Content marketing is like mining. Both involve hard work, finding something of value in the midst of slag, and lots of refining.

But there is one key difference. Drilling among the accumulated knowledge within your company yields something you can reuse or repurpose. The themes that started out as a white paper can be reused as a webinar. The ideas that began as a presentation can be turned into a podcast or repurposed as an ebook.

There is a lot of valuable information within your organization. You just have to mine your minds to extract it.