Sometimes clients are best served by recycling their old content.

While those on the production side would prefer to create (and bill for) a spectacular new project involving helicopters, marching bands and a dozen different effect shots, that may not be in the client’s best interest. They probably have something on the shelf that can be freshened up and reused.

Taking the long view, purposely create marketing content where the beginning and end is created for each new use, but the center- the heart of the message- is static and consistent for ever audience. Both parties win: The client gets value out of creating one great package, yet retains the flexibility to shape the message for each new audience, while the producer gets a steady stream of small updates as new uses are found.

Take the long view for both you and your client.

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