How to Breathe New Life into Your Blog Posts with Video: A Step-by-Step Guide

As a blogger, you pour your heart and soul into crafting the perfect post. You spend hours researching, writing, editing, and optimizing for search. But once you hit publish, it can feel like your masterpiece gets buried under the constant flood of new content.

What if there was a way to get more mileage out of your existing content and reach new audiences? Well, there is—and it‘s a medium that‘s quickly taking over the digital world: video.

Consider these eye-opening statistics:

  • 96% of consumers have watched an explainer video to learn more about a product or service
  • 84% of consumers have been convinced to make a purchase after watching a brand‘s video
  • 88% of video marketers report that video gives them a positive ROI

Clearly, if you‘re not incorporating video into your content strategy, you‘re missing out on a major opportunity to engage your audience and drive results. But constantly coming up with new video ideas can be challenging. That‘s where your blog comes in.

By strategically repurposing your blog content into videos, you can expand your reach, cater to different learning preferences, improve SEO, and maximize the value of your content efforts. And the best part? You don‘t need a Hollywood studio or a big budget. You just need a little creativity and some smart planning.

As a blogger for HubSpot, I‘ve seen firsthand the power of transforming our top-performing posts into engaging videos. We‘ve been able to reach entirely new audiences, drive more traffic and engagement, and establish ourselves as thought leaders in a crowded space.

So, how can you achieve similar results? In this post, I‘ll walk you through a step-by-step process for turning your blog posts into share-worthy videos, with plenty of examples and practical tips along the way. Let‘s dive in!

Step 1: Identify High-Potential Blog Posts

The first step is to identify which blog posts are ripe for transformation. While almost any post can be adapted into a video in some way, certain types of content lend themselves particularly well to a visual medium. These include:

  • How-to guides and tutorials: Break down a process into clear, sequential steps that can be demonstrated visually.
  • Listicles: Create a snappy, engaging video that counts down your list of tips, tools, or examples.
  • Explainers: Bring complex topics to life with animation, illustrations, or real-world examples.
  • Interviews and case studies: Incorporate sound bites, B-roll footage, or even a fully produced video interview.
  • Data-driven insights: Transform statistics and data points into engaging infographics and motion graphics.

Beyond the post format, you‘ll also want to consider performance metrics. Look for posts that have:

  • High traffic volume
  • Strong engagement (comments, social shares, time on page)
  • Evergreen relevance (not tied to a specific event or date)
  • Alignment with your key products, services, or brand themes

At HubSpot, we use a combination of Google Analytics and our own Website Grader tool to identify top-performing posts. We also keep a pulse on industry trends and customer pain points to ensure our video content is timely and relevant.

Step 2: Define Your Video Angle

Once you‘ve identified a post to adapt, it‘s time to brainstorm your video angle. How can you bring a fresh perspective to the topic? What will be the key takeaways for viewers?

One approach is to focus on a specific section or subtopic from the original post. For example, if you have a comprehensive guide to email marketing, you might create a video specifically on crafting irresistible subject lines or automating your email campaigns.

Another option is to reframe the content for a specific persona or use case. Let‘s say you have a post on general productivity tips. You could create a video on "Productivity Hacks for Busy Entrepreneurs" or "How to Stay Productive While Working from Home."

The key is to think about what will resonate most with your target audience and what unique value your video can provide. Aim to go beyond simply summarizing the post and offer actionable insights, memorable examples, or thought-provoking questions.

Step 3: Script Your Video

With your angle defined, it‘s time to write your video script. This is where many bloggers get tripped up, as the writing style for video is quite different than a typical blog post. Here are some tips to keep in mind:

  • Keep it concise: Aim for a video length of 2-5 minutes, which translates to a script of around 300-500 words. Get to the point quickly and focus on the most essential information.
  • Write for the ear: Use short sentences, contractions, and simple language. Read your script out loud to ensure it sounds natural and conversational.
  • Incorporate visual cues: Include notes for graphics, B-roll footage, screenshots, or other visual aids that will appear on screen.
  • Use a hook: Grab viewers‘ attention in the first 5-10 seconds with a bold statement, intriguing question, or relatable story.
  • Include calls-to-action: What do you want viewers to do after watching? Visit your website, subscribe to your channel, download a resource? Make the next steps clear.

One helpful exercise is to create a storyboard or shot list before you start scripting. Sketch out the key scenes and visual elements, then use that as a guide as you write. This will help you think visually and ensure your script aligns with the flow of the video.

Step 4: Decide on Your Video Style

Next, consider what style of video will work best for your topic and target audience. While the specific types of video are endless, here are four common formats to consider:

Talking Head

A talking head video is simply a shot of a person speaking directly to the camera, usually interspersed with graphics or B-roll footage. This style works well for thought leadership content, interviews, or personal stories.

Example: Neil Patel frequently uses talking head videos on his YouTube channel to provide marketing tips and advice.

Animated Explainer

Animated videos are ideal for breaking down complex topics or explaining abstract concepts. They often include illustrations, motion graphics, and voiceover narration. This style can be particularly effective for B2B or SaaS brands.

Example: Slack‘s YouTube channel features several animated explainer videos on topics like remote work and productivity.

Screencast Tutorial

A screencast is a video recording of your computer screen, typically with voiceover narration. This style is perfect for software demos, technical tutorials, or step-by-step guides.

Example: HubSpot Academy offers a variety of screencast tutorials on using HubSpot‘s marketing, sales, and service tools.

Live Action

Live action videos are filmed in real-world settings and can range from simple interviews to fully produced commercials. They work well for showcasing products, telling customer stories, or giving a behind-the-scenes look at your brand.

Example: Warby Parker‘s YouTube channel features live action videos of customers trying on glasses and sharing their experiences.

The style you choose will depend on your goals, budget, and resources. You might also mix and match styles within a single video, such as starting with a talking head intro, then transitioning into a screencast demo.

Step 5: Produce Your Video

With your script and style in hand, it‘s time to bring your video to life. The specifics of your production process will vary depending on the type of video and the resources available, but here are some general tips:

Equipment

You don‘t need a fancy camera or studio to create great videos. In fact, most modern smartphones can shoot high-quality footage. Other basic equipment to consider includes:

  • Microphone: Invest in a decent external microphone to ensure clear audio. Lavalier or shotgun mics tend to work well.
  • Tripod: Keep your camera steady and avoid shaky footage with a tripod or stabilizer.
  • Lighting: Ensure your subject is well-lit with natural light or inexpensive studio lights.

Setting

Choose a setting that aligns with your brand and the tone of your video. For a talking head video, a simple office or studio backdrop can work well. For a live action video, consider filming on location or in a relevant setting.

Talent

Who will appear in your video? Will it be you, a team member, a customer, or a professional actor? Whoever you choose, make sure they‘re comfortable on camera and can deliver the script naturally.

B-Roll and Graphics

B-roll is supplementary footage that can be used to add visual interest and context to your video. This might include shots of your product in action, people using your software, or relevant locations.

Graphics and text overlays can also be used to reinforce key points, highlight statistics, or provide visual aids.

Editing

Once you‘ve captured all your footage, it‘s time to edit your video. Use editing software to trim clips, add transitions, incorporate graphics and music, and ensure a smooth flow.

Some popular editing tools include:

  • Adobe Premiere Pro
  • Final Cut Pro X
  • iMovie
  • Camtasia (for screencasts)

If you‘re not comfortable editing yourself, consider outsourcing to a freelance video editor or a video production agency.

Step 6: Optimize for Each Platform

With your video complete, it‘s time to share it with the world! However, it‘s not as simple as uploading the same file to every platform. Each channel has its own specifications, audience preferences, and best practices. Here‘s a quick rundown:

YouTube

YouTube is the second largest search engine in the world, so it‘s essential to optimize your videos for discoverability. This includes:

  • Crafting a compelling title and description that includes relevant keywords
  • Adding tags that align with your topic and target audience
  • Creating a custom thumbnail that stands out in search results
  • Using closed captions or subtitles to improve accessibility
  • Encouraging viewers to like, comment, and subscribe to your channel

In terms of specs, YouTube recommends:

  • MP4 file format
  • 16:9 aspect ratio
  • Resolution of at least 1920×1080
  • Maximum file size of 128GB or 12 hours

Facebook

Facebook favors native video content, so uploading directly to the platform (rather than sharing a YouTube link) is essential for maximizing reach. Other tips:

  • Keep videos short and attention-grabbing, ideally under 2 minutes
  • Use square or vertical formats for mobile optimization
  • Include captions, as 85% of Facebook videos are watched without sound
  • Add a description and relevant hashtags
  • Tag any featured brands or partners

Facebook recommends:

  • MP4 or MOV file format
  • Maximum file size of 4GB
  • Minimum resolution of 720p
  • Aspect ratio of 1.91:1 to 1:1

Instagram

Instagram is all about visuals, so your video content needs to be eye-catching and on-brand. Here are some tips:

  • Keep videos short and snappy, under 60 seconds for posts and 15 seconds for Stories
  • Use vertical formats (4:5 or 9:16) for IGTV and Stories
  • Include text overlays and captions, as most users watch without sound
  • Use relevant hashtags and location tags
  • Encourage viewers to engage with comments, likes, and shares

Instagram specs:

  • MP4 file format
  • Maximum file size of 4GB
  • Recommended resolution of at least 1080×1920
  • Aspect ratios of 1.91:1 to 4:5

Twitter

Twitter moves fast, so your videos need to make an impact quickly. Best practices include:

  • Keeping videos under 2 minutes and 20 seconds
  • Grabbing attention within the first few seconds
  • Using eye-catching visuals and bold text overlays
  • Including captions for sound-off viewing
  • Adding relevant hashtags and @mentions

Twitter recommends:

  • MP4 or MOV file format
  • Maximum file size of 512MB
  • Minimum resolution of 32×32
  • Aspect ratios of 1:1 to 16:9

By tailoring your video content to each platform, you can ensure maximum impact and engagement.

Step 7: Promote and Repurpose

Congratulations, your video is live! But your work isn‘t done yet. To get the most mileage out of your content, you need to actively promote and repurpose your video.

Promotion

Share your video across all your social media channels, tagging any relevant brands or influencers. Encourage your team members to share as well. You can also:

  • Embed the video in the original blog post
  • Include it in your email newsletter
  • Run paid ads to boost views and engagement
  • Reach out to industry publications or bloggers for coverage

Repurposing

One video can fuel multiple pieces of content. For example:

  • Transcribe the audio for a written blog post
  • Pull quotes for social media graphics
  • Use snippets for Instagram Stories or TikTok videos
  • Stitch together multiple videos for a YouTube compilation

By thinking strategically about promotion and repurposing, you can squeeze maximum value out of every video asset.

Measuring Success

Finally, don‘t forget to track your video performance and measure your success over time. Key metrics to watch include:

  • View count: The total number of times your video has been viewed.
  • Watch time: The total amount of time viewers have spent watching your video.
  • Engagement: Likes, comments, shares, and other interactions.
  • Click-through rate: The percentage of viewers who click on your call-to-action or visit your website.
  • Conversion rate: The percentage of viewers who take a desired action, such as making a purchase or filling out a form.

Use this data to identify which topics, formats, and platforms are resonating most with your audience. Then, double down on what‘s working and continually refine your approach.

Putting It All Together

Whew, that was a lot of information! But don‘t feel overwhelmed. The key is to start small, experiment often, and continually learn and adapt.

Remember, video is a powerful tool for engaging your audience, driving traffic, and boosting conversions. By repurposing your blog content into compelling videos, you can breathe new life into your old content and connect with viewers in fresh and impactful ways.

So what are you waiting for? Go dust off those high-performing blog posts and start brainstorming your first video. Your audience (and your analytics) will thank you.