Turn One Video Into a Complete Content Engine (Full Transcript)

[00:00:00] Speaker 1: As marketers we're being asked to create even more video content and it makes sense because video is such an impactful way to get in front of new audiences and to help educate your existing audience. That's because of things like our SEO ratings being improved when you're using video or algorithms treating video differently and trying to push them out in front of more people. So today I'm going to talk through a few ways that marketers can be using and repurposing video to create even more types of content and notice that I'm not saying to create even more videos it's because the idea here is that you can create one video and get a ton of content out of it. So the idea for the strategy is that you create one piece of base content and that base content is kind of your long form. That could be a podcast, a webinar, a workshop, that can be a client conversation that you could turn into a testimonial, it can be a full demo that you can chop up into pieces to make a tutorial out of. So let's walk through a few different things that you can be doing. So let's start with testimonials. As the head of community at Riverside I'm speaking all of the time with our clients and users so that I can understand more about them, why they get started, what they love creating, and a few of their challenges and even some feature requests. So I've started recording those meetings with their permission of course and with that I use that to inform the product about what we can be building next. But another cool thing that I've been doing with it is that I use those for testimonials and PPC ads. So I'll do a 30 minute long conversation maybe with a user and from there I'll take that recording and make an ad out of it. And so here's one that I did with a community member named Mal and she has a doll mom podcast. So this is a PPC ad I made out of it just from a quick recording with her.

[00:01:39] Speaker 2: I'm just a college girl who loves dolls and somehow that was enough to run a successful podcast. It's been in Apple podcast charts listened in 70 countries but if you listen to my first episodes they're awful don't listen to them. It was it was a mess until I found Riverside. I actually played around with it myself and then I was like you know what I'm gonna ask one of my friends to come on and we tried it. After the whole thing I was like be honest with me what do you think about this and she's like Mal you're like a podcast star and I was like I did something right. Instead of editing on another platform I decided to try editing on the Riverside platform and it saves me so much time. You don't need experience you can literally just sign up for Riverside, start your trial, and the rest of the pieces will fall into place.

[00:02:23] Speaker 3: Riverside.

[00:02:24] Speaker 1: And so as Riverside we can put out a million different videos from our perspective about what we love about the platform. But hearing it from somebody who actually uses it and being able to feel that personal experience with them is really impactful and it's really helpful when you're trying to bring more people towards your platform and make them understand what it's really about. And it doesn't just look great it also performs really well. So we also posted this to our social media and it was one of our best performing posts of the month. So that's just testimonials let's talk through a few other ideas of what you can do. Another example that we have is webinars or other live events like workshops. And we do have a full walkthrough video of that but what I will say for this is that you can use those events to create even more content. So you have the live event afterwards you could post the full video but you could even clip it up into segments or clip it up into social media clips. You could even take the transcript and say write the five top takeaways and put that in a carousel post. You could take the live chat and take something insightful that someone said from there and post it as its own graphic post or on x or something like that. So being able to repurpose and make marketing videos out of webinars is possible too. I actually repurposed our webinars into a newsletter so it went out to even more people. Even more people got to read it than watch our live webinar and from there even made graphic posts for social media. So that's one way that you can actually take your video content and turn it into written content for example. Another example is interviews. So there's one thing about having your colleagues post on social media on LinkedIn let's say or having your c-suite write a LinkedIn article but there's a whole other thing to putting faces to those names and being able to actually see your CEO talking about something that's important in your industry. So for example for us we had a sit-down interview with our CEO from there we chopped it into clips and now not only did Riverside post it but also our CEO posted it. We took the transcript and we repurposed it into a LinkedIn article or we were able to do an AMA in our community based on the topics that he talked about in that interview. So here's an example of something I did with that and for this clip I actually used Riverside's agents and told it exactly the kind of clip that I wanted, what I wanted included, how the caption should look and this is what it created for me.

[00:04:32] Speaker 3: Where I see the future is not necessarily only non-AI generated content and or only fully AI generated content. Increasingly demand for real human content is going to go up. People are only going to want more and more really this human-led content. I don't really believe it's going to be fully AI or fully real. I think these lines are blurring.

[00:04:49] Speaker 1: So that creates a real conversation in the industry. Are we going fully AI? Are we going to be leaning more towards human conversation? So this kind of post could be part of a larger interview that you have but then it creates more content for marketing so that you could start real conversations in your industry and bonus points now your CEO has something to post on LinkedIn. Another idea is demos. So every month I do a full demo of the Riverside platform and that creates an hour-long video but from there you can actually create segments from that and create really focused tutorials. So if I did a full demo of the platform and I want to create one video just about the studio, I can chop that up and have really great educational content for users so that they can turn from users to experts. When you create this kind of educational content that's well-made, high quality, and really walks you through step-by-step a process it makes your users feel so much more cared for. So when you're recording in Riverside and sharing your screen let's say that's also recorded in high quality HD so that you can make sure that you are giving people guidance then it's as clear as possible. So for example for mine I made an hour-long demo and that got about 4,400 views in a little under a month but then I chopped it up into a two-minute video on just a very specific feature that it was released that month and that got over 1,000 views. So for those people that are looking for that long-form content you could have that for them but if they're looking for really focused educational content that's also available and I didn't have to create more content to do that I just chopped up the same piece. So for your marketing videos I'm going to give you three ideas of something that you could do tomorrow. One is to schedule a call with one of your best advocates, one of your most active community members that you have a relationship with. Record that call and see what you can create with it. It can be a post highlighting that creator, it could be a post highlighting that user, it could be a testimonial from them, a PPC ad, but see how far you can actually take that and turn it into really incredible content for your company. Another idea to take your live event and turn it into a newsletter or a blog post. Take that workshop or webinar and actually make it have more legs than just that one hour that you had recorded. And the last one is to have a conversation with a colleague. So a bonus point here is you can go in and actually look up your most searched for SEO keywords that are in your niche or in your industry and then create a conversation based on that. Take the top searched for question or something that you want to rank for, just open that up to an interview with a colleague, have that conversation, clip that into a 3 to 10 minute segment and post it right to YouTube with a very SEO specific YouTube title. You'll be surprised on how much that can actually drive traffic and awareness to your brand. And you might be wondering how am I going to have time to do all of this? Not only do we have magic clips and a magic episode that can just cut it all up for you, even magic hooks and segments, so you can have all of that, you can also generate newsletters, generate blog posts, all within Riverside. So it doesn't necessarily create more work for you, it's already done. And if you really want to get into it, you could actually go into your Claude or ChatTPT, click on customize and do connectors and search for Riverside. And that shows our Riverside connector. That means your Claude or ChatTPT will be directly connected to your Riverside account. So you could do things like go in and say take the recording I have with Dustin Simon and create a newsletter, a highlight reel, and tell me some of the best quotes that I can put into a graphic post for Instagram. And so it'll do all of that work for you. Of course I'm doing this right now on video, but you'd want your prompt to be a little bit more specific. And then it'll take all of your prompting and actually create edits for you in Riverside, create a newsletter for you in Riverside, so that you can get even more done with your content without having to work even more. And so those are just some ideas and inspiration of the kind of marketing content that you could be creating using Riverside, so that you can go beyond having to create more videos or hire a big production team and actually do it yourself in-house and create some really impactful content for you and your brand. I can't wait to see what you create and tag us because I really would love to see your marketing content that comes out of this.