It was great to see a company like Fortune send out a thick magazine full of all of the articles over the past year. Basically, they were using “snail mail” to sell their “All-New Fortune.com.”
Repackaging content is a great way to create a coffee table or office table book; something people hold onto. This magazine will sit on my coffee table for quite some time, reminding me that Fortune.com is all new. I’ve used the same technique to create new value for clients.
When you repackage articles over a year, or by certain topic, and send it to clients and prospects you are creating a valuable piece of consolidated information, a reference book, that provides easily found information.
And yet, you’ve had to do nothing. Just repackage, organize and repackage. If only all things could be this easy. Unfortunately, I rarely see this done. More opportunity for you to beat the competition.