Repurposing Existing Materials To Create Killer Content

TURNING COMMON MATERIALS INTO KILLER CONTENT Repurposing What You Have To Save Time, Reduce Costs & Attract Groupies Like The BeatlesCalSAE - Seasonal Spectacular 2011 December 7, 2011 - Twitter #calsae

OVERVIEW✤ Content marketing overview: ✤ The repurposing process deﬁnition and beneﬁts ✤ Distribution process &✤ Why repurpose content: ROI channels✤ Content types ✤ Guest blogging homework✤ Traditional marketing speak vs. ✤ Q&A content marketing ✤ Bonus content: headline hacks✤ 6 rules of great storytelling and resourses✤ Finding content gold

CONTENT MARKETING IS...✤ Public sharing of an organization’s brain trust✤ It is intended to publicly engage your associations’s target audience on a multitude of channels.✤ Format & platform agnostic✤ Content marketing vs. traditional marketing ✤ Content can be a two-way conversation, instead of traditional interruption-style “push” advertising

VALUE OF CONTENT MARKETING✤ Establish leadership✤ Attract qualiﬁed leads & decrease costs✤ Increase search rank & website trafﬁc✤ Attract new audiences✤ Build value✤ Develop trust & credibility

VALUE OF CONTENT MARKETING -ROI✤ Sermo, online community of U.S. physicians ✤ 90% reduction in cost-per-lead over a direct response campaign ✤ 30% clickthrough rate on its lead generation barrier page✤ Skin MD ✤ Achieved page one Google ranking ✤ Secured distribution in 5000 pharmacies across the United States✤ LocalGetaways.com ✤ Number one way the travel deals site attracts trafﬁc✤ New Media Campaigns ✤ Stopped all other marketing activities and grew its core business by 40 percent using only content marketing

WHY REPURPOSE CONTENT✤ Save time✤ Leverage existing materials✤ Expand your digital footprint✤ Find your audience where they search✤ Showcase your organization’s expertise✤ Provides organizational test drive

CONTENT TYPES

INFOGRAPHIC

SCRIBBLE

ARTICLE TYPES✤ Interviews ✤ Review✤ Top 10 list ✤ News✤ How to... ✤ Announcement✤ White paper ✤ Case study✤ What is... ✤ Survey results✤ Comparison

VIDEO / AUDIO

IT’S NOT MARKETING SPEAK✤ Hard-sell tone of traditional advertising is over✤ Selling through sharing✤ Marketing with value-driven approach✤ Determine your association’s distinct voice ✤ Create branding and messaging guidelines ✤ Explains how your association should be described, identiﬁes your service proposition and the value you bring to the table.

STORYTELLING KEY TO CONTENTPhoto Courtesy: United States Marine Corp

6 RULES OF GREAT STORYTELLING✤ Make it personal & passionate ✤ The ofﬁcial spokesperson may not be your best storyteller. Look for the person who is passionate.✤ Share secrets ✤ People love to believe they are getting information that others may not know.

STORYTELLING Steve Jobs was a 21-year-old college dropout living with his parents when he and two friends✤ Pull the curtain back started Apple in the garage. ✤ Have a great backstory? Virgin’s Richard Branson was Share what’s happening told by his headmaster that he’d behind the scenes. either be in jail or extremely successful. ✤ Cool stories make people talk. "If I had asked people what they wanted, they would have said faster horses." - Henry Ford

STORYTELLING✤ Take a stand ✤ Controversy ✤ If it bleeds it leads

STORYTELLING ✤ Third time is a charm “Lies, damned lies, and statistics.” ✤ The rule of three says that The Three Amigos everything easier to remember in 3s. ‘Sex, Lies, and Videotape’ ✤ Creates a pattern ✤ Three adjectives makes it Three Musketeers better. Life, liberty and the pursuit of happiness ✤ It’s all within 10 feet ✤ Inspiration is in your ofﬁce The Three Little Bears “Location, location, location”

FINDING CONTENT GOLDMost organizations have mountains of under utilized content.

WEBINARS BLES GAM SCRIB ES ICS TICAL TOP 10 HO QU IZ PH VER W ZE GRA NT ATU RE ART ICLE TO S ER E FE IO VIDEO FO ET D IN C. U FF ET A DESHO DI C. SLI WPROCESS✤ A 5 step system to achieve content repurposing nirvana!

STEP ONE - I.D. INSPIRATION PIECE✤ Is it worthy of repurposing? ✤ Do you offer the solution to the problem ✤ Hot industry topic ✤ Is it in some format in ✤ Many questions but few your ofﬁce? answers ✤ Can it be repurposed with ✤ Is the search term rising in minimal or zero research volume ✤ Don’t give away the farm ✤ Does it tie it back to your business objectives

STEP TWO - TARGET AUDIENCE✤ Determine your end audience ✤ Be as granular as possible ✤ Marketing pros vs. marketing directors for mid-sized associations ✤ Numbers don’t count. The right numbers count.

STEP THREE - PRESENTATION✤ Create a slideshow ✤ Just about anything can be distilled down into a slideshow ✤ Include just top line ideas with 3-4 supporting bullets ✤ Get started by: dropping the whole original piece into a slideshow ✤ Edit out or add in as necessary

STEP FOUR - RECORD SLIDESHOW✤ Audio and screen capture (video) slideshow ✤ Record yourself talking through the slideshow✤ Give it away ✤ Give your audio recording and slideshow to a team member or outsource ✤ Clean up the video and audio presentation

STEP FIVE - FEATURE ARTICLE✤ Transcribe the clean audio ✤ Outsource✤ Edit & ﬁnalize for ﬁnal article✤ Now you have: ✤ 4 pieces of content: slideshow, audio - podcast, video, article ✤ TIP: slideshow is great for webinar

REPURPOSING EXTRA CREDIT✤ Infographic✤ Tops list ✤ Quick write and read✤ How to ✤ Short, informative✤ Different verticals ✤ Headline tweak & minor content change

CONTENT DISTRIBUTION

STEP ONE: EVALUATE YOURNETWORK✤ Your site or blog✤ Partner sites or blogs✤ Email database✤ Social media sites ✤ LinkedIn ✤ YouTube ✤ Slideshare

STEP TWO - EXPAND FOOTPRINT✤ Social media sites - Slideshare, YouTube✤ Partner sites✤ Guest post opportunities✤ Industry newsletters✤ Content syndicators

STEP THREE - KEYWORDS✤ Identify keywords for posting: free Google tool - https://adwords.google.com✤ Use this tool to optimize your tags, titles and descriptions✤ Allows readers to more easily ﬁnd your content✤ Be as speciﬁc as possible✤ Keyword phrases need to relate to you content and business model

STEP FOUR - POST PROCESS✤ Establish a posting checklist✤ Support your content strategy with the process ✤ Post on blog/partner sites ✤ Email database/other contacts ✤ Social sites ✤ Press release and / or syndication ✤ Advertising

STEP FOUR - ENGAGE✤ Post, listen, respond✤ Do not ﬁre and forget content✤ Think of it as a conversation

DISTRIBUTION EXTRA CREDIT✤ Guest Blogging ✤ Rules ✤ Generally original content ✤ Provides links back to your site, builds relationships ✤ Leverages other site’s trafﬁc✤ Your homework ✤ Find a guest blogging opportunity at this conference

DISTRIBUTION EXTRA CREDIT✤ Advertising ✤ Google, Facebook, LinkedIn✤ Syndication Services ✤ Video, print

TIME SAVING TIPS✤ Use existing content that doesn’t need additional research✤ Outsource as much as possible✤ Block out time & eliminate distractions✤ Follow a consistent system✤ Know your most productive time✤ Use stock photography & graphics

TIME SAVING TIPS✤ Dictate your content✤ Use the same article for multiple pieces✤ Let ideas percolate before jumping in✤ Write an editorial calendar with headlines✤ Keep an ideas ﬁle✤ Walk away if stuck

DOUBLE SECRET RESOURCES✤ Graphics & Cool Video Intros ✤ VideoHive ✤ MediaLoot ✤ Flickr ✤ PresenterMedia ✤ Fotolia ✤ istockphoto

RESOURCES - AUDIO/VIDEO✤ Audio/Video resources ✤ Sweetwater.com (purchasing equipment) ✤ IShowU (MAC) ✤ QuickTime ✤ Camptasia

RESOURCES✤ Transcription ✤ DailyTranscription.com✤ Audio/video editing, transcribing ✤ Fiverr.com

NEED MORE INFORMATION?Carin Galletta OliverInk FoundryDirect: 415.508.5796Email: carin@inkfoundry.comTwitter: @inkfoundryFacebook: Facebook.com/SocialMediaGo

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Repurposing Existing Materials To Create Killer Content

by Carin Oliver on Dec 06, 2011

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