Ricardo Molina and Karim break down a four-step framework for B2B content: plan, produce, repurpose, distribute. Event organizers and media companies already have the raw material—speakers, recordings, topics—to turn into episodic shows that drive brand awareness or business development.
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Talk us through this framework.
Perfect. And Ricardo, please feel free to stop me at any stage because it'd be good for us to have a discussion around these for sure. But yeah, basically when we think of creating shows, it can get very fun very quickly. And the purpose of this framework is to make sure that anything that we do create is focus on bottom line results. So it's a four step process. It's basically plan, produce, repurpose and distribute. And within each stage, as you can see, there's a few sub steps basically. So it all starts with us planning the show right now. Keep in mind, especially because we, you know, if you are a B2B company that's already creating events, you're already a leg up over the competition. If you're an event organizer, you're already a leg up on the competition because you already have some of the makings of something that's very difficult for other companies to even think of, which is content that actually matters. Now all that we need to do is figure out how we can actually package that as a show series. Right? So it starts off with the show strategy. And depending on whether this is an event that's going to be coming up in the future, or perhaps a set of recorded sessions that you've recently completed, it really all comes down to positioning and packaging. Could be as simple as deciding. Making a decision to call this a show or call this a series. And to start using short terminologies like that, rather than having sessions, you now have episodes rather than having a set of random videos. It's actually something that's going to be a dedicated show as such. And from there, within the show strategy, we can actually start to look at the specific positioning for that audience as well. So naturally, if we follow the inbound methodology or HubSpot, they talk a lot about Personas. Of course, similarly to the show content that you create, we really have to zoom in on one specific Persona that this show will be created for. And once we figured that out, we then look at what is our goal with that Persona. And broadly speaking, our goal from an events perspective is either brand awareness or it's business development. Or in many cases it could be both as well. So if it's whether it's brand awareness or business development that's actually going to affect what type of topics we end up talking about, if it's something that's going to be in the future, or maybe it's, you know, we're looking at curating a set of specific topics around the certain theme as well. As the guests. For. To give you a quick example, with brand awareness, we're obviously trying to get the word out there. We're trying to get as much engagement as possible, maybe as much traffic as possible. So in that sense, we may decide to focus on topics that are particularly popular from a search perspective. For example, we may also decide to look at, for example, guests and feature guests and conversations with guests that have a certain level of cloud score or certain network size because we want them to share that content on. So it's very much brand awareness focused. Whereas on the business development side, perhaps we decide, you know what, we're actually going to go after a set of target accounts and co create content with these people. So if I want to do business with a specific set of 20 companies, why don't I find something that these guys have in common and reverse engineer that to create some form of a series of episodes around that?
That's pretty, that's pretty cool. And I think. Let me just kind of unpack that because I think that's fundamental. So for the audience out there, please let us know if, if, if, if. Proceed. I'm going in the wrong direction and I'm very happy to put it back on track. But for event organizers or event promotion type of scenario, the plan stage, everybody, you guys have already have a strategy because you're going to basically you very likely are going to have an event taking place. So your main goal is going to drive awareness, is going to be to generate registrations and to do all that stuff. Very likely you will have topics because your conference or your virtual event is going to have topics already in place. And very likely you're going to have some guests that are going to be. So is it fair to say, Karim, that in the angle and the side of event organizers, media businesses and companies that are running virtual events, the plan stage is kind of already done. And I think it's just more a matter of framing that accordingly and positioning that in the way that it is. Like for instance, we did our, or this is the last episode, so to speak, of the digital pivot series in our series of webinars. And I think it just makes it very easy to market, makes it very easy, easy to promote. And the other aspect that I think it's very, very, very important is that, so the value proposition is, okay, what are you going to, what are you aiming to generate out of this? And of course it's going to be brand awareness. You want to make that, you want to make sure that your event, if this is Pre event, by the way, you want to make sure that your event gets seen by a lot of people and ultimately they registered to attend the event. And so in that side of things. And then you can either involve sponsors and that's going to basically help to drive value. You can get obviously your speakers, you might be able to get your rejects of people that said, oh, sorry, I'm not going to be able to join your live event, but I really had an interesting story to tell and then that's kind of a way for you just to add value. Does that make sense, Karim?
Right.
In the framework that we're talking about.
100% and I completely agree with you that people who are already in the game, in the events game. Right. They definitely have a leg up on the competition as I mentioned earlier because the plan stage and perhaps some elements of the produce stage as well, you know, are naturally inherent. They're naturally part of the job. But I completely agree with you Ricardo, like you know, on the importance of just reframing it or packaging it. They are very, very similar. But you know, all good marketing is ultimately packaging and that kind of story that you tell.
Totally, yeah, yeah, totally. And then I just kind of wanted to add one thing there and the fact that online communities is becoming extremely, extremely important and extremely extremely topical. Episodic marketing comes to, comes as a. I personally see it as a savior for marketeers and companies out there because there's generally a question is how can we engage our online community further? How can we. And then these kind of slicing and dicing this content beforehand before the event takes place helps to drive that engagement within that community, helps to drive that engagement within social media and then it's actually giving you a taster of what's going to look like. Is that right?
Absolutely.
And this is kind of a part of. I just going to really want to make sure that I am linking everything, all these how episodic market will fit in into the online community strategy and how it will fit in with your pre event promotion.
