Would you like to learn how to repurpose content, so you can generate more leads without having to come up with new ideas? Creating new engaging content can be daunting.
The Content Marketing Institute and MarketingProfs asked B2B marketers what their top content marketing challenges were. Their #1 challenge was producing engaging content. Producing content consistently followed closely behind.
It's a common misconception that businesses need to constantly put out new content to keep their audience engaged. Derek Halpern of Social Triggers once said, “You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.” What’s the easiest way to do that? It's by repurposing your content.
The greatest part about repurposing YouTube content is you’ve already done most of the work. Videos contain audio, visuals, and text. Simply extract these resources and tweak them to suit the platform of your choice. Once you learn how to repurpose content, your business will see tremendous benefits.
Readers that primarily search on Google will discover your YouTube videos. And people who watch your videos may start reading your blogs. Think of it as cross-pollination, where both platforms feed into each other and grow synergistically.
Not only are you reaching a wider audience, but you're also giving your existing audience more opportunities to resonate with your brand. As a result, your business will grow faster. Are you ready to tap into your hidden lead-generating machine? Then let’s get started.
Before we dive into the more technical how-to, let’s start by selecting the right content. If you’re just beginning your YouTube content repurposing efforts, there's no need to play the guessing game. It’s best to use your most popular videos and evergreen content.
“I’m a big fan of repurposing content and love squeezing every drop out of my content marketing efforts. People learn and absorb information in different ways and formats so you might as well create those formats based off your best (and proven) content.” — Sujan Patel, marketer and growth hacker
Popular videos: If your most popular videos are already proven to work, converting them into blog posts is a wise strategy. Remember Pareto’s Principle: 80% of your leads will come from 20% of your content.
Evergreen content (content that doesn't get outdated): People will always search for information and answers to evergreen topics. Think of it as a savings account: the bigger your investment now, the greater your return later.
With 3.5 billion searches on Google every day, think of your untapped audience that prefers to read as opposed to watching videos. By learning how to repurpose content from YouTube videos and transforming it into blog posts, it allows you to attract new members. This is why evergreen content is where you should put in most of your time and effort. You will build a foundation that serves you for years to come.
Now that you’ve selected the right content to repurpose, it’s time to gather the resources needed to turn your YouTube video into blog posts. You’ll need these 3 things: visuals, audio, and text.
You can embed your YouTube video directly in your blog — it’s fast and easy. But if you want to get the best results, you may want to learn how to repurpose content by investing extra time into editing.
Download your video from within the content creator’s studio on YouTube.
Choose the most relevant parts. Then turn them into individual pieces or splice them together into a punchier video.
Create gifs or take screenshots for pictures.
Visuals give life to your copy by breaking up the text and engaging your reader. Remember to change the style of these visuals to suit the style of your blog. You can also add text overlays to gather more attention.
Pick a program of your choice to extract the audio from your YouTube video. Audio works well for people who like to learn while they’re on the move. They may not have time to read text, such as while at the gym or at work, so they listen to content on their headphones. This provides you with one extra option to engage with your audience.
You can transcribe text from the video yourself, but this takes a lot of time. There are multiple options available online with rates as low as $1 per audio minute. They will take your video and transcribe all the text for you with quick turnaround times.
Now you’ve gathered all the important resources needed to repurpose your content from YouTube, right? Wrong!
Analyze the comments section and take notes. Here you’ll gain valuable insights into the effectiveness of your video. And you’ll discover what resonated with your audience by seeing what they spend the most time discussing. From this, you’ll know which parts have the biggest impact.
“The customer is the marketing genius.” —Dan Lok, business influencer
More importantly, you’ll stumble across questions and concerns. This allows you to address any objections that you might have missed during the creation of your video. This can be an absolute goldmine and guide the direction of your blog post. It can even spawn valuable ideas for future content creation efforts.
Now that you have all the resources you need, it’s time to plan the purpose of your blog post.
It may be tempting to jump right into editing the transcribed text into a blog post, but this next step will make or break your success. Before you begin you need to determine the end goal of your blog post. This affects the way you write the copy.
Want to increase engagement on your YouTube video? Try writing teaser content that points the reader back to the video to learn more.
Looking to increase lead generation? Consider using an educational post with a soft sell at the end.
Trying to grow your mailing list? You can try using an informative long-form post that offers an email opt-in content upgrade, such as an eBook or PDF.
You see what I mean? As the old saying goes, “A confused mind never buys.” Without a clearly defined goal, it’s difficult to write copy that smoothly leads your reader to the call-to-action. And that’s what will increase your conversions. There’s one more piece of strategy to remember.
If the YouTube video is very long, you may want to shorten it to make it more punchy. You could even consider splitting one video into multiple blog posts. If the video is short, maybe your viewers would appreciate it if you added in more detail. If you’re not sure what to do, look for insight from the comments you analyzed before. This is invaluable when learning how to repurpose content.
Alright, now you’re ready to write the blog post. Start by editing the transcribed text to smooth out rough edges and figure out what needs to be added or removed. Next, identify the major points and turn them into crossheads. After that, add an introduction and conclusion, as well as your headline. Here are some tips to keep in mind:
Crossheads: Writing crossheads is a simple step, but don’t make them completely obvious. Use curiosity to keep your reader engaged, so they don't say, “I’ve heard this before,” and bounce off the page.
Introduction and conclusion: Make sure your introduction is as compelling as possible, otherwise the reader won’t even make it to the first crosshead. And for the conclusion, summarize the blog and have a single, strong call-to-action. Tell them exactly what to do next and make it clear. This way there’s no risk of confusing the reader.
Headline: For best results, craft an eye-catching, attention-grabbing headline. Be sure to check out this article on 7 tips to create powerful headlines for ideas.
You’re almost there. Insert visuals and audio strategically to break up your text to keep your reader engaged. This makes your blog more scannable and gives your audience more incentive to stop and read. Finally, double-check to make sure your blog’s copy is SEO optimized. And remember to hold on to your resources; you may find a way to repurpose them in the future.
Voila! You’ve just learned how to repurpose content from YouTube and turn it into quality blog posts. Remember to:
Start with the right content
Gather your resources
Determine your strategy
Add an introduction, conclusion, and crossheads to your transcribed text
Now you can reap the rewards of SEO linking to generate more leads and further establish yourself as an authority in your field. If you’re interested in transforming your YouTube content into world-class blog content, then consider hiring a copywriter. Here at Copywriters.com, every copywriter is trained to write conversational copy. And they are also familiar with writing SEO friendly copy that converts.
Xavier Chang is a certified copywriter. He has a background in engineering and a passion for health and wellness.Hire Xavier