We have said it before, but it warrants repeating: Not all the great content you share has to be completely new content.
Any organization likely has a treasure trove of older, historical, and archival content that retains interest and engagement value for new audiences. Doing something to repurpose old content simply requires content marketing creativity!
This was highlighted this past weekend at a family reunion, intriguingly enough. My maternal grandfather’s family of eleven brothers and one sister was a very musical family. Various groups of brothers (including my mom’s dad) formed and played in dance bands from the 1930s through the 1980s.
One of the reunion organizers had the idea to locate, digitize, and clean up recordings from The Freddy Joe Band, one of the bands from the 1940s. My parents supplied several cassette tapes for the CD project. Others did the musical enhancements, along with designing the packaging and writing liner notes. The result was a wonderful remembrance of both the most recent reunion and a significant aspect of the family’s history for a new audience that had never experienced the band.
This experience suggests four content marketing creativity questions brands can ask and answer to mine and repurpose old content:
With just a little content marketing creativity, you can save time and also open up new audiences to engaging aspects of your brand that are so old they are new! – Mike Brown
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