New England Direct Marketing (NEDMA) Presentation: Extreme Content Reuse

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The document discusses content marketing strategies and tactics. It recommends four steps: 1) Use technology to easily publish and distribute content, 2) Break down silos between departments to coordinate content, 3) View all communications as potential content, and 4) Extremely reuse content across multiple channels and touchpoints. It also stresses measuring content effectiveness and engagement. The presentation provides examples of how organizations can implement these strategies to improve their content marketing.

Business

Extreme Reuse:
From Content Management to Content Marketing

Conference Tweets: @mktgtech

© 2012 PERCUSSION SOFTWARE, INC 1

2 Weeks Ago…

© 2012 PERCUSSION SOFTWARE, INC 2

This week…

Text REDCROSS to 90999 to make a $10 Donation
© 2012 PERCUSSION SOFTWARE, INC 4

Lets Get Started…

© 2012 PERCUSSION SOFTWARE, INC 5

@ajdun

-OR-

“Just a Man
and his Dog”

© 2012 PERCUSSION SOFTWARE, INC 6

A Question:

Who Here is NOT Doing Content
Marketing?

© 2012 PERCUSSION SOFTWARE, INC 9

10 Marketers…

© 2012 PERCUSSION SOFTWARE, INC 10

Only Two Of You Are Not

© 2012 PERCUSSION SOFTWARE, INC 11

9 Out of 10

© 2012 PERCUSSION SOFTWARE, INC 12

Budgets Are Increasing

© 2012 PERCUSSION SOFTWARE, INC 13

No, Really!

© 2012 PERCUSSION SOFTWARE, INC 14

Popular Methods

© 2012 PERCUSSION SOFTWARE, INC 15

Goals

© 2012 PERCUSSION SOFTWARE, INC 17

Content Drives Conversion!

© 2012 PERCUSSION SOFTWARE, INC 18

• A question
– Who is NOT doing some form of content marketing
– Who considers their corporate website as the pivot point for their
content marketing?

• Obligatory stats about CM on the rise
– BtoB says
– CMI Says…
– Flash them faster to get everyone nervous..

© 2012 PERCUSSION SOFTWARE, INC 19

“If you always do what you always
did, you will always get, what you
always got.”
--Coach Chadwick, MTRHS ~10 years Undefeated Track Coach

© 2012 PERCUSSION SOFTWARE, INC 20

Four Steps

© 2012 PERCUSSION SOFTWARE, INC 21

Your Technology?

© 2012 PERCUSSION SOFTWARE, INC 22

Step #1 Get Your Technology out of your
way

© 2012 PERCUSSION SOFTWARE, INC 23

Can You find the Road?

© 2012 PERCUSSION SOFTWARE, INC 24

Count The Steps To Publish

© 2012 PERCUSSION SOFTWARE, INC 26

Takeaway:
Instant publishing, advanced
workflow, automated SEO, easy
content contribution—get
started!

© 2012 PERCUSSION SOFTWARE, INC 27

Is this your Content?

© 2012 PERCUSSION SOFTWARE, INC 28

Step #2: Break Down Silos

© 2012 PERCUSSION SOFTWARE, INC 29

Takeaway:
Coordinate your content, cross
functionally, cross platform.

© 2012 PERCUSSION SOFTWARE, INC 34

We Need More Content

© 2012 PERCUSSION SOFTWARE, INC 35

Step #3: Make Everything Content

© 2012 PERCUSSION SOFTWARE, INC 36

Perspective Matters

© 2012 PERCUSSION SOFTWARE, INC 37

Really…

© 2012 PERCUSSION SOFTWARE, INC 38

It’s Here:

© 2012 PERCUSSION SOFTWARE, INC 40

It’s In Your Community

© 2012 PERCUSSION SOFTWARE, INC 41

And Here…

© 2012 PERCUSSION SOFTWARE, INC 43

And My Favorite…

© 2012 PERCUSSION SOFTWARE, INC 44

Events Are Content

© 2012 PERCUSSION SOFTWARE, INC 46

Online & Off

© 2012 PERCUSSION SOFTWARE, INC 47

At The Event…

© 2012 PERCUSSION SOFTWARE, INC 48

At The Front Door…

© 2012 PERCUSSION SOFTWARE, INC 49

During…

© 2012 PERCUSSION SOFTWARE, INC 50

At The DJ Stand…

© 2012 PERCUSSION SOFTWARE, INC 51

Content Lives On…

© 2012 PERCUSSION SOFTWARE, INC 52

Takeaway:
Content is Everywhere. Find it.
Use it. Post it. Share it!

© 2012 PERCUSSION SOFTWARE, INC 53

What To Do With All Of That Content…

© 2012 PERCUSSION SOFTWARE, INC 54

Step #4: EXTREME Reuse

© 2012 PERCUSSION SOFTWARE, INC 55

Take It To The Extreme

1
Theme
8
Weeks
10
Assets
6
Touches

Series Of Blog Posts

© 2012 PERCUSSION SOFTWARE, INC 61

Became A Webinar

© 2012 PERCUSSION SOFTWARE, INC 62

And Then A Whitepaper

© 2012 PERCUSSION SOFTWARE, INC 63

Takeaway:
Reuse Your Content/Themes at
Least Eight Times!

© 2012 PERCUSSION SOFTWARE, INC 71

Just Four Steps

Get your technology out of your way

Break down your content and platform silos

Content is all around you!

Reuse your content at least 8x!
© 2012 PERCUSSION SOFTWARE, INC 72

And Finally: EMBRACE the New
Measurement

© 2012 PERCUSSION SOFTWARE, INC 74

New Content Effectiveness KPIs

1. Content Delivered
• Volume, channel penetration

2. Content Engagement
• Comments, subscribers, tweets, shares, etc

3. Content Effectiveness
• Traffic, click through, conversion

4. Blog Effectiveness
• Post views, tweets, shares, subscribers,
conversions

© 2012 PERCUSSION SOFTWARE, INC 75

Today's web
looks and
acts nothing
like the web
experience
of 2 years
from now

Any Guesses On What’s Next?

© 2012 PERCUSSION SOFTWARE, INC 77

Thank You!

http://www.facebook.com/PercussionSoftware

www.linkedin.com/in/aarondun

www.twitter.com/ajdun

© 2012 PERCUSSION SOFTWARE, INC 79

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