Content marketing: Recycling content | case studies – Ingrid Archer – spotONvision
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Content marketing in practice: the biggest challenge seems to be to create great, effective and the right amount of content, whether articles, whitepapers or videos. How can you efficiently manage your content, re-purpose when needed and get more content out of your events?
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Content marketing: Recycling content | case studies – Ingrid Archer – spotONvision
- 2. #b2bnl
- 3. Content Marketing Recycling Case Studies By: Ingrid Archer, spotONvision 20th March 2012 @ingridarcher
- 6. 80% of your marketing materials is not used (source: IDC) @ingridarcher
- 7. Content for each phase in buying cycle @ingridarcher
- 9. The Content Challenges in NL - 2012 Main challenges are: • Interaction through content • Producing enough content • Producing right variety of content spotONvision & TNS NIPO B2B Markeitng Barometer 2012 @ingridarcher
- 10. @ingridarcher
- 11. Why? Budget Plenty on the shelf Reaching target audience through different channels/ways Why invent the wheel again Search Engine Optimization @ingridarcher
- 12. Repurposing: Start Big and Break Down @ingridarcher
- 13. The long life of a Survey Interview with the author Press release Summary of the results Blog post about the survey in general 1 article per chapter Webinar about the survey Survey results online @ingridarcher
- 14. The long life of an Event Video interview all speakers Impression video Report of the day 6 short articles eBook Webinar about same topic Masterclass @ingridarcher
- 15. Annual Reports: pick out the clever bits @ingridarcher
- 16. Repurposing: Start Small and go Big @ingridarcher
- 17. 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
- 18. Good Stuff for recycling and repurposing Quality Do’s & Don’ts Annual The Employee Control for when working Reports & Manual Manufacturing with clients Brochures Magazines and Articles Whitepapers Powerpoints newsletters Content from Q&A’s Videos Events customers Infographics Demos @ingridarcher
- 19. Example: Quality Control Manual Make sure the front wheel is tightened completely before you put the bicycle out on the floor 20% of bicycle accidents happen because some part of the bike wasn’t properly installed. The front wheel is the common culprit, so make sure the front wheel is part if the pre-ride safety check Source: Ian Lurie @ingridarcher
- 20. Why invent the wheel? @ingridarcher
- 21. Remember: The Rule of 5 @ingridarcher
- 22. Want more? Free download: eBook on Content Marketing (in Dutch!) www.spotonvision.com
Notas del editor
- 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