My presentation for Inbound16

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HOW TO
UPCYCLE CONTENT
FOR MAXIMUM MILEAGE
Work smarter by leveraging your content to
work harder for you!
Salma Jafri

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a situation in which one event causes a series of other
events to happen
The Ripple Effect

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Concentric Circles of Influence

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Concentric Circles of
Influence
Core Content
Upcycled Content #1
Upcycled Content #2

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when ripples reinforce each other in
geometric progression
The Cumulative
Ripple Effect

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1. The Ripple Effect
2. What’s Upcycling?
3. My Upcycling Strategy
4. How the Pros Upcycle Content
5. Tools That Aid Upcycling
6. Your Upcycling Strategy
Q&A
AGENDA

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2 WHAT’S UPCYCLING?

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Upcycling is…
to convert content into multiple formats for
the purpose of adding value and bringing that
piece of content into circulation again.

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What’s Recycling?
Recycle / Reuse
Take something old
and re-use it instead of
trashing it

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Recycle / Reuse Upcycle
Take something old
and re-use it instead of
trashing it
Take something old
and create something new
that is equally or more valuable
How’s Is Upcycling Different from Recycling?

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RECYCLING DELAYS TRASH
UPCYCLING PREVENTS TRASH
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New Format
New Platform New Medium
New Audience
New Vertical
UPCYCLING

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1. Allows you to focus on creating your best content
2. It’s super fabulous for SEO
3. Gives you extended reach
4. Perfect for extended visibility without being annoying
5. Respects your audience’s learning style
How is Upcycling a “Work-Smarter” Strategy?

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UPCYCLING ENABLES YOU
TO 10X YOUR CONTENT,
INTELLIGENTLY
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3 MY UPCYCLING STRATEGY

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YouTube

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Blog
Post

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Instagram

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Instagram

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Email

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FAQs

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CREATE SOMETHING SO
GOOD THAT YOU KEEP
ASKING YOURSELF “WHAT
ELSE CAN I DO WITH THIS?”
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Types of Content that Can be Created using
UPCYCLING
Blog Posts
Videos
Podcast/Audio File
Images
Email / Newsletter
Autoresponder Sequence
Lead Magnet
Content Upgrade
Challenge or Contest
Ebook
Presentation
Live Video
Interview
Online Course
Workbook
Speech
Webinar
Guest Post
(an inexhaustive list)

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Evergreen
Series
Authority
What Type of Content is Best Suited to be Upcycled?

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Fads or short-term content
Current news and trends
Disjointed content that has no central theme
What Type of Content is NOT Well-Suited to be Upcycled?

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Don’t Confuse UPCYCLING
with Distribution or Promotion!
Upcycling falls under smart content creation

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Core Content Formats / Platforms /
Audiences
Distribution
Channels
Blog Post Presentation SlideShare
Video YouTube
Podcast SoundCloud
Image Instagram
Upcycling happens here

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1. I will sound repetitive (and possibly spammy)
2. I will be creating duplicate content
3. I’ll get bored working on the same topic
TOP UPCYCLING CONCERNS

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Introducing the
“Dressing Up” Strategy!
How to dress your content for
success

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The “Dressing Up” Strategy

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• Saves you time
• Saves you money
• Saves (creative) space
• Gives you a slightly new
look everytime
The“Dressing Up” Strategy

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4 HOW THE PROS UPCYCLE

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Build an app
Elicit different emotions
Design a board game
Run a physical contest
Create quizzes
Interactive content
Extreme examples of upcycling

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You’re thinking about it all wrong, mister

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HOW DO YOU KNOW
IF YOU’VE UPCYCLED
SUCCESSFULLY?

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UPCYCLED CONTENT
SHOULD HOLD IT’S OWN AS
A STANDALONE PIECE
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5
TOOLS THAT AID IN
UPCYCLING

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6 YOUR UPCYCLING STRATEGY

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Resources
Frequency
Budget
Audience
Your upcycling strategy will depend
on your…

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YOU CAN EITHER:
Stitch Pieces Together (addition)
OR
Break Them Down (division)

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WHEN UPCYCLING, THINK
ABOUT THE ENTIRE
LIFECYCLE OF YOUR
CONTENT
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How to Get Started with Upcycling
1. Plan
serialized
content
2. Look at your
most popular
(old) content
3. Develop a weekly authority post or
other comprehensive content that you
can upcycle into 5-7 pieces

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How to Get Started with Upcycling
4. Extract data from content to turn into
visuals, graphs, or charts
5. Create images from the content
using quote cards and memes

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How to Get Started with Upcycling
6. Create/edit short video content for
Instagram, Facebook, Twitter, etc
7. Record live video expanding on existing
content and ask for audience input

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How to Get Started with Upcycling
8. Create content upgrades and/or lead
magnets from existing content
9. Interview someone on the topic or
get interviewed!

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How to Get Started with Upcycling
10. Create a
presentation
11. Hold a
webinar
12. Create a
challenge/
contest
13. Create an
online course

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How to Get Started with Upcycling
14. Compile
topics into an
ebook or book
15. Invite
others & hold a
telesummit
16. Write a guest
post
17. Make an
infographic

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The 7 Types of Content you SHOULD Upcycle To
Audio
Text
Image Bite-Sized
Content
Email
Video
Conversations
Core
Content

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The 7-Day Upcycling Plan
Download The 7-Day
Upcycling Plan:
http://www.salmajafri.com/upcycler
The 7-Day Upcycling Plan
Content Day
1
Day
2
Day
3
Day
4
Day
5
Day
6
Day
7
Core Content
(YouTube Video)
!
Blog Post (video
transcript)
!
Email (Intro +
Video embed)
!
Thumbnail Image
(video still)
!
Content Upgrade
(PDF)
!
Tweet 1 (link
only)
! !
Tweet 2 (link +
image)
! ! !
Tweet 3 (RT) !
Tweet 4 (link +
image)
! !
Audio/Podcast !
Instagram Post
(thumbnail)
!
Instagram Post
(Quote Card 1)
!
Instagram Post
(Quote Card 2)
!
1 Min
Instagram/Twitter
Video
!
Facebook Page
Post
!
Facebook Group !
Publish on
LinkedIn
!
Answer on Quora !
Syndicate It !
Guest Post !
Publish on Medium !
Publish in a closed
group/forum
(e.g. Inbound.org, LinkedIn
Groups, Warriorforum,
Subreddit, discussion
forums)
!

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MARKETING IS AN EXPENSE;
CONTENT IS AN ASSET
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via @salmajafri #Inbound16

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THANK YOU!
Q & A

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Connect with me
Download my 7-Day Upcycling Strategy Plan:
http://www.salmajafri.com/upcycler
Email me after the conference:
hello@salmajafri.com
Subscribe to watch my weekly videos:
http://www.salmajafri.com/subscribe