When you think of the word recycling, you usually get a lot of icons in mind. Plastic. Paper. Can. Biodegradable. Non-biodegradable. Obviously this type of labeling is important because it helps you understand the process necessary for recycling a particular category.
What you may not know is that it’s also important when recycling other things besides trash. In your case, your appointment setting campaigns have plenty of leftover resources that need to be sorted out.
Content and Contact
Like bio and non-bio degradable, your recyclable resources fall under two categories. One is content and the other is contact.
You already know the important role of content in any B2B marketing activity. It helps in prospect education. It generates inbound B2B leads. You also use it to establish more credibility and thought leadership.
Repurposing content doesn’t change those goals. It merely changes the form. Take Hubspot’s example of repurposing webinar content. Other types of content include:
- Research data
One important thing to remember though is to make sure the content is recycled and not simply cloned. Yes, there’s a difference. When you transform a webinar presentation into a blog post, you don’t just copy-paste everything. You might want to consider splitting the presentation and exploring other points in depth. Sometimes you’re free to repeat an old idea but do it only when you think it’s good to serve reminders to your audience.
In case you haven’t realized it, content serves only to help generate prospect interest and is still only responsible at getting them through the start of the whole appointment setting process. On the other hand, contact information is what you use to really set the meeting and bring you closer winning a sale.
It’s should not surprise you then to know that recycling this kind of information can be trickier. Unlike your content, it’s the prospects changing this information constantly. Making use of it again means making sure you’re constantly up-to-date in case that:
- They change positions – With employees getting less the longer they stay, there’s a lot of incentive for hopping around companies. That means the prospect you contacted last year may be the same person this year.
- Needs must be reviewed – You can’t measure customer satisfaction correctly if you don’t know what needed satisfying in the first place. Obtaining prospect information includes more than just a number or an address. You also have a prospect’s own expectations from your product/service that might be forgotten overtime.
The appointment setting process might be a little complex but fortunately, it’s not hard to organize the different types of resources being used. Just like real-life recycling, it’s easy to set apart things like content from contact info.