This document outlines a presentation about recycling and re-purposing content. It discusses why organizations should recycle their content, provides ideas for how to do it, and offers tips for success. Specifically, it recommends a 5-step process for content recycling that involves inventorying, categorizing, reviewing, prioritizing, and planning existing content. Examples are given of how different types of content like articles, reports and events can be repurposed across multiple channels. The presentation emphasizes making content relevant, focusing on the reader rather than the organization, and optimizing content for search engines.
7.pdf This presentation captures many uses and the significance of the number...
B2B Webinar Festival: Content Recycling in B2B
1. Recycling and Re-purposing Content
Case Studies
Presented by:
Ingrid Archer
Managing Partner
@ingridarcher
ingrid@spotonvision.com
Your Host:
Charles van der Wal
Inbound Marketeer
@charlesvdwal
charles@spotonvision.com
16th January 2014
4. Agenda
① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
@ingridarcher
#b2bnl
7. Content challenges
① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
@ingridarcher
#b2bnl
8. 80% of your marketing materials is not used
(source: IDC)
@ingridarcher
#b2bnl
15. Recycling or repurposing
① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
@ingridarcher
#b2bnl
16. Why?
Budget
Plenty on the shelf
Reaching target audience through
different channels/ways
Why invent the wheel again
Search Engine Optimization
@ingridarcher
#b2bnl
17. Content recycling in 5 steps
① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
@ingridarcher
#b2bnl
18. Content recycling in 5 steps
Make an inventory of your existing content
Categorize
Read and check it all
Judge and prioritize („from big to small‟ or „from small
to big‟)
Create content planning in line with your goals and
budget
@ingridarcher
#b2bnl
19. Some ideas
① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
@ingridarcher
#b2bnl
21. The long life of a Survey
Interview with
one of the
authors
Press
release
Summary of
the results
Blog post about the
survey in general
1 article
per chapter
Survey results online
Webinar about
the survey
@ingridarcher
#b2bnl
22. The long life of an Event
Video interview
all speakers
Impression
video
Report of
the day
6 short
articles
eBook
Nuon Masterclass
Webinar about
same topic
@ingridarcher
#b2bnl
25. 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
Slideshare
Series of articles
@ingridarcher
#b2bnl
26. 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
Whitepapers
Magazines and
newsletters
Powerpoints
Q&A’s
Content from
customers
Videos
Events
Infographics
Demos
@ingridarcher
#b2bnl
30. 3 content tips to be successful
① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
@ingridarcher
#b2bnl
34. Want more? Downloads are available
eBook on Content Marketing
www.spotonvision.com
ePocket on content recycling
www.spotonvision.com
@ingridarcher
#b2bnl
36. Want to know more? Or need help?
www.spotonvision.com
@spotONvision
@b2bmktforum
@ingridarcher
LinkedIn groups:
B2B Marketing Forum &
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision
@ingridarcher
#b2bnl
According to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report, one of the top concerns of B2B content marketers is producing enough content to engage prospects and customers. Since most organizations don’t have unlimited resources, it can be challenging to constantly feed your blog, website, social networks, newsletters, and other marketing channels with new and valuable information.
Additional ideas: to present the results, create a separate hand out, create an audio / blogradio series
The rule of 5 is that each and every content development undertaking should produce content assets that can be used at least 5 different ways. That also means that it needs careful planning