Repurposing Existing Materials To Create Killer Content

  • 2,269 views
Uploaded on

Repurposing existing materials lurking around your office will save time, reduce costs and attract groupies like you are the Beatles.

Repurposing existing materials lurking around your office will save time, reduce costs and attract groupies like you are the Beatles.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Hey Justin! Thanks for favorite-ing (is that a word?) my presentation. Let me know if you have any questions on content.
    Are you sure you want to
    Your message goes here
  • Thanks! Let me know if you have any additional questions.
    Are you sure you want to
    Your message goes here
  • Hey there! Let me know if you have questions that I can answer about content marketing. Cheers - Carin (email: carin at inkfoundry.com)
    Are you sure you want to
    Your message goes here
  • Hi - thanks for sharing our presentation, let me know if there are any questions I can answer. Cheers - Carin (email: carin at inkfoundry.com)
    Are you sure you want to
    Your message goes here
  • thanks for favoriting (is that a word?) our presentation. Let me know if you have any questions. Cheers - Carin
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,269
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
56
Comments
5
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

Transcript

  • 1. 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
  • 2. 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
  • 3. 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
  • 4. VALUE OF CONTENT MARKETING✤ Establish leadership✤ Attract qualified leads & decrease costs✤ Increase search rank & website traffic✤ Attract new audiences✤ Build value✤ Develop trust & credibility
  • 5. 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
  • 6. 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
  • 7. CONTENT TYPES
  • 8. INFOGRAPHIC
  • 9. SCRIBBLE
  • 10. ARTICLE TYPES✤ Interviews ✤ Review✤ Top 10 list ✤ News✤ How to... ✤ Announcement✤ White paper ✤ Case study✤ What is... ✤ Survey results✤ Comparison
  • 11. VIDEO / AUDIO
  • 12. 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.
  • 13. STORYTELLING KEY TO CONTENTPhoto Courtesy: United States Marine Corp
  • 14. 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.
  • 15. 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
  • 16. STORYTELLING✤ Take a stand ✤ Controversy ✤ If it bleeds it leads
  • 17. 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”
  • 18. FINDING CONTENT GOLDMost organizations have mountains of under utilized content.
  • 19. 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!
  • 20. 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
  • 21. 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.
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. REPURPOSING EXTRA CREDIT✤ Infographic✤ Tops list ✤ Quick write and read✤ How to ✤ Short, informative✤ Different verticals ✤ Headline tweak & minor content change
  • 26. CONTENT DISTRIBUTION
  • 27. STEP ONE: EVALUATE YOURNETWORK✤ Your site or blog✤ Partner sites or blogs✤ Email database✤ Social media sites ✤ LinkedIn ✤ YouTube ✤ Slideshare
  • 28. STEP TWO - EXPAND FOOTPRINT✤ Social media sites - Slideshare, YouTube✤ Partner sites✤ Guest post opportunities✤ Industry newsletters✤ Content syndicators
  • 29. 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
  • 30. 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
  • 31. STEP FOUR - ENGAGE✤ Post, listen, respond✤ Do not fire and forget content✤ Think of it as a conversation
  • 32. 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
  • 33. DISTRIBUTION EXTRA CREDIT✤ Advertising ✤ Google, Facebook, LinkedIn✤ Syndication Services ✤ Video, print
  • 34. 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
  • 35. 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
  • 36. DOUBLE SECRET RESOURCES✤ Graphics & Cool Video Intros ✤ VideoHive ✤ MediaLoot ✤ Flickr ✤ PresenterMedia ✤ Fotolia ✤ istockphoto
  • 37. RESOURCES - AUDIO/VIDEO✤ Audio/Video resources ✤ Sweetwater.com (purchasing equipment) ✤ IShowU (MAC) ✤ QuickTime ✤ Camptasia
  • 38. RESOURCES✤ Transcription ✤ DailyTranscription.com✤ Audio/video editing, transcribing ✤ Fiverr.com
  • 39. NEED MORE INFORMATION?Carin Galletta OliverInk FoundryDirect: 415.508.5796Email: carin@inkfoundry.comTwitter: @inkfoundryFacebook: Facebook.com/SocialMediaGo