REDUCE, REUSE,
RECYCLE:
How to get the
most out of your
content.
Sarah

Bedrick
@sbedrick
Inbound Marketing Professor,
HubSpot Academy Team

owns a craft beer blog for girls.
#TorontoHUG
#HubSpotting
AGENDA.
1. Why create content?
2. Best practices for content creation.
3. Why reduce, reuse and recycle.
4. How to reduce,...
1

WHY
CREATE CONTENT?
Content,
what is it anyhow?
Content = information.
Blog posts
ebooks

webinars

Informational kids
videos

Checklists

Buying guides

White papers

Sl...
CONTENT IS
WHAT YOUR ENTIRE
SITE LIVES & BREATHES ON.
MARCUS
SHERIDAN.
• Owned a failing pool
company.
• Bought in to inbound
marketing as a last ditch
resort.
• Created conten...
2

BEST PRACTICES FOR
CONTENT CREATION.
HOW TO CREATE GREAT CONTENT

1

Buyer personas

2

The Buyer’s Journey
Buyer Personas
Q: What are they?
BUYER
PERSONAS
are fictional characters
marketers create by doing
research. They represent
your ideal customer & help
refi...
BUYER
PERSONAS
are fictional characters
marketers create by doing
research. They represent
your ideal customer & help
refi...
The Buyer’s Journey
Q: What is it?
The Buyer’s Journey
The research process people go
through leading up to making a
purchase.
CONTENT:
Blog posts
ebooks

webinars

Informational kids
videos

Checklists

Buying guides

White papers

Slide-share deck...
THE BUYER’S JOURNEY
THE BUYER’S JOURNEY
Specific content offers are
more relevant to buyer’s at
specific times during the
buyer’s journey.
NOW LET’S
CREATE CONTENT.
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...
WHAT QUESTIONS DO
YOU HEAR MOST
FREQUENTLY?
Send out a survey to your
sales department Ask about
FAQs—then answer them in
...
WAYS TO
BRAINSTORM NEW CONTENT
Stay on top of industryrelated news: set up an
RSS feed or subscribe to
relevant industry b...
WAYS TO
BRAINSTORM NEW
CONTENT
Monitor social conversations: Many
people go to Twitter or Facebook to
ask for recommendati...
ANNUAL OR
SEASONAL
PUBLICATIONS
Write annual best-of
feature: compile most
popular posts for
December eBook, top
list of p...
DON’T WANT TO
WRITE?
Conduct webinars, create
short videos answering
questions, use a
Slideshare deck, or use
other video
...
DON’T HAVE TIME
TO WRITE?
It must be a priority to be
successful.
Hire writers.

Pro tip: websites like Zerys &
WriterAcce...
HOW
ABOUT YOU?
How do you come up
with ideas for content?
3

WHY REDUCE,
REUSE & RECYCLE.
WHY REDUCE, REUSE, RECYCLE:
1

Saves time.

2

Saves money.

3

Leads to more content, easily.

4

Leads to more visitors,...
4

HOW TO REDUCE,
REUSE & RECYCLE.
Repurposing existing
content.

You probably already have a lot of
content—now you just need to find it.
STRATEGIES FOR
RE-PURPOSING
EXISTING CONTENT
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas

FREE
eBook!

Complimenta...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog p...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog p...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog p...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog p...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog p...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog p...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog p...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
6. Update existing content.
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
6. Update existing content.
7. Repurpose blog comments for content creatio...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
6. Update existing content.
7. Repurpose blog comments for content creatio...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
6. Update existing content.
7. Repurpose blog comments
8. Repurpose social...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT

9. Transform internal presentations into external blog
posts, offers & di...
11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT

9. Transform internal presentations into external blog
posts, offers & di...
ORGANIZE
YOUR CONTENT.
MAP YOUR CONTENT FOR YOURSELF.
MAP YOUR CONTENT FOR OTHERS.
CUSTOM COLLECTIONS
CUSTOM COLLECTIONS
NOW TIME
TO PROMOTE.
PROMOTE YOUR CONTENT:
Twitter

Quora
Google Plus
LinkedIn
Add to email nurturing campaigns
Facebook

Pinterest
PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
2. Keep your company’s style guide in mind.
PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
2. Keep your company’s style guide in mind.
...
PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
2. Keep your company’s style guide in mind.
...
PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
2. Keep your company’s style guide in mind.
...
THANK YOU!
Q&A TIME

REACH OUT ON TWITTER:
RESOURCES.
1

Buyer Persona Information

2

The Buyer’s Journey Information

3

Content Mapper Worksheet
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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You spend a lot of time creating content - and we want to help you to get the most out of it. In this presentation you'll get the tips and tricks to creating great content from the beginning - and then learn ways to be more efficient and promote it like a pro.

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Reduce, reuse, recycle: How to get the most out of your content.

  1. 1. REDUCE, REUSE, RECYCLE: How to get the most out of your content.
  2. 2. Sarah Bedrick @sbedrick Inbound Marketing Professor, HubSpot Academy Team owns a craft beer blog for girls.
  3. 3. #TorontoHUG
  4. 4. #HubSpotting
  5. 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. 6. 1 WHY CREATE CONTENT?
  7. 7. Content, what is it anyhow?
  8. 8. Content = information. Blog posts ebooks webinars Informational kids videos Checklists Buying guides White papers Slide-share decks Offers Case studies Webinars
  9. 9. CONTENT IS WHAT YOUR ENTIRE SITE LIVES & BREATHES ON.
  10. 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. 11. 2 BEST PRACTICES FOR CONTENT CREATION.
  12. 12. HOW TO CREATE GREAT CONTENT 1 Buyer personas 2 The Buyer’s Journey
  13. 13. Buyer Personas Q: What are they?
  14. 14. BUYER PERSONAS are fictional characters marketers create by doing research. They represent your ideal customer & help refine your marketing activities.
  15. 15. BUYER PERSONAS are fictional characters marketers create by doing research. They represent your ideal customer & help refine your marketing activities.
  16. 16. The Buyer’s Journey Q: What is it?
  17. 17. The Buyer’s Journey The research process people go through leading up to making a purchase.
  18. 18. CONTENT: Blog posts ebooks webinars Informational kids videos Checklists Buying guides White papers Slide-share decks Offers Case studies Webinars
  19. 19. THE BUYER’S JOURNEY
  20. 20. THE BUYER’S JOURNEY
  21. 21. Specific content offers are more relevant to buyer’s at specific times during the buyer’s journey.
  22. 22. NOW LET’S CREATE CONTENT.
  23. 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. 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. 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. 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. 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. 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. 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. 30. HOW ABOUT YOU? How do you come up with ideas for content?
  31. 31. 3 WHY REDUCE, REUSE & RECYCLE.
  32. 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. 33. 4 HOW TO REDUCE, REUSE & RECYCLE.
  34. 34. Repurposing existing content. You probably already have a lot of content—now you just need to find it.
  35. 35. STRATEGIES FOR RE-PURPOSING EXISTING CONTENT
  36. 36. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT
  37. 37. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas
  38. 38. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 1. Tailor existing content to different personas FREE eBook! Complimentary Whitepaper.
  39. 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. 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. 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. 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. 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. 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. 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. 46. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 6. Update existing content.
  47. 47. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 6. Update existing content. 7. Repurpose blog comments for content creation
  48. 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. 49. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 6. Update existing content. 7. Repurpose blog comments 8. Repurpose social media conversations for content
  50. 50. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 9. Transform internal presentations into external blog posts, offers & different formats
  51. 51. 11 STRATEGIES FOR RE-PURPOSING EXISTING CONTENT 9. Transform internal presentations into external blog posts, offers & different formats 10. How about you?
  52. 52. ORGANIZE YOUR CONTENT.
  53. 53. MAP YOUR CONTENT FOR YOURSELF.
  54. 54. MAP YOUR CONTENT FOR OTHERS.
  55. 55. CUSTOM COLLECTIONS
  56. 56. CUSTOM COLLECTIONS
  57. 57. NOW TIME TO PROMOTE.
  58. 58. PROMOTE YOUR CONTENT: Twitter Quora Google Plus LinkedIn Add to email nurturing campaigns Facebook Pinterest
  59. 59. PROMOTING YOUR CONTENT: JUST A FEW TIPS 1. Tailor your message to the medium.
  60. 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. 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. 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. 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. 64. THANK YOU! Q&A TIME REACH OUT ON TWITTER:
  65. 65. RESOURCES. 1 Buyer Persona Information 2 The Buyer’s Journey Information 3 Content Mapper Worksheet
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