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CreatingA original content on an ongoing basisA can be a challenge, so most marketers practice the fine art of content repurposing. For example, you could take a long eBook and turn it into 4 blog posts, leverage for a newsletter and excerpt it in an article submitted to an industry publication. Most of the repurposing of content that marketers are practicing is about deconstructing content into smaller pieces.
With a modular approach to content marketing planning, you can identify key themes and other elements within a template. It’s not so different from creating a baseline content object that will be localized and personalized for different target audiences in different regions.
With normal content repurposing,A you go from a collection of ideas in a larger content object and then break that collection down into smaller ideas, remix and reimagine them to create other smaller content objects. With the right planning, you could take micro-content like statistics, quotes, tips and examples used as individual social network shares, then compile them according to themes, like industry, into a larger content object: blog post, report, eBook or presentation. I think the easiest thing to do would be to collect 25A or so statistics on a topic of interest to your target audience and then schedule social shares of those stats over time. I have no doubt that the idea of creating a template and working with modular content and scheduled social messages is breaking somebody’s rules.
How are you repurposing content for marketing?A Have you tried reversing the process and building up a larger content piece from individual data points that were already published? Creating a Content Galaxy: How to Save Time and Improve Quality with Repurposing from Amy Higgins #CMWorld5 Steps to Personalize Repurposed Content for Your Target AudienceFalling Behind on Content?
Strengthening your offering, as the publisher that brands are having to become, is not the only aspect of this brave new world. In an article today that AOL’s CEO Tim Armstrong backs up this fact with his observation on how their bet on content strategy would save AOL, and it appears to be working. A video-based creative content marketing strategy might not be accessible to all but ThinkSearch would certainly suggest starting with blog auditing.
Content can be king again, but not until it receives the contextual associations it needs to keep on receiving, both from citations (internal and external) but also from association with an author.
In a previous post and accompanying white paper, we explored the real-time imperative – why brands are racing to create timely, visual content that matches their audience’s interests with breaking news and conversation trends, at the peak of the discussion. Successful, real-time content needs to be more than timely; it also must be relevant to the brand and resonate with your audience.
For the last 12 months, Edelman has been developing real-time branded content for many of our clients, including Captain Morgan, Volkswagen and Adobe.
The shift to new forms of social content isn’t just about generating more likes on Facebook, views on YouTube, or additional retweets.
The success of this new type of content development has validated our approach to real-time marketing and brand storytelling, shaping the development of models, imperatives and best practices for each. Edelman built its Creative Newsroom to help brands transform a trending conversation into a brand-relevant visual that resonates with your audience in hours instead of days. It works because it deeply integrates the four critical disciplines of community management, creative, analytics and paid media together to provide real-time data, audience insights, design excellence and immediate amplification. It’s relatively easy to jump into real-time marketing: a lot of people are trying to do it. Define the social persona – Clearly articulate the brand’s traits into a social persona, including, brand personality traits, as well as filters for tone, linguistics, attitude, enthusiasm, humor and cadence.
Determine audience affinities – Explore the interests and affinities of the current and target social audience to craft an editorial approach that inspires engagement. Develop content themes – Identify relevant content themes to establish a critical filter for evaluating whether news, events, trends or memes are relevant for a brand and its audience.
Determine topics to avoid – It’s equally important to identify the topics that should never be used for Creative Newsroom content, or that should be handled with extreme care.
Set performance goals – Establishing performance benchmarks will enable the brand to compare the performance of real-time posts with planned content. Once enrolled in the creative newsroom, we provide three real-time content program options that are tailored to the needs of different brands. Trendspotter programs are designed to help brands become more interesting and relevant in the newsfeed.
For Captain Morgan, our approach to real-time marketing has given the Captain a new role: the cheeky commentator on all things pop culture. For example, when Harry’s Vegas adventures made it into the news, the Captain was sure to tell the Queen Mum that Harry wasn’t drinking with him. For Adobe, we’ve created a unique social personality by building a dedicated creative team that develops consistent planned and real-time content. As a result of posts like these, Adobe pages have grown significantly and engendered brand loyalty in the process.
Volkswagen spots trending stories that align with its playful personality, particularly focused on its hero brands, such as the VW Beetle. When the final flight of the Space Shuttle Endeavour became the most popular trend on Twitter throughout the US, the VW social team asked themselves, were our fans thinking about this, too? The iconic image of the Beetle has also been used to tell a Valentine’s Day story and to celebrate heritage and family on Father’s Day. In order to be successful, a creative newsroom program must combine a deep understanding of your brand and community, along with the ability to create, measure and amplify content quickly and efficiently.
Edelman is uniquely positioned to help because we have the knowledge, skills, people and experience to bring these disciplines together at the speed of social. For more information about Edelman’s perspective on real-time marketing, check out our white paper, The Creative Newsroom: Real-time Marketing is Driving the Long-Term Brand Narrative.
Strong and sophisticated content marketing strategies tailored to the client, campaign goals and target audience are produced. Our unique, intelligent and engaging content is always optimised for search engines and written in a form suitable for the intended reader.


An integrated strategy is implemented to promote the pieces of content online so that they can reach the widest possible audience. A strong and sophisticated content marketing campaign from the talented creative content team at theEword can help to build up your digital brand and provide real value to your client base. Comprehensive research is always completed prior to any content production, so that the team can understand what a client’s target audience read and want to know about.
The team make sure that every element of content marketing campaigns is as relevant, engaging and effective as possible, allowing the clients we work with to build a strong digital presence and reach a higher level of success online.
The increasing popularity of the visual web as evidenced by the growth of sites like Pinterest and Instagram along with the recent updates to the Facebook News Feed and Google+ cover images has raised the bar on creative content marketing. Not long ago, it was progressive just to create blog posts and a few social shares every day.
Sure, you can learn all the content marketing tactics and visual content techniques there are, but sometimes there are fundamental perspective changes that can make a world of difference in terms of how to approach the increasing demand for higher quality content over time.
What good is an infographic, eBook or video investment unless you maximize reach and engagement? Understanding how the target audience discovers, consumes and acts on content is a big move in the right direction for creating meaningful visual content over time.
Customer empathy will reveal a never ending source of rich stories about how the brand solutions solve problems for consumers and how those solutions will help consumers achieve their goals.
The litany of content and now creative content marketing advice being published is finally starting to take customer insight and customer targeting into account. Think about this marketing challenge: How do you keep a product that never changes relevant and interesting for 125 years?
But it gets even MORE difficult — You have to keep this product in the hearts and minds of people across every culture and country in the world. Of course I’m talking about Coca-Cola, a company I admire very much because of it marketing excellence. In this remarkable and entertaining video, Coca-Cola reveals its strategic plans to light up the world of content marketing and storytelling to enable profitability, connection, and positive world change. Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at Coca-Cola Company explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Wonderfully creative, and inspirational… Thank you Mark for raising the bar by sharing this video!
Or you could take a speech heavy video and transcribe the text into a blog post, using screen shots for the images. A modular approach helps make this a smooth process – square pegs into square holes, so to speak. Working with pre-defined key concepts as building blocks (mapped to your content plan and customer segments) ensures you’re covering what needs to be covered and it makes repurposing and personalization that much easier. Publishing micro-content over time is like planting a seed amongst your community that this is information relevant to how you want to be known.A Establishing attention and credibility through that content is prep for the larger content objects to be published. A Curation of micro-content is easy, provides useful information to your target audience and can fit within a social content workflow designed to roll up to a larger content project. Micro-content to big content is SEO friendly – Taking variations on a theme and compiling them into a larger content object is basically like optimizing that content for search visibility. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. We respect your privacy.PhoneThis field is for validation purposes and should be left unchanged.
A good SEO strategy will involve research and auditing to determine the needs of those users that may be more willing to link to you and share your content, but this content, just with any content you publish on your website needs to be seen as part of your network and curated as such.
In the future the more well published you are the more visibility your content will receive over your peers and competitors. In order to be truly beneficial, a brand must align short-term, fleeting interest with the long-term brand narrative.
This ensures that the content isn’t just anybody’s story, it’s your story, and helps advance the overall narrative of your brand.
It’s about ensuring the long-term health of the brand by deepening engagement with fans across multiple points of interest. We have formalized our approach to real-time marketing in the form of the creative newsroom. Together, Edelman and our client brand teams have been creating a mix of ongoing, real-time and planned creative content that is strategically amplified by paid media.
Each layer of integration increases the efficiency of the creative newsroom process, ensuring that real-time marketing can be executed efficiently and effectively. In this creative newsroom model, the team actively monitors the online conversation for stories and trends that have reached a tipping point and are relevant to the brand’s audience.
The Campaign approach helps ensure that conversation about launches, milestones and brand activations don’t end with your announcement. It is designed to ensure that a brand isn’t just catching trends, but defining them.  While the conversation changes every day, the Daily Desk helps companies spot and jump on new stories, trends and ideas quickly and strategically. For example, Captain Morgan, Adobe and Volkswagen have each seen significant increases in engagement and advocacy by integrating real-time content into their editorial strategies. When news leaked that Kanye and Kim were having a baby, the Captain just happened to overhear Kanye singing “Baby, Baby, Baby.” And as Gangnam style went global, the Captain reminded fans that Pirate Style would never go out of style. The team used Photoshop’s healing brush tool to repair the relationship of Robert Pattinson and Kristen Stewart.
The Photoshop Facebook page was ranked #10 on LoudDoor’s recent Brand Satisfaction dashboard. From the original Butterball Turkey Line to introduction of the Xbox to the living room and Starbucks in the home, we’ve crafted the stories that connect consumers with iconic brands in a new way. As the largest PR firm in the world, Edelman’s heritage is built on a real-time news cadence.


We have translated brand promises into social personas and digital campaigns for some of the biggest brands in the world, including Volkswagen, Axe, Dove, Samsung Mobile, Microsoft and Shell.
We manage more than 1,000 social communities with more than 100 million fans, creating content, engaging fans, answering questions and measuring success every day. Built explicitly for the purpose of optimizing and promoting content in real time, our paid teams are deeply integrated with our community managers and analysts  so that we can monitor, measure and activate in real time. As content has started to be recognised as an incredibly effective resource for digital marketing, more and more businesses are looking to strengthen the volume of work that sits on their site. With no one-size-fits-all approach to content marketing, we make sure that the service provided to clients is tailored to their goals and business requirements.
Following its production, promotion and outreach is also carried out to ensure the content is seen by the widest audience. Now so many brands have adopted a publisher model for content marketing that the web is flush with content marketing tactics. Buying ads to drive traffic is great for companies with massive advertising budgets, but that’s not most companies. Every company has a story to tell, whether it’s the latest sexy tech or something most people consider boring. The combination of customer targeting and creative content innovation is what will make some companies stand out amongst the sheer volume of new content being created by brands. This product is becoming LESS relevant because it is relatively generic, flooded with competitors and a target of health and environmental activist groups.
You could also modify content for different target audiences, which is a form of repurposing that is more about personalization than just getting extra mileage out of your content. That’s 75A social shares over whateverA period of time you decide that serve as a layer of your social curation. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing. Whilst marketers realise the importance of content they completely misunderstand the principles of curation. How often do you review what you’ve written over the months and years and refer back to it via citation? In fact, increased emphasis on real-time makes it all the more important for brands to understand and articulate their brand story.
But just as important as this boost in short-term engagement was, each was designed to advance important content themes for the brand. Whether looking forward to the next product or the next story, customers who actively seek out a brand become its most loyal advocates long-term. But it’s hard to get it right – developing timely content that is relevant to your fans and adds value to the brand. We pick the best and create original, real-time content to keep your community engaged with 5-10 real-time posts per month. The Newsroom Campaign extends the conversation about you by demonstrating relevance to the trends and topics that people are already talking about.
Each morning, the newsroom team meets to match real-time opportunities with audience affinities to engage and excite fans in ways that further the long-term brand narrative. A simple Valentine’s wish “PS I love you” featuring Photoshop’s initials generated so much brand love, that we boosted it with a target sponsored campaign on Facebook, resulting in 29,000 likes and 3,400 shares. LoudDoor surveyed fans of thousands of the biggest brands on Facebook to reveal their most trusted and most likely-to-recommend brands. Online marketers should understand how each content object they create complements others and how consumer interaction with that content will advance the buyer along the journey.
Of course, if your creative content boosted marketing performance AND it’s creatively awesome, then why not? It’s a combination of understanding shifting consumer trends and customer preferences for content discovery, consumption and engagement plus brand content innovation that stands out. That data can then be used to influence how the individual component parts are assembled in the larger content object. The very nature of relevance and visibility means that there’s a constant need for new content, but this is at the cost of engagement and longevity.
Even a simple WordPress plug in can help breath life back into a blog that has become a dumping ground for content on the advice of your SEO agency. Real-time opportunities are bright, shiny content opportunities that can easily distract a brand from its core story if they aren’t careful. This Campaign model develops a regularly cadence of real-time content for the extent of the campaign, be it a week, a month or the holiday season. Within a two-hour creative cycle, the team develops, posts and optimizes visual content that connects with audiences at the peak of interest for the things they are talking about today, helping the company become the most relevant brand in the feed.
Tapping into Star Wars love, the brand had a little fun introducing Adobe Wan Kenobi, the new Clone tool. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. The tips with the most shares and engagement are included in the eBook or blog post and those with low engagement are not. Great storytelling, accomplished at the peak of interest, cements affinity and anticipation. Over the last year, the Captain has been quick to react to trending conversations that fans are thinking and talking about.



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