options for starter videos. Your first option is to invest in a single explainer video that utilizes stock footage in combination with motion graphics and voiceover. Another option is to film a Meet the Team-style video, introducing the key personalities behind the company along with your history and the main product. The point is that any one of these starter videos can be utilized for content stacking.
Turn that video into a series of advertisements
Now, you’re able to transform that video into multiple marketing assets—all for the price of a single, high-quality video that you outsourced to DreamItReel. You could easily break down a 2-minute explainer video into a series of 30-second video advertisements for social media. These are perfect for Instagram and Facebook.
Try uploading these segmented videos to YouTube in a series. You can embed the links in a drip campaign to generate leads by educating people, providing value, and helping them get to know you and your product. Suddenly, you’ve got four assets instead of one. It’s worth pointing out that each platform has a different algorithm and that people use platforms differently. In other words, you might produce a long video to live on your website but then break it up into shorter videos for social media.
Grab still frames and use them in blog posts and on social media
Here’s a pro tip: if your video is high-quality, you’ll be able to extract still-frame images. What does this mean for your marketing strategy? It means that you can pay for the production of a single high-quality video and gain access to a bunch of still images without the need to hire a separate photographer.
Of course, if you need product photos or videos, then you should absolutely plan a separate campaign. But if you just need some images to accompany blog posts or post on the company’s social media platforms, then extracting stills from video is a cost-effective and time-saving solution. It’s especially clever when you realize that you can achieve incredibly consistent branding with this tip, using videos and images from the same source.
Extract the audio
Audio can also be extracted from your video. Use it to create short podcasts, radio advertisements or to guide the creation of other long-form content (like a Clubhouse room). If you’re already paying a voiceover artist to work on your video, why not deploy that asset across multiple channels to get more bang for your buck?
Create infographics based on the video’s original brief
Finally, you can utilize the script and visuals from your original video brief to create an infographic. Infographics are popular because they quickly and concisely get across complicated concepts. You can use them on LinkedIn or Pinterest as a B2B asset, but you can also use them in investor pitches or in internal company newsletters.
Rather than trying to design a company infographic from scratch, hand off your video script to the marketing department. They can use the statistics and taglines in the brief, in combination with the visual style of the original video, to quickly generate on-brand and well-researched infographics.
Video marketing is an important part of doing business in the 21st century. Modern consumers prefer getting their information with audiovisual components rather than dry text. Take a strategic approach to your marketing strategy by outsourcing video creation to experts and then transforming that video into multiple marketing assets. Ready to get started?