How To Create Video Micro-Content
Businesses are always looking for new ideas to help them grow.
And they expect to find those ideas in online content.
Therefore, marketers serving these businesses have to continuously crank out new content.
But creating entirely new content is not always necessary. One solution is to change your content creation process.
Many successful marketers use repurposed content to create increased attention and demand for their products and services by posting it on multiple channels.
There are many ways to repurpose content
Repurposed content ideas include:
- Turning longer articles into a series of blog posts.
- Creating Tweets from blog post content.
- Developing articles from White Papers.
- Creating blog posts using transcripts of podcast audio content.
- Creating micro-videos
Using micro-videos to increase brand attention and reach
One of the most effective repurposing strategies is increasing brand awareness with micro-video or video clips.
You can make micro-videos from content you have already created, such as your long-form videos.
Then distribute your micro-videos on other channels, such as social media platforms including LinkedIn, Instagram, and TikTok.
This process is an effective tool for extending your brand’s reach to more of your online target audience. Micro-videos can be a highly effective part of your overall content marketing strategy.
“No matter how extensive your team, repurposing can be the solution to lighten the content creation workload. It’s also a way to get your content in front of more people in formats they might prefer better,” according to The Content Marketing Institute.
“By repurposing content, you refresh, transform, or recycle existing content. Successful repurposing requires some imagination and practice, but it usually isn’t as labor-intensive as the original creation.”
Reaching a wider audience for your message by repurposing content
The Institute also says that by repurposing content into other formats and then distributing it on other channels, you use the same information or portions of it to reach a wider audience.
Try it. Select a long-form video from one of your podcasts or LinkedIn LIVE broadcasts and convert it into shorter video clips.
Then post the clips on social and other media whose audiences may not otherwise see your video content.
Writing on HubSpot, Aaron Agius comments, “When you first publish a piece of content, the performance might be average. However, over time, it gains traction and does a little better. When you repurpose that content in a new format and/or update it, you can reach new audience segments that otherwise may have never found it.
“When discussing the merits of repurposing content, Kevan Lee of Buffer points out that repetition is necessary with marketing.
“Marketing’s Rule of Seven states that buyers need to hear your message approximately seven times before they will close the deal.
“Rather than covering a topic once and letting it disappear into the archives, repurpose your [content] to deliver your message to your audience consistently.”
Having a system helps in the repurposing process
Choosing the sections you want for clips from your longer-form video can be challenging, so having a systematic approach helps.
“A simple shortcut is to think of the selection criteria on which to base your microcontent. For example, you may decide that you will only choose anecdotes because people enjoy listening to others’ stories. This can be especially interesting if you’re chopping up microcontent from a podcast,” says Kareen Mostafa, writing in TribeTactics.
“A different criteria could be practical advice. In this case, you want to make sure that any content that you select is practical and actionable for your audience and easy to apply.”
A helpful rule to follow in creating micro-videos from your long-form content is to choose material that has the quality of long life or is “evergreen” and not time-sensitive or overly specialized.
Making micro-videos by repurposing is not as hard as you might think
In the accompanying video, I’ll show you how to create micro-videos from your long-form video content.
It might seem complicated, but actually it isn’t, particularly with the video editing software available today. I’ll show you the methods I use for making these micro-video clips so you can use them, too.
I do most of my editing work with a downloadable software tool called Descript. Once you’ve downloaded the Descript application, you can easily upload your videos into Descript and get to work.
Starting your first micro-video repurposing project
To start a new project in Descript,, simply click on “New Project.”
I’ll show you how to do that, plus how to use Descript to create a verbatim transcript of your video’s audio. Descript’s ability to quickly transcribe your videos is one of its key capabilities.
Using the transcript it has created, Descript allows you to edit your video simply by editing the transcript itself instead of having to take notes while watching and listening to the video.
I’ll demonstrate that process in the video and also explain why Descript’s shareability feature can be helpful to you.
Some other cool features — you can work offline since changes are made automatically when you reconnect; cloud sync provides instant access from anywhere; it saves versions so if anyone makes a mistake, you can revert to previous versions.
I’ll show you how I created an actual micro-video
I’ll walk you through the steps I used to create a real micro-video so you’ll have an example to follow.
This software program does an excellent job of helping you make these clips, but it can get a bit choppy. I’ll tell you how to avoid that so you don’t have to learn by trial and error.
It can also create synced text captions of your audio. I’ll also share that feature in the video.
Descript has several additional capabilities, so be sure to watch the accompanying video.
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