“Whenever you’re about to vomit because you’ve said something so often, and you’re so tired of saying it … you’re only halfway there. You have to communicate all the time.”
Then-MG Chris Donahue, speaking with our friends at FTGN
In a years-old Twitter exchange I can no longer find, someone accused MaxDis of celebrating “Regurgitate Old Content Day” because we shared links to a couple of our past posts.
Amen, forgotten Tweeter. Our content is built from Forever Lines, and Forever Lines last (surprise!) forever.
A short story: In my last job, I talked about my organization’s collaborative culture as often as humanly possible. In every other interaction, I tried to connect the things we were saying to a broader message about the ways our teams built shared understanding, together. Those who’d gotten to know me probably had a good sense for when a story or rant about culture was coming. It was the same deal with my COCOM PAO partners: every time a certain type of threat, mission, or partner force got mentioned on a conference call, they knew I’d bomb in with one of our core, unchanging messages about the threat’s severity, the mission’s purpose, and our partners’ commitment (even if they didn’t want to hear it).
I unashamedly regurgitated old content, because it was still relevant. Here’s why you should, too:
- Introductions. Maybe you’ve spread the good news before, but today’s audience may not have been around to hear it. This applies to new folks joining your own organization; new social media followers; and journalists, reporters, and their readers who are only starting to learn about your mission.
- Refreshers. Going back to my last job, our team taught every staff onboarding class about our organization’s unique communication culture. We planted the seed, but our new teammates needed experience and context before the lessons were locked in. Later, but in the same way, we’d find ways to remind them who we were. As Heraclitus said, “No man ever steps in the same river twice. For it’s not the same river and he’s not the same man.”
- Shareability. Shipping is bueno, but marketing is muy bueno. Regurgitate old content so budding third-party spokespeople know how and when to repeat your Forever Lines.
- Reps. How do comedians workshop jokes? They tell them on stage, in front of real people, over and over until they’ve got it right. Say your core messages out loud as often as possible, and ask all who hear to feed you forward with new insight.
Yep, today (and every day) is Regurgitate Old Content Day. Forever and ever.
(Photo by Chief Warrant Officer Donnie Brzuska, DVIDS)
