About a month ago, I saw Sturgill Simpson at the Post Merriweather Pavilion. He’s a force of nature. Although his originals were awesome, it was his covers I really loved.
He played Nirvana’s “In Bloom” in a dark, country-rock way, then, completely out of nowhere, he played Eddie Murphy’s “Party All The Time.” But what really blew me away was his cover of When in Rome’s “The Promise.”
On paper, it shouldn’t have worked. I’ve got to be honest: When in Rome’s “The Promise” is pretty cheesy.
Sturgil pulled it off, though. He didn’t just cover it; he reimagined it. It’s a slow-burning ballad that he turned into an emotionally raw pop song. This wasn’t a joke or just a nostalgia trip. It was a real creative transformation, taking a forgotten track and making it feel relevant and meaningful again.
That’s when it hit me: this is exactly how content creators should think.
The Art of the Update
It’s easy for us content creators to think that every piece of content has to be 100% original. We’re under pressure to create something completely new, something nobody’s seen before.
The truth is that some of the most powerful, memorable, and effective content isn’t original. It’s all about reinvention.
Sturgill’s “The Promise” is a great example. The guy took something that already existed and made it matter again. After stripping away the cheesy layers, he found the song’s emotional core and rebuilt it. He didn’t mock the original; he injected his own genuine voice and weight while respecting its foundation.
We can – and should – do the same as content creators.
Reinvent, Don’t Replicate
Consider your content. You’ve probably seen hundreds of articles on the same topic: “morning routines of successful people,” “10 productivity hacks,” or “how to build your email list.” But people keep clicking on them. There’s still a demand.
Why?
Because people don’t just want new info. They want new perspectives. They want a familiar song played with a new rhythm, in a new voice, with a different emotional tone.
So don’t be afraid to revisit old topics. Instead of dismissing a subject because you think it’s “done before,” ask yourself: How can I make it resonate in a fresh way? What can I do to make this generic tip more interesting? What if I told it as a story, from my own perspective?
Like Sturgill, you’re not just copying the original. Your unique perspective is reinterpreting it.
Finding the Emotional Core
What made Sturgill’s version of “The Promise” so good wasn’t just his arrangement or instrumentation. It was his emotion. He leaned into the vulnerability of the lyrics. With a raw, almost painful sincerity, he slowed it down, gave it space, and infused it with a raw, almost painful honesty. Despite layers of synth and awkward prom-night memories, he made listeners feel something.
Powerful content is the same way.
If you’re revisiting an old idea, dig deeper than you think. Get to the bottom of it emotionally. Perhaps it’s the frustration that drives people to look for productivity hacks. Or, maybe it’s the quiet loneliness of solopreneurship. Or the anxiety that comes from trying to do it all in a demanding world. Bring those emotions to the surface. Feel free to share your experience. Write like you’re talking to a friend.
That’s what connects with people. This is the content that gets shared, bookmarked, and remembered. Ultimately, it’s the content that helps people.
Polish the Past
Taking something cheesy or outdated and making it relevant to today’s audience is smart, too. To say, “This idea still holds value; it just needs a modern update,” takes a certain amount of creativity.
Think of all the “old school” content tactics, like cold email, long-form blog posts, direct mail, voicemail drops, and even how-to guides and FAQs. They’re not dead. They’re just waiting for a better, more thoughtful version of themselves.
If you have old blog posts, presentations, or even articles in your archive, don’t just delete them. You should revise it. Rewrite it in your current voice, incorporating your latest insights, and applying what you’ve learned about your audience. Make your examples better, more relevant. Clean up the structure. Add a personal story or a new perspective. Make it relevant to today’s readers.
You’ll be surprised how powerful these “reinventions” can be. Sometimes it’s easier than starting from scratch, and the results are just as good, if not better.
The Soundtrack of Content Strategy
Unlike other artists, Sturgill Simpson isn’t trying to get on the radio. He creates with deep authenticity. In his music, he blends genres, pushes boundaries, and reaches back into the past for something meaningful.
That’s a solid online content strategy as well.
By focusing on what’s genuinely true – what your authentic voice, what your audience’s real needs, and what your message is – you create content that sticks. It shouldn’t feel like it’s churned out by an algorithm or diluted by a focus group.
You create something with a soul. You want something that doesn’t feel disposable.
Final Verse
Leaving that show, Sturgill’s “The Promise” was still playing in my head. It was real, raw, and honest. It also served as a powerful reminder: if you’re willing to put your unique stamp on it, no idea is ever really outdated.
So the next time you’re staring at a blank screen, trying to think of a “fresh” content angle, don’t overthink it. Don’t worry about inventing the next big thing.
Take a step back and ask yourself:
- What’s a piece of content, an idea, or a concept that I loved once but lost touch with?
- What’s a topic I’ve dismissed because I assumed it was too basic or outdated?
- How can I take something familiar and make it feel new again, from my own perspective?
Find your version of “The Promise.”
And then, just like Sturgill, play the hell out of it.