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A guide to making content last a lifetime

A guide to making content last a lifetime

 
 

It sounds boring to tell a brand to recycle their content– but sometimes there is a bigger story to tell. Sitting right under our noses, old stories can be told in a fresh way to re-engage an audience and evoke memories of a brand we might have forgotten.

Take the New York Times wedding announcements: between the three lines of text are family dramas, touching tales of overcoming adversity and the sweetest of love stories. For their project Committed, they've trawled their archives to uncover the hidden narratives that unfolded across the eras. From the story behind the first ever announcement in 1851 to a user-generated slideshow of the 1980s puffiest wedding dresses, the interactive microsite shows that there really is more than meets the eye to this simple weekend column.

Archives like this are there to be mined – it’s an opportunity that heritage brands could make the most of too. Household brands could delve into their own treasure troves to create new digital content – giving them the chance to curate their own histories while tapping into collective consumer memories. Take the Sainsbury's Living Archive (to celebrate their 145th anniversary the supermarket chain launched an online museum).

 
 

Through digitising their archives, to retelling the stories we may have forgotten this is easy (and cheap) content for brands to produce.

Untapped format No 1: Heidi Annelise's miniature landscapes

Untapped format No 1: Heidi Annelise's miniature landscapes

The next step in micro copy: micro-moments

The next step in micro copy: micro-moments