Presentation by Sarah Bedrick, HubSpot Academy Senior Inbound Marketing Professor, at our Toronto HUG Year-End Meetup.

1. REDUCE, REUSE,
RECYCLE:
How to get the
most out of your
content.

2. Sarah
Bedrick
@sbedrick
Inbound Marketing Professor,
HubSpot Academy Team
owns a craft beer blog for girls.

3. #TorontoHUG

4. #HubSpotting

5. AGENDA.
1. Why create content?
2. Best practices for content creation.
3. Why reduce, reuse and recycle.
4. How to reduce, reuse and recycle.
5. Q/A session.

6. 1
WHY
CREATE CONTENT?

7. Content,
what is it anyhow?

8. Content = information.
Blog posts
ebooks
webinars
Informational kids
videos
Checklists
Buying guides
White papers
Slide-share decks
Offers
Case studies
Webinars

9. CONTENT IS
WHAT YOUR ENTIRE
SITE LIVES & BREATHES ON.

11. MARCUS
SHERIDAN.
• Owned a failing pool
company.
• Bought in to inbound
marketing as a last ditch
resort.
• Created content, upon
content, upon content.

14. 2
BEST PRACTICES FOR
CONTENT CREATION.

15. HOW TO CREATE GREAT CONTENT
1
Buyer personas
2
The Buyer’s Journey

16. Buyer Personas
Q: What are they?

17. BUYER
PERSONAS
are fictional characters
marketers create by doing
research. They represent
your ideal customer & help
refine your marketing
activities.

18. BUYER
PERSONAS
are fictional characters
marketers create by doing
research. They represent
your ideal customer & help
refine your marketing
activities.

19. The Buyer’s Journey
Q: What is it?

20. The Buyer’s Journey
The research process people go
through leading up to making a
purchase.

21. CONTENT:
Blog posts
ebooks
webinars
Informational kids
videos
Checklists
Buying guides
White papers
Slide-share decks
Offers
Case studies
Webinars

22. THE BUYER’S JOURNEY

23. THE BUYER’S JOURNEY

24. Specific content offers are
more relevant to buyer’s at
specific times during the
buyer’s journey.

25. NOW LET’S
CREATE CONTENT.

26. QUESTIONS TO ASK TO DRIVE
CONTENT CREATION
1. How do you do X
2. What to look for in X
3. What X means for you
4. How to X
5. Why you need to know about X
6. Where to find X

27. WHAT QUESTIONS DO
YOU HEAR MOST
FREQUENTLY?
Send out a survey to your
sales department Ask about
FAQs—then answer them in
your content.

28. WAYS TO
BRAINSTORM NEW CONTENT
Stay on top of industryrelated news: set up an
RSS feed or subscribe to
relevant industry blogs to
see what's happening.

29. WAYS TO
BRAINSTORM NEW
CONTENT
Monitor social conversations: Many
people go to Twitter or Facebook to
ask for recommendations.
• What are people talking about?
• What are people interested in?
• What are they asking questions
about?

30. ANNUAL OR
SEASONAL
PUBLICATIONS
Write annual best-of
feature: compile most
popular posts for
December eBook, top
list of products and/or
services, great
reading, etc.

31. DON’T WANT TO
WRITE?
Conduct webinars, create
short videos answering
questions, use a
Slideshare deck, or use
other video
Pro tip: transcribe your video or
image to get SEO credit!

32. DON’T HAVE TIME
TO WRITE?
It must be a priority to be
successful.
Hire writers.
Pro tip: websites like Zerys &
WriterAccess can help!

33. HOW
ABOUT YOU?
How do you come up
with ideas for content?

34. 3
WHY REDUCE,
REUSE & RECYCLE.

35. WHY REDUCE, REUSE, RECYCLE:
1
Saves time.
2
Saves money.
3
Leads to more content, easily.
4
Leads to more visitors, leads, customers &
promoters.

37. 4
HOW TO REDUCE,
REUSE & RECYCLE.

38. Repurposing existing
content.
You probably already have a lot of
content—now you just need to find it.

39. STRATEGIES FOR
RE-PURPOSING
EXISTING CONTENT

40. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT

41. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas

42. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
FREE
eBook!
Complimentary
Whitepaper.

43. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog posts to turn in to offers

44. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog posts to turn in to offers
}

45. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog posts to turn in to offers
3. Use excerpts of existing offers for blog posts

46. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog posts to turn in to offers
3. Use excerpts of existing offers for blog posts
}

47. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog posts to turn in to offers
3. Use excerpts of existing offers for blog posts
4. Combine related offers & turn in to kits
+
}

48. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog posts to turn in to offers
3. Use excerpts of existing offers for blog posts
4. Combine related offers & turn in to kits
5. Re-use existing content in differing formats & sites

49. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
1. Tailor existing content to different personas
2. Bundle existing blog posts to turn in to offers
3. Use excerpts of existing offers for blog posts
4. Combine related offers & turn in to kits
5. Re-use existing content in differing formats & sites
YouTube video
Slide Share
Podcast

50. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
6. Update existing content.

51. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
6. Update existing content.
7. Repurpose blog comments for content creation

52. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
6. Update existing content.
7. Repurpose blog comments for content creation
8. Repurpose social media conversations for content

53. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
6. Update existing content.
7. Repurpose blog comments
8. Repurpose social media
conversations for content

54. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
9. Transform internal presentations into external blog
posts, offers & different formats

55. 11 STRATEGIES FOR RE-PURPOSING
EXISTING CONTENT
9. Transform internal presentations into external blog
posts, offers & different formats
10. How about you?

56. ORGANIZE
YOUR CONTENT.

57. MAP YOUR CONTENT FOR YOURSELF.

58. MAP YOUR CONTENT FOR OTHERS.

59. CUSTOM COLLECTIONS

60. CUSTOM COLLECTIONS

61. NOW TIME
TO PROMOTE.

62. PROMOTE YOUR CONTENT:
Twitter
Quora
Google Plus
LinkedIn
Add to email nurturing campaigns
Facebook
Pinterest

63. PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.

64. PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
2. Keep your company’s style guide in mind.

65. PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
2. Keep your company’s style guide in mind.
3. Make them valuable, helpful & engaging.

66. PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
2. Keep your company’s style guide in mind.
3. Make them valuable, helpful & engaging.
4. Make them easy to share.

67. PROMOTING YOUR CONTENT:
JUST A FEW TIPS
1. Tailor your message to the medium.
2. Keep your company’s style guide in mind.
3. Make them valuable, helpful & engaging.
4. Make them easy to share.
5. How about you?

68. THANK YOU!
Q&A TIME
REACH OUT ON TWITTER:

69. RESOURCES.
1
Buyer Persona Information
2
The Buyer’s Journey Information
3
Content Mapper Worksheet