A CONTENT MARKETING SUCCESS STORY

Repurposing Content for Maximum Exposure and ROI

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The Power of Content Explosion

* See last slide for acknowledgments

Concept: Atomizing Content*

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Insight Brief

Blog

PressRelease Article

SocialShare

Screencast

Taking elements of the primary content and using it in other places.

Concept: Triggering Content

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Insight Brief

SocialShare

News Release

Screencast

Infographic

Presentation

SlideShare

Blog

Creating new content based on an idea or theme in the primary content.

Content Explosion in Action

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1. A section of the insight brief

2. Becomes a blog post

3. Then shared on social media

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The 12 Indicators of Compromise Content Marketing Campaign

Initial Concept & Primary Content

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The content marketing campaign began with a single insight brief developed by members of the 21CT Marketing Team describing 12 indicators of network compromise.

Campaign Content Strategy

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The six member team then developed a content strategy to maximize exposure of the insight brief through a cross channel, multi-media content campaign.

A True Team Effort

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Under the direction of the CMO, individual members of the content team led different aspects of the campaign: ● Technical concepts ● Content strategy ● Content development ● Email marketing ● Lead generation ● Event presence ● Graphic design

Content, Content, Everywhere!

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The content eventually included blog posts, analytics, emails, social shares, landing pages, infographics, webcasts, screencasts, and articles in national digital magazines.

So what’s all that look like?

This......

1 Insight Brief ➔ 104 Pieces of Content

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Primary Content (1): Insight Brief

Secondary Content (26): Landing Pages = 2 Blog Posts = 10 News Releases = 1 Video = 3 Infographics = 2 Articles = 1 Security Analytics = 4 Email Newsletters = 3

Social Shares (77): Twitter = 44 LinkedIn = 33

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The Content

12 Indicators Content

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● Insight Brief (1) ○ “The 12 Indicators of Compromise” (Primary Content, PDF)

● Blog Posts (10) ○ “Security Analytics To Identify The 12 Indicators Of Compromise” Scott, 1/14 ○ + “Security Analytics Provide More Context For More Complete Remediation” Mike, 1/16 ○ + “Google Chrome Bug Lets Attackers Eavesdrop On You” Tim Ray, 1/28 ○ + “12 Indicators Of Compromise: A Return On Threat Feed Intelligence” Mike, 2/6 ○ “Mitigate Network Breaches With Early Detection Of Policy Violations” Scott, 2/19 ○ “Infographic: How Does A Social Engineering Security Attack Happen?” Mike, 2/20 ○ + “Security Analytics And Visualization: Visualizing A Targeted POS Attack” Mike, 3/5 ○ “Get Active With Your Policy Management With Security Analytics” Scott, 3/27 ○ “How Tax Scams Can Help You Defend Against Social Engineering” Scott, 4/9 ○ “Detect Point-Of-Sale Intrusions Before Attackers Walk Off With The Store” Scott, 4/23

+ These posts included downloadable, human readable scripts for detecting the indicator.

12 Indicators Content (cont’d)

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● Landing Pages (2) ○ “Security Analytics to Identify the 12 Indicators of Compromise” [Insight Brief] ○ “Prime Examples of Social Engineering Attacks on Your Network” [Infographics]

● News Releases (1) ○ Campaign kickoff: “Network Behavior Analysis and Visualization to Detect the 12 Indicators of

Network Compromise”

● Video (3) ○ 2 Take A look LIVE! Webcast episodes focusing on the 12 indicators

÷ “Take A Look, LIVE! | Ep. 1: Security Analytics” ÷ “Take A Look, LIVE! | Ep. 2: Social Engineering and Analytics”

○ 1 product screencast demonstrating how to detect an indicator ÷ “Target Point-of-Sale Attack Visualized | Security Analytics and Data Visualization”

● Infographics (2) ○ “Email-Based Social Engineering Attack” (PNG) ○ “Phone-Based Social Engineering Attack” (PNG)

● Articles (1) ○ “Take A Look Inside Network Behavior and Visualize a More Secure Environment,” Connect

Converge, Spring 2014 edition

12 Indicators Content (cont’d)

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● Security Analytics (4) Downloadable, human readable scripts for detecting the indicators ○ IOC Security Analytic: Three Stage Target ○ IOC Security Analytic: Return on Intelligence ○ IOC Security Analytic: Outbound Ratio Security Analytic ○ IOC Security Analytic: Alert Visibility - MD5 Hash Search

● Email Newsletters (3) ○ 12 Indicators campaign kickoff ○ Highlight in RSA conference announcement ○ Social Engineering infographic promotion

● Social Shares (77) ○ 44 Tweets (23 using the official campaign hashtag #12indicators) ○ 33 LinkedIn shares

Credit Where It’s Due

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The concept of repurposing content is not new. I didn’t invent it. To attempt to acknowledge all the content marketers who’ve developed the idea of repurposing content before I came to the party would be an act of futility in the extreme.

I will, however, credit Andy Crestodina (@crestodina) for the term “atomizing content” coined in his great book Content Chemistry, though I think I use it in a slightly different way.

If I cribbed off anyone unwittingly, I apologize. Please let me know so I can correct the error.