Have you ever lost hours watching Antiques Roadshow marathons? Or do you lead a substantially more exciting life than I do?
I can’t help it; there’s something so compelling about finding treasures in your attic. That ashtray is really a Civil War-era candy dish! That punch bowl is really a 12th-Century chamber pot (we sincerely hope you washed it first)! Even though the most exciting thing I ever found in my attic is a dead squirrel, it’s fun to dream.
Think of your existing content library as one big, overstuffed attic. All the great stuff your team has written is still there. It may occasionally attract a visitor or two, but for the most part it’s just collecting virtual dust. So why are we in a constant mad dash to create new content? For most organizations, there is plenty of value left in the old stuff. With the right repurposing, content that proved valuable to your audience once can attract a new wave of traffic.