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Content Marketing – How to get more from your content through repurposing

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Fifth Story
Fifth Story

Content marketers know that developing effective and engaging content requires both time and money. So, why not get the most mileage out of your hard work by repurposing content you have already created? When we talk about repurposing content, we mean changing the content into a different form from the original to serve a separate audience or the same audience in another way. There are numerous ways to take one piece of content and repurpose it – for example, turning an earned media/PR article into a blog post, a radio segment and/or a video. In this presentation, you will find great, actionable content repurposing tips to help you extend your campaign’s reach while serving to lower your marketing costs.

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Content Marketing – How to get more from your content through repurposing
OUR STORY 30+YEARS IN THE COMMUNICATIONS INDUSTRY PRODUCTION DISTRIBUTION MEASUREMENT FIFTH STORY National network of print, online and broadcast media contacts Chosen by the CPRS to manage MRP, the industry standard in earned media measurement
2014 WAS A GREAT YEAR! 160 20 4 ONLINE TV PSA 3 3 5 RADIO SEGMENTS EARNED MEDIA PICK-UPS 51,000 PICK-UP PER CLIENT IN ENGLISH CANADA +12% +140% PICK-UP PER CLIENT IN FRENCH CANADA 184 VIDEO PROJECTS 274clients
Content Marketing – How to get more from your content through repurposing
Content Marketing – How to get more from your content through repurposing
HOW DO WE REACH THE CONSUMER? HOURS PER WEEK 27 70ONLINE VIDEO REACHES % 9.9SMARTPHONE SUBSCRIBERS CONDUCT SEARCHmillion 17HOURS PER WEEK 3/4READ NEWSPAPER CONTENT EACH WEEK24MILLION VISIT SOCIAL MEDIA SITES
CHALLENGES TO ACHIEVING CONTENT MARKETING SUCCESS
REPURPOSING CONTENT
REPURPOSING CONTENT Definition Repurposing content Changing the format of a piece of content to serve a separate audience or the same audience in another way Advice When developing your content marketing strategy, consider all the ways you can extend your efforts.
REPURPOSING CONTENT Key benefits  Make the most of your resources & reduce costs  Make the most of your ideas & speed up the production process  Reach your audience in the manner that best connects with them  Reach your audience more thoroughly through multiple touch points  Reinforce your brand message through consistency and cross-promotion
REPURPOSING CONTENT CASE STUDIES
FROM AN ARTICLE TO A RADIO SEGMENT Nordic Naturals
REPURPOSING CONTENT Nordic Naturals - Article Halt inflammation with omega-3 fats By Lisa Petty, ROHP (NC) Do your dietary fat choices stoke the fires of inflammation in your body? If you are eating too many omega-6 fats relative to the number of essential omega-3 fats, they might be. The traditional human diet used to include sources of fats with a ratio of about 1:1 of omega-6 fats to omega-3 fats. Over time, as we stopped eating as much omega-3 rich fish and opted instead for prepared foods made with omega-6 oils from corn, safflower, sunflower and soy, our fat intakes have become out of balance. Today, according to advisors in this field, we eat too many omega-6 fats in relation to the omega-3s. Although omega-6s are healthy, they encourage the production of inflammatory arachidonic acid (AA). Excess dietary omega-6s promote inflammation. On the other hand, advisors tell us that the components of omega 3s like EPA and DHA are anti-inflammatory. EPA blocks the creation of arachidonic acid in your body, while both EPA and DHA displace AA from cell membranes. Omega-3 fats also help to resolve inflammation with components identified as EPA resolvens E series and DHA resolvens D. Research shows that, coast to coast, Canadians of all ages are deficient in these key omega-3 fats. Let these guidelines help to balance your fat intake: Eat more 3: • Leafy dark-green vegetables: kale, broccoli, and spinach • Kidney, navy, and pinto beans • Sea vegetables: algae, spirulina, kelp • Flax, chia, and hempseed • Kiwi, papaya, mango • Wild, cold-water fish including cod, anchovies, salmon, herring, and sardines. Or a fish oil supplement like Nordic Naturals Let 6 be: • Corn, safflower, sunflower • Chicken, turkey, grain-fed (non-pastured) meats • Soy-based products • Sunflower, sesame, pumpkin, and poppy seeds • Peanuts, almonds, pecans, walnuts, and nut butters . Further information is available at www.nordicnaturals.ca and lisapetty.ca
REPURPOSING CONTENT Nordic Naturals – Radio The truth about omega-3, and why we need it. We’ve all heard it before, taking omega-3 is good for us. Some take it to support heart health, brain health, skin health, and even hair growth. But what many Canadians don’t know, is that our body needs omega-3 to offset the consumption of omega-6, a fatty acid found in processed foods and refined oils. In fact, omega-3 deficiency is the eighth leading cause of death in the US due to the high amount of omega-6 found in the western diet. Our bodies don’t naturally produce Omega-3, so it’s important that we consume omega-3 rich foods like wild cold-water fish and leafy dark green vegetables. If you’re struggling to include these foods in your diet, supplement it with omega-3 liquids or capsules, which are widely available. This is also a great option for kids, as a recent study revealed that only 22 per cent of children aged four to eight meet the adequate intake. Nordic Naturals provides omega-3 supplements to cover all stages of life, including infants. For more information visit nordicnaturals.ca.
WHITEBOARD ANIMATIONVIDEO PRODUCTION SERVICES 74%OF CANADIANS WATCH VIDEO ONLINE 96%OF CONSUMERS FIND ONLINE VIDEOS HELPFUL WHEN MAKING PURCHASE DECISIONS 73%OF CONSUMERS ARE MORE LIKELY TO PURCHASE A PRODUCT AFTER WATCHING AN ONLINE VIDEO ABOUT IT. VIDEO CONTENT ASSISTS CONSUMERS IN PURCHASING DECISIONS
72% of B2C marketers use video as part of their content marketing tactics (source: Content Marketing Institute). With limited budgets, video is often considered a luxury. How can you leverage video cost-effectively as part of your content marketing strategies?
FROM AN ARTICLE TO A VIDEO California Table Grape Commission Ontario Craft Brewers
A BITE SIZED VIDEO FROM AN ARTICLE TO
A WHITEBOARD ANIMATION VIDEO FROM AN ARTICLE TO
FROM AN ARTICLE TO A BLOG POST TO SOCIAL MEDIA POSTS TO A VIDEO Aviva
REPURPOSING CONTENT Aviva Canada Article “Refresh Your Smarts For Safe Winter Driving”  Distributed to Fifth Story’s national network of print and online editors and picked-up in newspapers, magazines, websites and blogs [earned]  Repurposed into a blog post published on Aviva’s blog [owned] and social media posts published on Aviva’s social media pages [shared]  Repurposed into the script of a one-minute video distributed to Fifth Story’s national network of online editors [earned], posted on Aviva’s blog [owned] and shared on Aviva’s social media pages [shared] BLOG/SOCIAL MEDIA POSTS ONLINE/SOCIAL MEDIA VIDEOS
FROM A VIDEO TO MULTIPLE VIDEOS Blanco
REPURPOSING CONTENT Blanco – Social Amplification
FROM A MOTION GRAPHIC VIDEO TO AN INFOGRAPHIC (& vice-versa) Neurological Health Charities Canada Government of Canada
REPURPOSING CONTENT Neurological Health Charities Canada – Infographic
REPURPOSING CONTENT Government of Canada – Infographic
FROM ARTICLES TO A RADIO SEGMENT TO TV VIDEO CONTENT TO ONLINE & SOCIAL VIDEO CONTENT Piller’s Fine Foods
Content Marketing – How to get more from your content through repurposing
“FIFTH STORY HELPED US CAPTURE OUR AUDIENCE’S ATTENTION THROUGH INFORMATIVE AND ENTERTAINING VIDEO STORYTELLING, AND MULTIPLE TOUCH POINTS OF TV, RADIO, PRINT, ONLINE AND SOCIAL EXPOSURE ALLOWED US TO AMPLIFY OUR MESSAGE NATIONALLY.” RITA WEIGEL, DIRECTOR OF MARKETING, PILLER’S FINE FOODS
REPURPOSING CONTENT 101 • When developing your strategy, consider all the ways you can extend your efforts • Adopt an integrated approach to content marketing and leverage resources and budgets from all departments and agencies • Repurpose content in multiple formats and across multiple platforms • Leverage paid, earned, owned and shared media channels
Content Marketing – How to get more from your content through repurposing

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Content Marketing – How to get more from your content through repurposing

  • 2. OUR STORY 30+YEARS IN THE COMMUNICATIONS INDUSTRY PRODUCTION DISTRIBUTION MEASUREMENT FIFTH STORY National network of print, online and broadcast media contacts Chosen by the CPRS to manage MRP, the industry standard in earned media measurement
  • 3. 2014 WAS A GREAT YEAR! 160 20 4 ONLINE TV PSA 3 3 5 RADIO SEGMENTS EARNED MEDIA PICK-UPS 51,000 PICK-UP PER CLIENT IN ENGLISH CANADA +12% +140% PICK-UP PER CLIENT IN FRENCH CANADA 184 VIDEO PROJECTS 274clients
  • 6. HOW DO WE REACH THE CONSUMER? HOURS PER WEEK 27 70ONLINE VIDEO REACHES % 9.9SMARTPHONE SUBSCRIBERS CONDUCT SEARCHmillion 17HOURS PER WEEK 3/4READ NEWSPAPER CONTENT EACH WEEK24MILLION VISIT SOCIAL MEDIA SITES
  • 7. CHALLENGES TO ACHIEVING CONTENT MARKETING SUCCESS
  • 9. REPURPOSING CONTENT Definition Repurposing content Changing the format of a piece of content to serve a separate audience or the same audience in another way Advice When developing your content marketing strategy, consider all the ways you can extend your efforts.
  • 10. REPURPOSING CONTENT Key benefits  Make the most of your resources & reduce costs  Make the most of your ideas & speed up the production process  Reach your audience in the manner that best connects with them  Reach your audience more thoroughly through multiple touch points  Reinforce your brand message through consistency and cross-promotion
  • 12. FROM AN ARTICLE TO A RADIO SEGMENT Nordic Naturals
  • 13. REPURPOSING CONTENT Nordic Naturals - Article Halt inflammation with omega-3 fats By Lisa Petty, ROHP (NC) Do your dietary fat choices stoke the fires of inflammation in your body? If you are eating too many omega-6 fats relative to the number of essential omega-3 fats, they might be. The traditional human diet used to include sources of fats with a ratio of about 1:1 of omega-6 fats to omega-3 fats. Over time, as we stopped eating as much omega-3 rich fish and opted instead for prepared foods made with omega-6 oils from corn, safflower, sunflower and soy, our fat intakes have become out of balance. Today, according to advisors in this field, we eat too many omega-6 fats in relation to the omega-3s. Although omega-6s are healthy, they encourage the production of inflammatory arachidonic acid (AA). Excess dietary omega-6s promote inflammation. On the other hand, advisors tell us that the components of omega 3s like EPA and DHA are anti-inflammatory. EPA blocks the creation of arachidonic acid in your body, while both EPA and DHA displace AA from cell membranes. Omega-3 fats also help to resolve inflammation with components identified as EPA resolvens E series and DHA resolvens D. Research shows that, coast to coast, Canadians of all ages are deficient in these key omega-3 fats. Let these guidelines help to balance your fat intake: Eat more 3: • Leafy dark-green vegetables: kale, broccoli, and spinach • Kidney, navy, and pinto beans • Sea vegetables: algae, spirulina, kelp • Flax, chia, and hempseed • Kiwi, papaya, mango • Wild, cold-water fish including cod, anchovies, salmon, herring, and sardines. Or a fish oil supplement like Nordic Naturals Let 6 be: • Corn, safflower, sunflower • Chicken, turkey, grain-fed (non-pastured) meats • Soy-based products • Sunflower, sesame, pumpkin, and poppy seeds • Peanuts, almonds, pecans, walnuts, and nut butters . Further information is available at www.nordicnaturals.ca and lisapetty.ca
  • 14. REPURPOSING CONTENT Nordic Naturals – Radio The truth about omega-3, and why we need it. We’ve all heard it before, taking omega-3 is good for us. Some take it to support heart health, brain health, skin health, and even hair growth. But what many Canadians don’t know, is that our body needs omega-3 to offset the consumption of omega-6, a fatty acid found in processed foods and refined oils. In fact, omega-3 deficiency is the eighth leading cause of death in the US due to the high amount of omega-6 found in the western diet. Our bodies don’t naturally produce Omega-3, so it’s important that we consume omega-3 rich foods like wild cold-water fish and leafy dark green vegetables. If you’re struggling to include these foods in your diet, supplement it with omega-3 liquids or capsules, which are widely available. This is also a great option for kids, as a recent study revealed that only 22 per cent of children aged four to eight meet the adequate intake. Nordic Naturals provides omega-3 supplements to cover all stages of life, including infants. For more information visit nordicnaturals.ca.
  • 15. WHITEBOARD ANIMATIONVIDEO PRODUCTION SERVICES 74%OF CANADIANS WATCH VIDEO ONLINE 96%OF CONSUMERS FIND ONLINE VIDEOS HELPFUL WHEN MAKING PURCHASE DECISIONS 73%OF CONSUMERS ARE MORE LIKELY TO PURCHASE A PRODUCT AFTER WATCHING AN ONLINE VIDEO ABOUT IT. VIDEO CONTENT ASSISTS CONSUMERS IN PURCHASING DECISIONS
  • 16. 72% of B2C marketers use video as part of their content marketing tactics (source: Content Marketing Institute). With limited budgets, video is often considered a luxury. How can you leverage video cost-effectively as part of your content marketing strategies?
  • 17. FROM AN ARTICLE TO A VIDEO California Table Grape Commission Ontario Craft Brewers
  • 18. A BITE SIZED VIDEO FROM AN ARTICLE TO
  • 20. FROM AN ARTICLE TO A BLOG POST TO SOCIAL MEDIA POSTS TO A VIDEO Aviva
  • 21. REPURPOSING CONTENT Aviva Canada Article “Refresh Your Smarts For Safe Winter Driving”  Distributed to Fifth Story’s national network of print and online editors and picked-up in newspapers, magazines, websites and blogs [earned]  Repurposed into a blog post published on Aviva’s blog [owned] and social media posts published on Aviva’s social media pages [shared]  Repurposed into the script of a one-minute video distributed to Fifth Story’s national network of online editors [earned], posted on Aviva’s blog [owned] and shared on Aviva’s social media pages [shared] BLOG/SOCIAL MEDIA POSTS ONLINE/SOCIAL MEDIA VIDEOS
  • 22. FROM A VIDEO TO MULTIPLE VIDEOS Blanco
  • 23. REPURPOSING CONTENT Blanco – Social Amplification
  • 24. FROM A MOTION GRAPHIC VIDEO TO AN INFOGRAPHIC (& vice-versa) Neurological Health Charities Canada Government of Canada
  • 25. REPURPOSING CONTENT Neurological Health Charities Canada – Infographic
  • 26. REPURPOSING CONTENT Government of Canada – Infographic
  • 27. FROM ARTICLES TO A RADIO SEGMENT TO TV VIDEO CONTENT TO ONLINE & SOCIAL VIDEO CONTENT Piller’s Fine Foods
  • 29. “FIFTH STORY HELPED US CAPTURE OUR AUDIENCE’S ATTENTION THROUGH INFORMATIVE AND ENTERTAINING VIDEO STORYTELLING, AND MULTIPLE TOUCH POINTS OF TV, RADIO, PRINT, ONLINE AND SOCIAL EXPOSURE ALLOWED US TO AMPLIFY OUR MESSAGE NATIONALLY.” RITA WEIGEL, DIRECTOR OF MARKETING, PILLER’S FINE FOODS
  • 30. REPURPOSING CONTENT 101 • When developing your strategy, consider all the ways you can extend your efforts • Adopt an integrated approach to content marketing and leverage resources and budgets from all departments and agencies • Repurpose content in multiple formats and across multiple platforms • Leverage paid, earned, owned and shared media channels

Editor's Notes

  1. 60-second recipe video including images, text and music STANDARD RATE Stand-alone: including project management, concept development, script writing, food purchasing and preparation, food stylist, half day shoot, editing, text graphics, stock music, file delivery and data storage.  60-second video in English or French $4,300 60-second video in English and French $4,600 SPECIAL RATE Add-on to the Fifth Story article service: the recipe script will be developed based on one of the articles. 60-second video in English or French $4,000 60-second video in English and French $4,200
  2. How to explain your complex message in a simple way. Ideal for ‘how-to’ messages, such as: How to take a medication How to assemble furniture How to work an appliance How to install software How to make your own beer 60-second video including images, text, voice and music STANDARD RATE Stand-alone: including concept development, script writing, project management, voice talent sourcing and recording, stock images and music, animation and editing, file delivery and data storage.  60-second video in English or French $2,500 60-second video in English and French $3,500 SPECIAL RATE Add-on to the Fifth Story article service: the script will be written based on one of the articles. 60-second video in English or French $2,250 60-second video in English and French $3,150