How B2B Marketers Are Repurposing Video Content to Maximize Their Investment

Content repurposing is taking one piece of content and repurposing it for multiple social media channels and purposes. The idea is to maximize the value of the content you've already created by adapting it for various platforms or audiences.

For example, a long-form interview could be repurposed into easy-to-digest clips for social media, or a webinar could be edited into a series of instructional videos. This approach helps in reaching a broader audience, catering to different preferences, and reinforcing your message without starting from scratch for each new piece of content.

Let’s take a look at a couple of real-world examples:

Volvo Trucks North America

Volvo Trucks North America produces a ton of video content across all of their social media channels. From an outsider's perspective, they are doing an excellent job. They have gained nearly 200,000 followers on Instagram and get relatively high engagement on every LinkedIn post.

Recently, they produced a 2-minute testimonial-style video highlighting the story of one of their clients and how and why they use Volvo trucks.

As a video production professional, I’m a big fan of this video. It’s authentic and powerful and highlights many different aspects of what makes Volvo trucks the perfect choice for trucking companies.

I imagine it was a significant marketing investment so how can they repurpose the content to maximize their investment?

Level 1: Short-form content

If you were to break this video down, you would see that the video could be split into different topics, in this case, safety, diversity, and features.

Each of them could be their own short 15-60-second videos that could be posted on LinkedIn or other platforms where shorter content is preferred. In this case, Volvo Trucks North America has already posted one of these shorter videos on their LinkedIn.

Level 2: Written article

What’s great is that they have the transcript from the interviews they conducted with their client. With that, they created a written version of the content on their website.

Level 3: Photography

They invested a lot of money into this video asset, so how did they maximize the content further? Volvo Trucks brought a photographer along for the video shoot, and you can see the photo content used in the article and throughout their website.

Level 4: Raw footage

To take it even further, they could utilize the raw footage from the interviews and adapt it for various purposes. Each interview likely lasted at least 15 minutes, so there may be a lot of content that didn't make it to the final cut but could be valuable in other situations.

Volvo did a great job at repurposing and maximizing their investment in video content.

Voices of Manufacturing podcast

Dazuki is a SaaS (software as a service) company that is quite active on its social media channels. They host a podcast called "Voices of Manufacturing" where they talk with with industry experts and innovators in the manufacturing industry. The show is hosted by Brian Salle and Michael Muilenburg.

You’ll find a video version of the podcast on YouTube and an audio version on Apple and Spotify. From there, the content is chopped up and repurposed for the company’s LinkedIn and Facebook pages. This involves finding the most engaging, controversial, or interesting snippets and cutting them into 15-60 second clips. They also post clips to Brian Salle’s personal LinkedIn, where it receives the most engagement, and he has amassed over 3000 followers on Linkedin.

What makes podcasting so great is the unscripted, conversational-like dialogue that happens between the speakers. It’s like a petri dish for industry insights, entertainment, and, most importantly for you, content.

If you’ve spent any time on social media platforms recently, you’ll have seen how much short-form content is now repurposed video podcasts. It’s a relatively easy way to post top-of-the-funnel content consistently. A one-hour recorded podcast with an industry expert could provide you with 5-10 golden nuggets to be used across your social platforms.

Final thoughts

Content repurposing doesn’t just have to be new content. Check your content library for opportunities to refresh and repurpose valuable content that will appeal to your current audience. It’s all about maximizing your investment.