Today’s marketing and PR programs rely on a steady stream of content, so it is key to get as much mileage out of a topic as possible. However, that doesn’t mean hitting “copy-paste” on everything. Each piece of content – including byline articles, social media posts, white papers, newsletter content, webinars and media interview – must be tailored and refreshed with a new style, tone or twist. Here are some tips for extending the life of your content:
-Turn it into a Media Pitch – Contributed article topics that resonate with editors and readers are an indication of the topic’s relevance. Take some of the article takeaways or trends and develop a media pitch to try and interest a different news outlet in the topic. (Note: This also works by taking a media pitch topic and generating a byline article from it.)
-Drill it Down into Topics – Byline articles and white papers can get lengthy. Turn the article or white paper into a tips-based article for quick, more pithy takeaways that can be more quickly digested.
-Socialize It – Leverage the article content for a series of social media posts to extend the life of the key points of the article. These can be one-off soundbytes or a series of soundbytes.
– Extend Your Audience – Take your topic to a different audience subset. That could be a different vertical market or a different buyer persona.