We support the Kansas Shrine Bowl, an annual high school all-star football game. As part of our support, we are able to put two full-page ads in the game’s program. The goal for these ads was to raise awareness of our hospital so people will think of us if their child or the child of someone they know has an orthopedic issue. I wanted to give them a powerful image and a good success story from our patients to drive the message home. So why is having your No. 1 priority be content, content, content so important? Because I’d already written the long-form articles on which these two ads are based, and when I went searching my work for kids from Kansas, I already had some great things from which to choose! Re-purposing content is an amazing time-saver!