The Gong Blog

Why (and how) you should be converting your video subtitles to blog posts

Arguably the most common challenge facing any organization implementing a content marketing strategy is developing enough content to “feed the engine.” Blog posts – like this one – are great content tools to drive traffic to your website. But they aren’t always the easiest to write – whether because of writer’s block or simply not enough hours in the day.

Slice the turkey!

We’re big believers in getting the most mileage out of your content and finding ways to divide and repurpose larger pieces like an e-book and white paper into a series of accompanying blogs posts, social updates, etc.

With all the (justified) hype around video, it’s important to find ways to do the same with your online video content. Here’s why and how:

Get your script in order

First off, if you’re doing video, you should do it right, which means having a script and subtitles. A script helps your speaker appear more relaxed, competent and on message, and subtitles help address the fact that 85% of Facebook videos are watched without sound.

Even if you decided to wing it and forgo a script, chances are YouTube can automatically transcript the audio into a subtitles file. (See our video subtitles offer for more on that.)

Converting a script to a blog post is a relatively simple task. It’s more about following blogging best practices like including hyperlinks (like the one in this sentence), using short paragraphs (like this one) and adding subheaders and an image (like…you get the point).

Boost your website traffic

And again, best yet, blog posts are some of the best ways to get people to visit your website – when properly promoted. As popular as video content is, platforms like Facebook and Twitter’s native video capabilities (i.e., videos uploaded directly to the site) are becoming the only effective way to share videos on social media. And while that’s a great way to get video views, it won’t do much to help your website traffic.

For the 100th time, video content is extremely effective at grabbing people’s attention and improving message recall. If you haven’t already at least begun strategizing about how to incorporate video into your content marketing plan, now’s the time. And as you can see, it also will help bolster your content arsenal.

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POSTED IN: Owned Content, Video

Greg Surber

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