Recently, I read an article in Inc magazine that really resonated with what we’re trying to do at Endgrain. Our purpose is to make creating more high-quality content within the reach of smaller companies, or teams with smaller budgets.

We want there to be more high-quality content. Period.

This article in Inc Magazine (How to Make 30+ Pieces of Marketing Content From a Single 3-Minute Video) highlights that creating content at high volume doesn’t have to be difficult if you can start with a video. Videos are dense with information, they contain messages that are spoken, visual, and they communicate tone, emotion, and passion better than any other content type. It’s easy to imagine, then, that you could pull multiple other types of content out of a single video.

The rest of this article is going to assume that you have created 20 pieces of video content for $5k. If you are wondering how to do that, you can either contract my company to do it for you, or you can DIY. If you want help knowing how to DIY inexpensive video content – I sure do have lots of opinions, but they’re in another article. This article is focusing on getting the most out of video content. If you have 20 videos, then you’ve got 120 pieces of content (and if you got them for less than $5k, then you got that content for $42 bucks a pop!!!).

Video Content Strategies to Maximize a Single Video

Once you have a video – it’s not content until you put it into a video content strategy, and get it in front of lots of people. This is the #1 mistake super talented video people make: they never get their content seen, it just rests out on the web waiting for someone to hopefully stumble on it and hopefully think it’s amazing.

Here’s a breakdown of the places you can share your content. Pick at least 3 (trying to do all 5 is possible but exhausting, it’s very unlikely you’ll be building audiences in all these places):

YouTube – No matter what your video is, it should go on YouTube (and you should add subtitles). YouTube allows your video content to have a longer shelf-life than any other social media platform, and if you add subtitles, then Google indexes the content within a video as part of SEO, so you’ll show up on more searches. Also, don’t forget that for certain audiences, YouTube is a social platform, and you can build up followings, send notifications, and interact with fans right within that tool. Think of YouTube as the place you’ll store your content, where anyone who wants to find it can easily do so.

Facebook – For the majority of humans, the portion of the internet that is served up for consumption happens on Facebook. Facebook is just as essential as YouTube, just for different reasons. Facebook videos are all about the moment, and showing up within the stream of life that your followers are floating along. Think of Facebook as a newspaper that’s publishing your video – it’s temporary but has a wide reach. Because of this, you should also space out the release of your videos on Facebook to follow a publishing schedule.

LinkedIn – LinkedIn is the Facebook of the business world. The same traits of Facebook are true, but a different audience lives here, and it consumes different content. If that audience is the audience you want, then you should be on LinkedIn too!

Instagram/Twitter – Instagram and Twitter serve up super bite-sized content types, and tend to be much more personal as a result. While they are usually reserved for less-produced video, they can still be a great place to contact your audience. I’ve worked with some marketers who really want to make all videos less than 1 minute, so they can be posted once on Instagram, and then transferred automatically over to Facebook. Don’t do this. They are different platforms for different things.

Generating New Content from your Videos

Blog Posts  – This is a chance for you to add some text behind your video. While it is useful to add a transcription of the video and repost it to your blog, similar SEO tasks can be accomplished by posting the transcription to YouTube, along with the video (which will make your video pop up in search results 🙂 ).
Better than that would be to add an additional blog post talking about the topic, expounding more than you were able to in the video, and adding reactions to the video from some local influencers. This way, you don’t have to come up with a whole new topic of discussion, but instead further engage your audience on the topic covered in the video. YouTube stars have been doing this for years, to give their audience a chance to further engage with the content presented in the video.

Email Newsletters – Video and emails should be best friends. Your email group should be alerted when you have a pieces of high-value content to share with them, and email is a great way to reach them. Additionally, email has even more power because it gives your audience a chance to respond or accept a call to action within the content itself. By adding additional opportunities to engage with you, email can activate video marketing in a way that the original format is not great at on its own.

Powerful Snippets – Inside every video or set of videos is a “mic drop moment.” These are short clips that could stand on their own, with a powerful statement or a self-explanatory visual. You can cut those moments up and post them as gifs, mini-videos, convert them to infographics, or change them to whatever content format is most appropriate. These pieces of content are tiny, infinitely shareable, and easier to post all over the internet than longer videos because their message is so bite-sized.

Case Study: Prenda School

A few months ago Prenda decided to create a marketing campaign called “Ask Prenda Anything.” Their educational model is unique, and as such had gotten lots of questions and needed to teach their potential customers how things worked at their schools. We created 21 videos ranging from 2-8 minutes of staff and teachers answering the most common questions from customers, and then they got to work using putting those video everywhere. They uploaded the videos to YouTube, and let each teacher have access to the content there in order to share it with their own followers if they wanted. Then they published the videos to Facebook, and 1 minute versions were published to Instagram.

Then they started cutting up the content into powerful snippets, posting those all over the internet, reposting on Facebook and Instagram, and boosting those posts to potential clients all over Arizona. They put the videos in emails reaching out to new parents, and shared it six ways to Sunday.

Within a couple weeks, they went from no content marketing effort to a video-led strategy for reaching their target market with multiple pieces of content across multiple encounters.

And so, too, can you.