Repurposing content is a vital skill. Not only for organic marketers but also for creative strategy & any paid media effort. Sadly most marketers miss 80% of their opportunities Let’s fix that.
Formats & Tools to Automate
The single most important thing to a re-post of all content strategy that is omni-channel, is to have a plan for formatting and tools to use. Let’s cover the 3 most important formats & my 4 favorite tools.
For video, we have the choice of either full-screen vertical which is known as portrait or full-screen horizontal which is called landscape. Landscape videos are excellent for traditional media outlets like YouTube and Twitter and Facebook and LinkedIn etc. landscape videos are also perfect to be used when automating live broadcasts with pre-recorded material. Portrait mode videos are widely used for newer forms of media like Tik Tok and reels and YouTube shorts and Pinterest idea pins.
The key distinction between landscape and portrait mode videos is not just the orientation but also the length and strategy. Landscape videos should be long-form and cover a variety of talking points. Portrait mode videos should be short form and singular in focus.
Copy can be used on every form of media, Both traditional and newer. Copy can also be utilized for blogs, and situationally formatted for contextual relevance by platform.
My favorite tools to automate the distribution of content are as follows:
Publr.io - This is the single best Omni-channel delivery system for both short-form content (both video & static). I love how it can reference canvas and Google drive, plus gives you analytics, and the ability to automatically contextually format one piece of content to multiple platforms
Repurpose.io - This is an excellent tool to automatically rip content without any watermarks and re-purposed to other platforms. It’s a great way to build a Google Drive archive of any content from any platform.
Streamyard - this is the best-automated tool for the Omni channel distribution of pre-recorded content to format it as a live video
Captions app - This app will cut out the downtime of videos and put up fun captions that are easy to edit so that you can quickly optimize Short form content for both viewability and to make it accessible with no sound
Process for Breaking Down bigger pieces
When we are trying to be omni-channel Wes coordinated content that is complementary, we need to have a strategy for the creation of that content.
The best execution of this that I’ve seen in many years, is the creation of long-form video content, with supporting imagery & long-form copy. Each portion of this long-form content can be broken down into segments, strategically, to be used in a contextually relevant way to short-form content platforms.
Longform Content with clearly defined talking points and supporting copy for each talking point allows for the creation of many shorter-form repurposing efforts. From blogs to tick-tock‘s, bite-size YouTube videos, and concept testing for ads… Because all of the content is cohesive and was created to get across a singular message, it is incredibly easy to produce dozens of pieces of content from a single 10 to 30-minute video & 10-12 paragraphs.
How to make 1 video into 20 pieces of content
Here’s an example workflow for us to work with, built on something I do every week
Step 1: record a 30-minute video with three clearly defined 10-minute segments
Step 2: write 3 to 5 paragraphs for each of those three segments
Step 3: chop up the original video into three videos with the dedicated paragraphs for each segment
Step 4: highlight 2 to 3 thesis statements from each chopped-up video
Step 5: DEPLOY: the original 30-minute video is a live on five channels
the description is a long-form blog article
each segment as an additional long-form video & blog
...each highlight of each section is a short form video for TikTok / Reels / Pinterest / YouTube, with copy already ready already
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