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B2B Webinar Festival: Content Recycling in B2B

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Tijdens het B2B Webinar Festival op 16 januari 2014, legde Ingrid Archer, managing partner van spotONvision, uit hoe je content succesvol kunt recyclen en inzetten in jouw marketingstrategie. Je hoeft namelijk niet continue het wiel opnieuw uit te vinden. Kijk allereerst wat je op de plank hebt liggen.

Tijdens het webinar gaf Ingrid praktische voorbeelden en tips over hoe je jouw oude content, succesvol kunt hergebruiken. Heb je het webinar gemist? Bekijk dan hier de slides.

Voor meer informatie; bekijk de website van spotONvision: www.spotonvision.com. spotONvision organiseert jaarlijks het B2B Marketing Forum. Voor meer informatie: www.b2bmarketingforum.nl.

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B2B Webinar Festival: Content Recycling in B2B

  1. 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
  2. 2. Our services The Buyer Lead Management Contentmarketing Marketing Automation @ingridarcher #b2bnl
  3. 3. Questions? GoToWebinar: “Chat” or “Ask a question” Or Twitter hashtag #b2bnl Twitter: @spotonvision @ingridarcher #b2bnl
  4. 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
  5. 5. Charlotte @ingridarcher #b2bnl
  6. 6. List of possibilities @ingridarcher #b2bnl
  7. 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. 8. 80% of your marketing materials is not used (source: IDC) @ingridarcher #b2bnl
  9. 9. Content for each phase in buying cycle @ingridarcher #b2bnl
  10. 10. The Content Challenges in NL - 2012 Main challenges are: • Interaction through content • Producing enough content • Producing right variety of content spotONvision & TNS NIPO B2B Marketing Barometer 2012 @ingridarcher #b2bnl
  11. 11. @ingridarcher #b2bnl
  12. 12. Recycling or Repurposing @ingridarcher #b2bnl
  13. 13. @ingridarcher #b2bnl
  14. 14. Poll: Maak jij gebruik van Content Recycling in jouw organisatie? @ingridarcher #b2bnl
  15. 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. 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. 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. 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. 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
  20. 20. Repurposing: Start Big and Break Down @ingridarcher #b2bnl
  21. 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. 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
  23. 23. Annual Reports: pick out the clever bits @ingridarcher #b2bnl
  24. 24. Repurposing: Start Small and go Big @ingridarcher #b2bnl
  25. 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. 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
  27. 27. Why invent the wheel? @ingridarcher #b2bnl
  28. 28. Remember: The Rule of 5 @ingridarcher #b2bnl
  29. 29. Promotion – power of social media @ingridarcher #b2bnl
  30. 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
  31. 31. Be relevant to your readers @ingridarcher #b2bnl
  32. 32. It’s not about you (put yourself on the side..) @ingridarcher #b2bnl
  33. 33. Optimize your content @ingridarcher #b2bnl
  34. 34. Want more? Downloads are available eBook on Content Marketing www.spotonvision.com ePocket on content recycling www.spotonvision.com @ingridarcher #b2bnl
  35. 35. Q&A via “Chat” or“Ask a question” @ingridarcher #b2bnl
  36. 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
  37. 37. @ingridarcher #b2bnl

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