The Care and Feeding of Content Monsters Pamela Reilly @IndyHealer @PamelaReilly1 Good Works Wellnesshttp://goodworkswellness.com
Start at the Beginning• The Basics – Identify your purpose and set goals – Have a content calendar – Know your audience: • Identify your ideal audience • Know your existing audience – Identify goals• Create a content development and repurposing plan – Identify ALL content sources – Craft a plan for using a variety of sources to generate content
Key Content Generators• Employees• Customers• Existing documentation• Website content• Current events• Industry trends• Content Curators/Aggregators• Website and blog statistics• SEO strategy
Use Your Stats!• Make note of which posts/pages/topics receive the most hits• Compare your stats and your SEO strategy – Adjust SEO strategy as needed – Modify content calendar to target new topics/words• Watch Alexa ranking to judge overall effectiveness of campaigns• Watch stats to fine-tune scheduling
Most Ignored Content Generators• Mission statement• Business plan• Contracts / new customer info• Customer questions• Social media interactions / Blog comments• Press releases• Pictures / Graphics• Calendar• Guest posts
Ignored Sources of Existing ContentAny and all of the following may be repurposed to generate new content: • Emails • Employee handbooks • Contracts • Marketing Materials • Presentations / Classes / Webinars • Old blog posts • White papers / Articles • User guides / Instructional materials • Press releases • Pictures / Graphics
Get Creative!!Identify and write about: • Pain points for customers • Myths you can debunk • Upcoming new products and updates to products • Unique uses for your product or service • Completely wrong uses for your product or service • Common problems your service can fix • Write about a business or service you use • Use dichotomy to get attention: “10 Things About Composting I learned from Kim Kardashian”
Why Re-Purpose Content?• Is the most efficient method of generating content• Ensures consistency• Can help reinforce a message or clarify a point• Strengthens branding• Strengthens SEO• If a content piece worked once, multiply those results by using it again
Downcycling ContentDowncycle* content by turning large pieces of content into: • Short newsletter articles • Whitepapers/free give-aways • Short videos • Simple list posts (“Top 10”) • Infographic • Surveys • Facebook/LinkedIn/Google+ posts • Tweets *Include a call to action when appropriate
Upcycling ContentUpcycle* content by turning small pieces of content into: • Newsletter articles • Videos • White Papers • Ebooks • How-to articles or instructional guides • Presentations / Webinars • Drip campaigns / Thank you pages / Autoresponders • Guest posts on other sites *Include a call to action when appropriate
Upcycling for MarketingUse existing posts or content in the following ways to boost website hits andincrease exposure: • Include a portion of content in “thank you” pages and autoresponders • Include links to specific posts in email signatures • Include a link to a free download on business cards • List a collection of posts on a specific topic and use as a newsletter article • Use a portion of a content piece in autoresponders • Include a content piece in follow-up emails from customer conversations or marketing visits • Create a custom RSS feed
“Re-Blogging”To “re-blog,” take an existing blog post or posts and repurpose in any of thefollowing ways: • Recreate for a different audience/season/need • Pull one point from a post and provide more detail • Write on the same topic from a different perspective • Turn an information post into a “how to” post • Create a “best of” list post • Create an off-the-cuff video based on a blog post • Re-write to focus on a different SEO target • Update a post based on new developments • Create an FAQ page or FAQ blog postMajor bonus points if you get the “Monster” joke on this slide
Content Plan: OGRE• Organize: Set goals and plan your repurposing strategy• Group: Identify posts to repurpose, topics to focus on, etc.• Re-work & Implement: Create repurposed pieces and publish• Evaluate: Track stats and social media engagement to see which pieces moved you closest to meeting your goals
Please Keep in Touch!Pamela ReillyJoin Newsletter: Text GOODWORKS to 22828Good Works Wellness Research, LLChttp://goodworkswellness.com@IndyHealer@PamelaReilly1
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