Planning / Repurposing Content for Multiple Personas: A #CMWorld Twitter Chat with Amy Higgins

higginsYou likely know that you should repurpose your content to extend the life of your content you worked so hard to create. But, how do you actually do this? We asked Amy Higgins, a Senior Manager of Content Marketing and Social Media at Concur. We met Amy at Content Marketing World and were so impressed with a project she was working on that we asked her to share her expertise.

You can also see the highlights from this chat via Amy’s Storify.

If you are interested in managing your content in even more sophisticated ways, please join us at Intelligent Content Conference from March 23 – 25 in San Francisco in which you’ll learn techniques for making your content more discoverable, reusable, reconfigurable and adaptable.

 

Q1: When repurposing multiple pieces of content on single topic, do you summarize source materials or just provide snippets/links? #CMWorld

 

Going through old content works well to spark new ideas too; approach something from a new angle or with more experience! #CMworld

@SparkerWorks

 

@crestodina ! Sounds excellent. And there’s also this – would love your thoughts on it: http://www.brafton.com/resources/reduce-reuse-recycle-repurpose-get-content #cmworld

@kgriwert

 

@bibifatemeh @brassMedia You’ve got an amazing group here to help you with that plan…even after our chat #cmworld

@amywhiggins

 

A1. I like to provide snippets of the content; allows different angles. #cmworld

@hkwong

 

A1. It really depends on what avenue you’re repurposing it in, the topic, and your audience’s context. #CMWorld

@Jess_Skel

 

A1: I like to provide some “new” content by summarizing the key points of source materials w/links #cmworld

@RtMixMktg

 

A1: I usually summarize when I repurpose old content and provide links when available #cmworld

@danielerossi

 

@CMIContent Snippets and links. All about drawing the buyer in. #CMWorld

@WThomasMarks

 

@hkwong Hey Helene! #cmworld

@movystream

 

Key is starting w/ great content! “Guide to upcycling, not recycling great content! #CMworld http://t.co/B60ghZDEah

@iSocialFanz

 

A1) Excerpt + link ( + of course context added). #cmworld

@ChristinKardos

 

Yes, followers, I will be tweetchatting for the next hour. Mute the hashtag if you don’t want to follow along! πŸ™‚ #cmworld

@hkwong

 

@SparkerWorks The reason why I enjoy repurposing content. New idea sparks. #cmworld

@danielerossi

 

@ChristinKardos 17? Think you’re trying to show all of us up! Isn’t this supposed to be a holiday week? πŸ™‚ #CMWorld

@CMIContent

 

Repurposing of content is a great topic for chat – thanks @CMIContent #cmworld

@palkoviz

 

A1 Depends. I once compiled a month’s worth of blog posts into a single eBook. It was long, but thorough. #cmworld

@martinlieberman

 

A1: It’s never one and done. Look for other opportunities to reuse and repurpose #cmworld

@amywhiggins

 

@CMIContent Right? I closed a few. Down to 6 now… Haha. #cmworld

@ChristinKardos

 

.@isocialfanz always has great resources to provide! #cmworld

@hkwong

 

@CMIContent Links when relevant, i.e. stats and quotes. Sometimes with an “if you like this, we wrote more here” thrown in #CMWorld

@AndyVale

 

Q1: When repurposing multiple pieces of content on single topic, Do you summarize source materials or just provide snippets/links? #CMWorld

@amywhiggins

 

A1: Add links. Less is more. Give people a way to learn more without making it TL;DR #CMWorld

@amywhiggins

 

@martinlieberman did you edit any of the blog posts for the ebook? #cmworld

@hkwong

 

A1. I agree summarizing and adapting it is key… I like adding a new @canva graphic to spice it up and change the social share! #CMWorld

@iSocialFanz

 

@hkwong welcome! #CMWorld @ChristinKardos

@CMIContent

 

@CMIContent A1: i, personally, prefer to summarise using evernote and write down some paragraphs. #CMWorld

@shadymansour

 

@iSocialFanz I think you are the king of that πŸ™‚ #cmworld

@danielerossi

 

Hey @Plumlytics #cmworld

@hkwong

 

@CMIContent @ChristinKardos thanks for the welcome πŸ˜€ #cmworld

@hkwong

 

A1 Depends on purpose of new piece of content. Format will be determined by audience needs, so treat it like new piece #cmworld

@webber_karen

 

@CMIContent I think I already did! Haha : ) Thanks for the great welcome #CMWorld

@SparkerWorks

 

@AndyVale @CMIContent Great idea Andy! It’s all about continuing the education for your audience #cmworld

@amywhiggins

 

@cmicontent @sabbyswrld Thank you! Great to be here! #cmworld

@Plumlytics

 

Tailoring content for an audience, even if repackaged, shouldn’t be sneered at if quality is throughout content and data. #CMWorld

@BridgerHowes

 

@WThomasMarks @amywhiggins guys, we’re feeling the love and love it! #CMWorld

@CMIContent

 

@webber_karen Agreed. This way, audiences who remember the old one will still have something new. If possible πŸ˜‰ #cmworld

@danielerossi

 

@Nancy_Uy good to have you with us! #CMWorld

@CMIContent

 

@amywhiggins A1 summarize and provide links #CMWorld

@ancitasatija

 

@palkoviz always happy to provide and share content.. thats what social is about collaborating and helping each other! #CMWorld

@iSocialFanz

 

@ChristinKardos Hi Christine! How are you?! Great to see you again! #cmworld

@Plumlytics

 

@RtMixMktg It’s great to put a new spin on it. #CMWorld

@ThinkSEM

 

@CMIContent A1: well, it can be a mix of a small summary and links to the previous topic. #CMWorld

@shadymansour

 

A1 Don’t repurpose the content in the same way it was initially shared. Make it more visual, and summarize the context! #cmworld

@movystream

 

@iSocialFanz @canva Love that tool! I started a @Listly on content tools. Pls add it http://list.ly/list/Uwm-content-marketing-tools-free-or-low-cost #cmworld

@amywhiggins

 

@Plumlytics Hey, Sabrina! Doing pretty well over here… Hope you are! #cmworld

@ChristinKardos

 

.@iSocialFanz I ADORE @canva. Use it all the time for social postings, presentations, etc! If anyone wants an invite, lemme know! #CMworld

@bibifatemeh

 

@movystream true that! Add them visuals! πŸ˜‰ #cmworld

@hkwong

 

A1: In case of digital, aren’t links anyway better? Citations take too much space #cmworld

@palkoviz

 

A1. When repurposing content–try to add something new. Even if it’s new context. Always strive for value. #CMWorld

@ABTEKUSA

 

@SparkerWorks That new angle is so important! Love this answer. #CMWorld

@ThinkSEM

 

@hkwong All about the visuals, baby! #cmworld

@movystream

 

Formatting content (repurposing it, if you will) on some channels – like Twitter – means that you use just soundbites at times. #cmworld

@CTrappe

 

A1: I agree less is more, but content should be sufficiently unique & complete to not be deemed “thin” by Google. #cmworld

@kmullett

 

@palkoviz links and some visuals πŸ™‚ #cmworld

@hkwong

 

@amywhiggins @canva big fan of @Listly & @NickKellet so Id be happy to add to the list! #CMWorld

@iSocialFanz

 

@hkwong Slightly. Not for space. Just to remove some specific timely references. They were all themed, re: Facebook. #cmworld

@martinlieberman

 

A1: Never assume anyone has seen something else on the topic. Always make sure information can stand alone (it may have to) #cmworld

@mikemyers614

 

@bibifatemeh I want! Need to try this out @iSocialFanz @canva #CMWorld

@ancitasatija

 

@martinlieberman nice! #cmworld

@hkwong

 

@amywhiggins @iSocialFanz And they just added public profiles… I’m a Canva junkie, too. #cmworld

@ChristinKardos

 

A1. The most effective SEO bait is that which provides actual value to end-user. #CMWorld

@ABTEKUSA

 

#cmworld A1 depends on the content, but it’s nice to link to the original–especially if you are updating or expanding the original point

@moveo

 

@palkoviz Agree. But summarize helps with emails and if you like this, you might like that #cmworld

@amywhiggins

 

Twitter users aren’t all that interested in clicking on links. #cmworld

@CTrappe

 

First time here at #cmworld. Cant wait to see what I learn.

@DallasAdGrad

 

@ChristinKardos @amywhiggins @iSocialFanz love @canva! #cmworld

@hkwong

 

Good point… MT @kmullett A1: …but content should be sufficiently unique & complete to not be deemed “thin” by Google. #cmworld

@ChristinKardos

 

@mikemyers614 Good point. And don’t assume everything you share is seen either! That’s why repurposing is important #cmworld

@movystream

 

@mikemyers614 Great tip. You never know how much exposure someone has to your topic. #CMWorld

@ThinkSEM

 

Yep! MT @mikemyers614 A1: Always make sure information can stand alone (it may have to) #cmworld

@RtMixMktg

 

@ABTEKUSA If it’s helpful, won’t it not be called “Bait” #cmworld

@amywhiggins

 

Quality info that educated one audience can benefit another group thirsty for knowledge. Words don’t tire like wine gift bags. #CMWorld

@BridgerHowes

 

True! MT @mikemyers614: A1: Never assume anyone has seen something else on the topic. Always make sure information can stand alone #cmworld

@CMIContent

 

@ctrappe I am. And do. #cmworld #exceptiontotherule

@martinlieberman

 

Here’s one: The Periodic Table of Content (a guide to repurposing content) http://www.orbitmedia.com/blog/content-chemistry/ #cmworld http://t.co/Elmt5hhxnS

@crestodina

 

@hkwong @DallasAdGrad Glad you both could make it! #CMWorld

@ThinkSEM

 

@ABTEKUSA exactly! I always say, solve people’s problems, answer their questions, and entertain while doing so. #cmworld

@kmullett

 

@RtMixMktg @mikemyers614 I disagree. All content should stand alone AND connect to other content #cmworld

@amywhiggins

 

@CTrappe I wouldn’t agree to that. If the tweet is interesting, ppl will definitely check out the link for more info #CMWorld

@ancitasatija

 

@ThinkSEM @DallasAdGrad Thanks! πŸ˜€ #cmworld

@hkwong

 

A1. I use links and a short summary and always see it as a second chance to make the content better and more concise. #cmworld

@susie_frame

Q2: Does it make sense to plan a big piece of content and then repurpose that or build small and repurpose into something larger? #CMWorld

 

@martinlieberman Sure. I do, too, but the masses do not. #cmworld

@CTrappe

 

A2. I think it can go both ways! #cmworld

@hkwong

 

Nice compromise MT @amywhiggins @mikemyers614 I disagree. All content should stand alone AND connect to other content #cmworld

@RtMixMktg

 

@CTrappe I disagree. If the post is good and relevant relevant, there’s a good chance the link will be clicked. πŸ™‚ #cmworld

@EducationNews1

 

A2: Yes. The Webinar is the PERFECT tool for this. (Big to small). #cmworld

@mewzikgirl

 

@ancitasatija Yes, they will, but the masses are not clicking. Most just look. #cmworld

@CTrappe

 

@iSocialFanz Good point, Brian. Agree. Great content gets better with repurposing. Bad content can sometimes get worse. #cmworld

@GBalarin

 

@iSocialFanz @canva @listly @NickKellet Thanks I’m still adding to the list as well #CMWorld

@amywhiggins

 

A2. I’ve seen it work big to small and small to big πŸ™‚ #cmworld

@hkwong

 

@CTrappe I disagree. If the post is good and relevant, there’s a good chance the link will be clicked. πŸ™‚ #cmworld

@EducationNews1

 

@CMIContent @mikemyers614 To avoid repetition (eg. explaining what a Twitter chat is all the time) we have posts that cover basics. #CMworld

@AndyVale

 

A2. For @TripIt we like to start large and repurpose into smaller things so we can link back to the original piece for more info. #CMWorld

@Jess_Skel

 

@amywhiggins Agreed 100%! #CMWorld

@ABTEKUSA

 

A2: Creating something big 1st makes it easier when you have tighter deadlines later for smaller pieces #CMWorld

@amywhiggins

 

Q2: Does it make sense to plan a big piece of content and then repurpose that or build small and repurpose into something larger? #CMWorld

@amywhiggins

 

@amywhiggins @RtMixMktg We’re probably saying the same thing. Connecting, yes. Dependent on other content, no. #cmworld

@mikemyers614

 

A2 Go big at first – hit as many people you can, let the content do the work for you; then share insight, additional thoughts #cmworld

@movystream

 

@ancitasatija @CTrappe The social media copy needs to be enticing enough to make people click. Always good to test your copy! #CMWorld

@ThinkSEM

 

A2) I think it depends on the subject matter and format… Sometimes big to small comes with lost context but it can be done. #cmworld

@ChristinKardos

 

@mikemyers614 @RtMixMktg Agreed. We are saying the same thing. Connect is good:) #cmworld

@amywhiggins

 

A2: I go with the flow when planing content since strategy, audience, needs, memes, digital culture always evolve. #cmworld

@danielerossi

 

Follow-up. I didn’t mean that NOBODY on Twitter clicks on links. People do. I do. But it’s not the majority of people seeing link. #cmworld

@CTrappe

 

A2: I like the big –> small, small –> big ideas. Serve snacks sometimes. Then make a big turkey dinner! #cmworld

@crestodina

 

@CTrappe Good point – I guess one has to always keep in mind the media where it will be shared, purpose & audience #cmworld

@palkoviz

 

A2: Sometimes you need content now that will build into something big. So can start small and collect or start big and atomize #cmworld

@RtMixMktg

 

A2: It depends on the purpose, but overall I like building a big piece of content and repurposing it down. #CMWorld

@EducationNews1

 

@hkwong Yes! It’s all about how it’s executed. #CMWorld

@ThinkSEM

 

A2. Both definitely make sense, although easier on time mgmt to build small, then repurpose into something big #cmworld

@shelleypringle

 

@GBalarin @amywhiggins Yay!!!! #CMWorld

@WThomasMarks

 

@EducationNews1 Not by the majority… #cmworld

@CTrappe

 

A2 This is exactly what I’m testing. It’s like a pyramid: ebook at the top, gated content in middle, blog posts at bottom. #cmworld

@bibifatemeh

 

A2: Plus, I’m a prolific content creator who’s the type to roll up my sleeves and get working on a creative spark. #cmworld

@danielerossi

 

A2b) Ultimately if you have enough content, you can do both. Then you’re providing both snacks and meals. Covering bases. #cmworld

@ChristinKardos

 

Q2 I’ve done both successfully. Key thing is to know from the start where you’d like to end up. #cmworld

@webber_karen

 

@ChristinKardos Explain “lost of context”….I think that can happen when you do small to big…loss of story #cmworld

@amywhiggins

 

@CTrappe I guess it depends on post to post..can’t be generic. Isn’t it? #CMWorld

@ancitasatija

 

A2 both start big and chop into small and take small bits and make larger work #cmworld

@tracibrowne

 

A2. To me, it’s easier to go big and break down, but either way can work. #cmworld

@mikemyers614

 

Upcycling and Repurposing are awesome but please don’t do it to crappy content! http://buff.ly/1HEzFxo #CMworld http://t.co/n5D3DbyD9m

@iSocialFanz

 

@EducationNews1 @CTrappe Victor, I have tweets and links retweeted, but the people still don’t click πŸ™‚ #cmworld

@palkoviz

 

@danielerossi Great strategy. Always being open to change is great with repurposing content. #CMWorld

@ThinkSEM

 

Like that, @crestodina. Like turning a bunch of appetizers into an awesome meal. #cmworld

@mewzikgirl

 

@CMIContent A2: i first eat the frog and then break it down to small pieces. πŸ™‚ #CMWorld

@shadymansour

 

@CMIContent A2: Tease first, then have your big bit, then long-tail its lifespan with repurposing #CMworld

@AndyVale

 

@webber_karen Well said! Knowing your final destination is very important #cmworld

@amywhiggins

 

A2: We usually start big and borrow from it later on. Key is planning exactly how it will be re-purposed ahead of time. #cmworld

@CrowdContent

 

@webber_karen The key to every goal. Great point! #CMWorld

@ThinkSEM

 

@amywhiggins If “big” includes 5 related points but your “small” adaptation includes only 2 of them… conclusion can differ? #cmworld

@ChristinKardos

 

@CrowdContent “borrow from it” ..great way to put it #cmworld

@movystream

 

@danielerossi @webber_karen You also need to be able to have benchmarks along the way to test if you’re on the right path #cmworld

@amywhiggins

 

@ancitasatija Correct. In general, though, even the successful ones click wise don’t get the majority to click. #cmworld

@CTrappe

 

@CTrappe True, but that’s not a reason to exclude a link. πŸ™‚ #CMWorld

@EducationNews1

 

A1: Big or small is a question of value vs effort (resource allocation), and how it connects/supports other content. #cmworld

@kmullett

 

A2: Small helps with building big and big is great for the creation of smaller pieces. Both are good if the content is just right. #cmworld

@DallasAdGrad

 

A2. Key to begin with the end in mind @danielerossi #cmworld

@shelleypringle

 

Most come for finger food; don’t lead away to banquet β€œ@CTrappe: Twitter users aren’t all that interested in clicking on links. #cmworld”

@BridgerHowes

 

I’m participating in a #cmworld chat with @amywhiggins so if you see strange tweets from me, that’s why!

@GBalarin

 

Q2 is an awesome question. If someone writes a post on this, please let me know… #cmworld

@crestodina

 

A2 I think when you start big you usually have a plan…or, you discover a bunch of gems and turn it into something bigger #cmworld

@tracibrowne

 

A2. It totally makes sense. By breaking it down, you extent the overall content’s life. #cmworld

@vegecomgirl

 

@crestodina making me hungry here! πŸ˜› #cmworld

@hkwong

 

Joining the conversation. #cmworld

@UjimaMagazine

 

A2: Really depends what’s the original idea – if it is good enough for big content, or prefer to start small. Works both #cmworld

@palkoviz

 

@ChristinKardos True. I like taking those big 5- summarizing them and later pulling each one out on it’s own #cmworld

@amywhiggins

 

@EducationNews1 I didn’t say that. πŸ™‚ #cmworld It’s a mix, I think.

@CTrappe

 

@UjimaMagazine glad you could be here! #CMWorld

@CMIContent

 

I love this – how to repurpose content! MT @crestodina The Periodic Table of Content http://www.orbitmedia.com/blog/content-chemistry/ #cmworld http://t.co/f8yn1ootqU

@LeslieAMarshall

 

@CTrappe hmm okhay #CMWorld

@ancitasatija

 

@bibifatemeh how have the results been so far? #cmworld

@hkwong

 

A2 Iv’e seen great success from brands creating large pieces of content with smaller pieces supporting, slideshares, blog posts! #cmworld

@matthewmarley

 

The wheel is still a good idea. #CMWorld

@BridgerHowes

 

A2. If that content covers a broad topic, allow people to review what’s relevant to them. Like chapters in a text book #cmworld

@vegecomgirl

 

@danielerossi Thanks! That’s a pretty awesome super power to have. The digital landscape is always evolving so our content will too #CMWorld

@ThinkSEM

 

@tracibrowne Exactly, Traci! Your market’s response to that big content is what drives the re-purposing and additional insight #cmworld

@movystream

 

I’m the odd one out (which I kind of like). I think small to big is easier, but see the pt you all are making about the reverse! #cmworld

@ChristinKardos

 

@matthewmarley I have a hard time just doing smaller pieces without having a larger one to tie it all together #cmworld

@amywhiggins

 

@amywhiggins You can also repurpose smaller pieces of bigger content for other social networks where chunks work better #CMWorld

@SparkerWorks

 

Write it pliable so you can reshape and make angles. #CMWorld

@BridgerHowes

 

Many times people prefer snackable content, but every once in a while they want to sit down for a meal. #cmworld

@CTrappe

 

@ChristinKardos I’d probably go small to big first as well! #cmworld

@hkwong

 

@ChristinKardos Big takes more time than small but both have a lot of benefits. Plenty of room for both πŸ™‚ #cmworld

@danielerossi

 

@ChristinKardos It can work in both ways. It’s all about how you present it to the intended audience. #cmworld

@vegecomgirl

 

@ChristinKardos Small to big helps with gauge how interested your audience is originally in the subject and build from there. #CMWorld

@ThinkSEM

 

Q3: What process / tips do you have to build in repurposing from the start instead of having it occur as an afterthought? #CMWorld

 

@CrowdContent @ChristinKardos Funny. I think of the food analogy as well. Hard to plan the dinner if you don’t know the apps + wine #cmworld

@amywhiggins

 

Hi @vegecomgirl !! πŸ˜€ #cmworld

@hkwong

 

A3: Looking at repurposing globally? Take out all jargon 1st. Makes it easier when you localize #CMWorld

@amywhiggins

 

@vegecomgirl Hi Carmella! Hope you are well! Always great to see you! #cmworld

@Plumlytics

 

@hkwong Hi Helene! How are you? #cmworld

@vegecomgirl

 

A2. I’m with @hkwong on this one! I never throw away anything that’s a hit with readers. Always build on what you have! #cmworld

@susie_frame

 

@amywhiggins @CrowdContent @ChristinKardos we love that we’ve gone from coffee and bacon to wine in this #CMWorld chat lol

@CMIContent

 

@ChristinKardos Do what works for you! #cmworld

@mikemyers614

 

@CrowdContent @ChristinKardos This is perfect on so many levels! #CMWorld

@ThinkSEM

 

Q3: What process / tips do you have to build in repurposing from the start instead of having it occur as an afterthought? #CMWorld

@amywhiggins

 

@Plumlytics Hi Sabrina. Great to see you. Doing well. Thanks. How about yourself? #cmworld

@vegecomgirl

 

A4: The more you start w/ the easier to slice/dice creatively. We call that a “content pillar” @kapost (http://t.co/qB4nNRlZ7N) #CMWorld

@andrewjcoate

 

@GBalarin – Wanna share what we learned by localizing our Essential Guide for Expenses @Concur #cmworld

@amywhiggins

 

A3: Make sure your photoshop files are editable, images scanned in hires. #cmworld

@danielerossi

 

@ThinkSEM Exactly! Plus I personally have a tendency to always have “more to add” when working on a small piece. Flows that way. #cmworld

@ChristinKardos

 

@vegecomgirl Doing as well as I can be at the moment πŸ™‚ How about you, Carmella? πŸ™‚ #cmworld

@hkwong

 

A3 Thought out follow-up questions, supporting graphics or articles #cmworld

@movystream

 

A2: The more you start w/ the easier to slice/dice creatively. We call that a “content pillar” @kapost (http://t.co/qB4nNRlZ7N) #CMWorld

@andrewjcoate

 

@susie_frame true that! #cmworld

@hkwong

 

@tracibrowne Ideally even small pieces are part of strategy… (fingers crossed) #cmworld

@palkoviz

 

@hkwong This is my 2015 content plan, so it’s still in development. But just mapping it out has me expecting success! #cmworld

@bibifatemeh

 

A3 Look at what you’re creating & think, does this have more than one audience? more than one way to consume? more than one lesson? #cmworld

@tracibrowne

 

A3b: Have a robust filing system so you can indeed find the item you’re looking for #cmworld

@danielerossi

 

A3. Have a plan/calendar on how you roll out the content. Tease or deliver pointed snippets. Can work nicely for lead gen #cmworld

@vegecomgirl

 

A3: getting my design team involved from the start. They often bring a vision I couldn’t have on my own. #cmworld

@mewzikgirl

 

A3. Find the key message. It needs to be consistent across all repurposed iterations. #CMWorld

@ABTEKUSA

 

Hi @andrewjcoate !! Great to be in the same chat with you πŸ˜€ #cmworld

@hkwong

 

A2:Both! Starting with big goal/big asset &breaking it down is clearest strategically -but even then, use opps to draw from smaller #cmworld

@kgriwert

 

@BridgerHowes Agreed; being able to create multiple angles is just as important as how large or small the piece is. #cmworld

@moveo

 

If the content is great you should be able to keep it simple and provide value then #Upcycle or repurpose #CMworld http://t.co/4TMqq3roaF

@iSocialFanz

 

A3: Strategy first. It’s the foundation of where you are headed. #cmworld

@melissabreker

 

A3: Look at your plan as a whole in the beginning and think of other ways the content can be used. #CMWorld

@EducationNews1

 

@bibifatemeh nice! I’d love to follow along and see your progress πŸ™‚ #cmworld

@hkwong

 

A3: I like to write the “evil twin” of a post. Write the best practices… them write the common mistakes. Make it a guest post. #cmworld

@crestodina

 

A3 I think that if you want to repurpose content, speak as though this may be the reader’s first time learning or seeing this info. #cmworld

@DallasAdGrad

 

@hkwong Doing all right. Gearing up for the long weekend and Cyber Monday! #cmworld

@vegecomgirl

 

A3) I am merely here to absorb your answers to this one! I’m habitual at afterthought and deficient in foresight. πŸ™‚ #cmworld

@ChristinKardos

 

A3 Repurposing is part of our long-term strategy so we consider it for each piece like we’d plan images/social activity #cmworld

@webber_karen

 

@crestodina I love that in a big way. #cmworld

@ChristinKardos

 

A3. We think of diff ways to repurpose content when creating strategy. Can this be a graphic? Can we change POV for diff audience? #CMWorld

@ClearVoice

 

@crestodina that’s a good idea! I need to try that out. Love the “evil twin” way πŸ˜‰ #cmworld

@hkwong

 

A3 a survey you commissioned for a customer white paper may have insights for your sales team and becomes a training tool too #cmworld

@tracibrowne

 

A2b: Your content opportunity report + re-purposing calendar dictates big/small. What is a COR > http://bit.ly/1uU9DB1 #cmworld

@kmullett

 

@DallasAdGrad This is so true, never assume it was seen or shared previously! Give the re-purposed content the same care #cmworld

@movystream

 

@ChristinKardos same here! I’m quiet on Q3 too #cmworld

@hkwong

 

@vegecomgirl Awesome! I’m super hyper as I just ate a co-workers cake!!! :)) #cmworld

@Plumlytics

 

A3 Also, keep a close eye on analytics. Data can highlight which pieces your audience remains hungry for. #cmworld

@webber_karen

 

A3. If you’re on a budget, then you train yourself to build in repurposing from the beginning b/c you have no other choice. #CMWorld

@Jess_Skel

 

@crestodina Love the evil twin idea- Positive and Negative is a great way to repurpose content and attract diff. audiences #cmworld

@amywhiggins

 

A2 I think it’s best to pull smaller ideas from larger ones and then flesh out the smaller ones into larger ones. #inception #CMWorld

@Beymour

 

@vegecomgirl you doing a sale for Cyber Monday? πŸ™‚ #cmworld

@hkwong

 

A3: Think about the problem from the audience’s standpoint. What do they need, where are the pain points? Then create to fill gaps #cmworld

@mikemyers614

 

I’ve had some success creating multiple pieces on a single theme – as long as they work together @amywhiggins @matthewmarley #cmworld

@GBalarin

 

@bibifatemeh @amywhiggins Save room for extra space required for translated text #cmworld

@danielerossi

 

Love: MT @tracibrowne A3 survey commissioned for a customer may have insights for your sales team and becomes a training tool too #cmworld

@shelleypringle

 

A3: Document repeatable set of options for each type of content. E.g. infographic + blog post + slideshare + social media chunks #cmworld

@RtMixMktg

 

@CMIContent A3: make sure to have all the old resources, copies, links…etc documented together for later repurposing matters. #CMWorld

@shadymansour

 

A3: I like to make a thought map – just to see in my head if the content makes sense in other formats #cmworld

@palkoviz

 

@shelleypringle @tracibrowne Oooh… I like this concept. #cmworld

@ChristinKardos

 

A3: Good to start w/ a template or map. __# of blogs, vids, social posts, etc you strive for, then set out to fill the blanks #CMWorld

@andrewjcoate

 

@shadymansour @CMIContent I like using a docket system #cmworld

@danielerossi

 

@tracibrowne @vegecomgirl Heehee! Pretty much! *blush* #cmworld

@Plumlytics

 

A3: Create a “Fast Facts” sheet 1st. You’ll end up reusing quotes and stats thru out your content #cmworld

@amywhiggins

 

Yes, that helps MT @shadymansour @CMIContent A3: have old resources, copies, links documented together for later repurposing. #CMWorld

@RtMixMktg

 

A3 I always try to optimize posts for “shareability.” Let your content be the authority voice and be an informative leader. #cmworld

@DallasAdGrad

 

@danielerossi @shadymansour @CMIContent what do you mean by a docket system? #cmworld

@hkwong

 

@ChristinKardos We see this working really well as a strategy. It all depends on content type and the subject. #CMWorld

@ThinkSEM

 

Q3: If you are creating graphics for your blog, keep in mind the size as these could also be good assets for social sharing #cmworld

@matthewmarley

 

@hkwong #CMWorld http://twitter.com/andrewjcoate/status/537294639917568000/photo/1

@andrewjcoate

 

@RtMixMktg @shadymansour @CMIContent That’s how I use my “Fast Facts” doc…also helps our sales team #cmworld

@amywhiggins

 

@palkoviz true, but sometimes serendipity is cool too! #cmworld

@tracibrowne

 

@ThinkSEM Well… thank you! πŸ™‚ I feel validated. #cmworld

@ChristinKardos

 

@hkwong We’re doing different offers into Cyber Monday, on the day and beyond for the holidays #cmworld

@vegecomgirl

 

@Plumlytics You didn’t steal the cake, right? lol #cmworld

@vegecomgirl

 

@andrewjcoate #fistbump back to you! #cmworld

@hkwong

 

Hi! Stopping by #CMWorld to see my #content buddies

@heidicohen

 

A3: Also, using a content management system like @Kapost helps to schedule all the content you repurpose. #sanity #CMWorld

@amywhiggins

 

@andrewjcoate This is exactly how I’m mapping everything out for 2015! Brainstorming & planning makes me feel prepared. #cmworld

@bibifatemeh

 

@andrewjcoate @hkwong King of giffs! I’m typing too fast to look any up #CMWorld

@amywhiggins

 

A3: Our Content Opportunity Report tool (free) suggests TYPEs of content for re-purposing. http://bit.ly/1uUa4ve #cmworld

@MarketSnare

 

A3 Segment the content to see how much value the individual pieces have independently. #CMWorld

@Beymour

 

A twitter post can easily be expanded into a Facebook post. A print ad can easily be modified into a tradeshow poster for B2B. #CMWorld

@EducationNews1

 

@vegecomgirl Busted!!! #cmworld

@Plumlytics

 

@bibifatemeh I call it the ‘striptease’ theory of CM. Ankle-length=tweet. Thigh-high = virtual $20 in garter belt – i.e. email #cmworld

@GBalarin

 

@SandyDeWald @amywhiggins Ooo nice! #cmworld

@danielerossi

 

Q4: What have you learned about repurposing that you wish you had known from the start of your journey? #CMWorld

 

@amywhiggins I must do more with @Kapost hmmm. #cmworld

@hkwong

 

Consider how to “re-imagine” your content before you create it. This reduces content creation time. #CMWorld

@heidicohen

 

A3. Figure out how to break up the original to find different angles + individual parts that can be repurposed for small pieces. #cmworld

@moveo

 

@MarketSnare I am going to check that out! #cmworld

@ChristinKardos

 

@Plumlytics @vegecomgirl oopsie hehe #cmworld

@hkwong

 

And keep all your hi res logos in various formats in one place #cmworld

@danielerossi

 

Q2 Starting small lets you see what’s working first, before committing to a big and time-consuming project. #cmworld

@LibbyMClark

 

@hkwong @amywhiggins @Kapost I so want to get into Kapost. I love tools that help content marketers!! #cmworld

@DallasAdGrad

 

@amywhiggins awesome! a refreshing idea. #CMWorld

@shadymansour

 

A tweet can easily be expanded into a Facebook post. A print ad can easily be modified into a tradeshow poster for B2B. #CMWorld

@EducationNews1

 

@amywhiggins @andrewjcoate @hkwong we think we need a #CMWorld fist bump

@CMIContent

 

@heidicohen great to see you Heidi. @crestodina #cmworld

@kmullett

 

@ChristinKardos Your system is never as weird as you think! #CMWorld

@ThinkSEM

 

@GBalarin @bibifatemeh lol that’s an interesting way to think about it πŸ˜› #cmworld

@hkwong

 

This is why I work from home! @Plumlytics @vegecomgirl #cmworld

@tracibrowne

 

Is there an example or post about this? MT @amywhiggins @shadymansour @CMIContent “Fast Facts” doc…also helps our sales team #cmworld

@RtMixMktg

 

My coffee hasn’t kicked in yet, today. #TwitterTypos #CMWorld

@EducationNews1

 

A3: Use a content management tool! It helps to see what pieces have been repurposed where and by whom (I like @Kapost) #cmworld

@amywhiggins

 

A3. Start thinking about your personas from the beginning -then it’s a matter of slicing, dicing and formatting at the end. #Cmworld

@Nancy_Uy

 

@mikemyers614 Yes! Never create for the sake of creating; be sure you’re adding value to the conversation or solving a problem #CMworld

@SparkerWorks

 

Q2 Using the turkey metaphor: Choose the healthiest bird and then plump it up! πŸ™‚ #cmworld

@LibbyMClark

 

@EducationNews1 Typos will happen cuz my coffee has kicked in! #cmworld

@amywhiggins

 

@amywhiggins @hkwong #priorities πŸ˜‰ #CMWorld http://twitter.com/andrewjcoate/status/537295159281451008/photo/1

@andrewjcoate

 

A3. Considering how the content serves different audience segments. Diff formats & delivery systems emerge from this. #cmworld

@kiporama

 

A4. Repurposing is a great way to make older conversations current again–in the context of new news/trends. #CMWorld

@ABTEKUSA

 

A3: Understand the purpose, audience and resources before looking at different formats. It’s about understanding what users want. #cmworld

@melissabreker

 

@amywhiggins haha! #CMWorld

@EducationNews1

 

A4) That there are nearly endless opportunities to DO it! If there’s a value proposition, jump on it. #cmworld

@ChristinKardos

 

@CMIContent I wish i knew earlier on, that re-purposing is NOT an easy away out. It’s necessary for your audience! #cmworld

@movystream

 

@ChristinKardos it’s an internal tool that we decided to make publicly available. Please let us know what you think. #cmworld

@MarketSnare

 

@heidicohen Really interesting idea! #cmworld

@moveo

 

@CMIContent @amywhiggins @hkwong ON IT. #CMWorld

@andrewjcoate

 

@MarketSnare Will do! Thanks. #cmworld

@ChristinKardos

 

A3. Oh, man. Do not assume everyone has Photoshop! #cmworld

@susie_frame

 

Here’s an example of repurposing with “evil twin” topics… with puppies! This is from a #cmworld preso last Sept. http://t.co/J5Dr2la2HV

@crestodina

 

@palkoviz I love this idea, Zlata. #cmworld

@GBalarin

 

A1: Summarize! Gives the reader more of an idea and background information of what they are about to click! #CMWorld

@stevedolson

 

A4: More isn’t always better. But, measuring down to specific content pieces can make you a lot smarter. #cmworld

@mewzikgirl

 

A4. Wish I just knew that repurposing was an option before! #cmworld

@hkwong

 

@RtMixMktg @shadymansour @CMIContent Not yet….key word YET #CMWorld

@amywhiggins

 

omg I’m finally in a Twitter chat again #cmworld

@jesephm

 

A3: Find out if a product or service is reactive to a geographical trend or legislative process. #CMWorld

@BridgerHowes

 

@hkwong Helene, we seem to be in each other’s brains today. πŸ™‚ #cmworld

@ChristinKardos

 

@jesephm Jes!!! #cmworld

@movystream

 

@EducationNews1 haha..now I miss my Cappuccino #CMWorld

@ancitasatija

 

@ChristinKardos lol I haven’t done enough CM stuff to really…get it, you know? πŸ™‚ #cmworld

@hkwong

 

@andrewjcoate effective! #CMWorld

@shadymansour

 

Enhance every new piece of content across formats with metadata. @shelleypringle @danielerossi #cmworld http://ow.ly/i/7Ibir

@heidicohen

 

@amywhiggins i use @buffer #CMWorld

@shadymansour

 

@GBalarin Learned it the hard way. I’ll send you the one I have for our next Essential Guide #CMWorld

@amywhiggins

 

@amywhiggins @kapost Do you use a combo of a content inventory and a workflow management tool? #CMworld

@SFerika

 

@hkwong I’ve done my fair share but there’s a learning curve… + things evolve. #cmworld

@ChristinKardos

 

A4: Be reactive and agile but most important thing about repurposing is proactive (plan as much as possible for it in advance) #cmworld

@RtMixMktg

 

Spin your content differently on different channels while keeping the core message the same. #CMWorld

@EducationNews1

 

A2: If your goal is to make a white paper or ebook, then starting small works well. But big content can be shared more easily! #CMWorld

@stevedolson

 

@ChristinKardos always does in the world of CM and SM! #headspinning #cmworld

@hkwong

 

@shadymansour Couldn’t be more thrilled to have your support, too! πŸ™‚ #CMWorld @amywhiggins -Mary

@buffer

 

A4: overall value of repurposing. I recommend every1 go back and FIX all of their content, find ways to improve b4 u invest in new #cmworld

@jesephm

 

@shadymansour @buffer Helps to schedule content and publish it. That’s diff. than repurposing it #CMWorld

@amywhiggins

 

A4: I’d tell my younger self: don’t create a tactic just because you can. Only if it adds value to the audience & is where they are #cmworld

@mikemyers614

 

A4: We constantly remind clients to keep the source files raw so you can edit for various native sizes/applications. #cmworld

@kmullett

 

A4. Repurposing is important, but leveraging a single piece of content over/over in new/engaging ways is crucial for your SEO. #CMWorld

@Jess_Skel

 

@BridgerHowes @moveo @BridgerHowes That’s so important. There are so many tactics out there, but not all of them are right for you! #cmworld

@DallasAdGrad

 

@jesephm Love that! You can always spruce up what already exists and then build upon that. #cmworld

@ChristinKardos

 

@SFerika @kapost Inventory/Audit helps to see what content you can reuse in a diff way. And yes, workflow is a + #CMWorld

@amywhiggins

 

Here’s Q4 again: What have you learned about repurposing that you wish you had known from the start of your journey? #CMWorld

@amywhiggins

 

@CMIContent I had not thought about repurposing content. I’m always looking to create new content. This is great information. #cmworld

@UjimaMagazine

 

@RtMixMktg Love all of those words! #CMWorld

@ThinkSEM

 

@ancitasatija I am at a @Starbucks. haha #CmWorld

@EducationNews1

 

A4. That you don’t have to “reinvent the wheel” to make an impact #cmworld

@vegecomgirl

 

A4: Getting second/third opinion from your colleagues (from different department) may really help to spark the creativity #cmworld

@palkoviz

 

Q3 Find topics and stories that lend themselves to multiple formats and lengths. How would this work as a video? blog? graphic? #cmworld

@LibbyMClark

 

Repurposing content is a very important tactic for small teams who need time to work on bigger strategy projects too #CMworld

@SparkerWorks

 

@shadymansour Yep! Looks like this for us: http://marketeer.kapost.com/example-of-a-content-pillar/ #CMWorld

@andrewjcoate

 

A4 The same content doesn’t perform equally on every channel. #CMWorld

@Beymour

 

A4 Know the topics that your audience wants to hear from the beginning. Discovering this later does not help #cmworld

@Nancy_Uy

 

@ChristinKardos many would be surprised the % of traffic that comes from an older piece. The fun is in how you can leverage that #cmworld

@jesephm

 

A3: Coming up w/ different titles, reworking the content to make it visual (inforgraphic, photo quotes) for different platforms #CMWorld

@stevedolson

 

A4: Wish we had started it earlier because it saves a TON of time and provides a fresh perspective! #cmworld

@CrowdContent

 

A4 Everyone says that planning is the way to go…but in reality…some of the best repurposing happens when you’re in a jam #cmworld

@tracibrowne

 

@jesephm Love that! Focus on what already exists and then keep building to make the content better. #CMWorld

@ThinkSEM

 

Shooting video in the content gathering phase can help with repurposing down the road. #cmworld

@CTrappe

 

Use the 80/20 rule of content distribution. This means tailor each piece of content to platform & audience #cmworld

@heidicohen

 

A$: I’ve learned that EVERY piece of content can be repurposed. #cmworld

@amywhiggins

 

@CMIContent to keep all the sources documented in a synced place. i.e., dropbox or evernote with the right tags. #CMWorld

@shadymansour

 

@jesephm Yes! So it makes sense, too, to have that info in mind when planning anything new OR repurposed. #cmworld

@ChristinKardos

 

@LibbyMClark Yes! Use your previously shared content as a means to expand, try something new! There’s a real benefit there #cmworld

@movystream

 

@tracibrowne I find myself getting stuck when it comes to planning o_o #cmworld

@hkwong

 

@CMIContent A4 That you must use new pictures with reposed material for SEO value #cmworld

@Plumlytics

 

A4: You won’t have as much time as you think, even if you plan well. Repurpose wisely based on priorities/returns expected #CMWorld

@andrewjcoate

 

@EducationNews1 oh nooo!!! Now I miss their “Hot Chocolate!!!!” @Starbucks #CMWorld

@ancitasatija

 

A4 Take more pictures #cmworld

@tracibrowne

 

Sometimes I’m surprised by particular content performing well. #cmworld

@CTrappe

 

@jesephm For sure. Simply updating old content with the latest data counts as repurposing imho. #cmworld

@LibbyMClark

 

@SparkerWorks Amen! We are a team of three. #CMWorld

@WThomasMarks

 

@tracibrowne Isn’t that the truth! #CMworld

@SparkerWorks

 

Q5: Is there any downside to repurposing content? Is there a concern that the audience will be tired of seeing the same things? #CMWorld

 

A4 something I wish everyone purchasing 3rd party content knew: make sure to ask for derivative content rights! #CMworld

@SFerika

 

A4: I’d tell myself, Write the table of contents for a book first, then blog into it one chapter at a time… #cmworld

@crestodina

 

@stevedolson cool! #CMWorld

@shadymansour

 

A4: Look at ways to slice and dice your content. Test and retest. Then redo as needed. It’s never one and done #cmworld

@amywhiggins

 

@tracibrowne oh the importance of a visual presence! #CMWorld

@CMIContent

 

So true MT @tracibrowne A4 Everyone says planning is the way to go. In reality, the best repurposing happens when you’re in a jam #cmworld

@shelleypringle

 

@CTrappe excellent idea, shoot early and shoot often! #cmworld

@jesephm

 

Unless you’ve written a huge book, chances are whatever your piece of content is, you can add, subtract or even change perspective. #cmworld

@ChristinKardos

 

A4. Don’t just repurpose new content–look back through your old content to see if you touched on any current trends/issues! #cmworld

@moveo

 

A5. Time could be better spent on new content, but of course that depends on context. #cmworld

@hkwong

 

@amywhiggins Interesting… I’m always hesitant and use it in as a last min panic solution #cmworld

@Plumlytics

 

@jesephm Lots of SEO benefits from this as well in terms of refreshing the content on an old page. #cmworld

@LibbyMClark

 

I’ve had content created for Pinterest perform best on Twitter. Glad I posted it there. #cmworld

@CTrappe

 

@hkwong @ChristinKardos @vegecomgirl spot on! #CMWorld

@shadymansour

 

A4: plan where I want to publish FIRST, then figure out content & opps for repurposing – far more efficient #CMWorld

@TomMartin

 

When creating content start by understand your audiences/persona. Then reenvision content to each one. cc @EducationNews1 #CMWorld

@heidicohen

 

A4 : What channel will bring the best ROI! This is very important when repurposing content, focus the content on the best channels #cmworld

@matthewmarley

 

A5 If people get tired of seeing the same thing you’re rePOSTing not repurposing #cmworld

@jesephm

 

A5) The only downside to repurposing content is if you fail to change it into something different and you’re just repeating. #Noise #cmworld

@ChristinKardos

 

@CMIContent @tracibrowne Creating photos as you go! Love it. We create ALL social photos while we are doing an ebook or Slideshare #cmworld

@amywhiggins

 

Shoot video like you are going to use it. #CMWorld @jesephm

@CTrappe

 

A5. That’s a function of how deft one is at repurposing. See @AnnHandley’s #EverybodyWrites 4 a primer on content hows. #cmworld

@kiporama

 

@ChristinKardos Agreed. A5 – repeating is not REPURPOSING #cmworld

@amywhiggins

 

A5 of course. While the core msg remains the same, if the content is written in the same fashion, it won’t interest the audience #CMWorld

@ancitasatija

 

Wish I knew HOW they were repurposing content w/ more examples of the different ways you can rework content for different mediums. #CMWorld

@stevedolson

 

A5 Downside is repurposing for the sake of repurposing and not for the audience…you shouldn’t be just ticking boxes #cmworld

@tracibrowne

 

A4: I wish I learnt quicker how blinkered some are; only focussed on their sector or industry. Great for us lot! #CMWorld

@BridgerHowes

 

@CMIContent A5. That’s a small risk with the high rate of content creation & distribution across channels right now #CMworld

@SparkerWorks

 

A5. Bad repurposing is saying the same thing over and over, add something new to the conversation with every repurpose. #cmworld

@moveo

 

A5: There can be a downside if you don’t continually add value. Repetition is for #advertising. #CMWorld

@mikemyers614

 

@CMIContent keep labels and tags on everything so its easier to find similar posts! #cmworld

@sunshine_pearls

 

A5: Depends what you’re repurposing, but if it’s relevant, it shouldn’t matter. Add value. #cmworld

@mewzikgirl

 

@CMIContent This can be fixed by repurposing content on subjects that your audience is really passionate about. #CMWorld

@ThinkSEM

 

@kiporama If she were here, @annhandley would be telling us to “reimagine” not “repurpose” πŸ™‚ #cmworld

@crestodina

 

A5. Yup, someone said it right: repeating does not equal repurposing #cmworld

@hkwong

 

@stevedolson Think of an ebook. How can you repurpose that into a blog series? #cmworld

@amywhiggins

 

A5 Don’t repurpose just because you can. All content needs to serve audience needs. #CMWorld

@webber_karen

 

@jesephm

@stevedolson find a popular forum discussion and turn it into a long form piece. Then create short vid clips to support #cmworld

 

@CMIContent if it’s “well” repurposed, i think there won’t be issue seeing, not new, but fresh content from different perspective #CMWorld

@shadymansour

 

@crestodina @annhandley Yeah, Andy. That’s right. Therein is the answer, eh? #cmworld

@kiporama

 

@CTrappe That’s why testing is so important! Sometimes these things just surprise us when we’ve researched & planned so carefully. #CMworld

@SparkerWorks

 

A5. There’s no need to repurpose everything. You need to keep things fresh too! Learn to balance, original, repurpose & curated #cmworld

@vegecomgirl

 

A5: Don’t think so! Ppl might be tired of clicking 2 different headlines towards the same blog post, but that’s a small % #CMWorld

@stevedolson

 

wish i had time to join in on #cmworld today. seems like a great convo going on there. ah maybe next time

@__dahc

 

In 2015, ad agencies may have a lot in common with the New York Jets http://klou.tt/1jlogf4hkuu9l #cmworld

@PamFrostGorder

 

@stevedolson if it’s educational, turn it into a slideshare/training series, if it’s really long expand it into an ebook #cmworld

@jesephm

 

@amywhiggins @stevedolson We also do this in the opposite way. Repurpose blog posts into quick guides. #cmworld

@mewzikgirl

 

A5. It can always be a concern which is why you need to freshen your delivery vehicle often and the way you position your content. #CMWorld

@Jess_Skel

 

@kiporama @annhandley very good suggestion. #CMWorld

@shadymansour

 

Q5: Is there any downside to repurposing content? Is there a concern that the audience will be tired of seeing the same things? #CMWorld

@amywhiggins

 

@stevedolson Also think of a Slideshare. Can you make a deck into multi decks? @TopRank and @CMIContent did #CMWorld

@amywhiggins

 

A4. Make your content good the first time so you can spend Sunday nights watching The Walking Dead instead of rewriting sentences. #CMWorld

@susie_frame

 

@vegecomgirl So true, Carmella. It is a balancing act. Re-purpose what resonated with your audience! #cmworld

@movystream

 

@stevedolson Take a longform piece written for WordPress & put quote excerpts on Tumblr, with links back to original post #CMworld

@SparkerWorks

 

@ancitasatija i totally agree. #CMWorld

@shadymansour

 

@susie_frame ha ha ha ha ha #cmworld

@danielerossi

 

All of that being said, the concept behind repurposing is to take popular/well received content and ADD value to it, make it better #cmworld

@jesephm

 

Content NOT about YOU! 80 other ppl /20 about you. Curate other ppl’s content to be a tastemaker. http://ow.ly/EScO2 #cmworld

@heidicohen

 

@__dahc sorry you can’t be with us but we’ll have an archive of the chat available in the next few days! #CMWorld

@CMIContent

 

A5: Be honest but creative and give it longevity: ‘As Joe Smith eluded to in his earlier statement and has since reiterated…’ #CMWorld

@BridgerHowes

 

@stevedolson Take images & quotes from new blog posts & put them on Instagram; be sure the link to your blog is in your profile #CMworld

@SparkerWorks

 

Re-purposing is not simply restating/rewriting/updating (though fine). Make it valuable for another audience/channel. #cmworld

@kmullett

 

@SFerika @amywhiggins @heidicohen @shelliepringle @melissabreker @CMIcontent @pamelamuldoon Gotta jump. But so nice to see you all! #cmworld

@crestodina

 

A5: The only downside is when you forget about your audience. #cmworld

@amywhiggins

 

@heidicohen Great use of the 80/20 rule! #cmworld

@danielerossi

 

@mikemyers614 Yes! Analytics are key to finding what’s valuable. Both thru social sharing and G.A. #CMWorld

@LibbyMClark

 

@hkwong correct. #CMWorld

@shadymansour

 

A5 There is. For example, people are less likely to click on a link if it’s labeled ICYMI (in case you missed it). #cmworld

@martinlieberman

 

@crestodina @kiporama darn straight! #cmworld

@annhandley

 

@stevedolson You can even change out your URL in your bio with every fresh post to make less work for your followers. #CMworld

@SparkerWorks

 

@SparkerWorks @stevedolson Love this! You can also take all of those images and make a Slideshare #cmworld

@amywhiggins

 

A5: As long as repurposing is done right, and not too often, there’s nothing to worry about! #cmworld

@CrowdContent

 

@martinlieberman what if they did miss it? #cmworld

@hkwong

 

@pamelamuldoon @heidicohen perfectly said. #CMWorld

@shadymansour

 

@stevedolson Just two examples off the top of my head : ) #CMworld

@SparkerWorks

 

A5 @CMIContent Repurpose content too often & audiences may grow bored. However, there’s always a way to repurpose in a fresh way! #cmworld

@DallasAdGrad

 

A5 Content fatigue is a problem for a lot of brands. Your channels shouldn’t be carbon copies of one another. Freshness is key #CMWorld

@Beymour

 

A5 The downside to re-purposing is not taking the time to create new, fresh content. Don’t lose sight of your goals! #cmworld

@movystream

 

A5: to avoid burnout find new ways to present. Not just dif assets but even different CTAs to dif parts of whole campaign #CMWorld

@andrewjcoate

 

@ChristinKardos LOL. Drops mic…walks away #JK #cmworld

@amywhiggins

 

@movystream Hey Lorrie! You need to know the value of your content and your audience. Bring the 2 together #cmworld

@vegecomgirl

 

Hi everyone, tuning in for the last 30mins, better late than never πŸ™‚ #CMWorld

@KDADouglas

 

@vegecomgirl Absolutely. PS, hi! =) #cmworld

@movystream

 

@webber_karen exactly! #CMWorld

@shadymansour

 

disagree, @heidicohen as a content marketer you should be focused on creating your own rich content…you want to be the expert #cmworld

@tracibrowne

 

@susie_frame That’s always my goal! #cmworld

@moveo

 

@SparkerWorks For sure, great ideas! I have been starting to experiment with different ways over the last year or so. #CMWorld

@stevedolson

 

@andrewjcoate A5: I think as content marketers, we can get burnt out even B4 our audience. #Clue #cmworld

@amywhiggins

 

A5: Yes. There needs to be a unique modifier that sets the content apart on different channels. Keep the audience wanting more. #CMWorld

@EducationNews1

 

@amywhiggins We’re laughing but it’s funny how that’s just the key to ALL. And gets lost sometimes…. #cmworld

@ChristinKardos

 

Q6: What role should #socialmedia play in your repurposing strategy? #CMWorld

 

@amywhiggins @andrewjcoate So I’m not the only one πŸ™‚ #cmworld

@danielerossi

 

@KDADouglas Glad you could make it for the last half! #CMWorld

@ThinkSEM

 

@KDADouglas Sure is! Welcome to the conversation! #CMWorld

@dlaina

 

@heidicohen Content marketers who cater only to themselves won’t see much long-term success! #cmworld

@DallasAdGrad

 

@amywhiggins @SparkerWorks Great! I am expecting photo quotes, images, and a slideshare on my desk tomorrow morning. Cool? πŸ™‚ haha #CMWorld

@stevedolson

 

@CMIContent @Beymour “Content Fatigue” sounds so #CivilEngineeringish… B^D #cmworld

@kiporama

 

A6: To build and relationship and learn from our audience #cmworld

@danielerossi

 

@hkwong There’s still a connotation that it’s “old.” People look for the latest, new, most up to date content. #cmworld

@martinlieberman

 

A5 Use feedback, opinions, insight you gained from followers on social channels to guide how you re-purpose the content! #cmworld

@movystream

 

Q3 All brand narratives hv a shelf life. Find storytelling opps w most interesting/resonating angles then update, twist, repurpose! #cmworld

@mayraruiz

 

A6: Social Media is a tool. Like any tool, using it and trying new ways to use it is 1/2 the battle #cmworld

@amywhiggins

 

A6: Depends what you’re repurposing. Gut answer is “Best Actor/Actress in a supporting role.” #cmworld

@mewzikgirl

 

A5 At the same, don’t be afraid to post the same content multiple times to increase exposure. Just don’t overdo it… #CMWorld

@Beymour

 

A6. It’s the wind beneath your content’s wings? I don’t know why I just typed that. I blame Cyber Monday #cmworld

@vegecomgirl

 

A6) Social media can be really helpful as an indicator for what people want & need. Also in providing feedback to guide you. #cmworld

@ChristinKardos

 

A6. Definitely sharing, getting the word out. But also creating assets for specific channels, such as Pinterest. #cmworld

@shelleypringle

 

A6: Audience insights, who read/watched the first time around? What would they appreciate, what do they want more of? #cmworld

@jesephm

 

@CMIContent @Beymour So true. The mistake of thinking everyone saw something even when analytics proves otherwise. #cmworld

@kmullett

 

@jesephm Thanks, Jeseph! Great suggestions. #CMWorld

@stevedolson

 

@stevedolson @amywhiggins @SparkerWorks and a podcast, a video, a white paper, and snapchat story πŸ˜‰ #cmworld

@danielerossi

 

@jesephm Hey Jeseph! #cmworld

@vegecomgirl

 

@amywhiggins @stevedolson Yes! SlideShare often gets forgotten, but then you already have material to work with for a talk etc #CMworld

@SparkerWorks

 

@CMIContent Look at content types that are popular on each SM platform. Pay attention to where your audience is, Post accordingly. #CMWorld

@ThinkSEM

 

@SparkerWorks @stevedolson brilliant! #CMWorld

@shadymansour

 

A6: Social Media and content should always work together. Listen and share with your audience and they’ll do the same back. #cmworld

@DallasAdGrad

 

BUT, you could have social BE the star. Release 1 tip per day from an eBook in an image on Instagram/Facebook, etc. #cmworld

@mewzikgirl

 

@vegecomgirl not gonna lie…ready to bust out into song now #CMWorld

@CMIContent

 

#CMWorld A5) Repurposing content is brilliant. If it works well here, try it there. Steal it from one channel to live on another.

@DanJorRee

 

Well said! MT @ChristinKardos A6) Social media helpful as indicator for what people want & need. Providing feedback to guide you. #cmworld

@RtMixMktg

 

A5 Whenever/wherever you repurpose content, you should improve on what you had. Add even more value. #cmworld

@martinlieberman

 

@DallasAdGrad BOOM! #cmworld

@movystream

 

A6: Who shared the first time around? Start a conversation as you work, they’ll probably help amplify again! #cmworld

@jesephm

 

@movystream Agree. Blog comments can contain your next blog. RTs showcase what is working. #cmworld

@amywhiggins

 

A6. Social media is a partner-in-crime to content! #cmworld

@hkwong

 

@ChristinKardos Great to thing to measure. Well said! #CMWorld

@ThinkSEM

 

@Beymour absolutely. #CMWorld

@shadymansour

 

@danielerossi @amywhiggins very true. How do you avoid that? #gettingreal #CMWorld

@andrewjcoate

 

@CMIContent A5 Old news, stale info and no SEO value- whats the point of posting then?! #CMWorld

@Plumlytics

 

A6 Social media is just a communication tool…use it along with others, but don’t mistake it for magic #cmworld

@tracibrowne

 

A6. It really is the horse, while content is the cart. You need a way to get to your content/you need a way to charge it w/SEO. #CMWorld

@Jess_Skel

 

@stevedolson Experimentation & tracking performance will tell you everything you need to know! #CMworld

@SparkerWorks

 

Q6: What role should social media play in your repurposing strategy? #CMWorld

@amywhiggins

 

@vegecomgirl Hi Carmella! Been too long since I’ve seen so many familiar faces #cmworld

@jesephm

 

@CMIContent We should have a #cmworld virtual karaoke night! Fly….FLY….SO HIGH AGAINST THE SKY! Oh man! I just went there #cmworld

@vegecomgirl

 

@ChristinKardos @vegecomgirl LOL! Social is the light of my [life] content #lyricsgame #cmworld

@amywhiggins

 

I love all these metaphors to Q6 #cmworld

@hkwong

 

A6 #SoMe will help in getting quick response to the repurposed content #CMWorld

@ancitasatija

 

A5. As long as you change perspectives and keep audience in mind – repurposing is essential #Cmworld

@ClearVoice

 

Let’s not forget that you can re-share original content but that’s not the same as repurposing. Do both when it adds value! #cmworld

@ChristinKardos

 

@DallasAdGrad Perfect answer! They are the reason you craft content anyway. #CMWorld

@ThinkSEM

 

A6: Social media helps you understand your audience or community. #CMWorld

@EducationNews1

 

A6: Watch the trends, track shares + analytics & see what has worked and what hasn’t. Maybe you can rework some content over again #CMWorld

@stevedolson

 

@CMIContent A6. Social platforms are great for sharing smaller pieces- an image, a quote- & linking back to the whole #CMworld

@SparkerWorks

 

@vegecomgirl LOL Is it bad that I think that totally still works in this context? You use soc med to uplift your content! #cmworld

@bibifatemeh

 

@jesephm How have you been?!?! #cmworld

@vegecomgirl

 

@vegecomgirl @CMIContent And then we can repurpose it in many different formats! πŸ˜€ #cmworld

@danielerossi

 

A6: Social is EVERYTHING. *cough* #keepmehired #CMWorld

@andrewjcoate

 

Thanks! @ThinkSEM @dlaina #CMWorld

@KDADouglas

 

@vegecomgirl @CMIContent I think Carmella might be on drugs. #cmworld

@shelleypringle

 

A6 How do you know what content to re-purpose without some kind of a response on social? That’s how you decide what to expand on! #cmworld

@movystream

 

@tracibrowne @heidicohen …i think an expert in your field, in your niche, it shouldn’t always be about us – or the brand. πŸ™‚ #CMWorld

@shadymansour

 

@CMIContent A6. Someone too busy to read a long piece when they first see it might make time by the 3rd intriguing snippet they see #CMworld

@SparkerWorks

 

A6 Social media can help you gauge what content most resonated with audience, and what could use reworking. #cmworld

@martinlieberman

 

#CMWorld A6) I don’t think i know how to use content without marrying it to #socialmedia. In tandem, they serve the community!

@DanJorRee

 

@shelleypringle @CMIContent NO! I’m working through product images files. They all start to look the same! #cmworld

@vegecomgirl

 

A6: In all seriousness social is an easy way to get creative, say different things you might not say in an email, blog post, etc #CMWorld

@andrewjcoate

 

A6: #Content is the story, #SoMe is how it gets told (and retold). Both are critical. #CMWorld

@mikemyers614

 

Hi @shelleypringle! ^waves #cmworld

@mewzikgirl

 

@stevedolson True! Tracking trends, both on social media & in the content world, can only help with creating & reworking content. #cmworld

@DallasAdGrad

 

@DanJorRee Same here, Jordan! #cmworld

@ChristinKardos

 

A6: Some formats are easier to share via different channels – keep in mind what you are using at present. #CMWorld

@palkoviz

 

A6: Social is Robin: Content is Batman http://giphy.com/gifs/3pAoXh4Vx13mU/html5 #cmworld

@amywhiggins

 

@bibifatemeh You’re right about that! #cmworld

@vegecomgirl

 

Social Media should be used to share your content. Engage your audience in conversation around your content. #CMWorld

@dlaina

 

@stevedolson @amywhiggins I’ve got my best worker on it #CMworld http://t.co/R3ikBvpEFL

@SparkerWorks

 

A6# The social media channel used to publish and promote often dictates the format and tone #CMWorld

@SameVine

 

A6# The social media channel used to publish and promote often dictates the format and tone #CMWorld

@KDADouglas

 

A6: Remember: Social media is free to use, not free to do. Budget and plan accordingly. #cmworld

@kmullett

 

@vegecomgirl Haha! You’re hilarious with all your songs! xo #CMWorld

@Plumlytics

 

Since we are metaphoring…. Content is the car. Social media is the gasoline…. #cmworld

@ChristinKardos

 

@mikemyers614 So true! Love this! #CMWorld

@ThinkSEM

 

@mewzikgirl Hi Heather! How are you? ^waves back #cmworld

@shelleypringle

 

@martinlieberman @hkwong I think that’s when it’s useful to take older pieces & do a roundup style post with updates #CMworld

@SparkerWorks

 

A6 The content you share is really the icing on top of the engagement and conversations on #social! #cmworld

@movystream

 

So glad to have made it to #MetaphorWorld today…. πŸ™‚ #cmworld

@ChristinKardos

 

@andrewjcoate Great way to be concise and creative at the same time to hook your reader. Great point! #CMWorld

@ThinkSEM

 

A6. Use demographics/psychographics 2 target UR segments w/ the proper social platforms. #enableconsumption #enablesharing #cmworld

@kiporama

 

@martinlieberman @hkwong β€œHere’s everything we’ve learned/new research since we first wrote about this” #CMworld

@SparkerWorks

 

@andrewjcoate @danielerossi Avoid #contentmarketing burnout by asking for help and trying hair-brain ideas #CMWorld

@amywhiggins

 

@CMIContent A6: channels to jump in conversations providing your valuable piece of content. if it’s not of any value, keep away. #CMWorld

@shadymansour

 

@CMIContent @ChristinKardos That really depends on industry – some people/audience simple don’t use it… #CMWorld

@palkoviz

 

A6 Social media shows you what questions your followers are asking. Repurposed content can provide these ancillary details. #CMWorld

@Beymour

 

A6: Use social media to get knowledge of what your audience likes, then re-purpose for YOUR people/audience. #cmworld

@CrowdContent

 

Content is the peanut butter. Social media is the jelly. TIME TO DANCE http://i.giphy.com/m7y2uwgclFzc4.gif #cmworld

@vegecomgirl

 

AGREE Curation is critical. You need to create quality content AND share a mix of your & other people’s content cc @tracibrowne #cmworld

@heidicohen

 

@SparkerWorks @hkwong Great idea! I like that too. πŸ™‚ #cmworld

@martinlieberman

 

@vegecomgirl we are loving all the gifs today! #CMWorld

@CMIContent

 

Q7: When repurposing, do you bring in external content or do you focus primarily on what you already have as a company? #CMWorld

 

@kiporama Love those hashtags. Enabling / facilitating / “greasing the skids” is important. #cmworld

@ChristinKardos

 

Great conversation happening about repurposing content in #CMworld right nowβ€” check it out if the topic interests you!

@tweetreachapp

 

@ChristinKardos I like @jaybaer’s verion of this too: Content is fire, Social Media is gasoline! #CMWorld

@mikemyers614

 

A7. I think it doesn’t hurt to add in external content (citing sources of course) #cmworld

@hkwong

 

I just got distracted by the #JurassicWorld trailer… haha #CMWorld

@EducationNews1

 

@CrowdContent Love this point. Without taking your audience into account, what’s the point? #CMWorld

@ThinkSEM

 

@kiporama Whoa! Long time, no tweet, Kip! How are you? #cmworld

@vegecomgirl

 

#CMworld is talking repurposing content right now; check it out if you have questions to ask or knowledge to share on the topic!

@UnionMetrics

 

LATEST: If you can automate (content) relevance, you can automate trust. http://goo.gl/DBDcrv #cmworld http://t.co/enFVWdN7hc

@idioplatform

 

A7) Both. It depends on what already exists. I take content (ethically and legally) from the best available source. #cmworld

@ChristinKardos

 

A7: Both, it really depends if we’re going from longform to microcontent or micro -> expanding #cmworld

@jesephm

 

@SparkerWorks @amywhiggins Also your most well dressed worker. #CMWorld

@stevedolson

 

A6: looking at what we do @kapost, most of the communication on content is via social. Make it meaningful #CMWorld http://t.co/T0tl1X0Brh

@andrewjcoate

 

A6. Hint: #SoMe platforms don’t have to be “#SoMe Platforms” to be #SoMe. Go where UR audience eats content & serve. #cmworld

@kiporama

 

@ChristinKardos well said. #CMWorld

@shadymansour

 

Agree You can’t keep shouting: ME, ME, ME! You need to provide a mix of content. cc @shadymansour @tracibrowne #CMWorld

@heidicohen

 

Q7. A mixture of your own content and external is a great way to not burn out your audience. #freshcontent #CMWorld

@dlaina

 

@ChristinKardos *In movie trailer voice* In a world where metaphors are true…#CMWorld

@mikemyers614

 

@CMIContent As events and trends flare up, we can take our cues from #socialimedia to increase the life-shelf of our content. #CMWorld

@KMA_2014

 

@SparkerWorks @martinlieberman nice! Thanks for the suggestion! #cmworld

@hkwong

 

Q7: When repurposing, do you bring in external content or do you focus primarily on what you already have as a company? #CMWorld

@amywhiggins

 

A7. Both #cmworld

@vegecomgirl

 

A7: I look at external and internal. You can use industry papers inside your own content and VS. #cocreate #CMWorld

@amywhiggins

 

New to this chat and just saw it starting! Darn, wish I’d seen it sooner. Is this a weekly thing at this time #cmworld

@tracybb

 

A7: It depends on how the external content relates to the message you are trying to convey. #CmWorld

@EducationNews1

 

.@CMIContent A7. Focus on your stuff, but also curate great content that echoes your ideas! Others’ echoes shore up your msg. #cmworld

@bibifatemeh

 

@tracybb Yes! Every Tuesday #cmworld

@amywhiggins

 

@vegecomgirl Hey, Carmella. Reports of my demise are greatly exaggerated. B^D Just busy w/ work. #cmworld

@kiporama

 

LATEST: If you can automate (content) relevance, you can automate trust. http://goo.gl/UnlZeL #cmworld http://t.co/QEsTge8pud

@idioplatform

 

@danielerossi @stevedolson @amywhiggins Got my second best worker on all of that #CMworld http://t.co/66koUr8TaT

@SparkerWorks

 

@Beymour listening is crucial here. #CMWorld

@shadymansour

 

A7 Always a mix. Try to concentrate on content you have, as it’s a link opportunity, but external helps established content to grow #cmworld

@DallasAdGrad

 

@ThinkSEM Right?! #cmworld

@CrowdContent

 

My favorite curation tool is my blog & Twitter cc @amywhiggins #cmworld

@heidicohen

 

@CMIContent Keeps things festive :#CMWorld

@vegecomgirl

 

@tracybb Hi, Tracy! Yes… every Wednesday at 12 eastern. Follow @CMIContent. πŸ™‚ #cmworld

@ChristinKardos

 

@CrowdContent Right. You guys are smart cookies. #CMWorld

@ThinkSEM

 

A6: Social media presents the many worlds of audiences available to us. #CMWorld

@BridgerHowes

 

A7 Here we go…I’m starting to get twitchy when the curation conversation starts #cmworld

@tracibrowne

 

A7 Depends on the industry. Medical brands for instance may benefit from citing studies or data from authoritative sources. #CMWorld

@Beymour

 

@sparkerworks @stevedolson @amywhiggins Cat-related content always seem to work #CMWorld

@danielerossi

 

@kiporama πŸ™‚ Glad to you see you! #cmworld

@vegecomgirl

 

A7 Great question! Great #contentmarketing curates others’ voices, as well, to give the audience more, build appreciation. #CMWorld

@mikemyers614

 

@tracibrowne why’s that? #cmworld

@hkwong

 

A7: Curation can also help bring in new influencers. It’s hard to take over the world alone http://gph.is/12goW9E #cmworld

@amywhiggins

 

@tracybb jump on in! We still have 20 minutes to the #CMWorld chat!

@CMIContent

 

A7: Bring in external content to add value e.g. a video may be sole focus for initial post and then part of a top 10 in another #CMWorld

@KDADouglas

 

A7: External content is great to bring in sometimes. It can help validate & enhance original content #CMWorld

@andrewjcoate

 

@amywhiggins thanks. when does it usually start? #cmworld

@tracybb

 

@Beymour I’m a big believer in the vertical playing a huge role in the answer to almost any marketing (content or other) question! #cmworld

@ChristinKardos

 

I hope you’re following @amywhiggins and today’s #CMWorld Twitter chat. #contentmarketing #smart

@leeodden

 

Before I started looking at analytics and actually tracking the performance of my work on social media. #CMWorld http://t.co/xW4g0KTpcS

@stevedolson

 

@tracibrowne excited or frustrated, it’s always a discussion #cmworld

@jesephm

 

Just came across this twitter chat and I’m loving the discussion! Will definitely get this on my calendar! #CMWorld

@MatchMaker_Inc

 

A7: Twitter cannot be underestimated for content curation. We subscribe to a news service and it still catches stuff they don’t. #cmworld

@mewzikgirl

 

Have to step out early, thanks for the tips everyone! Great insight. And thank you @amywhiggins!! #cmworld

@movystream

 

@tracybb Yes! Follow @CMIContent for announcements about #cmworld chats!

@bibifatemeh

 

@danielerossi Hi Daniel! Great to see you! Looking forward to our hang out session! #CMWorld

@Plumlytics

 

@hkwong to often people mistake curation with using other people’s content without permission #cmworld

@tracibrowne

 

@MatchMaker_Inc smart move! welcome #cmworld

@jesephm

 

@CMIContent it depends on the topic, if it’s internally produced or it needs external resources. first, look internally. #CMWorld

@shadymansour

 

Agree! MT @mewzikgirl A7: Twitter cannot be underestimated for content curation. #cmworld

@ChristinKardos

 

It’s nice to have a balance of internal and external – plus the all-important ‘voice of your customer’ to round things off. #cmworld

@GBalarin

 

@tracibrowne ah true >< #cmworld

@hkwong

 

@MaelRoth @heidicohen How to NOT do it… http://qub.me/IyWaGy http://qub.me/2v0BA6 #cmworld

@kiporama

 

If one really thinks that “Content is King” than curation is self explanatory. Sometimes people really mean “(My) Content is King” #CMWorld

@MaelRoth

 

@MatchMaker_Inc welcome. It’s a good group and always filled with insight. #cmworld

@kmullett

 

@CMIContent t As events and trends flare up, we can take our cues from #socialimedia to increase the shelf life of our content. #CMWorld

@KMA_2014

 

Thanks for the insights everyone #CMWorld

@ancitasatija

 

Ok, gotta get back to work; great chatting with you all! #cmworld

@hkwong

 

Am now @leeodden πŸ™‚ #CMWorld

@KDADouglas

 

@movystream Thanks for joining us on #CMWorld today

@amywhiggins

 

@MaelRoth Zing! #Ego #cmworld

@ChristinKardos

 

A7. The more actionable resources the better. Bring in new relevant tools to keep content fresh. #CMworld

@ClearVoice

 

@CMIContent @amywhiggins Agreed! #cmworld

@vegecomgirl

 

@MatchMaker_Inc so glad to hear! We have a great group every Tuesday! #CMWorld

@CMIContent

 

@jesephm Thank you! #CMWorld

@MatchMaker_Inc

 

@tracibrowne @hkwong Surely best practice is basic academic / journalistic ethics? ALWAYS attribute your source! #CMWorld

@GBalarin

 

@ChristinKardos @vegecomgirl agreed! A combo of UGC and altering existing content. #CMWorld

@HayleyCalhoon

 

@tracibrowne @hkwong Ooh. No. Bad. #CMWorld

@mikemyers614

 

@CMIContent @hkwong @amywhiggins Is email marketing Nightwing? #CMworld

@SparkerWorks

 

Curation says, “We’re not egomaniacs. We know smart when we see it. We want YOU to have the best from ALL.” Builds credibility. #cmworld

@ChristinKardos

 

@MaelRoth @heidicohen #ChannelingTobyKeith #IWannaTalkAboutMe #EpicContentFail #cmworld

@kiporama

 

@hkwong thanks for your insights today! #CMWorld

@CMIContent

 

@CMIContent Does #CMworld start at Noon EST or 12:30pm?

@MatchMaker_Inc

 

@dlaina that’s right for me. #CMWorld

@shadymansour

 

@ChristinKardos @MaelRoth ha, true! Well said MaΓ«l! #CMWorld

@jacobhenenberg

 

Did @amywhiggins just say #cocreate content? We love to co-create! #CMWorld

@toprank

 

@hkwong Bye Helen! Thanks for joining #cmworld

@amywhiggins

 

@movystream glad you could chat for a bit! #CMWorld

@CMIContent

 

I read somewhere that investigating reporting is the way of the future for digital content. Citing stats, sources. #cmworld

@danielerossi

 

Gday all here in #CMWorld

@jacobhenenberg

 

Q8: What core items do you need in place to begin repurposing strategy? What tools and technologies have helped? #CMWorld

 

@amywhiggins #cocreate yes, that’s what i was looking for. πŸ™‚ #CMWorld

@shadymansour

 

@MatchMaker_Inc noon-1pm ET every Tuesday #CMWorld

@CMIContent

 

@bibifatemeh @CMIContent I started following first and that’s how I found this chat today! #cmworld

@tracybb

 

@heidicohen Heh, Social Media Me Monsters. Me, me, me. #SMH @shadymansour @tracibrowne #cmworld

@kmullett

 

Co-create is the best! @toprank Any tips on how you guys rock the casba? I mean co-creation tactics #cmworld

@amywhiggins

 

@shadymansour Yes! It is the best way to showcase ideas you believe in and promote your expertise. #CMWorld

@dlaina

 

@CMIContent A7. If good research that I’ve read recently comes to mind when I’m writing, I always reference it/link to it #CMworld

@SparkerWorks

 

@GBalarin attribution is not enough-just because you credit me doesn’t allow you to take my words & publish w/o permission@hkwong #cmworld

@tracibrowne

 

@idioplatform going to read this but I’m not sure I like the sound of “automating trust” #cmworld

@jesephm

 

Q8: What core items do you need in place to begin repurposing strategy? What tools and technologies have helped? #CMWorld

@amywhiggins

 

A7: Always season to the taste of the new audience. #CMWorld

@BridgerHowes

 

@amywhiggins @toprank Happily Clash! πŸ˜‰ #cmworld

@vegecomgirl

 

Thank you for having me and such great conversations! Gotta jet! #CMWorld

@stevedolson

 

@stevedolson @amywhiggins Only @merle will argue with you on that point. #CMworld

@SparkerWorks

 

A7: We try for a mix of both! There’s so many great thought leaders in the #contentmarketing space so it’s easy to find added value #cmworld

@CrowdContent

 

A8: not so much a tool, but a whip smart team that knows your content inside and out so they can think of ways to repurpose. #cmworld

@mewzikgirl

 

@CMIContent Awesome!! I’m in! #CMWorld

@MatchMaker_Inc

 

@jacobhenenberg hello, Jacob! #CMWorld

@CMIContent

 

A8: Do a content audit and gap analysis 1st. Look at metrics to see where you need to go next #cmworld

@amywhiggins

 

@danielerossi Always good to provide a problem and solution in content marketing. Stats and sources always make it stronger. #CMWorld

@EducationNews1

 

@ChristinKardos well said, well said. #CMWorld

@shadymansour

 

@hkwong @martinlieberman Of course! #CMworld

@SparkerWorks

 

A8: and then, once you start repurposing, a brilliant file storage/sharing system so people know what’s in the vault. #cmworld

@mewzikgirl

 

A8) You need a collection of content. Helpful tools for repurposing = tons of new SaaS options for images/infographics/video, etc. #cmworld

@ChristinKardos

 

@mewzikgirl A8: What do you do if your team is only 1? #cmworld

@amywhiggins

 

MT @mewzikgirl A8: once you start repurposing, a brilliant file storage/sharing system so people know what’s in the vault. #cmworld

@danielerossi

 

@amywhiggins To add to that, reach out to the audience for their feedback! You want to note the value in sharing & their activity #cmworld

@vegecomgirl

 

@stevedolson have a good afternoon, Steve. Thanks for joining us today! #CMWorld

@CMIContent

 

@GBalarin as someone who gets paid to write…no, it is most definitely not an honor. #cmworld

@tracibrowne

 

@amywhiggins @mewzikgirl Great question. We have a small team here too. #cmworld

@tracybb

 

A8: The main thing you need is good leadership who realizes that repurposing content can be a good thing. #CMWorld

@EducationNews1

 

A8. 1. Brand clarity. 2. Engagement skills. 3. Content creation ability. 4. Persistence. #cmworld

@kiporama

 

A8: We need better frameworks for a systematic approach I think. @KrnShrm did an awesome job with his matrix. But need more! πŸ™‚ #CMWorld

@MaelRoth

 

@amywhiggins @mewzikgirl Of course you ask me a hard question! Network with others (like on here) to get and share ideas. πŸ™‚ #cmworld

@mewzikgirl

 

@vegecomgirl @amywhiggins Great pt. Nothing says, “You’re valuable,” Like saying, “You’re valuable.” πŸ™‚ #cmworld

@ChristinKardos

 

@EducationNews1 @danielerossi Interesting. We love including input from experts and including other outside sources. #CMWorld

@ThinkSEM

 

@CrowdContent What advice would you share for those that have a hard time finding influencers? #cmworld

@amywhiggins

 

A8: A content audit, a Content Opportunity Report, and THEN a content/editorial/re-purposing calendar. #cmworld

@kmullett

 

As a matter of fact @amywhiggins we do! Just published a post today about influencer co-creation πŸ™‚ http://www.toprankblog.com/2014/11/seo-to-social-influencer-content/ #CMWorld

@toprank

 

A8: Analytics and an in depth understanding of your audience. Are you repurposing because you think it’s good or because they do? #cmworld

@jesephm

 

A8 a cocktail! #cmworld

@tracibrowne

 

@tracybb @CMIContent has a calendar of their upcoming #cmworld chats: http://contentmarketingworld.com/cmworld-twitter-chats/

@bibifatemeh

 

A8. We recently launched our content marketing platform, through which u can track your content campaigns w an editorial calendar #cmworld

@ClearVoice

 

@mewzikgirl πŸ™‚ Asking the hard ?s always helps. And yes, I love Twitter and the #ContentMarketing community for just that reason #cmworld

@amywhiggins

 

Listening can’t be done in Facebook groups where u can only c what people r saying if u’re a member of said group #cmworld

@danielerossi

 

@CMIContent apart from a laptop, i can say, a listening tool, a writing app/tool, my twitter favourites, evernote and @focusatwill #CMWorld

@shadymansour

 

A8. An interactive editorial calendar w/ data helps to repurpose relevant content that worked w/ your audience #cmworld

@ClearVoice

 

@ThinkSEM Experts and unbiased sources always add value. #CMWorld

@EducationNews1

 

@mewzikgirl Yes, please. What do you use? Need a vault so badly! Our CMS is it right now. #CMWorld

@LibbyMClark

 

@toprank that @amywhiggins, she brings all of our friends together! #CMWorld

@CMIContent

 

A8: Confidence that something applies to a new audience, reinforced by the initial research process. #CMWorld

@BridgerHowes

 

@danielerossi “Phony reviews” and unethical “brand journalism” is paving the way for that. Transparency is big. #CMWorld

@tsledzik

 

@amywhiggins did you just repurpose a cocktail?? @tracibrowne #cmworld

@jesephm

 

@amywhiggins @jesephm @tracibrowne I’ve had cocktails with bacon. These are the best cocktails the world has to offer. #cmworld

@ChristinKardos

 

@amywhiggins @mewzikgirl I use Google Docs to map out the plan, content, and who I’m assigning it to. #cmworld

@bibifatemeh

 

@amywhiggins @CrowdContent I would suggest they look into tools like @buzzsumo, @topsy, @klout, and others. #cmworld

@kmullett

 

@amywhiggins @mewzikgirl Pen & Paper for a quick notes, coffee to bribe your colleagues – work with sales & customer service #CMWorld

@palkoviz

 

@EducationNews1 Absolutely! A few heads are better than just one! We are all about collaboration. #CMWorld

@ThinkSEM

 

@LibbyMClark @mewzikgirl Eek! I never like using a CMS as a content vault. #somanyflashbacks #cmworld

@danielerossi

 

@LibbyMClark I wish I had a more sophisticated answer for you. Ours is a combo of our CMS, Marketing Automation AND SharePoint. #cmworld

@mewzikgirl

 

@ClearVoice True. an editorial calendar also helps to make sure you done drown your audience with the same message #cmworld

@amywhiggins

 

@jesephm @amywhiggins @tracibrowne And the bacon. We’re talking to an expert. πŸ™‚ #cmworld

@ChristinKardos

 

We’ll spend the last 10 minutes asking @amywhiggins questions on content repurposing. Ask questions now! #CMWorld

@CMIContent

 

A8 I would recommend using a DAM software to keep a historical inventory of all of your content. Great for larger organizations #CMWorld

@Beymour

 

So many metaphors in #CMWorld!!

@DallasAdGrad

 

@ClearVoice that’s a cool idea. But how can you make it really flexible when many work with spreadsheets ^^ #CMWorld

@MaelRoth

 

@tsledzik True! Glad you mentioned that. Just yesterday Bell Canada was caught posting fake reviews of its failing apps. #cmworld

@danielerossi

 

@ThinkSEM Yes! #CMWorld

@EducationNews1

 

@danielerossi @tsledzik Oooh! That’s not good. #cmworld

@ChristinKardos

 

A8: Evernote to consolidate all my repurposing ideas on a topic, from the outset I have an idea of how I want to repurpose #CMWorld

@KDADouglas

 

@palkoviz Thank you for mentioning sales and #Custserv – many content marketers forget that they are partners in creation #cmworld

@amywhiggins

 

@mikemyers614 @bridgerhowes Reminds me of the “slices of turkey” analogy that @JasonMillerCA used at #CMWorld in Sept.

@martinlieberman

 

A8: Expand the Number of Mediums – whitepaper, to blog post, to video, ebook. #cmworld

@PSEO_Inc

 

@KDADouglas YES! Love me some Evernote. #cmworld

@mewzikgirl

 

@DallasAdGrad We are really enjoying all of them! #CMWorld

@ThinkSEM

 

@mikemyers614 @kiporama ha! for sure! #CMWorld

@CMIContent

 

@martinlieberman @BridgerHowes @JasonMillerCA Exactly. #CMWorld

@mikemyers614

 

It’s science therefore need a large sample size, otherwise research is invalid…in other words, buy the magnum @ChristinKardos #cmworld

@tracibrowne

 

@amywhiggins are there any frameworks you’d recommend? #CMWorld

@MaelRoth

 

@kmullett awesome! #CMWorld

@shadymansour

 

@Beymour Tell me more… What’s DAM software? #CMWorld

@GBalarin

 

@kiporama Hey, a fellow Utahn in the #cmworld chat! πŸ˜€

@bibifatemeh

 

Since it’s Q and A time: @amywhiggins – can you mention or link a favorite repurposed piece of content? #cmworld

@ChristinKardos

 

@kmullett @CrowdContent @BuzzSumo @Topsy @klout Also try Traaker, @getLittleBird #CMWorld

@amywhiggins

 

@danielerossi @tsledzik No bueno. #CMWorld

@EducationNews1

 

@mewzikgirl @LibbyMClark That’s common – sometimes it’s dropbox too πŸ˜‰ #CMWorld

@palkoviz

 

@amywhiggins Pick and choose from some of these (and other) blogs and start laying the ground work!! —> http://contentmarketinginstitute.com/top-content-marketing-blogs/ #cmworld

@CrowdContent

 

#CMWorld gotta jet. Be nice to @amywhiggins. She rules. In other news, here’s an adorable puppy on my way out: http://twitter.com/andrewjcoate/status/537302847449092096/photo/1

@andrewjcoate

 

@amywhiggins @kmullett I am currently infatuated with BuzzSumo. It’s better than new shoes. #cmworld

@ChristinKardos

 

@MaelRoth Funny you ask. I have an article coming out with @CMIContent about that…#CMWorld

@amywhiggins

 

@palkoviz @LibbyMClark Exactly. Whatever it is, good folder structure and naming conventions for files are key. #cmworld

@mewzikgirl

 

Ducking out for the end of #CMworld, but thanks for an amazing chat everyone! That hour really flew by.

@SparkerWorks

 

@danielerossi that’s correct. instead, jump in Twitter. #CMWorld

@shadymansour

 

@ChristinKardos My own or others? #CMWorld

@amywhiggins

 

@ChristinKardos @amywhiggins @kmullett BuzzSumo was KEY to a huge influencer project we did in October. Love it. #cmworld

@mewzikgirl

 

@mewzikgirl @KDADouglas Did you see the new Evernote Stylus?!?! #cmworld

@vegecomgirl

 

@amywhiggins @jesephm @tracibrowne #cmworld #bacon http://t.co/xWffmgTCmh

@kmullett

 

@vegecomgirl @KDADouglas YES. #geekingout #cmworld

@mewzikgirl

 

@SparkerWorks thanks for joining us Sarah! #CMWorld

@CMIContent

 

@amywhiggins One of yours…. #cmworld

@ChristinKardos

 

@GBalarin It stands for digital assets management. Here’s a decent overview: http://www.widen.com/the-dam-basics/ #CMWorld

@Beymour

 

@ChristinKardos @kmullett Oh…that’s hard to beat. Is it better than bacon? #CMWorld

@amywhiggins

 

@mewzikgirl @KDADouglas I want to see how it measures up to LiveScribe #cmworld

@vegecomgirl

 

@MaelRoth That’s why we came up with http://t.co/eaRPzSEAiR, which allows you to manage your content campaigns in one place #CMWorld

@ClearVoice

 

@CrowdContent You #nailedit #CMWorld

@MatchMaker_Inc

 

@andrewjcoate happy to have you with us today! Have a good Thanksgiving if we don’t chat before then! #CMWorld

@CMIContent

 

@CMIContent @amywhiggins hi Amy, how’s your content creation routine looks like? #CMWorld

@shadymansour

 

“A5 Content fatigue is a problem for a lot. Your channels shouldn’t be carbon copies of one another. Freshness is key.” @Beymour

@geekyquote

 

@amywhiggins @kmullett Don’t get crazy. Nothing is better than bacon. But it’s ALMOST as good as bacon. I have no higher praise. #cmworld

@ChristinKardos

 

@amywhiggins Definitely. It helps to see the whole picture when developing content strategy. #cmworld

@ClearVoice

 

@GBalarin Also provide value for them. All about balance πŸ™‚ #cmworld

@CrowdContent

 

@mewzikgirl @LibbyMClark In the end, excel spreadsheet with links works too as long as it is agreed across the company #CMWorld

@palkoviz

 

@creativeoncall Thx, Chuck. #cmworld

@kiporama

 

@tracibrowne @amywhiggins @jesephm of course. It is audience specific. #CMWorld πŸ™‚

@kmullett

 

@kmullett @amywhiggins @jesephm @tracibrowne There it is. #CMWorld

@mikemyers614

 

@amywhiggins @ChristinKardos @kmullett There’s that word, again, BACON! cc: @kilby76 . #CMWorld

@EducationNews1

 

@KDADouglas i do this. πŸ™‚ #CMWorld

@shadymansour

 

I haven’t @vegecomgirl now I’m intrigued I must Google it πŸ™‚ #CMWorld

@KDADouglas

 

@amywhiggins I really like this approach (from @KrnShrm I mentioned earlier) http://blog.linkbird.com/en/strategies/content-repurposing-as-competitive-advantage/ #CMWorld

@MaelRoth

 

Have to jump…have a great thanksgiving U.S. friends…to everyone else…have a…Thursday…meh #cmworld

@tracibrowne

 

.@amywhiggins If I use public tweets for marketing materials, do I need to ask permission from the tweeters? best practice? #Cmworld

@Nancy_Uy

 

@kmullett @amywhiggins @jesephm @tracibrowne you all are making us hungry! #CMWorld

@CMIContent

 

Gotta bounce. Thanks for hosting another brilliant hour, @CMIContent. Thanks to all for making me smarter! #cmworld

@mewzikgirl

 

@ChristinKardos Sure. Check out this Slideshare and it’s blogs + other SS http://www.slideshare.net/Concur/ignite-change-become-a-hero #CMWorld

@amywhiggins

 

@tracibrowne happy Thanksgiving, Traci! #CMWorld

@CMIContent

 

@CMIContent because I am hungry. @amywhiggins @jesephm @tracibrowne #cmworld

@kmullett

 

US Thanksgiving is the ultimate content production holiday. #NotSoGreatForTurkeys #HappyThanksgiving #cmworld tweeps!

@kiporama

 

Great! Thanks. πŸ™‚ MT @amywhiggins Check out this Slideshare and it’s blogs + other SS http://www.slideshare.net/Concur/ignite-change-become-a-hero #cmworld

@ChristinKardos

 

#CMworld thanks so much for a great chat and happy Thanksgiving!

@moveo

 

A8: Been experimenting with @bundlr @scoopit and @LearnistTweets for content repurposing #cmworld

@PSEO_Inc

 

I gotta bounce, too. Another great chat with new learnings. Happy Thanksgiving to the Americans here! #cmworld

@danielerossi

 

@mewzikgirl it went by so quickly! Thanks for spending time with us today! #CMWorld

@CMIContent

 

@Nancy_Uy Technically no. But I also do. It’s just nice to make connections #CMWorld you can also tweet them afterwards

@amywhiggins

 

Lovin’ the use of graphics, gifs, and slide shares in the #cmworld convo this week!

@CrowdContent

 

@danielerossi have a great day! #CMWorld

@CMIContent

 

@kmullett This is SO true! #socialmedia is a free tool but without #strategy and purpose can cause social bankruptcy #CMWorld

@MatchMaker_Inc

 

I’m glad to be a part of this group today. Learned quite a bit. I need to go back through b/c of so much good info. Thank everyone #cmworld

@UjimaMagazine

 

Huge thank you to @amywhiggins & @cmicontent for a great #cmworld chat. Wonderful tips as I’m preparing my 2015 content plan!

@EducationNews1

 

Great #CMWorld chat! Here’s my self-promo – I am looking for a #socialmedia marketing job. If you know of any, send them my way! #JobForVic

@bibifatemeh

 

@CMIContent @crestodina Periodic Table is MOST excellent, Andy! #CMWorld

@kiporama

 

@moveo thanks for sharing your thoughts with us today! #CMWorld

@CMIContent

 

@shadymansour @CMIContent Oh boy…I need more room than 140 characters #CMWorld

@amywhiggins

 

I’m going to head out too. Have some articles that need editing. Great first #CMworld chat for me!

@DallasAdGrad

 

This was a totally useful hour!! Got some great ideas from you all. Thanks, @CMIContent and @amywhiggins – learning has occurred. #cmworld

@ChristinKardos

 

Great to connect with @kiporama and @ancitasatija at today’s #cmworld! Hope everyone has a happy Thanksgiving!

@bibifatemeh

 

@bibifatemeh same to you! #CMWorld

@CMIContent

 

@ancitasatija Likewise, @bibifatemeh! #cmworld

@kiporama

 

@ChristinKardos always great to have your insights πŸ™‚ #CMWorld

@CMIContent

 

@PSEO_Inc be careful sending people to @scoopit not the real article. No value in extra click for users. @bundlr @LearnistTweets #cmworld

@kmullett

 

@DallasAdGrad welcome to the #CMWorld community! Hope to see you again soon!

@CMIContent

 

Thanks everyone for joining! Pls tweet me anytime if you have #contentmarketing questions #cmworld

@amywhiggins

 

@EducationNews1 good luck with the job search! #CMWorld

@CMIContent

 

Thanks to @amywhiggins for joining us on our #CMWorld chat today! As we produce more content, repurposing is so important!

@CMIContent

 

@CrowdContent we loved it too! Great chat today! #CMWorld

@CMIContent

 

Thanks @amywhiggins and @CMIContent for another great chat! Happy turkey day! #CMWorld

@mikemyers614

 

@shadymansour @kapost Do indeed. @andrewjcoate can help you with it as well #CMWorld

@amywhiggins

 

Free webinar: Communication Trends for 2015 with @MarketResearch_ @Robert_Rose Register now! 12/3: http://prn.to/14dewuS #cmworld ^ck

@PRNewswire

 

Free webinar: Communication Trends for 2015 with @MarketResearch_ @Robert_Rose Register now! 12/3: http://prn.to/14dewuS #cmworld ^ck

@prnevents

 

@mikemyers614 have a good holiday, Mike! #CMWorld

@CMIContent

 

Join us every Tues for #CMWorld twitter chats! Next wk @rickshort21 talks about structuring your #blogging program. http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

Thanks @CMIContent and @amywhiggins for an interesting hour (and everyone else)! #CMWorld

@palkoviz

 

@kiporama Thank you, Kip! And thanks for sharing it, @CMIContent. It may be time to update it… #CMWorld

@crestodina

 

@amywhiggins fast and furious hour. So glad you could spend it with us! #CMWorld

@MoninaW

 

Find more info on the amazing @amywhiggins, visit http://about.me/amywhiggins #CMWorld

@CMIContent

 

@amywhiggins @CMIContent mmm maybe sharing an old post, future post…