B2B ContentRecyclingWhere theres Muck…Scot McKee, Managing Director, BirddogJune. 2012www.birddog.co.uk@scotmckee
Introduction
The „C‟ word… So, your marketing day looks a bit like this…
The „C‟ word… Houston, we have a problem
The „C‟ word… Alongside all the usual, „stuff‟
The „C‟ word… You‟re now responsible for the „unusual stuff‟
The „C‟ word… The digital workload has increased like this
The „C‟ word… Marketing resource has changed from this
The „C‟ word… To this. Oh.
The „C‟ word… It really needs to be this
The „C‟ word… But hey, you‟re on your own – shit happens
The „C‟ word… So you ask for some help from Roger and Don
The „C‟ word… And Mad Men dream up new, shiny things
The „C‟ word… We‟re easily distracted by new, shiny things
The „C‟ word… Squirrel…!
The „C‟ word… But every time the new, shiny thing is unveiled
The „C‟ word… Someone uses the „C‟ word
The „C‟ word… “What about… Content…?”
The „C‟ word… And you have… none (or very little)
The „C‟ word… No Resource No Time No Money No Content Oops
The „C‟ word… Resource, time & money can be shared, scheduled, negotiated But content remains the primary obstacle
The „C‟ word… Because you can‟t play with nothing to say
Content Creation And so the content creation journey begins
Content Creation It starts innocently enough
Content Creation A blog… a tweet… a video… a „poke‟… (ok, maybe not a „poke‟)
Content Creation But it can only end in tears
Content Creation Channels & platforms expand to the point of silly
Content Creation Everyone wants a piece of your crazy ass content
Content Creation The monster you created needs feeding
Content Creation The Mad Men told you content would be “User Generated…”
Content Creation They *SO* lied The users don‟t give a shit
Content Creation Unless you have… content Which you don‟t
Content Creation So either everything else on the to-do list stops
Content Creation And content creation takes over marketing
Content Creation Or you „make do‟ with what you have
Content Creation In B2B, that‟s usually… a whitepaper
Content Creation Download a whitepaper from our website Register for a whitepaper Tweet about our whitepaper Join our Link...
Content Creation There‟s a problem with that
Content Creation Platforms aren‟t suited Audiences fragmented Few have time to read No one really gives a shit
Content Creation The content you have/had is less relevant Creation of new content is intensive/costly Customers have incr...
Get into „Waste Mangt‟
Content Creation Henry Ford created a charcoal industry from Model T Ford wooden offcuts
Content Creation „Recycling‟ to create value applies as much to content as to Tony Soprano or Henry Ford
Content Creation It‟s fast It‟s cheap It‟s flexible/adaptable It requires minimum effort It achieves maximum return
Content Creation Most importantly: Content Recycling provides customers with exactly what they want
Recycling Content There are only 2 points of Content Origination: Created/Commissioned (Yours) Obtained/Provided (Someone ...
Recycling Content In both cases ask 3 questions: How else can I use this content? Where else can I use this content? Who e...
Recycling Content The important word is, „else‟ meaning, „in addition‟
Recycling Content If it‟s a whitepaper, it‟s a whitepaper But what else might it contain or be turned into, who else might...
Recycling Content Some people call it: „4 Dimensional Marketing‟
Recycling Content http://t.co/PHzm7Y0G
Recycling Content The „4 Dimensions‟: Content Vertical Market Job Function Media
Recycling Content The 4 „Recycled‟ Dimensions: Content………………. Original generic Vertical Market……. Change to suit Job Funct...
Recycling Content The Content Factorial: (x!) = Σ Content + Vertical + Function + Media Given any whole number, the factor...
Recycling Content So, for example, let‟s assume: 1 Piece of Content Relevant to 5 Vertical Markets And 5 Job Functions Usi...
Recycling Content                    (16!) = ?
Recycling Content (16!) = 20,922,789,888,000
Recycling Content For every 1 piece of content you produce, you could happily recycle it 21 TRILLION times
Recycling Content You probably won‟t, because… ewww But you should make a start
Recycling Content So, for example… Take any piece of original content
Recycling Content Editing produces, say, 3 blogs
Recycling Content And a series of 5 mkt. specific emails
Recycling Content Exec. Summary PDF is produced for the C-Suite
Recycling Content The research is presented as 3 sharable infographics for social distribution
Recycling Content Technical data sheets for the Propeller-Heads
Recycling Content „Sir‟ records a video of the highlights
Recycling Content The associated sales PPT is shared online
Recycling Content A press release(s) of the findings is issued
Recycling Content Everyone tweets the bollocks off it
Recycling Content Whatever the original, it spawns a multi- channel, integrated content orgy… or something
Recycling Content It‟s searchable, sociable, sharable, visible, distributable, consumable, accessible, notable, marketable...
Recycling Content …and many other „ibble‟ words
Recycling Content All from one itsy, bitsy piece of content
The Real World Does it work? Does it increase community engagement?
B2B Marketing Conf. 2011  Here‟s what I‟ve been doing  for the last 6 months
The Real World I took a picture and tweeted it
The Real World It received more views than the entire conference delegation… in 5 minutes
The Real World I gave up counting after 3 THOUSAND views
The Real World But I did recycle the photo into a blog post
The Real World The blog was widely circulated in my network
The Real World Support Fan Advocate It brought my audience closer to my brand And created another recycling opportunity
The Real World YouTube video released
The Real World One hour after movie release
The Real World That‟s a month of presentations, in an hour
The Real World One week after slides were recycled – 707 views That‟s over two years of presentations, in a week
The Real World The current No. of views is five thousand And still counting
The Real World In a classic recycling move, my content became someone else‟s content
The Real World A presentation (that I was giving anyway) Became a worldwide phenomenon, kinda
The Real World Reach: Original Content…….. 150 Recycled Content: Photo……............. 3,000+ Blog Post…………. 6,000+ YouTube...
The Real World Content Recycling is a big deal
The Real World It‟s an even bigger deal as an evolving, growing, developing strategic plan
The Real World Recycling in the last 6 months: Slides Viewed…………………. 1.3 million Video Broadcast……………… 614 hours Words Rea...
To end at the beginning Content takes time, money, effort to create Everyone has the platforms Few have the content to sup...
To end at the beginning Maximizing the value is, like, *duh* dude… Recycling content is quick, cheap, easy And, like, maxi...
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 p...
To end at the beginning PS: This deck contains 14% recycled material (No animals were harmed… etc.)
Thank you (and be social…)                Scot McKee
Further Resources    http://www.birddog.co.uk    http://www.slideshare.net/birddogb2b    http://www.youtube.com/user/Birdd...
Change Happens                     Scot McKee, Managing Director      @scotmckee© 2012 Birddog Ltd. 58 Parker Street, Cove...
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Content Recycling - B2B Marketing Summit 2012 - Scot McKee

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Presentation given by Scot McKee, Managing Director, Birddog, at the B2B Marketing Summit, London, 2012.

McKee explains how B2B brands can re-purpose, reuse and 'recycle' valuable content in order to maximize ROI and deliver increased customer engagement. A video of the full presentation is available at: http://www.birddog.co.uk

McKee’s books on the subject of Creative B2B Branding and Business Marketing are available from Amazon - http://is.gd/mckeebooks

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  • 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.
  • 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.
  • Content Recycling - B2B Marketing Summit 2012 - Scot McKee

    1. 1. B2B ContentRecyclingWhere theres Muck…Scot McKee, Managing Director, BirddogJune. 2012www.birddog.co.uk@scotmckee
    2. 2. Introduction
    3. 3. The „C‟ word… So, your marketing day looks a bit like this…
    4. 4. The „C‟ word… Houston, we have a problem
    5. 5. The „C‟ word… Alongside all the usual, „stuff‟
    6. 6. The „C‟ word… You‟re now responsible for the „unusual stuff‟
    7. 7. The „C‟ word… The digital workload has increased like this
    8. 8. The „C‟ word… Marketing resource has changed from this
    9. 9. The „C‟ word… To this. Oh.
    10. 10. The „C‟ word… It really needs to be this
    11. 11. The „C‟ word… But hey, you‟re on your own – shit happens
    12. 12. The „C‟ word… So you ask for some help from Roger and Don
    13. 13. The „C‟ word… And Mad Men dream up new, shiny things
    14. 14. The „C‟ word… We‟re easily distracted by new, shiny things
    15. 15. The „C‟ word… Squirrel…!
    16. 16. The „C‟ word… But every time the new, shiny thing is unveiled
    17. 17. The „C‟ word… Someone uses the „C‟ word
    18. 18. The „C‟ word… “What about… Content…?”
    19. 19. The „C‟ word… And you have… none (or very little)
    20. 20. The „C‟ word… No Resource No Time No Money No Content Oops
    21. 21. The „C‟ word… Resource, time & money can be shared, scheduled, negotiated But content remains the primary obstacle
    22. 22. The „C‟ word… Because you can‟t play with nothing to say
    23. 23. Content Creation And so the content creation journey begins
    24. 24. Content Creation It starts innocently enough
    25. 25. Content Creation A blog… a tweet… a video… a „poke‟… (ok, maybe not a „poke‟)
    26. 26. Content Creation But it can only end in tears
    27. 27. Content Creation Channels & platforms expand to the point of silly
    28. 28. Content Creation Everyone wants a piece of your crazy ass content
    29. 29. Content Creation The monster you created needs feeding
    30. 30. Content Creation The Mad Men told you content would be “User Generated…”
    31. 31. Content Creation They *SO* lied The users don‟t give a shit
    32. 32. Content Creation Unless you have… content Which you don‟t
    33. 33. Content Creation So either everything else on the to-do list stops
    34. 34. Content Creation And content creation takes over marketing
    35. 35. Content Creation Or you „make do‟ with what you have
    36. 36. Content Creation In B2B, that‟s usually… a whitepaper
    37. 37. Content Creation Download a whitepaper from our website Register for a whitepaper Tweet about our whitepaper Join our LinkedIn whitepaper group
    38. 38. Content Creation There‟s a problem with that
    39. 39. Content Creation Platforms aren‟t suited Audiences fragmented Few have time to read No one really gives a shit
    40. 40. Content Creation The content you have/had is less relevant Creation of new content is intensive/costly Customers have increasing content demands
    41. 41. Get into „Waste Mangt‟
    42. 42. Content Creation Henry Ford created a charcoal industry from Model T Ford wooden offcuts
    43. 43. Content Creation „Recycling‟ to create value applies as much to content as to Tony Soprano or Henry Ford
    44. 44. Content Creation It‟s fast It‟s cheap It‟s flexible/adaptable It requires minimum effort It achieves maximum return
    45. 45. Content Creation Most importantly: Content Recycling provides customers with exactly what they want
    46. 46. Recycling Content There are only 2 points of Content Origination: Created/Commissioned (Yours) Obtained/Provided (Someone Else‟s)
    47. 47. 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?
    48. 48. Recycling Content The important word is, „else‟ meaning, „in addition‟
    49. 49. 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?
    50. 50. Recycling Content Some people call it: „4 Dimensional Marketing‟
    51. 51. Recycling Content http://t.co/PHzm7Y0G
    52. 52. Recycling Content The „4 Dimensions‟: Content Vertical Market Job Function Media
    53. 53. Recycling Content The 4 „Recycled‟ Dimensions: Content………………. Original generic Vertical Market……. Change to suit Job Function……….. Alter tone Media…………………. Re-format
    54. 54. 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.
    55. 55. 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
    56. 56. Recycling Content (16!) = ?
    57. 57. Recycling Content (16!) = 20,922,789,888,000
    58. 58. Recycling Content For every 1 piece of content you produce, you could happily recycle it 21 TRILLION times
    59. 59. Recycling Content You probably won‟t, because… ewww But you should make a start
    60. 60. Recycling Content So, for example… Take any piece of original content
    61. 61. Recycling Content Editing produces, say, 3 blogs
    62. 62. Recycling Content And a series of 5 mkt. specific emails
    63. 63. Recycling Content Exec. Summary PDF is produced for the C-Suite
    64. 64. Recycling Content The research is presented as 3 sharable infographics for social distribution
    65. 65. Recycling Content Technical data sheets for the Propeller-Heads
    66. 66. Recycling Content „Sir‟ records a video of the highlights
    67. 67. Recycling Content The associated sales PPT is shared online
    68. 68. Recycling Content A press release(s) of the findings is issued
    69. 69. Recycling Content Everyone tweets the bollocks off it
    70. 70. Recycling Content Whatever the original, it spawns a multi- channel, integrated content orgy… or something
    71. 71. Recycling Content It‟s searchable, sociable, sharable, visible, distributable, consumable, accessible, notable, marketable, valuable, measurable…
    72. 72. Recycling Content …and many other „ibble‟ words
    73. 73. Recycling Content All from one itsy, bitsy piece of content
    74. 74. The Real World Does it work? Does it increase community engagement?
    75. 75. B2B Marketing Conf. 2011 Here‟s what I‟ve been doing for the last 6 months
    76. 76. The Real World I took a picture and tweeted it
    77. 77. The Real World It received more views than the entire conference delegation… in 5 minutes
    78. 78. The Real World I gave up counting after 3 THOUSAND views
    79. 79. The Real World But I did recycle the photo into a blog post
    80. 80. The Real World The blog was widely circulated in my network
    81. 81. The Real World Support Fan Advocate It brought my audience closer to my brand And created another recycling opportunity
    82. 82. The Real World YouTube video released
    83. 83. The Real World One hour after movie release
    84. 84. The Real World That‟s a month of presentations, in an hour
    85. 85. The Real World One week after slides were recycled – 707 views That‟s over two years of presentations, in a week
    86. 86. The Real World The current No. of views is five thousand And still counting
    87. 87. The Real World In a classic recycling move, my content became someone else‟s content
    88. 88. The Real World A presentation (that I was giving anyway) Became a worldwide phenomenon, kinda
    89. 89. 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+
    90. 90. The Real World Content Recycling is a big deal
    91. 91. The Real World It‟s an even bigger deal as an evolving, growing, developing strategic plan
    92. 92. 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…
    93. 93. 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
    94. 94. To end at the beginning Maximizing the value is, like, *duh* dude… Recycling content is quick, cheap, easy And, like, maximizes (dude)
    95. 95. 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
    96. 96. To end at the beginning PS: This deck contains 14% recycled material (No animals were harmed… etc.)
    97. 97. Thank you (and be social…) Scot McKee
    98. 98. Further Resources http://www.birddog.co.uk http://www.slideshare.net/birddogb2b http://www.youtube.com/user/BirddogB2B https://twitter.com/#!/BirddogB2B https://twitter.com/#!/scotmckee http://is.gd/mckeebooks
    99. 99. Change Happens Scot McKee, Managing Director @scotmckee© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk / change@birddog.co.uk

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