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.

1. Extreme Reuse:
From Content Management to Content Marketing
Conference Tweets: @mktgtech
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2. 2 Weeks Ago…
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3. © 2012 PERCUSSION SOFTWARE, INC 3

4. This week…
Text REDCROSS to 90999 to make a $10 Donation
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5. Lets Get Started…
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6. @ajdun
-OR-
“Just a Man
and his Dog”
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9. A Question:
Who Here is NOT Doing Content
Marketing?
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10. 10 Marketers…
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11. Only Two Of You Are Not
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12. 9 Out of 10
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13. Budgets Are Increasing
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14. No, Really!
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15. Popular Methods
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17. Goals
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18. Content Drives Conversion!
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19. • 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..
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20. “If you always do what you always
did, you will always get, what you
always got.”
--Coach Chadwick, MTRHS ~10 years Undefeated Track Coach
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21. Four Steps
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22. Your Technology?
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23. Step #1 Get Your Technology out of your
way
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24. Can You find the Road?
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26. Count The Steps To Publish
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27. Takeaway:
Instant publishing, advanced
workflow, automated SEO, easy
content contribution—get
started!
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28. Is this your Content?
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29. Step #2: Break Down Silos
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34. Takeaway:
Coordinate your content, cross
functionally, cross platform.
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35. We Need More Content
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36. Step #3: Make Everything Content
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37. Perspective Matters
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38. Really…
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39. Content Is All Around You
Support Calls Blog Posts Public Relations Blog Comments
Online Advertising Social Media Posts Analyst Reports
Trade Shows Webinar Series Sponsorships SEO
Custom Events Communities CSR Market Research
Segmentation Analysis Print Advertising Slideshare
Customer Quotes Brand Building Competitive Analysis
Content Development Speakers Bureau Blog Contests
Referral Programs Whitepapers Direct Mail Surveys
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40. It’s Here:
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41. It’s In Your Community
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42. Or Here…

43. And Here…
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44. And My Favorite…
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46. Events Are Content
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47. Online & Off
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48. At The Event…
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49. At The Front Door…
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50. During…
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51. At The DJ Stand…
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52. Content Lives On…
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53. Takeaway:
Content is Everywhere. Find it.
Use it. Post it. Share it!
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54. What To Do With All Of That Content…
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55. Step #4: EXTREME Reuse
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57. If It Works Here…

58. Use It Again Here…

60. Take It To The Extreme
1
Theme
8
Weeks
10
Assets
6
Touches

61. Series Of Blog Posts
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62. Became A Webinar
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63. And Then A Whitepaper
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64. All Posted To Our Site

65. And To Social

66. Contributed Articles

67. And On Slideshare

68. Why Not Do a Hangout?

69. Follow-on Resources

71. Takeaway:
Reuse Your Content/Themes at
Least Eight Times!
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72. 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!
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74. And Finally: EMBRACE the New
Measurement
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75. 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
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76. Today's web
looks and
acts nothing
like the web
experience
of 2 years
from now

77. Any Guesses On What’s Next?
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79. Thank You!
http://www.facebook.com/PercussionSoftware
www.linkedin.com/in/aarondun
www.twitter.com/ajdun
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