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How To Repurpose
Content To Save Time &
Maximize Leads
#RecycleYourMarketing
Housekeeping
• This webinar is being recorded and sent via email with the
slides within 24 hours
• Stick around for a 25% discount code to attend INBOUND
2015
• Use #RecycleYourMarketing during the webinar on Twitter
to ask questions for Q&A or the question panel
• Top tweeter using #RecycleYourMarketig will get a free
signed copy of Likeable Social Media + one free year of
Likeable’s VIP Plan
#RecycleYourMarketing
Housekeeping
Speakers
Rebecca Corliss
Director of Marketing, HubSpot
#RecycleYourMarketing
Dave Kerpen
CEO & Founder, Likeable Local
Agenda
• The story of repurposing: why we do it
• Why repurpose? 4 reasons
• How HubSpot repurposes content
#RecycleYourMarketing
The core of INBOUND is content
#RecycleYourMarketing
The concept of “head count”
#RecycleYourMarketing
Content Count > Head Count
#RecycleYourMarketing
A Tale Of Repurposing Content…
#RecycleYourMarketing
Why Repeat, Recycle, & Repurpose?
#RecycleYourMarketing
1. Save Time
3. Provide Lasting Value
2. Reach a Wider Audience
4. Give Great Content The
Attention It Deserves
1. Save Time
(And Solve For The Content Creation Challenge)
69% of content marketers feel a
lack of time is their greatest
challenge. (Source: CMI)
#RecycleYourMarketing
The Content Creation Challenge
Ongoing new content creation on numerous channels is nearly impossible!
• 68% of marketers say
consistently producing
content is a challenge.
• Only 32% of marketers say
they are effectively executing
enough content. (Source:
Aberdeen)
#RecycleYourMarketing
Your Time Saving Secret Weapon…
Repeat Great Content
•There’s no reason to re-invent the wheel.
•The chance of a follower seeing your post is slim.
•Use TurboPost by Likeable to help.
#RecycleYourMarketing
“It’s your responsibility to
share and re-share great
content.”
-Dave Kerpen
#RecycleYourMarketing
Repeating Works
#RecycleYourMarketing
2. Reach A Wider Audience
By Repurposing Content On Other Channels
“Without promotion, something terrible
happens... nothing!”
- P. T. Barnum
#RecycleYourMarketing
There are SO many different, and effective channels to share content & reach
your audience….
A Varied Content Strategy Is Important
• 49% of small businesses believe Slideshare is highly effective
for content promotion. (Source: CMI)
• Brands that create 15 blog posts per month average 1,200
new leads per month. (Source: HubSpot)
• The average B2B marketer engages in content promotion on
6 social media platforms.
(Source: CMI)
#RecycleYourMarketing
More Channels = More Reach
Facebook fans!
LinkedIn fans!
Twitter fans!
#RecycleYourMarketing
Reworking & Repurposing Works
#RecycleYourMarketing
3. Provide Lasting Value
• Value is in the eye of the beholder.
• The more ways available to consume content, the more
value you can provide to more people.
• People consume content on different devices.
• Similar content is interesting packaged in different
ways.
#RecycleYourMarketing
Source:
comScore
Consider Your Audience: Generation
*Source: Moz
#RecycleYourMarketing
Content Consumption
Think about how your audience prefers to consume their
content!
Ebook Webinar
OR
Visual Vs. Audio
Passive Vs. Interactive
Download Vs. Stream
Ebook Article
OR
Long Vs. Short
Dense Vs. Simple
1 Great Content Idea Can = 5+ Content Pieces
#RecycleYourMarketing
4. Give Content The Attention It Deserves
Consider the Buyers Journey
#RecycleYourMarketing
Tips for Successful Repurposing
• Give a nod to related content.
• Use content “shelf life” to your
advantage.
• Know your audience.
• Always deliver additional value.
• Highlight different angles of the
same topic.
#RecycleYourMarketing
Use One Platform to Promote Another
From a blog post
To an eBook!
#RecycleYourMarketing
Deliver Additional Value
• Evaluate whether or not information has changed or if
you’ve learned more information about the topic.
• Share similar content in a new light.
• Add promotions or downloadable material.
• 5 blog posts that are interviews with different
experts  1 blog post
#RecycleYourMarketing
How HubSpot Repurposes Content
Existing Tweets/Twitter Accounts Blog Posts
Existing Ebooks  “Kits”
Turn your ebooks
into a kit
Webinar/Ebook  Twitter Chats
Podcast  Ebook  Blog Posts  SlideShare
Data  SlideShare  CTA
Turn your data into a series
of blog posts!
Blog Posts  Ebook  SlideShare
25% DISCOUNT CODE FOR WEBINAR
ATTENDEES, EXPIRES AUGUST 31:
LIKEABLE15
Likeable Hub
● Share 1000s of content ideas
● TurboPost ™ Facebook Ad Tech
& Tweet + LinkedIn Post
Repeating
● Likeable Hub Websites
● Social Listening
+ More!
-Try Likeable Hub VIP for Free @ LikeableHub.com
-Free Month of Likeable Hub Expert or $200 off Likeable Hub
Pro before August 31st!
→ Visit LikeableDemo.com or call 212-359-4355 & mention
#RecyleYourMarketing
Q&A
#RecycleYourMarketing
Rebecca Corliss
@repcor
Dave Kerpen
@davekerpen
GRAND PRIZE!
+ 1 Year of Likeable Hub
VIP ($240 Value!)
#RecycleYourMarketing
• LikeableHub.com
• Inbound.org

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How to Repurpose Content to Save Time & Maximize Leads

  • 1. How To Repurpose Content To Save Time & Maximize Leads #RecycleYourMarketing
  • 2. Housekeeping • This webinar is being recorded and sent via email with the slides within 24 hours • Stick around for a 25% discount code to attend INBOUND 2015 • Use #RecycleYourMarketing during the webinar on Twitter to ask questions for Q&A or the question panel • Top tweeter using #RecycleYourMarketig will get a free signed copy of Likeable Social Media + one free year of Likeable’s VIP Plan #RecycleYourMarketing Housekeeping
  • 3. Speakers Rebecca Corliss Director of Marketing, HubSpot #RecycleYourMarketing Dave Kerpen CEO & Founder, Likeable Local
  • 4. Agenda • The story of repurposing: why we do it • Why repurpose? 4 reasons • How HubSpot repurposes content #RecycleYourMarketing
  • 5. The core of INBOUND is content #RecycleYourMarketing
  • 6. The concept of “head count” #RecycleYourMarketing
  • 7. Content Count > Head Count #RecycleYourMarketing
  • 8. A Tale Of Repurposing Content… #RecycleYourMarketing
  • 9. Why Repeat, Recycle, & Repurpose? #RecycleYourMarketing 1. Save Time 3. Provide Lasting Value 2. Reach a Wider Audience 4. Give Great Content The Attention It Deserves
  • 10. 1. Save Time (And Solve For The Content Creation Challenge) 69% of content marketers feel a lack of time is their greatest challenge. (Source: CMI) #RecycleYourMarketing
  • 11. The Content Creation Challenge Ongoing new content creation on numerous channels is nearly impossible! • 68% of marketers say consistently producing content is a challenge. • Only 32% of marketers say they are effectively executing enough content. (Source: Aberdeen) #RecycleYourMarketing
  • 12. Your Time Saving Secret Weapon… Repeat Great Content •There’s no reason to re-invent the wheel. •The chance of a follower seeing your post is slim. •Use TurboPost by Likeable to help. #RecycleYourMarketing
  • 13. “It’s your responsibility to share and re-share great content.” -Dave Kerpen #RecycleYourMarketing
  • 15. 2. Reach A Wider Audience By Repurposing Content On Other Channels “Without promotion, something terrible happens... nothing!” - P. T. Barnum #RecycleYourMarketing
  • 16. There are SO many different, and effective channels to share content & reach your audience…. A Varied Content Strategy Is Important • 49% of small businesses believe Slideshare is highly effective for content promotion. (Source: CMI) • Brands that create 15 blog posts per month average 1,200 new leads per month. (Source: HubSpot) • The average B2B marketer engages in content promotion on 6 social media platforms. (Source: CMI) #RecycleYourMarketing
  • 17. More Channels = More Reach Facebook fans! LinkedIn fans! Twitter fans! #RecycleYourMarketing
  • 18. Reworking & Repurposing Works #RecycleYourMarketing
  • 19. 3. Provide Lasting Value • Value is in the eye of the beholder. • The more ways available to consume content, the more value you can provide to more people. • People consume content on different devices. • Similar content is interesting packaged in different ways. #RecycleYourMarketing Source: comScore
  • 20. Consider Your Audience: Generation *Source: Moz #RecycleYourMarketing
  • 21. Content Consumption Think about how your audience prefers to consume their content! Ebook Webinar OR Visual Vs. Audio Passive Vs. Interactive Download Vs. Stream
  • 22. Ebook Article OR Long Vs. Short Dense Vs. Simple
  • 23. 1 Great Content Idea Can = 5+ Content Pieces #RecycleYourMarketing 4. Give Content The Attention It Deserves
  • 24. Consider the Buyers Journey #RecycleYourMarketing
  • 25. Tips for Successful Repurposing • Give a nod to related content. • Use content “shelf life” to your advantage. • Know your audience. • Always deliver additional value. • Highlight different angles of the same topic. #RecycleYourMarketing
  • 26. Use One Platform to Promote Another From a blog post To an eBook! #RecycleYourMarketing
  • 27. Deliver Additional Value • Evaluate whether or not information has changed or if you’ve learned more information about the topic. • Share similar content in a new light. • Add promotions or downloadable material. • 5 blog posts that are interviews with different experts  1 blog post #RecycleYourMarketing
  • 30. Existing Ebooks  “Kits” Turn your ebooks into a kit
  • 32. Podcast  Ebook  Blog Posts  SlideShare
  • 33. Data  SlideShare  CTA Turn your data into a series of blog posts!
  • 34. Blog Posts  Ebook  SlideShare
  • 35. 25% DISCOUNT CODE FOR WEBINAR ATTENDEES, EXPIRES AUGUST 31: LIKEABLE15
  • 36. Likeable Hub ● Share 1000s of content ideas ● TurboPost ™ Facebook Ad Tech & Tweet + LinkedIn Post Repeating ● Likeable Hub Websites ● Social Listening + More! -Try Likeable Hub VIP for Free @ LikeableHub.com -Free Month of Likeable Hub Expert or $200 off Likeable Hub Pro before August 31st! → Visit LikeableDemo.com or call 212-359-4355 & mention #RecyleYourMarketing
  • 38. GRAND PRIZE! + 1 Year of Likeable Hub VIP ($240 Value!) #RecycleYourMarketing • LikeableHub.com • Inbound.org