Repurposing existing materials lurking around your office will save time, reduce costs and attract groupies like you are the Beatles.

1. TURNING COMMON MATERIALS
INTO KILLER CONTENT
Repurposing What You Have
To Save Time, Reduce Costs
& Attract Groupies Like The Beatles
CalSAE - Seasonal Spectacular 2011
December 7, 2011 - Twitter #calsae

2. OVERVIEW
✤ Content marketing overview: ✤ The repurposing process
definition and benefits
✤ Distribution process &
✤ Why repurpose content: ROI channels
✤ Content types ✤ Guest blogging homework
✤ Traditional marketing speak vs. ✤ Q&A
content marketing
✤ Bonus content: headline hacks
✤ 6 rules of great storytelling and resourses
✤ Finding content gold

3. CONTENT MARKETING IS...
✤ Public sharing of an organization’s brain trust
✤ It is intended to publicly engage your associations’s target
audience on a multitude of channels.
✤ Format & platform agnostic
✤ Content marketing vs. traditional marketing
✤ Content can be a two-way conversation, instead of traditional
interruption-style “push” advertising

4. VALUE OF CONTENT MARKETING
✤ Establish leadership
✤ Attract qualified leads & decrease costs
✤ Increase search rank & website traffic
✤ Attract new audiences
✤ Build value
✤ Develop trust & credibility

5. VALUE OF CONTENT MARKETING -
ROI
✤ Sermo, online community of U.S. physicians
✤ 90% reduction in cost-per-lead over a direct response campaign
✤ 30% clickthrough rate on its lead generation barrier page
✤ Skin MD
✤ Achieved page one Google ranking
✤ Secured distribution in 5000 pharmacies across the United States
✤ LocalGetaways.com
✤ Number one way the travel deals site attracts traffic
✤ New Media Campaigns
✤ Stopped all other marketing activities and grew its core business by 40
percent using only content marketing

6. WHY REPURPOSE CONTENT
✤ Save time
✤ Leverage existing materials
✤ Expand your digital footprint
✤ Find your audience where they search
✤ Showcase your organization’s expertise
✤ Provides organizational test drive

7. CONTENT TYPES

8. INFOGRAPHIC

9. SCRIBBLE

10. ARTICLE TYPES
✤ Interviews ✤ Review
✤ Top 10 list ✤ News
✤ How to... ✤ Announcement
✤ White paper ✤ Case study
✤ What is... ✤ Survey results
✤ Comparison

11. VIDEO / AUDIO

12. IT’S NOT MARKETING SPEAK
✤ Hard-sell tone of traditional advertising is over
✤ Selling through sharing
✤ Marketing with value-driven approach
✤ Determine your association’s distinct voice
✤ Create branding and messaging guidelines
✤ Explains how your association should be described,
identifies your service proposition and the value you bring
to the table.

13. STORYTELLING KEY TO CONTENT
Photo Courtesy: United States Marine Corp

14. 6 RULES OF GREAT STORYTELLING
✤ Make it personal & passionate
✤ The official spokesperson may not be your best storyteller.
Look for the person who is passionate.
✤ Share secrets
✤ People love to believe they are getting information that others
may not know.

15. STORYTELLING
Steve Jobs was a 21-year-old
college dropout living with his
parents when he and two friends
✤ Pull the curtain back started Apple in the garage.
✤ Have a great backstory?
Virgin’s Richard Branson was
Share what’s happening told by his headmaster that he’d
behind the scenes. either be in jail or extremely
successful.
✤ Cool stories make people
talk.
"If I had asked people what they
wanted, they would have said
faster horses." - Henry Ford

16. STORYTELLING
✤ Take a stand
✤ Controversy
✤ If it bleeds it leads

17. STORYTELLING
✤ Third time is a charm
“Lies, damned lies, and statistics.” ✤ The rule of three says that
The Three Amigos
everything easier to
remember in 3s.
‘Sex, Lies, and Videotape’ ✤ Creates a pattern
✤ Three adjectives makes it
Three Musketeers
better.
Life, liberty and the pursuit of
happiness ✤ It’s all within 10 feet
✤ Inspiration is in your office
The Three Little Bears
“Location, location, location”

18. FINDING CONTENT GOLD
Most organizations have mountains of under utilized content.

19. WEBINARS
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PROCESS
✤ A 5 step system to achieve content repurposing nirvana!

20. STEP ONE - I.D. INSPIRATION PIECE
✤ Is it worthy of repurposing? ✤ Do you offer the solution
to the problem
✤ Hot industry topic
✤ Is it in some format in
✤ Many questions but few your office?
answers
✤ Can it be repurposed with
✤ Is the search term rising in minimal or zero research
volume
✤ Don’t give away the farm
✤ Does it tie it back to your
business objectives

21. STEP TWO - TARGET AUDIENCE
✤ Determine your end audience
✤ Be as granular as possible
✤ Marketing pros vs. marketing directors for mid-sized
associations
✤ Numbers don’t count. The right numbers count.

22. STEP THREE - PRESENTATION
✤ Create a slideshow
✤ Just about anything can be distilled down into a slideshow
✤ Include just top line ideas with 3-4 supporting bullets
✤ Get started by: dropping the whole original piece into a
slideshow
✤ Edit out or add in as necessary

23. STEP FOUR - RECORD SLIDESHOW
✤ Audio and screen capture (video) slideshow
✤ Record yourself talking through the slideshow
✤ Give it away
✤ Give your audio recording and slideshow to a team member
or outsource
✤ Clean up the video and audio presentation

24. STEP FIVE - FEATURE ARTICLE
✤ Transcribe the clean audio
✤ Outsource
✤ Edit & finalize for final article
✤ Now you have:
✤ 4 pieces of content: slideshow, audio - podcast, video, article
✤ TIP: slideshow is great for webinar

25. REPURPOSING EXTRA CREDIT
✤ Infographic
✤ Tops list
✤ Quick write and read
✤ How to
✤ Short, informative
✤ Different verticals
✤ Headline tweak & minor content change

26. CONTENT DISTRIBUTION

27. STEP ONE: EVALUATE YOUR
NETWORK
✤ Your site or blog
✤ Partner sites or blogs
✤ Email database
✤ Social media sites
✤ LinkedIn
✤ YouTube
✤ Slideshare

28. STEP TWO - EXPAND FOOTPRINT
✤ Social media sites - Slideshare, YouTube
✤ Partner sites
✤ Guest post opportunities
✤ Industry newsletters
✤ Content syndicators

29. STEP THREE - KEYWORDS
✤ Identify keywords for posting: free Google tool -
https://adwords.google.com
✤ Use this tool to optimize your tags, titles and descriptions
✤ Allows readers to more easily find your content
✤ Be as specific as possible
✤ Keyword phrases need to relate to you content and business
model

30. STEP FOUR - POST PROCESS
✤ Establish a posting checklist
✤ Support your content strategy with the process
✤ Post on blog/partner sites
✤ Email database/other contacts
✤ Social sites
✤ Press release and / or syndication
✤ Advertising

31. STEP FOUR - ENGAGE
✤ Post, listen, respond
✤ Do not fire and forget content
✤ Think of it as a conversation

32. DISTRIBUTION EXTRA CREDIT
✤ Guest Blogging
✤ Rules
✤ Generally original content
✤ Provides links back to your site, builds relationships
✤ Leverages other site’s traffic
✤ Your homework
✤ Find a guest blogging opportunity at this conference

33. DISTRIBUTION EXTRA CREDIT
✤ Advertising
✤ Google, Facebook, LinkedIn
✤ Syndication Services
✤ Video, print

34. TIME SAVING TIPS
✤ Use existing content that doesn’t need additional research
✤ Outsource as much as possible
✤ Block out time & eliminate distractions
✤ Follow a consistent system
✤ Know your most productive time
✤ Use stock photography & graphics

35. TIME SAVING TIPS
✤ Dictate your content
✤ Use the same article for multiple pieces
✤ Let ideas percolate before jumping in
✤ Write an editorial calendar with headlines
✤ Keep an ideas file
✤ Walk away if stuck

36. DOUBLE SECRET RESOURCES
✤ Graphics & Cool Video Intros
✤ VideoHive
✤ MediaLoot
✤ Flickr
✤ PresenterMedia
✤ Fotolia
✤ istockphoto

37. RESOURCES - AUDIO/VIDEO
✤ Audio/Video resources
✤ Sweetwater.com (purchasing equipment)
✤ IShowU (MAC)
✤ QuickTime
✤ Camptasia

38. RESOURCES
✤ Transcription
✤ DailyTranscription.com
✤ Audio/video editing, transcribing
✤ Fiverr.com

39. NEED MORE INFORMATION?
Carin Galletta Oliver
Ink Foundry
Direct: 415.508.5796
Email: carin@inkfoundry.com
Twitter: @inkfoundry
Facebook: Facebook.com/SocialMediaGo