More than 90% of marketers say content creation is either very effective or somewhat effective for SEO. This marketer is definitely in the very effective group. The saying “content is king” is more true today than any other time in the past. Google’s recent release of the Panda algorithm and its regular updates are a sign that quality, unique, entertaining and problem-solving content will remain a very important factor in determining placement in the SERPs for a long time to come.
One of the biggest challenges marketers face today is creating enough high quality content on a regular basis in order to attract qualified website traffic while differentiating their brands from the competition. The best way to overcome this challenge is by repurposing existing content or creating new content with the intent of repurposing it. Video assets are some of the most robust pieces of content for repurposing. Below are five ways to harvest new unique content from video assets.
- Video transcription services are an underused content harvesting method. There are dozens of services which offer transcription of video. Once a video is transcribed the content can be placed directly on a website below the video or it can be turned into a downloadable .PDF. Both methods result in indexable content for Google to factor in.
- Audio scrapping is another way to repurpose video assets. Some people may be interested in downloading the audio onto their portable MP3 player or phone. While Google doesn’t index the audio in the file, it does index the file name. So, make sure to include the appropriate keyword phrase in the file name. In addition, audio provides a unique asset to share across social media. According to SEOmoz, seven percent of Google’s algorithm relies on social signals when determining placement.
- Presentation videos are easily repurposed. Make sure to grab the original Power Point presentation and upload it to SlideShare.net. Offer up the slides and the video on the same website page. Google will see all of the unique multi-media content available and the visitor will have a much richer online experience.
- Foreign language transcription of video can be powerful too. If the brand’s market place is worldwide then including translations of the transcription can help garner searches containing non-English phrases.
- Slicing up a longer video into smaller digestible parts, doing the steps above and placing the videos on separate pages or blog posts can really stretch the content quotient while providing Google with much more to index.
By executing the above steps a marketer can really stretch their content budget, provide a much richer experience for content consumers, have much more fodder to share in social media, and take advantage of Google’s Panda algorithm for SEO. For ways to repurpose other non-video forms of content see 11 Ways to Repurpose Your Content for Inbound Marketing.
Image: Brafton
Chad Pollitt is a decorated veteran of Operation Iraqi Freedom, an Army National Guard Commander and the Director of Social Media and Search Marketing at Kuno Creative.
He holds a BS in Entrepreneurship from the Indiana University Kelley School of Business, an Internet Marketing Masters Certification from the University of San Francisco’s prestigious School of Business and Management and is a Certified HubSpot Partner. With over 10 million dollars of tracked ROI for SEO alone, he has been a guest lecturer, blogger, keynote presenter and featured on multiple radio shows, podcasts and in The Wall Street Journal.
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