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Recycling and Re-purposing Content
Case Studies

Presented by:
Ingrid Archer
Managing Partner
@ingridarcher
ingrid@spotonv...
Our services

The Buyer

Lead Management

Contentmarketing

Marketing Automation

@ingridarcher
#b2bnl
Questions?
GoToWebinar:
“Chat” or “Ask a question”
Or
Twitter hashtag #b2bnl
Twitter: @spotonvision

@ingridarcher
#b2bnl
Agenda

① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Con...
Charlotte

@ingridarcher
#b2bnl
List of possibilities

@ingridarcher
#b2bnl
Content challenges

① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5...
80% of your marketing materials is not used
(source: IDC)
@ingridarcher
#b2bnl
Content for each phase in buying cycle

@ingridarcher
#b2bnl
The Content Challenges in NL - 2012

Main challenges are:
• Interaction through
content
• Producing enough
content
• Produ...
@ingridarcher
#b2bnl
Recycling or Repurposing

@ingridarcher
#b2bnl
@ingridarcher
#b2bnl
Poll:
Maak jij gebruik van Content
Recycling in jouw organisatie?

@ingridarcher
#b2bnl
Recycling or repurposing

① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recyclin...
Why?

 Budget

 Plenty on the shelf
 Reaching target audience through
different channels/ways
 Why invent the wheel ag...
Content recycling in 5 steps

① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recy...
Content recycling in 5 steps

 Make an inventory of your existing content

 Categorize
 Read and check it all
 Judge a...
Some ideas

① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤...
Repurposing: Start Big and Break Down

@ingridarcher
#b2bnl
The long life of a Survey
Interview with
one of the
authors

Press
release
Summary of
the results
Blog post about the
surv...
The long life of an Event
Video interview
all speakers

Impression
video
Report of
the day
6 short
articles

eBook

Nuon M...
Annual Reports: pick out the clever bits

@ingridarcher
#b2bnl
Repurposing: Start Small and go Big

@ingridarcher
#b2bnl
The long life of an article
Publish 1
by 1 over
time
Bundle
articles into
1 paper
Blog post about
the paper in
general

We...
Good Stuff for recycling and repurposing
Quality
Control for
Manufacturing

The Employee
Manual

Do’s & Don’ts
when workin...
Why invent the wheel?

@ingridarcher
#b2bnl
Remember: The Rule of 5

@ingridarcher
#b2bnl
Promotion – power of social media

@ingridarcher
#b2bnl
3 content tips to be successful

① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content r...
Be relevant to your readers

@ingridarcher
#b2bnl
It’s not about you (put yourself on the side..)

@ingridarcher
#b2bnl
Optimize your content

@ingridarcher
#b2bnl
Want more? Downloads are available

eBook on Content Marketing
www.spotonvision.com

ePocket on content recycling
www.spot...
Q&A
via “Chat” or“Ask a question”

@ingridarcher
#b2bnl
Want to know more? Or need help?
www.spotonvision.com

@spotONvision
@b2bmktforum
@ingridarcher

LinkedIn groups:
B2B Mark...
@ingridarcher
#b2bnl
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B2B Webinar Festival: Content Recycling in B2B

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Tijdens het B2B Webinar Festival op 16 januari 2014, legde Ingrid Archer, managing partner van spotONvision, uit hoe je content succesvol kunt recyclen en inzetten in jouw marketingstrategie. Je hoeft namelijk niet continue het wiel opnieuw uit te vinden. Kijk allereerst wat je op de plank hebt liggen.

Tijdens het webinar gaf Ingrid praktische voorbeelden en tips over hoe je jouw oude content, succesvol kunt hergebruiken. Heb je het webinar gemist? Bekijk dan hier de slides.

Voor meer informatie; bekijk de website van spotONvision: www.spotonvision.com. spotONvision organiseert jaarlijks het B2B Marketing Forum. Voor meer informatie: www.b2bmarketingforum.nl.

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  • According to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report, one of the top concerns of B2B content marketers is producing enough content to engage prospects and customers. Since most organizations don’t have unlimited resources, it can be challenging to constantly feed your blog, website, social networks, newsletters, and other marketing channels with new and valuable information.
  • Additional ideas: to present the results, create a separate hand out, create an audio / blogradio series
  • The rule of 5 is that each and every content development undertaking should produce content assets that can be used at least 5 different ways. That also means that it needs careful planning
  • Transcript of "B2B Webinar Festival: Content Recycling in B2B"

    1. 1. Recycling and Re-purposing Content Case Studies Presented by: Ingrid Archer Managing Partner @ingridarcher ingrid@spotonvision.com Your Host: Charles van der Wal Inbound Marketeer @charlesvdwal charles@spotonvision.com 16th January 2014
    2. 2. Our services The Buyer Lead Management Contentmarketing Marketing Automation @ingridarcher #b2bnl
    3. 3. Questions? GoToWebinar: “Chat” or “Ask a question” Or Twitter hashtag #b2bnl Twitter: @spotonvision @ingridarcher #b2bnl
    4. 4. Agenda ① A case ② Content challenges ③ Recycling or re-purposing your content – why? ④ Content recycling in 5 steps ⑤ Content recycling ideas ⑥ 3 final tips to be successful @ingridarcher #b2bnl
    5. 5. Charlotte @ingridarcher #b2bnl
    6. 6. List of possibilities @ingridarcher #b2bnl
    7. 7. Content challenges ① A case ② Content challenges ③ Recycling or re-purposing your content – why? ④ Content recycling in 5 steps ⑤ Content recycling ideas ⑥ 3 final tips to be successful @ingridarcher #b2bnl
    8. 8. 80% of your marketing materials is not used (source: IDC) @ingridarcher #b2bnl
    9. 9. Content for each phase in buying cycle @ingridarcher #b2bnl
    10. 10. The Content Challenges in NL - 2012 Main challenges are: • Interaction through content • Producing enough content • Producing right variety of content spotONvision & TNS NIPO B2B Marketing Barometer 2012 @ingridarcher #b2bnl
    11. 11. @ingridarcher #b2bnl
    12. 12. Recycling or Repurposing @ingridarcher #b2bnl
    13. 13. @ingridarcher #b2bnl
    14. 14. Poll: Maak jij gebruik van Content Recycling in jouw organisatie? @ingridarcher #b2bnl
    15. 15. Recycling or repurposing ① A case ② Content challenges ③ Recycling or re-purposing your content – why? ④ Content recycling in 5 steps ⑤ Content recycling ideas ⑥ 3 final tips to be successful @ingridarcher #b2bnl
    16. 16. Why?  Budget  Plenty on the shelf  Reaching target audience through different channels/ways  Why invent the wheel again  Search Engine Optimization @ingridarcher #b2bnl
    17. 17. Content recycling in 5 steps ① A case ② Content challenges ③ Recycling or re-purposing your content – why? ④ Content recycling in 5 steps ⑤ Content recycling ideas ⑥ 3 final tips to be successful @ingridarcher #b2bnl
    18. 18. Content recycling in 5 steps  Make an inventory of your existing content  Categorize  Read and check it all  Judge and prioritize („from big to small‟ or „from small to big‟)  Create content planning in line with your goals and budget @ingridarcher #b2bnl
    19. 19. Some ideas ① A case ② Content challenges ③ Recycling or re-purposing your content – why? ④ Content recycling in 5 steps ⑤ Content recycling ideas ⑥ 3 final tips to be successful @ingridarcher #b2bnl
    20. 20. Repurposing: Start Big and Break Down @ingridarcher #b2bnl
    21. 21. The long life of a Survey Interview with one of the authors Press release Summary of the results Blog post about the survey in general 1 article per chapter Survey results online Webinar about the survey @ingridarcher #b2bnl
    22. 22. The long life of an Event Video interview all speakers Impression video Report of the day 6 short articles eBook Nuon Masterclass Webinar about same topic @ingridarcher #b2bnl
    23. 23. Annual Reports: pick out the clever bits @ingridarcher #b2bnl
    24. 24. Repurposing: Start Small and go Big @ingridarcher #b2bnl
    25. 25. The long life of an article Publish 1 by 1 over time Bundle articles into 1 paper Blog post about the paper in general Webinar series per chapter Ppts on Slideshare Series of articles @ingridarcher #b2bnl
    26. 26. Good Stuff for recycling and repurposing Quality Control for Manufacturing The Employee Manual Do’s & Don’ts when working with clients Annual Reports & Brochures Articles Whitepapers Magazines and newsletters Powerpoints Q&A’s Content from customers Videos Events Infographics Demos @ingridarcher #b2bnl
    27. 27. Why invent the wheel? @ingridarcher #b2bnl
    28. 28. Remember: The Rule of 5 @ingridarcher #b2bnl
    29. 29. Promotion – power of social media @ingridarcher #b2bnl
    30. 30. 3 content tips to be successful ① A case ② Content challenges ③ Recycling or re-purposing your content – why? ④ Content recycling in 5 steps ⑤ Content recycling ideas ⑥ 3 final tips to be successful @ingridarcher #b2bnl
    31. 31. Be relevant to your readers @ingridarcher #b2bnl
    32. 32. It’s not about you (put yourself on the side..) @ingridarcher #b2bnl
    33. 33. Optimize your content @ingridarcher #b2bnl
    34. 34. Want more? Downloads are available eBook on Content Marketing www.spotonvision.com ePocket on content recycling www.spotonvision.com @ingridarcher #b2bnl
    35. 35. Q&A via “Chat” or“Ask a question” @ingridarcher #b2bnl
    36. 36. Want to know more? Or need help? www.spotonvision.com @spotONvision @b2bmktforum @ingridarcher LinkedIn groups: B2B Marketing Forum & Passion for B2B Marketing http://www.youtube.com/user/spotONvision @ingridarcher #b2bnl
    37. 37. @ingridarcher #b2bnl
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