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Workshop presentation 'Kliekjesmarketing' by Ingrid Archer, managing partner B2B marketing agency spotONvision, held on Feb 14th 2012. About content marketing and mostly about how to cleverly recycle or re-purpose marketing content .
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Contentmarketing met kliekjes | Recycling and Re-purposing Content
By Ingrid Archer – 14 Feb 2012
Twitter: @ingridarcher email: [email protected]
Charlotte
List of possibilities
80% of your marketing materials is not used (source: IDC)
The new buyer
Likes to look things up him/herself
Searches info online
Is critical and compares
Is independent
Is skeptical
Is overwhelmed with marketing messages
And most of them are neglected
Content Marketing and Thought Leadership
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience -
with the objective of driving profitable customer action.
Source: Joe Pulizzi
Content for each phase in buying cycle
Think Like a Publisher
Case Studies
White Papers
eBooks Blog
microsites Digital magazine Newsletter
Webinars
Podcasts
Online games
Videos
Articles
Virtual events
Executive roundtables
Screencast
Testimonials
Custom print magazine
Content for Brand Awareness and Leads
“The problem is getting the right
content to the right people”…”Producing
smart, highly targeted and truly innovative content
can be really challenging.”
The Challenge
Why do we need to take content marketing seriously?
The experts
Inbound requests
Leads
Database
Increase brand awareness
Search Engine performance
Sales engagement
Help the community!
Recycling or Repurposing
Why?
Budget
Plenty on the shelf
Reaching target audience through different
channels/ways
Why invent the wheel again
Search Engine Optimization
Repurposing: Start Big and Break Down
Survey results online
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
The long life of a Survey
Nuon Masterclass
Video interview all speakers
Impression video
Report of the day
6 short articles
eBook
Webinar about same topic
The long life of an Event
Q&A Blogpost about your Webinar
Break up your Whitepaper into series of articles
Create articles/webinars out of your movie
Annual Reports: pick out the clever bits
Break up your magazines
Repurposing: Start Small and go Big
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
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
Magazines
Powerpoints
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
Why invent the wheel?
Promotion – power of social media
Be relevant to your readers
It’s not about you (put yourself on the side..)
Optimize your content
Want more?
Free download: eBook on Content Marketing (in Dutch!) www.spotonvision.com
And even more?
B2B Marketing Forum Amsterdam – 20th March 2012 #b2bnl
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