You know the difference between Mozart and Beethoven? Both are indisputably among the most influential giants of music, but while Beethoven composed about 120 works, Mozart created five times as many. Beethoven rewrote, scribbled, erased, crumpled and threw out more works than he created, but Mozart seemingly could drop his pen on the page and brilliance would emerge.
Most of us pursuing a content marketing strategy undoubtedly feel more like Beethoven much of the time. You’ve probably noticed the same thing whether you’ve fully invested your company in content development or you’re still writing your first few articles. You’ve discovered what Beethoven knew: Content isn’t easy.
Sometimes you have to recycle.
Both composers did it. Like the western musical scale that has only 12 notes, there are only so many words and ideas that surround your industry. If you stick to a brand identity, it means you have a narrowly-defined set of discussion options. It’s a real stretch to turn bicycle rides and trips to Scandinavia into a salient point about Java software development practices or aluminum storage containers.
But like Beethoven and Mozart, you have different media. Mozart would take a melody from a piano concerto and adapt it for clarinet in another work. Beethoven would transpose an organ theme for a string quintet. You have the printed page, as well as email, blogs, articles, websites, graphics, interviews, and online video at your disposal. Somewhere there is an audience waiting for you to recreate previous work for a medium they prefer.
One of these media is still growing: video. 65% of executives watch video before reading text, according to a recent survey by Forbes. If you’re still thinking about starting a long-term online video strategy, or if you’re already creating videos, here’s a new e-Book that can act as a guidebook to creating video from existing material.
Reuse, Recreate and Repurpose: 5 New Strategies for Today’s Video-Enabled World
There is no need to create new videos out of nothing. Your content already exists. You already went through the process of approving and publishing it. You also know that online video raises engagement. However, you may still be struggling to add video to your content marketing strategy because of limited time and budget to create them.
That’s why KnowledgeVision and DemandGen Report created the e-Book: Reuse, Recreate and Repurpose: 5 New Strategies for Today’s Video-Enabled World. It provides an overview of how you can add video cost-effectively by using existing content. These techniques will save production time and match the successful brand messaging you’ve already published.
The e-Book covers these 5 key points:
1. How to identify existing content to re-use in online video, by determining if your material is a natural fit for visual presentation. Maybe your product or feature lends itself to demonstration, or you have thought leaders who can present well and get attention.
2. How to plan the right type of video for your content strategy by matching the expectations of your audience. How do customers interact with your brand? Are the benefits of your product or service easily defined?
3. How to build a script for your video using published content that is perfect for your brand’s personality. Can your product or service be described in plain language, and can you turn your message into a story?
4. How to match your existing content’s message and brand fit. What kind of environment best showcases your brand or product? Can your product be shown in a recommended use case?
5. How to find opportunities to use your recreated video content, using the web properties where people interact with your brand. You can offer a learning opportunity or valuable thought leadership, and can also generate leads.
What would Beethoven have done if he had the Internet, online video, digital recording and electric guitars? No doubt he’d be watching Mozart churn out video after video based on earlier works. And he’d get started on his own, even if he found it harder to create the perfect piece.
Whether you’re more like Beethoven or Mozart, you’ll find that using the tips in Reuse, Recreate and Repurpose: 5 New Strategies for Today’s Video-Enabled World will help you create videos that ring true with your audience and expand your reach.
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