Repurpose, Reuse, Refresh
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The document discusses strategies for repurposing, reusing, and refreshing content. It recommends first understanding the target audience through research to develop a persona. Then an editorial calendar can be created using topics relevant to that persona. Existing content can be broken down into multiple short form pieces for different channels. Partnerships and freelancers may provide free or low-cost content that can be co-branded or redistributed. Overall, the key is to prioritize flagship content and connect various content pieces to maximize value from repurposing.
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Repurpose, Reuse, Refresh
- 1. PRESENTED BY! #C2C14! Repurpose, Reuse, Refresh! Pam Didner, Global Integrated Marketing Strategist, Intel !
- 3. Use Content to Drive Conversion But before you Repurpose Reuse Refresh
- 4. Let’s sit back And think for a minute
- 5. 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
- 6. Understand your audience through § Buyer Research § Seller Interviews § Keyword Search § Social Listening § Observations
- 7. Ravi, IT Manager Med. & Lrg. Business Tech Enthusiast External Influencers Organiza(onal A-tudes and Business Outcomes Use tech as compe--ve advantage p Willingness to pay a premium $$$ Early tech adopters p Employees that are extremely connected and extremely dispersed p Full -me dedicated IT staff p Technology Infrastructure # of sites p IT Budget $$$ % 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
- 8. 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
- 9. Create your own persona Name? Personal Profile? Job Description? Challenges or Desires? Content needs? Preferred media to receive information?
- 10. Persona provides insights to editorial planning Brainstorm Topics Editorial Calendar Pain Points Desires Jobs Description Attributes Budget Keyword Search Demo- graphics
- 11. Use editorial topics To determine content list
- 12. Be very focused You can’t please everyone
- 13. Editorial Topics Yearly Monthly Weekly Daily Hourly Tactics (Social / Paid) Strategic Tactics (Social / Paid) Tactics (Social / Paid) Strategic
- 14. 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)
- 15. Editorial Topics Weekly and Daily
- 16. 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
- 17. Options to Create Content Create new original content or curate third party content
- 18. All the time It’s hard to create original content
- 19. Curated content may not perform as well As original content
- 20. Repurpose, Reuse, Repackage (RRR) The option between original and curated content?
- 21. 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 one or different audiences Three Possible Options
- 22. 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
- 23. 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
- 24. Short Form Examples 18-pages of White Paper 600 to 800 word blog posts Source: Intel
- 25. Social Content Examples Source: Intel
- 26. 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
- 27. eBooks: Blogs: Blogs eBooks Source: Jason Miller, Global Content Marke-ng Manager, LinkedIn
- 28. Infographics Source: Jason Miller, Global Content Marke-ng Manager, LinkedIn
- 29. The Webinar: Physical Book: The Webinar Physical Book Source: Jason Miller, Global Content Marke-ng Manager, LinkedIn
- 30. One more step: Take it Global Source: Jason Miller, Global Content Marke-ng Manager, LinkedIn
- 31. 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
- 32. 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
- 33. 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
- 34. Ok, so it’s time consuming And expensive to RRR
- 35. There was only a small budget? But what if
- 36. You will need to wear several hats § Editor § Content Creator § Program Manager § Writer § Agency § Creative
- 37. From partners and manufacturers Leverage free content
- 38. Solution Brief – co-branded from partner This content is created by Juniper. Offer it free to its channel partners for co-branding Source: Vology
- 39. Use fiverr, tenrr To find freelancers
- 40. 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…
- 41. Oh, wait, one more RRR example…
- 42. CAPTURE EVERYTHING BEHIND THE SCENES Q & A VIDEOSVIDEOS OF JUMPERS