Notable Benefits of Repurposing PR Content

 

Repurposing a PR-created piece of communications – that is finding additional uses, formats or audiences for the content — can produce multiple benefits.

First, a definition: Repurposing means reusing, recycling and reformatting. It is not simply rehashing old articles or merely republishing. Look at it as refreshing rather than rehashing. To obtain optimal results from repurposing, expect to modify the content for different platforms and different audiences.

The first key benefit of repurposing: It enables PR staff to produce more content faster – often at lower cost. Repurposing increases productivity and efficiency of PR staff.

More importantly, repurposing content enables PR to extend audience reach by obtaining placements on different platforms. For example, a press release can be reworked as a blog post, YouTube video, social media posts on Facebook, Twitter and Instagram, perhaps even as an infographic. An executive’s presentation at a trade conference can be turned into a blog post, slideshow or an article contributed to outside publications. The presentation can be promoted on Facebook and Twitter. Posting and promoting content in a full range of media channels obviously increases the likelihood that more people will view it.

Almost by definition, return-on-investment (ROI) of PR increases by reaching a wider audience with core messages that align with corporate or brand goals.

Added Benefits of Repurposing

Repurposing content into different formats has the added advantage of appealing to different learning styles. For instance, while some people prefer reading in-depth articles, others learn better by hearing an audio or seeing a presentation.

Repurposing content into multiple formats in multiple channels also extends longevity of the communications, placing it before different audiences over longer time periods.

The multichannel approach makes it more likely that the target audience will see the message. It also opens doors to cross promotion. Content posted in one format can link to similar content in other formats. A blog post can link to the video, slideshow or webinar on the same topic. In turn, all of them can link back to the blog post on the corporate or brand web site.

Methods for Repurposing

The following are the principal types of PR content and methods for repurposing each. You may be able to think of more ways to reuse PR content across different news and social media platforms. Please offer your suggestions in the comments section below.

Blog posts. This owned media can be the building blocks for other type of content. Data cited in posts can be formatted into sharable infographics. PR can also rework other type of content, such press releases and executives, speeches, into blog posts. The same content in a blog post can be used in a short video that includes an on-camera presentation by an executive supplemented by strong data visualization and B-roll video. Such videos attract a much wider audience when posted on YouTube and social media sites.

Ebooks. Gather all blog posts on a topic to create an ebook or other type of free guide. Consider adding elements like images, additional in-depth research and an index. Offer the ebook for free to those who provide basic contact information or sign up for your newsletter.

Video. When you interview a client or expert for a press release, or internal employee newsletter, create a video on the topic. You don’t need a professional recording studio. A digital camera or cell phone may be all you need. You can also produce a video with graphics and a voice-over audio – without recording anything live.

Infographics. These are ideal for repurposing data, visual content and time-based processes like step-by-step instructions. A good infographic requires in-depth content research and investment in exceptional design. The payoff is exceptional reach through viral sharing.

Slideshows. Slideshows are best for presenting images and short descriptions. Consider reformating blog posts, videos or other work into slideshows. Slideshare.com is the best site for placement of slide presentations. It’s a content distribution opportunity often overlooked by PR.

Presentations. Presentations by company executives and other experts can be reworked as blog posts or recorded for videos. PowerPoint presentations can be presented as slideshows.

Before creating new content, brainstorm topics that can be easily adapted for different media platforms. Start with a broad subject that you can divide into many specific pieces.

Examine your web analytics to find your most popular posts with evergreen value. Consider elaborating on a point or coving related ideas for e-books, audios, contributed articles and anything else you can think of.

PR analytics will almost assuredly improve significantly by repurposing core PR communications.

Bottom Line: Repurposing content increases the reach and power of PR communications. In addition, repurposing enables PR to efficiently increase its content output. Rather than simply republishing, proper repurposing requires modifying content to meet requirements of different formats.

Other Worthwhile Articles on Repurposing PR Content

Create Great Content? How to Get More from It through Repurposing
Content Marketing Institute

Repurposing Content: The Definitive Guide
BUZZergy

Content Repurposing: What’s Old is New Again
Neil Patel