Repurpose, Reuse and Refresh Content

Repurpose

Reuse

Refresh Content @PamDidner

Use Content to Drive Conversion

But before you

Repurpose Reuse Refresh

Let’s sit back

And think for a minute

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

Understand your audience through

§  Buyer Research

§  Seller Interviews

§  Keyword Search

§  Social Listening

§  Observations

Ravi, IT Manager Med. & Lrg. Business

Tech Enthusiast

External Influencers Organ

iza(

onal A-tude

s and

Business O

utcomes

Use tech as compe--ve advantage p

Willingness to pay a premium $$$

Early tech adopters p Employees that are extremely connected and extremely dispersed p

Full -me dedicated IT staff p

Techno

logy In

frastructure

# of sites p IT Budget $$$

% of employees with a dedicated computer

Computer installed base

Computer refresh cycle

>50% installed base of laptops p Server installed base

Has a enterprise class data center p Smartphone installed base

Tablet installed base

Currently use SaaS, IaaS or PaaS p Server virtualiza-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

Leveraging Data

Business intelligence tools to speed the ability to report, analyze and store data (e.g., data mining, analy-cs, data warehousing, etc.)

� Data management applica-ons that control, protect, deliver and enhance value of data and informa-on. (e.g. ERP, CRM, transac-onal databases, etc.)

�

Capabili-es to improve our vendors’ or partners’ abili-es to access our data. (e.g. web portals, B2B gateways, etc.)

� Business process capabili-es to improve workflows within my company (e.g. six sigma, business process modeling, etc.)

�

Virtualiza(on Desktop virtualiza-on � Server virtualiza-on (e.g., expanding; improving manageability etc.) �

Telework/ Mobility

Capabili-es to enable employees to work from home (e.g. VPN, Citrix, remote access to the company’s network, etc.)

� Enabling employees to use their personally-‐supplied devices, computers or phones to connect to the company’s network

�

Security

Automa-ng IT management (e.g., socware / patch updates) � Improving compliance with regula-on � Improving our company’s IT security �

Other

Improving the delivery of applica-ons across different devices* � Giving new company-‐supplied compu-ng tools to employees such as smartphones, tablets or similar

� Consolida-ng or integra-ng our data centers, network and storage infrastructure**

� Capabili-es to accommodate or manage data growth and storage needs �

Ravi, IT Manager Med. & Lrg. Business

Tech Enthusiast

Very High

Security

Very High

Very High

Very High

Collaboration

Mobility

Informa-on Mgmt

IT Initiatives

Challenges/Pain Points

Create your own persona

Name? Personal Profile? Job Description?

Challenges or Desires? Content needs?

Preferred media to receive information?

Persona provides insights to editorial planning

Brainstorm Topics

Editorial Calendar

Pain Points Desires

Jobs Description Attributes Budget

Keyword Search

Demo-graphics

Use editorial topics

To determine content list

Be very focused

You can’t please everyone

Editorial Topics

Yearly

Monthly

Weekly

Daily

Hourly

Tactics (Social / Paid)

Strategic



Strategic

Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

2013

Dec

Topics Cloud Product Launch #1 Mobility 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)

Editorial Topics

Weekly and Daily

Useful Links: Free Content Marketing Tools 2014: Content planning, creation and marketing made easy

http://blog.woorank.com/2014/02/free-content-marketing-tools-2014-content-marketing-easy/

Content Marketing for better planning, management and tracking http://www.toprankblog.com/2013/08/5-content-marketing-planning-tools/

Divvy HQ Gather Content

Kapost Compendium

Select content planning tools

WordPress Trello

Opal Moments

Options to Create Content

Create

original content or curate third

party content

All the time

It’s hard to create new and

original content

Curated content does not

perform as well

As original content

Repurpose, Reuse, Repackage (RRR)

The option between original and curated

content?

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

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

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

Short Form Examples

18-pages of White Paper

600 to 800 word blog posts Source: Intel

Social Content Examples

Source: Intel

The Sophisticated Marketer’s Guide to LinkedIn:

Podcast: SlideShare:

Another example: Hero Content repurposed into

Different formats

Source: Jason Miller, Global Content Marke-ng Manager, LinkedIn

eBooks:

Blogs:

Blogs eBooks


Infographics


The Webinar:

Physical Book:

The Webinar Physical Book


One more step: Take it Global


The Sophisticated CMO’s Guide to LinkedIn

The Sophisticated Healthcare Marketer’s Guide to LinkedIn

The Sophisticated Event Marketer’s Guide to LinkedIn

Example 2: RRR a hero or flagship content to different audiences

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

A

Example 3: RRR different pieces of content to one or different audience

CEO announcement of new products:

a video

A new video 3 to 4 slides of new product benefits.

Call to action: a demo

Customers sharing their pain points

= + + B C D

Ok, so it’s time consuming

And expensive

to RRR

There was only a small budget?

But what if

You will need to wear several hats

§  Editor §  Content Creator §  Program Manager §  Writer §  Agency §  Creative

From partners and manufacturers

Leverage free content

Solution Brief – co-branded from partner This content is created by Juniper. Offer it free to its channel partners for co-branding

Source: Vology

Use fiverr, tenrr

To find freelancers

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…