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The care and feeding of content monsters
1. The Care and Feeding of
Content Monsters
Pamela Reilly
@IndyHealer
@PamelaReilly1
Good Works Wellness
http://goodworkswellness.com
2. Start at the Beginning
• The Basics
– Identify your purpose and set goals
– Have a content calendar
– Know your audience:
• Identify your ideal audience
• Know your existing audience
– Identify goals
• Create a content development and repurposing
plan
– Identify ALL content sources
– Craft a plan for using a variety of sources to
generate content
3. Key Content Generators
• Employees
• Customers
• Existing documentation
• Website content
• Current events
• Industry trends
• Content Curators/Aggregators
• Website and blog statistics
• SEO strategy
4. Use Your Stats!
• Make note of which posts/pages/topics receive the
most hits
• Compare your stats and your SEO strategy
– Adjust SEO strategy as needed
– Modify content calendar to target new
topics/words
• Watch Alexa ranking to judge overall
effectiveness of campaigns
• Watch stats to fine-tune scheduling
6. Most Ignored Content Generators
• Mission statement
• Business plan
• Contracts / new customer info
• Customer questions
• Social media interactions / Blog
comments
• Press releases
• Pictures / Graphics
• Calendar
• Guest posts
7. Ignored Sources of Existing Content
Any and all of the following may be repurposed to generate new content:
• Emails
• Employee handbooks
• Contracts
• Marketing Materials
• Presentations / Classes / Webinars
• Old blog posts
• White papers / Articles
• User guides / Instructional materials
• Press releases
• Pictures / Graphics
8. Get Creative!!
Identify and write about:
• Pain points for customers
• Myths you can debunk
• Upcoming new products and updates to
products
• Unique uses for your product or service
• Completely wrong uses for your
product or service
• Common problems your service can fix
• Write about a business or service
you use
• Use dichotomy to get attention:
“10 Things About Composting I learned from
Kim Kardashian”
9. Why Re-Purpose Content?
• Is the most efficient method of
generating content
• Ensures consistency
• Can help reinforce a message or clarify
a point
• Strengthens branding
• Strengthens SEO
• If a content piece worked once,
multiply those results by using it again
11. Downcycling Content
Downcycle* content by turning large pieces of content into:
• Short newsletter articles
• Whitepapers/free give-aways
• Short videos
• Simple list posts (“Top 10”)
• Infographic
• Surveys
• Facebook/LinkedIn/Google+ posts
• Tweets
*Include a call to action when appropriate
13. Upcycling Content
Upcycle* content by turning small pieces of content into:
• Newsletter articles
• Videos
• White Papers
• Ebooks
• How-to articles or instructional guides
• Presentations / Webinars
• Drip campaigns / Thank you pages /
Autoresponders
• Guest posts on other sites
*Include a call to action when appropriate
14. Upcycling for Marketing
Use existing posts or content in the following ways to boost website hits and
increase exposure:
• Include a portion of content in “thank you” pages and
autoresponders
• Include links to specific posts in email signatures
• Include a link to a free download on business cards
• List a collection of posts on a specific topic and use as
a newsletter article
• Use a portion of a content piece in autoresponders
• Include a content piece in follow-up emails from
customer conversations or marketing visits
• Create a custom RSS feed
15. “Re-Blogging”
To “re-blog,” take an existing blog post or posts and repurpose in any of the
following ways:
• Recreate for a different audience/season/need
• Pull one point from a post and provide more detail
• Write on the same topic from a different perspective
• Turn an information post into a “how to” post
• Create a “best of” list post
• Create an off-the-cuff video based on a blog post
• Re-write to focus on a different SEO target
• Update a post based on new developments
• Create an FAQ page or FAQ blog post
Major bonus points if you get the “Monster” joke on this slide
16. Content Plan: OGRE
• Organize: Set goals and plan your
repurposing strategy
• Group: Identify posts to repurpose,
topics to focus on, etc.
• Re-work & Implement: Create
repurposed pieces and publish
• Evaluate: Track stats and social media
engagement to see which pieces moved
you closest to meeting your goals
17. Please Keep in Touch!
Pamela Reilly
Join Newsletter: Text GOODWORKS to 22828
Good Works Wellness Research, LLC
http://goodworkswellness.com
@IndyHealer
@PamelaReilly1
