Repurposing Video Content: B2B Marketing Trends & Strategies for Maximum Efficiency

Creating and repurposing video content can feel daunting to many business owners. We get it! And we are here to tell you that it’s not as hard as you think.

Video has captivated audiences and continued to grow exponentially. What was once used to bring the family around the television for news and talk shows, is now used on small electronics that fit into our pockets. However, video is not used for entertainment purposes alone. With the influx of technology and social media culture, video has made its way into marketing and accompanying strategies.

In 2022, streaming online videos and downloads accounted for 82% of total internet traffic; with YouTube being the most popular outlet for influencing consumer behavior.

Did you know?

75% of all videos are viewed on a mobile device today
83% of B2B marketers utilize social media advertising in their overall strategy
Marketers who use video in their marketing grow revenue 49% faster than those who don’t

These percentages show that video marketing is trending and is on its way to becoming the most popular form of marketing, as of 2023.

Efficiently getting videos in front of your audience is one of the hardest parts of this marketing strategy. With an abundance of available content on the web, it is easy for your brand’s videos to be overlooked if they aren’t:

Eye-catching
Value-driven
Relevant to your audience

If your content is not properly crafted to reach your ideal client, you may find it will only produce low ROI, wasted potential, and lost time.

In this article, we will teach you to avoid those losses by

Sharing content marketing trends to watch out for in 2023
Giving you a list of clever ideas to repurpose video content
Showing you the next steps for taking action!

Video Marketing Trends in 2023 and Beyond

Keeping up with fast-paced and ever-changing video marketing trends can be a challenge—to say the least. Popular trends and technology that were used only a few years ago may already be obsolete in the digital marketing world.

Marketing is a fickle business and video marketing is no different. With the flow of trends and tech constantly evolving, it is important to stay up to date with what is new and what your competitors are trying out so you’re moving the needle in the right direction.

So here are four of the latest trends for you to consider implementing for stronger connections with your audience.

1) Creating Branded Videos

Personalization is key when it comes to helping your audience immediately identify your content.

It helps to:

Differentiate from competitors
Reach your target audience
Become an authority

That is why many businesses have started to produce brand-specific video content for their products or services. These targeted videos help them deliver unique experiences to each user and can be featured or shared on many platforms such as:

A website
Email campaigns
Social media pages

2) Adding Short-Form Videos

Short-form video is one of the powerhouse trends that established itself in the advertising space in the last few years. With the success of platforms like TikTok, many businesses of all sizes have begun to shorten their ad placements to 15 seconds. It takes half the cost to create a 15-second video ad than a 30-second TV commercial—and it is 75% as effective.

3) Vlogging and Posting Social Media Stories

Most popular social media platforms have features like stories, where you can highlight your business in a more casual nature and provide a behind-the-scenes look at your brand.

Vlogging is another method of connecting with your audience on a more personal level in the form of a longer, conversation-style video. It is a great way to showcase the day-to-day aspects of your business and can be useful when leveling with your audience or improving your brand’s image.

4) Making Videos Accessible

This is by far the simplest out of all the marketing trends we have talked about so far, and something YouTube has a cornerstone on—convenience and ease of access.

You want to make the most out of your video content, but you can’t do that if every video is scattered across multiple platforms and unorganized. By centralizing your video content onto one platform, you can strengthen your media presence.

Leads can consume one video and easily find more video suggestions, allowing for “binging” of your content in one single accessible place. This looks great to the platform’s algorithm and helps build the authority of your brand. Now existing consumers, and potential buyers, can search for, discover, and enjoy all that you have to offer in one place.

10 Practical Ways to Repurpose Video Content

With some of the above trends in mind, the next step is to implement them in the most efficient ways possible. Creating each long-form video from start to finish was a monumental task in itself. Let’s look at how you can get the most out of your existing assets by repurposing video content.

1) Teaser Trailers

If you have a video that is still in progress, create a short and sweet trailer that promotes it. Just like a Hollywood blockbuster, it is a great way to boost excitement and start the video’s credit before it is even completed.

2) Infographic Carousels

Take a handful of key phrases or quotes from your latest Webinar recording. Then, using a tool like Canva, create several infographics that you can then string together in a minute-long video. This allows your audience to consume a lot of information in “bite-sized” snippets.

3) Tutorial Time

Your initial video was a big hit; everyone loved the effects, timing, and script. Now, show them how you did that. For short tutorials, Reels, TikToks, or Stories are a great choice as they fit into a 60-second (or less) form. For longer how-tos, YouTube may be a great choice.

4) Informational Videos

There were so many questions in the comment section of your last video. Take that opportunity to gather up the most FAQs and use them to create another video that answers them.

5) A Long Running Series

Maybe you have a small catalog of videos that run a decent amount of time. If you break each of those videos up at key points and create a series of shorter videos, you can reach new audiences by reformatting and reposting the segments.

6) Posting on New Platforms

This goes hand-in-hand with the accessibility we talked about previously. After posting a video to YouTube, make social posts about that video. By doing this, you tell everyone about your video across multiple platforms. With the help of some crowd-directing calls-to-action, this can help you increase the reach it has by spreading awareness to your non-YouTube regulars—and it can bring new followers to your channel!

7) Testimonial Compilations

You witness it all the time on TV to help boost a new product or service. Taking a handful of customer testimonials and compiling them into one big video ad lets your customers know that you are a trustworthy brand to buy from or work with. You can even go a bit further and break them down after to spotlight each testimonial.

8) Social Media Bites

This is similar to making an episodic series, but we are cutting the video shorter and turning it into bite-sized segments. Just as in #2, this allows your customers to take in a lot of information in an easy-to-digest form. These are great for platforms like TikTok and Instagram.

9) Slide Show Videos

Enjoy the carousel idea? Now apply it here with video: take clippings from one or more videos and compile them into a ‘best of’ slideshow-style video.

10) Conferences and Meetings

Do you have videos recorded from a conference or a meeting that is taking up space in a folder?

Take it (with permission of the participants, of course) and turn bits into

Advice videos
How-to-videos
Behind-the-scenes videos
Informational videos

There are tons of uses, limited only by your creativity.

How to Get Started Repurposing Video Content

Needless to say, plans change, and time marches on—especially in the world of technology and trends. What worked in marketing one year ago, may not work one year from now.

And while you may have the ability to create new and exclusive content from scratch, why would you leave the goldmine in your Google Drive to the wayside?

If you’re ready to reap the benefits of repurposing content, here’s how you get started:

Brainstorm with your content team. What opportunities can you use to incorporate video content into your current marketing plan?
Take a full inventory of all of your video content, and see what your team can strategically repurpose. You may be surprised what will make the cut.
Organize your video content into a spreadsheet or project management tool like Airtable. This will help to categorize, using tags such as ‘videos for reels’, “videos with quotes”, etc. This way the team can easily find and access them going forward.

Last Thoughts on Repurposing Video Content

Repurposing video content is a practice that is suited to save you time and money. By following the steps in this article, you can improve your business by

Maximizing content output
Minimizing costs
Growing your brand by tracking popular trends

Remember, marketing is an ever-changing animal, which means you need to be ready to adapt alongside it. If this sounds like it is too much for you and your team to handle, you can always outsource the task!

Reach out to a content repurposing service, like Navigation, to have the work done for you and learn how you can maximize the reach of the content you already have. To learn more about how we get the job done, and to get started, visit https://navigationvs.com/contact/