Last week I was meeting with a client who has run a very successful business conference for the last six years. We were meeting to talk about how she could start storytelling her brand more effectively and grow her social following. While brainstorming ideas, I realized that after all of the speakers she has brought to her conferences, she must have a goldmine of event footage somewhere. My client was sitting on six years worth of incredible content and hadn’t used any of it.
It became clear to me that this happens with a lot of speakers and presenters, thought leaders, event organizers, and businesses who host conferences. So much time is spent bringing together amazing speakers who give epic presentations and a lot of money is spent capturing them in high quality video, yet once the conference is over, people won’t do much with the mountain of content they just produced.
Maybe you slap the full-length presentations up on YouTube and hope people have an hour to watch your video, or maybe you keep the videos behind a paywall and charge customers a monthly fee to access the content. While those two strategies can be effective, you’re missing out on a fantastic opportunity, either as a speaker or the business itself, to leverage that content in a way that grows your audience, gets more conversions, and motivates people to attend future events.
All that said, it’s not always obvious how you should be reusing content. I’ll walk you through three different ways to repurpose your long-form speaker or presentation videos so you can achieve better ROI.
- Social Clips
While there’s a core part of your audience that may be willing to watch a full hour-long presentation, you’re missing out on the broader group of people that just want a minute or two of content. You want to storytell to them and give them value on the channels they’re already using, like Facebook, YouTube, and Instagram. I call these short clips for social media “nuggets of wisdom.” The trick is to find quick, self-contained pieces of information from your long-form videos that don’t rely on the context of the whole video to be valuable. These 30-second to 3-minute “nuggets” might be a speaker’s example, an anecdote, or some quick tips, among other things.
On YouTube, it’s best to avoid putting all the content you repurpose into a single, endless playlist. Think about your content pillars and core messaging and organize your videos in a way that’s easy to follow. If you’re repurposing content from a health foods conference, for example, you might have one playlist about nutrition, another about food sourcing, and another about exercise. You want to produce content that showcases your brand pillars, uses compelling headlines, and solves a very specific problem in a tiny, bite-sized social clip.
On Facebook, one of the most effective types of social clips are square-format videos. You’ve probably seen plenty of these in your newsfeed: the videos with an intriguing, bold header on top and a caption file on the bottom (we use Rev.com for the transcriptions to all of our video content). The square-format video does a great job of catching a user’s attention while they scroll through their feed and, if the content resonates with the viewer, they’ll happily spend a few minutes watching your clip.
Finally, Instagram is very similar to Facebook when it comes to social clips. Square-format videos work well, or you can use the same content your brand is sharing on YouTube. But why are these clips so effective? For one, simply sharing the content means you’re providing value to your audience for free. Still, there are two other aspects to social clips that are worth leveraging.
The first is to tag the people that are in the video. That way, if there’s a successful entrepreneur, thought leader, or author in your videos, they may reshare your content with their large network and give your brand positive notoriety. Even if the influencer doesn’t share your clip, simply tagging them is likely to draw in some of their audience. You can also choose to use your videos to run ads on Instagram and target users who already follow the influencer in an effort to engage a new audience and incentivize them to learn more.
A second suggestion for leveraging your social clips is to include a call to action. Say, for example, you’re promoting a business conference and you’re six months out. You can start seeding content from past conferences and at the end of every social clip (or in the first comment or description) you have a call to action that leads viewers to a sign-up page or a landing page to learn more or a ticket purchasing page, or whatever form it takes. Instead of hoping for a click-through, you’re actually giving your audience a reason to proceed and driving that traffic back to your website.
- Montage Reel
The second way to repurpose your long-form videos is with a montage reel that captures the essence of the event in a short amount of time. This brings us back to the content pillars. If you’re cutting up your long videos into clips with “nuggets of wisdom,” then the next step is to ask yourself what kind of thematic videos you can create around a certain topic. To return to the health foods example, imagine there are four different speakers at your conference that all use personal stories or examples about motivating themselves to eat healthier. You could easily take those clips from each speaker and mash them into a single, coherent video about shifting your eating habits.
The key is to look at your content from a broad perspective and determine how you can combine multiple stories or pieces of information into a single video with a consistent theme. Just like in movie montages, the clips you put together form something bigger and more valuable than the sum of its parts. A reel such as this is a phenomenal way to promote yourself, promote your conference, drive traffic back to your site, book more speaking gigs, or simply sell more tickets to an upcoming conference.
- New Media
My final suggestion for increasing ROI on your long-form speaker videos is to repurpose the content into new media, outside the realm of video. Because there are a million different ways to do this, I’ll keep things brief by giving you just two examples.
First, an excellent way to repackage your video content is to make an article out of it. Whether you’re working with speakers or you’re a speaker yourself, you can get your long-form video transcribed and use the text to create an educational article on the same topic. If you wanted, you could simply copy and paste the transcription into whatever publishing platform you use for articles and call it a day, but in most cases your article will do better with some copyediting. You can even use the article as a chance to elaborate on your topic and provide greater detail than your original video did.
Making articles from your video content is beneficial because they work in a very symbiotic way with the social clips I mentioned earlier. For example, say you want to drive more traffic to your website or blog. You could share a one minute social clip that has a call to action at the end saying “learn more” or “find out more” with a link to a thousand-word article on your website. Not only are you providing the interested viewer with more value and more content, your article’s call to action also gives the reader their next step, whether it’s to sign up for a conference, learn more, buy a ticket, and so on.
My second example includes what I like to call image content or micro-content. Quote cards, for instance, are a popular form of micro-content. As you’re transcribing your long-form video content, you should be asking yourself what are the greatest nuggets of wisdom coming from the speaker. Are there any short quotes from the speaker (around 10-15 words) that would serve to engage or educate, or would be inspirational or motivational to your audience? Those snippets are fantastic for making micro-content that can be created and distributed quickly.
Something to keep in mind when planning for your conference, whether you’re a speaker or coordinator, is to make sure your photographer knows to take some photos with a lot of empty space in them. Some of the most powerful quote cards involve the speaker in profile with about 80% of the photo as empty space, which provides plenty of blank canvas to place quotes or other copy.
It’s that simple. You just go through your transcript and highlight the most relevant, powerful quotes, then match them with a great image and share the quote card with your audience. Here’s an example of a quote card we created for entrepreneur and thought leader Ryan Moran after one of his speaking events:
So there you have it: three different ways to repurpose your presentation content. Don’t sit on it, you’ve got a wealth of information just waiting to be shared. Use the content to give value, grow your brand, and get more people to attend your next speech or your next conference. Now, get out there and put your message in motion.
Looking for a professional team to capture your next speaking event or conference? At Golden Arm Media, we’ll film your live event and transform the footage into an array of valuable content that’s sure to increase your ROI.Contact Us >>