The best video content marketing strategies recognize the importance of relevant, easy-to-digest, useful and engaging material. Fresh content will increase value; however, keeping content current can be an overwhelming and costly task. Part of the challenge is in knowing what to update, when it is time to revive and repurpose video content, and when you would be better served by starting from scratch.
Evergreen content, as the name suggests, tends to be long-lasting and sustainably relevant. How-to or illustration videos are an excellent example of evergreen content that continues to offer value and interest over longer periods of time. These videos are still doing the job they were intended to do, and it’s often best to leave them as they are. Conversely, if your company is experiencing a rebrand, it’s time to make some entirely new content. This is true for your home page videos as well, where staying current and trendy can engage visitors and grow your audience.
You will often get good value of taking the time to repurpose video content. For example, let’s say you have a video that contains really relevant information, but also includes a couple of minor references that new research has revealed no longer apply. With some relatively simple modifications, your old video can once again be brought up-to-date, and continue to provide merit.
Additionally, by repurposing older content you afford your business the opportunity to reach new audiences and to realign and reinforce your brand message. Maximize your past efforts by considering some of these creative ways to extend the life of your video content.
Freshen Up Your Video Titles and Descriptions
There is great benefit in even the simplest of steps, like checking to make sure that the titles and descriptions of your videos are current and consistent with your brand messaging. Do they still resonate with your target audience? If not, it’s time to freshen them up.
Revive Live Action Video
Consider breaking long-form live action videos, such as those on YouTube and Vimeo, into multi-part short versions to create a series for promotion on your website or different social media platforms. Scheduling releases of these shorter segments over a period of time will generate an even longer life and greater value for your video content. You may also want to review the idea of shooting a few new segments to add to the series.
If your video is outdated, consider using applicable portions of it as background video, and allow voice over narrative to convey fresh information. Maintain relevant bite-sized segments that include useful information. Extract and add specific engaging clips to a demo reel.
Upcycle to Optimize
Optimize your old content by promoting it again in a different format and location, like LinkedIn or Facebook. But don’t post the exact same thing on every platform; put a fresh spin on the information, give it a shiny perspective and illuminate its value. Consider the audience you are posting to, and craft your message accordingly by appropriately directing your tone and repackaging it.
Update Animated Video
Animated videos offer flexibility with regards to changing text to ensure that the content remains pertinent. Additionally, animated content videos provide the option of broadening your viewer base. How, you ask? By targeting a new audience and releasing your animated video in other languages. Often your video agency can help you to repurpose video content effectively.
Refresh Customer Video Testimonials
Customer testimonials inspire, engage and attract new viewers; showcasing your best customers in these unique videos builds credibility and drives traffic to your website with great SEO value. But what should you do when the occasional best customer is no longer using your product or service? It’s time to replace that testimonial. Or, what happens when the speaker in your video no longer works for that customer’s company? Consider reshooting the speaking segment, and feature another of the advocate’s employees. Creatively transform existing videos into a new look by combining several of your best testimonials into one video montage format—which highlights multiple satisfied customers endorsing your product or service.
Replace Outdated Video Content Within a Blog Post
Improve those high-traffic blog posts that continue to engage your audience but contain outdated video examples by replacing them. By changing them out with new videos that reflect current trends, you’re likely to continue to drive traffic with the post. This of course opens you up to being able to repurpose video content from the blog elsewhere (with some edits).
Renew Product Videos
Products are ever-changing, and as they evolve and improve, it’s important to update your product videos to reflect these changes in appearance and use. You’ll want to replace any product images within the video, and/or insert new product clips to include the new look, and highlight the latest features.
Repurpose Your Live Streaming Video Content
Get more mileage out of your live stream videos. If the content is valuable (of course it is), find a new and fresh way to deliver it. Consider converting that material into an alternative format. Especially if your live stream video was handled by a professional originally, take advantage of the quality audio already there and repurpose for podcast use.
Revamp Your Company Culture Video
Your culture video speaks volumes about your company in its own unique way. Done well, it enhances brand recognition and contributes to success. For the same reasons you want to keep your company headshots current, it is essential that your company culture video remains authentic. If a team member featured in your video is no longer employed by your company, it’s time for a revamp. Replace those segments with ones featuring other employees.
Ensuring that your company puts out quality, compelling content that’s current can be a challenge. But by arming yourself with informative, creative tips, and remaining diligent in your efforts to always keep it relevant, it’s a challenge you can tackle. Elevate and extend the life of your video content by knowing how and when it’s time to update, revive, or repurpose video, and know when it is time to start fresh, too.