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Repurpose on Purpose: Personalized Content for Your Target Audience @LeeOdden TopRankMarke0ng.com

Modular Content: How to Repurpose Content Personalized for Target Audiences

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Repurpose on Purpose: Personalized Content for Your Target Audience @LeeOdden    TopRankMarke0ng.com  

@leeodden   @toprank  

Small Business, Big Footprint

TopRankBlog.com •  11  years •  1.8  million  words  –  3,700  posts •  Nearly  2  million  visitors/year •  2  dedicated  weekly  contributors •  +  team:  monthly,  quarterly

Social  Networks:  300k+ •  CombinaKon  of    

@leeodden  @toprank •  TwiNer,  Facebook,  LinkedIn,  Google+,  

Pinterest,  SlideShare,  Instagram,  YouTube

Community  >  300K  

Website

Twitter Facebook YouTube

Instagram LinkedIn

Slideshare

White Papers Google+

Guides

Book

Webinars

Articles

Newsroom

Social Creation & Curation

Guest Posts Events eBooks Pinterest

Blog

@leeodden   @toprank  

How Do You Create All That Original Content?

Photo:  ShuCerstock  

@leeodden   @toprank  

You Don’t!

Co-Create Curate

Repurpose! Photo:  ShuCerstock  

@leeodden   @toprank  

Content Marketing Maturity

Stasis Production Utility Storytelling Monetization Focus:  status  quo  Sta0c  Few  resources  Ini0al  experiments  Brand  centric  

Focus:  quan0ty  Strategy  Process  Crea0on  “More  is  BeCer”  SEO  centric  

Focus:  quality  Func0onal,  useful  Customer  focused  Refined  process  Social  centric  

Focus:  experience  Seek  to  dominate  USP  Brand  leadership  Op0mized  buy  cycle  Integra0on  Mul0  &  Omni  Channel  

Focus:  ecosystem    Marke0ng  ROI  Content  Publishing  ROI  Syndica0on  ROI  Services  ROI  Scale  

Source:  TopRank  Online  Marke0ng  

Most Repurposing

Repurposing On  Purpose

@leeodden   @toprank  

Content  isn’t  King. It’s  the  Kingdom!

@leeodden  

@leeodden   @toprank  

The Stats

#SMMW15  

50% of  marketers  say  producing  content  

consistently  is  a  top  challenge.  CMI/Marke0ngProfs  

@leeodden   @toprank  

Enter the Art of Repurposing

@leeodden   @toprank  

Leftovers Content Repurposing

@jasonmillerca    -­‐    @linkedinmktg

www.slideshare.net/Jasonmillerca

@leeodden   @toprank  

122  assets  from  one  eBook

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

@leeodden   @toprank  

Yet, Content Can Be Overwhelming

#SMMW15  

Demand  Gen,        MarkeKng      AutomaKon,            Lead  Nurturing

Content,  SEO, Social  Media,    Ads,  AnalyKcs

Image:  ShuCerstock  

@leeodden   @toprank  

@leeodden   @toprank  

What Kind of Content Are You Creating?

@leeodden   @toprank  

Content Marketing Tactics hNp://tprk.us/30cmtacKcs

@leeodden   @toprank  

For Whom?

Photo:  ShuCerstock  

@leeodden   @toprank  

Punting is Not Scoring

@leeodden   @toprank  

Whose Problems Are You Solving?

Yours?       Or  Your  Customers’?

Photo:  ShuCerstock  

<insert  clever  cartoon  about    content  quanKty  vs.  quality>

@leeodden   @toprank  

Customer Centric Content is Essential

Photos:  ShuCerstock  

Discover

Consume $$$

Act

@leeodden   @toprank  

A Cynical View of Sales Cycle

@leeodden   @toprank  

Align Content With the Customer Journey

PR Radio TV Print

Word of Mouth

Email

Ecommerce

Store FAQ

Knowledge Base Promotions

Newsletter

Social Networks

Blog Website

Community Forum

Online Ads

Email

PPC Social Ads

Blog

Reviews

Media

awareness consideration purchase retention advocacy interest

Create  Top  of  Mind  

Recogni0on  

Engagement  with  the  Brand    

Inclusion  in  more  

prospect  dialogues  

Increase  in  inquiries  /  

sales  mee0ngs  

@leeodden   @toprank  

Three Essential Content Questions:

How  will  this  content  aNract  the  right  audience,  right  Kme,  right  place?

How  will  this  content  engage  them  –  right  message,  right  types  of  content,  media,  channels  and  devices?

How  will  this  content  convert  them  to  the  next  stage  in  the  buying  cycle,  to  a  lead,  a  customer,  an  advocate?

1

2

3

@leeodden   @toprank  

Be the best answer. @leeodden  

@leeodden   @toprank  

Audience Content Preferences

Discover

$$$

Act Search  Keywords Social  Topics AdverKsing PublicaKons Events Word  of  Mouth

Social  Share Engage   Subscribe Register Inquire Buy

Text,  Images,  Audio,  Video Mobile,  Tablet,  Computer Formal,  Funny,  Long,  Short

Consume

@leeodden   @toprank  

Audience Data to Personalize For • Demographics  • Behaviors  •  Segmenta0on  Data  • What  do  they  care  about?    • What  is  the  voice  of  the  customer  on  social?  • What  ques0ons  do  customers  need  answered  across  the  sales  cycle?    Early,  Middle,  Late  

@leeodden   @toprank  

Content Considerations

Target  Audience  1

Target  Audience  2

Target  Audience  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 Source: @TopRank Marketing

Answer  buyer  ques0ons  based  on  stage  in  the  buying  cycle  

@leeodden   @toprank  

1. Big to Small Which  social  media  markeKng  tacKcs  are  important? How  does  (Facebook,  TwiNer)  markeKng  work? Where  can  I  go  to  get  more  informaKon?  Hint:  Social  Media  Marke1ng  World!

@leeodden   @toprank  

2. Small to Big: News Curation

News  Shared  on  Social News  Roundup  on  Blog Email  NewsleNer

What is it? How does it work? Next steps?

@leeodden   @toprank  

Trending News Sources viralnewschart.com  

app.buzzsumo.com/trending  

@leeodden   @toprank  

3. Small to Big: Nuggets

What is it? How does it work? Next steps?

•  Research  stats,  quotes,  short  Kps

•  Organize  in  a  spreadsheet  by  target  audience  buying  stage

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

•  Schedule  in  social  shares •  Compile  into  lisKcles •  Use  in  newsleNers •  Use  in  blog  posts •  Use  in  arKcles  to  media •  Use  in  presentaKons

@leeodden   @toprank  

Reimagined Content

gi^guide.leafletonline.com/  

@leeodden   @toprank  

Curate, Assemble, Promote

@leeodden   @toprank  

4. Explode Interviews Sequence  of  interviews  with  influencers •  Define  the  topic •  How  does  it  work •  What  to  do  next?

Repurpose: •  Ask  a  mix  of  unique  &  repeat  quesKons •  Post  original  interviews •  Repurpose  in  an  eBook,  social  shares •  For  each  repeat  quesKon,  compile  the  

answers  &  publish  as  a  new  arKcle

Authority  Rainmaker hNp://tprk.us/trar15

@leeodden   @toprank  

5. Repurpose as a Theme

@leeodden   @toprank  

Theme + Refresh

@LeeOdden  

Let’s  Get  Modular  

Photo:  ShuCerstock  

@leeodden   @toprank  

Modular Content: Big to Small eBook

Blog  Post

NewsleNer

Industry  ArKcle

Micro-­‐Content

@leeodden   @toprank  

Modular Content: Small to Big eBook

PresentaKon

Blog  Post

NewsleNer

Blog  Post

Micro-­‐Content

Micro-­‐Content NewsleNer

Blog  Post

Industry  ArKcle

@leeodden   @toprank  

Advantages of Modular Microcontent • Plant  idea  seeds  • Micro  content  is  sharable  • Collect  data:  themes,  ac0ons  • Cura0on  is  easy  • Micro  to  macro  is  SEO  friendly  • Ripe  for  personaliza0on  &  repurposing  

@leeodden   @toprank  

Burgers & Modular Content

Photo:  ShuCerstock  

@leeodden   @toprank  

Many Ingredient Options / Combos

Photo:  Dwight  Eschliman/New  York  Magazine  

@leeodden   @toprank  

Customize According to Customer

Photo:  Thrilist  

@leeodden   @toprank  

What Kind of Content Burger Do Your Customers Prefer?

Photo:  ShuCerstock  

@leeodden   @toprank  

Think About How You’ll Customize Repurposed Content

Just  Don’t  Repurpose  Any  Burgers

Photo:  ShuCerstock  

@leeodden   @toprank  

Takeaways

Customer  insight  –  Iden0fy  key  customer  segments,  develop  profiles  (personas)  and  the  ques0ons  they  have  at  early,  middle  and  late  stages  of  buying  process    

Modular  imagina2on  –  Think  about  small  to  big  and  big  to  small  modular  content  for  efficiency,  SEO  and  ability  to  personalize  for  specific  target  audiences    

Test  and  Iterate  –  It’s  OK  to  start  small,  just  be  sure  to  collect  data  to  inform  future  content  &  repurposing  

@leeodden   @toprank  

THANK YOU!

Lee  Odden  -­‐  @leeodden  [email protected]    

TopRankMarke2ng.com  TopRankBlog.com    

Op0mizeBook.com