The document discusses the challenges of content creation in B2B marketing, particularly the resource, time, and financial constraints that hinder effective content production. It introduces the concept of content recycling as a strategic solution to maximize the value of existing content, emphasizing the potential for repurposing content across various channels and formats. Additionally, the author shares real-world examples demonstrating the success of content recycling in increasing audience engagement and reach.

1. 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

2. B2B Content
Recycling
Where there's Muck…
Scot McKee, Managing Director, Birddog
June. 2012
www.birddog.co.uk
@scotmckee

3. Introduction

4. Introduction

5. The „C‟ word…
So, your marketing day looks a bit like this…

6. The „C‟ word…
Houston, we have a problem

7. The „C‟ word…
Alongside all the usual, „stuff‟

8. The „C‟ word…
You‟re now responsible for the „unusual stuff‟

9. The „C‟ word…
The digital workload has increased like this

10. The „C‟ word…
Marketing resource has changed from this

11. The „C‟ word…
To this.
Oh.

12. The „C‟ word…
It really needs to be this

13. The „C‟ word…
But hey, you‟re on your own – shit happens

14. The „C‟ word…
So you ask for some help from Roger and Don

15. The „C‟ word…
And Mad Men dream up new, shiny things

16. The „C‟ word…
We‟re easily distracted by new, shiny things

17. The „C‟ word…
Squirrel…!

18. The „C‟ word…
But every time the new, shiny thing is unveiled

19. The „C‟ word…
Someone uses the „C‟ word

20. The „C‟ word…
“What about… Content…?”

21. The „C‟ word…
And you have… none (or very little)

22. The „C‟ word…
No Resource
No Time
No Money
No Content
Oops

23. The „C‟ word…
Resource, time & money can be shared,
scheduled, negotiated
But content remains the primary obstacle

24. The „C‟ word…
Because you can‟t play with nothing to say

25. Content Creation
And so the content creation journey begins

26. Content Creation
It starts innocently enough

27. Content Creation
A blog… a tweet… a video… a „poke‟…
(ok, maybe not a „poke‟)

28. Content Creation
But it can only end in tears

29. Content Creation
Channels & platforms expand to the point of silly

30. Content Creation
Everyone wants a piece of your crazy ass content

31. Content Creation
The monster you created needs feeding

32. Content Creation
The Mad Men told you content would be
“User Generated…”

33. Content Creation
They *SO* lied
The users don‟t give a shit

34. Content Creation
Unless you have… content
Which you don‟t

35. Content Creation
So either everything else on the to-do list stops

36. Content Creation
And content creation takes over marketing

37. Content Creation
Or you „make do‟ with what you have

38. Content Creation
In B2B, that‟s usually… a whitepaper

39. Content Creation
Download a whitepaper from our website
Register for a whitepaper
Tweet about our whitepaper
Join our LinkedIn whitepaper group

40. Content Creation
There‟s a problem with that

41. Content Creation
Platforms aren‟t suited
Audiences fragmented
Few have time to read
No one really gives a shit

42. Content Creation
The content you have/had is less relevant
Creation of new content is intensive/costly
Customers have increasing content demands

43. Get into „Waste Mangt‟

44. Content Creation
Henry Ford created a charcoal industry from
Model T Ford wooden offcuts

45. Content Creation
„Recycling‟ to create value applies as much to
content as to Tony Soprano or Henry Ford

46. Content Creation
It‟s fast
It‟s cheap
It‟s flexible/adaptable
It requires minimum effort
It achieves maximum return

47. Content Creation
Most importantly:
Content Recycling provides customers with
exactly what they want

48. Recycling Content
The things you need to consider:

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?

51. Recycling Content
The important word is, „else‟
meaning, „in addition‟

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?

53. Recycling Content
Some people call it:
„4 Dimensional Marketing‟

54. Recycling Content
http://t.co/PHzm7Y0G

55. Recycling Content
The „4 Dimensions‟:
Content
Vertical Market
Job Function
Media

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

59. Recycling Content
(16!) = ?

60. Recycling Content
(16!) = 20,922,789,888,000

61. Recycling Content
For every 1 piece of content you produce, you
could happily recycle it 21 TRILLION times

62. Recycling Content
You probably won‟t, because… ewww
But you should make a start

63. Recycling Content
Take any piece of original content

64. Recycling Content
Editing produces, say, 3 blogs

65. Recycling Content
And a series of 5 mkt. specific emails

66. Recycling Content
Exec. Summary PDF is produced for the C-Suite

67. Recycling Content
The research is presented as 3 sharable
infographics for social distribution

68. Recycling Content
Technical data sheets for the Propeller-Heads

69. Recycling Content
„Sir‟ records a video of the highlights

70. Recycling Content
The associated sales PPT is shared online

71. Recycling Content
A press release(s) of the findings is issued

72. Recycling Content
Everyone tweets the bollocks off it

73. Recycling Content
Whatever the original, it spawns a multi-
channel, integrated content orgy… or something

74. Recycling Content
It‟s searchable, sociable, sharable, visible,
distributable, consumable, accessible, notable,
marketable, valuable, measurable…

75. Recycling Content
…and many other „ibble‟ words

76. Recycling Content
All from one itsy, bitsy piece of content

77. The Real World
Does it work?
Does it increase community engagement?

78. B2B Marketing Conf. 2011
Here‟s what I‟ve been doing
for the last 6 months

79. The Real World
I took a picture and tweeted it

80. The Real World
It received more views than the entire
conference delegation… in 5 minutes

81. The Real World
I gave up counting after 3 THOUSAND views

82. The Real World
But I did recycle the photo into a blog post

83. The Real World
The blog was widely
circulated in my network

84. The Real World
Support
Fan
Advocate
It brought my audience closer to my brand
And created another recycling opportunity

85. The Real World
YouTube video released

86. The Real World
One hour after movie release

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+

93. The Real World
Content Recycling is a big deal

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.)

100. Thank you (and be social…)
Scot McKee

101. 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

102. 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