How to Repurpose Your Content for the Media
Content. You publish it all day long. You publish content on your website. You send emails and newsletters to your subscribers. You write reports, transcribe videos and interviews, and you probably spend a good amount of time publishing content on social media.
The bottom line is that your company likely has a large and growing collection of content. Each and every piece of content you publish is an asset. It has value. And you’ll get more value from it if you find ways to repurpose the content – to get more return on your investment.
If you have (and hopefully you do) a press and public relations strategy, and more specifically a plan to attract the media and social media influencers, then you can take strategic steps to repurpose your content in a way that attracts the media.
What the Media Looks For
Media representatives want to see a few key things when they’re searching for information, for value, and for story ideas.
- Facts – They want to know that you’ve done your research (thus making their job easier) and that you’re a credible source of information. Include facts in your content and be sure to cite your sources. Whenever possible, cite the primary source – the first person or publisher to provide the information.
- Images & Video – Media reps are human. They, like anyone else, are visual beings and prefer content that includes video and/or images. Studies have been done that show this to be true. Additionally, images and video help strengthen your brand. Use original photos, rather than stock, whenever possible.
- A Story – And of course the media likes a good story. They want information and ideas that are unique and will appeal to their audience.
Adding These Elements to Your Content
When repurposing content, it’s pretty easy to dig up some relevant, and recent, facts to add to it. For example, if you’re repurposing a blog post on the best trail running shoes, you might include numbers about the number of trail runners this year or how many miles of trails there are in the US. It adds interest and value to your content.
Adding images is pretty straightforward as well. Adding video may require you to create a video, but it doesn’t have to be more than a minute long. In fact, shorter videos tend to perform better. In the example of running shoes, you might show a video of a staff member running on trails in some of the shoes you’re talking about.
Adding a story is where it can get tricky for people. It doesn’t have to be difficult. Integrate quotes from customers. Share testimonials or examples. In the trail running blog post example, you might share feedback from reviewers about each shoe.
The media like their content to have interest and value. Don’t we all? Repurposing your content to integrate these items increases your chance of getting media attention, and it definitely boosts your credibility and authority in your industry. Find a few key pieces each week to repurpose, create a plan, and start getting more from your content.
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