This presentation will offer practical advice on the efficiencies and effectiveness of content recycling and repurposing. How to maximise the investment in content creation and distribute it across channels while retaining your sanity.
Content marketing is hard. To create and distribute relevant and valuable content to attract/acquire/engage/convert target audiences takes energy, time and money. To create that content for multiple digital and social channels (which continue to proliferate) is near impossible. Just when you thought you'd succeeded, the audience moves on and new content is required. Aaaggghh!
Content marketing is not about constant reinvention, it's about making full use of the assets you create. Using practical examples and personal experience, Scot McKee, managing director of Birddog, will offer advice, tips and insight to make your content investment go further.
49. Recycling Content
There are only 2 points of Content Origination:
Created/Commissioned (Yours)
Obtained/Provided (Someone Else‟s)
50. Recycling Content
In both cases ask 3 questions:
How else can I use this content?
Where else can I use this content?
Who else will be interested in this content?
52. Recycling Content
If it‟s a whitepaper, it‟s a whitepaper
But what else might it contain or be turned into,
who else might like it, where else are they?
56. Recycling Content
The 4 „Recycled‟ Dimensions:
Content………………. Original generic
Vertical Market……. Change to suit
Job Function……….. Alter tone
Media…………………. Re-format
57. Recycling Content
The Content Factorial:
(x!) = Σ Content + Vertical + Function + Media
Given any whole number, the factorial can be
found by multiplying all the whole numbers
together from the given down to one.
58. Recycling Content
So, for example, let‟s assume:
1 Piece of Content
Relevant to 5 Vertical Markets
And 5 Job Functions
Using 5 Media Platforms
1 + 5 + 5 + 5 = 16
(16!) = Content Recycling Opportunity
87. The Real World
That‟s a month of presentations, in an hour
88. The Real World
One week after slides were recycled – 707 views
That‟s over two years of presentations, in a week
89. The Real World
The current No. of views is five thousand
And still counting
90. The Real World
In a classic recycling
move, my content
became someone else‟s
content
91. The Real World
A presentation (that I was giving anyway)
Became a worldwide phenomenon, kinda
92. The Real World
Reach:
Original Content…….. 150
Recycled Content:
Photo……............. 3,000+
Blog Post…………. 6,000+
YouTube Video…. 300+
Slideshare PPT…. 5,000+
Social Sharing…... x,000+
94. The Real World
It‟s an even bigger deal as an evolving, growing,
developing strategic plan
95. The Real World
Recycling in the last 6 months:
Slides Viewed…………………. 1.3 million
Video Broadcast……………… 614 hours
Words Read……………………. 21.6 million
Social Amplification………… fekin‟ LOUD
All pointing to one thing…
96. To end at the beginning
Content takes time, money, effort to create
Everyone has the platforms
Few have the content to support the platforms
That makes content valuable
97. To end at the beginning
Maximizing the value is, like, *duh* dude…
Recycling content is quick, cheap, easy
And, like, maximizes (dude)
98. To end at the beginning
No one‟s sitting waiting for your next tweet
It‟s ok to repeat your important content
It‟s ok to provide content in multiple formats
99. To end at the beginning
PS: This deck contains 14% recycled material
(No animals were harmed… etc.)
By now, we should know what to say, but we don’t know how to say it or what the concept or communications will look like. This is where we articulate the brand visually in order to demonstrate how it will be evolved and implemented tactically in the future. The Creative Platform® phase explores the strongest execution(s) for the message(s) being communicated. The delivery is in the form of concept boards that prove the execution can be used across online, offline and video channels.
Birddog is a full service, B2B agency. Our core competencies are split into the strategy & delivery of Brand, Content, Digital & Social services. Our service delivery takes a natural progression from the development of the brand, into content and how it will be articulated through to the design and build for online channels of delivery and continued audience engagement of those brand messages through social channels. Our services can be delivered as a full service on a retainer basis OR in a modular fashion based on a portion of project delivery.
Birddog is a full service, B2B agency. Our core competencies are split into the strategy & delivery of Brand, Content, Digital & Social services. Our service delivery takes a natural progression from the development of the brand, into content and how it will be articulated through to the design and build for online channels of delivery and continued audience engagement of those brand messages through social channels. Our services can be delivered as a full service on a retainer basis OR in a modular fashion based on a portion of project delivery.
By now, we should know what to say, but we don’t know how to say it or what the concept or communications will look like. This is where we articulate the brand visually in order to demonstrate how it will be evolved and implemented tactically in the future. The Creative Platform® phase explores the strongest execution(s) for the message(s) being communicated. The delivery is in the form of concept boards that prove the execution can be used across online, offline and video channels.