Corina Manea

Seven Ways to Repurpose Your PR Content

By: Corina Manea | March 1, 2017 | 
6

Seven Ways to Repurpose Your PR ContentYou hear all the time you need to repurpose your PR content.

You know you should do it, but you still don’t.

Maybe you don’t have the time, maybe you feel pressured to deliver results, or simply you don’t see why you should do it.

Why You Should Repurpose Your PR Content

Before getting into the how, let’s look at why you should repurpose the content you create.

First of all, you ensure your content lives longer.

Sure, you can share the same article over and over again, but this doesn’t mean it will live longer.

It just means you will bore your audience to death.

Second, you have the chance to reach more people when you adapt your PR content to each social media channel.

And you bring more traffic to your website and blog.

After all, that’s why you created it in the first place, right?

You become more creative.

Once you set your brain to find ways to repurpose existing content, you will see opportunities everywhere.

Those opportunities will lead to more content ideas, which you can later repurpose.

It’s like creating those content maps Gini Dietrich talks about in The Modern Blogging MasterclassYou never run out of content ideas.

Your PR content holds undiscovered treasures that will help you better connect with your audience.

Don’t waste this opportunity.

Seven Ways to Repurpose Your PR Content

You may be asking how to repurpose your PR content.

On this week’s #ContentChat we talked about ways to upcycle, recycle, or repurpose content.

It was a very vivid and exciting conversation.

In case you missed it, you’ll find a link with the recap at the end.

Here are some ways you can repurpose your content over and over again.

Short Videos

You know by now video is the preferred channel for pretty much everyone.

Use this to your advantage and create a short video with the main takeaways from your piece of content.

You can use AdobeSpark to create a video or your own smartphone camera to narrate it.

If you want to go wild, record yourself talking on the main takeaways and then add text in the post processing.

If you don’t have the skills to do it, hire a videographer. It is worth it.

Quotes

Give life to your PR content through ever-lasting quotes.

Split your content in byte-size evergreen pieces of wisdom that can be shared over and over again.

I am advocate of high-quality imagery.

Choose powerful images that enhance your content.

They may not be free, but they are worth it.

Don’t forget to add your logo on the imagery, so people know who you are.

Podcast

Talk about your chosen piece of content on a podcast.

Whether it’s your own podcast, or you’re a guest, make sure you tell people what they need to remember.

Use your storytelling skills to make it memorable.

Infographics 

You can always repurpose your best PR content as an infographic.

People love visuals and sometimes you connect better with your audience through visuals rather than written word.

Infographics are easy to read and easy to share on social media.

Find a good designer and uplift your content to the next level.

eBook

We love eBooks.

They are a great way to generate leads and bring more traffic to your website.

Turn your content into an eBook, put it behind a landing page, and start promoting it when the initial hype around the original piece of content has died down.

Presentations

Slideshows are another great way to repurpose your PR content.

On each slide have one key point or takeaway from your original piece.

Once you finished your slides deck upload it to SlideShare.

You’ll give your content another life and reach a different audience.

Live Video

Live video is an entire different story.

It’s also the reason I chose to add it as a separate way to repurpose your content.

Use Facebook Live to talk about the key points in your article.

Plan in advance and invite people to participate during your live show.

Answer their questions and make it interesting for your audience.

Make yourself available to them to further the conversation after your live appearance.

You can do that on the comment section of your Facebook page.

Keep in mind people don’t like to leave Facebook to go to brands’ websites, so make the most of that conversation.

Likewise you can use Instagram video, though unlike Facebook live, Instagram videos disappear after the broadcast ends.

Instagram live is a great way to engage your audience precisely because it has a short life and people won’t want to miss it.

One important thing to note is no matter how you decide to repurpose your PR content, you have to be smart with how you space in time your repurposed content, so you won’t overwhelm or bore your audience.

In case you missed it, here is a recap of this week’s #contentchat.

Now the floor is yours. How do you repurpose your content?

About Corina Manea


Corina Manea is the chief community officer at Arment Dietrich, an integrated marketing communications firm. She works directly with Spin Sucks students and writes for the award-winning PR blog. She also is the founder of NutsPR.

  • Content marketers spend so much time crafting the perfect piece of content without thinking about how they can give it extra life through reuse and repurposing. So many great ideas here, Corina!

  • Matt McDonald

    As a PR student, my peers and I are taught to create engaging content, but I think we often forget about creating content that has longevity. By ensuring that it can be repurposed, it really adds value to the content. Instead of having one piece of content, you have one piece used in many different ways to engage your audience. My question becomes, how do you ensure the repurposed content is different enough each time that you are not boring your audience?

    • That’s a great question, Matt. Here is the thing: Repurposing content does not mean giving the same content to the same audience in a different form. It actually helps you reach new audiences. That’s why when you want to repurpose a piece of content, you have to ask yourself on what platform you want it published and what you are trying to accomplish.

      For instance, making a video with 3 takeaways from a blog post can help you reach more people on Facebook and Instagram stories. A quote can resonate with a different audience on Twitter and Instagram. A more in-depth white-paper distributed via your email list can reach those PR pros that really needed the info. See where I am going?

      There are endless possibilities.

      BTW, if you want more support and to up your learning game, we have created the PR Dream Team. More details: http://bit.ly/2mlOp1F. Today we close the doors, so if you’re interested you may want to hurry.

      Thanks for stopping by, Matt!

  • T60 Productions

    My favorite line: “You know by now video is the preferred channel for pretty much everyone.”
    Can’t imagine why that made me happy. 🙂
    –Tony Gnau

300 Shares
Buffer45
Tweet142
Share24
Share64
+125