Unleash the Power of Your Existing Content

Remember the central theme of the Wizard of Oz?

You know, how all the characters realized that they already had what they were looking for all along.

I’ve been reminded of that more than once when we’re working with clients to develop content strategies.

Most of them have mountains of existing content that has long since been forgotten. Some of it is no longer relevant or timely.

But there’s plenty that deserves to live another day, via a clever update or refresh, or by viewing it from a new perspective.

When you start exploring the archives, you begin to see opportunities, such as blogs that can be repurposed with a few timely tweaks or by hooking them to something in the news.

Connections start to emerge. You discover content that could be repurposed to create a fresh e-book, whitepaper, video script, or a series of new posts. And you’ll undoubtedly unearth some great nuggets or quotes that can be revived and put to good use on LinkedIn, Twitter or other social media.

Beyond all that, this exercise can be an idea-generation machine. You can see areas where there is ample room to explore with new content.

Or think of a new twist on an old idea.

Or spot trends you may have otherwise overlooked.

Or identify how things have changed — or, equally relevant, how they haven’t.

You don’t need a wizard to pull this off.

It simply requires setting aside the time to explore what has already been produced. And after you take a spin down memory lane, ask a newer member of your team or an outside consultant to do the same. Fresh eyes and new perspectives can spot some ideas you might have missed.

Of course, it’s essential to continually be creating new and relevant content. But don’t neglect what you’ve already created.

Between the new and the old, you’ll be well down the yellow brick road of success.