repurpose, reuse and refresh content

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  • 1.Repurpose Reuse Refresh Content @PamDidner

2. Use Content to Drive Conversion But before you Repurpose Reuse Refresh 3. Lets sit back And think for a minute 4. Before Repurpose, Reuse, Refresh content Who is your audience? Persona What topics to use to engage with them? Editorial What materials to use to engage with them? Content 5. Understand your audience through Buyer Research Seller Interviews Keyword Search Social Listening Observations 6. Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast External Influencers Organiza(onalA-tudesand BusinessOutcomes Usetechascompe--veadvantage p Willingnesstopayapremium $$$ Earlytechadopters p Employeesthatareextremely connectedandextremelydispersed p Full-mededicatedITsta p TechnologyInfrastructure #ofsites p ITBudget $$$ %ofemployeeswithadedicatedcomputer Computerinstalledbase Computerrefreshcycle >50%installedbaseoflaptops p Serverinstalledbase Hasaenterpriseclassdatacenter p Smartphoneinstalledbase Tabletinstalledbase CurrentlyuseSaaS,IaaSorPaaS p Servervirtualiza-on p Security 88% % with Dedicated IT Budget $10.4M Avg. IT Budget p Mean Deployment Size 3,168 329 1,016 420 90% 95% 65% 43% Technologies in Use p p p p IT Manager Persona (Global) Influencers IT Budget IT Environment 7. Leveraging Data Businessintelligencetoolstospeedtheabilitytoreport,analyzeand storedata(e.g.,datamining,analy-cs,datawarehousing,etc.) Datamanagementapplica-onsthatcontrol,protect,deliverand enhancevalueofdataandinforma-on.(e.g.ERP,CRM,transac-onal databases,etc.) Capabili-estoimproveourvendorsorpartnersabili-estoaccessour data.(e.g.webportals,B2Bgateways,etc.) Businessprocesscapabili-estoimproveworkowswithinmycompany (e.g.sixsigma,businessprocessmodeling,etc.) Virtualiza(on Desktopvirtualiza-on Servervirtualiza-on(e.g.,expanding;improvingmanageabilityetc.) Telework/ Mobility Capabili-estoenableemployeestoworkfromhome(e.g.VPN,Citrix, remoteaccesstothecompanysnetwork,etc.) Enablingemployeestousetheirpersonally-supplieddevices,computers orphonestoconnecttothecompanysnetwork Security Automa-ngITmanagement(e.g.,socware/patchupdates) Improvingcompliancewithregula-on ImprovingourcompanysITsecurity Other Improvingthedeliveryofapplica-onsacrossdierentdevices* Givingnewcompany-suppliedcompu-ngtoolstoemployeessuchas smartphones,tabletsorsimilar Consolida-ngorintegra-ngourdatacenters,networkandstorage infrastructure** Capabili-estoaccommodateormanagedatagrowthandstorageneeds Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast Very High Security Very High Very High VeryHigh Collaboration Mobility Informa-onMgmt IT Initiatives Challenges/Pain Points 8. Create your own persona Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information? 9. Persona provides insights to editorial planning Brainstorm Topics Editorial Calendar Pain Points Desires Jobs Description Attributes Budget Keyword Search Demo- graphics 10. Use editorial topics To determine content list 11. Be very focused You cant please everyone 12. Editorial Topics Yearly Monthly Weekly Daily Hourly Tactics (Social / Paid) Strategic Tactics (Social / Paid) Tactics (Social / Paid) Strategic 13. Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov 2013 Dec Topics Cloud Product Launch #1Mobility Product Launch #2 Editorial Topics Big Data CES Product Launch Mobile World Congress Intel Developer Forum in China Computex Intel Developer Forum in US Intel Developer Forum Product launch (Yearly and Monthly) 14. Editorial Topics Weekly and Daily 15. Useful Links: Free Content Marketing Tools 2014: Content planning, creation and marketing made easy Content Marketing for better planning, management and tracking Divvy HQ Gather Content Kapost Compendium Select content planning tools WordPress Trello Opal Moments 16. Options to Create Content Create original content or curate third party content 17. All the time Its hard to create new and original content 18. Curated content does not perform as well As original content 19. Repurpose, Reuse, Repackage (RRR) The option between original and curated content? 20. Example 1: RRR a flagship content to one audience Example 2: RRR a hero or flagship content to different audiences Example 3: RRR different pieces of content to a new piece of content Three Possible Options 21. 5 short blog posts 1 short video animation 3 Infographics 1 presentation 1 white board Video by Intel Expert 1 Podcast interview of the white paper author One 18-page white paper Example 1: 12 content pieces out of one White Paper 22. Long From Content (1) Short From Content (4) Social Content (20) For Social Media: Source: Intel Break down long form content to multiple short forms 23. Short Form Examples 18-pages of White Paper 600 to 800 word blog posts Source: Intel 24. Social Content Examples Source: Intel 25. The Sophisticated Marketers Guide to LinkedIn: Podcast: SlideShare: Another example: Hero Content repurposed into Different formats Source:JasonMiller,GlobalContentMarke-ngManager,LinkedIn 26. eBooks: Blogs: Blogs eBooks Source:JasonMiller,GlobalContentMarke-ngManager,LinkedIn 27. Infographics Source:JasonMiller,GlobalContentMarke-ngManager,LinkedIn 28. The Webinar: Physical Book: The Webinar Physical Book Source:JasonMiller,GlobalContentMarke-ngManager,LinkedIn 29. One more step: Take it Global Source:JasonMiller,GlobalContentMarke-ngManager,LinkedIn 30. The Sophisticated CMOs Guide to LinkedIn The Sophisticated Healthcare Marketers Guide to LinkedIn The Sophisticated Event Marketers Guide to LinkedIn Example 2: RRR a hero or flagship content to different audiences 31. Example 3: RRR different pieces of content to one or different audience Millennial study in China Millennial study in Germany Millennial study in US International Millennial Study eBook 32. A Example 3: RRR different pieces of content to one or different audience CEO announcement of new products: a video A new video3 to 4 slides of new product benefits. Call to action: a demo Customers sharing their pain points =++ B C D 33. Ok, so its time consuming And expensive to RRR 34. There was only a small budget? But what if 35. You will need to wear several hats Editor Content Creator Program Manager Writer Agency Creative 36. From partners and manufacturers Leverage free content 37. Solution Brief co-branded from partner This content is created by Juniper. Offer it free to its channel partners for co-branding Source:Vology 38. Use fiverr, tenrr To find freelancers 39. 1. Evaluate your content, start with promotion in mind. 2. It takes time, budget and effort to repurpose, reuse and repackage. Prioritization is key. 3. Create an RRR plan Start with 1 or 2 flagship content for repurpose, reuse and repackage. Connect the dots by pulling materials from different pieces of content. When you go back to work