4 ways PR pros can extend the life of their content

Did you and your team take weeks to develop a white paper, working weekends to complete it?

Many PR pros can relate to these situations, but haven’t taken the time to extend the life of that content. They miss out on harnessing the energy (and industry expertise) spent on creating it in ways that go beyond the original event or mailing.

You should. The content you create can be can be multi-purposed as additional fodder for PR efforts.

Most companies have content that’s readily available. It may be as evolved as a white paper, or it may be a marketing presentation or industry research with relevance to your customers and products. The trick is to extend the life of that content.

Here are four ways you can do that:

1. Write a bylined article.

Your white paper or presentation is complete and all your thoughts and views are reflected in the document—but how can you make it timely?

Put your name on an analysis of an ongoing market trend that incorporates your content and demonstrates your industry knowledge and viewpoint to your key audiences. Trade publications that your customers read look for timely and educational articles (as long as they are not self-promotional) on issues that impact their readers.