Learning teams are increasingly responsible for curating growing libraries of online learning resources. However, being able to effectively signpost people towards these materials can be a time-consuming cost to the business. The need to develop repeatable, scalable and low-cost models for producing value-rich ‘marketing’ collateral is rising, which is why content repurposing is so valuable.
It’s common for video to be left at the back of this production line, due to the assumed cost and time required to produce it. However, things are changing, and video could soon become the hub of your content delivery through the adoption of new technology. User-generated video has so much repurposing potential as part of a communication or learning content plan, so why leave it until last? With disruptive user-generated mobile platforms like StoryTagger emerging as part of the learning technology ecosystem, it’s possible to deliver on a video-first content repurposing strategy quickly and cost-effectively. This is particularly valuable to teams who aim to maintain a regular cadence of content to breathe life into their LXPs and learning platforms.
Use these ideas from StoryTagger co-founder Carl Hodler to help you get the most value from your video content and adapt your content production and planning to a video-first model.
1. Create a blog post with the video transcript
Use AI tools such as Sonix to generate a transcript from your video. You can top and tail the content and share as a post or resource on your intranet or learning platform. Don’t forget you can embed the video in full or as snippets to serve colleagues who don’t want to read the whole thing. We’ll be building transcriptions into StoryTagger shortly, so do look out for updates.
2. Write an article
Once you have the transcript consider writing a longer or different article using the interview narrative as a foundation. If you’ve collected several videos from different colleagues on the same theme, pull together the threads, and weave in relevant content from other sources. You can embed quotes and video clips as social proof to continually reinforce trust and the colleague voice. Here’s a great example from the University of East Anglia where they share onboarding stories.
3. Identify specific quotes
Authentic user and other stakeholder quotes will steadily build trust with colleagues and reinforce the value of your programmes and campaigns. Take positive statements or phrases from the interview that will strengthen the message you want to share, or create online banners and other collateral incorporating them.
4. Social video
Effective social videos are short! Create a 30-second clip of the interview that focuses in on one highlight, be it entertaining, informative, or emotive. Think carefully about your target audience and reflect a key topic that you know they’ll relate to or be experiencing themselves. Share the clip on your LXP, intranet or social learning platform with a call-to-action to view the rest of your content. When designing the interview framework, think about crafting an introduction that can work as standalone content, i.e. “In this video, I’m going to talk about…”.
5. Social proof
Whether your interviewee is an expert, a senior leader or a colleague adding their voice can help reinforce your message. Embed relevant snippets of the interview into your content to evidence what colleagues are saying, thinking or experiencing. Considering this use case in advance means you can structure interview questions in a way that also elicits soundbites.
6. Video montages
Assemble clips from several videos into longer-form content that builds a story, reinforces a message or shows a range of viewpoints. This multiplier effect can be a powerful tool for sharing tips or advocacy. When compiling the montage, consider the flow of narrative as well as the energy of the clips to keep viewers engaged over a longer video.
7. Podcast content
The growing popularity of podcasts has been near-meteoric. The number of weekly UK podcasts listeners has nearly doubled in the past five years, according to statistics from Ofcom. If you run an internal learning podcast, repurpose the video interview audio track to feature in your next episode. You can utilise portions of the video or the whole clip. Also, don’t forget to use a video trailer to promote the podcast like Mark Cobain, creator of the ‘Learn, unlearn, repeat’ series.
Capture stills from the video to use as photos to accompany your content and promote on your social channels. Square format video and pictures look fantastic on most platforms across mobile and desktop.
9. Video diaries
Learning diaries have always been a compelling method of supporting reflection and evidencing transfer, but they can be tricky to execute. With video, you don’t need everyone to be a creator, because you can amplify the voices of those who are prepared to share. Capture self-filmed interviews over a timeframe and compile these into a blog-based video diary. It’s a powerful way to share a complex story in bite-sized chunks. Check out University of East Anglia’s post: Matilde’s Student life.
10. Start a conversation
Use any knowledge, tips or advice from the video to update your FAQs, Wiki or create and contribute to a thread on your social learning platform. Making sure you have designed a repeatable process to keep these resources up-to-date and relevant is critical to retaining the attention of your audience.
If you’d like to test some of these ideas, search through your video archive for relevant content and try repurposing it. As you experiment, you can document the steps so it becomes a simple and repeatable process which your team can support. Being able to quickly capture new valuable video moving forward will help you continue to provide and promote great resources so look at ways that you can accelerate and scale video production too.