We spend hours creating new content, but we might be hidden treasures lying in front of us!
When I interviewed Concentrate director Greg Williamson a few weeks ago he introduced a great concept of legacy content. In the podcast, we talked about the wealth of content lying dormant in many companies.
If you have a think about the content that already exists in your company, you’re bound to find some hidden gems to unearth for your content strategy.
Here’s a few places to start digging:
Event presentations
Once the stress and logistic of an event are over it’s common not to want to think about it again! Slidedecks, photos or recordings can provide valuable content for future content. An event is limited to the people in the room and the specific point in time. Online content mediums like blogs, Storify and SlideShare can help
Example: Marketing guru Seth Godin repurposed his Startup School into a podcast series. This allowed knowledge that was originally shared with 30 entrepreneurs could benefit a broader audience post-event.
Sales slidedecks
It’s the marketing team’s job to arm the sales team with slick presentations to help show how our products help solve problems. Often part of the sales process is establishing the sales person as industry experts, helping the customer with free knowledge and insights before a sale is made. Look over these presentations with fresh eyes. As the sales team are on the coalface, they’ll have a deep understanding of the problems faced by customers, the perfect starting point for quality content.
Sales presentations can also make great webinars and other online presentations. When mining this legacy content, look for helpful content that solves problems within the harder selling content.
Internal training guides
Onboarding new team members takes a lot of time. Often HR and product teams spend a lot of time creating guides that are only ever seen by new recruits. Have a look through these resources and you’re sure to find some gems for your content schedule. We often talk candidly internally so content that starts it’s life inside a company can make great external content marketing.
Example: Possibly the most famous internal-guide-turned-content is the Netflix Culture slidedeck. It’s been viewed 14.2 Million times on SlideShare and Sheryl Sandberg described it as the “the most important document ever to come out of the Valley.”. The 128 slide document outlined the values and expectations for Netflix employees but quickly grew to be the gold standard for HR, including controversial policies like limitless holiday leave.
To listen to the full podcast interview with Greg check out How NZ Tech Companies Compare to the USA.
Do you have any suggestions on where to uncover legacy content? Please share them in the comments below!
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