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Content Strategy by Noz Urbina, Rahel Anne Bailie

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Recognizing the Reuse Potential of Content Assets

There is lots of content that can be reused. On the marketing side, reuse is often limited to product descriptions and sales sheets. However, post-sales material also has tremendous reuse potential. We sometimes call this content the triumvirate because it gets reused across three departments: technical documentation, training, and customer support. In many organizations, the amount of technical content vastly outweighs the marketing copy.

In terms of volume and visibility, the marketing copy is like the icing on the cake – its job is to entice and persuade – and the technical content is the cake itself – its job is to satisfy the appetite for hard-core, how-to material. Without ...

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