Recycling content in content marketing
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Recycling content in content marketing

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Workshop presentation 'kliekjesmarketing' by Ingrid Archer, managing partner B2B marketing agency spotONvision, held on Feb 14th 2012. About content marketing and mostly about how to cleverly recycle ...

Workshop presentation 'kliekjesmarketing' by Ingrid Archer, managing partner B2B marketing agency spotONvision, held on Feb 14th 2012. About content marketing and mostly about how to cleverly recycle or re-purpose marketing content

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    Recycling content in content marketing Recycling content in content marketing Presentation Transcript

    • Contentmarketing met kliekjes | Recycling and Re-purposing Content By Ingrid Archer – 14 Feb 2012
    • Twitter: @ingridarcher email: ingrid@spotonvision.com
    • Charlotte
    • List of possibilities
    • 80% of your marketing materials is not used(source: IDC)
    • The new buyer Likes to look things up him/herself Searches info online Is critical and compares Is independent Is skeptical Is overwhelmed with marketing messages And most of them are neglected
    • Content Marketing and Thought Leadership Content marketing is a marketing technique of creating anddistributing relevant and valuable content to attract, acquire,and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. Source: Joe Pulizzi
    • Content for each phase in buying cycle
    • Think Like a Publisher Blog Case Webinars eBooks StudiesWhite Papers microsites Online Digital Newsletter magazine games Videos Screencast PodcastsExecutive Virtual Customroundtables events print magazine ArticlesTestimonials
    • Content for Brand Awareness and Leads
    • The Challenge The problem is getting the rightcontent to the rightpeople”…”Producing smart, highly targeted and truly innovative content can be really challenging.
    • Why do we need to take content marketing seriously?  The experts  Inbound requests  Leads  Database  Increase brand awareness  Search Engine performance  Sales engagement  Help the community!
    • Recycling or Repurposing
    • Why?  Budget  Plenty on the shelf  Reaching target audience through different channels/ways  Why invent the wheel again  Search Engine Optimization
    • Repurposing: Start Big and Break Down
    • The long life of a Survey Interview with the author Press release Summary of the results Blog post about the survey in general 1 article per chapter Webinar about the surveySurvey results online
    • The long life of an Event Video interview all speakers Impression video Report of the day 6 short articles eBook Webinar about same topicNuon Masterclass
    • Q&A Blogpost about your Webinar
    • Break up your Whitepaper into series of articles
    • Create articles/webinars out of your movie
    • Annual Reports: pick out the clever bits
    • Break up your magazines
    • Repurposing: Start Small and go Big
    • 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 SlideshareSeries of articles
    • 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  Magazines  Powerpoints
    • Example: Quality Control ManualMake sure the front wheel is tightenedcompletely before you put the bicycle out onthe floor 20% of bicycle accidents happen because some part of the bike wasn’t properly installed. The front wheel is the common culprit, so make sure the front wheel is part if the pre-ride safety check Source: Ian Lurie
    • Why invent the wheel?
    • Promotion – power of social media
    • Be relevant to your readers
    • It’s not about you (put yourself on the side..)
    • Optimize your content
    • Want more?Free download: eBook on Content Marketing (in Dutch!) www.spotonvision.com
    • And even more?B2B Marketing Forum Amsterdam – 20th March 2012 #b2bnl
    • Sources and Inspiration Mail: ingrid@spotonvision.com Twitter: @ingridarcher or @spotonvision