Content Marketing – Making the Most of What You Have

Content is being created…quickly and in quantity!

There is a vast amount of content being created in today’s world. Content makes the internet work and every second of every day ‘we’ are creating more content. Now in 2013, 9 out of 10 marketers are using content marketing, according to the Content Marketing Institute. 87% of marketers are using social media to distribute as compared to a rate of 74% that was reported last year. So content production is increasing and we already operate in a very noisy environment. With mind blowing facts like ‘571 new websites’ ‘684,478 share content on Facebook’ ’48 hours of new video’ – all created every minute of the day! And by the time I have finished this blog post, this data will be well out of date.

So, what kind of a shelf life are we looking at?

The content that is created can help to build ‘trust’ with your ‘owned’ properties, websites. etc. when it is searchable. And this content remains of use to brands / businesses / people for much longer providing that it is relevant to who is viewing it. And, if it is established for the creator to leverage and be discovered. This is where we look at the ‘livability’ of content, where if content is still relevant to consumers there is potentially no end to its shelf life.

I have run out of ideas…

A common discussion point at the moment is that businesses and brands know that they need to create content but they have run out of ideas! The content plan is hand to mouth and a challenge to maintain, but when looking at the ‘livability’ of content the ambition to create new content is not always achievable… or is it? Does ‘new’ content need to be new? Or, can existing content be revisited and repackaged to make it appeal to a different audience, by making it more relevant for a current market?


Here is an example of Robinsons making an old piece of content for Wimbledon relevant to today’s audience, this was originally aired in 2009 and now it is relevant to today’s market. A great example of how you can re-visit and re-purpose content to make it relevant again.

Can you spot the difference?

Today, 2013

Original Ad, 2009

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