However, I bet you didn’t know that recycling can also save your PR campaign from the damaging effects of wasted content. Here, Kirsty McMahon, new client strategist at content PR specialist Stone Junction, explains.

Creating quality content for your PR and marketing campaign is time consuming and costly. Technical articles, whitepapers, blogs and videos are always worth the expense and effort if they are part of a well-planned and targeted campaign. However, you really can get much more for the investment if you recycle your content instead of disposing of it after the initial purpose has been served.

IN

Marketing is about generating leads, so the natural and right focus is on potential customers out in the wide world. However, when those leads do bite, they expect to experience the same brand messages and knowledge the marketing has demonstrated.

One of the easiest ways to ensure this happens is to share marketing content via internal communications channels. Not only will this build brand cohesion, it will also create passion and excitement about marketing activity across your company, giving you that all important buy in from company players at all levels.

OUT

Of course, an obvious question to ask about each piece of content is, have I shared this everywhere I possibly can? Pushing content out further is not about forcing things on media outlets or channels that are not interested, it’s about assessing how your content could be adapted to suit multiple audiences.

For instance, if you have an article that explores the benefits of additive manufacturing in aerospace, look at how you can adapt the content to target automotive, machinery or medical markets. This is usually as simple as changing examples or hooks in articles, as the core technology often remains the same. Then you have much wider media appeal for the piece.

SHAKE IT ALL ABOUT

Finally, think about shaking it up completely and upcycling to make something new. That technical article, why not turn it into an infographic? Got a brilliant video case study? What about using the audio to create a podcast?

The main benefit of this approach is widening the ways you reach your audience. Not everyone reads magazines and not all millennials spend hours on YouTube. Take your message wider by shaking up the format and use those carefully structured messages across multiple platforms and mediums.

Oh, and don’t forget to recycle physical things — there really is no plan(et) B.

To find out how Stone Junction can help you get the most out of your content PR campaign, call +44 (0)1785 225416 or email sayhello@stonejunction.co.uk.