Newer isn’t always better – or necessary

This is a decent short piece in Inc. about Oprah Winfrey’s podcast strategy – basically mining her archive of TV shows for audio highlights – with some simple yet sensible advice for this age of ephemeral experiences:

“Good content is good content. No matter how old it is… Get creative and find ways to adapt that content to be relevant for… new audiences, and put it in front of them.”

That “get creative” part is key, though. Older content  is likely to only have nuggets of still-relevant gold that will need careful mining and potentially refining for different formats, audiences, and purposes.

Remember: Not everything has to be explicitly about today’s perceived front-of-mind issues to be relevant and interesting. There’s a reason Dale Carnegie continues to be a bestselling author in the business books category 75 years after his death. Good insights are good insights.

Approached with the right mindset, old white papers, transcripts of conference speeches, case studies, surveys – even LinkedIn posts – could become a treasure trove of inspiration for creating something similar but different to engage new people on new platforms and in new formats.

Content marketing is, after all, about effective presentation of the content as well as the brand. And content ultimately succeeds based on *its* content –  ideas and their presentation.

And there is *always* more than one way to present an idea.

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