The document provides guidance on developing a content marketing strategy, identifying various content sources both traditional and overlooked, and strategies for repurposing existing content through downcycling into shorter pieces, upcycling smaller pieces into larger formats, and reblogging to reach new audiences. It also outlines a C.O.G.R.E. content plan process for organizing goals, grouping content, reworking and implementing repurposed content, and evaluating effectiveness.

1. The Care and Feeding of
Content Monsters
Pamela Reilly
@IndyHealer
@PamelaReilly1
Good Works Wellness
http://goodworkswellness.com

2. Start at the Beginning
• The Basics
– Identify your purpose and set goals
– Have a content calendar
– Know your audience:
• Identify your ideal audience
• Know your existing audience
– Identify goals
• Create a content development and repurposing
plan
– Identify ALL content sources
– Craft a plan for using a variety of sources to
generate content

3. Key Content Generators
• Employees
• Customers
• Existing documentation
• Website content
• Current events
• Industry trends
• Content Curators/Aggregators
• Website and blog statistics
• SEO strategy

4. Use Your Stats!
• Make note of which posts/pages/topics receive the
most hits
• Compare your stats and your SEO strategy
– Adjust SEO strategy as needed
– Modify content calendar to target new
topics/words
• Watch Alexa ranking to judge overall
effectiveness of campaigns
• Watch stats to fine-tune scheduling

5. Key Content Sourcing Tools
• Google Alerts: http://google.com/alerts
• Twitter Search
• Manage Flitter: http://manageflitter.com
• Aggregators/Content Curators:
Smartbrief.com
News360
Quora
Feedly/Pulse
Fark.com
LinkedIn Today:
http://www.linkedin.com/today

6. Most Ignored Content Generators
• Mission statement
• Business plan
• Contracts / new customer info
• Customer questions
• Social media interactions / Blog
comments
• Press releases
• Pictures / Graphics
• Calendar
• Guest posts

7. Ignored Sources of Existing Content
Any and all of the following may be repurposed to generate new content:
• Emails
• Employee handbooks
• Contracts
• Marketing Materials
• Presentations / Classes / Webinars
• Old blog posts
• White papers / Articles
• User guides / Instructional materials
• Press releases
• Pictures / Graphics

8. Get Creative!!
Identify and write about:
• Pain points for customers
• Myths you can debunk
• Upcoming new products and updates to
products
• Unique uses for your product or service
• Completely wrong uses for your
product or service
• Common problems your service can fix
• Write about a business or service
you use
• Use dichotomy to get attention:
“10 Things About Composting I learned from
Kim Kardashian”

9. Why Re-Purpose Content?
• Is the most efficient method of
generating content
• Ensures consistency
• Can help reinforce a message or clarify
a point
• Strengthens branding
• Strengthens SEO
• If a content piece worked once,
multiply those results by using it again

10. Downcycling Content
Graphic:
http://roominatemarketing.com

11. Downcycling Content
Downcycle* content by turning large pieces of content into:
• Short newsletter articles
• Whitepapers/free give-aways
• Short videos
• Simple list posts (“Top 10”)
• Infographic
• Surveys
• Facebook/LinkedIn/Google+ posts
• Tweets
*Include a call to action when appropriate

12. Upcycling Content
Graphic: http://roominatemarketing.com

13. Upcycling Content
Upcycle* content by turning small pieces of content into:
• Newsletter articles
• Videos
• White Papers
• Ebooks
• How-to articles or instructional guides
• Presentations / Webinars
• Drip campaigns / Thank you pages /
Autoresponders
• Guest posts on other sites
*Include a call to action when appropriate

14. Upcycling for Marketing
Use existing posts or content in the following ways to boost website hits and
increase exposure:
• Include a portion of content in “thank you” pages and
autoresponders
• Include links to specific posts in email signatures
• Include a link to a free download on business cards
• List a collection of posts on a specific topic and use as
a newsletter article
• Use a portion of a content piece in autoresponders
• Include a content piece in follow-up emails from
customer conversations or marketing visits
• Create a custom RSS feed

15. “Re-Blogging”
To “re-blog,” take an existing blog post or posts and repurpose in any of the
following ways:
• Recreate for a different audience/season/need
• Pull one point from a post and provide more detail
• Write on the same topic from a different perspective
• Turn an information post into a “how to” post
• Create a “best of” list post
• Create an off-the-cuff video based on a blog post
• Re-write to focus on a different SEO target
• Update a post based on new developments
• Create an FAQ page or FAQ blog post
Major bonus points if you get the “Monster” joke on this slide

16. Content Plan: OGRE
• Organize: Set goals and plan your
repurposing strategy
• Group: Identify posts to repurpose,
topics to focus on, etc.
• Re-work & Implement: Create
repurposed pieces and publish
• Evaluate: Track stats and social media
engagement to see which pieces moved
you closest to meeting your goals

17. Please Keep in Touch!
Pamela Reilly
Join Newsletter: Text GOODWORKS to 22828
Good Works Wellness Research, LLC
http://goodworkswellness.com
@IndyHealer
@PamelaReilly1