New England Direct Marketing (NEDMA) Presentation: Extreme Content Reuse

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Looking for great ideas on how to reuse your content and accelerate your content marketing strategy? This presentation by Aaron Dun of Percussion Software at the NEDMA 2012 Marketing Summit is chock full of interesting ideas on a strategy he calls "Extreme Reuse."

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New England Direct Marketing (NEDMA) Presentation: Extreme Content Reuse

  1. 1. Extreme Reuse: From Content Management to Content Marketing Conference Tweets: @mktgtech© 2012 PERCUSSION SOFTWARE, INC 1
  2. 2. 2 Weeks Ago…© 2012 PERCUSSION SOFTWARE, INC 2
  3. 3. © 2012 PERCUSSION SOFTWARE, INC 3
  4. 4. This week…Text REDCROSS to 90999 to make a $10 Donation© 2012 PERCUSSION SOFTWARE, INC 4
  5. 5. Lets Get Started…© 2012 PERCUSSION SOFTWARE, INC 5
  6. 6. @ajdun -OR- “Just a Man and his Dog”© 2012 PERCUSSION SOFTWARE, INC 6
  7. 7. © 2012 PERCUSSION SOFTWARE, INC 7
  8. 8. © 2012 PERCUSSION SOFTWARE, INC 8
  9. 9. A Question: Who Here is NOT Doing Content Marketing?© 2012 PERCUSSION SOFTWARE, INC 9
  10. 10. 10 Marketers…© 2012 PERCUSSION SOFTWARE, INC 10
  11. 11. Only Two Of You Are Not© 2012 PERCUSSION SOFTWARE, INC 11
  12. 12. 9 Out of 10© 2012 PERCUSSION SOFTWARE, INC 12
  13. 13. Budgets Are Increasing© 2012 PERCUSSION SOFTWARE, INC 13
  14. 14. No, Really!© 2012 PERCUSSION SOFTWARE, INC 14
  15. 15. Popular Methods© 2012 PERCUSSION SOFTWARE, INC 15
  16. 16. © 2012 PERCUSSION SOFTWARE, INC 16
  17. 17. Goals© 2012 PERCUSSION SOFTWARE, INC 17
  18. 18. Content Drives Conversion!© 2012 PERCUSSION SOFTWARE, INC 18
  19. 19. • A question – Who is NOT doing some form of content marketing – Who considers their corporate website as the pivot point for their content marketing?• Obligatory stats about CM on the rise – BtoB says – CMI Says… – Flash them faster to get everyone nervous..© 2012 PERCUSSION SOFTWARE, INC 19
  20. 20. “If you always do what you alwaysdid, you will always get, what youalways got.” --Coach Chadwick, MTRHS ~10 years Undefeated Track Coach © 2012 PERCUSSION SOFTWARE, INC 20
  21. 21. Four Steps© 2012 PERCUSSION SOFTWARE, INC 21
  22. 22. Your Technology?© 2012 PERCUSSION SOFTWARE, INC 22
  23. 23. Step #1 Get Your Technology out of your way© 2012 PERCUSSION SOFTWARE, INC 23
  24. 24. Can You find the Road? © 2012 PERCUSSION SOFTWARE, INC 24
  25. 25. Count The Steps To Publish© 2012 PERCUSSION SOFTWARE, INC 26
  26. 26. Takeaway: Instant publishing, advanced workflow, automated SEO, easy content contribution—get started!© 2012 PERCUSSION SOFTWARE, INC 27
  27. 27. Is this your Content?© 2012 PERCUSSION SOFTWARE, INC 28
  28. 28. Step #2: Break Down Silos© 2012 PERCUSSION SOFTWARE, INC 29
  29. 29. © 2012 PERCUSSION SOFTWARE, INC 30
  30. 30. © 2012 PERCUSSION SOFTWARE, INC 31
  31. 31. © 2012 PERCUSSION SOFTWARE, INC 32
  32. 32. Takeaway: Coordinate your content, cross functionally, cross platform.© 2012 PERCUSSION SOFTWARE, INC 34
  33. 33. We Need More Content© 2012 PERCUSSION SOFTWARE, INC 35
  34. 34. Step #3: Make Everything Content© 2012 PERCUSSION SOFTWARE, INC 36
  35. 35. Perspective Matters© 2012 PERCUSSION SOFTWARE, INC 37
  36. 36. Really…© 2012 PERCUSSION SOFTWARE, INC 38
  37. 37. Content Is All Around YouSupport Calls Blog Posts Public Relations Blog CommentsOnline Advertising Social Media Posts Analyst Reports Trade Shows Webinar Series Sponsorships SEO Custom Events Communities CSR Market Research Segmentation Analysis Print Advertising Slideshare Customer Quotes Brand Building Competitive Analysis Content Development Speakers Bureau Blog Contests Referral Programs Whitepapers Direct Mail Surveys© 2012 PERCUSSION SOFTWARE, INC 39
  38. 38. It’s Here:© 2012 PERCUSSION SOFTWARE, INC 40
  39. 39. It’s In Your Community© 2012 PERCUSSION SOFTWARE, INC 41
  40. 40. Or Here…
  41. 41. And Here…© 2012 PERCUSSION SOFTWARE, INC 43
  42. 42. And My Favorite… © 2012 PERCUSSION SOFTWARE, INC 44
  43. 43. © 2012 PERCUSSION SOFTWARE, INC 45
  44. 44. Events Are Content© 2012 PERCUSSION SOFTWARE, INC 46
  45. 45. Online & Off© 2012 PERCUSSION SOFTWARE, INC 47
  46. 46. At The Event…© 2012 PERCUSSION SOFTWARE, INC 48
  47. 47. At The Front Door… © 2012 PERCUSSION SOFTWARE, INC 49
  48. 48. During…© 2012 PERCUSSION SOFTWARE, INC 50
  49. 49. At The DJ Stand…© 2012 PERCUSSION SOFTWARE, INC 51
  50. 50. Content Lives On…© 2012 PERCUSSION SOFTWARE, INC 52
  51. 51. Takeaway: Content is Everywhere. Find it. Use it. Post it. Share it!© 2012 PERCUSSION SOFTWARE, INC 53
  52. 52. What To Do With All Of That Content…© 2012 PERCUSSION SOFTWARE, INC 54
  53. 53. Step #4: EXTREME Reuse© 2012 PERCUSSION SOFTWARE, INC 55
  54. 54. © 2012 PERCUSSION SOFTWARE, INC 56
  55. 55. If It Works Here…
  56. 56. Use It Again Here…
  57. 57. Take It To The Extreme1Theme 8 Weeks 10 Assets 6 Touches
  58. 58. Series Of Blog Posts© 2012 PERCUSSION SOFTWARE, INC 61
  59. 59. Became A Webinar© 2012 PERCUSSION SOFTWARE, INC 62
  60. 60. And Then A Whitepaper© 2012 PERCUSSION SOFTWARE, INC 63
  61. 61. All Posted To Our Site
  62. 62. And To Social
  63. 63. Contributed Articles
  64. 64. And On Slideshare
  65. 65. Why Not Do a Hangout?
  66. 66. Follow-on Resources
  67. 67. Takeaway: Reuse Your Content/Themes at Least Eight Times!© 2012 PERCUSSION SOFTWARE, INC 71
  68. 68. Just Four Steps Get your technology out of your way Break down your content and platform silos Content is all around you! Reuse your content at least 8x!© 2012 PERCUSSION SOFTWARE, INC 72
  69. 69. © 2012 PERCUSSION SOFTWARE, INC 73
  70. 70. And Finally: EMBRACE the New Measurement© 2012 PERCUSSION SOFTWARE, INC 74
  71. 71. New Content Effectiveness KPIs 1. Content Delivered • Volume, channel penetration 2. Content Engagement • Comments, subscribers, tweets, shares, etc 3. Content Effectiveness • Traffic, click through, conversion 4. Blog Effectiveness • Post views, tweets, shares, subscribers, conversions© 2012 PERCUSSION SOFTWARE, INC 75
  72. 72. Todays weblooks andacts nothinglike the webexperienceof 2 yearsfrom now
  73. 73. Any Guesses On What’s Next?© 2012 PERCUSSION SOFTWARE, INC 77
  74. 74. © 2012 PERCUSSION SOFTWARE, INC 78
  75. 75. Thank You! http://www.facebook.com/PercussionSoftware www.linkedin.com/in/aarondun www.twitter.com/ajdun© 2012 PERCUSSION SOFTWARE, INC 79

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