We all know that effective content marketing depends on providing a consistent flow of content to your customers. The problem most businesses face is how to create that content at a pace that suits their content marketing strategy — without compromising quality.
You may have the problem of not being able to create enough content. Or maybe the content experts in your organization don’t have the time to create content. This is where video can solve both of these problems. And if you’re already creating content marketing videos, it really pays to understand and effectively use video as a “Master Format”.
Sometimes called pillar content or cornerstone content, video’s use of visual, verbal and audio components really makes it the king of content formats, and is why we like to call video a “Master Format”. One video is actually a number of different elements that all come together to form a whole. Video combines images, sound and writing in the form of a script. If you break apart these elements into their component pieces, these pieces can provide all the content you need for a full, diverse content marketing strategy, and can deliver content to your audience in the format that they prefer.
Let’s take a look at how this works:
From a single, strategically produced video you can create:
- Alternate versions of the video – Modified for specific distribution channels (your Youtube Channel, your Website, Facebook or preroll ads)
- A Podcast – Slightly modify the audio track from your video to create a podcast. Post it on iTunes, SoundCloud or any number of other platforms.
- A Key Point Summary – The outline for the video becomes a list that can be shared on social media and with your email list. Individually these points make great tweets.
- Blog -The transcript of the video makes a solid starting point for a writer to easily create a blog on the same topic.
- Video Landing page – Post on your website with an offer. Embed the video and share the page on social media, with your email list and promote with PPC ads.
- Graphics – The graphics from your video can be repurposed as infographics. Or do it the other way around and create a video from your infographics.
- Stills – Create from the video and share on Instagram, Pinterest, other social media and in emails.
- Slide Deck or PowerPoint – Create using the stills and graphics and share on SlideShare.
- Webinar – Create from the Slide Deck or PowerPoint.
- On Demand Webinar – The webinar above can be recorded and turned into another video.
All these pieces of content, 11 in all created from 1 video, will provide numerous opportunities for sharing though email and social media. Now would you use every single video to make this much content? Probably not, but I think you see how this concept can be one of your most important video marketing strategies. You may be creating the best marketing videos, but if you’re not implementing a strategy to use these videos as a “Master Format”, you’re leaving money on the table.
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