B2B Content

RecyclingWhere there's Muck…Scot McKee, Managing Director, BirddogJune. 2012

www.birddog.co.uk

@scotmckee

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

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

So, for example…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@birddog.co.uk

Change Happens

Scot McKee, Managing Director @scotmckee