Tessa Horehled | Strategic Marketer, Community Manager, Brand Strategist, Digital Communications Specialist | ATL / NYC

Repurposing Old Content To Encourage User-Generated Content

This afternoon I stumbled across this brilliant marketing campaign from Sony-BMG promoting Bob Dylan’s “ultimate” collection which was released a few years back.

Upon visiting DylanMessaging.com, fans are able to insert their own messages into the “Subterranean Homesick Blues” video and send it to friends.

There is also a coordinating Facebook application that replicates the functions seen on the microsite and features additional content such as the Mark Ronson remix.

This is an fantastic example of how you might be able to repurpose content you already have catalogued in new and engaging ways. Repurposing old content is a resourceful marketing approach for companies with limited assets and capabilities. Have an idea under the belt that once resonated well with a large audience? Find a new way to extend the idea that doesn’t “beat a dead horse” and provides relevant value for users on platforms where they are already engaged.

SXSW Panel Pitch: The State Of Music Blogs In 2010

One of the biggest conferences of every year (and my personal favorite) is SXSW, held every March in Austin, TX. The entire conference comprises of Music, Interactive and Film tracks over a two week period. Last year, I attended both Music and Interactive which was a great experience though quite exhausting!

This year, I am pitching to speak on a panel with a friend I made through a mutual contact at SXSW 2008, Greg Swan, Editor of Minneapolis music blog PerfectPorridge.com. The topic of our panel is “The State Of Music Blogs In 2010.”

Panel Description:
Just how important are music blogs to the industry today, is that prominence growing or fading, and how will new technologies and strategies impact the marketing mix in the coming year? Join prominent music bloggers, record label and PR firm executives to discuss the state of the industry, what’s around the corner and how musicians and record labels can develop relationships with these blogging influencers.

Questions We Will Discuss/Answer:

1. Journalist or super fan: what does it mean to be a music blogger these days?
2. How will the new FTC regulations on freebies to bloggers impact today’s marketing practices?
3. How important are aggregation sites to a band or record label’s marketing strategy and bottom line?
4. If video killed the radio star and blogs killed the music mags, what will kill the music blogs?
5. While the RIAA is suing fans for illegally downloading music, bands and indie labels are begging blogs to give away their albums for free. What’s the future of profitability in selling music versus giving it away?
6. What new technologies (e.g., mobile phone, embeddable players, interactive video) are being used by bands to reach fans directly and what’s next?
7. Will microblogging and lifestreaming of musicians directly interacting with fans affect traditional marketing strategies?
8. How do burgeoning and established social networks help and hinder artists?
9. What’s the worst pitch you’ve ever received and why?
10. What’s the guaranteed strategy to position a band for ultimate blogosphere buzz?

Please vote for our panel on the SXSW Panel Picker! Today is the last day for you to do so. The Panel Picker partially determines which panels are chosen for the conference. SXSW should begin to announce the chosen panels in October.

For those of you who enjoyed my IgniteATL presentation last night on “How To Identify A New Media Douchebag (And Save Yourself From Becoming One)” should check out the “How To Not Be A Douchebag At SXSW” panel as well.