How to Easily Repurpose Content for Video Marketing on Any Budget [+ Case Study Example]

Unless you’ve been living under a rock, you know video content is king! 

However, keeping a steady flow of video content can be difficult for many small to medium-sized startups and B2B brands. 

Why? 

• Lack of time and bandwidth due to smaller teams with a lot of other priorities 
• Less budget available  
• Limited knowledge and skills needed to bootstrap video into a marketing strategy 
• Struggling creatively to come up with the right topics that align with overall goals

The answer? 

Content repurposing! 

This post addresses all these pain points, and more, to show you exactly how you can repurpose content to create powerful content marketing videos without breaking the bank. 

I also include a case-study example of these steps in action. 

And, when you consider that by the end of 2023, B2B video content was achieving an average engagement rate 1,200% higher than text and image-based content combined — there is no time to wait! 

Grab that coffee, and let’s jump in. 

1. Identify Repurpose-Worthy Content

The first thing you need to do is look for your top content to find high-performers, such as blog posts, eBooks, and infographics. 

Ideally, start with content that offers evergreen (or timeless) topics that will always be relevant to your audience. 

Why? 

While hot, time-sensitive topics can make an impact, you should first choose topics that will yield more mileage. 

This will help you stay within budget limits while driving long-term content marketing ROIs. 

An excellent place to start would be one of your top target posts — the ones you’re using for backlinking and SEO strategies.

Why?   

• These are the topics you are aiming to be experts on and are therefore worth the effort  
• Adding your repurposed-content video to these posts will help improve ranking through “time on site” metrics 
• Video will add value to the topic for your users by providing an alternative format to absorb the knowledge they are looking for 

This is precisely what I did for our B2B client.

You may also want to consider diving into video content creation with a brand partner.

Here’s one of my favorite examples from Slack and Sandwich.

2. Select the Right Video Format

Once you know what quality content you want to repurpose, you must decide on the content marketing video format and where to place it. 

This is an important second step, as it will guide you through repurposing your content. 

For instance, the approach you take for creating five, 15-second short-form videos will be very different if you’re looking to create a more robust tutorial or explainer video, or, even more ambitious, turn your content into a video course. 

Therefore, to choose the proper format, you must first consider your immediate video content marketing goals and only then select a format that matches that goal. 

Then, match that format up with platform-specific requirements based on where this repurposed content is for. Your blog or social channels (including YouTube, Instagram, TikTok, and Facebook) all have different formats, preferences, user vibes, and markets to consider. 

Repurposed video content has many creative marketing applications. 

For instance, according to a HubSpot study, email capture forms inside videos netted the highest conversion rate at 23%. 

Or, just because TikTok is where the current trend is at, it doesn’t mean that you should be limiting yourself to creating a million TikToks. Instead, you want to think outside the box to find strategic applications for your specific market that add value as well as engagement.  

Don’t limit yourself here. 

The next step in our content repurposing case study aimed to do just that. 

3. Choose the Right Tools, Software, and Services

At this stage, you also want to review your budget to see if you can invest in a video content marketing repurposing service designed specifically for businesses like yours (hello, Content Station!). 

This could streamline the process and actually save you money in the long term. 

If you are going to handle your content repurposing in-house, then you need the right tool. Choosing which one will depend on your: 

1. Desired end result 
2. Goals 
3. Video creation skills 
4. Budget (in terms of time and money) 

Let’s look at a few of the top choices for B2B brands looking to keep costs at a minimum.  

Adobe Premiere Pro Video Creation and Editing  

Used by 61% of marketers, Premiere Pro is best suited for small to medium-sized businesses and starts at around $22.99 per month. Some of its features include: 

• Industry-standard video editing tools and timesaving AI
• Hundreds of built-in effects and transitions
• Templates for polished, professional-quality titles, captions, and graphics 
• Pro audio tools 

Check out the video tool here. 

Here’s a quick tutorial video on creating social video posts with Premiere Pro — start to finish — to show you what it can do.

Canva 

Canva is a platform for non-designers to create professional-looking designs. It includes hundreds of editable, high-quality video templates that are fully customizable. 

Canva is best suited for small to medium-sized B2B companies looking for quick and easy video and creative automation — with paid plans starting at around $15 per month. Some of its features include: 

• User-friendly video editing tools with drag-and-drop functionality
• Extensive library of stock videos, music, and animations
• Customizable video templates 
• Integrated brand kit for consistent branding across all videos

Check out the video tool here. 

Animoto

Starting at around $8 per month, Animoto is an affordable option for small to mid-sized businesses looking to create professional videos without extensive video editing experience. Some of its well-reviewed features include:  

• Easy-to-use interface with a super-quick learning curve 
• Built-in library of millions of Getty photos and videos and thousands of licensed tracks
• Customizable templates for every platform 
• Simple recording, uploading, and editing of voice-overs 

Check out the video tool here. 

—

And which did I choose? 

4. Script and Storyboard Your Videos

Once you know what type of video you want to make and which platform you will make it on, you need to create your B2B video content script and storyboard. 

The tricky part when repurposing content for your video is knowing which key points to include. This is particularly hard when you are working with a long-form piece of content that you want to turn into one video, but it doesn’t have to be. 

First, you need to identify the core message and key points of the blog post to ensure the essence of the content is captured in the video script. Then, condense the main ideas into bullet points that you can expand into short, engaging sentences best suited for video. 

Now it’s time to create a compelling hook and introduction that will grab the viewer’s attention within the first few seconds.

At this point, you should have everything you need to write a brief, clear script. However, you need to ensure that it transitions smoothly between points while keeping the time constraint in mind.  

Let me take you through the steps I used for our case study article.

Regardless of how or what you repurpose, to create a good video script, you need to: 

• Start with a clear outline to organize your main points and ensure your video flows logically 
• Keep your script concise and engaging, focusing on delivering key messages
• Use storyboarding to visualize each scene, which helps in planning camera angles and movements (for those shooting their own videos) 
• Incorporate notes on audio, such as voice-overs and background music 

But remember, the hook matters most. 

According to Lemonlight, 63% of all videos with the highest click-through rate highlight the key message or product within the first three seconds! 

5. Repurpose Existing Visuals and Audio

As seen in the example B2B video script above, I aimed to repurpose existing TikTok videos for the main video. Luckily, as I was scripting a video about video examples, it was easy to repurpose. 

For most topics, it likely won’t be as easy. 

But not impossible — you just have to put your creative hat on. 

Repurposing Visuals 

When creating your content marketing videos, you want to incorporate visuals from your original content. 

Let’s say you’re repurposing a merchant case study or user success story for a series of TikToks and YouTube hero videos. You could easily repurpose your data graphics for your videos, saving you time on shooting new material from scratch or searching for the right template.

Moz’s Whiteboard Friday series is a good example to look at for inspiration. 

• First, they created detailed SEO guides and white papers
• Then, they repurposed the content and images to create tutorials
• Finally, they repurposed their tutorials to create LinkedIn updates, social media posts, and shorter, highly specific blog posts 

Repurposing Audio 

You can also repurpose audio that you synchronize with relevant graphics, animations, or text overlays to visually represent the concepts being narrated, making the content more accessible and engaging​.

A good example of this would be repurposing podcast audio and using it to create a YouTube tutorial, or taking key moments from a recorded webinar and turning them into high-value short-form videos. 

Or you could record success story interviews and then use snippets in short videos to market the content. Or use excerpts from audiobooks to create explainer videos.  

Quick Content Tool Review 

One tool that can help you repurpose articles for video content is Pictory.ai. It works by extracting audio transcripts and then matching key phrases with relevant images and videos from their stock library to create high-quality visual content. 

Pictory also has a tool that turns blog posts into videos. However, it still needs a lot of human intervention if you want to produce something brand-worthy. 

Here’s a snippet (unedited) of the script using the same post from our case study outline above.

6. Optimize Your Video for SEO and Engagement

You have created videos from your repurposed high-value content… Now what? 

You want to make sure that you: 

1. Optimize your video for SEO 
2. Optimize your video for engagement 

Both play an essential role in meeting your content objectives. 

Let’s dig deep into each. 

Optimizing Your Video Content for SEO 

Optimizing your video content increases visibility, engagement, and ranking on search engines. 

And better search rankings mean your videos are able to reach a broader audience, which in turn drives more traffic, and, ultimately — conversions. 

Here are just some key elements you should be optimizing in order to improve your video content SEO: 

1. Keyword lists. Like with all SEO marketing, keywords should be your first point of call. The idea is to find relevant terms and phrases that your target audience is searching for in relation to your video topic — and then incorporate them into your video title, description, and tags. 
2. Video titles. Your video title shouldn’t only appeal to humans, you also need it to attract the bots. This means including a relevant keyword but still making sure it accurately reflects the content of your video, which improves search engine visibility and click-through rates.
3. Video descriptions. You want to write a detailed and informative description that includes primary and secondary keywords, providing context to search engines and viewers about your video content.
4. Transcripts and captions. If you’re creating videos for your blog, you want to include a transcript as well. This enhances keyword density and improves accessibility, both of which make it easier for search engines to index your content. For all video, closed captions are another must, as they allow search engines to crawl and understand your video content better.
5. Thumbnails. For social and blog videos, don’t gloss over those thumbnail creations too quickly. Putting a little effort into the design ensures you are able to attract viewers, which improves click-through rates, which positively impacts your SEO rankings.
6. Backlinks. For video-forward site content, be sure to add it to your backlink outreach target list. Like with any content, this helps increase authority and improve its ranking on search engine results pages.

However, you shouldn’t stop there. 

You also need to separately research search terms and optimize your video descriptions, titles, etc. — on every content on every marketing channel — to make your video more discoverable on each platform.

Here’s a related tip: 

Optimizing Your Video Content for Engagement 

Optimizing for engagement actually starts at the script stage! 

This means including clear CTAs, a good intro hook, and good storytelling concepts in your storyboards. You should also consider and test video length to find that sweet spot that maintains viewer interest, prevents drop-offs, and adheres to consistent branding. 

There is still a lot you can do to optimize for engagement after you have produced your video, though. This includes: 

• Creating compelling thumbnails to attract clicks and encourage viewership
• Combining keywords with good copywriting to pique interest with your titles 
• Adding platform-specific, interactive elements like end screens, cards, and annotations that prompt viewers to watch more videos, subscribe to your channel, or visit your website 
• Making quick teaser or highlight reels as an intro to longer content or as stand-alone marketing for video content 
• Responding to all viewer comments and feedback in your videos to encourage even more interaction and engagement 

Want an example of high engagement? 

A brand who always optimizes for engagement is Grammarly. Here’s just one sample of the kinds of social shorts content they are creating. 

While this video combines behind-the-scenes feels with real interactions (think UGC), the main reason I love it is: 

• Instead of repurposing content after the fact to make video content, they repurposed the time spent and manpower used in another project by interviewing the people on set and turning it into a video.

7. Promote Your Video Content Like a Pro

By now, you probably already know the basics of video content marketing promotions: sharing videos across multiple platforms (including social and email); promoting through boosts, digital ads, and PPC; and partnering or brand collaborations. 

But in today’s market, you need to go bigger and bolder — finding more advanced ways to stand out. 

Let’s look at some expert strategies you can test for your SaaS brand content marketing strategy. 

Video Content Marketing Strategy #1: Combine Cross-Channel Promotion with Retargeting Campaigns 

You want to implement a comprehensive omnichannel promotion strategy that integrates retargeting to ensure consistent messaging and audience engagement across multiple platforms. 

To do that, you need to ensure you have cross-platform promotion strategies in place. 

This means being set up to share your video content across various platforms, such as YouTube, LinkedIn, Instagram, Facebook, and TikTok, tailoring the format and message to each platform’s audience.

You can then use retargeting ads to reach viewers who have interacted with your video content.

Let’s say someone views your video on YouTube or on your blog. You can then use those views to retarget them with relevant content on other platforms, such as Instagram, Facebook, or Google Ads. 

How to Set Up a Cross-Channel Remarketing Campaign 

1. Create tailored video content for each platform (YouTube, LinkedIn, Instagram, Facebook, TikTok), ensuring that the format and messaging align with the platform’s audience preferences and best practices.
2. Share your video content across the chosen platforms, optimizing each post with relevant keywords, hashtags, descriptions, and thumbnails to maximize visibility and engagement.
3. Use platform-specific analytics tools (YouTube Analytics, Facebook Insights, Instagram Insights) to monitor engagement and track viewers. 
4. Use the collected data to build custom audience lists of users who have interacted with your video content and segment them based on their engagement levels and interaction types (e.g., video views, clicks, shares).
5. Create and launch retargeting ads on platforms like Facebook Ads Manager and Google Ads, where you serve relevant content to the custom audiences, such as additional videos, special offers, or lead magnets, to re-engage them and drive conversions.

Video Content Marketing Strategy #2: Dive into Complex, Interactive Video Funnels 

Another way you can promote your video content is by adding interactive elements to your content. 

By creating complex, interactive video funnels that guide viewers through a journey, you can enhance engagement and conversion. 

Here are three ways you could put this into practice.  

Branching Videos

Branching videos are interactive video experiences in which viewers can make choices that influence the narrative or content they see next. 

This format allows for a more personalized and engaging experience, as viewers can navigate through different paths or scenarios based on their preferences or decisions. 

Sephora has been experimenting with this for a while with its interactive makeup tutorial videos and AR-based virtual artist tools. 

To duplicate this, you would need tools like WIREWAX (now part of Vimeo) to turn video content into more interactive experiences. 

Sequential Viewing

Another way to make your video content more interactive is with sequential viewing. This is where you design a series of interconnected videos that automatically play in sequence, each one dynamically tailored to the viewer’s previous interactions.

Here are two examples of sequential viewing videos: 

1. IKEA

[Source: Dribble] 

2. Cisco 

(Click the image to interact with the video.) 

Interactive Shoppable Videos 

Interactive shoppable videos not only increase engagement. By integrating interactive elements and shopping features directly within your videos, you can also drive conversions. 

You can implement this strategy by: 

• Using tools like Wistia or WIREWAX, to create interactive elements such as clickable hotspots, quizzes, polls, and CTAs within your video (like the previous example)  
• Using platforms like YouTube Shopping to create videos in which viewers can directly purchase featured products

Both approaches can help you reduce friction in the sign-up process and drive higher conversion rates​.

Video Content Marketing Strategy #3: Test AI-Powered, Data-Driven Video Content Personalization 

Another advanced way you can promote your video content is through personalization. 

First, you can use tools like Google Analytics, HubSpot, or Kissmetrics to track viewer behavior and preferences and then analyze this data to identify patterns and trends.

You can then employ AI-driven platforms like Creatomate to design dynamic video content with your repurposed videos that personalize in real-time based on viewer data. 

Some examples include personalized greetings, tailored content suggestions, or custom offers based on past interactions.

Wrap Up 

Repurposing content into powerful marketing videos is not just a trend; it’s a smart, strategic move that can significantly boost your brand’s visibility and engagement without straining your resources. 

By identifying repurpose-worthy content, selecting the appropriate video formats, and investing in the right tools, you can transform your existing content into engaging videos that resonate with your audience.

As illustrated in our case study, these steps are not merely theoretical but highly actionable and result-oriented — and you don’t need to spend money on fancy equipment to get started. 

Whether you’re a small startup or a medium-sized B2B brand, leveraging your existing content to create videos can help overcome common challenges such as limited budgets, time constraints, and creative blocks.

So, what are you waiting for?

Grab your best content, follow these steps, and start creating powerful marketing videos today. 

Your audience is ready to engage — make sure you’re ready to deliver.

Happy repurposing!