Content strategy is an essential aspect of any brand’s marketing efforts. It not only influences the present and future but also allows for the reevaluation and reshaping of past content. As digital capabilities evolve, brands have the opportunity to revisit and revamp older content to align it with their current messaging and objectives.
By acquiring new content capabilities, brands can gain a fresh perspective on their past content. This newfound confidence can lead to reinterpretations of previous work, highlighting valuable insights and ideas that may have been overlooked initially. It’s like giving your brand’s origin story a reboot, providing a more cohesive narrative that resonates with audiences both old and new.
One effective way to refresh your content strategy is through a thorough content audit. While the idea of reviewing hundreds or thousands of assets may seem daunting, it’s a necessary step in identifying redundant, outdated, or trivial content. By leveraging your current expertise and insights, you can breathe new life into old assets, repurposing them for current audiences and trends.
Another key aspect of reshaping your content strategy is soliciting feedback from your most passionate fans. These individuals can provide valuable insights into what resonates with your audience and what areas may need a refresh. By engaging with your fans and co-creating content with them, you can ensure that your brand’s story remains relevant and engaging.
In the digital age, old content doesn’t have to fade into obscurity. With the right approach, brands can leverage their past work to inform and enhance their current storytelling efforts. By embracing the opportunity to revisit and reshape past stories, brands can create a more cohesive and engaging narrative that resonates with audiences across different platforms and mediums.
Ultimately, content strategy is an ongoing process that requires continuous evaluation and adaptation. By taking the time to refresh your content strategy and leverage your past work, you can create a more compelling and cohesive brand narrative that stands the test of time.