Re c y c l i n g & Re p u r p o s i n g

G R E AT C O N T E N Tt o B o o s t Yo u r

B r a n d

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...and build your platform!

C o r r i n Fo s t e rD i r e c t o r , o f M a r k e t i n g &

B r a n d i n g

G r e e n l e a f B o o k G r o u p

“Who learns most from a good book is the author.”

– Jose Bergamin, Spanish writer and playwright

WHAT IS THE POWER OF GREAT CONTENT?.....................................................................................1. Content Entry Points

• Powerful because they allow you to connect with different readers in different ways

2. Wheel of Content• Powerful because it provides you with a

never-ending supply of content3. SEO Value

• Powerful because it increases discoverability

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CONTENT ENTRY POINTS

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Q: WHAT IS A CONTENT ENTRY POINT?

A: PLACES IN A TEXT WHERE A READER CONNECTS WITH AN IDEA AND DIVES IN TO LEARN MORE

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TRAVEL GUIDE

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TRAVEL GUIDE

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MAP

DIAGRAM

GRAPHIC

CHECKLIST

PHOTO

TEXT

BUSINESS TITLE

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BUSINESS TITLE

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ARTICLE / QUOTES GRAPHIC

QUESTIONS

Q: WHAT IS A PLATFORM?

A: A FOUNDATION CONSISTING OF VARIOUS ASSETS THAT A THOUGHT LEADER CAN BUILD FROM IN ORDER TO DELIVER IDEAS TO THE WORLD

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PLATFORM ENTRY POINTS

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Copyright © Mark Suster. All rights reserved.

PLATFORM ENTRY POINTS

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TWEETS LONG FORM

PODCAST

BLOGWEBSITE

VIDEOCopyright © Mark Suster. All rights reserved.

THREE TAKEAWAYS.........................................................................................1. Build a Bridge

• It’s not necessary to start from scratch. Repurpose content from your book to build your platform assets.

2. Share Your Message in Different Ways• By creating a multimedia platform, you cast the

net wide and increase the chances of reaching more people.

3. Not Everyone in a Demographic is the Same• Even within your target audience, consumption

preferences vary by personality. Mix it up!

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WHEEL OF CONTENT

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WHEEL OF CONTENT.........................................................................................1. Blog as Hub

• Original content, posted consistently, and optimized for discoverability

2. Social Media as Spokes• Customize message, highlight, and promote

3. Community as Momentum• Ask questions, give answers, participate, and

engage

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1 BOOK = 1 YEAR OF CONTENT

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RECYCLE.........................................................................................1. Editorial Calendar2. Promote3. Update

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REPURPOSE.........................................................................................1. Excerpts2. Articles3. Presentations4. Webinars

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REFORMAT

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QUOTES, ARTICLES, STATISTICS

CHECKLISTS, BEHIND THE SCENES

GRAPHICS, PHOTOGRAPHS, MAPS

CASE STUDIES, ANECDOTES

QUESTIONS, TAKEAWAYS

INTERVIEWS WITH EXPERTS

OUT OF IDEAS?.........................................................................................1. Newsjacking2. Response Pieces3. 101 Level SEO4. Content Scraping5. Most Shared6. Search Topics7. Eavesdrop8. Email9. Reviews10. Guides & Tutorials11. Infographics

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THREE TAKEAWAYS.........................................................................................1. New Audiences Await

• Breadth of content can result in customers discovering your business who may never have otherwise found you.

2. Content Piques Interest• One small piece of content that resonates

provides an incentive seek out more, sign up for your newsletter, or employ your services.

3. Storytelling is Key for a Speaker• Content requires a well thought-out strategy

and a compelling delivery of ideas, both of which are strong indicators that you would do well on stage.

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SEARCH ENGINE OPTIMIZATION

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Q: WHAT IS SEARCH ENGINE OPTIMIZATION?

A: A COLLECTION OF STRATEGIES THAT CAN IMPROVE THE RANKINGS OF A WEBSITE IN ORGANIC SEARCH RESULTS

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Q: WHAT IS A KEYWORD?

A: AN INFORMATIVE WORD OR PHRASE USED TO INDICATE THE CONTENT OF A WEB PAGE

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STRATEGY 1 = USE THE LONG-TAIL

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Benefits of long-tail keywords include more targeted traffic and less competition for rankings.

DEFINITION: PHRASES OF MORE THAN TWO WORDSUSED WHEN SEARCHING FOR SOMETHNG SPECIFIC

STRATEGY 2 = USE THE SEO SALES FUNNEL

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AWARENESS CONSIDERATION CONVERSION

A person is feeling a pain

point and searching for

help, but they don’t know what the solution

is

A person has learned

enough to now be

searching for a specific solution

A person is ready to

become a customer through

purchase or participation

SAMPLE KEYWORDS (LEADERSHIP BOOK)

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AWARENESS CONSIDERATION CONVERSION

Trouble with communication

No company vision

How to handle employee absenteeism

How to motivate a team

Writing a corporate vision statement

Orientation best practices

Top management books for CEOs

Team building workshops in Austin

Best business podcast

TOOLS FOR RESEARCH?• Google Adwords Keyword Planner• Google Trends• Yoast WordPress Plugin

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THREE TAKEAWAYS.........................................................................................1. Think Like a Human

• When selecting SEO keywords, consider realistic long-tail phrases that you would likely use in a search.

2. Span the Whole Funnel• Utilizing keywords in all 3 phases of the sales

funnel increases the odds of reaching more people.

3. Build Content Around Keywords• If you know that a certain keyword is targeted

and frequently searched, create content that fills the need in order to capture the traffic.

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Can jump from page to platform…and vice versa

Can enable you to connect in different ways

Can enhance your credibility as a thought leader

Can cross promote your business

Can improve the chance that someone discovers you

CONTENT IS POWERFUL BECAUSE IT...

THANK YOU!Q&A

Fo r mo re de t a i l s a b o u t o u r b r a n d d e v e l o p me nt s e r v i c e s ,c o n t a c t mm a s um i ya @ g re e n l e a f b o o k g ro u p . c o m

IDEAS THRIVE

REFERENCES / PHOTO CREDITS......................................................................................... Slide 3 “Multiple Tweets Plain” by mkhmarketing is licensed under CC BY 2.0Slide 4 photo by Sergey Zolkin licensed by unsplash.com Slide 7 “Dive” by SuperFantastic is licensed under CC BY 2.0Slide 9 Copyright © BeijingHoliday.com. All rights reserved.Slides 14-15 Copyright © Mark Suster. All rights reserved.Slide 18 “Business professional’s handshake” by Uberof222 ff is licensed under CC BY 2.0Slides 20-24 Copyright © Ron Carucci and Eric Hansen. All rights reserved.Slide 26 “Binoculars II” by Chase Elliott Clark is licensed under CC BY 2.0Slide 34 “Bridge” by Walt Stoneburner is licensed under CC BY 2.0Slide 35 “Audience at humanities theatre” by Mohammad Jangda is licensed under CC BY 2.0

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