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Repurpose
Reuse
Refresh Content
@PamDidner
Use Content to
Drive Conversion
But before you
Repurpose
Reuse
Refresh
Let’s sit back
And think
for a minute
Before Repurpose, Reuse, Refresh content
Who is your audience?
Persona
What topics to use to engage with them?
Editorial
W...
Understand your
audience through
§  Buyer Research
§  Seller Interviews
§  Keyword Search
§  Social Listening
§  Obse...
Ravi, IT Manager
Med. & Lrg. Business
Tech Enthusiast
External Influencers
Organiza(onal	
  A-tudes	
  and	
  
	
  Busines...
Leveraging	
  
Data	
  
Business	
  intelligence	
  tools	
  to	
  speed	
  the	
  ability	
  to	
  report,	
  analyze	
  ...
Create your
own persona
Name?
Personal Profile?
Job Description?
Challenges or Desires?
Content needs?
Preferred media to
...
Persona provides insights to
editorial planning
Brainstorm Topics
Editorial Calendar
Pain
Points
Desires
Jobs
Description
...
Use editorial topics
To determine
content list
Be very focused
You can’t
please everyone
Editorial Topics
Yearly
Monthly
Weekly
Daily
Hourly
Tactics (Social / Paid)
Strategic
Tactics (Social / Paid)
Tactics (Soc...
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2013
Dec
Topics Cloud
Product
Launch #1Mobility
Product
Launch #2
Editoria...
Editorial Topics
Weekly and Daily
Useful Links:
Free Content Marketing Tools 2014: Content planning, creation and marketing made easy
http://blog.woorank.co...
Options to
Create Content
Create
original content or
curate third
party content
All the time
It’s hard to create
new and
original content
Curated content
does not
perform as well
As original content
Repurpose, Reuse,
Repackage (RRR)
The option between
original and curated
content?
Example 1: RRR a flagship content to one audience
Example 2: RRR a hero or flagship content to different audiences
Example...
5 short blog
posts
1 short video
animation
3 Infographics
1 presentation
1 white board
Video by Intel
Expert
1 Podcast
int...
Long From Content (1)
Short From Content (4)
Social Content (20)
For Social Media:
Source: Intel
Break down long form cont...
Short Form Examples
18-pages of White Paper
600 to 800 word blog posts
Source: Intel
Social Content Examples
Source: Intel
The Sophisticated Marketer’s Guide to LinkedIn:
Podcast: SlideShare:
Another example: Hero Content repurposed into
Differe...
eBooks:
Blogs:
Blogs
eBooks
Source:	
  Jason	
  Miller,	
  Global	
  Content	
  Marke-ng	
  Manager,	
  LinkedIn	
  	
  
Infographics
Source:	
  Jason	
  Miller,	
  Global	
  Content	
  Marke-ng	
  Manager,	
  LinkedIn	
  	
  
The Webinar:
Physical Book:
The Webinar
Physical Book
Source:	
  Jason	
  Miller,	
  Global	
  Content	
  Marke-ng	
  Mana...
One more step: Take it Global
Source:	
  Jason	
  Miller,	
  Global	
  Content	
  Marke-ng	
  Manager,	
  LinkedIn	
  	
  
The Sophisticated CMO’s Guide to LinkedIn
The Sophisticated Healthcare Marketer’s Guide to LinkedIn
The Sophisticated Even...
Example 3: RRR different pieces of content to one
or different audience
Millennial
study in
China
Millennial
study in
Germ...
A
Example 3: RRR different pieces of content to
one or different audience
CEO announcement
of new products:
a video
A new ...
Ok, so it’s time
consuming
And expensive
to RRR
There was only a
small budget?
But what if
You will need to wear
several hats
§  Editor
§  Content Creator
§  Program Manager
§  Writer
§  Agency
§  Creative
From partners
and manufacturers
Leverage
free content
Solution Brief – co-branded from partner
This content is
created by
Juniper. Offer it
free to its
channel partners
for co-...
Use fiverr, tenrr
To find
freelancers
1. Evaluate your content, start with promotion in mind.
2. It takes time, budget and effort to
repurpose, reuse and repack...
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Repurpose, Reuse and Refresh Content

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Learn how to repurpose, reuse and refresh content.

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Repurpose, Reuse and Refresh Content

  1. 1. Repurpose Reuse Refresh Content @PamDidner
  2. 2. Use Content to Drive Conversion But before you Repurpose Reuse Refresh
  3. 3. Let’s sit back And think for a minute
  4. 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. 5. Understand your audience through §  Buyer Research §  Seller Interviews §  Keyword Search §  Social Listening §  Observations
  6. 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. 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. 8. Create your own persona Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?
  9. 9. Persona provides insights to editorial planning Brainstorm Topics Editorial Calendar Pain Points Desires Jobs Description Attributes Budget Keyword Search Demo- graphics
  10. 10. Use editorial topics To determine content list
  11. 11. Be very focused You can’t please everyone
  12. 12. Editorial Topics Yearly Monthly Weekly Daily Hourly Tactics (Social / Paid) Strategic Tactics (Social / Paid) Tactics (Social / Paid) Strategic
  13. 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. 14. Editorial Topics Weekly and Daily
  15. 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. 16. Options to Create Content Create original content or curate third party content
  17. 17. All the time It’s hard to create new and original content
  18. 18. Curated content does not perform as well As original content
  19. 19. Repurpose, Reuse, Repackage (RRR) The option between original and curated content?
  20. 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. 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. 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. 23. Short Form Examples 18-pages of White Paper 600 to 800 word blog posts Source: Intel
  24. 24. Social Content Examples Source: Intel
  25. 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. 26. eBooks: Blogs: Blogs eBooks Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  27. 27. Infographics Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  28. 28. The Webinar: Physical Book: The Webinar Physical Book Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  29. 29. One more step: Take it Global Source:  Jason  Miller,  Global  Content  Marke-ng  Manager,  LinkedIn    
  30. 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. 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. 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. 33. Ok, so it’s time consuming And expensive to RRR
  34. 34. There was only a small budget? But what if
  35. 35. You will need to wear several hats §  Editor §  Content Creator §  Program Manager §  Writer §  Agency §  Creative
  36. 36. From partners and manufacturers Leverage free content
  37. 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. 38. Use fiverr, tenrr To find freelancers
  39. 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…

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