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Eight Ways to Create Enough Video Content to Last 18 Months

by Pete Savage  |  
January 12, 2011

In this article, you'll learn...

  • Why creating online video content is key in keeping the attention of your desired audience
  • Eight ways to make lasting video content that will boost conversions and results

If you're a B2B marketer, churning out awesome content in the form of whitepapers, articles, case studies, and the like is good—but you're going to need more if you want people to keep paying attention.
Today's audiences love watching online video.

Studies show that online video improves email click-through rates, sales conversions, and search engine rankings; it's no wonder marketers are funneling more budget dollars into this tantalizing medium.

So what's a B2B marketer to do to capitalize on all the video love?

Start producing more video content. But where's all this new video content supposed to come from? Don't worry, just take a look at the following list of content sources that are right underneath your nose. You'll have more ideas than you could possibly exhaust in the next 18 months.

1. Repurpose

Online video has just begun to boom, which means you have a golden opportunity to take content you've already created, update it, and release it in video format.

For example, take the key points from a whitepaper you wrote four months ago, add some new insights and create a few five-minute-long educational videos.

Or, collect blog topics on a common subject and create visual slides that illustrate key points, show how things have changed, and predict what's to come in the future. Narrate those slides using a voiceover... and your video is ready.

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Pete Savage is a bestselling author, marketing consultant, and copywriter who helps marketing directors and business owners create content, including video, that drives sales. Get a free copy of Pete's new e-book B2B Marketing with Online Video.

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  • by timop Wed Jan 12, 2011 via web

    Brands can extend the legs and branding power of all viral videos by engaging targeted groups of consumers in continuous conversations via mobile messaging that tightly integrates with their diverse and varying daily lifestyles and activities.
    This looks like a job for Social Messaging(TM).
    Who are they going to call?

  • by Zak Pines Wed Jan 12, 2011 via web

    Pete, excellent. We find video needs to be 1) easy to maintain - messaging is continually evolving; 2) modular, for easy re-purposing and 3) should be made available for use by sales and marketing programs. (e.g. nurturing campaigns)

    We have documented our approach to creating modular, easily maintained video vignettes.

    More thoughts on this microsite:

  • by Jef Menguin Wed Jan 12, 2011 via web

    Nice tips here.

    I never thought of using videos these ways, so thank you for sharing.

  • by Ann Handley Wed Jan 12, 2011 via web

    In our book, "Content Rules," my co-author C.C. Chapman and I call the notion of repurposing and augmenting as described here "reimagining." In other words, "reimagine" a case study or customer success story in video, or interview the author or subject as a Q&A. I love the detail you offer here, though... which is more granular than we could offer in the book. Thanks for the article, Pete!

  • by Pete Savage Wed Jan 12, 2011 via web

    @Zak I really like your three criteria - great points. Especially point #3. With so much focus on lead *generation* lead nurturing often gets overlooked... an interesting paradox in the B2B marketing world. Videos are great for nurturing efforts.

    @Jef you are most welcome! :)

    @Ann my pleasure. :)

  • by Charlie Seymour Jr Fri Jan 14, 2011 via web

    Great article, Pete.

    Video these days has gained so much importance that Google gives it preferential treatment in its search results.

    Friends who know I produce a lot of video tease me when they see results in Google that show no video, and they point to that and say things like, "see... videos aren't ranking high."

    I, of course, jump back into the challenge and point out that people in that niche just haven't seen the value yet... and WHAT an opportunity exists!

    Great article, Pete. I swear you stumbled into my brain and jotted down all my ideas when I was sleeping - best single article I've seen on the use of video and how to create content from what you've already produced.


    Charlie Seymour Jr

  • by Pete Savage Fri Jan 14, 2011 via web

    @Charlie - hey, thanks for he kind words, glad you enjoyed the article. You're absolutely right, Google LOVES video. That fact alone is making more and more marketers rush into the space. And it's a safe bet... those 'video-less' niches of today won't stay that way for long. Thanks for sharing your thoughts.

  • by Erin Mon Jan 17, 2011 via web

    Has anyone used ?

  • by Kim Gusta Mon Feb 7, 2011 via web

    Great article, Pete - I appreciate your detailed ideas on how to use video to supplement more traditional marketing mediums. You gave me some great ideas to pitch to a client for whom I recently wrote a white paper - thanks!

  • by Faizal Tue Jul 8, 2014 via web

    I make a video using

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