Modular Content: How to Repurpose Content Personalized for Target Audiences
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Transcript of Modular Content: How to Repurpose Content Personalized for Target Audiences
@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+,
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Community > 300K
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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
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The Stats
#SMMW15
50% of marketers say producing content
consistently is a top challenge. CMI/Marke0ngProfs
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Leftovers Content Repurposing
@jasonmillerca -‐ @linkedinmktg
www.slideshare.net/Jasonmillerca
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122 assets from one eBook
marketeer.kapost.com/example-‐of-‐a-‐content-‐pillar
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Yet, Content Can Be Overwhelming
#SMMW15
Demand Gen, MarkeKng AutomaKon, Lead Nurturing
Content, SEO, Social Media, Ads, AnalyKcs
Image: ShuCerstock
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Customer Centric Content is Essential
Photos: ShuCerstock
Discover
Consume $$$
Act
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Align Content With the Customer Journey
PR Radio TV Print
Word of Mouth
Ecommerce
Store FAQ
Knowledge Base Promotions
Newsletter
Social Networks
Blog Website
Community Forum
Online Ads
PPC Social Ads
Blog
Reviews
Media
awareness consideration purchase retention advocacy interest
Create Top of Mind
Recogni0on
Engagement with the Brand
Inclusion in more
prospect dialogues
Increase in inquiries /
sales mee0ngs
@leeodden @toprank
Three Essential Content Questions:
How will this content aNract the right audience, right Kme, right place?
How will this content engage them – right message, right types of content, media, channels and devices?
How will this content convert them to the next stage in the buying cycle, to a lead, a customer, an advocate?
1
2
3
@leeodden @toprank
Audience Content Preferences
Discover
$$$
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
@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
@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
@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!
@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?
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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
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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
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Modular Content: Big to Small eBook
Blog Post
NewsleNer
Industry ArKcle
Micro-‐Content
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Modular Content: Small to Big eBook
PresentaKon
Blog Post
NewsleNer
Blog Post
Micro-‐Content
Micro-‐Content NewsleNer
Blog Post
Industry ArKcle
@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
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Think About How You’ll Customize Repurposed Content
Just Don’t Repurpose Any Burgers
Photo: ShuCerstock
@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
@leeodden @toprank
THANK YOU!
Lee Odden -‐ @leeodden [email protected]
TopRankMarke2ng.com TopRankBlog.com
Op0mizeBook.com