Nobody likes to clean out the closet, but if you've been in business for a while, chances are you have valuable reusable content in a marketing storage room or your digital asset management system.
Looking to stretch their marketing dollars, a client recently turned to us for help. They needed to ensure a steady stream of marketing content for 2016 to engage the company's newly minted sales reps, support two product launches, and maintain a strong company brand. Their internal team was already on the job developing new material for several marketing channels but there was a concern that the demand would exceed the ability to supply.
A discovery process turned up assets still consistent with their strategic directions, saving them production time and money.
Promote your made-over content inside
Many companies invest heavily in content but report that it reaches only a small percentage of intended audiences. Tell your customer-facing employees in sales, field service, and remote customer service about the content when it deploys. Park your content in a highly visible, obvious digital place and refer to it frequently (multiple links from internal web sites and emails help). A word of caution, though. "Obvious" to you may not be so "obvious" to others.
If you don't have time to rummage through your assets for sparks of green, bring someone in for a day or two to sort and identify hidden potential. A little mining this winter can help fill your 2016 editorial calendar, save a bit of money, and perhaps even contribute to your work/life balance.