Megacon, transform! Content repurposing made easy

Content marketing isn't as complicated as it may sound. Content is everywhere! You just need to redefine and repurpose it. And once you've transformed your old content into new mega-content marketing materials you'll have all-new channels to drive website traffic, build brand awareness, and generate sales or leads.

Here are ten tips to make content marketing easy through content repurposing:

Tip #1: Stop saving thousands of .docs, .pages or .txt files and start writing everything as a draft on your blog. Once it's got a working title, keyword tags, and general outline of content it's easy to edit and publish!

Tip #2: Stop writing meeting notes and brainstorming sessions on paper and type it up on your laptop or iPad instead. Now that it's digital, you can easily copy and paste it to your website, social networks, sell sheets, press releases, emails, presentations, newsletters, etc.

Tip #3: Repurpose emails you've written or received that contain interesting data or insightful information. Even a personal one-to-one email can be transformed into an interesting blog post.

Tip #4: Don't just comment on articles you read. Respond on your blog or social networks. Repurposing other people's content with your own unique opinions can be some of the most interesting pieces of content.

Tip #5: Any PowerPoint or Keynote presentation deck you create should be posted on SlideShare, YouTube, and SlideRocket. Then embed the slide deck on your blog or website. The visual content in presentations is often more appealing and more easily skimmable than paragraphs of text.

Tip #6: If you haven't already repurposed your data and/or survey responses into an infographic do so! But infographic images are so 2010. Now you should repurpose the images in your infographic to create an infographic video.

Tip #7: Press releases are still a useful medium to reach journalists and get "picked up" by "official" media channels, but today, you don't need them! Repurpose your press release as a blog post on your own website and then push it out through your social networks

Tip #8: Every presentation, Webex, GoToMeeting or live demo should be recorded and posted on YouTube or Vimeo and then posted on your blog with intro copy and a call-to-action conclusion. Only appropriate for current clients? Make it an "unlisted" video, embed it on a landing page, and only give it to your account managers.

Tip #9: Create an eBook by combining your blog posts into a thought leadership guide, report, or white paper. If you own a Mac, you can even use Apple's iBooks Author to create and publish it yourself. Then record someone reading your eBook to create a podcast or audiobook.

Tip #10: Repurpose old evergreen content by repromoting it on social networks. Just because you created and posted it last year doesn't mean it's not still relevant or interesting to readers who may have never seen it a year ago.


Looking for more tips on repurposing your content? Here are ten other content marketing posts worth reading:

• Content Repurposing Is the New Way of the World
• Content Marketing: 7 tips for content repurposing
• Content Marketing Repurposing Strategy
• 5 Quick & Easy Tools for Content Repurposing
• Repurpose, Reuse and Recycle Your Marketing Content
• 11 Ways to Repurpose Your Content for Inbound Marketing
• 8 Steps to Repurposing and Promoting Marketing Content
• 17 Ways to Repurpose Your Content Marketing Without Being Spammy
• 9 Ways to Repurpose Content
• Repurposing Content to Extend Your Content Marketing Impact

Do you have other mega-content marketing ideas? Leave them in the comments below:

SEM, SMA, CPC, and the holy grail of marketing acronyms: ROI

So many acronyms. But only one matters: ROI.

And when calculating your return on investment (ROI) on search engine marketing (SEM) or social media advertising (SMA) spends, the only acronym that can prove ROI is CPC (cost per click).

How? 

CPC is directly correlated to ROI.

Let me explain.

Over the past year I've been advertising on all the major platforms, and here are the results:

• AdWords: $0.54 CPC
• Facebook: $0.08 CPC
• LinkedIn: $2.00 CPC
• Twitter: $0.21 CPC
• YouTube: $0.41 CPC

What does all that mean?

For my dollar, Facebook is hands down the cheapest advertising platform at just 8 cents per click. But just because LinkedIn costs me 2 dollars for every click doesn't mean it's wasted money. In fact, the advertising platform with the highest average CPC is likely your best spent cents. 

Why?

As long as you've fine tuned your ad copy through A/B testing and honed in on your target audience with the right keywords (and any other targeting criteria available), the platform with the highest CPC is also the network with the largest, most-active population of people you're trying to reach. It's also the network where your competitors are advertising. That's why it costs so much to engage with them.

But every industry will have different results. So which platforms are you advertising on? And which has the highest ROI?

Move beyond old-fashioned job postings

The job board is slowly becoming an obsolete tool for recruiters. As the job market turns around and social networking continues to grow, active job-board-seekers will near extinction. However, with some creativity and innovation the job posting can still be an extremely useful part of the sourcing process. You just need to repurpose the job description and start proactively seeking candidates yourself.

Each field of information in a job posting can be used as search criteria in any database or social network to refine the pool of candidates and find the perfect match. Use an advanced search tool to hone in on candidates with experience in your industry and preferences that match your job opening's location and function. Looking for a candidate with specific certifications or degrees? Make sure to include it in your boolean search strings. The more information you include in your search the better the quality of hire.

These simple innovative techniques can help recruiters move beyond old-fashioned job postings -- making the job board the first step in a more proactive and effective sourcing process.

These aren't the Androids you're looking for

The Android versus iPhone debate will never die. But Androids do.

The one thing I've always loved about my Apple products is that I never have an issue with them "not working" or dying. Before I bought my first Mac, I had two HP laptops and a Sony Vaio. Between those 3 computers I had 2 failed hard drives, 2 failed screens, and a handful of other Windows-related software issues over a 5-year span. I have had my MacBook Pro for 5 years now and have yet to have a single issue with the hardware or software.

Beyond computers, I also love every Apple mobile device I've ever owned. Okay, so maybe I'm a fanboy. But I wasn't always! I grew up on PCs running Windows. I actually liked Clippy.  And I'll never forget how cool I felt when I first found the Microsoft Bear easter egg in Windows 3.1. I even had a Treo 700w, a handful of flip-phones, and a handful of problems before I bought my first iPhone. But to this day, I still have every single iPhone I ever owned -- an iPhone 3G, iPhone 3GS, iPhone 4, iPhone 4S, and now an iPhone 5 -- and every single one still works perfectly.

But don't just take my word for it, recently, in a study by FixYa, the iPhone was rated as the most reliable smartphone on the market -- 3x more reliable than Samsung smartphones and 25x more reliable than Motorola phones. So if you're looking for a mobile device that doesn't die? These aren't the Androids you're looking for.

You are what you bookmark

I'm no psychologist.  Nor a philosopher.  But I don't think you have to be to see that the websites you have bookmarked in your favorite web browser speak volumes about who you are as a person.

And whether you sync your bookmarks (using iCloud, Chrome, or some other extension) or you have two separate set of bookmarks (one for work and one at home) says something about you too.

Take my bookmark bar (see above) for example:

• Synced across all devices = geek
• Abbreviated to save space = perfectionist
• In Google Chrome, the fastest browser = busy
• Different folders for different jobs/companies = multitasker
• Facebook, Twitter, Google+, Pinterest, and LinkedIn = social
• Different folders for different Facebook and Twitter links = very social
• Blog = blogger
• iCloud = Apple fanboy
• Gizmodo = technophile
• Digg = been online since "web 2.0" was a term people used
• Fantasy Football = sports fan
• Amazon = online shop-a-holic who likes receiving things in the mail
• Nike+ = fit / brand loyal

That literally sums me up. Perfectly.

But now I'm curious. What do you have bookmarked? And what does it say about you?

Surviving the social game: Survivor vs Big Brother

Big Brother and Survivor are two of the most popular reality TV shows of all time. But besides some obvious differences -- one takes place inside a locked home for $500,000 and the other in the great outdoors for $1,000,000 -- the two shows are very similar.

A group of complete strangers come together to compete for money and vote each other off the show. In order to win that money, you must be the last man (or woman) standing at the end of the show. To get to the end of the show, you must not only win competitions, but also be socially accepted.

The way to win the social game is the one key difference between Survivor and Big Brother.

On Big Brother, you have to be strategic. You can't just lay low and cruise to the "small table" (the "small table" is brought into the kitchen to replace the "big table" once the house is down to 8 housemates). On Big Brother, you have to either be a leader, or align yourself with a leader. Then stick with your alliance until you have to make a move. Sometimes, the winner of Big Brother is the loudest, most-outgoing, socially-unaccepted person in the house, but they make moves. On Big Brother, making strategic moves gives you the power to survive.

On Survivor, you can be too strategic. If you make too many moves, you won't survive. On Survivor, you just have to keep calm and lay low. Sometimes -- if you're not too opinionated or too outgoing -- you can lose every single challenge, and just by laying low you'll make it to "the merge" ("the merge" is when the previously separate and competing teams come together and the show becomes every man and woman for himself or herself).

It always amazes me that contestants on Survivor can't keep calm long enough to make it to "the merge." It's the only thing you need to do to survive longer than half of your competitors. Sometimes people on Survivor make it to the merge before I even learn their name!

Maybe I am just speaking for myself -- a level-headed long-fuse? And granted the producers do cast the most overly-dramatic short-fused personalities they can find. But it's for one million dollars! C'mon!

Then again, I do get pretty cranky when I haven't eaten.

iWatch: Apple's long-overdue innovative invention

Apple is due for a major product innovation. And though many people think it will be a new TV (the iTV), I believe it could be a new wristwatch (the iWatch or iBand).

Update: The New York Times reported on February 10, 2013 that Apple is indeed working on a wristwatch (as predicted in this blog post in late-January).

In the 2000s, Apple was inventing new stuff every year. But over the past few years -- and especially since the passing of Steve Jobs -- the company's assembly line of innovative new products has stalled. Even the software has lacked innovation (which led to the departure of Apple's Senior Vice President of iOS Software, Scott Forstall, in late 2012).

This lack of innovation has allowed for the competition to catch-up, and in some cases, surpass the once unimaginably imaginative company. Companies like Microsoft have developed an all-new product category with the Surface Pro. And Google has actually made a phone worthy of trading your iPhone in for -- the Nexus 4. In fact, for the first time, Apple's iPhone was ranked worst among the top smartphones by ConsumerReports. But why?

There's a saying -- "if it ain't broke don't fix it" -- but those words aren't uttered by innovators. Innovators are always fixing. tweaking, updating, improving, and creating. Apple has barely accomplished 2 of those 5 over the past few years. The iPhone changed the world forever. The AppStore changed software forever. Music was revolutionized by the iPod and iTunes. And the iPad was truly groundbreaking. But the iPad 1 was announced on January 27, 2010. It's been 3 years to this day. So what's next? I'm hoping it's the iWatch. Are you?

Ten tips for better online résumés

The resume in printed paper and PDF form is dying. But the content itself has never been more alive. Now, each and every piece of information you formerly tried to cram into a 1- or 2-page document can be displayed beautifully via highly-customizable webpages and social network profiles.

But today, despite innovative new digital strategies, the content of these online résumés remains the most meaningful part. No matter how impressive your professionally designed templates look, your experiences and skills won't be overlooked.

To paint the perfect picture of who you are, what you've done, and where you're going -- you need to follow these ten tips:

1. Focus on accomplishments, not duties
2. Create a short summary with the highlights of your career
3. Follow the inverted pyramid metaphor and put the most important information at the top
4. Make sure to include any honors or awards you've earned
5. Add a few unique personal interests as memorable differentiators
6. Describe your work ethic and time management process
7. Choose fonts wisely -- it's like bad writing
8. View it on a mobile device and in multiple browsers
9. Include social network links -- it's just as important as email and phone numbers
10. Double-check for typos and misspellings

Miss anything? Leave your ideas in the comments below and/or connect with me on LinkedIn:

The Force is strong with this Trekkie

JJ Abrams to direct Star Wars Episode 7

J.J. Abrams, the man behind the current reboot of Star Trek, will also be directing Star Wars Episode VII. The film, to hit theaters in 2015, is the first in the series since 2005, and the first episode not directed by the creator of the galaxy far far away, George Lucas.

In October of 2012, Lucas sold the Star Wars franchise (and all of Lucasfilm, which also includes the Indiana Jones franchise) to The Walt Disney Company for $4,050,000,000. Disney immediately announced its plan to revive the series and the speculation officially began.

Abrams emerges from a list of A-list directors considered for the role, including Steven Spielberg, Guillermo Del Toro, Matthew Vaughn, Brad Bird and many more. Michael Arndt (Toy Story 3 and Little Miss Sunshine) will be the film's screenwriter (a questionable choice at first but understandable after hearing him explain this thoughtful writing process.)

Abrams, however, is a good choice. A great choice even. He knows the sci-fi genre and has directed multiple blockbuster films. But this will also surely anger some die-hard fans. Especially those who've repeatedly contested that Star Wars is better than Star Trek. But to those fanboys I say, who's a better choice? Honestly.

The exclusive story broke on Hollywood news blog theWrap.com, but has also now been reported by multiple sources inluding The New York Times, E! Online, PolicyMic, ScreenCrave, Examiner.com, Film School Rejects, my hometown paper The Canton Repository, and more.

FourSquared: gamifying the check-out

What if customers could only check-in on Foursquare (or Facebook) after they check-out and pay for products? How could businesses benefit from this more restricted social network interaction? And what would customers stand to gain from this major overhaul of these social networks?

The idea behind check-in apps and social networks is gamification. Gamification is the use of game mechanics in non-game contexts in order to engage users. On Foursquare, your earn points with each check-in and as you earn points you move up the leaderboard. But there are many other reasons to "check-in":

• To brag about your whereabouts
• To share tips on what to eat, buy, or do
• To find friends nearby
• To find deals
• And to win a mayorship, badge, or some other recognition 

The latter -- the friendly competition -- is at the core of gamification. And this gamified experience is still a  major draw to Foursquare over Facebook's check-in features. But this competitive spirit can be quickly spoiled by the employees of a store or restaurant. It's because of this that employees should not be allowed to check-in at their stores & restaurants. This social network interaction should be reserved for customers. Otherwise, there's no point.

Mayorships and gamification can be a powerful promotional force leading to more customers and higher sales. But not if you allow your employees to check-in, because a customer will never be able steal that mayorship from an employee. They're simply not on-location as much.

Now, what if customers could only check-in at checkout? What if Foursquare partnered with Square to become FourSquared? Or Facebook furthered its partnership with Apple to realize an NFC iPhone's full potential? Now you not only have to be in the store but you have to buy something to be able to check-in! Imagine all the benefits for customers and businesses.

Here are 7 advantages of gamifying the check-out processes with check-in apps:

• Improved customer loyalty programs with 1-click signups and no need for physical cards
• A value-add for customers to visit brick-and-mortar stores instead of shopping online
• Social network integration delivering peer reviews to customers based off product ownership
• Social network integration delivering more fans/followers of business pages
• One-click, self-checkout payment options for customers without employee interaction or checkout lines
• Paperless receipt systems tied to email and in-app inboxes
• And more targeted marketing for businesses based on customer purchases AND interests

An innovative partnership like this could revolutionize the brick-and-mortar shopping experience. But could it save it from an inevitable death-by-dot-com?