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How to Repurpose Video Content

CMMA Blog

Modern marketers have their work cut out for them when it comes to hitting their goals. Whether they’re focused on demand generation, brand awareness, or other core marketing responsibilities, marketers are contending with a crowded, noisy digital landscape.
Numerous tools can help marketers elevate their messages and break through the noise, but video is one of the most effective.
For years, digital video consumption has continued to rise. During the pandemic, that gradual increase in viewership accelerated. A few years later, the appetite for video has not waned. And that appetite, as it pertains to marketers, spans all industries and audience segments.
While it’s great for marketers to have proven resources like video content to project their messages, that effectiveness also increases demand. Companies and teams now want a video for nearly everything, from social media posts and video ads to videos in email outreach and video blogs. All these requests for videos put a hefty strain on teams that may already be dealing with limited resources and budgets.
Keeping up with the demand for video means managing all the resources you have available, including current video content, old content, and even content from other teams.
Cut Long Videos into Short Clips
A common question marketers ask is, “How do I create more video content without drastically increasing my budget?” When facing resource and budget pressures, it makes sense that many marketers want to optimize.
One of the first places to start is your existing media library. Webinars, recorded presentations, customer case studies, and other long-form videos can be repurposed in several different ways.

Social media clips. Clip brief segments that can be used in social media posts or quotable snippets that can be used for a variety of promotional purposes.
Highlight reels. Cut highlights and use them to tease the full-length video on your resources page or on a landing page.
Video Ads. Pull short clips that can be used to promote your brand, like product announcements or customer quotes.
Immersive Blogs. Clip sections that can be embedded in a blog post to deliver a more immersive, interactive video experience.

Anytime you create a long-form video, look for opportunities to pull shorter clips. A single feature-length piece could turn into a dozen snackable shorts used in a variety of applications.
Promote Old Videos in New Ways
The most effective content is fit for purpose: customized to its promoting channel and personalized to its target audience. However, this content best practice runs the risk of limiting your video assets to single-use applications and diluting their long-term value.
Just think about all the videos and content you’ve created for a specific event or project. What happened to those videos afterward? Were they forgotten in the depths of your media library? Perhaps they’re buried somewhere on your corporate resources page on your website?
Chances are you’re sitting on a wealth of materials that can be used with a minimal amount of effort, using the right tactics.

Refresh old topics. Webinars get stale and their data outdated, but their themes often remain relevant. Perhaps the presentation featured customers, partners, or team members who have moved on, but the substance of what was covered is still sound. It can be a quick and relatively painless process to update the supporting assets and re-record the video.
Test new channels. Knowing where an audience will engage your content isn’t the same as knowing where they won’t. After publishing your video to its primary destination, get creative and try publishing on new channels to see if those audiences engage. For example, embed brand story videos on product pages to build buyer confidence, or include videos in sales pitch decks to make them more dynamic.

When you create videos, think about how you can maximize efficiency by meeting a variety of audience needs. Are they trying to understand your brand, researching your products, or looking to make a purchase? Audiences expect content that addresses these things along their journey, so think through the touchpoints you have and what your audience wants at each stage.
Leverage Videos Outside Your Team
Increasingly, teams outside marketing are tasked with creating, managing, and publishing video content. Whether that’s human resources, talent acquisition, product, customer support, sales, or others, everyone is looking to capitalize on the benefits of video.
The upside for marketers is that they can often lean on the materials these teams create to supplement their own video needs. Depending on your business, there may be multiple resources you can tap into for video content.

Brand. Brand-centric storytelling produces great content that can be used for a variety of purposes. For example, employee testimonials sourced by corporate comms can be incorporated into brand stories that marketing promotes on social media and the website. They can also be shared with HR to use for other purposes like new-hire orientation and welcome videos. By sharing resources, many teams can maximize their video output.
Customer Success. In the B2C space, brands often create content that resellers can use on product listing pages, such as customer testimonials sourced by customer success teams.
Training. In B2B, there may be internal teams producing content focused on training or educating customers or users. With some minor edits, that content could be used externally for marketing purposes if it aligns with what a viewer is looking for along their journey.

Think outside your team’s library of videos when looking to repurpose content. With the barrier to video creation dropping as new tools and technologies make it easier, more teams are incorporating video into their workflows. By reaching out across the organization, you may find plenty of content you can reuse and repurpose to advance your team’s video initiatives.
Get Creative with Repurposing Video
As you start to consider how to repurpose your video content and apply it to your campaigns or projects, you’ll think of other creative ways to get more out of your videos. You may even start to approach the video creation process with a new view of how you’ll use that asset for multiple projects well into the future. By adopting some of the tips above, you’ll uncover your own methods for optimizing video.

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Three “Cheap” Things That Are Too Expensive (With Gifs)

CMMA Blog

I love a good deal as much as any other Goodr-clad, middle-aged mom out there, but there are some cheap things I just won’t fork over any amount of money for. They just end up being too expensive.

Three “Cheap” Things That End up Being Too Expensive

High-Stakes Repairs: We recently had a leaky faucet. Since we’ve had a few basic YouTube-assisted home repairs under our belt, I stuck my head in the cabinets, and looked back and forth between the plumbing fixtures and the video. After multiple rounds of pausing and backing that thing up, I put the tools away and called the pros. If I’d carried on with my DIY repair, I ran the risk of doing more damage and ending up in the same place, but with a more expensive job. If the repair were lower stakes (i.e. not involving something like water or electricity), I might’ve endured a little longer. I’m just not gonna mess around with a repair that could turn our kitchen into a swimming pool or our house into the clock tower from Back to The Future. 

Low-Quality Products: I am very familiar with the allure of a deal, but it can be deceptive sometimes. For example, there’s a whole industry around fast fashion that is built to wear for Instagram one week and replace the next. But a little experience has served me well in this way and I’m much quicker to spend a premium for a product that will remain in my wardrobe for a few years and be the first I reach for every time I do laundry. That goes for clothes, home appliances, cars, and more. You’re just not gonna find me hanging out at many clearance racks anymore. They’re just too expensive.

One-Star Services: Have you ever hired the cheapest company and had to bring someone else in to redo the job when the work is subpar? I hear about it all the time. I don’t care how good the quality is of an iPhone camera, for example. If you don’t have a skilled operator behind it, you’re not going to get a professional-looking result. I promise you won’t be happy with the result if you hire an event videographer who has an expensive camera but puts as much care into their composition as your Aunt Janet puts into her Facebook posts. Sometimes, a premium service is worth setting aside the budget for. Counterintuitively, it could end up saving you money in the long run because you get it done right the first time.

The Bottom Line

The bottom line is that sometimes the “cheap” option turns out to be quite expensive after all. In what areas have you found this to be true? Do you agree with my top picks? What would you add to the list?

 

The post Three “Cheap” Things That Are Too Expensive (With Gifs) appeared first on PayReel .

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Here’s What Employers Are Responsible For During Record-Breaking Heat

CMMA Blog

Early this week, a lightning storm caused a power outage in our area just as we were getting ready to eat dinner. We lit the candles, made a game of it with the kids, and tried to keep our refrigerator closed as much as possible. We endured a restless, sticky night without AC or fans and by morning, the novelty had worn off. We were just wishing hard for a hot cup of coffee and some refreshing air to flow through the vents. Our kids gave a big “Our lights can work!” celebration when we heard the devices ding and the HVAC system kick on around 8:15 AM.

It was a muggy morning from the nights’ storm and the temperatures were climbing. As I drove through my neighborhood shortly after, I was rerouted by the crew that had likely just fixed our power lines. They were working on the next downed line. They didn’t have the luxury of waiting for cooler temps. There were other families like ours, hoping the power would come back on before they were forced to make a random lunch of burgers, biscuits, and açaí bowls from their thawing freezers. I felt for them and it also made me hope the power company was taking its responsibility to protect them seriously.

Record-breaking heat waves are hitting Texas and beyond and there is just so much outdoor work that has to happen anyway. Unfortunately, heat-related illnesses are dangerous to all of us. It can land even the youngest and strongest members of that crew in the hospital with very little warning. If your company requires workers to be outdoors, you are responsible for providing adequate protections and preventing the conditions that cause heat stroke rather than only thinking about worker safety after something goes wrong.

As we head into the hottest months of summer, it’s a good time to talk about workplace safety. While your workers’ health is a good enough reason to take extra measures, addressing safety risks can also prevent fines and lawsuits.

Worker Safety in Extreme Heat

Protecting workers—especially those who spend extended time outdoors—requires a little extra forethought and attention. Staying compliant with OSHA’s guidelines on Occupational Heat Exposure  prevents workers from getting preventable heat related illnesses. And of course that comes with a major bonus: keeping your workers from missing work and you from getting fined. Ensure worker safety so neither you nor your employees end up paying the price.

Proactive measures include getting all of your shade and hydration stations set up in the relative cool of the morning and instituting mandatory breaks with plenty of hydration. Stick to those breaks regardless of your schedule.

An on-site manager should be trained to monitor the heat index as well as the associated risks and to watch for and recognize symptoms of heat exhaustion. According to the Occupational Safety and Hazard Administration (OSHA), “Persons suffering from heat exhaustion might have cool, moist skin; sweat heavily; or complain of headache, nausea or lightheadedness.”

Bottom Line

I suspect the power company was getting a lot of calls and feeling the pressure of their consumers who’d endured a long night without power. Still, watching out for their workers’ safety has to be top priority. It’s not just about staying compliant with the letter of the law, but about truly doing right by the workers. Even if you can push them a little further to get the job done faster, it’s worth going above and beyond to provide a safe environment.

 

The post Here’s What Employers Are Responsible For During Record-Breaking Heat appeared first on PayReel .

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