Digital PR has evolved into one of the most impactful strategies for building brand awareness and authority, positioning brands at the forefront of relevant discussions. Central to this approach is the creation of engaging, shareable content designed to resonate with audiences and media alike. However, due to time constraints, producing new content consistently isn’t always feasible, making repurposing existing material a valuable strategy.

The Value of High-Quality Digital PR Content

Digital PR is a powerful tool for boosting brand visibility and generating traffic. High-quality content not only contributes to SEO but also creates valuable backlinks, bolstering authority online. However, links alone are not the end goal. A successful digital PR strategy aligns content, PR, and SEO, fostering a cohesive approach that appeals to both Google and readers. In essence, content that earns external links signals relevance and trustworthiness to search engines. The more authoritative links a site accumulates, the greater the impact on its search rankings, with both the quality and quantity of links playing vital roles in this equation.

Creating ‘PR-Ready’ Content

Effective digital PR content should be rich in relevant keywords and contain compelling angles that captivate the interest of journalists and audiences alike. Ask yourself if the content has the potential to spark interest, initiate conversations, or even prompt debate. If the answer is no, the content may struggle as a PR campaign, regardless of its technical quality.

Simple Ideas, Big Impact

Digital PR campaigns needn’t be overly complex. Sometimes, the simplest ideas yield the best results. One campaign, for instance, explored how certain Christmas songs might contribute to risky driving behaviours due to their fast tempos. This light-hearted approach centred on the holiday season and went viral, showcasing how a straightforward concept can captivate the public’s attention.

Seasonal events and National Days are excellent starting points for ideation. Aligning with events like Valentine’s Day or Easter ensures content is in sync with trending media themes. Consider how these observances could be adapted to create industry-relevant content. For example, an insurance provider might offer safety tips related to the holiday season, tapping into timely discussions and reaching the target audience.

Finding Multiple Angles to Reach Different Niches

A key lesson in digital PR is that varied angles within your content expand outreach potential. For instance, a campaign highlighting “Australia’s Best Cities for Vegans” appealed to food, vegan, health, and travel writers, as well as media focused on the regions featured. Regional campaigns tend to perform well as cities or states enjoy being recognised; however, national angles are essential to broaden the reach and diversify the backlink profile.

Why Repurposing Content Matters

Repurposing content allows for efficient use of time and resources. Often, clients already have valuable material that can serve as a foundation for new campaigns. For example, repurposing blog content into expert advice articles or reactive pieces provides journalists with informative resources on relevant topics, like tips for safe winter driving or protecting homes during storms. By pre-planning these pieces, brands can land beneficial links while lightening the client’s workload.

Types of Content Ideal for Repurposing

Various content types lend themselves well to repurposing, extending beyond blog posts. Monitoring a client’s social media, for instance, may reveal educational or informative content that could be expanded into expert insights or industry commentary. Seasonal campaigns from previous years can also be revisited and enhanced, especially if they contain data-driven insights that could be updated or supplemented with new findings.

Repurposing isn’t simply about recycling ideas without innovation; it’s about building on what works and making it more impactful. By adding fresh data or commentary to elements that resonated initially, you can ensure valuable content continues delivering results. When executed thoughtfully, repurposed campaigns can gain renewed effectiveness, amplifying impact and optimising the investment in time and effort.