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Step 1: repurpose successful content

You don't need to reinvent the wheel with video. Find content that strikes a chord with your audience and you'll be
successful. Rank your blog posts Find blog posts that generated the most traffic and/or comments from your audience.
These are your top trending topics.

Get ideas from your competitors: If you don't have a blog, use tools like BuzzSumo and KWFinder to identify the best
content for your keywords. What are your competitors posting and promoting? They've already done the heavy-lifting for
you! You can put your spin on these topics by adding your own insights, research and links to highlight your expertise.
Step 2: Edit your script for video:
Read your content aloud to improve the way it flows in spoken words and edit accordingly. If you get stuck or stumble
anywhere while reading, change the sentence so it flows better. Sometimes written words don't work quite as well in
video. Be educational: A 3-to-5 minute educational video is a great evergreen piece of content that you can use as a lead
magnet on your home page or landing page. Your visitors will value video content greatly, especially if it has a hook
embedded in it. Use engaging topics: How-to, top 10, and myth-busting videos tend to work really well.

Step 3: record your video:
Whether you use your own computer's camera and software like TechSmith's Camtasia or our full-service video production
studio, make sure you look relaxed and confident. Read your script a few times before you start recording… Call us or
consult our guide to creating high-quality authentic video content for tips on making an impactful video.

Production support: We'll invite you to one of our permanent studio offices or do a "double-ender." If you're not close to a
studio, we'll guide you on the phone and ask questions to make the video more conversational. Afterwards, we'll polish,
color-correct and edit the raw footage.

Professional actors: If you don't want to be on camera, one of our actors can be your brand's video ambassador. Our highly
personable and experienced actors can deliver your content very authentically, using a teleprompter and professional
setup to read your script.
Step 4: reach your audience:
This is perhaps the most important part, where most people miss a trick. To promote your video as effectively as possible,
you need to get in front of the right audience. LinkedIn: If you're B2B, LinkedIn is a great platform. You can send an InMail
inviting someone to watch your video. You'll be paying for reach (pay per send instead of engagement), so make your
recipients feel special by making your message authentic and personal instead of spammy. Social Media: If you're B2C
(or in many cases even if you're B2B), try Facebook and YouTube ads. We're hearing from some experts that Instagram is
becoming another great place to build an audience cost-effectively too.
Step 5: Capture emails:
After your viewers have watched 1 or 2 minutes of your video and understand your value proposition, prompt for their
email address in order to continue watching the video. This tends to work well and can be done easily by hosting your
video on Vimeo with a business account or Wistia. Landing page: Your video can direct traffic to a landing page with
an offer. Gate your video: You can "gate" your video using an embedded pop-up inside the video that asks for an email
address.
Step 6: Nurture leads:

Once you have your list of emails from people who have watched your video, it's time to nurture a trusted business
relationship with them. Boost engagement: You should typically send them a series of 5-8 emails using a software tool
like Mailshake or Mailchimp. The content can be some of your best blogs, ideally turned into videos in order to continue
with high engagement (research on the impact of video in email campaigns shows 50-300% more engagement). Manage
frequency: Some experts recommend using the Fibonacci sequence for the frequency of your emails, meaning that you
send 1 the next day, 1 the following day, then wait for 2 days before another email goes out, then 3 days, and then 5 days
etc.

So there you have a step by step process to create AND promote high-impact video content: blog -> webinar -> record ->
promote -> capture -> nurture. And this is a process that you'll probably want to repeat on a regular (e.g., monthly) basis
in order to keep growing your audience and promoting new services or the same service with a different angle. .

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