Repurposing the PR firm developed communications piece – i.e. Identifying additional uses, formats or finding audiences for the content – can have innumerable advantages.

What does repurposing of content mean?

It can be defined as recycling, reusing or reformatting available content. It does not specify rehashing old articles or just republishing old content as is. Repurposing signifies refreshing the content instead of just rehashing them. To derive desired targets from repurposing, content should be modified for platforms and audiences.

Key benefits of repurposing PR content

  • It allows the public relations agency to create/develop content faster cost effectively. It also boosts productivity and efficiency of the staff.

Repurposing of content allows the leading PR agencies to enhance the audience reach by bagging mentions across multiple platforms. In other words, a press release can be reused and reworked upon and posted at an article submission directory and YouTube video. Some of the major portions of the content can be reused for social media posts and even used as an infographic.

A presentation made at a trade conference can be used as a blog post, slideshow as well. The promotion of content across different media channels strengthens the likelihood that more people will see it.

  • Repurposed PR content appeals to varied learning styles. Some readers want to go for in-depth articles, while others prefer listening to an audio or viewing a presentation. This is one of the key reason why off late the leading PR agencies in India have chosen the path of content repurposing as it enhances the longevity of the communications.

The multichannel approach ensures that the target audience strengthens the visibility of the message apart from opening doors to cross promotion.

What are the different ways of content repurposing?

Some of the principal types of PR content and methods for repurposing has been mentioned below –

  • Blog posts

This viable media variant deserves the treatment of building blocks for other content types. Data mentioned in posts can be repurposed into infographics. The PR firms can rework their content like speeches, research data and press releases into blog posts.

The same content can be used in a blog post or inculcated in a short video supported by robust data visualisation. This type of video content is capable of luring a wider audience when shared across social channels like YouTube and social media websites.

  • Ebooks

All the blog posts on a specific topic can be collated in an ebook or made part of a free guide by supplementing elements such as images, in-depth research and an index. To increase its visibility, this ebook can be shared for free to the interested parties who share relevant details, sign up for a newsletter or are prospective clients.

  • Info graphics

These are most suitable for repurposing. An effective and good infographic demands in-depth content research and good design. The payoff offered encompasses the capability of viral sharing.

Bottom Line

There’s no denying that repurposing of PR content bolsters reach and power of communications. They help PR agencies enhance output as well.