How To Repurpose Content Into Optimized YouTube Videos
Unless you are Bruce Banner himself, we encourage you to ‘Go Green’ in 2016. The same goes for your online marketing campaigns. Don’t waste older marketing materials like blog posts and webinars; recycle them! Repurposing past content into new video posts can increase your website traffic in Hulk-sized proportions. Incredible, right?! OK, enough with the comic puns…
Sit back and enjoy some marvelous, yet simple, tips and tricks that can help transform your web presence by simply adding short videos to your YouTube channel. This strategy presents value to viewers by engaging and informing new and returning guests who may need your services down the road.
First Things First
Did you know that YouTube is the second largest search engine in the world?
Of course you did.
Have you ever searched something on Google only to be presented with a one or multiple YouTube video recommendations atop the results list?
We thought so.
It makes sense for Google to promote their YouTube brand within their search results (Google is the biggest search engine on Earth in case you were wondering).
What is Repurposing?
Repurpose (verb) – to change something so that it can be used for a different purpose.
Shout out to Merriam-Webster’s Dictionary for the definition, but in the specific instance I am referring to (in layman’s terms); digital repurposing is achieved by taking older content from the past and turning it into an optimized video to create a surge of traffic to your website.
What can be repurposed into a YouTube video?
- Blog Posts
- Press Releases & News Articles
- Webinars and Trainings
- Case Studies, Testimonials, and Reviews
- Interviews, Public Speaking Engagements, and Official Company Statements
- And Much More (Get Creative!)
For the purpose of this blog we will focus on turning content into YouTube videos, but you can also repurpose these items into newsletters, emails, and other various mediums to keep your SEO game relevant and on-point.
Although YouTube is the #2 search engine worldwide, there are far fewer competitors on this platform (compared to Google) due to many companies having a fear of adapting, changing, and investing in video content. Less competition equals more opportunity. What we’re saying is it’s way easier to get on the first page of YouTube than it is to get on the first page of Google (unless you hire us, of course).
Every little bit helps. You don’t need to put together a Tarantino-esque film to get a buzz. But, hey, if you have the budget like Quentin did, I hear hiring Jamie Foxx is a surefire way to get a spike in video views!
How To Optimize Your YouTube Videos
YouTube’s algorithm values “watch time” over “view count,” which means it is more important to have people watch your videos as opposed clicking them. Relevant, entertaining videos rank way better than spammy click-bait.
Here are some quick tips on ways to optimize your YouTube videos:
- Research high volume keywords that relate to each post and video.
- Keep videos short, sweet, and succinct. Focus on a specific topic for each video. Example: Instead of releasing a 30-minute video, make six 5-minute videos that focus on different keywords. Visitors are way more likely to make it through a quick slideshow than a lengthy presentation.
- Keep the file name simple and make sure it includes a keyword phrase with hyphens in between. For example: “Best-SEO-Company-Philadelphia.mp4” could be the name of a video overview of the 1SEO.com SEO service listing! 😉
- Optimize YouTube video titles and schedule the videos to be released different days. Use the keyword phrase in first 5-6 words of the video title.
- Include your website’s URL at the beginning of video descriptions and always have a quick call-to-action. PRESENT VALUE! The text-based summary of videos should be keyword-rich and mention the main keyword focus phrase at least twice in the summary. Keep your summaries between 200-250 words for ideal results.
The task at hand is to increase your viewership and build your brand which will ultimately increase lead generation and revenue. Here are some quick pointers on how to implement an effective Call-To-Action.
- Choose the most popular content to repurpose first.
- Deliver value IMMEDIATELY. In the first 15-30 seconds tell viewers how they will benefit, what they will learn, and don’t get too cute. Entertainment is important, but informing prospects is critical.
- Include a brief closing promo and ask guests to subscribe at the end of the video. Make sure the call-to-action is visible and stays displayed for ~20 seconds upon the video’s conclusion.
- Also, show relevant, clickable videos you’ve released at end of your video (15-20 second duration).
- Give viewers a chance to click, call, email, or make a purchase directly from the YouTube video or its description.
- Ask viewers for feedback and questions to be posted in the Comments section and promptly reply to all posts.
- BONUS TIP – Offer incentives (AKA freebies) – A few examples include branded swag, downloadable content, or anything you think your viewership will like!
- BONUS TIP – Go back and edit blogs that you repurpose and embed the relevant video back into that blog post.
Many studies have concluded that visual learning is much more effective (20-40% more) than just reading or hearing information without any optical stimulation. The repurposing technique does not require a lot of time, money, or expertise. Get creative. Take some chances. Undergo some trial and error. Soon, you’ll realize how focusing on video content can help you boost your SEO presence by increasing referral traffic, social media shares, and video views. Get started with help from Philadelphia’s best SEO company today.