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 or re-purpose marketing content .

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Recycling content in content marketing

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