Who would have guessed that The Buggles’ 1980s classic tune “video killed the radio star” would remain relevant to marketers nearly 40 years later? While a bit dire in its literal context, a video is a medium that maintains its stronghold, no matter through what channel that it’s being consumed.
This is especially true in the land of digital where brands continuously vie for attention from consumers, who are constantly distracted by shiny objects. And by 2020, it’s estimated that those shiny objects will be primarily moving, seeing as online videos will make up more than 80 percent of all consumer traffic worldwide. That’s a whole lot of conversation to be missed out on if sticking to the written word alone.
Luckily, generating video doesn’t have to require expert-led production or a script created from scratch. The key is in content atomization; in repurposing high performing pieces that have already been created to then be further expanded into additional mediums and channels. One of the most effective ways to approach this concept is through the conversion of blog posts into video content.
Choose the Blog Post to Convert Into Video
Before devoting time to video creation, you have to narrow in on a blog post worth recreating. Lackluster content in one form probably won’t make for anything spectacular just because it’s being translated into video. However, if you haven’t seen great results from blog posts across the board, video can be a way to re-imagine and explore new angles with regards to previous articles that didn’t perform as well as you had hoped.
Dig into the data to determine which keywords and subjects are driving traffic. You can even convert a handful of different blog posts into videos in one fell swoop to better test how they impact visitor numbers across various channels.
Become the Cinematographer
We want to stress again that video shouldn’t automatically be equated with huge budgets and production teams. You simply need to have a vision for video format as it relates to the subject matter of your blog post.
Use Stock Creative
If on a budget and time crunch, consider putting stock photography and clips to use for simplified video creation. There are automation tools like Lumen5 that make this process incredibly easy. Starting with the URL to your posted blog content, you can easily piece out text that would make sense to include as overlays and seamlessly storyboard between the two mediums.
Grab a Camera and Shoot
A more natural approach might be to actually get in front of the camera, with your blog post translated into a conversational script. You could even bring in other members of the team or outside guests to weigh in on key points. Or take a more instructional approach by recording both your voice and computer screen with a tool like Loom. Doing so would be a perfect way to provide additional context to how-to posts, for example.
Distribute and Integrate
Once your video is created, it’s time to publish. Distributing through YouTube is a great way to explore avenues previously untouched by a blog post alone. Additionally, there are SEO benefits to be gained from content that ranks well across the platform. Just be sure you’re giving weight to the metadata and relevant keywords when uploading.
You can also further boost the performance of the source post by integrating your videos into previously published blog content. This gives readers a whole new way to interact with and consume topics covered.