The document emphasizes the importance of creating and managing evergreen content that can be repurposed effectively while aligning it with the customer journey and sales funnel. It suggests evaluating existing content through various perspectives, including analytics and audience feedback, to ensure relevance and effectiveness. Additionally, it promotes personal engagement in content creation to connect with the audience on a deeper level.

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3. @D_Shephard
#AMANOLA
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4. 0.45%
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5. @D_Shephard Build a
bank of evergreen or
deep content that you can
repurpose and recycle
and reuse.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 5 All rights reserved.

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11. X% of Your Content is Redundant!
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What do we have?
Why do we have it?
What do we need?
Why do we need it?
What does:
• Google Analytics say?
• Sales say?
• Support say?
• Users say?
• Partners say?
• Prospects say?

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Content
That Exists

15. Plus: Location, Content Type, Buying Stage, GTM, Purpose, Web/Marcom Area,
Comments, Actions, etc. etc.
© 2012 NetIQ Corporation. 15 All rights reserved.

16. @D_Shephard You
probably have the content
you need. Figure out how to
deliver and integrate it into
the customer experience.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 16 All rights reserved.

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18. Attract
Engage
Nurture
Sell
Deliver
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Unaware
Interest
Established
Problem
Acknowledged
Looking for
Solution

19. @D_Shephard content can be
aligned with the sales funnel.
Start with an engaging /
inspirational story this will
connect many more people
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 19 All rights reserved.

20. © 2012 NetIQ Corporation. 20 All rights reserved.

21. Content Target
Audience
Wants
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Inc. SEO Content
Google Wants
Content
That Exists

22. Personas
Define
Objectives
/ Create
Templates
Query
Database
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Interview
Employees
Interview
Customers
/ Prospects
Publish
Persons

23. Personas
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24. Customer Journey
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25. Customer Journey
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26. Route Optimization
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27. Content Target
Audience
Wants
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Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants

28. Content Target
Audience
Wants
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Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!

29. Content Target
Audience
Wants
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Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak /
Atomize This!

30. Tweak / Atomize This!
© 2012 NetIQ Corporation. 30 All rights reserved.

31. @D_Shephard Share your
personality and perspective.
People can get information from
Google. They like your content
because they like YOU.
http://inmaps.linkedinlabs.com
© 2012 NetIQ Corporation. 31 All rights reserved.

32. Be Interesting…
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http://www.blacksquid.com.au/packaging.php

33. Tweak / Atomize This!
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34. Tweak / Atomize This!
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35. Tweak / Atomize This!
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36. © 2012 NetIQ Corporation. 36 All rights reserved.

37. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 37 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why

38. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 38 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No

39. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 39 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?

40. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 40 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?
Move It
Kill It
Tweak It

41. Content Target
Audience
Wants
© 2012 NetIQ Corporation. 41 All rights reserved.
Content
That Exists
Content
Organization
Wants
Inc. SEO Content
Google Wants
Make This!
Tweak This!
Is It Effective?
• What objective?
• Who is audience & why
Yes No
Why?
Why?
Test It
Move It
Kill It
Tweak It

42. © 2012 NetIQ Corporation. 42 All rights reserved.