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Content is Key: Four Tips for Producing Great Content

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This is a guest post by PR Columnist, Alison Kenney.

Changes in the media landscape and the growth of social media have altered the role of PR.  Now, to a greater extent than ever before, many PR pros are tasked with the responsibility of producing and managing content.

If this sounds like something you’re dealing with, here are four tips to make your role as content developer and curator easier:

Tip #1:  Plan Ahead

PR pros are used to working with editorial calendars, the published calendars of scheduled editorial features at given media organizations, and there’s no reason we can’t create our own calendars for planning blog topics (and their contributors), scheduling tweets, and planning video.  Start with a goal in mind: how often do you want to publish your content?  Then, determine what you’ll have to do, and when it will need to be done, to achieve that goal.  Next, fill in the deliverables with ideas for content…more on that below.

Tip #2:  Look for inspiration

A common exercise at blogger gatherings is to undertake a 30-day (or 60- or 90-day) blogging challenge, where each blogger commits to writing something every day for that period.  The goal of the exercise is to establish good, consistent habits to keep the content flowing.  I’ve seen blogger challenges that ask each blogger to write about certain topics on each day of the challenge, i.e. on day #1 everyone writes about where they find inspiration.

Tip #3:  Find new life for the content you’ve already got

Social Media consultant Mack Collier says that over time, many bloggers have learned how to either repurpose existing content, or to create new content that can be distributed via multiple social channels.  Collier points out that content can come from repurposing white papers, PowerPoint presentations, and questions submitted by customers.  New content can easily be created with folks you see everyday – think of video interviews with company execs and customers and recording the goings-on at industry events.

Tip #4:  Change it up

Does your creativity dry right up at the thought of writing a compelling introduction, several supporting points and a thought-provoking summary?   A blog post doesn’t have to be in essay form every time.  HubSpot’s Beth Dunn suggests using a Style Bank to spur creative blog entries.

What are your tips for keeping the content flowing?

Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on You can find her at Learn more about Alison Kenney.


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