Great content marketing isn’t continually starting from scratch but repurposing high-quality content you’ve already created to reach more people. Creating video content from valuable articles, blog posts, case studies, or other materials, lets you deliver your message in a fresh, visual format—ideal for today’s audiences who prefer watching to reading.

Why repurpose content into video?

Did you know 80% of people prefer video content over written text? Video has not only taken over social media, but web search as well—with more than 82% of all internet traffic coming from video. Get more mileage out of your existing materials and reach new audiences with the content they prefer. Video is proven to boost engagement and interactions.

Here are four steps to efficiently transform your existing content into polished marketing videos.

Step 1: Gather your source content.

Start by identifying your highest performing assets. This could include a variety of content, such as educational blog posts, how-to guides, case studies, product sheets, newsletters, annual reports, and company FAQs.

Identify the goal for the repurposed content. Is it to raise brand awareness in a certain industry? Are you trying to drive traffic back to your website and generate leads? Do you need to recruit new talent or encourage employee engagement? Whatever the goal, match the right content with the right objective.

Step 2: Build a multi-channel strategy.

Each channel has its own best practices. Audiences have different content expectations on TikTok than LinkedIn. And while creating a five-minute video from a whitepaper may be perfect for YouTube, a short highlight reel works much better on Instagram.

Optimize the format, length and style of the repurposed content for each channel you’re targeting. For example, turn long-form blog posts into video insight snippets, how-to tutorials, or podcast episodes to engage audiences who prefer different formats. Adjust the aspect ratios according to each platform’s guidelines.

Step 3: Create and publish.

Repurpose copy, graphics, photography, quotes, statistics and more into engaging short-form video content. Streamline creation by building video templates for different topics such as customer testimonials, product demos, thought leadership tips or partner insights. Be sure to include both vertical and horizontal formats if necessary.

Consider leveraging a platform that enables you to draft, schedule and manage posts for multiple social media channels in one place, such as HubSpot or SocialPilot. This will optimize your workflow and ensure consistent messaging.

Step 4: Promote and measure.

Be creative with your promotional tactics. Videos can be embedded in email campaigns and landing pages. Short clips work well as sponsored or retargeting ads. Polls or posts that ask your audience a question are also great for teasing content, sending users to your website or identifying high-interest topics.

Measuring success and adjusting accordingly is crucial for growing long-term results. Track which formats and messages drive the most engagement and conversions, then use those insights to guide your next round of repurposing.

Ready to maximize your marketing video output?

Repurposing your content helps you engage, educate, and convert your audience—at scale. Need specific ideas for repurposing content? Check out our blog post, Five Creative Ideas and Examples for Repurposing Content.