B2B Webinar Festival: Content Recycling in B2B
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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.
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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
- 2. Our services The Buyer Lead Management Contentmarketing Marketing Automation @ingridarcher #b2bnl
- 3. Questions? GoToWebinar: “Chat” or “Ask a question” Or Twitter hashtag #b2bnl Twitter: @spotonvision @ingridarcher #b2bnl
- 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
- 9. Content for each phase in buying cycle @ingridarcher #b2bnl
- 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
- 14. Poll: Maak jij gebruik van Content Recycling in jouw organisatie? @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
- 20. Repurposing: Start Big and Break Down @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
- 23. Annual Reports: pick out the clever bits @ingridarcher #b2bnl
- 24. Repurposing: Start Small and go Big @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
- 27. Why invent the wheel? @ingridarcher #b2bnl
- 28. Remember: The Rule of 5 @ingridarcher #b2bnl
- 29. Promotion – power of social media @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
- 31. Be relevant to your readers @ingridarcher #b2bnl
- 32. It’s not about you (put yourself on the side..) @ingridarcher #b2bnl
- 34. Want more? Downloads are available eBook on Content Marketing www.spotonvision.com ePocket on content recycling www.spotonvision.com @ingridarcher #b2bnl
- 35. Q&A via “Chat” or“Ask a question” @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
Editor's Notes
- 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