With so many pressures on your time, you need to be smart when it comes to your PR and marketing.
While we recommend that everyone puts aside a few hours a week to deal with their marketing, repurposing your content for different platforms is a great way to save time.
Instead of worrying about creating new content day in day out, focus on getting the content you have in front of more people. Press releases are still a good way to approach the press with specific stories, for example new products, company anniversaries and awards won however these are all good stories for your social media feeds too. If you’ve written a press release to promote your business give it a new lease of life! Edit it down to one paragraph and post it on Twitter, on LinkedIn and on Facebook, and when your press coverage comes through, post the links online using appropriate hashtags.
Chances are you already have an extensive archive of valuable content on your blog as well. You might even have a lot of off-site content such as guest posts that you can leverage.
Most blogs are designed to be informative and share your knowledge so as well as posting them on social media, take the key points or pieces of advice in the blog and turn them into short paragraphs to allow your followers to quickly access your hints and tips.
If you regularly give presentations, why not put the presentation into bite-sized chunks and share your key tips and advice? People are often scared of sharing their advice in case potential clients take the ideas and run with them, however sharing a few tips is unlikely to give them the in-depth knowledge to allow them to do what you do.
To keep you organised, when you break up your presentations, blogs and press releases, put them into a file so they’re easily accessible and spend some time scheduling them to go out at regular intervals so you can rest assured that it’s all ready to go.
Aside from the fact that the hard work is already done, repurposing your content can have several other benefits. When you repurpose content in a new format and/or update it, you can reach new audiences that otherwise may have never found it. It can also help reinforce your messages. Rather than covering a topic once and letting it disappear into the ether, repurposing your content will deliver your message to your audience consistently.
Organic searches still provide the majority of site traffic so repurposing optimised content in various formats and on different platforms can give you a significant lift in organic visibility and traffic.