Wednesday, March 27, 2013

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:
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).


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


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?

Saturday, March 2, 2013

[INFOGRAPHIC] Recruiting has always been social

Recruiting has always been social -- technology just changed how we define "social".

From the beginning, recruiting was always about the handshake. You met someone, got their resume, and shook their hand. Some time later, you introduced that person to another person, they shook hands, and the job was done.

Today, those handshakes still occur, just on a digital level. Instead of shaking hands in-person you connect on LinkedIn, follow on Twitter, circle on Google+, and like on Facebook.

Below is an infographic from JobVite on the social history of recruiting technology. The timeline clearly shows how technological innovations have created a new era of recruiting -- that's oddly similar to where it all began.