Brittany Berger

I am Brittany Berger. I am a content strategist mostly for B2B and SaaS companies. And I really focus on helping them use content they've already created and take a more minimalistic approach to content marketing. So to go with the whole theme of using content instead of just always creating more and more of it, I am talking about how brands who are a little bit further into their journey with content marketing can slow down the new content creation and use stuff they've already created by repurposing, recycling, updating, and stuff like that. And so yeah, and so it should be a really fun talk. I love pop culture and the entertainment industry. So the focus is examples of remixing in the entertainment industry and music and then what business marketers can learn from that. For example, songs almost always have a music video and that helps them get way more attention, TV play, stuff like that. And so it's really important to the launch of a successful single. And since you all are a video company, you can definitely, I'm sure, recommend the impact of taking a text blog post or some other non-video type of content and then going back and creating a video for it to get more attention on new platforms. For the past few years, and since a lot of companies have really been getting serious with content marketing, the focus has always been on new content creation. Any type of sort of framework that you talk about for content marketing starts with planning what content you're gonna create. And that was the best option back when you didn't have content to lean on, but by now companies that have been doing, creating content and blogging for years, they have all of this old stuff sitting there that they could be using and continuing to get results from, but they're not because they're so focused on the new stuff. And so it gets really overwhelming. You have a lot of stuff, a lot of work you've done that's no longer getting results and you're overwhelming yourself trying to create new content all the time when you don't need to. So it's a way to really streamline your process, make content marketing less stressful and get results from all of this hard work that you did years ago. It can still get results for you. So for me, Evergreen content is both completely up to date and Evergreen in the information, but it's also up to date in terms of optimization, calls to action, stuff like that. So like I explained before, I'm really big on actually driving results from the content you create and not just needlessly putting it out there. And so Evergreen content, a lot of people consider is just something that doesn't need to be updated or doesn't have outdated information in it, but they're still not getting results from it. It's still not optimized to bring in leads on a long-term basis. So even though it's not technically outdated, it's still doing nothing for you. So for me, Evergreen content has updated information, updated optimization, updated calls to action, everything like that. Okay, repurposing videos, there's such great opportunities there, especially on social media. So for my own YouTube channel, it's where I do kind of the home of my video strategy is YouTube. So what I do is I create a longer form video for my YouTube channel and then to promote it, I'm really heavily focused on social media distribution and repurposing smaller clips. So while some people might just post the whole video on everywhere that they can post videos, instead I only post the whole clip on YouTube and instead I take out a lot of 30-second to one-minute talking points and I create short, really shareable social media videos out of those. And so those are really great because they're more optimized for the social media platforms, which tend to prefer shorter video than YouTube. And it's also a way to then drive people back to the full post, because I can say if you want four other tips related to this one, you can go check out the full video. And so I really like doing that with Facebook, with Instagram, with LinkedIn. So I really create a ton of clips out of my longer videos. I think my record is I had a 10-minute long YouTube video and I turned that into 12 different clips that were each posted on about three social media platforms each and surprise, surprise, that's my most viewed video. Sure, so again, if we look at an example, so YouTube channel is kind of more top of the funnel content but something a lot of brands do further down the funnel is webinars. And I love webinars for repurposing and remixing because they're really meaty. They're 30 minutes to an hour. So they're long form content, they're really in depth. And it gives you a lot to work with in terms of creating other types of content, whether that is video. So one thing that I have recommended companies to do more product focused webinars is to then break those up into shorter two or three minute tutorials. Having a knowledge base or help section with video walkthroughs to a SaaS company is so important but it can be a lot of work. However, a lot of companies that I have worked with or for they do these sort of product focused webinars for new customers, for interested customers, stuff like that, where they are walking people through the app. And they're basically help videos if you break them up by feature and by section. And so you can really create a whole kind of series of help videos from one webinar. Yeah, and then you can transcribe those short videos and then you have help desk articles too. So there's so many ways to repurpose and distribute and remix videos. So I like to think that what sets me apart from other people talking about repurposing is that I'm not just talking about an everything everywhere approach where, again, I don't just take my YouTube video and post the full thing everywhere you can post videos. I really look at what the company's marketing goals are and how content, both new and old content, can fit into that. So it's just all about getting to know what your audience likes on each. So like I said before, with my repurposing strategy for social media video, I know that for my audience and who I want to build an audience with on social media, shorter video performs better. So when I am sharing, so when I do create a longer video to link to YouTube, I could post that full video on YouTube and Facebook. But I know that based on my own audience and my own experimentation that a shorter video will perform well. So it's just a lot of testing. It's a lot of knowing your audience and the current best practices. So another reason I like repurposing for video is because on social media, a lot of platforms are pushing organic content. And you can't get the same reach from posting a link to your YouTube video on your Facebook page that you used to be able to. But if you repurpose that into its own native video for Facebook that can then drive people to YouTube instead of just posting a link, that is a way that both gets people interested in the content more so than just a link. And it's giving Facebook what they want and so they'll let you reach more of your audience. I definitely think video as well as podcasting are going to be big trends. Because I think we're coming out of a phase where most brands looked at blog posts and eBooks and white papers as sort of the only content that can be used to drive leads, especially with the clients that I tend to work with which are more B2B. And so they're still starting to just beginning to realize that video and podcasting and more entertainment-based mediums are a possibility for them. And so even though video in a lot of industries is not new, I think in terms of using it for B2B marketing, I think that still kind of a thing a lot of companies are working on adapting to and it's going pretty slowly. So I know that we've been calling it the year of video for a while, but they're not on board yet. Well, first it is a mindset shift. And I know as a very natural born writer and I feel like a writer at heart, it was much more difficult to create video for me. But then what I love about the current kind of ecosystem is that you have options. It's not that blogging is not effective anymore. I still can get great results from written content. But now people who aren't natural writers have more options in terms of creating content that's easiest for them. So I know people that can just jump on their webcam and talk for hours. And I have a friend who, she's a YouTube strategist, and she actually records 10 videos a day. And she just records videos one day a month. I could never do that. It takes me like a whole day to do video. And then I also know friends who do multiple podcasts or podcast episodes per day. I could never do that. So we're just entering a time where there are so many options that you can find what you are best at and just go hard with it. Don't overthink it and make it easy. This is something I struggle with. And I have actually not created video in several months because I kind of psyched myself out and got it too into my head about it and too caught up in perfectionism. And so I would definitely say start small. So before I ever launched my YouTube channel, I actually first just was on Instagram stories and really fell in love with talking to the camera that way. From there, I went to doing short Facebook lives and a private Facebook group for my audience and customers. And so that was just much lower pressure because there was only about 50 people in the group at the time when I started. I knew people weren't really watching live. I could delete it if I wanted to. So just start small and make it easy for yourself and then work up to the things like 15 minute videos where you're talking at the camera on YouTube. And so that was just the beginning. And I hope you enjoyed it. And I'll see you next time. Bye. Bye. Bye. Bye. Bye. Bye. Bye. Bye.