content recycling- birddog
TRANSCRIPT
© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk /
Change Happens
Scot McKee, Managing Director @scotmckee
B2B Content
RecyclingWhere there's Muck…Scot McKee, Managing Director, BirddogJune. 2012
www.birddog.co.uk
@scotmckee
Introduction
Introduction
So, your marketing day looks a bit like this…
The ‘C’ word…
Houston, we have a problem
The ‘C’ word…
Alongside all the usual, ‘stuff’
The ‘C’ word…
You’re now responsible for the ‘unusual stuff’
The ‘C’ word…
The digital workload has increased like this
The ‘C’ word…
Marketing resource has changed from this
The ‘C’ word…
To this.Oh.
The ‘C’ word…
It really needs to be this
The ‘C’ word…
But hey, you’re on your own – shit happens
The ‘C’ word…
So you ask for some help from Roger and Don
The ‘C’ word…
And Mad Men dream up new, shiny things
The ‘C’ word…
We’re easily distracted by new, shiny things
The ‘C’ word…
Squirrel…!
The ‘C’ word…
But every time the new, shiny thing is unveiled
The ‘C’ word…
Someone uses the ‘C’ word
The ‘C’ word…
“What about… Content…?”
The ‘C’ word…
And you have… none (or very little)
The ‘C’ word…
No Resource No TimeNo Money
No Content
Oops
The ‘C’ word…
Resource, time & money can be shared, scheduled, negotiated
But content remains the primary obstacle
The ‘C’ word…
Because you can’t play with nothing to say
The ‘C’ word…
And so the content creation journey begins
Content Creation
It starts innocently enough
Content Creation
A blog… a tweet… a video… a ‘poke’…(ok, maybe not a ‘poke’)
Content Creation
But it can only end in tears
Content Creation
Channels & platforms expand to the point of silly
Content Creation
Everyone wants a piece of your crazy ass content
Content Creation
The monster you created needs feeding
Content Creation
The Mad Men told you content would be “User Generated…”
Content Creation
They *SO* liedThe users don’t give a shit
Content Creation
Unless you have… content Which you don’t
Content Creation
So either everything else on the to-do list stops
Content Creation
And content creation takes over marketing
Content Creation
Or you ‘make do’ with what you have
Content Creation
In B2B, that’s usually… a whitepaper
Content Creation
Download a whitepaper from our websiteRegister for a whitepaperTweet about our whitepaperJoin our LinkedIn whitepaper group
Content Creation
There’s a problem with that
Content Creation
Platforms aren’t suitedAudiences fragmentedFew have time to readNo one really gives a shit
Content Creation
The content you have/had is less relevantCreation of new content is intensive/costlyCustomers have increasing content demands
Content Creation
Get into ‘Waste Mangt’
Henry Ford created a charcoal industry from Model T Ford wooden offcuts
Content Creation
‘Recycling’ to create value applies as much to content as to Tony Soprano or Henry Ford
Content Creation
It’s fastIt’s cheapIt’s flexible/adaptableIt requires minimum effortIt achieves maximum return
Content Creation
Most importantly:
Content Recycling provides customers with exactly what they want
Content Creation
The things you need to consider:
Recycling Content
There are only 2 points of Content Origination:
Created/Commissioned (Yours)Obtained/Provided (Someone Else’s)
Recycling Content
In both cases ask 3 questions:
How else can I use this content?Where else can I use this content?Who else will be interested in this content?
Recycling Content
The important word is, ‘else’meaning, ‘in addition’
Recycling Content
If it’s a whitepaper, it’s a whitepaper
But what else might it contain or be turned into, who else might like it, where else are they?
Recycling Content
Some people call it:‘4 Dimensional Marketing’
Recycling Content
http://t.co/PHzm7Y0G
Recycling Content
The ‘4 Dimensions’:
ContentVertical MarketJob FunctionMedia
Recycling Content
The 4 ‘Recycled’ Dimensions:
Content………………. Original genericVertical Market……. Change to suitJob Function……….. Alter toneMedia…………………. Re-format
Recycling Content
The Content Factorial:
(x!) = Σ Content + Vertical + Function + Media
Given any whole number, the factorial can be found by multiplying all the whole numbers together from the given down to one.
Recycling Content
So, for example, let’s assume:
1 Piece of ContentRelevant to 5 Vertical MarketsAnd 5 Job Functions Using 5 Media Platforms
1 + 5 + 5 + 5 = 16(16!) = Content Recycling Opportunity
Recycling Content
(16!) = ?
Recycling Content
(16!) = 20,922,789,888,000
Recycling Content
For every 1 piece of content you produce, you could happily recycle it 21 TRILLION times
Recycling Content
You probably won’t, because… ewwwBut you should make a start
Recycling Content
Take any piece of original content
Recycling Content
Editing produces, say, 3 blogs
Recycling Content
And a series of 5 mkt. specific emails
Recycling Content
Exec. Summary PDF is produced for the C-Suite
Recycling Content
The research is presented as 3 sharable infographics for social distribution
Recycling Content
Technical data sheets for the Propeller-Heads
Recycling Content
‘Sir’ records a video of the highlights
Recycling Content
The associated sales PPT is shared online
Recycling Content
A press release(s) of the findings is issued
Recycling Content
Everyone tweets the bollocks off it
Recycling Content
Whatever the original, it spawns a multi-channel, integrated content orgy… or something
Recycling Content
It’s searchable, sociable, sharable, visible, distributable, consumable, accessible, notable, marketable, valuable, measurable…
Recycling Content
…and many other ‘ibble’ words
Recycling Content
All from one itsy, bitsy piece of content
Recycling Content
Does it work?Does it increase community engagement?
The Real World
Here’s what I’ve been doing for the last 6 months
B2B Marketing Conf. 2011
I took a picture and tweeted it
The Real World
It received more views than the entire conference delegation… in 5 minutes
The Real World
I gave up counting after 3 THOUSAND views
The Real World
But I did recycle the photo into a blog post
The Real World
The blog was widely circulated in my network
The Real World
Support
Fan
Advocate
It brought my audience closer to my brandAnd created another recycling opportunity
The Real World
YouTube video released
The Real World
One hour after movie release
The Real World
That’s a month of presentations, in an hour
The Real World
One week after slides were recycled – 707 viewsThat’s over two years of presentations, in a week
The Real World
The current No. of views is five thousandAnd still counting
The Real World
In a classic recycling move, my content became someone else’s content
The Real World
A presentation (that I was giving anyway)Became a worldwide phenomenon, kinda
The Real World
Reach:Original Content…….. 150
Recycled Content:Photo……............. 3,000+Blog Post…………. 6,000+YouTube Video…. 300+Slideshare PPT…. 5,000+Social Sharing…... x,000+
The Real World
Content Recycling is a big deal
The Real World
It’s an even bigger deal as an evolving, growing, developing strategic plan
The Real World
Recycling in the last 6 months:
Slides Viewed…………………. 1.3 millionVideo Broadcast……………… 614 hoursWords Read……………………. 21.6 millionSocial Amplification………… fekin’ LOUD
All pointing to one thing…
The Real World
Content takes time, money, effort to createEveryone has the platformsFew have the content to support the platformsThat makes content valuable
To end at the beginning
Maximizing the value is, like, *duh* dude…Recycling content is quick, cheap, easyAnd, like, maximizes (dude)
To end at the beginning
No one’s sitting waiting for your next tweetIt’s ok to repeat your important contentIt’s ok to provide content in multiple formats
To end at the beginning
PS: This deck contains 14% recycled material(No animals were harmed… etc.)
To end at the beginning
Thank you (and be social…)
Scot McKee
http://www.birddog.co.uk
http://www.slideshare.net/birddogb2b http://www.youtube.com/user/BirddogB2B
https://twitter.com/#!/BirddogB2B
https://twitter.com/#!/scotmckee
http://is.gd/mckeebooks
Further Resources
© 2012 Birddog Ltd. 58 Parker Street, Covent Garden, London WC2B 5PZ / +44 (0)20 7323 6666 / www.birddog.co.uk /
Change Happens
Scot McKee, Managing Director @scotmckee