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BrightEdge Share15 - CM203: Scaling Content: Production, Process & Culture - Robert Reneau
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The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE The Art of Repurposing Content Robert Reneau
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Transcript of BrightEdge Share15 - CM203: Scaling Content: Production, Process & Culture - Robert Reneau
The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
The Art of Repurposing Content
Robert Reneau
@brightedge #share15
Began as Start-up
1983
Headquarters
San Jose, California
Employees
8,300 worldwide
Market Cap
$9.70bFast Growing
analog company
Global Presence
29 technologycenters in 14
countries
Annual Revenue
$2.37
billion(trailing 12 months)
Maxim Integrated Overview
@brightedge #share15
Single Source
of Content
Create content
Edit contentAlign to market
Post, leverage, repurpose
AUTHORS
EDITORS
TECHNICAL MARKETERS
DIGITAL/WEB TEAM
Points to cover
☑ Who is working on it
☑ Who is reading it
☑ What is the purpose
☑ What to measure, optimize
Content Creators & Cross-Department Involvement
@brightedge #share15
Modular Authoring for Templates
• Enables repurposing of content by placing premade modules
@brightedge #share15
Web PageVideo (Asset)
Asset and Page Tagging (AEM)
@brightedge #share15
International Customer
Customer
Interest: Audio Parts
Sales
Dynamically Personalize Content
@brightedge #share15
Website
Promotional Banner
50 pg. Datasheet
E-brief
Multiplying and Repurposing Content
@brightedge #share15
BrightEdge Drives SEO Focus Across All Touchpoints
Utilizing keywords in:
• Pages
• Documents
• Ads
• Images
@brightedge #share15
Content Optimizer in Adobe (AEM)
@brightedge #share15
Optimizing the User Experience
+37%Organic
Visits
• Boosted traffic with improved user experience and SEO tactics
• Very successful new website launch
@brightedge #share15
Points to Consider
• Create a content sourcing process that fosters collaboration
• Leverage and construct architecture to repurpose content
• Provide departmental training about how to define marketing attributes
relevant to sourcing content
• Measure and share success results to grow morale and advocate the
importance of content optimization
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The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
Thank [email protected]
