The secret to a strong announcement? Look back.
When it comes to promoting your work, whether you’re running a program, opening registration, or reminding folks you exist, you don’t always need brand-new photos, graphics, or videos.
You’ve already created so much: images, clips, quotes, reflections, celebrations, behind-the-scenes moments.
And all of it can be used again, strategically.
Good marketing is about connection, and the best way to connect with your audience is to tell them a story.
→ it helps them feel like they know you
→ it makes your mission or message more memorable
→ it sparks conversation
→ it builds trust over time
Repurposing in Action
Here are a few ways we’ve seen content repurposing work well to support deeper audience engagement.
Revisit & Refresh
Take a post that performed well and bring it back with a fresh spin:
→ Add more context
→ Share an update
→ Or simply remind people of the moment
When promoting this year’s Movement Sentence Choir with artists Baye & Asa for Dance Education Laboratory (DEL), we reused photos from last year’s workshop and shared a short video excerpt of Baye & Asa performing.
Baye & Asa weren’t going to perform, but DEL’s Movement Sentence Choirs are community dance experiences infused with the movement style and practice of guest artist facilitators. So combined with photos from last year, the clip offered DEL’s audience a sneak-peek at what this year’s workshop with Baye & Asa would be like.
Ask Good Questions
Sometimes repurposing content means bringing an ongoing conversation to the surface… not just promoting an event, but inviting people into a shared inquiry.
Legacy Unboxed is a new project from Liz Lerman, Joanna Haigood, Eiko Otake, Merián Soto, and Jawole Willa Jo Zollar that explores how we might reimagine the ways artists share their life’s work with the world.
To introduce the project, Liz and her team didn’t create brand-new content. Instead, they shared individual images of each choreographer and posed big, thoughtful questions they’ve been contemplating together:
→ How can we change the way the world talks about dance in archival process, so it’s accessible to those seeking it?
→ What happens when choreographers collaborate on legacy instead of wrestling with it alone?
→ What tools or resources can we share to make this work more sustainable?
This kind of storytelling isn’t about pushing one moment… it’s about making space for reflection, inviting curiosity, and encouraging deeper engagement with the ideas behind the work.
Zoom in on What Matters
You don’t always need to retell the full story. Sometimes, re-sharing older work with fresh context can be just as powerful.
When Christopher Duggan Photography posted this wedding video from Chesterwood, it wasn’t about recapping a wedding from years ago. It was about spotlighting his relationship with the venue, the kinds of moments he captures there, and answering FAQs he gets from new couples.
The footage stayed the same, the story shifted to meet the moment.
What to Remember
You’re allowed to reuse things.
You’re allowed to revisit your greatest hits.
You’re allowed to tell the same story again… especially if you’re telling it better!
If you’ve already said something meaningful, said it with heart, said it with intention… say it again.
That’s not recycling. That’s resonance.