Content Recycling - B2B Marketing Summit 2012 - Scot McKee
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Content Recycling - B2B Marketing Summit 2012 - Scot McKee

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Presentation given by Scot McKee, Managing Director, Birddog, at the B2B Marketing Summit, London, 2012. ...

Presentation given by Scot McKee, Managing Director, Birddog, at the B2B Marketing Summit, London, 2012.

McKee explains how B2B brands can re-purpose, reuse and 'recycle' valuable content in order to maximize ROI and deliver increased customer engagement. A video of the full presentation is available at: http://www.birddog.co.uk

McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

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  • By now, we should know what to say, but we don’t know how to say it or what the concept or communications will look like. This is where we articulate the brand visually in order to demonstrate how it will be evolved and implemented tactically in the future. The Creative Platform® phase explores the strongest execution(s) for the message(s) being communicated. The delivery is in the form of concept boards that prove the execution can be used across online, offline and video channels.
  • Birddog is a full service, B2B agency. Our core competencies are split into the strategy & delivery of Brand, Content, Digital & Social services. Our service delivery takes a natural progression from the development of the brand, into content and how it will be articulated through to the design and build for online channels of delivery and continued audience engagement of those brand messages through social channels. Our services can be delivered as a full service on a retainer basis OR in a modular fashion based on a portion of project delivery.
  • By now, we should know what to say, but we don’t know how to say it or what the concept or communications will look like. This is where we articulate the brand visually in order to demonstrate how it will be evolved and implemented tactically in the future. The Creative Platform® phase explores the strongest execution(s) for the message(s) being communicated. The delivery is in the form of concept boards that prove the execution can be used across online, offline and video channels.

Content Recycling - B2B Marketing Summit 2012 - Scot McKee Content Recycling - B2B Marketing Summit 2012 - Scot McKee Presentation Transcript

  • B2B ContentRecyclingWhere theres Muck…Scot McKee, Managing Director, BirddogJune. 2012www.birddog.co.uk@scotmckee
  • Introduction
  • The „C‟ word… So, your marketing day looks a bit like this…
  • The „C‟ word… Houston, we have a problem
  • The „C‟ word… Alongside all the usual, „stuff‟
  • The „C‟ word… You‟re now responsible for the „unusual stuff‟
  • The „C‟ word… The digital workload has increased like this
  • The „C‟ word… Marketing resource has changed from this
  • The „C‟ word… To this. Oh.
  • The „C‟ word… It really needs to be this
  • The „C‟ word… But hey, you‟re on your own – shit happens
  • The „C‟ word… So you ask for some help from Roger and Don
  • The „C‟ word… And Mad Men dream up new, shiny things
  • The „C‟ word… We‟re easily distracted by new, shiny things
  • The „C‟ word… Squirrel…!
  • The „C‟ word… But every time the new, shiny thing is unveiled
  • The „C‟ word… Someone uses the „C‟ word
  • The „C‟ word… “What about… Content…?”
  • The „C‟ word… And you have… none (or very little)
  • The „C‟ word… No Resource No Time No Money No Content Oops
  • The „C‟ word… Resource, time & money can be shared, scheduled, negotiated But content remains the primary obstacle
  • The „C‟ word… Because you can‟t play with nothing to say
  • Content Creation And so the content creation journey begins
  • Content Creation It starts innocently enough
  • Content Creation A blog… a tweet… a video… a „poke‟… (ok, maybe not a „poke‟)
  • Content Creation But it can only end in tears
  • Content Creation Channels & platforms expand to the point of silly
  • Content Creation Everyone wants a piece of your crazy ass content
  • Content Creation The monster you created needs feeding
  • Content Creation The Mad Men told you content would be “User Generated…”
  • Content Creation They *SO* lied The users don‟t give a shit
  • Content Creation Unless you have… content Which you don‟t
  • Content Creation So either everything else on the to-do list stops
  • Content Creation And content creation takes over marketing
  • Content Creation Or you „make do‟ with what you have
  • Content Creation In B2B, that‟s usually… a whitepaper
  • Content Creation Download a whitepaper from our website Register for a whitepaper Tweet about our whitepaper Join our LinkedIn whitepaper group
  • Content Creation There‟s a problem with that
  • Content Creation Platforms aren‟t suited Audiences fragmented Few have time to read No one really gives a shit
  • Content Creation The content you have/had is less relevant Creation of new content is intensive/costly Customers have increasing content demands
  • Get into „Waste Mangt‟
  • Content Creation Henry Ford created a charcoal industry from Model T Ford wooden offcuts
  • Content Creation „Recycling‟ to create value applies as much to content as to Tony Soprano or Henry Ford
  • Content Creation It‟s fast It‟s cheap It‟s flexible/adaptable It requires minimum effort It achieves maximum return
  • Content Creation Most importantly: Content Recycling provides customers with exactly what they want
  • Recycling Content There are only 2 points of Content Origination: Created/Commissioned (Yours) Obtained/Provided (Someone Else‟s)
  • Recycling Content In both cases ask 3 questions: How else can I use this content? Where else can I use this content? Who else will be interested in this content?
  • Recycling Content The important word is, „else‟ meaning, „in addition‟
  • Recycling Content If it‟s a whitepaper, it‟s a whitepaper But what else might it contain or be turned into, who else might like it, where else are they?
  • Recycling Content Some people call it: „4 Dimensional Marketing‟
  • Recycling Content http://t.co/PHzm7Y0G
  • Recycling Content The „4 Dimensions‟: Content Vertical Market Job Function Media
  • Recycling Content The 4 „Recycled‟ Dimensions: Content………………. Original generic Vertical Market……. Change to suit Job Function……….. Alter tone Media…………………. Re-format
  • Recycling Content The Content Factorial: (x!) = Σ Content + Vertical + Function + Media Given any whole number, the factorial can be found by multiplying all the whole numbers together from the given down to one.
  • Recycling Content So, for example, let‟s assume: 1 Piece of Content Relevant to 5 Vertical Markets And 5 Job Functions Using 5 Media Platforms 1 + 5 + 5 + 5 = 16 (16!) = Content Recycling Opportunity
  • Recycling Content (16!) = ?
  • Recycling Content (16!) = 20,922,789,888,000
  • Recycling Content For every 1 piece of content you produce, you could happily recycle it 21 TRILLION times
  • Recycling Content You probably won‟t, because… ewww But you should make a start
  • Recycling Content So, for example… Take any piece of original content
  • Recycling Content Editing produces, say, 3 blogs
  • Recycling Content And a series of 5 mkt. specific emails
  • Recycling Content Exec. Summary PDF is produced for the C-Suite
  • Recycling Content The research is presented as 3 sharable infographics for social distribution
  • Recycling Content Technical data sheets for the Propeller-Heads
  • Recycling Content „Sir‟ records a video of the highlights
  • Recycling Content The associated sales PPT is shared online
  • Recycling Content A press release(s) of the findings is issued
  • Recycling Content Everyone tweets the bollocks off it
  • Recycling Content Whatever the original, it spawns a multi- channel, integrated content orgy… or something
  • Recycling Content It‟s searchable, sociable, sharable, visible, distributable, consumable, accessible, notable, marketable, valuable, measurable…
  • Recycling Content …and many other „ibble‟ words
  • Recycling Content All from one itsy, bitsy piece of content
  • The Real World Does it work? Does it increase community engagement?
  • B2B Marketing Conf. 2011 Here‟s what I‟ve been doing for the last 6 months
  • The Real World I took a picture and tweeted it
  • The Real World It received more views than the entire conference delegation… in 5 minutes
  • The Real World I gave up counting after 3 THOUSAND views
  • The Real World But I did recycle the photo into a blog post
  • The Real World The blog was widely circulated in my network
  • The Real World Support Fan Advocate It brought my audience closer to my brand And created another recycling opportunity
  • The Real World YouTube video released
  • The Real World One hour after movie release
  • The Real World That‟s a month of presentations, in an hour
  • The Real World One week after slides were recycled – 707 views That‟s over two years of presentations, in a week
  • The Real World The current No. of views is five thousand And still counting
  • The Real World In a classic recycling move, my content became someone else‟s content
  • The Real World A presentation (that I was giving anyway) Became a worldwide phenomenon, kinda
  • The Real World Reach: Original Content…….. 150 Recycled Content: Photo……............. 3,000+ Blog Post…………. 6,000+ YouTube Video…. 300+ Slideshare PPT…. 5,000+ Social Sharing…... x,000+
  • The Real World Content Recycling is a big deal
  • The Real World It‟s an even bigger deal as an evolving, growing, developing strategic plan
  • The Real World Recycling in the last 6 months: Slides Viewed…………………. 1.3 million Video Broadcast……………… 614 hours Words Read……………………. 21.6 million Social Amplification………… fekin‟ LOUD All pointing to one thing…
  • To end at the beginning Content takes time, money, effort to create Everyone has the platforms Few have the content to support the platforms That makes content valuable
  • To end at the beginning Maximizing the value is, like, *duh* dude… Recycling content is quick, cheap, easy And, like, maximizes (dude)
  • To end at the beginning No one‟s sitting waiting for your next tweet It‟s ok to repeat your important content It‟s ok to provide content in multiple formats
  • To end at the beginning PS: This deck contains 14% recycled material (No animals were harmed… etc.)
  • Thank you (and be social…) Scot McKee
  • Further Resources http://www.birddog.co.uk http://www.slideshare.net/birddogb2b http://www.youtube.com/user/BirddogB2B https://twitter.com/#!/BirddogB2B https://twitter.com/#!/scotmckee http://is.gd/mckeebooks
  • Change Happens Scot McKee, Managing Director @scotmckee© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk / change@birddog.co.uk