Turning Blog Posts To Video In Life Science Marketing
As the digital space continues to evolve, many life science companies have changed the way they choose to sell their products, and engage with their audience. Turning existing text content, like a blog post or article, into an animated video has become a common trend among brands looking to keep customers informed, connected, and cared for.
In today’s advertising space, video marketing has become more dominant than ever before. And as Cisco estimates, by 2022, 82% of all created content will be video. But when looking to use video instead of written content, many companies in the life sciences and biotech fields are facing considerable challenges.
This is mostly because it seems like you have to do double the work. If you’ve decided to repurpose content for social media, or turn everything to animated video once you’ve already spent countless hours creating it in the first place, can seem too much of a hassle.
But as daunting as these tasks might seem, it’s crucial for content marketers in the health space to keep up with evolving marketing techniques, and their audiences’ need for quality content.
If repurposing your existing online content by creating an attention-grabbing, social-friendly video content is not yet on your 2021 marketing agenda, take a seat. In this article, we’ve listed some of the top benefits of repurposing content, like turning a blog post to video, to captivate and increase customer engagement.
Main Benefits Of Repurposing Existing Blog Post Content To Video For Social Media
If there’s one thing that’s changed, it’s the way people consume content. Attention spans are shorter, users expect to be entertained, and messaging must be communicated in a fascinating manner.
So, here’s where turning a blog post to video comes in handy!
In business fields that are harder to comprehend, a short dynamic video will capture attention faster and more efficiently than any tedious case study. But while 49.03% of the world’s total population are surfing platforms loaded with information, like Facebook, Twitter or Youtube channel, it takes only 3 seconds for someone to watch your video or move on.
So how can you make sure that you create a video that viewers will find interesting enough to watch, and which can also draw a call to action?
How To Draw Engagement With Your Videos
As you explore repurposing existing content for your brand, one of the main things to remember is that in order to create videos someone else will actually want to watch, use, and better yet, share, you need to figure out what your audience finds valuable. Once you’ve revealed this, make sure you tap into it in your videos. You also need to be aware that if your content doesn’t grab your viewers’ attention in seconds, it will be immediately passed over. To combat this harsh reality, rather than distributing the same video everywhere from your website to each social media platform, a great way is to use a fractionalized approach. The main idea of your campaign (or piece of information you want distributed) is custom-tailored and relevant to each website, and every platform.
Repurposing Content For Each Social Media Channel
Turning a blog post to video on social media might seem intimidating at first. Especially when trying to convey information in an accessible way, while also trying to keep afloat in the sea of changing social media algorithms.
But repurposing content for social media is not a one and done deal. Every social channel has different audiences it addresses, and distinct algorithms for video uploads.
That’s why customization is mandatory.
Let’s have a look at some of the main social media channels to use, and their general guidelines for content, that life science brands are using today.
Social Media Platforms & Content Guidelines for Life Sciences
Facebook drives a lot of traffic. It’s the largest social media channel, with many people, including scientists, using it for both professional and non-professional purposes. Animated videos you add on Facebook should be light-hearted and entertaining, with an ideal duration of max 1-2 minutes.
LinkedIn is the social media platform most professionals spend their time on, and can be a free business tool to source products and services, but also to reach targeted audiences. Videos that you upload here should have insightful, valuable content, for users who come looking for professional content and engagement. For life science and biotech brands, LinkedIn seems to have the best visitor-to-lead conversion rate of all existing social media platforms. You can even run paid traffic on LinkedIn, and narrow down your audience list to a specific role or occupational position, which lets you know exactly who you are showing your ad to.
Twitter is best for users who want to find the latest news and have genuine conversations. That’s why content posted here enables fast engagement. If you want to turn a blog post to video and post it on Twitter, your brand should therefore not only be present, but should also interact and engage with the people on it.
You don’t need to turn all your blog posts to video, or use every social media channel to post animated content daily. However, taking informed steps to repurposing existing content into animated videos for both your website and social media is the best way to help your audience discover, share, and connect with your brand. And as a last general rule, if people can watch your video for 30 seconds, it means your content is good and engaging enough for them.
How Sciencia Can Help You Turn Blog Posts Into Videos
At Sciencia Consulting, we work hard to create unique and compelling content for life sciences and biotech companies, while also helping them throughout every step of their digital transformation. If you want to learn more about what you should focus on for your 2021 life science marketing strategy don’t hesitate to contact us. We are always happy to meet new people and share our tips, tools and knowledge!
