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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 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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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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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
P
R Radio
TV
Print
Word of Mouth
Direct Mail
Email
Ecommerce
Store FAQ
Knowledge Base
Promotions
Newsletter
Social Networks
BlogWebsite
Community
Forum
Online Ads
Email
PPC
Social Ads
Blog
Reviews
Media
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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 Keywords
Social Topics
Advertising
Publications
Events
Word of Mouth
Text, Images, Audio,
Video
Mobile, Tablet,
Computer
Formal, Funny, Long,
Short
Social Share
Engage
Subscribe
Register
Inquire
Buy
Photos: Shutterstock
Attract Engage Convert
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Customer-Centric Modular Content
Target
Audience 1
Target
Audience 2
Target
Audience 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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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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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 your
customers care about
Poll industry influencers
for their insights, predictions
Add your own insights as
well
PUBLISH
eBook
Blog Posts
Guide
REPURPOSE
Industry Pubs
Guest Blog Posts
Infographic
Newsletter
Presentations
EXTEND
Follow up
In-Depth
Interviews
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Where Repurposing Fits: Content Maturity
Stasis Production Utility Storytelling Monetization
Focus: status quo
Static
Few resources
Initial experiments
Brand centric
Focus: quantity
Strategy
Process
Creation
“More is Better”
SEO centric
Focus: quality
Functional, useful
Customer focused
Refined process
Social centric
Focus: experience
Seek to dominate USP
Brand leadership
Optimized buy cycle
Integration
Multi & Omni Channel
Focus: ecosystem
Marketing ROI
Content Publishing ROI
Syndication ROI
Services ROI
Scale
Source: TopRank Online Marketing
Repurposing
For Efficiency
Repurposing
For Effectiveness
Repurposing
For 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
