Repurpose, Reuse and Refresh Content


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Learn how to repurpose, reuse and refresh content.

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Repurpose, Reuse and Refresh Content

  1. 1. Repurpose Reuse Refresh Content @PamDidner
  2. 2. Use Content to Drive Conversion But before you Repurpose Reuse Refresh
  3. 3. Let’s sit back And think for a minute
  4. 4. 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
  5. 5. Understand your audience through §  Buyer Research §  Seller Interviews §  Keyword Search §  Social Listening §  Observations
  6. 6. 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
  7. 7. 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
  8. 8. Create your own persona Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?
  9. 9. Persona provides insights to editorial planning Brainstorm Topics Editorial Calendar Pain Points Desires Jobs Description Attributes Budget Keyword Search Demo- graphics
  10. 10. Use editorial topics To determine content list
  11. 11. Be very focused You can’t please everyone
  12. 12. Editorial Topics Yearly Monthly Weekly Daily Hourly Tactics (Social / Paid) Strategic Tactics (Social / Paid) Tactics (Social / Paid) Strategic
  13. 13. Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov 2013 Dec Topics Cloud Product Launch #1Mobility 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)
  14. 14. Editorial Topics Weekly and Daily
  15. 15. Useful Links: Free Content Marketing Tools 2014: Content planning, creation and marketing made easy Content Marketing for better planning, management and tracking Divvy HQ Gather Content Kapost Compendium Select content planning tools WordPress Trello Opal Moments
  16. 16. Options to Create Content Create original content or curate third party content
  17. 17. All the time It’s hard to create new and original content
  18. 18. Curated content does not perform as well As original content
  19. 19. Repurpose, Reuse, Repackage (RRR) The option between original and curated content?
  20. 20. 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 a new piece of content Three Possible Options
  21. 21. 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
  22. 22. 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
  23. 23. Short Form Examples 18-pages of White Paper 600 to 800 word blog posts Source: Intel
  24. 24. Social Content Examples Source: Intel
  25. 25. 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    
  26. 26. eBooks: Blogs: Blogs eBooks Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  27. 27. Infographics Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  28. 28. The Webinar: Physical Book: The Webinar Physical Book Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  29. 29. One more step: Take it Global Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  30. 30. 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
  31. 31. 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
  32. 32. A Example 3: RRR different pieces of content to one or different audience CEO announcement of new products: a video A new video3 to 4 slides of new product benefits. Call to action: a demo Customers sharing their pain points =++ B   C   D  
  33. 33. Ok, so it’s time consuming And expensive to RRR
  34. 34. There was only a small budget? But what if
  35. 35. You will need to wear several hats §  Editor §  Content Creator §  Program Manager §  Writer §  Agency §  Creative
  36. 36. From partners and manufacturers Leverage free content
  37. 37. Solution Brief – co-branded from partner This content is created by Juniper. Offer it free to its channel partners for co-branding Source:  Vology  
  38. 38. Use fiverr, tenrr To find freelancers
  39. 39. 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…