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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 .

Published in: Business, Technology

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  • 1. Contentmarketing met kliekjes | Recycling and Re-purposing Content By Ingrid Archer – 14 Feb 2012
  • 2. Twitter: @ingridarcher email:
  • 3. Charlotte
  • 4. List of possibilities
  • 5. 80% of your marketing materials is not used(source: IDC)
  • 6. 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
  • 7. 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
  • 8. Content for each phase in buying cycle
  • 9. 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
  • 10. Content for Brand Awareness and Leads
  • 11. The Challenge The problem is getting the rightcontent to the rightpeople”…”Producing smart, highly targeted and truly innovative content can be really challenging.
  • 12. 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!
  • 13. Recycling or Repurposing
  • 14. Why?  Budget  Plenty on the shelf  Reaching target audience through different channels/ways  Why invent the wheel again  Search Engine Optimization
  • 15. Repurposing: Start Big and Break Down
  • 16. 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
  • 17. 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
  • 18. Q&A Blogpost about your Webinar
  • 19. Break up your Whitepaper into series of articles
  • 20. Create articles/webinars out of your movie
  • 21. Annual Reports: pick out the clever bits
  • 22. Break up your magazines
  • 23. Repurposing: Start Small and go Big
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. Why invent the wheel?
  • 28. Promotion – power of social media
  • 29. Be relevant to your readers
  • 30. It’s not about you (put yourself on the side..)
  • 31. Optimize your content
  • 32. Want more?Free download: eBook on Content Marketing (in Dutch!)
  • 33. And even more?B2B Marketing Forum Amsterdam – 20th March 2012 #b2bnl
  • 34. Sources and Inspiration Mail: Twitter: @ingridarcher or @spotonvision