This document discusses strategies for using content from a book to build an online platform and brand. It recommends repurposing content from the book in various forms like articles, excerpts, and presentations posted across a blog, social media accounts, and other online properties. Developing a "wheel of content" with the blog at the center and social media as "spokes" can provide a continuous supply of content. Search engine optimization strategies like using long-tail keywords spanning various stages of the buyer's journey can help increase discoverability and traffic.

1. R e c y c l i n g &
R e p u r p o s i n g
G R E AT C O N T E N T
t o B o o s t Yo u r B r a n d
@ G r e e n l e a f B o o k G r
# i d e a s t h r i v e
...and build your platform!

2. C o r r i n F o s t e r
D 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

3. “Who learns most from a good
book is the author.”
– Jose Bergamin,
Spanish writer and playwright

4. 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 content
3. SEO Value
• Powerful because it increases discoverability
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5. CONTENT ENTRY POINTS
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6. 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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7. TRAVEL GUIDE
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8. TRAVEL GUIDE
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MAP
DIAGRAM
GRAPHIC
CHECKLIST
PHOTO
TEXT

9. BUSINESS TITLE
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10. BUSINESS TITLE
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ARTICLE / QUOTES GRAPHIC
QUESTIONS

11. 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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12. PLATFORM ENTRY POINTS
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Copyright © Mark Suster. All rights reserved.

13. PLATFORM ENTRY POINTS
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TWEETS LONG FORM
PODCAST
BLOGWEBSITE
VIDEOCopyright © Mark Suster. All rights reserved.

14. 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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15. WHEEL OF CONTENT
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16. 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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17. 1 BOOK = 1 YEAR OF CONTENT
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18. RECYCLE
.........................................................................................
1. Editorial Calendar
2. Promote
3. Update
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19. REPURPOSE
.........................................................................................
1. Excerpts
2. Articles
3. Presentations
4. Webinars
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20. REFORMAT
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QUOTES, ARTICLES, STATISTICS
CHECKLISTS, BEHIND THE SCENES
GRAPHICS, PHOTOGRAPHS, MAPS
CASE STUDIES, ANECDOTES
QUESTIONS, TAKEAWAYS
INTERVIEWS WITH EXPERTS

21. OUT OF IDEAS?
.........................................................................................
1. Newsjacking
2. Response Pieces
3. 101 Level SEO
4. Content Scraping
5. Most Shared
6. Search Topics
7. Eavesdrop
8. Email
9. Reviews
10. Guides & Tutorials
11. Infographics
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

22. 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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23. SEARCH ENGINE
OPTIMIZATION
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24. 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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25. Q: WHAT IS A KEYWORD?
A: AN INFORMATIVE WORD OR
PHRASE USED TO INDICATE THE
CONTENT OF A WEB PAGE
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26. 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 WORDS
USED WHEN SEARCHING FOR SOMETHNG SPECIFIC

27. 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

28. 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

29. TOOLS FOR RESEARCH?
• Google Adwords Keyword Planner
• Google Trends
• Yoast WordPress Plugin
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

30. 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.
@ G r e e n l e a f B o o k G r # i d e a s t h r i v e

31. 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...

32. THANK YOU!
Q&A
F o r m o r e d e 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 m e n t s e r v i c e s ,
c o n t a c t m m a s u m i y a @ g r e e n l e a f b o o k g r o u p . c o m

33. IDEAS THRIVE

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