Learn how to repurpose, reuse and refresh content.

1. Repurpose
Reuse
Refresh Content
@PamDidner

2. Use Content to
Drive Conversion
But before you
Repurpose
Reuse
Refresh

3. Let’s sit back
And think
for a minute

4. 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

5. Understand your
audience through
§ Buyer Research
§ Seller Interviews
§ Keyword Search
§ Social Listening
§ Observations

6. 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

7. 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

8. Create your
own persona
Name?
Personal Profile?
Job Description?
Challenges or Desires?
Content needs?
Preferred media to
receive information?

9. Persona provides insights to
editorial planning
Brainstorm Topics
Editorial Calendar
Pain
Points
Desires
Jobs
Description
Attributes Budget
Keyword
Search
Demo-
graphics

10. Use editorial topics
To determine
content list

11. Be very focused
You can’t
please everyone

12. Editorial Topics
Yearly
Monthly
Weekly
Daily
Hourly
Tactics (Social / Paid)
Strategic
Tactics (Social / Paid)
Tactics (Social / Paid)
Strategic

13. Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2013
Dec
Topics Cloud
Product
Launch #1Mobility
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)

14. Editorial Topics
Weekly and Daily

15. 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

16. Options to
Create Content
Create
original content or
curate third
party content

17. All the time
It’s hard to create
new and
original content

18. Curated content
does not
perform as well
As original content

19. Repurpose, Reuse,
Repackage (RRR)
The option between
original and curated
content?

20. 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

21. 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

22. 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

23. Short Form Examples
18-pages of White Paper
600 to 800 word blog posts
Source: Intel

24. Social Content Examples
Source: Intel

25. 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

26. eBooks:
Blogs:
Blogs
eBooks
Source:
Jason
Miller,
Global
Content
Marke-ng
Manager,
LinkedIn

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

28. The Webinar:
Physical Book:
The Webinar
Physical Book
Source:
Jason
Miller,
Global
Content
Marke-ng
Manager,
LinkedIn

29. One more step: Take it Global
Source:
Jason
Miller,
Global
Content
Marke-ng
Manager,
LinkedIn

30. 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

31. 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

32. A
Example 3: RRR different pieces of content to
one or different audience
CEO announcement
of new products:
a video
A new video3 to 4 slides of new
product benefits.
Call to action:
a demo
Customers sharing
their pain points
=++ B
C
D

33. Ok, so it’s time
consuming
And expensive
to RRR

34. There was only a
small budget?
But what if

35. You will need to wear
several hats
§ Editor
§ Content Creator
§ Program Manager
§ Writer
§ Agency
§ Creative

36. From partners
and manufacturers
Leverage
free content

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

38. Use fiverr, tenrr
To find
freelancers

39. 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…