Lee Odden - Hungry For Better Content

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HUNGRY FOR BETTER CONTENT

What the Mighty Hamburger Can Teach Us About Repurposing & Personalizing with Modular Content

@LeeOdden

CEO, TopRankMarketing.com

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Content is King.It’s the Kingdom!

isn’t

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Content Demands Can Be Overwhelming!

Photo: Shutterstock

We need a new, original blog post

every day. Can you get on that?

Can you create 2 new ebooks, 12 social messages

each and an infographic? Tomorrow?

We need a new content plan with personas for 12 customer segments each broken out by a 4 stage

buying cycle.

Oh, and could you do that for each region?

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50%of marketers say producing content

consistently is a top challenge.

CMI/MarketingProfs

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There Are Many Content Marketing Tactics

http://tprk.us/30cmtactics30 Content Marketing Tactics

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Solution? Repurposing!

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122 assets from one eBook!

marketeer.kapost.com/example-of-a-content-pillar

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Photo @rickramoscom

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Find the Balance

What is most efficient for you to repurpose? What content do your

customers really want?

Why can’t we have both?

Photos: Shutterstock

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WE CAN!

With a Modular & Customer Focused Approach to Content

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Planning, creating and repurposing component

pieces of information and media organized by topic,

keyword, customer focus and type.

By “Modular Content” I mean…

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Winning @Modular Content: Event eBooks13 eBooks

262 Influencers(200 original)

870,684 views(1m incl. blog posts)

RepurposedMANY ways

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Large AssetBlog Post

Infographics

Industry Article

Micro-ContentThemed ContentElements

Modular Repurposing Schema

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Winning @Content RepurposingThemedTips/Quotes

Social Network Posts (text and images)

Keyword SEO & Cross Linking

eBook Blog Posts Infographic Newsletter

Guest Posts Articles Guides Checklists Presentations

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It’s Time for a Mighty Metaphor

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Enter The Content Burger

Photo: Shutterstock

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Consider the Ingredients

Photo: Shutterstock

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There Are So Many Options!

Photos: ShutterstockPhotos: Shutterstock

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What Kind of Content Burger Do Your Customers Want?


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Content Ingredients

TipsQuotesHow to’sStatisticsExamplesCase Studies

Any Facts Relevant to the Theme & Customers


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Modular Content Planning

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Know Your Customers

Content Marketing provides answers and experiences for buyers to inform and inspire them to the logical conclusion that your brand is the solution to their problem.

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Customer Content Journey

awareness consideration purchase retention advocacy

PR Radio

TVPrint

Word of Mouth

Direct MailEmail

Ecommerce

Store FAQKnowledge Base Promotions

Newsletter

Social Networks

BlogWebsite

CommunityForum

Online Ads

Email

PPCSocial Ads

Blog

Reviews

Media

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Discover

$$$

Act

Consume

Start with Customers, Not Content

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Brand USPCustomer Focus

USP

USP

USP USP

USP

USPSEO/SEM

Social Networks

Content Marketing Industry Media & News

AdvertisingCreate Signals of CredibilityWherever Your Customers Are

Influencers

Photo: Shutterstock

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Be the best answer.@leeodden

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• IDENTIFY CORE CONCEPTS important to answering customer questions

during the buying experience.

• CREATE & CURATE CONTENT around those ideas: text, images, audio,

video relevant to your target audience.

• USE CONTENT SNIPPTS AS INGREDIENTS for your content marketing,

including repurposing.

What Do Your Customers Care About?

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Optimize the Customer Journey

Search KeywordsSocial TopicsAdvertisingPublicationsEventsWord of Mouth

Text, Images, Audio, VideoMobile, Tablet, ComputerFormal, Funny, Long, Short

Social ShareEngage SubscribeRegisterInquireBuy


Attract Engage Convert

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Customer-Centric Modular Content

TargetAudience 1

TargetAudience 2

TargetAudience 3

Early What is X What is X What is X

Middle How to use X How to use X How to use X

Late Next steps Next steps Next steps

Answer buyer questions based on stage in the buying cycle


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Modular Content Grid

Organize Content Snippets by Keyword

Cite Sources, Especially Influencers

Keyword/Topic Type Content Influencer

Bacon Statistic “87% of people who buy bacon in bulk are happy.” Dr. Heford Milk(Psychologist)

Pork Quote “If you want to save the environment from animal sourced greenhouse gasses, eat pork, not beef”.

Dr. Bob Bovine(Scientist)

Ham Tip “If you’re on a diet, skip burgers and go for a delicious ham sandwich, low in fat, high in taste.”

Cow Moo(Nutritionist)

Photo: panoramio

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Create Templates for Repurposing

Cross Posted Blogs

Social Networks

Industry Media

Customer Pain

Branding

Target Topic

Brand Solution

Keyword Promo Keyword Promo

CTA

Image Asset

Keyword Promo

Image Assets

Brand Story / USP

Customer Pain/Goals

= Themes, Topics, Keywords

SEO

Target Topic

Social Networks

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What Secret Burger Ingredient Can Make Your Content POP?

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BACON!aka Influencers

Businesses are making $6.50 for each $1 spent on influencer marketing with the top 13% earning $20 or more. (Tomoson)Or Ann Handley

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Add Influencers to the Modular Mix

Empathy with Customer Pain

Influencer Content

Keyword Optimized

Topic Focus

CTA

Social Proof & Share

Influencer Content Influencer Content

Keyword Optimized

Influencer Content

Influencer Content

Influencer Content

POP!

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5 Content Repurposing Tactics

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1. Big to Small (Most Common)Social MediaLinkedInFacebookTwitterTipsTacticsQuotes

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2. Small to Big: Themed News Curation viralnewschart

buzzsumo

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2. Small to Big: Themed News CurationSocial Curation Blog News Post Email Newsletter

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3. Small to Big: Nuggets• Research stats, quotes,

short tips• Organize in a spreadsheet

by target audience buying stage

• Make some into images (Canva, Pixlr, Over)

• Schedule in social shares• Compile into listicles• Use in newsletters• Use in blog posts• Use in articles to media• Use in presentations

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Repurpose Small to Big

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4. Explode Interviews

Guided by Keyword Themes:• Ask a mix of unique & repeat questions• Post original interviews• Repurpose in an eBook, social shares• For each repeat question, compile the

answers & publish as a new article

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5. Thought Leadership

Identify a key trend yourcustomers care about

Poll industry influencersfor their insights, predictions

Add your own insights as well

PUBLISH

eBookBlog PostsGuide

REPURPOSE

Industry PubsGuest Blog PostsInfographicNewsletterPresentations

EXTEND

Follow up In-DepthInterviews

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Where Repurposing Fits: Content Maturity

Stasis Production Utility Storytelling MonetizationFocus: status quoStaticFew resourcesInitial experimentsBrand centric

Focus: quantityStrategyProcessCreation“More is Better”SEO centric

Focus: qualityFunctional, usefulCustomer focusedRefined processSocial centric

Focus: experienceSeek to dominate USPBrand leadershipOptimized buy cycleIntegrationMulti & Omni Channel

Focus: ecosystem Marketing ROIContent Publishing ROISyndication ROIServices ROIScale

Source: TopRank Online Marketing

RepurposingFor Efficiency

RepurposingFor Effectiveness

RepurposingFor Experience

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CUSTOMER INSIGHT– Identify key customer segments, develop profiles (personas) and the

questions they have at early, middle and late stages of buying process

MODULAR IMAGINGATION – Think about small to big and big to small modular content for

efficiency, SEO and ability to personalize for specific target audiences

ADD THE BACON– Connect with influencers to capture ingredient content (quotes, tips, stats

and examples) to add some POP to your repurposed content

Takeaways

Photo: Shutterstock

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Thank You@LeeOdden

[email protected]

We’re Hiring!

BONUS!Get this Optimized

Content Workflow at:http://tprk.us/ozwflow