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Lee Odden - Hungry For Better Content

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INBOUND 2015

Published in: Marketing

Lee Odden - Hungry For Better Content

  1. 1. INBOUND15 HUNGRY FOR BETTER CONTENT What the Mighty Hamburger Can Teach Us About Repurposing & Personalizing with Modular Content @LeeOdden CEO, TopRankMarketing.com
  2. 2. INBOUND15@leeodden Content is King. It’s the Kingdom! isn’t
  3. 3. INBOUND15@leeodden content marketing institute content marketing content marketing institute content marketing world content marketing strategy content marketing examples content marketing definition content marketing agency content marketing jobs content marketing conference content marketing tools content marketing world content marketing strategy content marketing examples content marketing definition content marketing agency content marketing jobs content marketing content marketing plan content marketing agency content marketing awards content marketing association content marketing analytics content marketing and seo content marketing social media content marketing articles content marketing automation content marketing academy content marketing audit content marketing blogs content marketing best practices content marketing books content marketing blueprint content marketing b2b content marketing budget content marketing basics content marketing benefits content marketing brands content marketing conference content marketing companies content marketing conferences content marketing calendar content marketing template content marketing certification content marketing case studies content marketing campaign content marketing consultant content marketing channels content marketing definition content marketing defined content marketing director content marketing degree content marketing distribution content marketing job description content marketing data content marketing dictionary Content Demands Can Be Overwhelming! Photo: Shutterstock We need a new, original blog post every day. Can you get on that? Can you create 2 new ebooks, 12 social messages each and an infographic? Tomorrow? We need a new content plan with personas for 12 customer segments each broken out by a 4 stage buying cycle. Oh, and could you do that for each region?
  4. 4. INBOUND15@leeodden 50% of marketers say producing content consistently is a top challenge. CMI/MarketingProfs
  5. 5. INBOUND15@leeodden There Are Many Content Marketing Tactics http://tprk.us/30cmtactics 30 Content Marketing Tactics
  6. 6. INBOUND15@leeodden Solution? Repurposing!
  7. 7. INBOUND15@leeodden 122 assets from one eBook! marketeer.kapost.com/example-of-a-content-pillar
  8. 8. INBOUND15@leeodden Photo @rickramoscom
  9. 9. INBOUND15@leeodden Find the Balance What is most efficient for you to repurpose? What content do your customers really want? Why can’t we have both? Photos: Shutterstock
  10. 10. INBOUND15@leeodden WE CAN! With a Modular & Customer Focused Approach to Content
  11. 11. INBOUND15@leeodden Planning, creating and repurposing component pieces of information and media organized by topic, keyword, customer focus and type. By “Modular Content” I mean…
  12. 12. INBOUND15@leeodden Winning @Modular Content: Event eBooks 13 eBooks 262 Influencers (200 original) 870,684 views (1m incl. blog posts) Repurposed MANY ways
  13. 13. INBOUND15@leeodden Large Asset Blog Post Infographics Industry Article Micro-ContentThemed Content Elements Modular Repurposing Schema
  14. 14. INBOUND15@leeodden Winning @Content Repurposing Themed Tips/Quotes Social Network Posts (text and images) Keyword SEO & Cross Linking eBook Blog Posts Infographic Newsletter Guest Posts Articles Guides Checklists Presentations
  15. 15. INBOUND15@leeodden It’s Time for a Mighty Metaphor
  16. 16. INBOUND15@leeodden Enter The Content Burger Photo: Shutterstock
  17. 17. INBOUND15@leeodden Consider the Ingredients Photo: Shutterstock
  18. 18. INBOUND15@leeodden There Are So Many Options! Photos: ShutterstockPhotos: Shutterstock
  19. 19. INBOUND15@leeodden What Kind of Content Burger Do Your Customers Want? Photos: Shutterstock
  20. 20. INBOUND15@leeodden Content Ingredients Tips Quotes How to’s Statistics Examples Case Studies Any Facts Relevant to the Theme & Customers Photos: Shutterstock
  21. 21. INBOUND15@leeodden Modular Content Planning
  22. 22. INBOUND15@leeodden Know Your Customers Content Marketing provides answers and experiences for buyers to inform and inspire them to the logical conclusion that your brand is the solution to their problem.
  23. 23. INBOUND15@leeodden Customer Content Journey awareness consideration purchase retention advocacy P R Radio TV Print Word of Mouth Direct Mail Email Ecommerce Store FAQ Knowledge Base Promotions Newsletter Social Networks BlogWebsite Community Forum Online Ads Email PPC Social Ads Blog Reviews Media
  24. 24. INBOUND15@leeodden Photos: Shutterstock Discover $$$ Act Consume Start with Customers, Not Content
  25. 25. INBOUND15@leeodden Brand USP Customer Focus USP USP USP USP USP USP SEO/SEM Social Networks Content Marketing Industry Media & News AdvertisingCreate Signals of Credibility Wherever Your Customers Are Influencers Photo: Shutterstock
  26. 26. INBOUND15@leeodden Be the best answer. @leeodden
  27. 27. INBOUND15@leeodden • IDENTIFY CORE CONCEPTS important to answering customer questions during the buying experience. • CREATE & CURATE CONTENT around those ideas: text, images, audio, video relevant to your target audience. • USE CONTENT SNIPPTS AS INGREDIENTS for your content marketing, including repurposing. What Do Your Customers Care About?
  28. 28. INBOUND15@leeodden Optimize the Customer Journey Search Keywords Social Topics Advertising Publications Events Word of Mouth Text, Images, Audio, Video Mobile, Tablet, Computer Formal, Funny, Long, Short Social Share Engage Subscribe Register Inquire Buy Photos: Shutterstock Attract Engage Convert
  29. 29. INBOUND15@leeodden Customer-Centric Modular Content Target Audience 1 Target Audience 2 Target Audience 3 Early What is X What is X What is X Middle How to use X How to use X How to use X Late Next steps Next steps Next steps Answer buyer questions based on stage in the buying cycle Photos: Shutterstock
  30. 30. INBOUND15@leeodden Modular Content Grid Organize Content Snippets by Keyword Cite Sources, Especially Influencers Keyword/Topic Type Content Influencer Bacon Statistic “87% of people who buy bacon in bulk are happy.” Dr. Heford Milk (Psychologist) Pork Quote “If you want to save the environment from animal sourced greenhouse gasses, eat pork, not beef”. Dr. Bob Bovine (Scientist) Ham Tip “If you’re on a diet, skip burgers and go for a delicious ham sandwich, low in fat, high in taste.” Cow Moo (Nutritionist) Photo: panoramio
  31. 31. INBOUND15@leeodden Create Templates for Repurposing Cross Posted Blogs Social Networks Industry Media Customer Pain Branding Target Topic Brand Solution Keyword Promo Keyword Promo CTA Image Asset Keyword Promo Image Assets Brand Story / USP Customer Pain/Goals = Themes, Topics, Keywords SEO Target Topic Social Networks
  32. 32. INBOUND15@leeodden What Secret Burger Ingredient Can Make Your Content POP?
  33. 33. INBOUND15@leeodden BACON! aka Influencers Businesses are making $6.50 for each $1 spent on influencer marketing with the top 13% earning $20 or more. (Tomoson)Or Ann Handley
  34. 34. INBOUND15@leeodden
  35. 35. INBOUND15@leeodden Add Influencers to the Modular Mix Empathy with Customer Pain Influencer Content Keyword Optimized Topic Focus CTA Social Proof & Share Influencer Content Influencer Content Keyword Optimized Influencer Content Influencer Content Influencer Content POP!
  36. 36. INBOUND15@leeodden 5 Content Repurposing Tactics
  37. 37. INBOUND15@leeodden 1. Big to Small (Most Common) Social Media LinkedIn Facebook Twitter Tips Tactics Quotes
  38. 38. INBOUND15@leeodden 2. Small to Big: Themed News Curation viralnewschart buzzsumo
  39. 39. INBOUND15@leeodden 2. Small to Big: Themed News Curation Social Curation Blog News Post Email Newsletter
  40. 40. INBOUND15@leeodden 3. Small to Big: Nuggets • Research stats, quotes, short tips • Organize in a spreadsheet by target audience buying stage • Make some into images (Canva, Pixlr, Over) • Schedule in social shares • Compile into listicles • Use in newsletters • Use in blog posts • Use in articles to media • Use in presentations
  41. 41. INBOUND15@leeodden Repurpose Small to Big
  42. 42. INBOUND15@leeodden 4. Explode Interviews Guided by Keyword Themes: • Ask a mix of unique & repeat questions • Post original interviews • Repurpose in an eBook, social shares • For each repeat question, compile the answers & publish as a new article
  43. 43. INBOUND15@leeodden 5. Thought Leadership Identify a key trend your customers care about Poll industry influencers for their insights, predictions Add your own insights as well PUBLISH eBook Blog Posts Guide REPURPOSE Industry Pubs Guest Blog Posts Infographic Newsletter Presentations EXTEND Follow up In-Depth Interviews
  44. 44. INBOUND15@leeodden Where Repurposing Fits: Content Maturity Stasis Production Utility Storytelling Monetization Focus: status quo Static Few resources Initial experiments Brand centric Focus: quantity Strategy Process Creation “More is Better” SEO centric Focus: quality Functional, useful Customer focused Refined process Social centric Focus: experience Seek to dominate USP Brand leadership Optimized buy cycle Integration Multi & Omni Channel Focus: ecosystem Marketing ROI Content Publishing ROI Syndication ROI Services ROI Scale Source: TopRank Online Marketing Repurposing For Efficiency Repurposing For Effectiveness Repurposing For Experience
  45. 45. INBOUND15@leeodden CUSTOMER INSIGHT– Identify key customer segments, develop profiles (personas) and the questions they have at early, middle and late stages of buying process MODULAR IMAGINGATION – Think about small to big and big to small modular content for efficiency, SEO and ability to personalize for specific target audiences ADD THE BACON– Connect with influencers to capture ingredient content (quotes, tips, stats and examples) to add some POP to your repurposed content Takeaways Photo: Shutterstock
  46. 46. INBOUND15@leeodden Thank You @LeeOdden lee@toprankmarketing.com TopRankMarketing.com We’re Hiring! BONUS! Get this Optimized Content Workflow at: http://tprk.us/ozwflow

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