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How To Repurpose
Content To Save Time &
Maximize Leads
#RecycleYourMarketing
Housekeeping
• This webinar is being recorded and will be 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 #RecycleYourMarketing 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
Head count isn’t the answer
#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
#RecycleYourMarketing
Ebook Article
OR
Long Vs. Short
Dense Vs. Simple
#RecycleYourMarketing
1 Great Content Idea Can = 5+ Content Pieces
#RecycleYourMarketing
4. Give Content The Attention It Deserves
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
Consider the Buyers Journey
#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
Key Takeaways + Best
Practices
• Use high performing pieces of content and repurpose
by highlighting different angles of the same topic
• Always deliver additional value
• Know your audience: keep the buyer’s journey in
mind!
25% DISCOUNT CODE FOR WEBINAR
ATTENDEES, EXPIRES AUGUST 31:
LIKEABLE15
Q&A
#RecycleYourMarketing
Rebecca Corliss
@repcor
Dave Kerpen
@davekerpen
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
GRAND PRIZE!
+ 1 Year of Likeable Hub
VIP ($240 Value!)
#RecycleYourMarketing

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Webinar: How to Repurpose Social 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 will be 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 #RecycleYourMarketing 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. Head count isn’t the answer #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 #RecycleYourMarketing
  • 22. Ebook Article OR Long Vs. Short Dense Vs. Simple #RecycleYourMarketing
  • 23. 1 Great Content Idea Can = 5+ Content Pieces #RecycleYourMarketing 4. Give Content The Attention It Deserves
  • 24. 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
  • 25. Use One Platform to Promote Another From a blog post To an eBook! #RecycleYourMarketing
  • 26. 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
  • 27. Consider the Buyers Journey #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. Key Takeaways + Best Practices • Use high performing pieces of content and repurpose by highlighting different angles of the same topic • Always deliver additional value • Know your audience: keep the buyer’s journey in mind!
  • 36. 25% DISCOUNT CODE FOR WEBINAR ATTENDEES, EXPIRES AUGUST 31: LIKEABLE15
  • 38. 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
  • 39. GRAND PRIZE! + 1 Year of Likeable Hub VIP ($240 Value!) #RecycleYourMarketing