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Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
Reduce, Reuse, Recycle: How to get the most out of your content.
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Reduce, Reuse, Recycle: How to get the most out of your content.

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Presentation by Sarah Bedrick, HubSpot Academy Senior Inbound Marketing Professor, at our Toronto HUG Year-End Meetup.

Presentation by Sarah Bedrick, HubSpot Academy Senior Inbound Marketing Professor, at our Toronto HUG Year-End Meetup.

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  • 1. REDUCE, REUSE, RECYCLE: How to get the most out of your content.
  • 2. Sarah Bedrick @sbedrick Inbound Marketing Professor, HubSpot Academy Team owns a craft beer blog for girls.
  • 3. #TorontoHUG
  • 4. #HubSpotting
  • 5. AGENDA. 1. Why create content? 2. Best practices for content creation. 3. Why reduce, reuse and recycle. 4. How to reduce, reuse and recycle. 5. Q/A session.
  • 6. 1 WHY CREATE CONTENT?
  • 7. Content, what is it anyhow?
  • 8. Content = information. Blog posts ebooks webinars Informational kids videos Checklists Buying guides White papers Slide-share decks Offers Case studies Webinars
  • 9. CONTENT IS WHAT YOUR ENTIRE SITE LIVES & BREATHES ON.
  • 10. MARCUS SHERIDAN. • Owned a failing pool company. • Bought in to inbound marketing as a last ditch resort. • Created content, upon content, upon content.
  • 11. 2 BEST PRACTICES FOR CONTENT CREATION.
  • 12. HOW TO CREATE GREAT CONTENT 1 Buyer personas 2 The Buyer’s Journey
  • 13. Buyer Personas Q: What are they?
  • 14. BUYER PERSONAS are fictional characters marketers create by doing research. They represent your ideal customer & help refine your marketing activities.
  • 15. BUYER PERSONAS are fictional characters marketers create by doing research. They represent your ideal customer & help refine your marketing activities.
  • 16. The Buyer’s Journey Q: What is it?
  • 17. The Buyer’s Journey The research process people go through leading up to making a purchase.
  • 18. CONTENT: Blog posts ebooks webinars Informational kids videos Checklists Buying guides White papers Slide-share decks Offers Case studies Webinars
  • 19. THE BUYER’S JOURNEY
  • 20. THE BUYER’S JOURNEY
  • 21. Specific content offers are more relevant to buyer’s at specific times during the buyer’s journey.
  • 22. NOW LET’S CREATE CONTENT.
  • 23. QUESTIONS TO ASK TO DRIVE CONTENT CREATION 1. How do you do X 2. What to look for in X 3. What X means for you 4. How to X 5. Why you need to know about X 6. Where to find X
  • 24. WHAT QUESTIONS DO YOU HEAR MOST FREQUENTLY? Send out a survey to your sales department Ask about FAQs—then answer them in your content.
  • 25. WAYS TO BRAINSTORM NEW CONTENT Stay on top of industryrelated news: set up an RSS feed or subscribe to relevant industry blogs to see what's happening.
  • 26. WAYS TO BRAINSTORM NEW CONTENT Monitor social conversations: Many people go to Twitter or Facebook to ask for recommendations. • What are people talking about? • What are people interested in? • What are they asking questions about?
  • 27. ANNUAL OR SEASONAL PUBLICATIONS Write annual best-of feature: compile most popular posts for December eBook, top list of products and/or services, great reading, etc.
  • 28. DON’T WANT TO WRITE? Conduct webinars, create short videos answering questions, use a Slideshare deck, or use other video Pro tip: transcribe your video or image to get SEO credit!
  • 29. DON’T HAVE TIME TO WRITE? It must be a priority to be successful. Hire writers. Pro tip: websites like Zerys & WriterAccess can help!
  • 30. HOW ABOUT YOU? How do you come up with ideas for content?
  • 31. 3 WHY REDUCE, REUSE & RECYCLE.
  • 32. WHY REDUCE, REUSE, RECYCLE: 1 Saves time. 2 Saves money. 3 Leads to more content, easily. 4 Leads to more visitors, leads, customers & promoters.
  • 33. 4 HOW TO REDUCE, REUSE & RECYCLE.
  • 34. Repurposing existing content. You probably already have a lot of content—now you just need to find it.
  • 35. STRATEGIES FOR RE-PURPOSING EXISTING CONTENT
  • 36. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT
  • 37. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas
  • 38. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas FREE eBook! Complimentary Whitepaper.
  • 39. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas 2. Bundle existing blog posts to turn in to offers
  • 40. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas 2. Bundle existing blog posts to turn in to offers }
  • 41. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas 2. Bundle existing blog posts to turn in to offers 3. Use excerpts of existing offers for blog posts
  • 42. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas 2. Bundle existing blog posts to turn in to offers 3. Use excerpts of existing offers for blog posts }
  • 43. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas 2. Bundle existing blog posts to turn in to offers 3. Use excerpts of existing offers for blog posts 4. Combine related offers & turn in to kits + }
  • 44. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas 2. Bundle existing blog posts to turn in to offers 3. Use excerpts of existing offers for blog posts 4. Combine related offers & turn in to kits 5. Re-use existing content in differing formats & sites
  • 45. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas 2. Bundle existing blog posts to turn in to offers 3. Use excerpts of existing offers for blog posts 4. Combine related offers & turn in to kits 5. Re-use existing content in differing formats & sites YouTube video Slide Share Podcast
  • 46. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 6. Update existing content.
  • 47. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 6. Update existing content. 7. Repurpose blog comments for content creation
  • 48. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 6. Update existing content. 7. Repurpose blog comments for content creation 8. Repurpose social media conversations for content
  • 49. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 6. Update existing content. 7. Repurpose blog comments 8. Repurpose social media conversations for content
  • 50. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 9. Transform internal presentations into external blog posts, offers & different formats
  • 51. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 9. Transform internal presentations into external blog posts, offers & different formats 10. How about you?
  • 52. ORGANIZE YOUR CONTENT.
  • 53. MAP YOUR CONTENT FOR YOURSELF.
  • 54. MAP YOUR CONTENT FOR OTHERS.
  • 55. CUSTOM COLLECTIONS
  • 56. CUSTOM COLLECTIONS
  • 57. NOW TIME TO PROMOTE.
  • 58. PROMOTE YOUR CONTENT: Twitter Quora Google Plus LinkedIn Add to email nurturing campaigns Facebook Pinterest
  • 59. PROMOTING YOUR CONTENT: JUST A FEW TIPS 1. Tailor your message to the medium.
  • 60. PROMOTING YOUR CONTENT: JUST A FEW TIPS 1. Tailor your message to the medium. 2. Keep your company’s style guide in mind.
  • 61. PROMOTING YOUR CONTENT: JUST A FEW TIPS 1. Tailor your message to the medium. 2. Keep your company’s style guide in mind. 3. Make them valuable, helpful & engaging.
  • 62. PROMOTING YOUR CONTENT: JUST A FEW TIPS 1. Tailor your message to the medium. 2. Keep your company’s style guide in mind. 3. Make them valuable, helpful & engaging. 4. Make them easy to share.
  • 63. PROMOTING YOUR CONTENT: JUST A FEW TIPS 1. Tailor your message to the medium. 2. Keep your company’s style guide in mind. 3. Make them valuable, helpful & engaging. 4. Make them easy to share. 5. How about you?
  • 64. THANK YOU! Q&A TIME REACH OUT ON TWITTER:
  • 65. RESOURCES. 1 Buyer Persona Information 2 The Buyer’s Journey Information 3 Content Mapper Worksheet

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