Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses

Chapter 13

Planning for Repurposing

To repurpose an old thought, idea or memory to a new purpose is the height of creativity.

STEVE SUPPLE

Robert Rose, CMI’s chief strategy officer, teaches the marketers in all his master classes that “you’re not creating a blog post, a video or a white paper … you are telling a story. That story can be told a myriad of ways to help extend your content marketing strategy.”

Every content idea involves a story you are trying to tell. If you remember that the story can and should always be told in many different ways, you’ll have a leg up on the competition.

In the fall of 2013, I committed to publishing my third book, Epic Content Marketing. Between my blogging schedule (I published original content once a week) ...