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How to Do More With Video Content
Marketing Foundations

How to Do More With Video Content

If you were tasked with logging the number of times you are exposed to video content in a day you’d probably tap out pretty quickly. It’s everywhere, from the Instagram reels we see first thing in the morning (I know it’s not just me), to product videos on company websites, to infotainment content on screens at gas pumps.

Video content is ubiquitous, and industry research shows it’s not going anywhere any time soon. In fact, a recent survey by Wyzowl revealed that 89% of consumers want to see more video content from brands in 2024. The challenge for marketers, particularly those at smaller or midsize companies, is figuring out how to meet that demand without using their entire yearly budget on one or two productions.

89% of customers want to see more videos from brands in 2024. (Wyzowl)

CID has helped countless clients overcome this challenge. No matter your industry or budget, these tips from our Emmy Award-winning video production team can help you do more with your organization’s video content.

Always Start With Strategy

The first, and arguably most important, step is developing your video strategy. This should be a part of your overall content strategy (check out this post if you need help with that) and should take into account factors like:

  • The target audience
  • The purpose of your video content
    • How-to?
    • Product launch?
    • Testimonial?
    • Company overview?
    • General awareness?
    • Something else?
  • How video will be distributed (channels)
    • Whether you’ll need vertical format, horizontal, or both. (In our experience it’s wise to prepare for both.)
  • How often you want to share video content

For a quick benchmark on that last point, Wistia’s State of Video report notes that in 2023 small businesses produced an average of 15 videos, while medium-sized companies created 84, and large corporations racked up 118 videos.

That might sound a little daunting, especially if you’ve been part of a video production in the past. But here’s a secret: chances are the videos counted in that statistic weren’t all individual productions. It’s much more likely that these marketers are making savvy use of a few larger video shoots per year (or even just one!) that gives them footage to use in multiple ways.

We call this the “COPE” method which stands for “Create Once, Publish Everywhere.” When Versiti Blood Centers launched their rebrand, CID produced 15 different versions of a brand video from footage captured on one shoot.


Versiti Rebrand - Wisconsin, 60-second version


Versiti Rebrand - Michigan, 30-second version


Versiti Rebrand - Indiana, 15-second version


Reuse, Repurpose, Re-engage

Let’s imagine you’re a marketer at a medium-sized B2B company and you have a healthy, but not extravagant, budget for two video shoots this year. Here are a few ways you can get the most mileage out of your production, the captured footage, and the video itself.

Get that B-roll: Even simple videos usually incorporate some B-roll footage. While planning your production, make room for a little time to capture scenes you could use in other ways, too. The shots that look great but didn’t make it into the final video could be used for content on social media, as page headers on your website, landing page content, or ambient video in your trade show booth. Think of it as building up a stock video library that only your company can use.

Recut existing video: Re-editing existing videos for different time limits is one basic way to repurpose video you already have. Cut long videos into bite-sized clips that you can share out on your social channels, in emails, on your website, or use in digital advertising. Maybe you captured a great moment during a testimonial video shoot that wasn't right for your main video but could be perfect for sharing on its own. Why not use it? (As long as it aligns with your overall strategy, natch.)

Reshare: Just because you and your team have seen your video hundreds of times doesn’t mean your target audience has. If it’s been a while since your video launched and views seem to be falling off, there’s no shame in resharing it. There’s almost certainly someone out there who hasn’t come across it yet who just might be your future customer.

Repurpose: Similar to recutting for length, but this time, recut for story. Take a look at the footage you have and imagine another story it can help tell. You might need to record a new voiceover or create some new graphics, but that’s more affordable and more doable than shooting an entirely new video when you don’t really need to. For example, last summer CID created a Wes Anderson-inspired video to showcase our people and space. Since it involved several shots at iconic Milwaukee locations, we were able to repurpose some of the footage and create a reel celebrating the city in honor of Milwaukee Day.

CID's Wes Anderson-inspired video


CID's Remix for Milwaukee Day aka 414 Day


Get a little scrappy: Professional, polished videos are the gold standard. But, there are times when you’re not going to have time or budget for that kind of production. Maybe you want to respond to a trending video format on social media, get a quick message out to your team, or just show your company’s less formal side now and then. It’s totally acceptable to grab a phone with a decent camera (so basically any phone within reach), a ring light, and ideally a tripod/stabilizer and have at it. If audio is important to your video be sure to choose the right location. (Don’t do an interview video on your phone during a windy day, for example.) Keep in mind that just as you probably wouldn’t use a high-end camera for a video like this, you shouldn’t use your phone for more important video content.

Using these tips, video can be a major part of your content marketing plan without it taking a major bite out of your budget. The key is having a plan in place long before a single word is scripted or a storyboard is created, and a willingness to be a little flexible in your approach.

CID’s Emmy Award-winning video team can help you get the video content you need. Contact CID to start a conversation.

Rebecca Rick

Rebecca Rick

Senior Content Strategist + Copywriter

Creative. Strategic. Crategic? (We'll workshop it.) Rebecca's part of our award-winning marketing & strategy team where she turns ideas into words and words into content.

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