Maximising Impact | How to repurpose content for digital PR results

Ask anyone in digital PR or marketing, and they’ll tell you – the demand for fresh content is only getting tougher.

According to Buzzstream, 72% of professionals say PR is even more challenging in 2025 than it was in 2024, and with industry-wide pressures mounting, we’re all competing to deliver a steady stream of timely, trending content that grabs audiences’ attention – whether for brands or mainstream news sites.

But producing high-quality content at such a relentless pace is no easy feat. That’s why PRs and marketers must find ways to make their content work harder. The old adage “work smarter, not harder” couldn’t be more relevant! Enter content repurposing: an often overlooked strategy that can help maximise impact while saving valuable time and resources.

Repurposing existing content for digital PR allows brands to get more mileage from pre-approved materials, boosting visibility, reaching new audiences, and enhancing online reputation – without constantly having to try and reinvent the wheel. Rather than spending hours brainstorming and building campaigns from scratch, PRs and marketers can strategically refresh and repurpose their best-performing content. It’s like recycling. You’re breathing new life into existing material by adapting it for different formats, platforms, and audiences.

Anyone serious about maximising digital content should be thinking about how to extract multiple uses from a single idea. Effective marketing and PR efforts should work as hard as possible for your brand – not just in terms of volume, but also reach and engagement. By repurposing content, you not only expand your available assets but also free up time for other crucial onsite and offsite initiatives.

Digital PR thrives on crafting compelling stories that resonate with journalists and audiences, often requiring both strong copy and visuals. A well-performing blog post can be transformed into a press release, key insights from a whitepaper can become a compelling infographic, and social media content can be expanded into thought leadership pieces.

In this blog, we’ll explore the power of content recycling and how to make every asset work harder for your brand.

What’s in this article:

What is content repurposing?
How to repurpose your existing content
Repurposing: Blogs, social media posts and infographics
Is your content PR-able?
Key takeaways

What is content repurposing?

Content repurposing is essentially just taking assets and content your brand has already created and making them work harder for you. You can maximise the impact of your brand’s content by introducing it to new audiences, adapting it into new formats and introducing it to new platforms. By recycling this content, you not only save time but also have the chance to reinforce key messaging across various channels.

Marrying up wider marketing activities and PR across onsite and offsite content is essential and a great way to enhance your key values and brand recognition. Recycling content also maximises your return on investment and means the effort that goes into ideating, creating and publishing content can be stretched much further.

For example, a detailed whitepaper might be summarised into a blog post, which can then be condensed into a snappy infographic or shared in a podcast episode. By strategically using your existing content in multiple ways, you ensure that your brand maintains a consistent presence across multiple touchpoints without having to create something entirely new each time.

How to repurpose your existing content

Audit your content library

Before you can start repurposing content for PR, you need to know what you’re working with. That means conducting a thorough audit of your brand’s existing content library – reviewing blog posts, social media assets, and marketing materials to identify high-performing pieces with strong engagement potential.

Find your best-performing content

To pinpoint the most effective onsite content, leverage analytics tools like Google Analytics. Look at page views, engagement metrics, and time spent on-page to determine which pieces are resonating most with your audience. Evergreen content is particularly valuable for repurposing, as it stays relevant long-term – but don’t overlook seasonal content. With the right timing and a strategic pitching schedule, it can be just as impactful.

Prioritise evergreen content – it works!

Evergreen content is one of the best assets for digital PR because it remains relevant year-round, rather than being tied to fleeting trends, news items, or seasonality. By adapting and repackaging this content for different formats, platforms, and audiences, brands can maximise their reach and establish authority in their niche.

A content audit can also highlight gaps in your strategy, helping you identify which assets need further optimisation for digital PR and SEO. Well-optimised content not only ranks better in search engines but also attracts the right audiences and generates organic traffic.

Optimise for SEO and PR

Repurposing content for digital PR isn’t just about making it media-friendly – it’s also an opportunity to strengthen your SEO strategy. Ensure all content is optimised with relevant keywords and backlinks. Then, tailor each piece to fit a newsworthy angle that aligns with target publications, boosting your chances of securing high-quality backlinks through PR outreach. You can find out more about optimising your content for SEO here.

Make it newsworthy

The key to successful PR content is ensuring it has a compelling, timely angle. Ask yourself: does this content have real news value? If not, how can you enhance it? Consider seasonality, trends, and industry developments – can you add expert insights, fresh data, or a new perspective? And always update existing content to keep it relevant and engaging.

Repurposing: Blogs, social media posts and infographics

Repurposing blogs

Blogs are a great place to start when looking for onsite content to repurpose for digital PR. When searching through blogs, make sure to review with a critical eye to determine whether a story is actually PR-able. This is where working with a PR agency can supercharge your strategy, as we know exactly what the media and your audience are looking for from a press release.

Repurposing social media posts

Make your social media content work harder for your brand by transforming it into different formats like infographics and press releases. You can amplify your brand message by taking well-performing social posts and turning them into content you can outreach to the media. Take points from social posts and expand on them in a press release, or turn popular posts into infographics to be hosted on your site. This cost-effective strategy could save you time and energy, as well as helping to create synergy across all channels.

Repurposing infographics

Oftentimes, PRs linking to dedicated data pages on a brand’s site can help encourage journalists to include links in published PR content. Because of this, leveraging current infographics and using them to enhance press releases is a great way to build links and help your brand’s SEO and link profile. Do an audit of your website to find any infographics with evergreen, relevant information that could be updated and used in a press release. Expand on important data points within your release and let journalists know they can find full information and a dedicated graphic by clicking through to the brand site.

Is your content PR-able?

Don’t make the common mistake of a brand trying to turn a promotional advertisement into a press release – as you won’t receive any coverage and may even irritate journalists along the way!

PR is all about earned links – which is only possible through providing journalists with relevant, helpful or insightful content.

But how do you know if your content is PR-able? There are a few things you can think about:

Will it spark a conversation?
Does it answer a question or offer a solution to a problem?
Is it relevant to your audience?
Does it pass the ‘so, what?’ test?
Is it tapping into a current topic or trend in the news or on social media?

If the answer is a resounding ‘no’ to any of the above, then even the most perfectly written content just won’t get picked up by the media and shouldn't be repurposed into a digital PR campaign.

Key takeaways

Repurposing content is a smart PR strategy. It helps marketers maximise resources and make a big impact with minimal effort.
Make your existing content work harder. Adapt assets you’ve already created to reach new audiences and extend their lifespan.
Don’t mistake advertising for PR. Journalists won’t cover a sales pitch, and forcing one could damage your media relationships.
Ensure your content has a strong news hook. If there’s no real news/PR angle, it won’t gain traction in the press.

If you want to know how we can help you repurpose your existing content to earn SEO-boosting backlinks through digital PR, please get in touch.