The purpose for re-purposing content

My last post mentioned the value in mining existing content to use in blogging and social media efforts. The value of this content marketing tactic became more clear to me during a conversation with a client about their pending Internet outreach plan. The client’s concern stemmed from an uncertainty in what we could provide to increase exposure. Rightly so, he didn’t just want to flood his audience with material that would fall flat.

The purpose for re-purposing existing content is not just to provide a stream of information to throw out to your audience—it’s so you don’t let valuable content go to waste. In many cases companies have valuable information for their customers and prospects that may not have been previously made available. There is certainly nothing wrong in repeating topics that make up your core competency. By all means, push what makes you special.

Remember that your audience is tuning in for a reason, something you have written/posted/tweeted about is worth a minute or two of their workday. That means it’s worth even more of yours to provide it for them.

Dry content is a click-killer. Fresh stuff is all around you.

It’s tough to keep finding new topics to cover on your company blog or to pump through your social media outlets. The last thing you want to do is publish dry, click-killing content. It’s fine to be conversational and put out there the occasional “Man I need ProBar” tweet, but if you ignore what matters, your audience will soon find what does.

Many marketers don’t realize that great content is lurking all around them. From your sales team’s phone pitch to the pissed-off ex-customer rant your product generated in a previous blog response, opportunities to glean content reveal themselves in the darndest places. Go poke around storage for boxes of old brochures and failed product literature. What’s there that helps tell the company story? Probably plenty. After all, even marketing mistakes lead to brand success. Just ask New Coke. (Well, sort of …)

Hell, how about your co-workers, any interesting back-stories? Maybe that lady in HR once worked for the secret service. Or maybe she’s her neighborhood’s crazy cat lady. Rest assured, there’s a blog post there.

So the next time you’re having issues generating content, open an old file cabinet or gaze around the break room, something will come up. And while you’re at it, clean the microwave. Man, the stories that could tell.


What do K-Swiss’s Kenny Powers vids say about the state of Internet marketing?

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He's changing f#@$ing Internet Marketing

To say the Kenny Powers K-Swiss videos are not safe for work is tantamount to saying Eddie Murphy’s “Delirious” was not a family show. And in that fact lies just one of this fantastic campaign’s many successes.

1. Advertising can be entertainment 
If someone decides to not sneak into the breakroom with their laptop to drain the company WIFI, it means they’re making time to watch it somewhere else. What company wouldn’t want its marketing efforts to be considered appointment television?

2. A new future has been created
The video series also demonstrates that the Internet provides companies a tremendous amount of freedom that traditional channels do not allow. The swearing. The porn references. Even the violence. It all works. K-Swiss was brave to accept 72 and Sunny’s pitch. And that courage will set a precedent, to be sure.

It was also a risk to allow actor Danny McBride to unleash Powers, a down and out ex-major league pitcher character on HBO’s “East Bound and Down.” Would it fail if the character isn’t recognized by those not familiar with the show? The answer is clearly no, it would’t. And it hasn’t.

3. You can make something go viral
Yep, “going viral” is a nasty Web marketing cliche—but only when applied to campaigns that are trying to become viral. In the early days of YouTube (you know, 20 minutes ago), vids like the “Is this real life?” kid and Double Rainbow went viral naturally. Celebrities and marketing companies tried several times to replicate that kind of exposure only to, well, fail. This led to marketers preaching that you couldn’t force an Internet video to go viral, it just had to happen naturally. Not so anymore. I saw this video for the first time more than a month ago. It was just sent to me again via e-mail with a message that indicated my buddy had just discovered it.

4. Sports product marketing doesn’t have to be about sports
Sure, K-Swiss is using athletes in this campaign, but how are they using them? Their roles are mainly for comedic purposes. We don’t see a lot of stilted, pedantic game performance video telling us we’ll be like Matt Cassel if we wear K-Swiss Tubes. Perfect. In fact, K-Swiss will sell more shoes as an homage to these ads than they will for their intended purpose, which is what, by the way? I’m not even sure. But these ads show us that it doesn’t matter.

So if you haven’t seen the K-Swiss campaign in question, just Google it. Just don’t do it at work.