How to Create, Repurpose and Distribute Content

STUDIO 5 INNOVATION THE DIGITAL AGENCY
STUDIO5INNOVATION.COM #HIGHLYCAFFEINATED DIGITAL STRATEGIES
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How to Create, Repurpose, and Distribute Content

Traditional Marketing was
Broadcast Marketing!

Limitations:
• No or little segmentation
• No or little personalization
• No two-way communication
• Limited performance tracking
Broadcast Marketing Worked. (Sort of)
YOU BROADCASTYOUR MESSAGE
AND THEN
YOU WAITED

Broadcast marketing messages went directly from HERE
To HERE!

There has to be a better way to reach your audience!
And There Is!

Digital or Content
Marketing!

Digital marketing is an umbrella term for the targeted, measurable,
and interactive marketing of products or services using digital
technologies to reach and convert leads into customers.The key
objective is to promote brands, build preference and increase sales
through various digital marketing techniques.
What Is Digital Marketing?
According to Wikipedia:

SURPRISE!
Digital Marketing Works Different!

Digital Marketing requires a Digital Presence
• Strong Brand
• Responsive Website
• Regular Blog
• Active Social Media Presence

Key Differences Between Traditional and Digital Marketing
Traditional Marketing Digital Marketing
Uniform, Structured, Clear Type of Marketing Dissected, Spread, Unclear
Unidirectional (One to Many) Direction of Communication Multidirectional (Many to Many)
Long-Ranging Scheduling Spontaneous
Well Considered and Reviewed Communication With Consumer Fast, Public
During Working Hours Availability Permanent (24/7)
Specific Scope General
Analog Wealth of Experience Alternating, Innovative
Consumer Protection Supervision Users, Platforms
Formal, Legally Safe Language Genuine, Direct
Marketing Department People Involved New Media Marketing Department

And this is where most
businesses do one of the
following:
1. Give Up!
2. Do It Wrong!

The Steps to Content
Marketing Success
There is a Better Way!

Key Steps to Successful Content Marketing:
1. Content Strategy
2. Content Creation
3. Content Repurposing
4. Content Distribution

Content
Step 1:

Key Questions to Ask Yourself:
1. Who is your audience?
2. What do they want to hear?
3. When do they want to hear it?
4. Where do they want to consume it?
5. How do they want to receive the information?

Content Audit
Content Migration
Governance
Content Development
Communications Plans + Strategies
Editorial Strategy
Editorial Calendar
Content Curation
SEO Strategy
Content Tagging
Measurement + Analytics
Other Content Strategy Considerations

Step 2:
Content
Creation
the fun part!

Humans love a good story ...
... and there are reasons why

The Purpose of Content ...
... and where it goes

Be Yourself!
Be Informative!
Be Entertaining!
Be Practical!
Be Visual!
Be Interactive!
Be Timely!
Tips for Creating Effective Content

A Content Creation Checklist:
Headline – Attention
• Is my headline clear, precise, and interesting
enough?
• Is my headline evoking any emotions?
• Does my headline contain keywords or phrases that
someone would type in search engines like Google
and is less than 70 characters long?
• Does my headline use an H1 header tag?
Introduction – Interest
• Does it provide a good overview about what the
post is all about?
• Is it short enough (one to two paragraphs) and is it
triggering people’s desire to read through the entire
post?
Body – Desire
• Are my paragraphs short enough (usually 5-7 lines
long)?
• Am I using subheadings with the correct header
tags? (Usually H2, H3, and H4 are more than enough)
• Am I engaging the reader by using a more personal
writing style?
• Do I format my post correctly using bullets, lists, ital-
ics, bold, quotes, etc.?
• Do I enhance my content by including media such as
images, infographics, video, audio, etc.?
• Is my content concise and to the point without fluff
or fancy and boring expressions?
• Am I appealing to emotions such as anger, humor, or
curiosity?
• Do I link to other authoritative websites?
• Do I increase my credibility by mentioning other
people’s quotes and opinions?
Conclusion – Action
• Do I summarize my post in one or two short para-
graphs?
• Do I end my post with a question?
• Is my conclusion enticing enough to encourage peo-
ple reading my post?

OH, AND ONE MORE THING!
One you start creating content you have to
keep doing it. This is why they call it the
Content Marketing Marathon.
... if only there was a way to save some time ...

Step 3:
Content Repurposing

Content Repurposing ...
...Starts with a BIG idea!
How do You make things better for your customers?
What Need do you Serve?
What Pain do You Relieve?
What Problem do You Solve?
What Problems Exist in Your Industry?
What Issues do Your Customers Face?
What Solutions do You Provide?

...Takes Many Different Forms!
BLOG POST
This is an in-depth SEO keyword optimized exploration of your fabulous idea.
Check out this post on the essential ingredients of an effective blog post for
more ideas on how to repurpose content into a blog post.
EBOOK
This is an even more in-depth look at your fabulous idea. Depending on how
much content you have you can even repurpose content into individual
chapters.

GUIDE
This is a shorter version than an eBook, but a more detailed exploration of
your topic than most blog posts.
PODCAST
Another way to repurpose content is as an audio discussion of your core idea
and topic.
NEWSLETTER
Repurpose content by summarizing your core topic or idea and then drive
users to read or learn more.

SLIDESHARE
You can repurpose content as presentation slides that break your topic into
main and sub categories.
VIDEO
Repurpose content by compiling key points into easy to view video
presentations. Depending on your content videos can range from simple
how-to guides to complex narratives showing how your core idea benefits
consumers.

WEBINAR
You can repurpose content by presenting key points as part of an interactive
online experience. If you have enough content you can have a series of
regular webinars.
INFOGRAPHICS
Repurpose content by showing key data and concepts as easy to understand
visual representations.

SOCIAL MEDIA
Don’t forget to repurpose content by sharing it on your social channels. From
simple tweets to memes and infographics to links to external content such as
videos and blog posts.

Step 4:
Content Distribution

Content Distribution ...
...Telling Others about Your Great Content!
WHY?
Well, technically the only folks who know about your content are you, and
any website visitors who happen to come across it.
Rather than just relying on search engines to send visitors your way you
will want to pump up your organic volume and plan for some targeted
promotion.

... in 12 Easy Steps!
1. KEYWORD OPTIMIZE YOUR POST
Scan through your content and pick out the main topics. Plug those terms
into Google AdWords FREE keyword selection tool and identify the most
popular search terms. Use those to beef up your content, titles, and meta
tags.
2. SYNDICATE YOUR CONTENT
Use your RSS feed to automatically add your content to many different
places, including many social networking sites.

3. SHORTEN YOUR POST’S URL
This used to be mainly for Twitter. But with many URL shortening services like
Bit.ly and Ow.ly adding analytics posting your short URL on social sites is a
smart strategy.
4. TAILOR YOUR STATUS UPDATES
Tailoring your status or headline for each of your social channels can make
a big difference. You may need to send multiple updates on different dates
and times, but it will be worth it.

5. POST TEASERS ON OTHER SITES
Most networking and forum sites let you promote relevant content. A great
strategy is to write a compelling headline or question as your forum title,
then include some thoughtful commentary, followed by your URL
6. BOOKMARK YOUR CONTENT
While not as effective as it used to be, posting your content on popular social
bookmarking sites like Reddit, Digg, Delicious and StumbleUpon can still be
a great source of traffic. Make sure you become part of the community and
give more than you receive.

7. COMMENT ON OTHER BLOGS
Providing helpful, valuable comments on other, related blogs is a great
traffic generator, as well as develop relationships, build a following, and add
backlinks.
8. SEEK AND ASSIST ON TWITTER
Providing genuine assistance is one of the best ways to build a loyal Twitter
following. Search for your blog topic and share your post with people looking
for guidance.

9. ADD TO EMAIL SIGNATURE
Adding your blog post title to your email signature is a powerful little trick.
Apps like Wisestamp for Gmail and Chrome will even insert it automatically.
Nice!
10. SHARE YOUR POST WITH TARGET CUSTOMERS
You just created a post with a topic that at least some of your customers
will find valuable. What are you waiting for? Send them an email with a
shortened link.

11. ADD YOUR BLOG POSTS TO YOUR NEWSLETTER
If you have an e-newsletter you should incorporate your blog content.
Include a few different blog headlines or teasers, and see which one gets the
most clicks.
12. ASK OTHER BLOGGERS TO MENTION YOUR POST
Building relationships with other bloggers in your industry and asking them
to blog about or link to your post is a highly effective way to expand your
reach.

Content Marketing ...
... a few Last Tips!
Check and cite your sources
Don’t plagiarize or scrape content
Give credit where credit is due
Don’t spam your readers
Respond to all comments, good or bad
Be helpful, not boastful
Be respectful of others and their opinions
Don’t fear failure, learn from it
Be yourself
Have fun

Content Marketing ...
... Additional Resources!
What is content marketing? http://studio5innovation.com/considerations-content-strategy-development/
Benefits of B2B marketing - http://studio5innovation.com/b2b-business-blogging-tips-benefits/
Tips for content creation – http://studio5innovation.com/tips-for-creating-engaging-content-that-gets-shared/
Divisible content – http://studio5innovation.com/strategy-for-divisible-content-creation/
Content marketing checklist – http://studio5innovation.com/content-marketing-checklist-for-blogs/
Trends – http://studio5innovation.com/content-marketing-trends-businesses-need-watch/
Tips – http://studio5innovation.com/small-business-content-marketing-tips/

How to Create, Repurpose and Distribute Content

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