lee odden - hungry for better content
TRANSCRIPT
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HUNGRY FOR BETTER CONTENT
What the Mighty Hamburger Can Teach Us About Repurposing & Personalizing with Modular Content
@LeeOdden
CEO, TopRankMarketing.com
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Content is King.It’s the Kingdom!
isn’t
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content marketing institute content marketingcontent marketing institutecontent marketing worldcontent marketing strategycontent marketing examplescontent marketing definitioncontent marketing agencycontent marketing jobscontent marketing conferencecontent marketing toolscontent marketing worldcontent marketing strategycontent marketing examplescontent marketing definitioncontent marketing agencycontent marketing jobscontent marketing
content marketing plancontent marketing agencycontent marketing awardscontent marketing associationcontent marketing analyticscontent marketing and seocontent marketing social mediacontent marketing articlescontent marketing automationcontent marketing academycontent marketing auditcontent marketing blogscontent marketing best practicescontent marketing bookscontent marketing blueprintcontent marketing b2bcontent marketing budgetcontent marketing basicscontent marketing benefits
content marketing brandscontent marketing conferencecontent marketing companiescontent marketing conferences content marketing calendarcontent marketing templatecontent marketing certificationcontent marketing case studiescontent marketing campaigncontent marketing consultantcontent marketing channelscontent marketing definitioncontent marketing definedcontent marketing directorcontent marketing degreecontent marketing distributioncontent marketing job descriptioncontent marketing datacontent marketing dictionary
Content Demands Can Be Overwhelming!
Photo: Shutterstock
We need a new, original blog post
every day. Can you get on that?
Can you create 2 new ebooks, 12 social messages
each and an infographic? Tomorrow?
We need a new content plan with personas for 12 customer segments each broken out by a 4 stage
buying cycle.
Oh, and could you do that for each region?
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50%of marketers say producing content
consistently is a top challenge.
CMI/MarketingProfs
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There Are Many Content Marketing Tactics
http://tprk.us/30cmtactics30 Content Marketing Tactics
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Solution? Repurposing!
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122 assets from one eBook!
marketeer.kapost.com/example-of-a-content-pillar
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Photo @rickramoscom
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Find the Balance
What is most efficient for you to repurpose? What content do your
customers really want?
Why can’t we have both?
Photos: Shutterstock
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WE CAN!
With a Modular & Customer Focused Approach to Content
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Planning, creating and repurposing component
pieces of information and media organized by topic,
keyword, customer focus and type.
By “Modular Content” I mean…
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Winning @Modular Content: Event eBooks13 eBooks
262 Influencers(200 original)
870,684 views(1m incl. blog posts)
RepurposedMANY ways
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Large AssetBlog Post
Infographics
Industry Article
Micro-ContentThemed ContentElements
Modular Repurposing Schema
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Winning @Content RepurposingThemedTips/Quotes
Social Network Posts (text and images)
Keyword SEO & Cross Linking
eBook Blog Posts Infographic Newsletter
Guest Posts Articles Guides Checklists Presentations
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It’s Time for a Mighty Metaphor
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Enter The Content Burger
Photo: Shutterstock
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Consider the Ingredients
Photo: Shutterstock
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There Are So Many Options!
Photos: ShutterstockPhotos: Shutterstock
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What Kind of Content Burger Do Your Customers Want?
Photos: Shutterstock
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Content Ingredients
TipsQuotesHow to’sStatisticsExamplesCase Studies
Any Facts Relevant to the Theme & Customers
Photos: Shutterstock
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Modular Content Planning
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Know Your Customers
Content Marketing provides answers and experiences for buyers to inform and inspire them to the logical conclusion that your brand is the solution to their problem.
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Customer Content Journey
awareness consideration purchase retention advocacy
PR Radio
TVPrint
Word of Mouth
Direct MailEmail
Ecommerce
Store FAQKnowledge Base Promotions
Newsletter
Social Networks
BlogWebsite
CommunityForum
Online Ads
PPCSocial Ads
Blog
Reviews
Media
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Photos: Shutterstock
Discover
$$$
Act
Consume
Start with Customers, Not Content
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Brand USPCustomer Focus
USP
USP
USP USP
USP
USPSEO/SEM
Social Networks
Content Marketing Industry Media & News
AdvertisingCreate Signals of CredibilityWherever Your Customers Are
Influencers
Photo: Shutterstock
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Be the best answer.@leeodden
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• IDENTIFY CORE CONCEPTS important to answering customer questions
during the buying experience.
• CREATE & CURATE CONTENT around those ideas: text, images, audio,
video relevant to your target audience.
• USE CONTENT SNIPPTS AS INGREDIENTS for your content marketing,
including repurposing.
What Do Your Customers Care About?
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Optimize the Customer Journey
Search KeywordsSocial TopicsAdvertisingPublicationsEventsWord of Mouth
Text, Images, Audio, VideoMobile, Tablet, ComputerFormal, Funny, Long, Short
Social ShareEngage SubscribeRegisterInquireBuy
Photos: Shutterstock
Attract Engage Convert
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Customer-Centric Modular Content
TargetAudience 1
TargetAudience 2
TargetAudience 3
Early What is X What is X What is X
Middle How to use X How to use X How to use X
Late Next steps Next steps Next steps
Answer buyer questions based on stage in the buying cycle
Photos: Shutterstock
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Modular Content Grid
Organize Content Snippets by Keyword
Cite Sources, Especially Influencers
Keyword/Topic Type Content Influencer
Bacon Statistic “87% of people who buy bacon in bulk are happy.” Dr. Heford Milk(Psychologist)
Pork Quote “If you want to save the environment from animal sourced greenhouse gasses, eat pork, not beef”.
Dr. Bob Bovine(Scientist)
Ham Tip “If you’re on a diet, skip burgers and go for a delicious ham sandwich, low in fat, high in taste.”
Cow Moo(Nutritionist)
Photo: panoramio
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Create Templates for Repurposing
Cross Posted Blogs
Social Networks
Industry Media
Customer Pain
Branding
Target Topic
Brand Solution
Keyword Promo Keyword Promo
CTA
Image Asset
Keyword Promo
Image Assets
Brand Story / USP
Customer Pain/Goals
= Themes, Topics, Keywords
SEO
Target Topic
Social Networks
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What Secret Burger Ingredient Can Make Your Content POP?
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BACON!aka Influencers
Businesses are making $6.50 for each $1 spent on influencer marketing with the top 13% earning $20 or more. (Tomoson)Or Ann Handley
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Add Influencers to the Modular Mix
Empathy with Customer Pain
Influencer Content
Keyword Optimized
Topic Focus
CTA
Social Proof & Share
Influencer Content Influencer Content
Keyword Optimized
Influencer Content
Influencer Content
Influencer Content
POP!
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5 Content Repurposing Tactics
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1. Big to Small (Most Common)Social MediaLinkedInFacebookTwitterTipsTacticsQuotes
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2. Small to Big: Themed News Curation viralnewschart
buzzsumo
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2. Small to Big: Themed News CurationSocial Curation Blog News Post Email Newsletter
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3. Small to Big: Nuggets• Research stats, quotes,
short tips• Organize in a spreadsheet
by target audience buying stage
• Make some into images (Canva, Pixlr, Over)
• Schedule in social shares• Compile into listicles• Use in newsletters• Use in blog posts• Use in articles to media• Use in presentations
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Repurpose Small to Big
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4. Explode Interviews
Guided by Keyword Themes:• Ask a mix of unique & repeat questions• Post original interviews• Repurpose in an eBook, social shares• For each repeat question, compile the
answers & publish as a new article
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5. Thought Leadership
Identify a key trend yourcustomers care about
Poll industry influencersfor their insights, predictions
Add your own insights as well
PUBLISH
eBookBlog PostsGuide
REPURPOSE
Industry PubsGuest Blog PostsInfographicNewsletterPresentations
EXTEND
Follow up In-DepthInterviews
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Where Repurposing Fits: Content Maturity
Stasis Production Utility Storytelling MonetizationFocus: status quoStaticFew resourcesInitial experimentsBrand centric
Focus: quantityStrategyProcessCreation“More is Better”SEO centric
Focus: qualityFunctional, usefulCustomer focusedRefined processSocial centric
Focus: experienceSeek to dominate USPBrand leadershipOptimized buy cycleIntegrationMulti & Omni Channel
Focus: ecosystem Marketing ROIContent Publishing ROISyndication ROIServices ROIScale
Source: TopRank Online Marketing
RepurposingFor Efficiency
RepurposingFor Effectiveness
RepurposingFor Experience
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CUSTOMER INSIGHT– Identify key customer segments, develop profiles (personas) and the
questions they have at early, middle and late stages of buying process
MODULAR IMAGINGATION – Think about small to big and big to small modular content for
efficiency, SEO and ability to personalize for specific target audiences
ADD THE BACON– Connect with influencers to capture ingredient content (quotes, tips, stats
and examples) to add some POP to your repurposed content
Takeaways
Photo: Shutterstock
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Thank You@LeeOdden
We’re Hiring!
BONUS!Get this Optimized
Content Workflow at:http://tprk.us/ozwflow