Just as a company celebrates each of its milestones – a five-year anniversary, a successful funding round or an acquisition – it should celebrate its public relations success.
A media interview, award win, successful webinar or client milestone are all worth sharing. But just because it’s shared on one channel doesn’t mean each of your audience members will see it. Not only do customers use different media channels, but algorithms affect how content is shared.
Channel differentiation is a key component to digital communications. A company can repurpose one win across several channels to increase its visibility. It’s important to note that each channel should highlight a different takeaway, key message or overall idea depending on the channel’s target audience.
This strategy allows more people to see a business’s wins while adding to a marketing content pipeline with relatively low time investment.
Why does repurposing content work?
Each online media channel has a different audience that determines where you share content.
A great example is social media – channel audiences often differ by gender and age.
For example, Pew Research’s latest data shows that Facebook and YouTube are the most widely used social media platforms, but they differ in terms of age, gender and household income. Facebook's largest audience is women aged 30-49-years-old with a household income of $30,000-$99,000. In contrast, YouTube’s largest audience is men aged 18-29-years-old with a household income of $100,000+.
Another example is company newsletters. A subscribed user is likely already highly engaged with the company or organization. A company who is looking to attract new customers should instead share news on social media, where content is often shown to individuals who don’t already follow a company.
While these differences may seem small, they affect how your content will perform and be received.
Instead of simply duplicating content across all platforms, choose the platforms where your target audience is most likely to engage and tailor the message you want to share.
Online platforms to use
Social Media
Social media is one of the most accessible channels due to its widespread availability and ease of use.
A company can choose from more than 10 channels to share content on, with popular ones for business audiences including LinkedIn, Facebook, and X.
Depending on what a company announcement or success looks like, social media makes it easy to tailor content with the choice of static images or text posts, videos, polls and other formats. If your company wants to reshare a webinar an executive recently participated in, they can trim the webinar into three to four different clips, creating multiple videos to use.
Unless a company chooses to invest in paid options, social media doesn't require additional PR or marketing budget. It's availability makes it an easier addition to business communications efforts.
Email Newsletter
Leveraging a company newsletter is ideal if your company is looking to share content with your existing customers or audience.
Depending on how your company structures its newsletter, you can either share the full news or announcement in the newsletter, or include one line about the news, and link back to your company’s website for them to click through to the website.
There are pros and cons to each method. The most important part is that you’re able to directly reach an existing customer; there are no algorithms to consider.
Press Release
A press release is the gift that keeps on giving – by investing the time to draft one, you can reshare it across social media, a newsletter or a case study.
It also allows for excellent website content if your company has an “In the News” section on its website.
Be careful: not every announcement needs a corresponding press release and you don’t want to create press release fatigue. Draft press releases only if there is a timely piece of news that moves the needle for your company – a new funding round, an impactful new hire or new project groundbreaking.
Case Study
Consider developing a case study to reshare an impactful client win or project result.
Case studies are useful for reaching new or potential audiences that may be interested in purchasing your service or product.
While case studies typically live on company websites, you can also share them on social media and use them in client presentations or new business pitches. They serve as an opportunity to showcase your team’s expertise throughout the process, not just the result.
Blog Post
Blog posts are another useful tool when sharing important news. Not only do they reach website visitors, but if formatted correctly, they may rank in AI and Google search results, increasing your impressions and audience reach.
Similar to case studies, blog posts usually live on the company website. If leveraged correctly, their purpose extends beyond a piece of content.
For example, if your company hosts a successful webinar and is looking to continue the conversation, consider breaking the webinar into two or three separate sections and creating a blog post for each.
Your team gets to showcase its thought leadership while providing your audience with an educational resource.
Which channel should you start with?
The answer is to align your digital communications strategy with your overall company objectives. One strategy will not work for all companies.
If the company goal is to increase sales by 10% in one year, leverage channels that put your company in front of new audiences.
Digital communications is an interconnected web of platforms and turning to an expert can help kickstart your strategy.
Ready to take the next step? Schedule a consultation with B2 Communications.