Repurpose on Purpose: How to repurpose content for your target audience without breaking the bank. A modular approach to content that customizes repurposed content for specific target audiences and stages of the buying cycle. Lee Odden, CEO of TopRank Marketing.

1. Repurpose on Purpose:
Personalized Content for Your Target Audience
@LeeOdden
TopRankMarke0ng.com

2. @leeodden
@toprank
Small Business, Big Footprint
TopRankBlog.com
• 11 years
• 1.8 million words – 3,700 posts
• Nearly 2 million visitors/year
• 2 dedicated weekly contributors
• + team: monthly, quarterly
Social Networks: 300k+
• CombinaKon of
@leeodden @toprank
• TwiNer, Facebook, LinkedIn, Google+,
Pinterest, SlideShare, Instagram, YouTube

3. Community
>
300K
Website
Twitter
Facebook
YouTube
Instagram
LinkedIn
Slideshare
White Papers
Google+
Guides
Book
Webinars
Articles
Newsroom
Social Creation
& Curation
Guest Posts
Events
eBooks Pinterest
Blog

4. @leeodden
@toprank
How Do You Create All That Original Content?
Photo:
ShuCerstock

5. @leeodden
@toprank
You Don’t!
Co-Create Curate
Repurpose!
Photo:
ShuCerstock

6. @leeodden
@toprank
Content Marketing Maturity
Stasis Production Utility Storytelling Monetization
Focus:
status
quo
Sta0c
Few
resources
Ini0al
experiments
Brand
centric
Focus:
quan0ty
Strategy
Process
Crea0on
“More
is
BeCer”
SEO
centric
Focus:
quality
Func0onal,
useful
Customer
focused
Refined
process
Social
centric
Focus:
experience
Seek
to
dominate
USP
Brand
leadership
Op0mized
buy
cycle
Integra0on
Mul0
&
Omni
Channel
Focus:
ecosystem
Marke0ng
ROI
Content
Publishing
ROI
Syndica0on
ROI
Services
ROI
Scale
Source:
TopRank
Online
Marke0ng
Most
Repurposing
Repurposing
On Purpose

7. @leeodden
@toprank
Content isn’t King.
It’s the Kingdom!
@leeodden

8. @leeodden
@toprank
The Stats
#SMMW15
50%of
marketers
say
producing
content
consistently
is
a
top
challenge.
CMI/Marke0ngProfs

9. @leeodden
@toprank
Enter the Art of Repurposing

10. @leeodden
@toprank
Leftovers Content Repurposing
@jasonmillerca -­‐ @linkedinmktg
www.slideshare.net/Jasonmillerca

11. @leeodden
@toprank
122 assets
from one
eBook
marketeer.kapost.com/example-­‐of-­‐a-­‐content-­‐pillar

12. @leeodden
@toprank
Yet, Content Can Be Overwhelming
#SMMW15
Demand Gen,
MarkeKng
AutomaKon,
Lead Nurturing
Content, SEO,
Social Media,
Ads, AnalyKcs
Image:
ShuCerstock

13. @leeodden
@toprank

14. @leeodden
@toprank
What Kind of Content
Are You Creating?

15. @leeodden
@toprank
Content Marketing Tactics
hNp://tprk.us/30cmtacKcs

16. @leeodden
@toprank
For Whom?
Photo:
ShuCerstock

17. @leeodden
@toprank
Punting is Not Scoring

18. @leeodden
@toprank
Whose Problems Are You Solving?
Yours?
Or Your Customers’?
Photo:
ShuCerstock

19. <insert clever cartoon about
content quanKty vs. quality>

20. @leeodden
@toprank
Customer Centric Content is Essential
Photos:
ShuCerstock
Discover
Consume $$$
Act

21. @leeodden
@toprank
A Cynical View of Sales Cycle

22. @leeodden
@toprank
Align Content With the Customer Journey
PR
Radio
TV
Print
Word of Mouth
Email
Ecommerce
Store
FAQ
Knowledge Base Promotions
Newsletter
Social Networks
BlogWebsite
Community
Forum
Online Ads
Email
PPC
Social Ads
Blog
Reviews
Media
awareness consideration purchase retention advocacyinterest
Create
Top
of
Mind
Recogni0on
Engagement
with
the
Brand
Inclusion
in
more
prospect
dialogues
Increase
in
inquiries
/
sales
mee0ngs

23. @leeodden
@toprank
Three Essential Content Questions:
How will this content aNract the right audience,
right Kme, right place?
How will this content engage them – right message,
right types of content, media, channels and
devices?
How will this content convert them to the next
stage in the buying cycle, to a lead, a customer, an
advocate?
1
2
3

24. @leeodden
@toprank
Be the best answer.
@leeodden

25. @leeodden
@toprank
Audience Content Preferences
Discover
$$$
Act
Search Keywords
Social Topics
AdverKsing
PublicaKons
Events
Word of Mouth
Social Share
Engage
Subscribe
Register
Inquire
Buy
Text, Images, Audio,
Video
Mobile, Tablet,
Computer
Formal, Funny, Long,
Short
Consume

26. @leeodden
@toprank
Audience Data to Personalize For
• Demographics
• Behaviors
• Segmenta0on
Data
• What
do
they
care
about?
• What
is
the
voice
of
the
customer
on
social?
• What
ques0ons
do
customers
need
answered
across
the
sales
cycle?
Early,
Middle,
Late

27. @leeodden
@toprank
Content Considerations
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
Source: @TopRank Marketing
Answer
buyer
ques0ons
based
on
stage
in
the
buying
cycle

28. @leeodden
@toprank
1. Big to Small
Which social media markeKng tacKcs are
important?
How does (Facebook, TwiNer) markeKng
work?
Where can I go to get more informaKon?
Hint: Social Media Marke1ng World!

30. @leeodden
@toprank
2. Small to Big: News Curation
News Shared on Social
News Roundup on Blog
Email NewsleNer
What is it? How does it work? Next steps?

31. @leeodden
@toprank
Trending News Sources
viralnewschart.com
app.buzzsumo.com/trending

32. @leeodden
@toprank
3. Small to Big: Nuggets
What is it? How does it work? Next steps?
• Research stats, quotes, short
Kps
• Organize in a spreadsheet by
target audience buying stage
• Make some into images
(Canva, Pixlr, Over)
• Schedule in social shares
• Compile into lisKcles
• Use in newsleNers
• Use in blog posts
• Use in arKcles to media
• Use in presentaKons

33. @leeodden
@toprank
Reimagined Content
gi^guide.leafletonline.com/

34. @leeodden
@toprank
Curate, Assemble, Promote

35. @leeodden
@toprank
4. Explode Interviews
Sequence of interviews with influencers
• Define the topic
• How does it work
• What to do next?
Repurpose:
• Ask a mix of unique & repeat quesKons
• Post original interviews
• Repurpose in an eBook, social shares
• For each repeat quesKon, compile the
answers & publish as a new arKcle
Authority Rainmaker
hNp://tprk.us/trar15

36. @leeodden
@toprank
5. Repurpose as a Theme

37. @leeodden
@toprank
Theme + Refresh

38. @LeeOdden
Let’s
Get
Modular
Photo:
ShuCerstock

39. @leeodden
@toprank
Modular Content: Big to Small
eBook
Blog Post
NewsleNer
Industry ArKcle
Micro-­‐Content

40. @leeodden
@toprank
Modular Content: Small to Big
eBook
PresentaKon
Blog Post
NewsleNer
Blog Post
Micro-­‐Content
Micro-­‐Content
NewsleNer
Blog Post
Industry ArKcle

41. @leeodden
@toprank
Advantages of Modular Microcontent
• Plant
idea
seeds
• Micro
content
is
sharable
• Collect
data:
themes,
ac0ons
• Cura0on
is
easy
• Micro
to
macro
is
SEO
friendly
• Ripe
for
personaliza0on
&
repurposing

42. @leeodden
@toprank
Burgers & Modular Content
Photo:
ShuCerstock

43. @leeodden
@toprank
Many Ingredient Options / Combos
Photo:
Dwight
Eschliman/New
York
Magazine

44. @leeodden
@toprank
Customize According to Customer
Photo:
Thrilist

45. @leeodden
@toprank
What Kind of Content Burger Do Your Customers
Prefer?
Photo:
ShuCerstock

46. @leeodden
@toprank
Think About How You’ll Customize
Repurposed Content
Just Don’t Repurpose Any Burgers
Photo:
ShuCerstock

47. @leeodden
@toprank
Takeaways
Customer
insight
–
Iden0fy
key
customer
segments,
develop
profiles
(personas)
and
the
ques0ons
they
have
at
early,
middle
and
late
stages
of
buying
process
Modular
imagina2on
–
Think
about
small
to
big
and
big
to
small
modular
content
for
efficiency,
SEO
and
ability
to
personalize
for
specific
target
audiences
Test
and
Iterate
–
It’s
OK
to
start
small,
just
be
sure
to
collect
data
to
inform
future
content
&
repurposing

48. @leeodden
@toprank
THANK YOU!
Lee
Odden
-­‐
@leeodden
lee@toprankmarke2ng.com
TopRankMarke2ng.com
TopRankBlog.com
Op0mizeBook.com