Produce Less, Promote More – How to Reuse Your Content

Companies use lot of resources creating always new content — mostly to be used only once.

Content seems to be never enough, especially when a company has adopted the idea of content marketing. Agencies and PR-people seem to be almost text factories — they produce blog posts, articles, op eds, white papers, backgrounders, case studies, picthes and more.

But too often these excellent pieces of content are used just once. Why wouldn't you leverage more out of what you’ve created?

Here are some ideas for that:

1. Articles into ebooks

When you have 10–20 contributed articles, you may be able to create an ebook of them.

Ebooks are a PR-tool and content marketing asset and they are a great asset in the marketing automation funnel as well.

Articles can be turned also to magazines to be published in Issuu and sets of presentations in Slideshare.

There are also many other ways to maximize exposure of articles. You can use them in your social media channels, email-newsletters and more.

2. Case studies into blog posts

Case studies can be shared across marketing and sales. But they can be converted to blog posts and then shared in your social media channels.

If you’re not writing case studies you are already missing a huge opportunity: Both your potential clients and the press love a good customer stories.

3. Media pitches into speaker abstracts, speaker abstracts into media pitches

If your pitch to the journalist is good enough to land an article then it is good enough to land the keynote. In the best case you can tie both opportunities together. After the keynote, have copies of the article available for attendees to take, or email it to them.

4. Statistics into infographics

PR-people will often do lot of research and add fascinating statistics to articles and picthes to build trust to their client’s message. Do not let all that research go to waste.

These data sets turn into a great branded infographics. And with Canva you can make them look great even without a graphic designer.

Take a careful look at your PR-assets and materials and think what could be reused or repurposed instead of published only once.