How to Work Your Assets Off

Transcript

1. Work Your Assets Off:
   Build With Distribution In Mind for More
   Impact with Less Effort
   Purna Virji
   Author, High-Impact Content Marketing
   linkedin.com/in/purnavirji/
   @purnavirji
   

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2. /in/purnavirji @purnavirji
   How many times on
   average do people wear
   an item of clothing
   before tossing it?
   

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3. High impact comes from designing your content and
   distribution to work harder foryou.
   /in/purnavirji @purnavirji
   

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4. /in/purnavirji @purnavirji
   Apply one concept to:
   1. Different Audiences
   2. Different Stages
   3. Different Angles
   

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5. /in/purnavirji @purnavirji
   1. SAME CONCEPT, DIFFERENT AUDIENCES
   

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6. /in/purnavirji @purnavirji
   Get more impact
   by tailoring an
   idea for different
   audiences.
   

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7. /in/purnavirji @purnavirji
   Why start from scratch with each audience?
   Repurpose existing content to meet their needs in a more
   personalized and relevant way.
   Demographic Psychographic Firmographic Geographic
   

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8. /in/purnavirji @purnavirji
   2. SAME CONCEPT, DIFFERENT FUNNEL STAGES
   

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9. /in/purnavirji @purnavirji
   Take content created for one
   stage of the funnel and
   create derivatives that can
   work for other stages.
   

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10. /in/purnavirji @purnavirji
    It all comes down
    to the stages of
    awareness.
    Source: Schwartz, E.M. (2004) Breakthrough Advertising.
    

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11. /in/purnavirji @purnavirji
    Remember: You need content for everystage of
    awareness.
    

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12. /in/purnavirji @purnavirji
    3. SAME CONCEPT, DIFFERENT ANGLES
    

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13. /in/purnavirji @purnavirji
    Speak to the top
    buyer motivations.
    

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14. /in/purnavirji @purnavirji
    The same content can feel minty fresh coming
    from different angles.
    

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15. /in/purnavirji @purnavirji
    FIND BIG IDEAS. WORK YOUR ASSETS OFF.
    

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16. THANK YOU!
    Say hello:
    Amazon.com or KoganPage.com
    You can find the book here:
    /in/purnavirji @purnavirji
    

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