Public relations and marketing teams spend a lot of time creating PR content that’s going to get the “wins.” We write pitches, speaker abstracts, customer case studies, blogs, byline articles and more. This content is invaluable to the success of any comprehensive PR program because it reinforces key messages and brand recognition for our clients. Yet it’s amazing how often these pieces of content are used just once – for their original purpose – then forgotten about. What a waste of perfectly good creativity.
There’s ample opportunity for cross-pollination with PR content. Here are 5 ideas to save you some time on content creation, while getting the most leverage out of what you’ve created.
Turn pitches into speaker abstracts & vice versa
If your client can write 800 words about a certain topic (or if you can convince a reporter to do so) then certainly there’s enough meat on the bone to make an interesting keynote or panel discussion. PR pros spend hours creating the perfect pitch that’s going to get the story placed in the media. Don’t let that pitch fall by the wayside. Take the same copy, formalize the language a little, add in some “key takeaways for attendees” - and you now have a speaker abstract. This is especially helpful when you're up against a tight deadline.
Bonus tip: If the pitch is good enough to land an article, and the abstract is good enough to land the keynote, tie both opportunities together for optimal leverage. For instance, after the keynote, have copies of the article available for attendees to take, or email it to them.
Combine thought leadership articles into ebooks
Content-savvy clients are driving thought leadership through contributed bylines. There are certainly many ways to maximize exposure of those articles – social media, email marketing, newsletters and content syndication, just to name a few. When you get to the point that you have 10 plus contributed bylines, see if you can tie a common thread through them in terms of subject matter and create an ebook (or three).
Ebooks do double duty as both a PR tool and content marketing asset, and your clients will be grateful for your ingenuity in creating a great asset for their marketing funnel.
Bonus tip: Want to take it even further? Turn the ebook into a slideshare for a bigger visual hit.
Transform customer case studies into blog posts
If you’re not writing case studies about your clients’ most successful endeavors, you’re already missing a huge opportunity in your media relations management. The press love a good customer story, and will frequently ask to interview a customer before they’ll consider writing about your client. Case studies have long legs; they can be shared across marketing and sales, just for starters, or reswizzled into a blog post, which can then of course be socialized.
Bonus tip: Ask the customer if they’d be willing to give an interview on the case study that will be put into Q&A format for the blog post. That helps it come across more authentically.
Turn pitch and article data into an infographic
To boost the credibility of their articles and pitches, smart PR pros will often sprinkle in fascinating statistics and factoids to drive home their client's message. Why let that research go to waste? Compile the data sets into a relevant branded infographic, then use one of the handy tools out there like Canva or Easel.ly that can create stylish infographics without a graphic designer.
Use messaging platforms for customer success content
So your team wrote out an exhaustive messaging plan that covers all of the client's or brand's offerings - their value, their market differentiation, the top customer challenges and client solutions. Great! Now take a look at the brand site and see if that work can be modified to help leads and customers better understand the product.
Since you've already written out exactly what the brand does best in helping customers, it won't take much effort at all to develop a FAQ page, onboarding guide or sell sheet.
Content makes the PR and marketing world go round - but there's no reason to work harder than you have to. Take a look at your existing PR materials and figure out how you can keep that content pipeline flowing with minimal fuss. While you're at it, ask your friends in marketing if they have old assets or gated pieces that could be repurposed. You're both working for the same goal after all: creating superb content to make the brand shine.