Repurposing is the Cure for Outdated Content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.

You’re Doing It Wrong™: One Piece of Collateral Isn’t Enough

If you create a single piece of collateral for your product or service and say that you’ve completed your job, “you’re doing it wrong™.”

Product marketers and content marketers know that you’re just starting.

John Bonini on content vs. channel

John Bonini advises that you separate the content from the channel.

What most companies practice is not actually content marketing. It’s channel marketing.

They’re not marketing the content. They’re marketing the channel.

From LinkedIn.

You can express a single thought on multiple channels. And as far as I’m concerned, the more the merrier.

Me on “expert” advice on social media channel adoption

Incidentally, that’s why I object to the “expert” advice that I master one social media channel first before branching out into others.

If I adopt that strategy and ONLY market on LinkedIn and ignore Instagram and TikTok, I am automatically GUARANTEEING that the potential Instagram and TikTok audiences will never hear about my offer.

“How I Expanded 1 Idea into 31 Pieces of Content”

I’ve expressed my thoughts on this social media “expert” advice before:

The latter post, entitled “How I Expanded 1 Idea into 31 Pieces of Content,” described how…well, the title is pretty self-explanatory. I created 31 pieces of content based on a single idea.

The 31 pieces of content, published both through the Bredemarket channels (see above) and via my personal channels (including my jebredcal blog and my LinkedIn page), all increased the chance that SOMEONE would see the underlying message: “Your prospects don’t care about your technology.” Each piece of content was tuned for the particular channel and its target audience, ensuring that the message would resonate.

By Christian Gidlöf – Photo taken by Christian Gidlöf, Public Domain, https://commons.wikimedia.org/w/index.php?curid=2065930

As I often say, repurposing is good.

Speaking of repurposing, I’ve already adapted the words above and published them in four different ways (this is the fourth)…and counting. No TikTok video yet though.

Can Bredemarket help you repurpose or create content?

And if I can do this for me, I can do this for you.

Bredemarket can help you create content that converts prospects and drives content results. Why?

If you’re sold on using Bredemarket to create customer-focused messaging (remember: your prospects don’t care about your technology), or even if you’re not and just want to talk about your needs, there are three ways to move forward with your content project. Or you can just join the Bredemarket mailing list to stay informed.

  • Book a meeting with me at calendly.com/bredemarket. Be sure to fill out the information form so I can best help you.
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Another reason to repurpose old content

Earlier this week I was asked about one of the posts that I wrote in the Bredemarket blog. I had to confess that I hadn’t thought about the topic much recently.

After this conversation, I realized that the referenced post was written back in July.

Because I’ve written over 200 posts in the Bredemarket blog over the past year-plus, some of them kind of get merged together in my mind.

And in this particular case, my thoughts on the original topic have evolved since the summer.

So if you see a future post that revises and updates something I wrote about four months ago, now you know why.

I hope that the new post won’t be dramatically different from the old one.

You go back, Jack, do it again

Creating content can sometimes be hard.

Repurposing content, however, is usually easier.

Your basic message has already been created, and the only additional effort that is required is formatting. For example, if you decide to turn a textual list post into an infographic, the primary task would be the graphic formatting. The content is already there.

Why repurpose content?

To reach audiences that you didn’t reach with your original content, and thus amplify your message. (There’s data behind this.)

Let me provide an example.

Repurposing example

While researching a potential client, I found an informational webinar that the client was promoting. Without giving anything away, let me just say that the webinar was outstanding, and that the primary speaker effectively addressed many of the questions and concerns about the client’s offering.

But all of this information was locked into a webinar. A one-hour plus webinar. Now I don’t know about you, but I’m not going to take an hour out of my day to listen to a webinar unless the speakers or the topics are REALLY important to me.

The client realized this barrier, and has worked (and continues to work) on repurposing the main themes that the primary speaker addressed in the webinar. The content is now available in formats that don’t require you to sit and listen to something for a good chunk of your working day. You can now consume the information in much less time, and in a format that is more attuned to your needs of the moment.

Repurpose…or don’t

Now before I address the question of who can help you repurpose your existing content in textual form (you already know how THAT question will be answered), take a moment and start to think about some content that you may want to repurpose.

And perhaps you don’t want to pursue the all-out repurpose route. Perhaps you just want to reshare a link on another platform. For example, I usually reshare the links to my Bredemarket posts on Facebook, LinkedIn, and Twitter.

But sometimes I actually go ahead and repurpose the content. Some of the informational brochures on my website are repurposed blog posts. The Facebook ad that I recently ran was a shortened version of a brochure that started as a blog post. (In retrospect, I didn’t shorten it enough.)

Let me go off on one little tangent

A few of you may have seen the title of this post, and now you have a particular song running through your head.

Well, you have the wrong song in your head.

You see, Steely Dan’s song has been covered by a number of artists, including Waylon Jennings.

Waylon Jennings promotional picture for RCA, circa 1974. By Waylon_Jennings_RCA.jpg: RCA Records derivative work: GDuwenTell me! – This file was derived from:  Waylon Jennings RCA.jpg:, Public Domain, https://commons.wikimedia.org/w/index.php?curid=17091525

And Waylon’s version is outstanding, and is just as good as his covers of “Gold Dust Woman” and “MacArthur Park.” That growl on “ROUND and round” really gets me, along with the instrumental break.

OK, back on topic

By the way, that was an example of repurposing. If you’re not going to invest three-plus minutes of your time to click on the link and listen to the YouTube recording of the song, at least you know that the song contains a classic Waylon Jennings growl. The critical information has been imparted in your preferred medium.

But you’re not looking for someone to textually describe your songs. Well, maybe you are. But it’s much more likely that you’re looking for someone to convey critical marketing messages via text of short or medium length. Or, for that matter, long length.

If this post has inspired you to have Bredemarket help you repurpose your existing content in textual form:

By the way, while writing this post, I was inspired to pursue a repurposing project of my own, distinctly different from the repurposing that I mentioned earlier in this post. I’m not ready to announce anything yet, but stay tuned for (potentially) an announcement.