Content Built for Intentional Repurposing: A #CMWorld Chat Recap with Lee Odden

You’re likely thinking about repurposing your content and trying a few approaches, but if you are looking to improve, this recent #CMWorld Twitter chat with Lee Odden was for you.

Join Lee at Content Marketing World when he presents Participation Marketing: How to Co-Create, Optimize, & Socialize Content with Influencers. And be sure to visit our SlideShare page to see our #CMWorld eBook series that Lee and the TopRank team produced.

Were there tweets you wanted to retweet, respond to or favorite from this week’s chat? Visit this Storify link.

Q1: Chicken or egg? What comes first – content or distribution strategy? Is it always the same? #CMWorld

A1. I think content marketing strategy is first: Why, Who, What. Then comes where. Distribution must be part of planning.  #cmworld
@leeodden

A1. Too many marketers do this: “On the day of publishing, where should we promote this great content?” #fail  #cmworld
@leeodden

A1 Strategy should come first, but if you repurpose old content, than it can come second. So… it depends. #cmworld
@tulipstrategies

I like to start with a blog post and then repurpose that content on other channels. #cmworld
@CTrappe

So true #CMWorld  https://twitter.com/leeodden/status/610840763258290176
@CMIContent

Huzzah! Thanks, Martin. I didn’t do much besides shout. #CMWorld  https://twitter.com/martinlieberman/status/610840316631994369
@AnOrchidInBloom

A1: Distribution. Your content will be created from the audience insights and where you’ll be distributing said content. #CMWorld
@jasondominy

A1: Audience comes first – always! #cmworld
@ardath421

A1: Distribution comes with the content itself. But every new piece of content is a new project in itself.. plan distribution ahead #CMWorld
@MaelRoth

A1: Content strategy typically, but if the distribution strategy is cast in stone i.e media pre-booked then vice versa #CMWorld
@KDADouglas

A1. As @mitchjoel says in http://cmi.media/thestar “Content distribution is king & queen. Both are important, also not the same. #CMWorld
@leeodden

I’m done. #CMWorld  https://twitter.com/ardath421/status/610840915679309824
@mikemyers614

A1: @CMIContent They should come at the same time for an effective strategy #CMWorld
@KPena8

A1. I think content and distribution strategies can happen simultaneously. You can build content for specific channels… #cmworld
@dwheeler11

I think content comes first. You don’t always distribute content the same way depending on copy & audience. #CMWorld https://twitter.com/CMIContent/status/610840529656418305
@flinds

A1: I think it varies. Sometimes, there is already existing content to update & repurpose for distribution. #cmworld
@iamgiarose

@AnOrchidInBloom Every little bit helps. We need jocks and athletic supporters. #cmworld
@martinlieberman

Great discussion around Content built for intentional repurposing with @leeodden in #CMWorld right now!  https://twitter.com/leeodden/status/610840707251761152
@UnionMetrics

@CMIContent A1: sometimes the start of an idea comes from a content piece or distribution avenue but it all leads down the same rd #CMWorld
@heatherAtaylor

@gonztweets Sometimes a content idea comes to me and I try to see if it fits within strategy #cmworld
@danielerossi

A1. Obviously it is VERY important to know exactly who you’re creating for before creating anything. #cmworld
@gonztweets

A1: Love the chicken/egg question. #contentstrategy has to come first or there’s nothing to promote (and no one to promote it to) #CMWorld
@mikemyers614

A1 con’td: Other times, you’re working from scratch. I think though that the best content comes with proper planning & targeting. #cmworld
@iamgiarose

A1: Trick question – defining your target audience and their interests and online hangouts comes first, then content & distribution #cmworld
@cloudpeeps

A1: While they go hand in hand, figuring out the target demographics and trends for those markets should some first #cmworld
@opensponsorship

@leeodden same here in my experience. But maybe companies should first experience that distribution is vital (and that hurts) #CMWorld
@MaelRoth

It doesn’t have to be set in stone, but it’s good to have an idea of distribution strategy when creating content. #CMWorld
@ActualKats

@CTrappe Definitely the blocking and tackling format for repurposing #CMWorld
@leeodden

@danielerossi happens to me all the time! #cmworld
@gonztweets

A1 Content comes first. You don’t need distribution if you have nothing to distribute. But both are part of overall strategy. #cmworld
@martinlieberman

@martinlieberman @AnOrchidInBloom Isn’t that the same thing?  🙂 #CMWorld
@mikemyers614

READ THIS #CMWorld  https://twitter.com/intercom/status/610838032191758336
@urbancali

I write all my content for a guy in Winnipeg named Franklin. He love hot Cheetos. then I repurpose the hell out of it. #cmworld
@BrandedCartoons

Agreed! #cmworld http://twitter.com/ActualKats/status/610841350578245632
@iamgiarose

A1: Content first. You can estimate the distribution strategy, but w/o understanding the content strategy you can’t finalize #CMWorld
@Mr_McFly

What he said :o) MT @leeodden: A1. Content strategy first: Why, Who, What. Then comes where. Distribution must be part of planning #cmworld
@renepower

Plays to format > MT @ActualKats: it’s good to have an idea of distribution strategy when creating content. #CMWorld
@ardath421

@CMIContent @Twel5 @Mr_McFly I wonder what that would look like under 140 characters.  #cmworld
@Marketwired

@BrandedCartoons flaming hot Cheetos reference early in the chat. New record perhaps? #cmworld
@CMIContent

@mikemyers614 @AnOrchidInBloom I definitely consider myself more one than the other. 😉 #cmworld
@martinlieberman

@gonztweets Glad I’m not the only one 🙂  #cmworld
@danielerossi

[email protected] exactly! Knowing and studying the market and how to tend to it makes everything easier #cmworld
@opensponsorship

@CMIContent I can’t say that I’m against it….as long as I’m credited. Lol. #CMWorld
@Twel5

This! Then continue to refine content / strategy along the way. #cmworld http://twitter.com/cloudpeeps/status/610841257393410048
@gonztweets

@jasondominy I do think understanding the audience is key but you also need to understand the content white space for the op #CMWorld
@heatherAtaylor

A1: I agree with @martinlieberman. Need content 1st, but a strategy is needed for content & distribution. #cmworld https://twitter.com/CMIContent/status/610840529656418305
@AJutah

@dwheeler11 @AnOrchidInBloom The pun was definitely intentional. 😉 #cmworld
@martinlieberman

@Marketwired @CMIContent @Mr_McFly If we got everyone to do it, we could really freak out some feeds. #cmworld
@Twel5

A1. I like to say:  great content isn’t great until it’s discovered, consumed and shared (or acted on).  #cmworld
@leeodden

With that being said, it varies. NOTHING is cut and dry in the marketing industry. There are always variables. #CMWorld
@flinds

@Marketwired @CMIContent @Twel5 we simplify by saying: GaryJ.Nix! #CMWorld http://t.co/6U3kRFCAuC
@Mr_McFly

.#CMWorld AKA Look what just showed up in the mail! http://t.co/DmFBryjhRk
@bendgibbons

Yep, got to have both! #CMWorld  https://twitter.com/leeodden/status/610841852028284928
@mikemyers614

@heatherAtaylor If you don’t know where you’d putting said content, you can’t properly create relevant content for that audience. #CMWorld
@jasondominy

@CMIContent A1: content should be informed by what is circulating w/ audience. So distribution informs content development. #CMWorld
@hanelly

Q2: All content is not equal. What makes certain content better for repurposing? #CMWorld

@Mr_McFly @Marketwired @CMIContent I want my Diddy reference or nothing at all. #CMWorld
@Twel5

@gonztweets Exactly! if you don’t know who you’re targeting, you’ll never be able to learn how to adequately gain their retention #cmworld
@opensponsorship

@heatherAtaylor I’m going to try to be nice today. @CMIContent still thinks I’m innocent… #CMWorld
@Mr_McFly

With new content, failing to create a launch plan is planning to fail. – @amywhiggins of @zendesk http://www.slideshare.net/CMI/making-content-marketing-the-star-of-your-marketing-a-content-marketing-world-e-book #CMWorld
@monicalnorton

Create Once Publish Everywhere. #cmworld
@CTrappe

@opensponsorship couldn’t agree more 🙂 #cmworld
@gonztweets

A2: Depth of original content will enable more pivots or spins #cmworld
@ardath421

@leeodden “the best content creates conversations” – @JasonMillerCA (not necessarily online) 🙂 #CMWorld
@MaelRoth

A2: Repurposed content is best when it’s still relevant to the audience’s needs and your strategy #cmworld
@danielerossi

A2 Does it emotionally resonate with multiple groups of people. If so, repurpose! #cmworld
@Twel5

@CMIContent @martinlieberman  @AnOrchidInBloom headed where any chat with me usually goes – I’m an influencer 😉 #cmworld
@dwheeler11

A1: Not keen on the phrase, Content is King. Content is important but your audience and customers take priority. Strategy is first! #cmworld
@getsimplexity

#cmworld build your audience & work out how to reach them, find out what interests them, create timely, expert-led, relevant content!
@Chrisg_Passle

A2: Most marketers repurpose after the main content is created.  Planning up front all the pieces makes a huge difference. #cmworld
@JoePulizzi

A2. I think modular content is most amenable to repurposing. The best repurposing is actually a form of personalization. #CMWorld
@leeodden

A2: Alternatively, shallow content can allow for expansion if a topic takes flight with audience #cmworld
@ardath421

@CMIContent A2 the best content is a personal example story. Live the experience. Share the moment #CMWorld
@katairobi

@CTrappe not a fan of this one 🙂 Content has to be native to a channel #CMWorld
@MaelRoth

A2: #content repurposing takes planning. Let your creative team know that’s what you’re doing upfront. They will have ideas. #CMWorld
@mikemyers614

@leeodden Do you mean personalizing it to the audience type? I always enjoy that. #cmworld
@danielerossi

The more Cheetos dust your content has on it, the more you’ll be able to distribute it.  #cmworld
@BrandedCartoons

This planning up front thing is generally a good idea. True for content strategy, distro strategy, etc. #CMWorld https://twitter.com/JoePulizzi/status/610842306913169408
@ActualKats

@BrandedCartoons Darn it. None of my content has Cheetos dust. #cmworld
@danielerossi

@jasondominy of course! But I meant the themes of the content rather than the tactical execution. #CMWorld
@heatherAtaylor

A2: Content needs to be useful from the start. Can get mileage out of something that works across channels. #cmworld https://twitter.com/CMIContent/status/610842036330106880
@AJutah

A2. FYI, here’s the lowdown on a modular approach to content planning & repurposing: http://tprk.us/1ek8cXO #cmworld
@leeodden

@danielerossi @BrandedCartoons messy cleanup lol #cmworld
@CMIContent

A2. If you can write about it, you could narrate the piece on audio, further discuss on Periscope, create a visual for it, etc. #cmworld
@gonztweets

A2: What you repurpose should revolve around: are we helping them? Is it worthwhile? Is it relevant? Audience comes first #CMWorld
@AppleBoxStudios

A2. Content repurposing can be as simple as tweaking pieces to reach your audience in the form they prefer on different platforms #CMWorld
@UnionMetrics

A2: Compelling content w/ wide relevance & repeated value. Some of your content can & probably should be used as a reminder. #CMWorld
@Mr_McFly

@CMIContent @BrandedCartoons Have you ever seen an orange keyboard? 😉 #cmworld
@danielerossi

[email protected] what do you mean by modular content? #CMWorld
@KDADouglas

Is it relevant? Is it timely? Is it addressing a need/want of your audience(s)? If so, it’s probably worth re-purposing. #cmworld
@iamgiarose

Favorite and bookmark this #CMWorld https://twitter.com/leeodden/status/610842724368031746
@CMIContent

@heatherAtaylor Yes, themes perhaps, but not the actual content. Good question, though. #CMWorld
@jasondominy

@iamgiarose Both plays different role in different situation…But most of the time content plays better one. #cmworld
@ankit1989

Well put. #CMWorld  https://twitter.com/iamgiarose/status/610842826625187840
@ActualKats

A2: Any content that you can add personalization to further target your audience’s wants and needs. #CMWorld
@flinds

@CMIContent A1: Content first b/c style & length of content determine most applicable audience & distro. #CMWorld https://twitter.com/CMIContent/status/610840529656418305
@SamCBays

A2: Repurposing for different audiences, markets, countries or if you know your personas/ demographics, by preferred content type #cmworld
@renepower

A2. A large content asset like an eBook, report, video, event can be broken down ala “hub & spoke” style. #cmworld
@leeodden

@Mr_McFly Reminder is key. Social nets are very noisy. #cmworld
@danielerossi

A2. Content that lends itself to repurposing is evergreen, robust, high-quality, and without too many specific dates, names, etc. #cmworld
@Marketwired

@danielerossi @BrandedCartoons wouldn’t surprise us if @JoePulizzi had one… #TeamOrange  #cmworld
@CMIContent

MT @JoePulizzi: A2: Most marketers repurpose after the fact.  Planning up front all the pieces makes a huge difference. #cmworld
@ardath421

Updating older pieces to meet new platform specifications is also a form of repurposing, if value is there #CMWorld https://twitter.com/iamgiarose/status/610842826625187840
@UnionMetrics

@danielerossi My friend, Franklin has an orange keyboard? 😉 #cmworld
@BrandedCartoons

A2. The more information you have, the easier it is to repurpose. Easier to repurpose content from a whitepaper than from a tweet.  #cmworld
@dwheeler11

Content with depth and relevance to your audience makes the best for repurposing, ie, studies, reports. #cmworld https://twitter.com/CMIContent/status/610842036330106880
@CrowdContent

@CMIContent @danielerossi @BrandedCartoons @JoePulizzi will there be an #OrangeParty at #CMWorld15? #CMWorld
@Mr_McFly

@leeodden @BrandedCartoons And a new twitter chat is born #Cheetosdust. I wonder if the Cheetos’ comm mgr will join us? 🙂 #cmworld
@danielerossi

@Mr_McFly @danielerossi @BrandedCartoons @JoePulizzi every day is an orange party at #CMWorld!  #cmworld
@CMIContent

@BrandedCartoons @danielerossi Is anyone else picturing Franklin the turtle? #CMWorld
@mikemyers614

A2 The bigger the “rock” the more pebbles you can create from it. #cmworld
@martinlieberman

@MaelRoth still reformat for channels. #CMWorld
@CTrappe

Be sure you’re creating content of value for all of your audiences, not just the most obvious ones! #CMWorld  https://twitter.com/renepower/status/610842942954147840
@UnionMetrics

@AJutah A2 Content should be beyond plagiarism and in the reach of all its would be customer. #cmworld
@ankit1989

We can’t be married to specific channels to truly Create Once and Publish Everywhere. #cmworld
@CTrappe

So important… #CMWorld https://twitter.com/CTrappe/status/610843330881159168
@Mr_McFly

A2: repurpose it for your brand. add a comment & keep it relevant #CMWorld  https://twitter.com/CMIContent/status/610842036330106880
@CrochetMichele

A2: Best evergreen content is platform/network agnostic or pertains to reoccurring client/customer Q. #CMWorld https://twitter.com/CMIContent/status/610842036330106880
@SamCBays

[email protected] Right on, it’s all about analyzing the reception of content from markets and catering to their preferences #CMWorld
@opensponsorship

A2: Any content that will be repurposed needs depth & ideally multiple themes/data points you can pull out for different angles  #cmworld
@heatherAtaylor

@CRSchaible @ardath421 agreed! It must be “meaty” and present lots of avenues for taking the piece in a new direction.  #cmworld
@Marketwired

Is posting the same content on different channels considered repurposing? That’s not my definition. It’s distribution… #cmworld
@ardath421

Q3: Are there tools/software that help you map out the repurposing plan for a piece of content? #CMWorld

And this lady knows what she’s talking about!#iKnowHeatherTaylorIRL#CMWorld  https://twitter.com/heatherAtaylor/status/610843445410799616
@Mr_McFly

Hey @chestercheetah we’re calling your name over here at #CMWorld in the name of #cheetosdust  https://twitter.com/danielerossi/status/610843203659530240
@leeodden

@CrowdContent agreed! depth is important here. juicy content deserves to be repurposed. #cmworld
@gonztweets

@jasondominy we are definitely on the same page 🙂 #CMWorld
@heatherAtaylor

@dwheeler11 Unless of course, you take twitter chats such as this one. #CMWorld
@CrowdContent

@opensponsorship Exactly! #CMWorld
@UnionMetrics

A2: It’s all about creating content that can be repurposed. Have an idea of how it can be reused or broken down before you start. #cmworld
@cloudpeeps

A2. Also, micro content like social shares: stats, quotes & tips can be assembled modularly to a larger asset like blog posts.   #cmworld
@leeodden

A2. And for ideas, here are 5 creative ways to repurpose content: http://tprk.us/1cSf2mw #cmworld
@leeodden

A3: I use @Trello to plan out repurposing content – goes with my editorial calendar #cmworld
@ardath421

A3: I suppose analytics is a start. #cmworld
@danielerossi

A3 I like @CoSchedule for when I’m planning to share a piece of blog content in multiple ways. #cmworld
@Twel5

So far: create really, really good content for people and make sure we know where to put so they’ll see it.  #cmworld
@BrandedCartoons

A2: Repurposing is pinnacle as consumers can respond to content differently depending on location and other variables #CMWorld
@opensponsorship

@CMIContent 1. If it’s resonating well 2. If it can translate to other platforms without losing the integrity of the post #CMWorld
@KPena8

A2: Long form content is better for repurposing. Short form or ‘snackable’ content is better for day to day updates #CMWorld
@stephcanarte

Checking in late for #CMWorld (High vol.) A2. Start with examining best performing content. Universal themes that continue to inform.
@UXcelsior

A3. The human brain is the most valuable tool for creatively interpreting what an audience wants into repurposing ideas 🙂  #CMWorld
@leeodden

Shh. Don’t tell anyone @Mr_McFly – I don’t want to lose my mystery status. Haha #CMWorld  https://twitter.com/mr_mcfly/status/610843585538355200
@heatherAtaylor

@ardath421 @Trello Same here! #CMWorld
@SparkerWorks

@leeodden Yes, a silly way of looking at content. Keep promoting it as long as it’s relevant. #cmworld
@joshmccormack

@iamgiarose If it is not entertaining the audiences then re-purposing will be right option #cmworld
@ankit1989

@BrandedCartoons That’s pretty much the entire social media degree program right there. Now to spread it out over 4 years. #cmworld
@danielerossi

Your up-to-the-minute report from #CMWorld https://twitter.com/BrandedCartoons/status/610843758259793920
@lindadessau

A3. But brains don’t always scale well, so mind mapping apps are handy: Coggle, Evernote+XMind, popplet for iPad #CMWorld
@leeodden

A3: I’m old school. I love Google Spreadsheets and Calendar for creating schedules. #cmworld https://twitter.com/CMIContent/status/610843557272752128
@AJutah

@ardath421 @trello going to try this out! thanks 🙂 #cmworld
@gonztweets

#boom #CMWorld  https://twitter.com/leeodden/status/610843862819450880
@CMIContent

Well-summarized. #CMWorld  https://twitter.com/BrandedCartoons/status/610843758259793920
@SparkerWorks

@SparkerWorks @ardath421 @trello Great minds and all that 🙂 #cmworld
@ardath421

@gonztweets Juicy content. Great descriptor! Yes, deserved to be repurposed #cmworld
@CrowdContent

A3. For managing content repurposing as a process, use GDocs, MS Excel, editorial cal tools: CoSchedule, DivvyHQ #cmworld
@leeodden

A3 Part of it is having having a strategic schedule. I use a similar schedule each time for disbursing content on dif platforms. #CMWorld
@AnOrchidInBloom

@CTrappe Yes! Here’s a good article on the COPE approach, http://www.programmableweb.com/news/cope-create-once-publish-everywhere/2009/10/13 #CMWorld
@MarciaRJohnston

@kilfrew here you go! http://j.mp/1GnKRgX #CMWorld
@CMIContent

@ankit1989 I don’t follow. If it’s not entertaining or engaging, why are you bothering to repurpose it? #cmworld
@iamgiarose

@stephcanarte Agreed! Long form content is easier to repurpose – in smaller chunks and even different formats #cmworld
@danielerossi

A3. There’s a great post on mind mapping for content marketing by CMI’s @michelelinn here: http://goo.gl/cbzDdZ #cmworld
@leeodden

@AJutah we love a good spreadsheet!  #cmworld
@CMIContent

A3: Trending monitoring tools such as AdStage or Google Analytics can aid in terms of social campaigns and viewing their reception #CMWorld
@opensponsorship

Yes! Good stuff from NPR… #CMWorld  https://twitter.com/MarciaRJohnston/status/610844110421753856
@mikemyers614

@CMIContent Just a good old content calendar #CMWorld
@KPena8

@AJutah I’m even older schooler than you: I use pencil and paper first 😉 #cmworld
@danielerossi

A3 Google Docs, basically. But would love to hear other suggestions for this #cmworld
@tulipstrategies

@ardath421 @CMIContent @trello I have to try this out. I keep hearing about troll #CMWorld
@CrochetMichele

@danielerossi That’s what I’m saying. Always have the same insights. We should just agree, move on to chatting about snack chips.  #cmworld
@BrandedCartoons

A3: I’m a big fan of the old school method of whiteboarding. :X #cmworld
@iamgiarose

A1: Sometimes content creation is really ideation. Subsequent versions in other formats are more fully developed. #cmworld
@joshmccormack

@CMIContent A3 Yes We can find Errors by drawing a flow chat and Discussing with panel on it #CMWorld
@ankit1989

@heatherAtaylor Agreed! #CMWorld
@jasondominy

@Haezers Yep! That’s what I’ve been doing with my Instagram content strategy. Learning what works, what doesn’t, who’s engaged. #cmworld
@gonztweets

@danielerossi @stephcanarte Long form content is easier to deconstruct, but you can go small to big too 🙂 #cmworld
@leeodden

hey @gonztweets how is your GA course going? #cmworld
@CrochetMichele

@opensponsorship What if I am still figuring out the right market? Should I shoot first, analyze later, then reiterate? #cmworld
@Haezers

Me too! #CMWorld  https://twitter.com/iamgiarose/status/610844352210993152
@mikemyers614

@iamgiarose @ankit1989  you can personalize it to entice your target audiences, add entertaining and relevant content #CMWorld
@flinds

[email protected] The good ol’ noggin is always the most reliable source! #CMWorld
@opensponsorship

@ardath421 @leeodden we think we all do!  #cmworld
@CMIContent

@KPena8 @CMIContent What is Content Calendar? #CMWorld
@ankit1989

Sorry, #cmworld. I’m not actually around. At a #TeamMedTouch retreat. I saw @leeodden’s awesome topic and thought I’d schedule some Tweets.
@CTrappe

@Mr_McFly I agree. And planning everything before you write a word seems to suck the life out of the content. #cmworld
@joshmccormack

Agreed @martinlieberman @AnOrchidInBloom @mikemyers614! Now, I would love to see #CBJ hoist the Cup in #614 next June. #CMWorld
@bendgibbons

Index cards and a sharpie. Go analog and give your brain a chance. #cmworld
@BrandedCartoons

@cloudpeeps Work smarter etc. etc. =)#CMWorld
@UXcelsior

#A2 Make it evergreen and seasonal! Incorporate different perspectives. A blog is worth a thousand tweets/posts @CMIContent #CMWorld
@JessaH

@bendgibbons @martinlieberman @AnOrchidInBloom That. Would. Be. Awesome. #CMWorld
@mikemyers614

@CrochetMichele it’s great! Finished it up, but going to go through it once more to better absorb all the info. Thanks for asking! #cmworld
@gonztweets

@ardath421 @leeodden What are some of the best (or your favorite) apps for this? #CMWorld
@flinds

@CTrappe The truth comes out! #cmworld
@lindadessau

A3: Good old fashioned content calendar #CMWorld
@KDADouglas

Are there Oscars for this new @CMWorld eBook, Making Content Marketing the Star? Need an excuse to dress up. http://cmi.media/thestar #CMWorld
@amywhiggins

@iamgiarose haha, love this. I thought I was the only one. #cmworld
@gonztweets

#cmworld A3: Nothing beats the conference room, a 6 pack of good beer, and a whiteboard. content repurposing is a brain game.
@andrew_peron

@BrandedCartoons I totally see a Wrike comic here 😉 #cmworld
@danielerossi

@gonztweets Thanks! that is something that has been bothering me actually. Don’t want to be trapped in analysis paralysis. #cmworld
@Haezers

@iamgiarose YES!!!! I bought a roll of “white board wall paper” from amazon & turned a whole wall into a white board! YES #CMWorld
@CrochetMichele

@andrew_peron Can we make it 12? #CMWorld
@mikemyers614

@CrochetMichele @iamgiarose There’s such a thing? I gotta get my hands on a pack! #cmworld
@danielerossi

@CrochetMichele @iamgiarose there’s white board wall paper? Amazing. #cmworld
@CMIContent

Q4: Does repurposing need to be systematic? Is it better to see reactions to content before building out? #CMWorld

A3. I like to re- @buffer performing tweets. SOOO easy. #CMWorld
@UXcelsior

@iamgiarose To tell our motive in better way, If it hits in the dark it will work with less investment.  #CMWorld
@ankit1989

@gonztweets that’s awesome. I do that too with something I want to dive into – I will repeat the coursework to let it soak in #cmworld
@CrochetMichele

@CMIContent RIGHT?! #cmworld
@iamgiarose

@UXcelsior we have a lot of @buffer fans in the #CMWorld community! #cmworld
@CMIContent

@Haezers I feel you! I’ve been shaky with getting a blog up and running. I’m currently trapped in analysis paralysis for a blog! #cmworld
@gonztweets

@flinds @ardath421 @leeodden I use MindJet #cmworld
@ardath421

@leeodden thank you! I didn’t see that tweet! The #CMWorld feed is going so fast!
@flinds

A4. I think the best repurposing is personalization & that requires both planning & on the fly optimization based on interactions. #CMWorld
@leeodden459

@CMIContent A4. I like seeing reactions on different platforms first before you take a chance on others. #CMWorld
@KPena8

A4: You mean like a formula? Step 1, step 2, step 3? Nah, my brain doesn’t work that way sometimes.  #cmworld
@danielerossi

A2: Content that adds narrative to a larger content story #CMWorld
@KDADouglas

A4. Repurposed content as a checklist for reposting the same thing 12 ways, is not meaningful, it’s mechanical. #fail #cmworld
@leeodden

A4: Great #content still needs to have the human element. Plan ahead but stay involved. #CMWorld
@mikemyers614

@CMIContent I’ve seen offices with entire whiteboard walls! Super fun… just not to be confused for regular white walls 🙂 #CMWorld
@ActualKats

Yep! I’m all about the whiteboard. With pacing, and lots of hand talking. #CMWorld  https://twitter.com/iamgiarose/status/610844352210993152
@heatherAtaylor

@andrew_peron That sounds like a solid brainstorming session! #cmworld
@CrowdContent

@CMIContent A4 both – politician answer. you need a system, but also go with reactions #realworld #cmworld
@kilfrew

This!! #CMWorld  https://twitter.com/leeodden/status/610845223862714368
@stephcanarte

@iamgiarose YES! i love it. I am not even kidding it’s my happy place in my studio #CMWorld
@CrochetMichele

@leeodden A3  I’d say curiosity, empathy, news judgment, ability to connect the dots: Best tools to map out repurposing content. #CMWorld
@RobinJP

[email protected] let’s make it a case and call it a content party #cmworld
@andrew_peron

A4: ABT = Always Be Testing. Everything you do should have a hypothesis, test and a conclusion. #cmworld https://twitter.com/CMIContent/status/610845048226222080
@AJutah

@andrew_peron DONE. #CMWorld
@mikemyers614

@flinds @iamgiarose Agree with you…Before Re-purpose Just Find out…who would be your target customer or market.   #CMWorld
@ankit1989

@CrochetMichele @iamgiarose there’s also whiteboard paint if you want to go a step further! #CMWorld
@heatherAtaylor

A4. Customers care about different things & so repurposed content can express different meanings – that can be planned  #cmworld
@leeodden

A4: why would you repurpose something that didn’t resonate? You can plan ahead, but be flexible based on response #cmworld
@ardath421

Some brands need to be more systematic to ensure quality-control. But most would benefit from a fast-trigger spray approach. #cmworld
@BrandedCartoons

@CMIContent A4 I like to plan the repurposing into the base content creation, same team doing at once.  #cmworld
@SFerika

A4: Absolutely, repurposing must including gaining feedback in the early stages and adjustment #CMWorld
@opensponsorship

@CMIContent @buffer They’re great at building community; so many fan-advocates like me. The app is great too =) #CMWorld
@UXcelsior

@BrandedCartoons @danielerossi It’s all about the Cheetos Puffs for me. #CMWorld
@SparkerWorks

A4: Our favorite answer: “It depends”. Sometimes new info comes up that let’s you update and repurpose the content. #cmworld
@JeremyBednarski

“Progressive marketers are using print.” @JoePulizzi What now to learn more! http://videomarketingacademy.brightcove.com/detail/videos/interview-with-joe-pulizzi-founder-of-cmi/video/3984190671001/part-2:-interview-with-joe-pulizzi-founder-of-content-marketing-institute #CMWorld @CMIContent #videomarketing
@rteeley

I am not sure anything needs to be systematic. Always monitor and adjust accordingly…that’s the beauty of social! #CMWorld
@ActualKats

At some point, technology will help us make Create Once Publish Everywhere easier. Not there, yet. #cmworld
@CTrappe

A3 have you tried @Kapost #cmworld
@kilfrew

#CMWorld A4: the most effective content marketers are reactive, as well as proactive. make a plan, but know that it can (and should) change.
@andrew_peron

A3: not sure about tools for planning repurposing (excel, smart sheet, team gantt?) but go long form first #cmworld
@renepower

#CLE’s own, @CMIContent is hosting a twitter chat now about #repurposing content. So we’re repursing this: http://blog.clevelandplus.com/2014/09/23/the-ten-best-cleveland-experiences-for-content-marketing-world-attendees #CMWorld
@ClevelandPlus

@iamgiarose @CrochetMichele Might have to do that to our office! Our whiteboards are getting busy and there’s “PLO” everywhere! #cmworld
@CrowdContent

@UXcelsior @buffer I like to rebuffer *underperforming* tweets too – and see if they perform better at different times etc 🙂 #CMWorld
@MSLJim

@gonztweets Haha high five from here. Maybe that is why Friday is created, so we can just throw all the marketing rules and blog!  #cmworld
@Haezers

Puffs! Not in this house. We’re all about the Hot. @SparkerWorks @BrandedCartoons @danielerossi It’s all about the Cheetos Puffs . #CMWorld
@BrandedCartoons

A4. A combination approach works best – have a content repurposing plan, but weight responding to reactions more heavily #agility #cmworld
@dwheeler11

@SparkerWorks @BrandedCartoons @danielerossi it’s all orange so it makes us happy #cmworld
@CMIContent

@ankit1989 Oh I see. I was assuming that personas were already in place, that’s all. #cmworld
@iamgiarose

@SparkerWorks @BrandedCartoons Cheetos Puffs is way too emerging tech.   #cmworld
@danielerossi

A4. Create stuff. If the audience bites, consider repurposing! If not, refine strategy. Then create more. 🙂 #cmworld
@gonztweets

@CMIContent @SparkerWorks @BrandedCartoons You must be Dutch 😉 #cmworld
@danielerossi

@BrandedCartoons I have a notebook I scribble all over for this very reason. Screen break for eyeballs too. #CMWorld
@SparkerWorks

I think there should be a fluid checklist in place for basic principles, but repurposing requires personalization. #CMWorld
@flinds

MT @leeodden: A4. Customers care abt different things so repurposed content can express different meanings – that can be planned  #cmworld
@ardath421

[email protected] good point, brands must continue to stay responsive and genuine to their consumers #CMWorld
@opensponsorship

Q4: Does repurposing need to be systematic? Is it better to see reactions to content before building out? #CMWorld
@renepower

Great article on #CMWorld by chat regular @JeremyBednarski!  https://twitter.com/ClevelandPlus/status/610845752210751488
@CMIContent

Would LOVE to try it out one day for crafting. Oh yes! So many pins pinned on @Pinterest #cmworld https://twitter.com/iamgiarose/status/610845238794526720
@tulipstrategies

A4b: Test initial reactions, and then alter or continue your strategy based on the feedback. Works for repurposed & new content. #cmworld
@AJutah

@SparkerWorks @BrandedCartoons It’s also good to go for a walk when planning things out. #cmworld
@danielerossi

@danielerossi @SparkerWorks @BrandedCartoons Actually Puffs are the fax machine of the chip world.  #cmworld
@BrandedCartoons

#CLE’s own, @CMIContent is hosting a twitter chat now about #repurposing content. So we’re repurposing this: http://blog.clevelandplus.com/2014/09/23/the-ten-best-cleveland-experiences-for-content-marketing-world-attendees #CMWorld
@ClevelandPlus

@CMIContent A4 Yes, It has to be systematic because it is waste if it is not going in targeted direction or Aim #CMWorld
@ankit1989

A4. It’s helpful to gauge how your audience responds to a piece before offering more. Offering value requires being perceptive.  #cmworld
@Marketwired

Yes. Engage with your audience. Don’t count on the strategy to work without your real involvement #cmworld A4. https://twitter.com/leeodden/status/610845223862714368
@UXcelsior

A4: Should be systematic easier to manage, but there are always ops for real-time repurposing that should be pounced on #CMWorld
@KDADouglas

A4. Create stuff. If the audience bites, consider repurposing! If not, refine strategy. Then create more. 🙂 #cmworld http://t.co/DlyXOl1dPo
@gonztweets

A4: Repurposing one’s content should be covered in the strategy. There needs to be a reason(s) to redistribute better than “we can” #CMWorld
@Mr_McFly

“Progressive marketers are using print.” @JoePulizzi Watch now to learn more! http://videomarketingacademy.brightcove.com/detail/videos/interview-with-joe-pulizzi-founder-of-cmi/video/3984190671001/part-2:-interview-with-joe-pulizzi-founder-of-content-marketing-institute #CMWorld @CMIContent #videomarketing
@rteeley

@SFerika @CMIContent A4 New strategy from the beginning for the same purpose? #CMWorld
@ankit1989

A3 #CMWorld There’s always my Idea Tracker mind map for identifying repurposing possibilities http://contentmarketinginstitute.com/2012/08/dashboard-to-track-content-ideas/
@Rogercparker

A4: first you must understand yr business goals, then what yr audience wants/where they are, then you MUST test & learn w/ content  #CMWorld
@heatherAtaylor

[email protected] well said! #CMWorld
@opensponsorship

A2. Content that can be tied to current events (or previous posts) works well here (regardless of platform). #CMWorld @CMIContent
@CEStrategy

A4 You should schedule pushing out a message according to your own ‘best practices’ but monitor and adjust accordingly. #CMWorld
@Twel5

A4: Systematic repurposing is lazy. #cmworld
@renepower

@Mr_McFly Yes, but you do have to retain flex to be able to respond if something catches on, right? Well, all of your stuff does…#CMWorld
@mikemyers614

@CMIContent A4. Timing can have a big impact on content, so I will repurpose something at a different time before giving up. #CMWorld
@RobynGamboa

This > MT @Mr_McFly: A4: There needs to be a reason(s) to redistribute better than “because we can” #CMWorld
@ardath421

A4: Systematizing works well initially & frees up time to pivot & tweak in small ways throughout distro. #CMWorld https://twitter.com/CMIContent/status/610845048226222080
@SamCBays

Yes! Just a little tweak… “create cool stuff” … But yes! #CMWorld  https://twitter.com/gonztweets/status/610846160912146432
@ActualKats

YES!!! repurpose WITH purpose! #CMWorld  https://twitter.com/leeodden/status/610845223862714368
@CrochetMichele

Q5: What are some creative repurposing strategies that you’ve done or seen? #CMWorld

@mikemyers614 @Mr_McFly Like the time something of mine went viral in it’s own way. I was caught off guard but managed 🙂 #cmworld
@danielerossi

@renepower or, some might say overly strategic. #ContentMarketing is never a “set it and forget it” effort. #cmworld
@Marketwired

@martinlieberman Nice analogy, Martin #cmworld
@MarciaRJohnston

Thanks for repurposing that! That was a fun one to write! #cmworld https://twitter.com/ClevelandPlus/status/610846032155570176
@JeremyBednarski

@ardath421 @Mr_McFly Agreed– the repurposing should make the content accessible for additional audiences.  #cmworld
@SFerika

I repurposed one of our old blog posts into a lovely decorative pot.  #cmworld
@BrandedCartoons

A4. Timing can have a big impact on content, so I will repurpose something at a different time before giving up. @CMIContent #CMWorld
@RobynGamboa

@ActualKats haha, you read my mind. it wouldn’t fit within 140 characters! but yes, keep it cool. always. #cmworld
@gonztweets

@BrandedCartoons that’s one way to do it lol  #cmworld
@CMIContent

A4) Our existing content that has lots of interaction & engagement is a good indicator it will be repurposed. #cmworld
@CrowdContent

A5. Of course repurposing 101 is taking a large content asset & breaking it down: ebook to blog posts to social shares. #CMWorld
@leeodden

A5. Breakdown podcast into blog posts, vid clips, infographic like.  @jaybaer #CMWorld
@UXcelsior

[email protected] True, brands can’t forget to consider their economic and social goals and weigh them into their market outreach #CMWorld
@opensponsorship

A5. @Kapost has an example where they created 122 assets from 1 ebook. http://tprk.us/1FkJoE6 #CMWorld
@leeodden

A5: Research one topic then create content that resonates with different persona perspectives #cmworld
@ardath421

@BrandedCartoons that wouldn’t be a bad decor idea. Blog decor. #cmworld
@danielerossi

@CMIContent A5 I repurposed a CEO byliner into a fun SlideShare. http://t.co/cbXB5f6lX8? #cmworld
@SFerika

A4. I would say is part intuitive and part systematic. It requires analytics plus understanding the needs of the community. #CMWorld
@stephcanarte

A5: One of the best recent examples is the #JayToday series from @jaybaer. I think he gets eight pieces from that one video. #CMWorld
@mikemyers614

@SFerika we love a good @SlideShare!  #cmworld
@CMIContent

A5. At events I’ve seen presentations illustrated by an artist then photographed & compiled into an eBook or printed out. #cmworld
@leeodden

@mikemyers614 absolutely. I’m talking about having flexibility & reasons in your strategy. Some people forget that. #CMWorld
@Mr_McFly

@Mr_McFly Ah, with you. Thanks. #CMWorld
@mikemyers614

@tulipstrategies @UXcelsior @mikemyers614  two @jaybaer mentions in a matter of seconds!  #cmworld
@CMIContent

A4) Do what fits for you and your customers. That’s my five cents on this subject. #CMWorld
@ideakid88

Yep. And it’s all dependent on what source material is & who you trying to reach & why #CMWorld  https://twitter.com/leeodden/status/610846808017743872
@heatherAtaylor

@BrandedCartoons @danielerossi Good. More Puffs for me. #CMWorld
@SparkerWorks

A5. Classic: do a series of interviews 10 Q’s ea. 3-4 are the same for all. After the series post answers to each “same” Q as new.  #cmworld
@leeodden

I’m working with a client now to turn a series of cartoons into a SlideShare and a YouTube video. #cmworld
@BrandedCartoons

A5: How about repurposing content in business cards distributed during events? That’s something else 🙂 #CMWorld
@MaelRoth

Repurposing content doesn’t mean to send Tweets to Facebook directly. #cmworld
@CTrappe

Taking audio and video and breaking it into smaller, written pieces for the audience to consume #CMWorld  https://twitter.com/CMIContent/status/610846554480455681
@flinds

A5. I once came across a really juicy article. Very long. They made it easier for me to consume by embedding SoundCloud voice over. #cmworld
@gonztweets

A5. Re-purposing your existing content to your syndication partners based on their audiences #CMWorld
@Swanny_s

And sometimes even an infographic! #cmworld http://twitter.com/leeodden/status/610846808017743872
@iamgiarose

A5 Don’t always break big down into smaller pieces. Use smaller pieces of content to make something bigger too! #cmworld
@martinlieberman

@leeodden I love those types of illustrations- they’re brilliant! Who was the one at #CMWorld last year?
@lindadessau

@SparkerWorks @BrandedCartoons Develop that niche area and become an expert 🙂 #cmworld
@danielerossi

@BrandedCartoons we’d love to see it when its complete!  #cmworld
@CMIContent

Sometimes if the original post doesn’t get traction, whether it’s timing or distro strategy, a paid push can make a big difference. #CMWorld
@ActualKats

A5. Or try this. Modular Content: How to Repurpose Content Personalized for Target Audiences http://tprk.us/1GbLZAT #cmworld
@leeodden

@andrew_peron One in the same in this industry! 🙂 Always having fun and creating #cmworld
@CrowdContent

@BrandedCartoons Smart. Is it Cheetos? #CMWorld
@mikemyers614

A5. Turn a white paper into an Infographic. Hit the high points and make it easier to consume 🙂 BTW, HI EVERYONE! #cmworld
@vegecomgirl

Good call. #CMWorld  https://twitter.com/martinlieberman/status/610847257714368512
@mikemyers614

@danielerossi @BrandedCartoons Yes! I need to do more of this, despite the heat of the Texas summer. #CMWorld
@SparkerWorks

@MaelRoth seen someone promoting that recently @ebbwmedia #cmworld
@kilfrew

@Tinu Yeah, very smart. Good content deserves to be shared and re-shared. #CMWorld
@jfouts

Thank you! I think I just might! #CMWorld  https://twitter.com/CMIContent/status/610846895284559872
@Elite_VS

A5. I like to create a tagged library of stats, examples, quotes, tips. Use in larger content assets, compile into list posts.  #cmworld
@leeodden

A5 Repurpose blog posts on #startups #branding #marketing into visual graphics featuring tips for one #cmworld
@tulipstrategies

@mikemyers614 🙂 #cmworld
@martinlieberman

@lindadessau @leeodden Loved @kellykingman illustrations. #cmworld
@SFerika

A5: I’m sure I’m not alone in seeing content repurposed into an actual event… #CMWorld
@Mr_McFly

A5. @JasonMillerCA’s blogging food groups is very creative! http://www.slideshare.net/SearchEngineJournal/jason-miller (slide 18) #cmworld
@Marketwired

A4 ‘What’ is the reason for the repurpose needs to be established first then apply the necessary tools to accomplish it. #CMWorld
@M_chelleJH

@CMIContent @iamgiarose oh yes BEST THING EVER!!! #cmworld http://www.amazon.com/gp/product/B000F8XDXI?psc=1&redirect=true&ref_=oh_aui_detailpage_o03_s01
@CrochetMichele

@SparkerWorks @BrandedCartoons Frappuccino anyone? 🙂 #cmworld
@danielerossi

Great point. Repurposing is NOT just linking a blog post or content across multiple channels. Add to it. #CMWorld  https://twitter.com/CTrappe/status/610847226739486720
@flinds

A5:  I repurpose content by experiences, events or breaking news stories, updates #CMWorld
@connieurway

A5 Turning tweets into songs. That’s having fun with content marketing #CMWorld
@stephcanarte

@iamgiarose @CMIContent I’m just glad I am not the only one who is stoked about this!! you are MY people! #cmworld
@CrochetMichele

I wish. They told me to stop hanging around in their lobby. @mikemyers614 @BrandedCartoons Smart. Is it Cheetos? #CMWorld
@BrandedCartoons

@kilfrew @ebbwmedia i think it’s a fantastic idea #CMWorld
@MaelRoth

I love the illustrations. #cmworld https://twitter.com/leeodden/status/610847010141421568
@JeremyBednarski

i love me some infographics. #cmworld http://twitter.com/vegecomgirl/status/610847420201705472
@gonztweets

@leeodden The folks at @kapost practice what they preach Re: content reuse too. They see beyond the short term needs of content #CMWorld
@PeppersWrite

@gonztweets That’s awesome! I’ve been digging Twitter chats with live-stream like #H2Hchat & @iSocialFanz chats. #CMWorld
@UXcelsior

@stephcanarte have you seen this? Would love an example? #cmworld
@CMIContent

@stephcanarte haha! #cmworld
@gonztweets

A5. We just created an infographic from a research paper, and are planning a blog post and maybe a technical brief as well. #cmworld
@dwheeler11

@BrandedCartoons “I’m sorry sir, like I told you last week, we don’t offer samples…” #CMWorld
@mikemyers614

A5: I guess that I have repurposed some of my content by turning it into an infographic, which is something I have seen others do. #CMWorld
@Elite_VS

@gonztweets YUP! That love is hardcore 🙂  #cmworld
@vegecomgirl

@leeodden I want to get into this #cmworld
@danielerossi

@dwheeler11 Nice! #cmworld
@vegecomgirl

@CrochetMichele Oh helloooooo next purchase. #cmworld http://twitter.com/CrochetMichele/status/610847558693449728
@iamgiarose

@ActualKats @CMIContent RIGHT! loll not all white walls are for brainstorming, strategizing and mapping 🙂 (or are they?) #cmworld
@CrochetMichele

Using baseline Q’s. Great idea, @leeodden.. #cmworld  https://twitter.com/leeodden/status/610847199845556224
@CrowdContent

A5: Developing a blog post into a workshop at an event, I’ve done this on a few occasions as my thinking on a topic develops #CMWorld
@KDADouglas

Q6: Who on your team is in charge of thinking about repurposing? Marketing? Editorial? Both? Someone else? #CMWorld

@CrochetMichele Right?! Here I am thinking that my whiteboarding was a little ~too intense. Turns out I’m normal! #cmworld
@iamgiarose

@CMIContent @Adobe turning white papers into #podcasts read by actors #CMWorld
@cliftonchestnut

Some of the best repurposing I’ve seen is by @JasonMillerCA. His Big Rock is a great process for repurposing. #cmworld
@JeremyBednarski

I also love the idea of repurposing content offline. Infographics into posters, blogs into booklets, cats into tennis rackets.  #cmworld
@BrandedCartoons

@leeodden Although we have to be careful not to create complete #Nontent just because we want to repurpose… #CMWorld
@MaelRoth

A5 (a)  Twitter chats like these are inspirational for content  #CMWorld
@connieurway

#A5 #CMWorld @CMIContent for #client, @ClevelandPlus, we celebrated a year of guest blogging w/ a #facebook album: https://www.facebook.com/media/set/?set=a.10152613796801280.1073741830.389174001279&type=3
@JessaH

@UXcelsior @iSocialFanz me too! Adds flavor and context to the conversation. #cmworld
@gonztweets

@gonztweets I mean who doesn’t? #CMWorld
@CrochetMichele

@danielerossi @BrandedCartoons Iced coffee. Frapps are the poor man’s milkshake. #CMWorld
@SparkerWorks

@CMIContent A6 everyone – no-one has all the good ideas #cmworld
@kilfrew

@CMIContent A6. Creatives and digital strategists.  Usually strategists first since they are seeing analytics #CMWorld
@KPena8

@CMIContent Oldest rivalry by @MacLarenToronto is a brilliant example http://www.maclaren.com/work/oldestrivalry #CMWorld
@stephcanarte

Rich man’s @SparkerWorks @danielerossi @BrandedCartoons Iced coffee. Frapps are the poor man’s milkshake. #CMWorld
@BrandedCartoons

@connieurway In fact, @Storify is one way to repurpose Twitter chat content. Then blog posts, infographics, etc. etc. etc.  #cmworld
@vegecomgirl

A5: My own ebook was repurposed to blog posts, conference keynote, training events, social media posts and discussions #cmworld
@renepower

A5: Buzzfeed does a great job with repurposing content into quizzes, videos, longform, podcasts etc. #cmworld https://twitter.com/CMIContent/status/610846554480455681
@AJutah

@connieurway we couldn’t agree more! We use the ideas and insights from these chats! #cmworld
@CMIContent

A5: The time window to repurpose isn’t always instant. Build up good content to be ready to join current events conversations. #cmworld
@westwordrose

@CMIContent A6 the content marketing team is responsible for repurposing, and we encompass the editorial.  #cmworld
@SFerika

A5. We published http://cmi.media/thestar this week as an ebook. It will be repurposed as infographic, blog posts, social shares. #cmworld
@leeodden

@iamgiarose exactly!! It is always a happy day when we find more of our own. White boarding is a way of life #CMWorld
@CrochetMichele

Q6: Marketing mainly, but diverse opinions are always better, we try to get everyone involved #CMWorld
@opensponsorship

@opensponsorship def. So many people focus on comms goals but really it’s all re: business goals. What are you REALLY trying to do #CMWorld
@heatherAtaylor661

#A4 @CMIContent #CMworld we tagged guest bloggers in photos like this one of @phireman to reach a new demo http://t.co/XWbHRcJwuU
@JessaH

Really content repurposing is saying the same thing in different ways, formats, times. #cmworld
@danielerossi

A6. What’s a team? =)J/k…I’m managing the entire content experience where I work. But I’d love to collaborate on a team #CMWorld
@UXcelsior

A6: Me, both professionally & personally.  #CMWorld
@bendgibbons

A6. I think anyone with accountability to content marketing performance should be thinking about repurposing (& personalizing).   #cmworld
@leeodden

A6 Everyone can and should be involved. Even if the involvement is a quick ‘hey, thought this would be a great idea to try…” #cmworld
@tulipstrategies

A5) Repurposing needs to used with the same caution as a scalpel in surgery – must have a goal. Content is a tsunami already. #CMWorld
@ideakid88

A6: Anyone on the content and social team…SoMe, email, photo, video, anyone. #CMWorld
@mikemyers614

@UXcelsior lol  #cmworld
@CMIContent

Heard @JayBaer on a podcast – he uses his keynotes to test out ideas for a book – so scaling the other way #cmworld
@ardath421

A6: Everyone we don’t discriminate lol, best ideas win no matter where they come from but marketing manager has the final say #CMWorld
@KDADouglas

@connieurway I agree. I really find them inspiring & love to learn others’ methods and thoughts #cmworld
@CrochetMichele

A6: Well, we’re a small company with a marketing department of two, so it’s a tag-team effort to strategize. #cmworld
@iamgiarose

@ardath421 I think @unmarketing does the same thing – keynotes to book & book to keynotes #cmworld
@leeodden

Whomever has the most Cheetos dust must be the repurposer.  #cmworld
@BrandedCartoons

A6: I like asking for ideas and input from stakeholders outside of the team. They have a perspective that’s out of your pov. #cmworld
@danielerossi

MT @leeodden: A6 I think anyone w/accountability to content marketing performance s/b thinking about repurposing (& personalizing). #cmworld
@CarlaJohnson

A6. Marketing a.k.a me lol. But it really depends on the dynamic and strengths of each team #CMWorld
@stephcanarte689

A6) Who thinks about repurposing in our Co? Marketing & Sales helps big time. They have line of sight to what clients want to see. #cmworld
@CrowdContent

do you know @alispagnola because she can do this? She wrote a whole song on BitCoin. #truestory #cmworld https://twitter.com/stephcanarte/status/610847677354369024
@CrochetMichele

A6 There’s prob potential to get input for repurposing ideas from customers or clients. #cmworld
@tulipstrategies

A6: we’re lucky to be an #Experiential marketing team that crosses disciplines and frequently repurposes content from all teams. #cmworld
@westwordrose

@CMIContent A6: as a content strategist, I’m usually the one people come to with a piece of content. I get asked: What next? #CMWorld
@heatherAtaylor

@CMIContent content writing, designers, analytics to understand audience/competitors #CMWorld
@Swanny_s

@westwordrose Agree as real-time useful content is gold during an H2H interaction. #CMWorld
@ideakid88

@ardath421 David Sedaris does that, too. He strikes when people don’t laugh, reworks. @jaybaer #CMWorld
@AnOrchidInBloom

A6: EVERYONE #CMworld  https://twitter.com/CMIContent/status/610848072847880192
@JessaH

A6. Ehh, 2-man bootstrapped startup. Me, myself, and I. (And sometimes my partner, of course.) #cmworld
@gonztweets

A6:  Solopreneur #CMWorld
@connieurway

Same here! #CMWorld  https://twitter.com/iamgiarose/status/610848757622685697
@flinds

[email protected] agree it’s my favourite type of repurposing, seeing online content evolve offline is great! #CMWorld http://twitter.com/BrandedCartoons/status/610848099192414211
@KDADouglas

@CrochetMichele No, I’m not familiar with @alispagnola. I saw done in a campaign by @MacLarenToronto #CMWorld
@stjoseph

A6. Small marketing team here too for content creation, editing, & strategy. We consult with sales & engineering for input/ideas. #cmworld
@dwheeler11

@tulipstrategies exactly, delegating repurposing strictly to the same people may have stagnant results #CMWorld
@opensponsorship

@flinds I’ve read that small groups are often the most productive. Although a slightly larger group may produce more ideas. #CMWorld
@UXcelsior

Tweet Jukebox by @alphabetsuccess is amazing for helping to add/create/boost content. I swear by this! #CMWorld
@M_chelleJH

@CrochetMichele No, I’m not familiar with @alispagnola. I saw done in a campaign by @MacLarenToronto #CMWorld
@stephcanarte

Peeps with small marketing groups: feel free to look outside of marketing for ideas, too (you probably already do) #CMWorld
@mikemyers614

@heatherAtaylor @CMIContent It’s good they’re asking! Not just wanting you to keep starting from scratch. #cmworld
@lindadessau

Unfortunately I’m a one woman show here BUT I do have several ppl I collaborate with & kick ideas around. #cmworld https://twitter.com/CMIContent/status/610848072847880192
@CrochetMichele

A6. Brainstorming with your larger team (outside of marketing) is a great way to inspire new repurposing ideas. #cmworld
@leeodden

A6: We’re a brand digital agency and I’m new biz / marketing so I set the calendar, topics, focus & frequency. #cmworld
@renepower

Q7: What percentage of your content should be repurposed? Is there a magic number? #CMWorld

A6: Our strategists keep an eye on things, mostly to make sure Marketing, Editorial & PR & any other stakeholders play nice #CMWorld
@Mr_McFly

@CrochetMichele Plus the people on this chat 🙂  #cmworld
@leeodden

@UXcelsior The biggest marketing team I’ve worked on is of 7 smallest is 2. Pros and cons of both. I like small though. #CMWorld
@flinds

@CMIContent A7: I sense an “it depends” coming up soon… #cmworld
@lindadessau

@mikemyers614 Large marketing groups, too. You want to avoid being “stuck” in a “that’s how we do it here” kind of thing. #cmworld
@danielerossi

A5 Tweet Jukebox by @alphabetsuccess is amazing for helping to add/create/boost content. I swear by this! #CMWorld
@M_chelleJH

Then bring it back in for execution! =) #CMWorld  https://twitter.com/leeodden/status/610849561213554689
@UXcelsior

A7: Exactly 47.65. I’ve done the math. #cmworld
@BrandedCartoons

@lindadessau wonder who’ll say it first… 🙂  #cmworld
@CMIContent

@M_chelleJH @alphabetsuccess I am going to hold you to this and try it out. Thanks for the tip. #CMWorld
@ideakid88

@stephcanarte she’s hilarious and super talented. check her YouTube. she did a song on the most Googled word of the day #cmworld
@CrochetMichele

@BrandedCartoons well someone had to! #cmworld
@CMIContent

@BrandedCartoons To two decimal place. Impressive. #CMWorld
@mikemyers614

A7. Magic is for magicians! Optimal repurpose percentages depend on your resources, skills and audience demand. #hadtosayit #CMWorld
@leeodden

A7: It depends (hee hee @lindadessau) #cmworld
@danielerossi

Nothing in marketing has a magic bullet or magic number. #CMWorld  https://twitter.com/CMIContent/status/610849583996874753
@flinds

A7. Enough that you have breathing room & don’t miss opportunities to continue utilizing great content. But the # varies #CMWorld
@UXcelsior

A7: Not sure you can define repurposing by percentage of content – Repurpose what has legs with target audiences #cmworld
@ardath421

i don’t think there is a magic number, if your content is engaging and informative it has the credentials to be repurposed. #CMWorld
@Elite_VS

@BrandedCartoons interesting. I’ve come to the exact same conclusion.  #cmworld
@Marketwired

A7.  If you view content repurposing as personalization vs. simply for efficiency, up to 50% might be “repurposed”.  #cmworld
@leeodden

@CMIContent Brainstorming on content ideas would be a fun chat topic – albeit maybe hard with so many industries represented #CMWorld
@dwheeler11

@CrochetMichele I will! Thanks for pointing her out! #CMWorld
@stephcanarte

@CMIContent A6: I try to push everyone on our team to think about it as we work through promotions. I’ve got a great group! #CMWorld
@webmastergirl

@leeodden EXACTLY!! I was just saying I am always inspired on these chats & love the exchange of thoughts. it pushes me #cmworld
@CrochetMichele

A7: There is no magic percentage for repurposed content. The number will, however, fall between 0-100.#SomeSay3IsTheMagicNumber#CMWorld
@Mr_McFly

@flinds I worked on a team of 55, then moved down to two. Small is so much better. Red tape is gone. #cmworld
@iamgiarose

@CMIContent Don’t believe @BrandedCartoons. He does math using an abacus made out of Cheetos. #cmworld
@danielerossi

748
@CMIContent A7 There isn’t a percentage or magic number. It’s about how much value each specific piece of content has. #CMWorld
@AnOrchidInBloom

A6: Recommend to clients it is marketing led but drawing on FAQs, sales and technical feedback #CMWorld
@renepower

A7. Core topic + X derivatives for verticals, customer segments, buying stages, channels, media types = many, many options! #cmworld
@leeodden

@Mr_McFly so profound you are, sir!  #cmworld
@CMIContent

A7: This is the ‘art’ part of the art and science of #marketing No percentages, please. #CMWorld
@mikemyers614

@lindadessau @CMIContent ea piece of content, every customer problem is a puzzle to be solved. There’s never one size fits all 🙂 #CMWorld
@heatherAtaylor

@flinds Having little marketing team experience, I don’t have a solid opinion. Thx for sharing your exp with me! =) #CMWorld
@UXcelsior

#a7 I’m gonna say 100%… if the content is out of date – update and repurpose. #CMworld https://twitter.com/CMIContent/status/610849583996874753
@JessaH

@Mr_McFly hahahaha #cmworld
@danielerossi

@CMIContent A7 For high production content there should be repurposing strategy in place, for everything else its a wait and see #CMWorld
@KPena8

brilliant truth! #cmworld https://twitter.com/Mr_McFly/status/610850022016552960
@CrochetMichele

A7) The key here is not too much! While repurposing is often effective, too much repetition is never a good thing! #cmworld
@CrowdContent

A7: I think it depends. The real question is, how much value does it provide to the reader? #cmworld
@TugceOe

Q7: What percentage of your content should be repurposed? Is there a magic number? #CMWorld
@renepower

A7. 70-30, Just kidding. For me is about creating relevant content for the community weather is repurposed or not. #CMWorld
@stephcanarte

@iamgiarose Absolutely. You get more ownership and see more of your own ideas come to life. Daunting at times, but more fulfilling. #CMWorld
@flinds

A5: Watching @g_keillor repurpose a monologue or @prairie_home News from Lake Wobegon into a book. #CMWorld
@bendgibbons

A7: Successful content should be repurposed. Top 10 monthly posts in Analytics repurposed next month! #cmworld https://twitter.com/CMIContent/status/610849583996874753
@AJutah

A7. 70-30, Just kidding. For me is about creating relevant content for the community whether is repurposed or not. #CMWorld
@stephcanarte

@JessaH So you don’t think you’d ever need new content at all? #cmworld
@iamgiarose

A6 everyone should be involved! You never know what another person sees that you don’t! @CMIContent #CMWorld
@miro_cassetta

@CMIContent nope. All down to what works for your strategy. Or 3. So I heard from some fellow called @Mr_McFly #CMWorld
@heatherAtaylor

Spot on! #CMWorld  https://twitter.com/mikemyers614/status/610850164606111744
@AnOrchidInBloom

A7) Don’t believe in magic numbers but do believe in planned repurposing coupled with a dash of customization where needed. #CMWorld
@ideakid88

Best. community. ever! #CMWorld  https://twitter.com/leeodden/status/610850576688128001
@CMIContent

This is it! #CMWorld  https://twitter.com/ideakid88/status/610850614948560896
@stephcanarte

Trying to start a podcast. I’d like to try the re-purposing I mentioned before by @jaybaer I’ll let you know how it goes #CMWorld
@UXcelsior

A7. Great content marketing programs are a mix: repurposed, evergreen, curated & co-created content. http://tprk.us/VE7nxP #cmworld
@leeodden

A6: By default, customers, followers, our audience is the ultimate deciding factor – we just do the work. #cmworld
@M_chelleJH

@UXcelsior we’re big fans of podcasts. Good luck! #cmworld
@CMIContent

@KPena8 @CMIContent Agree, no magic number, but if you invest a lot of resources/budget creating, content should be versatile. #cmworld
@westwordrose

Agreed! Nice way to flex my Twitter chat muscles again #CMWorld  https://twitter.com/leeodden/status/610850576688128001
@heatherAtaylor

@danielerossi @CMIContent @BrandedCartoons But Cheetos dust is magic (it’s orange, after all), so that math might come out right!  #CMWorld
@dwheeler11

@CMIContent Ty Ty! =) #CMWorld
@UXcelsior

@ideakid88 exactly! focus on the numbers instead of the strategy will not end well #CMWorld
@CrochetMichele

@UXcelsior That’s awesome, please do! #cmworld
@lindadessau

Q8: How can Google Analytics help you in content repurposing efforts? #CMWorld

@CrochetMichele @cmicontent It’s almost like, “Who needs caffeine?”. Well, almost. #CMWorld
@leeodden

@ardath421 Torn jeans will be in fashion again and again and again. We just need to see when #CMWorld
@NikkBishopSmit

Start w what you do best, most, only,  first. Expertise. Cut content around channels of distribution. Think modular, serial, visual #CMWorld
@vishmili

Starting to cross streams between #CMWorld & #CNX15. Good content guidance is applicable to both.
@bendgibbons

A7:  IMO No magic and/or analytics adds value to content.  Readers decide   #CMWorld
@connieurway

A7: Everything should be repurposed but it depends on the content and the audience. Ten times to same guy, not cool #cmworld
@renepower

Absolutely 100% agreed. #cmworld http://twitter.com/leeodden/status/610850859598147584
@iamgiarose

MT @leeodden: A7 Gr8 content marketing programs R a mix-repurposed, evergreen, curated & co-created content. http://tprk.us/VE7nxP #cmworld
@CarlaJohnson

A8. With Google Search Console integrated w/ GA, keyword insights reveal “voice of search” to inspire repurpose topics. #CMWorld
@leeodden

@NikkBishopSmit @ardath421 The good stuff always has many lives 🙂 #cmworld
@ardath421

A8: GA can tell you what’s working and also what may need a little help (promotion). #CMWorld
@mikemyers614

Google Analytics can help us determine what channels work. #CMWorld
@CTrappe

@CrochetMichele Yes and I wish the bean counters in companies could really understand this. Numbers are not everything. #CMWorld

I love #TwitterChats like #CMWorld, #boogiesocial and #RaganChat providing me the opportunity to hear from & connect with so many marketers.
@flinds

Couldn’t have said it better #CMWorld  https://twitter.com/leeodden/status/610850859598147584
@stephcanarte

A8: It shows what’s performing. If your out-of-date content is still getting a lot of traffic, consider refreshing & redirecting. #cmworld
@iamgiarose

A8. In GA, look at top performing pages & their topics to inspire repurposing on derivative keywords and topics.  #cmworld
@leeodden

A wholesome #contentmarketing mix. #cmworld https://twitter.com/leeodden/status/610850859598147584
@CrowdContent

wait there’s coffee here? WHERE????;-)   #cmworld https://twitter.com/leeodden/status/610851140737970177
@CrochetMichele

@KanbanPhilip are you following repurposing chat on #cmworld? rich!
@SusannaEGuzman

@M_chelleJH Thanks Michelle. We just opened the Free Tweet Jukebox  store moments ago! More fun. Check it out. #CMWorld
@alphabetsuccess

@ideakid88 exactly! Ian a fan of analytics and data as a tool not as a goal. #cmworld
@CrochetMichele

Older content can be relevant for a long time.  #cmworld
@CTrappe

A8: Always surprises me when I see posts from years ago performing well again – time to revisit topics! #cmworld
@ardath421

Great point @renepower! Already reported/blocked a promoted post that was hammering me on desktop during #CMWorld
@bendgibbons

Absolutely #CMWorld  https://twitter.com/CTrappe/status/610851765324374017
@CMIContent

A8. You may love your content, but analytics will show if your target audience agrees. Data-driven decisions trump gut feeling. #cmworld
@dwheeler11

GA can identify what methods and channels are best for promoting content with certain keywords, which audiences pick it up, etc. #CMWorld
@flinds

@ideakid88 Thanks Wayne. Please let us know if you have questions. #CMWorld #tweetjukebox @M_chelleJH
@alphabetsuccess

A8: Google Analytics can show you what channels your audience are coming from. #cmworld
@JeremyBednarski

@CTrappe Or it can be updated/reworked if necessary! #CMWorld
@UnionMetrics

#A8 Essential! I use social & Google analytics within @SproutSocial to prove #ContentMarketing is working. #CMWorld  https://twitter.com/CMIContent/status/610851105694617601
@JessaH

@JessaH Ah I see. I misread your response. I thought you were saying you ONLY need repurposed. I got it now. My bad! #cmworld
@iamgiarose

The truth this is! #CMWorld https://twitter.com/CrochetMichele/status/610851752741634048
@ideakid88

Q8: How can Google Analytics help you in content repurposing efforts? #CMWorld
@renepower

A8 It shows you your best referrals, which can help target the right channels when re-purposing. #cmworld
@TugceOe

Now we’ve got your attention @leeodden Let’s come up w/ new word for ‘repurpose’: Transform. Upcycle. MagicDust. Reseed. Sprout. #CMWorld
@RobinJP

@alphabetsuccess @ideakid88 @M_chelleJH Tweet Jukebox sounds very useful! #cmworld
@danielerossi

@CrochetMichele @leeodden @CMIContent I usually don’t but wanted today. There were no tables at my local spot. #firstworldproblems #CMWorld
@AnOrchidInBloom

A8. Marketers should continuously monitor discovery channel data (search, social, email) for repurposing & opportunities.   #cmworld
@leeodden

MT @dwheeler11: A8. You may love your content, but analytics will show if your target audience agrees. Data trumps gut feeling. #cmworld
@ardath421

a8. Google helps you determine what content is actually driving traffic to your site and make decisions based on data #CMWorld
@stephcanarte

Good reminder! #CMWorld  https://twitter.com/leeodden/status/610852219580235777
@CMIContent

A8: It shows the content that is engaging & sitting well with your readers, the content that can be repurposed successfully. #CMWorld
@Elite_VS

Reworking and linking references to old but relevant pieces is great. #CMWorld  https://twitter.com/iamgiarose/status/610851575926550528
@AnOrchidInBloom

@RobinJP I see content repurposing more as personalization of content vs. reuse. 🙂 #cmworld
@leeodden

A8: Show you what channels & topics are performing best + audience insights #CMWorld https://twitter.com/CMIContent/status/610851105694617601
@ChristnaRLove

A8 GA can help to identify most search #keywords to reach webpage of the website, helps to tweak content #CMWorld  https://twitter.com/CMIContent/status/610851105694617601
@InspectorDhola

@leeodden @RobinJP I agree. Make something, then make it special for someone. #CMWorld
@mikemyers614

A8: Set goals on channels to see which work best and run dedicated landing pages from them #CMWorld
@renepower

A8: ID your popular content (see previous tweet), and shows what visitors are searching for in site search. #cmworld https://twitter.com/CMIContent/status/610851105694617601
@AJutah

@JessaH @SproutSocial I love what Google Analytics does for me in terms of a website – the load bearing wall for all things social. #CMWorld
@ideakid88

@danielerossi That’s the goal. 🙂  If you have questions, Daniele, please let me know.  @ideakid88 @M_chelleJH #CMWorld
@alphabetsuccess

@SFerika @lindadessau @kellykingman Kelly is awesome! #CMWorld
@leeodden

@morgan_hennessy shucks. Thanks.  #cmworld
@CMIContent

@leeodden So finding a new use? Really making it new again by aiming at a new target? Taking a piece of the whole and reworking?  #CMWorld
@RobinJP

Hey, @leeodden, your recent ebook content for #cmworld has been great (and very popular). Where did that idea come from?
@mikemyers614

YES!! I love this. It’s a recipe. mix things together. Change the seasoning as needed. #CMWorld  https://twitter.com/leeodden/status/610850859598147584
@CrochetMichele

@Rogercparker I once created a month’s worth of blog posts with the intention of turning them into an eBook later. #cmworld
@martinlieberman

A8b: Build out repurposing calendar based on popular content and adding new info based on site search queries. #cmworld
@AJutah

@martinlieberman @Rogercparker wow!  #cmworld
@CMIContent

Before publishing content, follow a launch plan checklist make sure you haven’t left out steps. @amywhiggins http://cmi.media/thestar #CMWorld
@smisukanis

@RobinJP Customizing content to a specific audience segment or vertical is, in a way, repurposing. That. #CMWorld
@leeodden

@CMIContent @martinlieberman @Rogercparker did you? #CMWorld
@CTrappe

On the topic of GA, does anyone here watch the real time analytics during twitter chats? It’s pretty cool to see insane spikes. #cmworld
@CrowdContent

@CMIContent @Rogercparker Well, I mean, I didn’t include ALL of them. But there was a theme throughout the month. #cmworld
@martinlieberman

@CrowdContent as a cmgr, I think this would give me anxiety lol #CMWorld
@MoninaW

@CTrappe @CMIContent @Rogercparker @lindadessau Yes, I did. #cmworld
@martinlieberman

@leeodden @RobinJP Often a refocus realignment as needs change #CMWorld
@NikkBishopSmit

@morgan_hennessy Find your marketing passion and focus on it. Go deep. Be a student of data+insight & creative communication. #CMWorld
@leeodden

@MoninaW Anxiety to fuel creativity?! Or straight up stress? It’s actually quite fun. #cmworld
@CrowdContent

Sage advice…  #CMWorld  https://twitter.com/leeodden/status/610853767383117824
@mikemyers614

@Rogercparker Well, the book was essentially just a compilation of the posts. So no big changes were made. #cmworld
@martinlieberman

A7 Just the good stuff! 😉 Seriously though, if it performed well the first time, re-purpose later. If not, rewrite. #CMWorld
@SpencerHudonII

Next week, it’s all about team processes and brand guidelines with @amandatodo! http://cmi.media/twitterchats #CMWorld
@CMIContent

A8 Google Analytics will tell you what worked well and which channels you should use. #CMWorld
@SpencerHudonII

Learn more about @LeeOdden on the @TopRank website: http://www.toprankmarketing.com/who-we-are/ #CMWorld
@CMIContent

Let’s chat IRL. Sign up for Content Marketing World 2015. Code CMWSOCIAL saves an additional $100! http://cmi.media/cmw #CMWorld
@CMIContent

@leeodden And personalisation is mostly adding small accents and not total retooling #CMWorld
@NikkBishopSmit

Check out the latest #CMWorld eBook produced by @TopRank and @CMIContent! http://www.toprankblog.com/2015/06/cmw-content-marketing-star-ebook/
@CMIContent

@RobinJP @leeodden Same bow, same arrow but new aim #CMWorld
@NikkBishopSmit

Have you seen the lineup for #CMWorld? @mitchjoel @jaybaer @jkrohrs and more! Register with code MEDIA to save $100! http://ow.ly/OdYPX
@Smart_Business

@CMIContent Thanks, here are most of the content marketing magicians at @TopRank http://www.toprankmarketing.com/teamtoprank/ #CMWorld
@leeodden

On the fence? Just do it! #CMWorld 2015  https://twitter.com/CMIContent/status/610854611776176128
@CrowdContent

Per today’s #Cmworld Q’s. Some of you may  be interested in this http://mz.cm/1Juy6TX #Mozinar  https://twitter.com/Moz/status/610854460533813248
@UXcelsior

A #webinar recording is valuable content that can effectively repurposed to the right audience. #CMworld https://twitter.com/leeodden/status/610849971177398273
@bigmarker

 

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