The document discusses strategies for repurposing, reusing, and refreshing content. It recommends first understanding the target audience through research to develop a persona. Then an editorial calendar can be created using topics relevant to that persona. Existing content can be broken down into multiple short form pieces for different channels. Partnerships and freelancers may provide free or low-cost content that can be co-branded or redistributed. Overall, the key is to prioritize flagship content and connect various content pieces to maximize value from repurposing.

1. PRESENTED BY!
#C2C14!
Repurpose, Reuse, Refresh!
Pam Didner, Global Integrated Marketing
Strategist, Intel !

2. Repurpose
Reuse
Refresh
@PamDidner

3. Use Content to
Drive Conversion
But before you
Repurpose
Reuse
Refresh

4. Let’s sit back
And think
for a minute

5. Before Repurpose, Reuse, Refresh
content
Who is your audience?
Persona
What topics to use to engage with them?
Editorial
What materials to use to engage with them?
Content

6. Understand your
audience through
§ Buyer Research
§ Seller Interviews
§ Keyword Search
§ Social Listening
§ Observations

7. Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
External Influencers
Organiza(onal
A-tudes
and
Business
Outcomes
Use
tech
as
compe--ve
advantage
p
Willingness
to
pay
a
premium
$$$
Early
tech
adopters
p
Employees
that
are
extremely
connected
and
extremely
dispersed
p
Full
-me
dedicated
IT
staff
p
Technology
Infrastructure
#
of
sites
p
IT
Budget
$$$
%
of
employees
with
a
dedicated
computer
Computer
installed
base
Computer
refresh
cycle
>50%
installed
base
of
laptops
p
Server
installed
base
Has
a
enterprise
class
data
center
p
Smartphone
installed
base
Tablet
installed
base
Currently
use
SaaS,
IaaS
or
PaaS
p
Server
virtualiza-on
p
Security
88%
% with Dedicated IT Budget
$10.4M
Avg. IT
Budget
p
Mean
Deployment Size
3,168
329
1,016
420
90%
95%
65%
43%
Technologies in Use
p
p
p
p
IT Manager Persona (Global)
Influencers
IT Budget
IT
Environment

8. Leveraging
Data
Business
intelligence
tools
to
speed
the
ability
to
report,
analyze
and
store
data
(e.g.,
data
mining,
analy-cs,
data
warehousing,
etc.)
˜
Data
management
applica-ons
that
control,
protect,
deliver
and
enhance
value
of
data
and
informa-on.
(e.g.
ERP,
CRM,
transac-onal
databases,
etc.)
˜
Capabili-es
to
improve
our
vendors’
or
partners’
abili-es
to
access
our
data.
(e.g.
web
portals,
B2B
gateways,
etc.)
˜
Business
process
capabili-es
to
improve
workflows
within
my
company
(e.g.
six
sigma,
business
process
modeling,
etc.)
˜
Virtualiza(on
Desktop
virtualiza-on
˜
Server
virtualiza-on
(e.g.,
expanding;
improving
manageability
etc.)
˜
Telework/
Mobility
Capabili-es
to
enable
employees
to
work
from
home
(e.g.
VPN,
Citrix,
remote
access
to
the
company’s
network,
etc.)
˜
Enabling
employees
to
use
their
personally-­‐supplied
devices,
computers
or
phones
to
connect
to
the
company’s
network
˜
Security
Automa-ng
IT
management
(e.g.,
socware
/
patch
updates)
˜
Improving
compliance
with
regula-on
˜
Improving
our
company’s
IT
security
˜
Other
Improving
the
delivery
of
applica-ons
across
different
devices*
˜
Giving
new
company-­‐supplied
compu-ng
tools
to
employees
such
as
smartphones,
tablets
or
similar
˜
Consolida-ng
or
integra-ng
our
data
centers,
network
and
storage
infrastructure**
˜
Capabili-es
to
accommodate
or
manage
data
growth
and
storage
needs
˜
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
Very High
Security
Very High
Very High
Very
High
Collaboration
Mobility
Informa-on
Mgmt
IT Initiatives
Challenges/
Pain Points

9. Create your
own persona
Name?
Personal Profile?
Job Description?
Challenges or Desires?
Content needs?
Preferred media to
receive information?

10. Persona provides insights to
editorial planning
Brainstorm Topics
Editorial Calendar
Pain
Points
Desires
Jobs
Description
Attributes Budget
Keyword
Search
Demo-
graphics

11. Use editorial topics
To determine
content list

12. Be very focused
You can’t
please everyone

13. Editorial Topics
Yearly
Monthly
Weekly
Daily
Hourly
Tactics (Social / Paid)
Strategic
Tactics (Social / Paid)
Tactics (Social / Paid)
Strategic

14. Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2013
Dec
Topics Cloud
Product
Launch
#1
Mobility
Product
Launch
#2
Editorial Topics
Big Data
CES Product
Launch
Mobile
World
Congress
Intel Developer
Forum in China
Computex Intel
Developer
Forum in
US
Intel
Developer
Forum
Product
launch
(Yearly and Monthly)

15. Editorial Topics
Weekly and Daily

16. Useful Links:
Free Content Marketing Tools 2014: Content planning, creation and marketing made easy
http://blog.woorank.com/2014/02/free-content-marketing-tools-2014-content-marketing-easy/
Content Marketing for better planning, management and tracking
http://www.toprankblog.com/2013/08/5-content-marketing-planning-tools/
Divvy HQ
Gather Content
Kapost
Compendium
Select content planning tools
WordPress
Trello
Opal Moments

17. Options to
Create Content
Create new
original content or
curate third
party content

18. All the time
It’s hard to create
original content

19. Curated content
may not
perform as well
As original content

20. Repurpose, Reuse,
Repackage (RRR)
The option
between original
and curated
content?

21. Example 1: RRR a flagship content to one audience
Example 2: RRR a hero or flagship content to different
audiences
Example 3: RRR different pieces of content to one or
different audiences
Three Possible Options

22. 5 short blog
posts
1 short video
animation
3
Infographics
1
presentation
1 white board
Video by Intel
Expert
1 Podcast
interview of
the white
paper author
One 18-page
white paper
Example 1:
12 content pieces out of one White
Paper

23. Long From Content (1)
Short From Content (4)
Social Content (20)
For Social Media:
Source: Intel
Break down long form content to multiple short
forms

24. Short Form Examples
18-pages of White Paper
600 to 800 word blog posts
Source: Intel

25. Social Content Examples
Source: Intel

26. The Sophisticated Marketer’s Guide to LinkedIn:
Podcast: SlideShare:
Another example: Hero Content repurposed into
Different formats
Source:
Jason
Miller,
Global
Content
Marke-ng
Manager,
LinkedIn

27. eBooks:
Blogs:
Blogs
eBooks
Source:
Jason
Miller,
Global
Content
Marke-ng
Manager,
LinkedIn

28. Infographics
Source:
Jason
Miller,
Global
Content
Marke-ng
Manager,
LinkedIn

29. The Webinar:
Physical Book:
The Webinar
Physical Book
Source:
Jason
Miller,
Global
Content
Marke-ng
Manager,
LinkedIn

30. One more step: Take it Global
Source:
Jason
Miller,
Global
Content
Marke-ng
Manager,
LinkedIn

31. The Sophisticated CMO’s Guide to LinkedIn
The Sophisticated Healthcare Marketer’s Guide to
LinkedIn
The Sophisticated Event Marketer’s Guide to LinkedIn
Example 2: RRR a hero or flagship content
to different audiences

32. Example 3: RRR different pieces of
content to one or different audience
Millennial
study in
China
Millennial
study in
Germany
Millennial
study in
US
International
Millennial Study
eBook

33. A
Example 3: RRR different pieces of
content to one or different audience
CEO
announcement
of new products:
a video
A new video
3 to 4 slides of
new product
benefits.
Call to action:
a demo
Customers
sharing their pain
points
=++ B
C
D

34. Ok, so it’s time
consuming
And expensive
to RRR

35. There was only a
small budget?
But what if

36. You will need to
wear several hats
§ Editor
§ Content Creator
§ Program Manager
§ Writer
§ Agency
§ Creative

37. From partners
and manufacturers
Leverage
free content

38. Solution Brief – co-branded from partner
This content
is created by
Juniper. Offer
it free to its
channel
partners for
co-branding
Source:
Vology

39. Use fiverr, tenrr
To find
freelancers

40. 1. Evaluate your content, start with promotion in mind
2. It takes time, budget and effort to
repurpose, reuse and repackage. Prioritization is key
3. Create an RRR plan
§ Start with 1 or 2 flagship content for repurpose, reuse and
repackage
§ Connect the dots by pulling materials from different pieces of
content
When you go back to work…

41. Oh, wait, one more RRR example…

42. CAPTURE EVERYTHING
BEHIND
THE
SCENES
Q & A
VIDEOSVIDEOS OF
JUMPERS