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 .
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
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
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