A speaker argues content creators should treat their work like real estate: instead of constantly producing new material, catalog and repurpose what you've already made. Old speeches and programs can be resold and redistributed to new audiences, generating ongoing revenue from past work.
What I find interesting about the content business is unlike real estate, you can spend a lot of time building content, and those contents need to be looked at and treated like an asset. So if I was in the real estate business, and I really liked the part about building buildings or designing them or whatever, but I wasn't so cool on the part about you gotta rent them or sell them or do something there, I would be broke very quickly. But in the content business, you could do okay and create things and create things and create things, Customize a speech, customize a program, whatever. And then you've got this library, this database of assets that are sitting idle. And part of what we do is try to unlock that value and say, give me, what was something that you were working on a year ago now? I don't even remember what I had for breakfast, but there's probably some cool stuff you were working on a year ago, 2 years ago that you know really resonated with that particular client at that point in time. Well, why can't you unleash that more broadly?
