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A CONTENT MARKETING SUCCESS STORY
Repurposing Content for
Maximum Exposure and ROI
1/23/15
2
The Power of Content Explosion
* See last slide for acknowledgments
Concept: Atomizing Content*
1/23/15
3
Insight
Brief
Blog
Press

Release Article
Socia...
Concept: Triggering Content
1/23/15
4
Insight Brief
Social

Share
News Release
Screencast
Infographic
Presentation
SlideSh...
Content Explosion in Action
1/23/15
5
1. A section of the insight brief
2. Becomes a blog post
3. Then shared on social me...
1/23/15
6
The 12 Indicators of Compromise
Content Marketing Campaign
Initial Concept & Primary Content
1/23/15
7
The content marketing campaign began with a single
insight brief developed by ...
Campaign Content Strategy
1/23/15
8
The six member team then developed a content
strategy to maximize exposure of the insi...
A True Team Effort
1/23/15
9
Under the direction of the CMO, individual members of
the content team led different aspects ...
Content, Content, Everywhere!
1/23/15
10
The content eventually included blog posts, analytics,
emails, social shares, lan...
1 Insight Brief ➔ 104 Pieces of Content
1/23/15
11
Primary Content (1):
Insight Brief
Secondary Content (26):
Landing Page...
1/23/15
12
The Content
12 Indicators Content
1/23/15
13
● Insight Brief (1)
○ “The 12 Indicators of Compromise” (Primary Content, PDF)
● Blog Pos...
12 Indicators Content (cont’d)
1/23/15
14
● Landing Pages (2)
○ “Security Analytics to Identify the 12 Indicators of Compr...
12 Indicators Content (cont’d)
1/23/15
15
● Security Analytics (4)
Downloadable, human readable scripts for detecting the ...
Credit Where It’s Due
1/23/15
16
The concept of repurposing content is not new. I didn’t invent
it. To attempt to acknowle...
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Repurposing Content for Maximum Exposure and ROI: A Content Marketing Success Story

How a six member marketing team generated new leads and increased web traffic by repurposing a single insight brief into 104 distinct pieces of content.

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Repurposing Content for Maximum Exposure and ROI: A Content Marketing Success Story

  1. 1. A CONTENT MARKETING SUCCESS STORY Repurposing Content for Maximum Exposure and ROI
  2. 2. 1/23/15 2 The Power of Content Explosion
  3. 3. * See last slide for acknowledgments Concept: Atomizing Content* 1/23/15 3 Insight Brief Blog Press
 Release Article Social
 Share Screencast Taking elements of the primary content and using it in other places.
  4. 4. Concept: Triggering Content 1/23/15 4 Insight Brief Social
 Share News Release Screencast Infographic Presentation SlideShare Blog Creating new content based on an idea or theme in the primary content.
  5. 5. Content Explosion in Action 1/23/15 5 1. A section of the insight brief 2. Becomes a blog post 3. Then shared on social media
  6. 6. 1/23/15 6 The 12 Indicators of Compromise Content Marketing Campaign
  7. 7. Initial Concept & Primary Content 1/23/15 7 The content marketing campaign began with a single insight brief developed by members of the 21CT Marketing Team describing 12 indicators of network compromise.
  8. 8. Campaign Content Strategy 1/23/15 8 The six member team then developed a content strategy to maximize exposure of the insight brief through a cross channel, multi-media content campaign.
  9. 9. A True Team Effort 1/23/15 9 Under the direction of the CMO, individual members of the content team led different aspects of the campaign: ● Technical concepts ● Content strategy ● Content development ● Email marketing ● Lead generation ● Event presence ● Graphic design
  10. 10. Content, Content, Everywhere! 1/23/15 10 The content eventually included blog posts, analytics, emails, social shares, landing pages, infographics, webcasts, screencasts, and articles in national digital magazines. So what’s all that look like? This......
  11. 11. 1 Insight Brief ➔ 104 Pieces of Content 1/23/15 11 Primary Content (1): Insight Brief Secondary Content (26): Landing Pages = 2 Blog Posts = 10 News Releases = 1 Video = 3 Infographics = 2 Articles = 1 Security Analytics = 4 Email Newsletters = 3 Social Shares (77): Twitter = 44 LinkedIn = 33
  12. 12. 1/23/15 12 The Content
  13. 13. 12 Indicators Content 1/23/15 13 ● Insight Brief (1) ○ “The 12 Indicators of Compromise” (Primary Content, PDF) ● Blog Posts (10) ○ “Security Analytics To Identify The 12 Indicators Of Compromise” Scott, 1/14 ○ + “Security Analytics Provide More Context For More Complete Remediation” Mike, 1/16 ○ + “Google Chrome Bug Lets Attackers Eavesdrop On You” Tim Ray, 1/28 ○ + “12 Indicators Of Compromise: A Return On Threat Feed Intelligence” Mike, 2/6 ○ “Mitigate Network Breaches With Early Detection Of Policy Violations” Scott, 2/19 ○ “Infographic: How Does A Social Engineering Security Attack Happen?” Mike, 2/20 ○ + “Security Analytics And Visualization: Visualizing A Targeted POS Attack” Mike, 3/5 ○ “Get Active With Your Policy Management With Security Analytics” Scott, 3/27 ○ “How Tax Scams Can Help You Defend Against Social Engineering” Scott, 4/9 ○ “Detect Point-Of-Sale Intrusions Before Attackers Walk Off With The Store” Scott, 4/23 + These posts included downloadable, human readable scripts for detecting the indicator.
  14. 14. 12 Indicators Content (cont’d) 1/23/15 14 ● Landing Pages (2) ○ “Security Analytics to Identify the 12 Indicators of Compromise” [Insight Brief] ○ “Prime Examples of Social Engineering Attacks on Your Network” [Infographics] ● News Releases (1) ○ Campaign kickoff: “Network Behavior Analysis and Visualization to Detect the 12 Indicators of Network Compromise” ● Video (3) ○ 2 Take A look LIVE! Webcast episodes focusing on the 12 indicators ÷ “Take A Look, LIVE! | Ep. 1: Security Analytics” ÷ “Take A Look, LIVE! | Ep. 2: Social Engineering and Analytics” ○ 1 product screencast demonstrating how to detect an indicator ÷ “Target Point-of-Sale Attack Visualized | Security Analytics and Data Visualization” ● Infographics (2) ○ “Email-Based Social Engineering Attack” (PNG) ○ “Phone-Based Social Engineering Attack” (PNG) ● Articles (1) ○ “Take A Look Inside Network Behavior and Visualize a More Secure Environment,” Connect Converge, Spring 2014 edition
  15. 15. 12 Indicators Content (cont’d) 1/23/15 15 ● Security Analytics (4) Downloadable, human readable scripts for detecting the indicators ○ IOC Security Analytic: Three Stage Target ○ IOC Security Analytic: Return on Intelligence ○ IOC Security Analytic: Outbound Ratio Security Analytic ○ IOC Security Analytic: Alert Visibility - MD5 Hash Search ● Email Newsletters (3) ○ 12 Indicators campaign kickoff ○ Highlight in RSA conference announcement ○ Social Engineering infographic promotion ● Social Shares (77) ○ 44 Tweets (23 using the official campaign hashtag #12indicators) ○ 33 LinkedIn shares
  16. 16. Credit Where It’s Due 1/23/15 16 The concept of repurposing content is not new. I didn’t invent it. To attempt to acknowledge all the content marketers who’ve developed the idea of repurposing content before I came to the party would be an act of futility in the extreme. I will, however, credit Andy Crestodina (@crestodina) for the term “atomizing content” coined in his great book Content Chemistry, though I think I use it in a slightly different way. If I cribbed off anyone unwittingly, I apologize. Please let me know so I can correct the error.

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  • alberachu

    May. 11, 2015

How a six member marketing team generated new leads and increased web traffic by repurposing a single insight brief into 104 distinct pieces of content.

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