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8 Ways Your Marketing Department Can Repurpose Content From The PR Team

8 Ways Your Marketing Department Can Repurpose Content From The PR Team

Successful content marketing is not the result of your marketing department working in isolation. Content or inbound marketing requires crossing, or even erasing, those lines separating marketing from public relations and from sales.

Collaboration is essential in order for your lead and sales generation to reach its potential. After all, we’re all trying to help our companies grow and succeed.

It all sounds great in theory, but I want to provide you with more practical steps for creating and implementing that companywide content strategythat will attract visitors to your website, convert them to leads, and then nurture them to a sale.


So let’s look at one way to maximize the time your company puts into creating content. Public relations and corporate communications departments put out tons of content. Why limit that work to being seen only in media outreach or internal communications?

With a little editing, these eight basic public relations creations can be crafted into compelling marketing materials.

Public relations materials to use in your content marketing strategy

1. Turn press releases into blog posts

Press releases and story pitches are standard public relations fare, whether announcing a new product, providing a seasonal reason to highlight your services, or introducing new company leadership. So, if the news is good enough for the media, shouldn’t it be on your blog, too?

While you may want to rewrite it for a slightly different audience than the general audience targeted with mainstream media press releases, don’t overlook opportunities to continually beef up your blog with more posts, more keyword opportunities and more potential placements for calls-to-action.

2. Turn multi-media presentations into blog posts, offers or website content

The videos that public relations and HR worked together to create for a job fair, the PowerPoint presentations used at annual investor meetings or the SlideShares PR sent to media outlets with Q&As or quick facts to back up their latest story pitch are all fair game.

Could those same pieces be reworked as content for the website or incorporated into a blog post? Maybe you could turn the SlideShare into a downloadable ebook to offer on a landing page.

3. Turn thought leadership contributed articles into blog posts, ebooks or white papers

Just like press releases, contributed articles are primed for a few adjustments that turn them into quality content for inbound marketing. Package a series of articles as a single ebook and offer it as a lead-generating download. Refocus a single article on solving a specific problem, with a certain customer persona in mind, and release it as a white paper.

And again, use the article as a blog post (or at least write a blog post that links to the article).


4. Turn media mentions into blog posts

When your press releases and story pitches work, or your company is in the news for other positive reasons, blog about it. Write a blog post about the coverage, including both links to the media coverage and a related call-to-action.

Then, when you promote the coverage on social media, link your Facebook posts, tweets and LinkedIn messages back to the blog post, not the media outlet. Remember, the idea is to drive readers to your website where CTAs link them to related materials. It’s all part of generating leads with inbound marketing.

5. Turn customer satisfaction surveys into blog posts and white papers

If your PR department conducts surveys with customers, or other audiences, don’t just use that information internally. Can it be translated into data and findings that are useful for your customers?

If so, use it for blog posts, infographics or white papers that showcase your original research and insights.

6. Turn customer story pitches into case studies

When PR pitches a customer success story to industry media, that pitch is just a few steps away from being a completed case study. Add a few more details and data, and you have another offer to add to your online resource library.

Case studies are strong middle-of-the-funnel offers that provide your leads with the opportunity to see themselves achieving the same success.

7. Turn product reviews into point-of-sale information accessible through QR codes

While your public relations department doesn’t generate product reviews, they should have a good handle on the reviews that have been published and what others are saying about your products and services. Positive reviews from trusted sources can be implemented in point-of-sale marketing by using QR codes to direct potential customers to landing pages loaded with information, including those reviews.

8. Turn corporate talking points into Q&A segments for website content or sales presentations

If your public relations department has created talking points to be used by company spokespeople in media conversations, chances are those same points can be reworked and used on your website or in sales presentations.

An FAQ (frequently asked questions) page or a Q&A blog post can help relay the information on your site and increase SEO opportunities for those very subjects you want mentioned most.

What other ways have you repurposed existing public relations content to build up your inbound marketing efforts?

I encourage public relations professionals to think beyond securing that initial piece of coverage, and I urge the marketing team to look around them for more ideas. If you all think about how you can leverage PR content, together you can create a series of inbound marketing campaigns that tie PR to sales.

Find even more content ideas in our quick reference sheet: Content Strategy for the Sales Funnel. It is a handy guide to help brainstorm all the ways you can repurpose content to get more return on your time.


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