Want to make the most out of your content marketing investment? Then consider repurposing your old content. Maximizing your existing content can make a lasting impact – all while streamlining your content creation, gathering audience data, and saving resources. Learn how repurposing content can help your marketing team maximize demand generation results while saving time and money. In this presentation, we’ll walk you through: - Top suggestions for creating premium content that will fuel your demand gen cycle and deliver the conversions you’re looking for. - Best practices – drawing from ScribbleLive’s own engagement strategies – that effectively scaled their content and drove stellar results without draining resources.

1. #SEJThinkTank
@ScribbleLive
How to Repurpose Your Content &
Maximize Demand Gen Results

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@ScribbleLive
VP Marketing, ScribbleLive
Corinne Schmid

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The Results Are In… Now What?
71% are looking to use their demand generation content
to nurture leads in the middle of the sales cycle.
Source: CMI, 2019

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What We’ll Learn Today
•The definition of premium content, and how it
impacts your demand gen cycle
•Our own demand gen results using a
data-driven interactive experience
•How you can your repurpose content, gather
data, and deliver more relevant experiences
to convert your leads faster

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@ScribbleLive
What Does
Premium Content
Mean?
To get the most out of your content, it
needs to be:
✓Useful
✓Resonate
✓Action-driven

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Visual & Video
Attracts, snackable, easy to digest
Interactive
Data-driven, collects zero-party data
Experiences & Events
Engages and interacts
What Makes Content Premium?

7. Tips for Creating
Premium Content
Tip #1:
Know your audience—and who
influences them along the path to
purchase.
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8. Tips for Creating
Premium Content
Tip #2:
Take inventory of existing content
assets—beyond marketing.
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9. Tips for Creating
Premium Content
Tip #3:
Collect declared data.
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10. Case Study
Repurposing Content
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Adding Interactivity:
How, When, and Why
96% of participants believed that
interactivity impacts buyers’ decisions
as they go through their journey.
42% use events to
nurture their audience.

12. Maximizing Results
with a Full-Circle
Experience
•Who is our audience?
•What assets can we repurpose?
•How can we collect data to better enable sales?
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@ScribbleLive

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We Focused on Collecting Declared Data
Received 100s of
Completed Assessments
Offered a Free Etch-A-SketchRefreshed an Interactive
Solution Assessment

14. How to Repurpose Content
for Mid-Funnel Engagement
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How to Repurpose Content
for Mid-Funnel Engagement
5. Blog Post
4. Webinar
1. Event
2. Interactive
Content
3. Email

16. How We Followed
Up
•Included a link to the assessment to share
•SDRs followed up with relevant talking points
•SDRs followed up with relevant content assets
based on their pain points
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Time for a Poll

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How You Can Repurpose Your Content
An infographic is great for
illustrating the data you’ve
collected.
Videos: Consider a “how-to” video on
a certain topic that your audience is
indicating an interest in.
An eBook or landing page by
industry can address some of their
specific paint points.

19. Tips for Gathering
Data and Evaluating
Your Content
•Pay close attention to where the typical user has
dropped off, and use that information to create an
A/B test.
•Evaluate your engagement points for future use by
recognizing trends.
•Learn from these metrics to continually improve
with each new piece of content
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Deliver More Relevant Info
to Your Sales Team
Sharing a Q&A or Blog PostCreating a Resource LibrarySending an Invite to a Webinar
With more relevant info, your sales team can follow up with more relevant content, like:
01 02 03

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Summary
• Know your buying center, not just a single persona
• Take inventory of assets—beyond marketing
• Collect declared data
• Repurpose declared data
• For top to mid-funnel content development
• To provide sales with insights

23. EXCLUSIVE OFFER
for SEJ webinar attendees
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Check your inbox for details or email
getstarted@scribblelive.com.

24. www.scribblelive.com
Premium Content
Creation at Scale
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