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
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
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)
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
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
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
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…