SlideShare ist ein Scribd-Unternehmen logo
1 von 79
Extreme Reuse:
                From Content Management to Content Marketing




                                    Conference Tweets: @mktgtech

© 2012 PERCUSSION SOFTWARE, INC                                    1
2 Weeks Ago





© 2012 PERCUSSION SOFTWARE, INC   2
© 2012 PERCUSSION SOFTWARE, INC   3
This week





Text REDCROSS to 90999 to make a $10 Donation
© 2012 PERCUSSION SOFTWARE, INC             4
Lets Get Started





© 2012 PERCUSSION SOFTWARE, INC   5
@ajdun

                          -OR-

         “Just a Man
         and his Dog”




© 2012 PERCUSSION SOFTWARE, INC   6
© 2012 PERCUSSION SOFTWARE, INC   7
© 2012 PERCUSSION SOFTWARE, INC   8
A Question:


     Who Here is NOT Doing Content
     Marketing?


© 2012 PERCUSSION SOFTWARE, INC      9
10 Marketers





© 2012 PERCUSSION SOFTWARE, INC   10
Only Two Of You Are Not




© 2012 PERCUSSION SOFTWARE, INC   11
9 Out of 10




© 2012 PERCUSSION SOFTWARE, INC   12
Budgets Are Increasing




© 2012 PERCUSSION SOFTWARE, INC   13
No, Really!




© 2012 PERCUSSION SOFTWARE, INC   14
Popular Methods




© 2012 PERCUSSION SOFTWARE, INC   15
© 2012 PERCUSSION SOFTWARE, INC   16
Goals




© 2012 PERCUSSION SOFTWARE, INC   17
Content Drives Conversion!




© 2012 PERCUSSION SOFTWARE, INC   18
‱ A question
        – Who is NOT doing some form of content marketing
        – Who considers their corporate website as the pivot point for their
          content marketing?

‱ Obligatory stats about CM on the rise
        – BtoB says
        – CMI Says

        – Flash them faster to get everyone nervous..




© 2012 PERCUSSION SOFTWARE, INC                                                19
“If you always do what you always
did, you will always get, what you
always got.”
                    --Coach Chadwick, MTRHS ~10 years Undefeated Track Coach




 © 2012 PERCUSSION SOFTWARE, INC                                          20
Four Steps




© 2012 PERCUSSION SOFTWARE, INC   21
Your Technology?




© 2012 PERCUSSION SOFTWARE, INC                      22
Step #1 Get Your Technology out      of your
                                  way




© 2012 PERCUSSION SOFTWARE, INC                   23
Can You find the Road?




 © 2012 PERCUSSION SOFTWARE, INC   24
Count The Steps To Publish




© 2012 PERCUSSION SOFTWARE, INC   26
Takeaway:
 Instant publishing, advanced
 workflow, automated SEO, easy
 content contribution—get
 started!

© 2012 PERCUSSION SOFTWARE, INC   27
Is this your Content?




© 2012 PERCUSSION SOFTWARE, INC   28
Step #2: Break Down Silos




© 2012 PERCUSSION SOFTWARE, INC                           29
© 2012 PERCUSSION SOFTWARE, INC   30
© 2012 PERCUSSION SOFTWARE, INC   31
© 2012 PERCUSSION SOFTWARE, INC   32
Takeaway:
 Coordinate your content, cross
 functionally, cross platform.



© 2012 PERCUSSION SOFTWARE, INC   34
We Need More Content




© 2012 PERCUSSION SOFTWARE, INC   35
Step #3: Make Everything Content




© 2012 PERCUSSION SOFTWARE, INC                  36
Perspective Matters




© 2012 PERCUSSION SOFTWARE, INC   37
Really





© 2012 PERCUSSION SOFTWARE, INC   38
Content Is All Around You


Support Calls Blog Posts Public Relations Blog Comments
Online Advertising Social Media Posts Analyst Reports
        Trade Shows               Webinar Series Sponsorships SEO
         Custom Events Communities CSR Market Research
        Segmentation Analysis Print Advertising Slideshare
  Customer Quotes Brand Building Competitive Analysis
    Content Development Speakers Bureau Blog Contests
           Referral Programs Whitepapers       Direct Mail   Surveys


© 2012 PERCUSSION SOFTWARE, INC                                        39
It’s Here:




© 2012 PERCUSSION SOFTWARE, INC   40
It’s In Your Community




© 2012 PERCUSSION SOFTWARE, INC   41
Or Here

And Here





© 2012 PERCUSSION SOFTWARE, INC   43
And My Favorite





 © 2012 PERCUSSION SOFTWARE, INC   44
© 2012 PERCUSSION SOFTWARE, INC   45
Events Are Content




© 2012 PERCUSSION SOFTWARE, INC   46
Online & Off




© 2012 PERCUSSION SOFTWARE, INC   47
At The Event





© 2012 PERCUSSION SOFTWARE, INC   48
At The Front Door





 © 2012 PERCUSSION SOFTWARE, INC   49
During





© 2012 PERCUSSION SOFTWARE, INC   50
At The DJ Stand





© 2012 PERCUSSION SOFTWARE, INC   51
Content Lives On





© 2012 PERCUSSION SOFTWARE, INC   52
Takeaway:
 Content is Everywhere. Find it.
 Use it. Post it. Share it!



© 2012 PERCUSSION SOFTWARE, INC    53
What To Do With All Of That Content





© 2012 PERCUSSION SOFTWARE, INC        54
Step #4: EXTREME Reuse




© 2012 PERCUSSION SOFTWARE, INC                      55
© 2012 PERCUSSION SOFTWARE, INC   56
If It Works Here

Use It Again Here

Take It To The Extreme




1
Theme
              8
             Weeks
                         10
                         Assets
                                   6
                                  Touches
Series Of Blog Posts




© 2012 PERCUSSION SOFTWARE, INC   61
Became A Webinar




© 2012 PERCUSSION SOFTWARE, INC   62
And Then A Whitepaper




© 2012 PERCUSSION SOFTWARE, INC   63
All Posted To Our Site
And To Social
Contributed Articles
And On Slideshare
Why Not Do a Hangout?
Follow-on Resources
Takeaway:
 Reuse Your Content/Themes at
 Least Eight Times!



© 2012 PERCUSSION SOFTWARE, INC   71
Just Four Steps


                              Get your technology out of your way


                              Break down your content and platform silos


                              Content is all around you!


                              Reuse your content at least 8x!
© 2012 PERCUSSION SOFTWARE, INC                                     72
© 2012 PERCUSSION SOFTWARE, INC   73
And Finally: EMBRACE the New
                               Measurement




© 2012 PERCUSSION SOFTWARE, INC                    74
New Content Effectiveness KPIs

   1. Content Delivered
      ‱ Volume, channel penetration

   2. Content Engagement
      ‱ Comments, subscribers, tweets, shares, etc

   3. Content Effectiveness
      ‱ Traffic, click through, conversion

   4. Blog Effectiveness
      ‱ Post views, tweets, shares, subscribers,
        conversions

© 2012 PERCUSSION SOFTWARE, INC                      75
Today's web
looks and
acts nothing
like the web
experience
of 2 years
from now
Any Guesses On What’s Next?




© 2012 PERCUSSION SOFTWARE, INC   77
© 2012 PERCUSSION SOFTWARE, INC   78
Thank You!



                                  http://www.facebook.com/PercussionSoftware




                                  www.linkedin.com/in/aarondun




                                  www.twitter.com/ajdun

© 2012 PERCUSSION SOFTWARE, INC                                            79

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New England Direct Marketing (NEDMA) Presentation: Extreme Content Reuse