Tech PRose

January 27, 2011

Creating a Content Chop Shop

Chop Shop

You’ve just put the finishing touches a killer video for your client. It has taken hours of time to schedule, produce and edit, but the final product is a true masterpiece. Do you sit back, and rest on the laurels of your success?

The folks over at MarketingProfs did not. After publishing an extensive research report entitled State of Social Media Marketing in December of 2009, they took to repurposing their masterpiece. From there, they created a webinar, an article and a series of smaller articles and blog posts with morsels of the original report (source: Ann Handley’s Content Rules), reaching new audiences across various channels, stemming from one piece of content.

This doesn’t mean that your team has to scramble to pen dozens of new, unique pieces of content from scratch every week. Repurposing already created content across traditional and new media channels can be quite effective for a business-to-business communications program, and will keep that content engine chugging and boost search engine optimization(SEO) without the process becoming too much of a time sink.

A company announcement that might have just merited a press release a few years ago can be sliced and diced into a corporate blog post, a topic for discussion on an industry-specific forum on LinkedIn, and even a tweet to share with followers.  Every channel has the opportunity to reach a different audience, whom content should be tailored to resonate and engage with.

Each iteration of your original killer content piece is one component of your overall strategy. When a corporate blog post is part of a thought leadership campaign, a linked tweet can serve to drive traffic to your site. This way, you have a series of small, measurable goals that work towards realizing your overall plan.

Think of it the way Ann Handley, the CCO of Marketing Profs, describes it- “as a content plan fueled by a single Big Idea.”

She elaborates: “The ensuing material can rely on that fuel as source material, allowing for new distribution and new channels, reaching new audiences along the way, and propagating your ideas through social media channels.”

Have you or your clients had success in repurposing content?  Share your stories!

by Dan McDonnell


March 31, 2010

Gorillaz in the Midst of a Comeback?

Filed under: Dan McDonnell,Reviews — techimage @ 3:00 pm
Plastic Beach by Gorillaz

Plastic Beach

Nobody wants to hear that their favorite band is on hiatus.   Is  the bassist in rehab?  Lead singer forming a ‘side project?’ Does a drug-induced stupor make a tour in Southeast Asia seem like a stroke of genius?

The 5-year gap between the Gorillaz Demon Days(2005) and their latest release is due to  frontman Damon Albarn’s busy work schedule.   And by work schedule, I mean the man spent five years writing an opera.  In Mandarin.

Having met his quota for operas penned in a non-native language, Albarn and the Gorillaz returned to the studio,  and the result is Plastic Beach.   My first taste of the album came a few weeks before the album’s release, when I heard Stylo on one of my favorite music blog aggregators.  If I hadn’t been sold by the catchy beats or the soulful pipes of Bobby Womack accompanying Albarn and co., the music video’s cameo by Bruce Willis would’ve made it game, set and match:

There are a healthy amount of collaborators on the record, most notably Snoop Dogg, Mos Def and Lou Reed.  Unlike some of their earlier work, however,  the guest vocals don’t take center stage nearly as much, and Albarn is really able to shine, particularly on Empire Ants, one of the strongest tracks.

As the title may suggest, Plastic Beach, has environmentalist overtones, most notably in the super-catchy, samply-friendly Superfast Jellyfish .  Nothing that ever takes you out of the listening experience, however.

All said and done, there is no one track that is quite as radio-friendly as Feel Good, Inc.(2005’s Demon Days) or Clint Eastwood(2001’s self-titled debut).  And yet, Plastic Beach is a very strong record throughout, even more so than both its predecessors.    It strays a bit from the cartoon avatars that defined most of their early work, yet remains a deep, fun and diverse album.   The Gorillaz may have just produced their best album yet, and they are high on my list of ‘must-see bands’ at Coachella 2010, in Indio, California next month.  Fingers crossed that Albarn sticks to studio albums, and doesn’t have another opera, or a musical in Farsii up his sleeve.

–by Dan McDonnell

December 10, 2009


Filed under: Dan McDonnell,Reviews — techimage @ 11:14 am
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Having just recently gotten back into the console gaming scene, I thought it best to complement my XBox360 with a subscription to Gamefly, a netflix-like service that allows users to rent one game out at a time, and swap it at any time.  My first selection to take out was the recently released Borderlands, a decision I would not regret.

The game’s setting is one in which Mad Max would be fairly comfortable.  You are on the planet Pandora, a barren rocky world where the bandits run thick and the law runs thin.  Much in the style of Final Fantasy, or  any number of other Japanese role-playing games, right off the bat you are forced to choose your character’s class- a role which determines your special abilities, strengths and weaknesses.  For instance, the Siren class can disappear from view, and quickly gain ground and surprise an enemy, where the Soldier class can drop a defensive turret, healing allies and cutting down enemies with a hail of gunfire.  But, in place of swords and shields, your character has access to guns.  Big guns.  Lots of guns.  Any kind of gun you can think of.

One of Borderlands biggest strengths is the sheer number of different guns you can wield.  You can carry  rocket launchers, shotguns, revolvers, combat rifles, each with different clip sizes, rates of fire and bullet damages and types.  Much like elemental spells in your typical Dungeons and Dragons fare, each gun can carry an element type as well.  You can wield a shotgun that adds corrosive damage to each shell, or a sniper rifle with shock damage.  No two guns are exactly the same in a playthrough of the game.

The best way to advance your character in Borderlands is through missions.  You can follow instructions left on Bounty Boards throughout Pandora to gain money and experience, retreive the head of a particularly vile bandit lord from a local gun shop ower, or find small robots who offer backpack upgrades in exchange for help.  Borderlands boasts tough enemies as well: wild skags, the ever-present psychos, bandits and midget shotgunners and big bosses who are all eager to make your life short and miserable. As your character completes missions and levels up, you can purchase more class-specific abilities, wield more weapons and ultimately make life for the common man on Pandora a little bit easier.  The overarching objective of the game is to seek out the mysterious Vault, following clues left behind in the barren wasteland.

Borderlands can be played cooperatively, up to four players splitscreen on one XBox, or four players cooperatively online.  My one main gripe with the game is that it currently offers no functionality for splitscreen players to go online; so my roommate and I are unable to play with our friend in Texas all at the same time.  Minor gripes, however, for what is overall a fun, engaging and content-rich game.

— Reviewed by Dan McDonnell

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