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Evergreen Marketing
The Art of Recycling, Reusing & Repurposing
Your Visual Content
May 26, 2015
#Dreambank
About Me
● With Widen since 2005
● Content Marketer
● Marketing Technologist
CONTACT: JATHEY@WIDEN.COM
FOLLOW: @JAKEATHEY
...
We power the content
that builds your brand.
And connect it with everyone who needs it.
● Ways to share, reuse and repurpose content.
● Identifying your own “big rock content.”
● Sharing your visual story with ...
QUICK POLL
WHO ARE YOU?
#Dreambank
MY TOP 10
NOVICE DESIGN TIPS
1. Have your brand guide handy at all times
2. Know and use your colors, fonts & styles
3. Di...
MY TOP 10
NOVICE DESIGN TIPS
6. Use imagery that resonates
7. Have a basic familiarity with design tools
8. Use screenshot...
goal setting
content marketing
visual storytelling
social
media
user generated content content
curation
contentstrategy
pr...
Content Marketing...
is a strategic marketing approach focused on
creating and distributing valuable, relevant,
and consis...
We’ve entered the age of the customer
We’re content marketers
who develop content that wins
the hearts and minds of others.
Tweets from #ConfabMN
What is evergreen content?
#Dreambank
Content Strategy
#1. Have a strategy for how to connect with
your audience and portray your brand.
This will help create content that is:
a...
Create and curate content that buyers and customers want
that will assist them in doing their jobs better. Reach them in
t...
Robert Plutchik’s Wheel of Emotions
#Dreambank
1. Social
2. Emotional
3. Spiritual
4. Environmental
5. Occupational
6. Intellectual
7. Physical
7 DIMENSIONS OF WELLNESS
What’s Your Biggest Obstacle in
Content Marketing?
“I’m busy trying to do my ‘normal’ job.”
“How can I do this on top of what I
already have on my plate?”
“I don’t have anyt...
Reduce
amount of new work
Recycle
existing content
Reuse
it over time
Value of Repurposing
GOVERNANCE
WORKFLOW
SEARCH
METADATA
PROCESSING
TRACKING
DIGITAL
LINKING
SHARING
CONVERSIONS
DIGITAL ASSET
MANAGEMENT
How DAM can help:
● Take stock in all that you have
● Look at analytics to see what worked
● Use and build upon what worke...
Create Once Publish Everywhere
COPE
John Kuehl,
Digital Marketing Manager
CORPORATE
MARKETING
SERVICE
PR/MEDIA
DISTRIBUTORS
DEALERS
VENDORS
PARTNERS
CONTENT
MANAGEMENT
Repurpose Assets Across All Channels
BRAND PRODUCT PR SALES TRAINING
WEB EMAIL SOCIAL PRINT DISPLAY
Connecting Community with the
Content Lifecycle
Invite customers
to tell your story
Birch Norton,
Creative Director at BEAM
Audience engagement starts on MINIUSA.com
The curation process starts on Instagram, Facebook or Twitter
Automation is made possible with IFTTT, Dropbox and Widen
High quality content comes free from MINI customers
Showing great content encourages more great content
Mixed display of professional and customer-supplied imagery
Favorites shared with loyal MINI community
AUTOMATION BLUEPRINT
**STRATEGIZE YOUR GAME PLAN FOR AUDIENCE ENGAGEMENT
7) Share and
repurpose content
to better engage
y...
Goal Setting
Goals for your content:
● Web Traffic
● Sales Leads
● Brand Awareness
● Sales & Revenues
● Search Rankings
● Membership
● ...
Widen’s content mission:
To empower marketing and creative teams
to know how to better connect their
marketing content by ...
Things to ask yourself:
● What are we passionate about, what is our mission?
● Who do we have as subject matter experts?
●...
Finding Your Big Rock
“Big Rock” Content
Jason Miller
Global Content Marketing
LinkedIn Marketing Solutions
HOW DOES IT WORK?
1. Plan
2. Create
3. Experience
4. Reuse and
repurpose
CONNECTING THE
CONTENT DOTS
The Widen Story
THE PROBLEM
How can we help prospective
customers follow a path to
select the best fit solution?
The “Zero Moment of Truth”
Map the customer lifecycle
Youtility
“Be helpful, not hype-full”
Create a useful resource to guide a process
Make it visible in obvious locations
Create “bigger rocks”
Give away valuable resources
CUSTOMER LIFECYCLE
Support the journey with helpful resources
Build an email series
Use visual content
Share and repurpose content with social media
Use visual elements in organic posts, sponsored content & ads
470 px
Feature your big rock content in prominent spots
Collect and nurture leads
Offer different options to engage
Deliver more with email auto-responders
Create an infographic to connect visually
Promote a webinar series
Invite relevant audiences
Make the recording and slides available
Feature webinars to collect leads
Give reason to submit forms
Promote on-demand webinars
Give a live presentation
Get picked up by influencers
Feature big rock content in your newsletters
Take it to events on screen and in print
Repurpose content in more targeted webinars after the event
Get a bigger screen
Analyze your data and share your experiences
Blend live and digital experiences
Connect with other like-minded pros
HOW DOES IT COME FULL CIRCLE?
CONTENT RESULTS
DAM Decision Guide
700+ Leads
DAM Decision Toolkit
2100 Downloads (no form)
DAM Basics Webinars
125+ Avg L...
EMAIL PERFORMANCE
THE RUNDOWN
1. The One-Pager
2. The Toolkit
3. 16 Email Series
4. 2 New Twitter Accounts
5. Google Adwords
6. Remarketing ...
THE REPURPOSING “RULE OF 15”
TOP 10 TIPS & TAKEAWAYS
1. Use web analytics to identify popular content
2. Use social analytics to identify engaging cont...
Writing is like driving at night in the
fog. You can only see as far as your
headlights, but you can make the
whole trip t...
1. Identify / create your big rock content
2. Identify related content you own
3. Identify related 3rd-party content and q...
Our content marketing shows results
Quantitative Qualitative
• Knowledge
• Confidence
• Preparedness
• Passion
• Alignment...
Strategy Maps & Processes
Content ideas you can use
HIGH VALUE
● Whitepapers
● Slidedecks
● Webinars
● Videos
● Infographics
● Research reports
● Bo...
Mapping big rock content to quick picks
BIG ROCK
● Whitepapers
● Slidedecks
● Webinars
● Videos
● Infographics
QUICK HITS
...
Mapping content to the customer lifecycle
Lead Prospect Customer Advocate
Video Topic/Trend
Subject/Story
Infographic
Whit...
Mapping personas to the customer lifecycle
Awareness Consideration Purchase Advocacy
Persona 1 Topic/Trend
Subject/Story
C...
DO IT
YOURSELF
The right mix for you
KEY TIPS &
TAKEAWAYS
Have goals you can be
passionate about.
(ones that reinforce your market position)
1.
Plan ahead and
all year long.
2.
Record everything
and repurpose!
3.
Start small with your
content and grow over time.
4.
Your customers and internal experts
are your best source of content.
Give them the stage.
#Dreambank
“
Go.Widen.com/HOW-story
Go.Widen.com/DAM-agile
Content marketing and live events
● Content Marketing Playbook 2011 – 42 Ways to Connect
with Customers [free eBook]
● Con...
Tools you can use
● Marketing Automation
○ HubSpot, Marketo, RightOnInteractive
● Digital Asset Management
○ Widen Media C...
Thanks!
Follow us
www.widen.com
marketing@widen.com
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
The Art of Recycling, Reusing & Repurposing Your Visual Content
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The Art of Recycling, Reusing & Repurposing Your Visual Content

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This "Evergreen Marketing" presentation by Widen Marketing Director, Jake Athey was presented at the American Family Insurance Dreambank small business workshop on May 26, 2015.

"The Art of Recycling, Reusing & Repurposing Your Visual Content" covers:
- Ways to share, reuse and repurpose content.
- Identifying your own “big rock content.”
- Sharing your visual story with the customer journey.
- Ways to manage repurpose-able content.
- Strategies that help you connect with your customers and grow your business.

Learn more about Widen at: http://www.widen.com.

Publicada em: Marketing
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The Art of Recycling, Reusing & Repurposing Your Visual Content

  1. 1. Evergreen Marketing The Art of Recycling, Reusing & Repurposing Your Visual Content May 26, 2015 #Dreambank
  2. 2. About Me ● With Widen since 2005 ● Content Marketer ● Marketing Technologist CONTACT: JATHEY@WIDEN.COM FOLLOW: @JAKEATHEY CONNECT: LINKEDIN.COM/IN/JAKEATHEY
  3. 3. We power the content that builds your brand. And connect it with everyone who needs it.
  4. 4. ● Ways to share, reuse and repurpose content. ● Identifying your own “big rock content.” ● Sharing your visual story with the customer journey. ● Ways to manage repurpose-able content. ● Strategies that help you connect with your customers and grow your business. Today’s objectives: #Dreambank
  5. 5. QUICK POLL WHO ARE YOU? #Dreambank
  6. 6. MY TOP 10 NOVICE DESIGN TIPS 1. Have your brand guide handy at all times 2. Know and use your colors, fonts & styles 3. Dissect and reuse popular visual content 4. Have a library of popular reusable assets 5. Balance purchased, pro & UGC photos #Dreambank
  7. 7. MY TOP 10 NOVICE DESIGN TIPS 6. Use imagery that resonates 7. Have a basic familiarity with design tools 8. Use screenshots and cropping tools 9. Use templates 10. Be consistent #Dreambank
  8. 8. goal setting content marketing visual storytelling social media user generated content content curation contentstrategy program development brandexperiences #Dreambank
  9. 9. Content Marketing... is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, and ultimately to drive profitable customer action.
  10. 10. We’ve entered the age of the customer
  11. 11. We’re content marketers who develop content that wins the hearts and minds of others.
  12. 12. Tweets from #ConfabMN
  13. 13. What is evergreen content? #Dreambank
  14. 14. Content Strategy
  15. 15. #1. Have a strategy for how to connect with your audience and portray your brand. This will help create content that is: a. Consistent b. Simple c. Engaging Developing a content strategy: #Dreambank
  16. 16. Create and curate content that buyers and customers want that will assist them in doing their jobs better. Reach them in the right channel, format and time that will help them quickly comprehend and utilize the right information and take action. ● Present solutions to problems ● Demonstrate proof of ability to solve the problems ● Deliver actionable information to empower champion to act/change ● Provide ongoing information to educate, grow, and build the relationship SAMPLE content strategy: #Dreambank
  17. 17. Robert Plutchik’s Wheel of Emotions #Dreambank
  18. 18. 1. Social 2. Emotional 3. Spiritual 4. Environmental 5. Occupational 6. Intellectual 7. Physical 7 DIMENSIONS OF WELLNESS
  19. 19. What’s Your Biggest Obstacle in Content Marketing?
  20. 20. “I’m busy trying to do my ‘normal’ job.” “How can I do this on top of what I already have on my plate?” “I don’t have anything to say.”
  21. 21. Reduce amount of new work Recycle existing content Reuse it over time
  22. 22. Value of Repurposing
  23. 23. GOVERNANCE WORKFLOW SEARCH METADATA PROCESSING TRACKING DIGITAL LINKING SHARING CONVERSIONS DIGITAL ASSET MANAGEMENT
  24. 24. How DAM can help: ● Take stock in all that you have ● Look at analytics to see what worked ● Use and build upon what worked well before ● Improve, iterate and repurpose ● Try something new by reimagining old content and ideas #Dreambank
  25. 25. Create Once Publish Everywhere COPE John Kuehl, Digital Marketing Manager
  26. 26. CORPORATE MARKETING SERVICE PR/MEDIA DISTRIBUTORS DEALERS VENDORS PARTNERS CONTENT MANAGEMENT
  27. 27. Repurpose Assets Across All Channels BRAND PRODUCT PR SALES TRAINING WEB EMAIL SOCIAL PRINT DISPLAY
  28. 28. Connecting Community with the Content Lifecycle
  29. 29. Invite customers to tell your story Birch Norton, Creative Director at BEAM
  30. 30. Audience engagement starts on MINIUSA.com
  31. 31. The curation process starts on Instagram, Facebook or Twitter
  32. 32. Automation is made possible with IFTTT, Dropbox and Widen
  33. 33. High quality content comes free from MINI customers
  34. 34. Showing great content encourages more great content
  35. 35. Mixed display of professional and customer-supplied imagery
  36. 36. Favorites shared with loyal MINI community
  37. 37. AUTOMATION BLUEPRINT **STRATEGIZE YOUR GAME PLAN FOR AUDIENCE ENGAGEMENT 7) Share and repurpose content to better engage your audience 5) Rally audience to share photos using #hashtag 3) Set to send files to Dropbox 6) Collect user generated content 4) Hold contest, event or promotion HOW TO COLLECT USER GENERATED CONTENT 1) Setup account with IFTTT 2) Watch #hashtag on social networks
  38. 38. Goal Setting
  39. 39. Goals for your content: ● Web Traffic ● Sales Leads ● Brand Awareness ● Sales & Revenues ● Search Rankings ● Membership ● Shares ● Engagement
  40. 40. Widen’s content mission: To empower marketing and creative teams to know how to better connect their marketing content by providing guidance, insights, education, community, helpful resources and enjoyable experiences.
  41. 41. Things to ask yourself: ● What are we passionate about, what is our mission? ● Who do we have as subject matter experts? ● How will we maximize all of the content opportunities? ● How will we capture, share and repurpose the stories?
  42. 42. Finding Your Big Rock
  43. 43. “Big Rock” Content
  44. 44. Jason Miller Global Content Marketing LinkedIn Marketing Solutions
  45. 45. HOW DOES IT WORK? 1. Plan 2. Create 3. Experience 4. Reuse and repurpose
  46. 46. CONNECTING THE CONTENT DOTS The Widen Story
  47. 47. THE PROBLEM How can we help prospective customers follow a path to select the best fit solution?
  48. 48. The “Zero Moment of Truth”
  49. 49. Map the customer lifecycle
  50. 50. Youtility “Be helpful, not hype-full”
  51. 51. Create a useful resource to guide a process
  52. 52. Make it visible in obvious locations
  53. 53. Create “bigger rocks”
  54. 54. Give away valuable resources
  55. 55. CUSTOMER LIFECYCLE Support the journey with helpful resources
  56. 56. Build an email series
  57. 57. Use visual content
  58. 58. Share and repurpose content with social media
  59. 59. Use visual elements in organic posts, sponsored content & ads
  60. 60. 470 px
  61. 61. Feature your big rock content in prominent spots
  62. 62. Collect and nurture leads
  63. 63. Offer different options to engage
  64. 64. Deliver more with email auto-responders
  65. 65. Create an infographic to connect visually
  66. 66. Promote a webinar series
  67. 67. Invite relevant audiences
  68. 68. Make the recording and slides available
  69. 69. Feature webinars to collect leads
  70. 70. Give reason to submit forms
  71. 71. Promote on-demand webinars
  72. 72. Give a live presentation
  73. 73. Get picked up by influencers
  74. 74. Feature big rock content in your newsletters
  75. 75. Take it to events on screen and in print
  76. 76. Repurpose content in more targeted webinars after the event
  77. 77. Get a bigger screen
  78. 78. Analyze your data and share your experiences
  79. 79. Blend live and digital experiences
  80. 80. Connect with other like-minded pros
  81. 81. HOW DOES IT COME FULL CIRCLE?
  82. 82. CONTENT RESULTS DAM Decision Guide 700+ Leads DAM Decision Toolkit 2100 Downloads (no form) DAM Basics Webinars 125+ Avg Live Attendees 125+ Access the Recordings
  83. 83. EMAIL PERFORMANCE
  84. 84. THE RUNDOWN 1. The One-Pager 2. The Toolkit 3. 16 Email Series 4. 2 New Twitter Accounts 5. Google Adwords 6. Remarketing Ads 7. Infographic 8. 4 Webinars 9. 6 Blog Posts 10. 2 Blog CTAs 11. Newsletter 12. Sales Presentations 13. 3 Live Presentations 14. 3 Trade Show Booths 15. 1 Panel 16. 1 Class
  85. 85. THE REPURPOSING “RULE OF 15”
  86. 86. TOP 10 TIPS & TAKEAWAYS 1. Use web analytics to identify popular content 2. Use social analytics to identify engaging content 3. Use content curation tools to curate 3rd-party content 4. Understand your buyer personas (focus on 3) 5. Map content to personas and customer lifecycle stages 6. Take written to visual and visual to written forms 7. Hire it out for a fresh take 8. Engage your community 9. Create roundup lists 10. Reference past content in new content
  87. 87. Writing is like driving at night in the fog. You can only see as far as your headlights, but you can make the whole trip that way. - E.L. Doctorow #Dreambank “
  88. 88. 1. Identify / create your big rock content 2. Identify related content you own 3. Identify related 3rd-party content and qualify a. Is is legit? b. Is it current? c. Does it support your POV? d. Does it add value to your audience? 4. Identify your influencers 5. Build out a journey STEPS TO BUILDING A PROGRAM
  89. 89. Our content marketing shows results Quantitative Qualitative • Knowledge • Confidence • Preparedness • Passion • Alignment • Advocacy
  90. 90. Strategy Maps & Processes
  91. 91. Content ideas you can use HIGH VALUE ● Whitepapers ● Slidedecks ● Webinars ● Videos ● Infographics ● Research reports ● Book chapters ● Ebooks ● Podcasts ● Tradeshow displays ● PR stories ● Newsletters ● Sell sheets / sales collateral QUICK PICKS ● Blog posts ● Blog CTAs ● Personal LinkedIn blog ● Social posts ● Memes and animated GIFS ● Social Ads and Sponsored posts ● Display ads ● Remarketing ads ● Triggered email / series ● 1-off email blasts ● Sales emails ● Email signature blocks ● Article comments ● Online community posts
  92. 92. Mapping big rock content to quick picks BIG ROCK ● Whitepapers ● Slidedecks ● Webinars ● Videos ● Infographics QUICK HITS ● Blog posts ● Social posts ● Remarketing ads ● 1-off email blasts ● Email signature
  93. 93. Mapping content to the customer lifecycle Lead Prospect Customer Advocate Video Topic/Trend Subject/Story Infographic Whitepaper Slidedeck
  94. 94. Mapping personas to the customer lifecycle Awareness Consideration Purchase Advocacy Persona 1 Topic/Trend Subject/Story Content Type Persona 2 Persona 3 Persona 4
  95. 95. DO IT YOURSELF The right mix for you
  96. 96. KEY TIPS & TAKEAWAYS
  97. 97. Have goals you can be passionate about. (ones that reinforce your market position) 1.
  98. 98. Plan ahead and all year long. 2.
  99. 99. Record everything and repurpose! 3.
  100. 100. Start small with your content and grow over time. 4.
  101. 101. Your customers and internal experts are your best source of content. Give them the stage. #Dreambank “
  102. 102. Go.Widen.com/HOW-story
  103. 103. Go.Widen.com/DAM-agile
  104. 104. Content marketing and live events ● Content Marketing Playbook 2011 – 42 Ways to Connect with Customers [free eBook] ● Content Marketing for In-Person Events: 15 Ways to Extend Your Reach ● 20 Content Marketing Ideas for Before, During, and After Your Event ● Your Content Marketing Silver Bullet: Liveblogging Events Content resources/links
  105. 105. Tools you can use ● Marketing Automation ○ HubSpot, Marketo, RightOnInteractive ● Digital Asset Management ○ Widen Media Collective, Smartimage, Box ● Content Marketing ○ Compendium, Kapost, Skyword ● Social Media ○ Hootsuite ● Web Analytics ○ Google, CrazyEgg
  106. 106. Thanks! Follow us www.widen.com marketing@widen.com

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