Think about your favorite song. It probably has a core melody and message, but imagine it played differently – maybe slower and sadder, or faster and more energetic. Although the heart of the song remains, the feeling changes dramatically.
This is how your content can work as well. As with great music, blog posts, videos, and social media can be revisited and reimagined to reach new audiences.
A perfect example is the song “Christian Brothers” by the late, great Elliot Smith. This song was first recorded in 1995 by Heatmiser. In that version, Smith’s voice is raw, almost desperate, and the guitars and beat are typical 90s indie rock. And, I love it.
However, “Christian Brothers,” was released in solo form on 1995’s Elliott Smith. And, it’s completely different. Instead of loud guitars, he plays delicate fingerpicking. In the absence of a strong beat, the song can breathe. He sings with a softer, more vulnerable tone, full of longing. Although it’s still raw, it’s the rawness of pure emotion, not loud music.
Despite being the same song, these two versions feel quite different. The Heatmiser version sounds like youthful anger and perhaps blaming someone. With sadness and understanding, the solo version feels like a quiet, personal confession, examining a difficult relationship. While the words are the same, the way the song is played completely changes how you feel and what you think it means.
Just like “Christian Brothers” evolved, your content can change and connect with different people over time. By adapting what you’ve already created, you can make it more interesting and fresh.
Just like Smith did with “Christian Brothers,” here are some ways your content can evolve:
- Stripping down to the basics. Like Smith’s solo version, you can take your existing content and focus on its primary message. For example, you might shorten a long article, turn key points into social media posts, or make a simple infographic to explain a complex concept.
- Turning up the emotion. As a result of the different musical arrangements of “Christian Brothers,” different feelings were evoked. By focusing on the emotional side of your story, you can achieve the same thing with your content. You can tell your story in different ways, add visuals to create a mood, or share personal stories that connect with your audience.
- Trying another format. Unlike the Heatmiser version, the solo version features just Smith and his guitar. Consider how your content might work in a different format. It is possible to turn a blog post into a video, a podcast episode, or even a live online event. Using a different format will help you reach a different audience.
- Addingnew information. Throughout your life, you learn new things. As such, you can update older content with new information, research, or even your own opinions. Your content will become more valuable and relevant as a result.
- Mixing and matching. In the same way that you can rearrange musical parts, you can take your existing content and combine it in new ways. Consider creating an ebook featuring related blog posts, compiling your social media best ofs, or using parts of your articles as visuals.
- Getting your audience involved. You can also adapt your content based on your audience’s feedback. Ask them what your content means to them, or even invite them to share their own stories or ideas about your work. As a result, your content can take on new directions and build a stronger connection with your audience.
‘Christian Brothers’ shows us that content, like music, can change over time. As long as its presentation and vision are right, it can change, adapt, and connect with people in new and meaningful ways. As long as you are open to these changes and actively look for ways to improve your content, you will be able to keep your content relevant and interesting, and connect with your audience on a deeper level.