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Repurpose, Reuse and Refresh Content

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Learn how to repurpose, reuse and refresh content.

Learn how to repurpose, reuse and refresh content.

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  • 1. Repurpose Reuse Refresh Content @PamDidner
  • 2. Use Content to Drive Conversion But before you Repurpose Reuse Refresh
  • 3. Let’s sit back And think for a minute
  • 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. Understand your audience through §  Buyer Research §  Seller Interviews §  Keyword Search §  Social Listening §  Observations
  • 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. 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. Create your own persona Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?
  • 9. Persona provides insights to editorial planning Brainstorm Topics Editorial Calendar Pain Points Desires Jobs Description Attributes Budget Keyword Search Demo- graphics
  • 10. Use editorial topics To determine content list
  • 11. Be very focused You can’t please everyone
  • 12. Editorial Topics Yearly Monthly Weekly Daily Hourly Tactics (Social / Paid) Strategic Tactics (Social / Paid) Tactics (Social / Paid) Strategic
  • 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. Editorial Topics Weekly and Daily
  • 15. Useful Links: Free Content Marketing Tools 2014: Content planning, creation and marketing made easy http://blog.woorank.com/2014/02/free-content-marketing-tools-2014-content-marketing-easy/ Content Marketing for better planning, management and tracking http://www.toprankblog.com/2013/08/5-content-marketing-planning-tools/ Divvy HQ Gather Content Kapost Compendium Select content planning tools WordPress Trello Opal Moments
  • 16. Options to Create Content Create original content or curate third party content
  • 17. All the time It’s hard to create new and original content
  • 18. Curated content does not perform as well As original content
  • 19. Repurpose, Reuse, Repackage (RRR) The option between original and curated content?
  • 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. 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. 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. Short Form Examples 18-pages of White Paper 600 to 800 word blog posts Source: Intel
  • 24. Social Content Examples Source: Intel
  • 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. eBooks: Blogs: Blogs eBooks Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  • 27. Infographics Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  • 28. The Webinar: Physical Book: The Webinar Physical Book Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  • 29. One more step: Take it Global Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  • 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. 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. 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. Ok, so it’s time consuming And expensive to RRR
  • 34. There was only a small budget? But what if
  • 35. You will need to wear several hats §  Editor §  Content Creator §  Program Manager §  Writer §  Agency §  Creative
  • 36. From partners and manufacturers Leverage free content
  • 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. Use fiverr, tenrr To find freelancers
  • 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…