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The Care and Feeding of
     Content Monsters

       Pamela Reilly
         @IndyHealer
        @PamelaReilly1
     Good Works Wellness
http://goodworkswellness.com
Start at the Beginning
• The Basics
   – Identify your purpose and set goals
   – Have a content calendar
   – Know your audience:
     • Identify your ideal audience
     • Know your existing audience
   – Identify goals
• Create a content development and repurposing
  plan
   – Identify ALL content sources
   – Craft a plan for using a variety of sources to
     generate content
Key Content Generators
•   Employees
•   Customers
•   Existing documentation
•   Website content
•   Current events
•   Industry trends
•   Content Curators/Aggregators
•   Website and blog statistics
•   SEO strategy
Use Your Stats!
• Make note of which posts/pages/topics receive the
  most hits
• Compare your stats and your SEO strategy
   – Adjust SEO strategy as needed
   – Modify content calendar to target new
     topics/words
• Watch Alexa ranking to judge overall
  effectiveness of campaigns
• Watch stats to fine-tune scheduling
Key Content Sourcing Tools
•   Google Alerts: http://google.com/alerts
•   Twitter Search
•   Manage Flitter: http://manageflitter.com
•   Aggregators/Content Curators:
    Smartbrief.com
    News360
    Quora
    Feedly/Pulse
    Fark.com
    LinkedIn Today:
    http://www.linkedin.com/today
Most Ignored Content Generators
•   Mission statement
•   Business plan
•   Contracts / new customer info
•   Customer questions
•   Social media interactions / Blog
    comments
•   Press releases
•   Pictures / Graphics
•   Calendar
•   Guest posts
Ignored Sources of Existing Content
Any and all of the following may be repurposed to generate new content:

 •   Emails
 •   Employee handbooks
 •   Contracts
 •   Marketing Materials
 •   Presentations / Classes / Webinars
 •   Old blog posts
 •   White papers / Articles
 •   User guides / Instructional materials
 •   Press releases
 •   Pictures / Graphics
Get Creative!!
Identify and write about:
 • Pain points for customers
 • Myths you can debunk
 • Upcoming new products and updates to
   products
 • Unique uses for your product or service
 • Completely wrong uses for your
   product or service
 • Common problems your service can fix
 • Write about a business or service
   you use
 • Use dichotomy to get attention:
   “10 Things About Composting I learned from
   Kim Kardashian”
Why Re-Purpose Content?
• Is the most efficient method of
  generating content
• Ensures consistency
• Can help reinforce a message or clarify
  a point
• Strengthens branding
• Strengthens SEO
• If a content piece worked once,
  multiply those results by using it again
Downcycling Content




            Graphic:
            http://roominatemarketing.com
Downcycling Content
Downcycle* content by turning large pieces of content into:

   • Short newsletter articles
   • Whitepapers/free give-aways
   • Short videos
   • Simple list posts (“Top 10”)
   • Infographic
   • Surveys
   • Facebook/LinkedIn/Google+ posts
   • Tweets
   *Include a call to action when appropriate
Upcycling Content




      Graphic: http://roominatemarketing.com
Upcycling Content
Upcycle* content by turning small pieces of content into:
  •  Newsletter articles
  •  Videos
  •  White Papers
  •  Ebooks
  •  How-to articles or instructional guides
  •  Presentations / Webinars
  •  Drip campaigns / Thank you pages /
     Autoresponders
  • Guest posts on other sites
  *Include a call to action when appropriate
Upcycling for Marketing
Use existing posts or content in the following ways to boost website hits and
increase exposure:
 •   Include a portion of content in “thank you” pages and
     autoresponders
 •   Include links to specific posts in email signatures
 •   Include a link to a free download on business cards
 •   List a collection of posts on a specific topic and use as
     a newsletter article
 •   Use a portion of a content piece in autoresponders
 •   Include a content piece in follow-up emails from
     customer conversations or marketing visits
 •   Create a custom RSS feed
“Re-Blogging”
To “re-blog,” take an existing blog post or posts and repurpose in any of the
following ways:

 •   Recreate for a different audience/season/need
 •   Pull one point from a post and provide more detail
 •   Write on the same topic from a different perspective
 •   Turn an information post into a “how to” post
 •   Create a “best of” list post
 •   Create an off-the-cuff video based on a blog post
 •   Re-write to focus on a different SEO target
 •   Update a post based on new developments
 •   Create an FAQ page or FAQ blog post


Major bonus points if you get the “Monster” joke on this slide
Content Plan: OGRE
• Organize: Set goals and plan your
  repurposing strategy
• Group: Identify posts to repurpose,
  topics to focus on, etc.
• Re-work & Implement: Create
  repurposed pieces and publish
• Evaluate: Track stats and social media
  engagement to see which pieces moved
  you closest to meeting your goals
Please Keep in Touch!
Pamela Reilly
Join Newsletter: Text GOODWORKS to 22828
Good Works Wellness Research, LLC
http://goodworkswellness.com
@IndyHealer
@PamelaReilly1

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The care and feeding of content monsters

  • 1. The Care and Feeding of Content Monsters Pamela Reilly @IndyHealer @PamelaReilly1 Good Works Wellness http://goodworkswellness.com
  • 2. Start at the Beginning • The Basics – Identify your purpose and set goals – Have a content calendar – Know your audience: • Identify your ideal audience • Know your existing audience – Identify goals • Create a content development and repurposing plan – Identify ALL content sources – Craft a plan for using a variety of sources to generate content
  • 3. Key Content Generators • Employees • Customers • Existing documentation • Website content • Current events • Industry trends • Content Curators/Aggregators • Website and blog statistics • SEO strategy
  • 4. Use Your Stats! • Make note of which posts/pages/topics receive the most hits • Compare your stats and your SEO strategy – Adjust SEO strategy as needed – Modify content calendar to target new topics/words • Watch Alexa ranking to judge overall effectiveness of campaigns • Watch stats to fine-tune scheduling
  • 5. Key Content Sourcing Tools • Google Alerts: http://google.com/alerts • Twitter Search • Manage Flitter: http://manageflitter.com • Aggregators/Content Curators: Smartbrief.com News360 Quora Feedly/Pulse Fark.com LinkedIn Today: http://www.linkedin.com/today
  • 6. Most Ignored Content Generators • Mission statement • Business plan • Contracts / new customer info • Customer questions • Social media interactions / Blog comments • Press releases • Pictures / Graphics • Calendar • Guest posts
  • 7. Ignored Sources of Existing Content Any and all of the following may be repurposed to generate new content: • Emails • Employee handbooks • Contracts • Marketing Materials • Presentations / Classes / Webinars • Old blog posts • White papers / Articles • User guides / Instructional materials • Press releases • Pictures / Graphics
  • 8. Get Creative!! Identify and write about: • Pain points for customers • Myths you can debunk • Upcoming new products and updates to products • Unique uses for your product or service • Completely wrong uses for your product or service • Common problems your service can fix • Write about a business or service you use • Use dichotomy to get attention: “10 Things About Composting I learned from Kim Kardashian”
  • 9. Why Re-Purpose Content? • Is the most efficient method of generating content • Ensures consistency • Can help reinforce a message or clarify a point • Strengthens branding • Strengthens SEO • If a content piece worked once, multiply those results by using it again
  • 10. Downcycling Content Graphic: http://roominatemarketing.com
  • 11. Downcycling Content Downcycle* content by turning large pieces of content into: • Short newsletter articles • Whitepapers/free give-aways • Short videos • Simple list posts (“Top 10”) • Infographic • Surveys • Facebook/LinkedIn/Google+ posts • Tweets *Include a call to action when appropriate
  • 12. Upcycling Content Graphic: http://roominatemarketing.com
  • 13. Upcycling Content Upcycle* content by turning small pieces of content into: • Newsletter articles • Videos • White Papers • Ebooks • How-to articles or instructional guides • Presentations / Webinars • Drip campaigns / Thank you pages / Autoresponders • Guest posts on other sites *Include a call to action when appropriate
  • 14. Upcycling for Marketing Use existing posts or content in the following ways to boost website hits and increase exposure: • Include a portion of content in “thank you” pages and autoresponders • Include links to specific posts in email signatures • Include a link to a free download on business cards • List a collection of posts on a specific topic and use as a newsletter article • Use a portion of a content piece in autoresponders • Include a content piece in follow-up emails from customer conversations or marketing visits • Create a custom RSS feed
  • 15. “Re-Blogging” To “re-blog,” take an existing blog post or posts and repurpose in any of the following ways: • Recreate for a different audience/season/need • Pull one point from a post and provide more detail • Write on the same topic from a different perspective • Turn an information post into a “how to” post • Create a “best of” list post • Create an off-the-cuff video based on a blog post • Re-write to focus on a different SEO target • Update a post based on new developments • Create an FAQ page or FAQ blog post Major bonus points if you get the “Monster” joke on this slide
  • 16. Content Plan: OGRE • Organize: Set goals and plan your repurposing strategy • Group: Identify posts to repurpose, topics to focus on, etc. • Re-work & Implement: Create repurposed pieces and publish • Evaluate: Track stats and social media engagement to see which pieces moved you closest to meeting your goals
  • 17. Please Keep in Touch! Pamela Reilly Join Newsletter: Text GOODWORKS to 22828 Good Works Wellness Research, LLC http://goodworkswellness.com @IndyHealer @PamelaReilly1