Repurposing is the Cure for Outdated Content

Repurposing can be found all over the place. Let’s look at the history of the Cure song “A Forest.”

Somehow I escaped hearing “A Forest” until decades after it was released, when the song was used on the old Fox Soccer Channel. This song was originally released in 1980, very early in the Cure’s career, and was a goth-yet-driving track that fit in with the times. And Robert Smith had not yet become Edward Scissorhands.

“A Forest” official video.

But then another Robert, Robert Palmer, would inject himself into the story.

Palmer had not yet become The Mannequin Guy (that would come four years later), but he was still pretty big. Big enough to rank higher than the Cure in the lineup for the Rock Werchter Festival on July 5, 1981. And when you’re a supporting act like the Cure was on that day, things don’t always go your way.

“The day before in Torhout the band had been able to play 15 songs, in Werchter they would only play 13 songs skipping “Three Imaginary Boys” and “Faith”. The Cure, consisting of Robert Smith, Simon Gallup and Laurence Tolhurst, was scheduled to play just before Robert Palmer and while they were playing, they were told to cut their set short by Robert Palmer’s managers.”

So the Cure was only allowed to play one more song. Robert Smith announced to the crowd:

“This is the final song because we’re not allowed to carry on anymore, cause everybody want’s to see Robert Palmer I think. It’s called ‘A Forest.'”

Cue malicious compliance.

The band starts playing the slow introduction to the song…with a few extra flourishes that stretched the intro out a bit.

After a minute-long introduction, the song finally picks up at the normal tempo. Well, with a little more of an instrumental introduction before Smith starts singing.

He sings the verses of the song, through the final words “again and again and again and again and again.” And five minutes in, it appears that the Cure has “a bad case of loving” the song, because they keep on playing.

And playing.

And playing.

With less of a drum beat and bass line as Smith explores every chord, and every note, on his guitar.

Six and a half minutes in, as you start to see backstage activity, Smith begins to sing new lyrics, “parting is such sweet sorrow” among them.

But the Cure didn’t part. They kept on playing. And at seven and a half minutes in, they picked up the pace again.

By the 8 minute mark, Smith is channeling his inner Hendrix/Townshend as the band finally concludes the song, “encouraged” by Robert Palmer’s roadies.

You can see the performance for yourself. Language warning at the end.

The Cure playing “A Forest” in 1981. The infamous “F Robert Palmer” performance.

This sudden, provoked improvisation permanently affected future live performances of “A Forest.” Here’s a 1992 example, in which the song stretched for over 13 minutes. Minute-long slow intro, four-minute song proper, and a coda as long as the entire Werchter performance.

The Cure playing “A Forest” in 1992, “addicted” to the new longer arrangement.

So feel free to repurpose YOUR content, longer or shorter as you wish. The original piece may resonate with some, while the newer pieces may resonate with others.

If the Fox Soccer Channel had played “A Forest” more often, maybe it would still be around today.

Messing Up “Meta Data” via the Meta Challenge

I confess that Meta AI’s cluelessness often amuses me. I need to start collecting examples, but it is often off the, um, mark.

But if you REALLY want to confuse Meta AI, participate in Bredemarket’s “Meta Challenge”:

Meta Challenge: at least once per day in October and November, go to Facebook and/or Instagram and ask Meta AI the most inane questions you can think of.

And feel free to ask these inane questions of Bredemarket’s own two Instagram bots.

Because we all want to know who is the best Osmond brother.

And Mark Zuckerberg’s shoe size.

Conversation with one of my Instagram bots.

Why?

Now since Bredemarket’s readers are of above average intelligence (and also have extremely magnetic personalities), you are probably asking why I am promoting this activity.

Simple reason: the data we feed to Meta AI in October and November will be used in December, according to PYMNTS.

Meta will begin using people’s conversations with its artificial intelligence to create personalized ads and content.

The change is set to go into effect Dec. 16, the tech giant announced Wednesday (Oct. 1), 

If you are concerned about the Really Big Bunch knowing too much about you, feed them false information just to confuse them.

And maybe you’ll get some wild entertaining ads in return.

And if they complain that you’re intentionally messing up their algorithms, tell the Really Big Bunch that you’d be more than happy to provide the REAL data.

For a price.

Is Illinois’ Biometric Information Privacy Act (BIPA) Nullified in Concert Venues?

Illinois music lovers, wanna see a concert? Sounds like you may have to surrender your BIPA protections. 

Specifically, if the concert venue uses Ticketmaster (who doesn’t?), and if the concert venue captures your biometric data without your consent, you may not have legal recourse.

“These Terms of Use (“Terms”) govern your use of Live Nation and Ticketmaster’s websites and applications…

“The Terms contain an arbitration agreement and class action waiver—along with some limited exceptions—in Section 14, below. Specifically, you and we agree that any dispute or claim relating in any way to the Terms, your use of the Marketplace, or products or services sold, distributed, issued, or serviced by us or through us, will be resolved by binding arbitration, rather than in court…

“By agreeing to arbitration, you and we each waive any right to participate in a class action lawsuit or class action arbitration, except those already filed and currently pending as of August 12, 2025.”

See https://legal.ticketmaster.com/terms-of-use/

Revisiting the Bredemarket 4444 Partner Retainer: It’s For More Than Content

I haven’t mentioned the Bredemarket 4444 Partner Retainer in a while (since May, in fact), but since I recently proposed it to a prospect I thought I’d mention it again.

Originally envisioned as a service for clients who wanted a flat monthly rate for high-volume content creation, I have since extended the Bredemarket 4444 Partner Retainer to also apply to Bredemarket’s analysis services and related strategic services. Embed me for the month and I’ll handle your strategy.

Imagen 4.

The structure: you pay a flat fee, in advance, and I give you a certain number of prepaid base hours for the following calendar month. In exchange for prepayment, you get a discount from my standard hourly rate. 

Benefits to you include an “embedded partner” relationship.

“Embedded” picture: By Staff Sgt. Michael L. Casteel – [1], Public Domain, https://commons.wikimedia.org/w/index.php?curid=2407244.

And easier budgeting. 

Benefits to me include a more predictable income and a better understanding of your needs.

The brochure at the end of this post includes sample pricing for 15, 30, or 45 hour per month increments. Any additional hours above the maximum are billed at Bredemarket’s standard hourly rate.

Interested? Book a free meeting.

“Embedded” picture: By Staff Sgt. Michael L. Casteel – [1], Public Domain, https://commons.wikimedia.org/w/index.php?curid=2407244.

Do Androids Dream Of Electric Self-Deprecating One-Liners?

(Imagen 4)

By now all of you are able to see the words that I originally saw several days ago: Bredebot’s writings on a content marketer’s need to practice empathy.

And Bredebot’s closing words: “Keep it human!”

Closing words that were written by a Google algorithm, not a human. And weren’t even envisioned in my original prompt; they just came out in the result.

Unlike the time that I explicitly prompted Bredebot to write about “his” inability to truly think. I knew what I was getting into there.

Because while Bredebot can say things that sound human, it can’t truly experience them.

He can say to the running woman (the one unrealistically running in high heels), “I love you,” but he cannot love.

Imagen 4.

Or, to return to the Philip K. Dick phrase I referenced in the post title, he cannot dream of sheep, real or electric.

In the past, I’ve touched upon the need for emotion in content marketing. And yes, the emotion can be simulated…as long as it evokes real emotion in the reader.

And this is true whether the content is written by a bot or a human. There are thousands of content marketers who write about cancer treatments…despite the fact that most of them have never experienced the fear and dread of a cancer diagnosis themselves.

But the right words can address a prospect’s needs.

Just remember…keep it human!

Today’s Acronyms are CMMI, ISACA, and NSS

I’m going to discuss the acronyms CMMI and NSS, which I’ve kinda sorta discussed before but never in combination. (And as an added bonus I’ll discuss one more acronym.)

Capability Maturity Model Integrated (CMMI)

Back in February and in April I made passing references to CMMI, which stands for the Capability Maturity Model Integration. But I only mentioned it in passing because my experience is with the older Capability Maturity Model (CMM).

Imagen 4.

Who manages the CMMI?

Information Systems Audit and Control Association (ISACA)

Back in March and in April I either explicitly referenced or implicitly quoted from ISACA, which is the Information Systems Audit and Control Association.

Back in 2016 ISACA acquired the CMMI Institute, which managed CMMI. But the process suites originated earlier.

“CMMI was originally developed at the Software Engineering Institute, a federally funded research and development center within Carnegie Mellon University.”

Imagen 4.

Thus ISACA governs all CMMI-related activity, including assessments and certifications.

Which brings us to…

National Security Systems (NSS) and National Security Solutions (NSS)

‘Cause you know sometimes acronyms have two meanings.

It makes me wonder. And if you’re wondering, this is NOT Imagen 4. By Dina Regine – https://www.flickr.com/photos/divadivadina/465006384/, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=8022602.

Although in this case the two are related.

When a foreign-owned company wants to do business with the sensitive parts of the U.S. federal government, they have to set up a set up an entity that is free from foreign ownership, control, or influence. This is FOCI, a bonus acronym for you today.

Imagen 4.

In the biometric world, there are two notable FOCI-mitigated subsidiaries of foreign companies:

Bringing all the acronyms together

Focusing on IDEMIA National Security Solutions, the company recently made a CMMI-related announcement:

“IDEMIA National Security Solutions (NSS), a subsidiary of IDEMIA, the leading provider of secure and trusted biometric-based solutions, is proud to announce that it has successfully earned re-certification at level 3 of ISACA’s Capability Maturity Model Integration (CMMI®).”

Imagen 4.

You’ll recall that the CMMI levels go up to Level 5. So IDEMIA NSS is not at the maximum CMMI level, but Level 3 is impressive enough to issue a press release.

IDEMIA NSS’ extensive federal government work dictates that it maintain a number of certifications and conformances. CMMI gives the government agencies assurance that IDEMIA NSS provides its products according to specific quality and process improvement standards.

Is Your Content Up-to-date?

Are you a technology marketing leader who lies awake at night worrying about the following?

“Keeping up with the speed and complexity of the digital landscape.”

Well, maybe not that exact phrase. That sounds like something generative AI would write.

And in fact, my buddy Bredebot wrote it when answering a question about Chief Marketing Officer pain points relative to content.

In a huddle space in an office, a smiling robot named Bredebot places his robotic arms on a wildebeest and a wombat, encouraging them to collaborate on a product marketing initiative.
Bredebot is the one in the middle.

But I’m not going to let Bredebot write an entire post about it, because I’m going to write it myself.

The human way to reflect the sentiment above is to ask whether your content is up-to-date, or is as dated as a Pentium.

And that’s something that a marketing leader DOES worry about, because they (usually) want their firms to be perceived as innovative, not old fashioned.

Let me give you an example of outdated content that persists today.

SEO, AEO, GEO…I believe they’re different

For years we have been discussing search engine optimization, or SEO. The whole point of SEO is to ensure that your content appears at the top of results when you use Google or Bing or another search engine to launch a search. (Ignore “sponsored content” for a minute here.)

In case you haven’t noticed, fewer and fewer people are using search engines. Instead, they are searching for answers from their favorite generative AI tool, and now the new term the kids are using is answer engine optimization, or AEO. Or perhaps you can follow the lead of Go Fish and refer to generative engine optimization, or GEO.

Now some people are continuing to use SEO when they mean AEO and GEO, under the theory that it’s all just optimization, and it’s all just searching but just with a different tool. Personally, I believe that continuing to refer to SEO is confusing because the term has always been associated with search engines.

Plus, the concept of keywords is fading away, as Lisa Garrud noted in May.

“Unlike traditional SEO, which focuses on ranking for keywords, AEO concentrates on providing comprehensive, authoritative answers that AI systems can easily process and deliver to users….

“Think about how you use AI tools today. You don’t ask for ‘electrician Auckland residential services’, you ask, ‘What’s causing the flickering in my kitchen lights?’ or ‘How much should it cost to rewire a 1970s house?’ You want answers, not search results.”

But forget about XEO and let’s return to the content YOU create.

How do you keep YOUR content up-to-date?

Let’s say that you’ve reached the point in your content calendar where you have to write a blog post about pop music.

And let’s also say that you’re old enough to remember the 20th century.

You may have a problem.

For example, when you see the words “pop music,” you may immediately spell the second word with a “z” and a “k” when you TALK ABOUT.

Pop Muzik.

Or if someone mentions INTERPOL, you immediately respond with Deutsche Bank, FBI, and (und?) Scotland Yard.

Computer World.

And now that I’ve lost half my reading audience, you can see my point. While personas are approximations, you need to refer to them when crafting your content. If your hungry people (target audience) tend to be in their 20s and 30s, they’re probably not going to understand or respond to songs from M (Robin Scott) or Kraftwerk.

There are other things you can write that are obviously old, such as “fingerprint identification decisions are infallible.” That statement was questioned back in 2003BEFORE the whole Brandon Mayfield thingie.

So how does a marketer ensure that their content is not dated? By remembering to ask, then act. Question your assumptions, do your research, write your content, then check your content.

Question your assumptions

Before you write your content, ensure your premise is correct. For example, I didn’t assume without questioning that “keeping up with the speed and complexity of the digital landscape” was a pressing issue. I KNEW that it was a pressing issue, because I encounter it daily.

Do your research

Next, take a moment and check what you are about to say. Was your assumption about fingerprint examiner infallibility affected by the NAS report? Was your assumption affected by activities that occurred after the NAS report?

Write your content

At some point you have to stop asking and start acting, writing your content. Write your draft 0.5 to get your thoughts down, then write your draft 1.0. And keep your personas in mind while you do it.

Check your content

Once it’s drafted, check it again. Have your dated assumptions crept into your writing? Did you use the term “SEO” out of habit, by mistake? Fix it.

The results of up-to-date content

If you do all these things, you’ll ensure that your competitors don’t laugh at your content and tell you how out of touch you are.

Ideally, you want your competitors to show how out of date they are.

“Look at WidgetCorp, who doesn’t even know how to spell! Their writer’s left finger slipped while typing, and they typed the so-called word ‘AEO’ rather than ‘SEO’! Everybody know the term is SEO!”

Which gives you the opportunity to write a succinct reply to your bozo competitor.

I’ll give you the joy of writing it yourself.

Unless you want Bredemarket to write it, or other content. Book a free meeting to discuss your needs. https://bredemarket.com/mark/

Exit

How do you know if you’re overcommitted?

If you exit those commitments with no adverse effects.

I recently surveyed my private group memberships on one social media platform, to see how many groups had devolved into silence and indifference.

I counted 12 such groups, and exited 10.

With no adverse effects.

Exit.