"Everything's content," says Justin Simon, the Global SEO and Content Lead at TechSmith. 

Justin and host Camille Trent discuss the differences between creating content and repurposing older content. Justin explains how most content teams are under constant pressure with trying to "reinvent the wheel" and are directed towards new content initiatives. But the truth is, there's so much space for improving the old pieces already out in the world. As Oscar Wild once said, "You can't be overdressed or overeducated." It's the same with the audience. The audience is an ever-growing category, so there's no danger of over distributing your content. 

In addition to refreshing content, the two also touch upon social media distribution strategies. They conclude that not every channel is suitable for every business. However, Justin says, you need to experiment in order to really know what's working for your company. 

The conversation also gets into the importance of understanding your customer and using this rapport to build your content strategy. And in order to reach your customers, it all comes down to making the most out of the content you already have in place. For example, not everyone likes to read blog posts or watch webinars, but you might be able to reach them with exciting tweets - all stemming from a blog post or long-form webinar.