Recycling is today a very common practice. We’re all at it, so why should us B2B PR types be any different? Now by recycling in B2B PR, I’m clearly not talking about taking our papers and empty bottles to the nearest recycling depot! What I mean is taking a piece of content and reusing it several times over in different formats so that clients can generate multiple pieces of coverage from one piece of well-constructed content.
Take the whitepaper as an example: it’s often a lengthy document and will no doubt have taken a great deal of time, effort and money to produce, but beyond placing it on your website as a download and emailing it to interested third parties, what else are you planning to do with it?
Have you considered using any of the issues raised in it as the theme for a press release? What about serialising it as a blog to pitch out to your sector’s press and then using it as blog on your own website and tweeting links to it to your followers?
Articles or opinions pieces can usually be used in much the same way; just because it’s been written in one format, it doesn’t mean that it has to stay in that format for ever more! And also consider revising any old content that may have been produced a long time ago, but which is still of relevance to your target audience. Updating content with new photography, a new timely angle or some new customer examples can bring an old, forgotten piece of content back to life. Don’t reinvent the wheel; reinvigorate it!
Fiona Whyatt has worked in B2B PR for years and years! She loves blogging!
