Evergreen and Everlasting!
I am sure we have all heard about those staples in our closets that are must haves. You know what I’m talking about, the white collared button-down shirt, black top, jeans, khaki pants and that simple black dress. Oh, and we can’t forget the plain black, white, and navy t-shirt. These are staples in our closet that we keep until they are worn beyond repair, and then we replace with their identical match.
These items are easily jazzed up with accessories, adding some sort of trend that is a replication of a style from decades past. A plain black t-shirt and jeans can go from day to night by simply adding some vibrant colored heel and bag. Don these accessories and voila, compliments all around.
This is how we should look at our content in marketing. Take something basic and add some color. You can transfer it from platform to platform tweaking it in just the right way to match the occasion.
We see this happening all around us, but often we don’t realize what they are doing.
Even production studios get in on the mix. For example, “A Star is Born” has been recreated on the silver screen four different times! Most recently, I discovered that the iconic TV show, The Wonder Years, has been resurrected for ABC’s evening lineup. And let’s not forget about the various versions of Law and Order, Casino Royal, Little Women, West Side Story, so on and so forth.
Dateline is my favorite example. They are parlaying content from years ago into various mini-series. I have to admit…this is a brilliant way to reach a whole new audience. Truth be told, I myself, was never into Dateline. But make old news into a mini-series, and I’m hooked!
So next time you transform a boring white page of paper into a significant piece of literature, of think of how you can dress it up for a variety of platforms.