View
580
Download
3
Category
Preview:
DESCRIPTION
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.
Citation preview
Recycling and Re-purposing ContentCase Studies
Your Host:Charles van der WalInbound Marketeer@charlesvdwalcharles@spotonvision.com
Presented by:Ingrid ArcherManaging Partner@ingridarcheringrid@spotonvision.com
16th January 2014
@ingridarcher#b2bnl
The Buyer Contentmarketing
Lead Management Marketing Automation
Our services
@ingridarcher#b2bnl
Questions?
GoToWebinar: “Chat” or “Ask a question”
Or
Twitter hashtag #b2bnlTwitter: @spotonvision
@ingridarcher#b2bnl
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
Agenda
@ingridarcher#b2bnl
Charlotte
@ingridarcher#b2bnl
List of possibilities
@ingridarcher#b2bnl
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
Content challenges
@ingridarcher#b2bnl
80% of your marketing materials is not used (source: IDC)
@ingridarcher#b2bnl
Content for each phase in buying cycle
@ingridarcher#b2bnl
Main challenges are: • Interaction through
content• Producing enough
content• Producing right
variety of content
The Content Challenges in NL - 2012
spotONvision & TNS NIPO B2B Marketing Barometer 2012
@ingridarcher#b2bnl
@ingridarcher#b2bnl
Recycling or Repurposing
@ingridarcher#b2bnl
@ingridarcher#b2bnl
Poll: Maak jij gebruik van Content
Recycling in jouw organisatie?
@ingridarcher#b2bnl
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
Recycling or repurposing
@ingridarcher#b2bnl
Why?
Budget
Plenty on the shelf
Reaching target audience through
different channels/ways
Why invent the wheel again
Search Engine Optimization
@ingridarcher#b2bnl
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
Content recycling in 5 steps
@ingridarcher#b2bnl
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
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
Some ideas
@ingridarcher#b2bnl
Repurposing: Start Big and Break Down
@ingridarcher#b2bnl
Survey results online
Interview with one of the authors
Press release
Summary of the resultsBlog post about the survey in general
1 article per chapterWebinar
about the survey
The long life of a Survey
@ingridarcher#b2bnl
Nuon Masterclass
Video interview all speakers
Impression video
Report of the day6 short articles
eBook
Webinar about same topic
The long life of an Event
@ingridarcher#b2bnl
Annual Reports: pick out the clever bits
@ingridarcher#b2bnl
Repurposing: Start Small and go Big
@ingridarcher#b2bnl
Series of articles
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
The long life of an article
@ingridarcher#b2bnl
Good Stuff for recycling and repurposing
Quality Control for Manufactur
ing
The Employee Manual
Do’s & Don’ts when
working with clients
Annual Reports & Brochures
Articles Whitepapers
Magazines and
newsletters
Powerpoints
Q&A’sContent
from customers
Videos Events
Infographics Demos
@ingridarcher#b2bnl
Why invent the wheel?
@ingridarcher#b2bnl
Remember: The Rule of 5
5
@ingridarcher#b2bnl
Promotion – power of social media
@ingridarcher#b2bnl
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
3 content tips to be successful
@ingridarcher#b2bnl
Be relevant to your readers
1
@ingridarcher#b2bnl
It’s not about you (put yourself on the side..)2
@ingridarcher#b2bnl
Optimize your content3
@ingridarcher#b2bnl
Want more? Downloads are available
eBook on Content Marketingwww.spotonvision.com
ePocket on content recycling www.spotonvision.com
@ingridarcher#b2bnl
Q&A
via “Chat” or“Ask a question”
@ingridarcher#b2bnl
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
Recommended