Nick Stamoulis, President and Founder of SEM firm, Brick Marketing spoke about how to recycle content in a white hat manner at the PubCon Las Vegas 2010 conference.

1. White Hat Content
Recycling Tips
Presented by:
Nick Stamoulis
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

2. The Power of Content
There is great importance in writing effective content, but how
do we leverage its power in the online space?
By re-using it to our advantage!!!
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

3. Put ON Your White Hat
White Hat Content is…
Content that is written for people,
visitors of sites not just for the Search Engines!
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

4. Types of Content
Content is written to be:
• Informational – articles, white
papers, media releases, podcasts.
• Educational – white papers, articles,
webinars, podcasts.
• Promotional – press releases,
content, flyers, solo emails, contests,
videos, podcasts.
• Newsworthy – press releases,
blog posts.
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

5. Great Content Requires:
• Focus
What is the purpose of your content, what message are you give your readers.
• Strong Headline
Your headline is the bait to reel in the fish – should be clear, and emotion
provoking.
• Flow
Your content should have a clear flow, a beginning, middle and end that will keep
the reader engaged and make it easy to follow.
• Purpose
Make bold statements and show that you are passionate about the topic you are
writing about and have a clear, concise purpose in writing it.
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

6. How to Recycle Content?
Your original content can be easily
repurposed into another form by
making simple tweaks based on the
audience and purpose of the
content. Your content should be
optimized after it has been written
regardless of the promotional
aspect of it.
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

7. Content Recycling Tips
• Brand messaging synergy: Regardless of where the content
is, the message should have a brand synergy.
• Contact information should be similar: Small businesses
should have the same contact information to make it easier for
others to make business with you. Larger corporations should
have similar contact continuity.
• Tie in Brand to Titles and Optimize: Brand cohesiveness is
key.
• Make sure factual information is correct.
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

8. Places to Recycle Your Content
Blog Post
Press Release
Article Release
Solo Email
Video Marketing
Document Sharing
Social Networks
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

9. B2B Content Recycling
Example: Product Launch
White Hat Content Recycling Tips
Page of
Content
About
Product
PR
Announcing
the Product
Blog Post
Announcing
the Product
Promotional
Blog Posts on
Other Blogs
Solo Email to
in-house
customer list
Facebook
Promotion
Youtube
release of
product video
Tweet about
release or
blog post
Release a whitepaper to
industry related sites about
the product and how it
relates to the industry.
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

10. White Hat Content Recycling Tips
B2C Content Recycling
Example: Launch of Restaurant
Page of
Content
About
Launch
PR
Announcing
the Launch
Promote via
Twitter and
Facebook
Solo email to
customer base
Mobile text to
in-house
customer base
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

11. To Summarize:
Great content is a powerful tool, some even say
content is king, however, without great marketing,
that content will not work for you.
Recycling your white hat content through the most
effective distribution channels is a key to success in
the online space!
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

12. Things NOT to do
with Your Content:
White Hat Content Recycling Tips
• Don’t over-optimize!
• Don’t have different people write things – you want
to keep a synergy in your style of writing.
• Do not have disjointed facts – The facts on each
submission have to tie into each other.
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/

13. Questions??????
White Hat Content Recycling Tips
http://www.searchengineoptimizationjournal.com/
http://www.brickmarketing.com/