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A survey in 2020 reported that 86% of consumers from around the world want to see more videos from businesses. Content creation is one of the most popular tools for SaaS marketing, with 55% of marketers saying that blogs are their top priority. And because of their high demand and good ROI, content marketers have to work overtime to attract potential leads and keep users engaged.
A lot of time and money gets invested in every bit of content that your SaaS company develops. And therefore SaaS marketing teams have to consider repurposing.
Content repurposing is a great way of utilizing already-existing resources to spread awareness, get product signups, and educate existing customers without overwhelming the company’s marketing team.
Why do you need to repurpose your written content into videos for your SaaS –
Content repurposing will help you get more potential leads and get organic traffic to your landing page. According to a report by LookBookHQ and Oracle Eloqua, almost 60% of marketing teams reuse and repurpose each piece of their content up to 2-5 times.
Your company can extend the life of every piece of content created and maximize its potential ROI, by finding ways to remodel them for their audience. SaaS marketers can therefore put out tremendous amounts of content by repurposing than if they tried coming up with different topics every single time, wasting even more resources and time.
Even though written content works superbly well for the brand awareness of your SaaS via search engines, a lot of users seek out content that is more visual and self-explanatory.
Releasing video content repurposed from written content will help your company connect with a large set of customers and bridge the gap in communication.
In the midst of the cut-throat competition in the industry, it is imperative to get your SaaS noticed and yet save time for your company, which is becoming exceedingly difficult to do despite heavy promotions because all the platforms are saturated with content.
Your team has already invested heavily in creating exhaustive content. The permutations of formats and channels in which it can be repurposed for your SaaS are endless.
10 valuable insights on transfiguring content and maximizing its reach –
1. Articles are often stored on your website in an unreachable or undiscoverable way. A great method to repurpose them is to take the oldest published ones, that don’t appear on the forefront and turn them into infographics and audio clippings that are more engaging and easy to understand. This helps in increasing brand discoverability and improving trial signups.
2. Analyze what type of content works for different channels and platforms, and tailor your old value-adding pieces according to what will bring maximum traffic for your SaaS.
3. A lot of SaaS companies conduct podcasts to amplify brand visibility. Many times if a guest speaker has not performed well, their content might not have generated enough organic traffic as you would have hoped for. With minor tweaking, this piece can be repurposed into relevant and engaging content in different formats.
Click here to check out more examples on how to make engaging podcast snippets
4. Potential customers get overwhelmed by the overflowing content on platforms today. To get more eyeballs on your Saas you can repurpose your lead magnet, which generally is is an ebook or some kind of a written value-adding file, into smaller blog posts and videos for better visibility and easier engagement because users today don’t have the time or the attention span to go through your entire lead magnet.
5. All long-form content like videos and blogs can be broken down into several small pieces of content like graphics, short videos, etc. They can then be anchored onto the landing page in a fashion that provides the most leverage. This also makes the content on the website more manageable as well as easy to understand and access by your potential SaaS user.
6. Another way to connect with the customers would be to take advantage of different holidays. Understand the type of content that people engage with the most on these days and repurpose your content in a way that addresses the holiday as well as provides valuable information about your SaaS to potential leads and current users.
7. An excellent idea is to group together similarly-themed clippings and create holistic campaigns for lead generation. You can then release this content in a scheduled manner, putting out small packets of valuable information to address different areas pertaining to your SaaS. This would help in better product engagement and adoption.
8. Screen recordings are one of the most effective ways of reducing tickets and improving customer success because they educate the customer about the SaaS through the UI itself. It is also an easy and cost-efficient way and can therefore be used extensively to repurpose lengthy customer education blogs.
9. Use analytics to understand what content generates more leads and which platform brings in more traffic for your SaaS product. Prioritize your content repurposing accordingly.
10. Repurpose all data in a sequential way so that it can be assembled in a video series to provide a road map to your SaaS for better product adoption by new users.
1. Explainer YouTube Videos and Ads
Explainer videos are the backbone for any SaaS company in getting a massive number of sign-ups and for superior product adoption. With the overwhelming competition in the industry, repurposing pre-written content is a smart way to explain the benefits of your SaaS. With over 2 billion users on its platform, YouTube is perhaps your safest bet to get maximum eyeballs on your content.
Whether it is product demos, explainer videos, or tutorials, YouTube has shown high organic traffic as it attracts potential customers and partners who want to learn what your Saas offers before signing up.
Your brand can also recycle educational material and promotional content into YouTube video ads. With the right CTA, you can direct your viewers to your website landing page, onto a lead magnet, or even watch more videos in a loop about your product.
2. Educational Video Series
If a customer education post blog on your SaaS website has experienced more traffic than most other blogs then you might have to consider that turning it into a functional series of small video lessons might be profitable to your company.
You can remodel it by breaking it down and expanding it into infographics or screen recordings while getting a speaker to explain each and every topic in a way that drives your point home.
In fact, if this educational mini-series becomes popular, you can combine more sets to form a lead magnet for your SaaS business and can even consider starting online courses and deriving a revenue stream from that.
Your brand can also use frequently asked customer questions for trending topics to make educational videos by remixing previously available content with the new trending information.
3. Interactive videos for your website
Interactive videos are an active experience for your potential leads, unlike normal videos which provide a passive, distant experience. Interactive videos help to actively engage the viewers in participating in different activities like registering for signups, purchasing the product, or pursuing a demo.
This might be a non-traditional approach, but 45% of consumers said that such interactive videos with a CTA were helpful. Therefore they are a brilliant way to repurpose product information pages into valuable, experience-oriented content that can engage and nurture leads.
Stornaway.io is an Interactive Video Software. Its webpage is extremely inviting and entices the user into trying out all of its interactive facilities like creating video stories without coding, editing and playtesting interactive videos, adding links to videos with buttons and hotspots, etc.
In fact, they have put in video links for each tool that they provide, to explain and assist the user in his journey. For free signup, the user can try out all its immersive features.
4. Landing and Sales Page Videos
Generating leads from your website is the most challenging path for all SaaS brands, according to 61% of marketers. Adding an engagement video to the landing page can increase conversion and help get in organic traffic.
This is because most people find it easier to watch a video and visualize the benefits of your SaaS and how it will solve their pain points, thereby accelerating their decisions to make the purchase.
Also, it has been seen that landing pages with less text have been more effective in converting leads. Decimating your lengthy blog articles and repurposing them into high-value videos can be done very conveniently to enhance the user experience.
Instead of writing an article to guide the user for better product adoption, it would be easier to put demo videos on the landing page. The key points from sales content can be outlined and transformed into an effective pitch for your potential leads. In fact, this type of content can be included in customer testimonial videos as well.
Salesforce’s landing page has put together an array of informative and engaging videos, ranging from watching demo and trial videos to videos of conversations with leaders of the field which establishes Salesforce as an authority.
With the bright graphics and easy access to information, they make it easy for the user to understand the brand and make a choice for themselves.
Read More: Top eLearning Video Production Agencies
5. All social media videos on Instagram, LinkedIn, and Facebook
Social networking sites like Instagram, Facebook, and LinkedIn are pivotal in establishing your company’s presence to potential customers and in making your SaaS stand out tall in between its competitors.
The number of people exploring and adopting SaaS products on these sites every day is mind-boggling. 83% of consumers have said that they discovered new products and services through Instagram.
According to 99 Firms, more than 4 billion video views take place on Facebook every day. As for LinkedIn, an ad on that platform can reach 13% of the world’s population according to a study by Hootsuite.
With companies battling for the potential customer’s attention, it is hard to keep up with the scary demand for content. The only option is to reuse.
All lengthy content- be it blogs, videos, or documents- needs to be broken down into small clips with the correct format that each of these platforms specifies. The marketing team needs to conduct a deep-rooted study about what length, demographics, investment, target audience, type of visuals would work best to get higher CTRs and therefore ROI.
Social media platforms provide the perfect opportunity for SaaS companies to form a permanent connection with their customers, and in the best-case scenario, lead them to loyalty and advocacy stages of the marketing funnel.
In this LinkedIn ad of Amazon Web Services, the clippings selected and woven together in a story format are a treat to watch. The video overwork is impressive and carefully guides the viewer through the technological advancements that the company is making. This keeps the audience hooked and intrigued.
The SaaS market is ruthless today and it’s tougher than ever to keep brainstorming new ideas and invest even more money for every single promotion. With its uncountable benefits, content repurposing helps Saas companies efficiently fill in the gaps in their content schedule and will help reduce the nagging demand for new content from the marketing team.