Many companies today are investing in video, yet most fail to get optimum bang for their buck.
Resharing video content across social media platforms is an easy way to expand your reach and extend the lifespan of your content. Whether you have demos, training videos, how-tos, interviews with executives or other evergreen footage, it’s important to consider how you might recycle these assets.
Most companies fail to reuse videos as part of new marketing efforts, which is tantamount to leaving money on the table.
Here are four ways to wring more marketing value out of videos:
1. Build and share playlists.
Wherever you house your videos online, create playlists that feature your content. You might also consider adding videos from vendors, partners or friends that your audience would find useful.
2. Optimize content.
If you haven’t done so already, make sure your videos are optimized for SEO. The title, content, keywords and tags must be consistent.
Don’t forget, YouTube is the world’s second-largest search engine. Videos don’t appear in random order, so make sure you’re up to speed on how to boost your video rankings.
If your content is optimized, there’s a better chance it will appear after a user watches similar content.
3. Re-share videos from influencers.
Who doesn’t like additional promotion? Even influencers appreciate when their content gets a boost. There’s always the possibility that they’ll share your re-share, too.
It’s OK to share a video multiple times, on different platforms, but try to vary the copy, teasers and headlines. Don’t regurgitate the same post ad nauseam.
4. Focus on hashtags.
Don’t forget the hashtags. Avoid using too many, however, and employ tools to discover which hashtags are trending.
Do your research. Watch your videos repeatedly to pull out what might be most relevant to your audience, and search on Twitter, Facebook and LinkedIn for the most popular hashtags to use when posting your videos.
5. Share on Sendible.
Use social media sharing tools such as Sendible to auto-repost evergreen content. Your demos and training videos have probably aged well, so you might as well get more use out of them.
Keep track of what you put on auto-post, however. You don’t want old videos competing with your new content.
6. Embed videos in current blog posts.
Google loves it when marketers stitch together related content. Blog posts are the perfect forum for interweaving relevant, complementary content. Make it a habit to go through your blog and find opportunities to slide in your videos. Linking to or embedding videos can boost your SEO—not to mention give your videos an added lift.
Ultimately, it comes down to maximizing resources. Make the most of your investment by stretching, expanding and extending the lifespan of your video content.
A version of this post first appeared on Business 2 Community.