Content Harvest . . . Now’s the Time

When I talk with people, clients, companies, organizations, etc. I’m amazed by how much content – often awesome content – is just sitting around unused. Old brand materials (ads, packaging, signage), physical artifacts (products, packaging, prototypes) and information (historical data, b-roll, photographs) that could be doing a world of good in the light of day are simply being ignored.

It’s time for there to be a good old fashion content harvest. Look around at some of the great content you or your client or your company has on hand and imagine what could be done with it to make it accessible, engaging and exciting to people.

Have examples of every model widget your company has ever produced? Photograph them – show the evolution of the design – and post the photos onto Flickr. Have footage of every CEO speaking at a company event for the past 40 years? Cut it up, mash it up and use it to tell the story of change over that period. Tag it, post it, get it out there. This isn’t hard stuff – it just isn’t always obvious.

“But how will this approach support the current story or key messages?” you might be tempted to ask (although I hope you aren’t). Well, sometimes we get so fixated on telling the immediate story that we forget there are millions of forgotten or untold stories that will spark conversations and build excitement around individuals, brands and companies.

Come on, this stuff isn’t getting any fresher . . .

[tags]content, brands, marketing, communication[/tags]


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