Converting PowerPoint to Video for Content Marketing

March 16, 2012 | Brendan Cournoyer
Converting PowerPoint to Video for Content Marketing

Though the use of video for content marketing continues to grow, you could argue that it’s still a somewhat underutilized tool for most companies. As sites like YouTube continue to dominate the search engine universe and increased tablet adoption allows more people to view videos whenever they want, marketing organizations that don’t leverage the power of video are likely missing a huge opportunity.

But while content marketing guru Joe Pulizzi recently noted that “B2B marketers aren’t scared of video anymore,” I’d say that many are still at least mildly intimidated. The good news is that you don’t need a bunch of talking heads or expensive equipment to create effective video content. All you need are some PowerPoint slides and a voice.

Converting PowerPoint to video – I’m talking about engaging, voice-enriched presentations – is incredibly easy. Using Brainshark, you can simply upload your slides to a cloud-based portal, then add personalized narration by phone, microphone, or (if you’re really fancy) pre-recorded MP3 files. That’s it. When you’re done, you’re left with a professional looking video (complete with all of your PowerPoint animations) that can be embedded on your blog, shared in an email, or posted to YouTube for the whole world to see.

This opens a lot of doors for extending the reach of your brand and creating a more well-rounded content marketing strategy. Here are just a few additional tips and considerations for converting PowerPoint to video:

  • Add new life to webinar content. Lots of companies host live webinar events for customers and prospects, usually requiring some sort of registration or log-in to capture viewer information. But once the live event is over, where does all that information go? By converting your webinar PowerPoints to on-demand video presentations, you can extend the life of your content and get more value out the hard work you put into creating the original slides.

I’d also recommend breaking longer webinars into multiple, bite-sized pieces. That way if you have a particularly long presentation that covers multiple topics, you can create videos around each one. The result is more targeted, standalone assets that increase the impact of your messages.

  • Repurpose your best blog posts. In my opinion, an active blog is still the cornerstone of any sound content marketing strategy. But at the end of the day, a blog is still just a blog. The reason why marketers take advantage of things like videos, podcasts, social media, and so on is because different people consume content in different ways. Creating a series of great articles and posts is all well and good, but it’s also limiting.

By producing videos and other content types around those same topics, you’ll be able to take advantage of additional marketing channels and ensure maximum impact for your core messages. So the next time you have a great post on a topic that’s important to your company, consider creating some slides around it and repurposing that content into an on-demand video as well.

  • Don’t ignore YouTube. I’ve already alluded to the power of YouTube, but it’s a point that really needs to be driven home. As one of the most popular search engines in the world, YouTube enjoys some serious ranking juice on Google. So if you’re creating video marketing content and it’s not on YouTube, it’s almost like going on a diet but never exercising.

For the best results, you need to get your messaging out in front of more people. As I mentioned, it’s ridiculously easy to upload your Brainshark videos to YouTube, and I’d recommend putting all appropriate videos up there. It’s also a great idea to create your own company channel on YouTube, where you can organize all your clips into a one-stop shop for all of your best video content. (Note: Check out this post for more tips on creating better videos for YouTube.)

As you can see, simply converting PowerPoint to video can add a whole new dimension to our content marketing efforts. How else have you used video to extend the reach and impact of your brand? Sound off in the comments below.

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