How to Repurpose Press Releases for Content Marketing

Press releases have long been a staple in public relations, typically used to announce news to journalists and media outlets. However, in the age of digital marketing, the potential of press releases extends far beyond traditional PR.

A single well-crafted press release can be transformed into a range of content marketing assets that fuel your brand’s digital strategy. Repurposing press releases isn’t just efficient—it’s smart content marketing.

Instead of letting your news story live and die in a newsroom inbox, consider how it can be adapted across platforms to engage different audiences, boost SEO, increase visibility, and strengthen your brand narrative. In this guide, we’ll explore practical and strategic ways to repurpose press releases into powerful content marketing tools.

Why Repurpose a Press Release?

Press releases are often packed with timely, relevant information—product launches, partnerships, milestones, research findings, or executive changes. These are all storytelling opportunities. Rather than limiting that story to a press release format, repurposing allows you to:

• Maximize your content ROI

• Increase organic reach and engagement

• Build thought leadership and authority

• Reinforce key brand messages across channels

• Improve SEO by targeting new keywords and search queries

In short, a single press release can serve as the foundation for a broader content campaign, extending its reach and relevance across platforms.

Convert the Press Release Into a Blog Post

A formal press release often uses a straightforward, newswire style. But most blogs aim for conversational, reader-friendly language. One of the easiest ways to repurpose a press release is to transform it into a blog post with added context, commentary, or storytelling.

For example, if your press release announces a new partnership, your blog post could:

• Explain why the partnership matters

• Include a quote from your leadership

• Share behind-the-scenes insights

• Explore how it benefits customers

This version can be published on your company’s website and shared on social media, email newsletters, and beyond.

Turn Key Points Into Social Media Content

Social media is all about bite-sized, visual, and shareable content. Take key highlights from your press release and create:

• LinkedIn posts that summarize the announcement

• Instagram carousel posts breaking down major milestones

• Twitter threads quoting executives or partners

• Facebook updates linking to the full release or blog version

Pair the posts with strong visuals—photos from the event, headshots, infographics, or branded graphics. Use relevant hashtags and tag any partners or stakeholders involved in the announcement to expand reach.

Don’t be afraid to revisit the announcement multiple times with different creative spins. For instance, a product launch could be teased before the release, announced at launch, and followed up with behind-the-scenes content after the fact.

Use It as an Email Newsletter Feature

Press releases make great material for email marketing—especially if they announce news relevant to your subscribers. Convert the key message into an engaging email feature.

In your email, you might:

• Summarize the headline in the subject line and header

• Add a personal note or introduction from a team member

• Link to the full release or a supporting blog post

• Include calls to action (e.g., “Learn more,” “Try the product,” “Read the full story”)

This strategy keeps your audience informed while driving traffic to owned media channels. It’s also a great way to communicate with partners, investors, or customers who aren’t regularly checking news outlets.

Create Infographics or Visual Summaries

Visual content performs extremely well on digital platforms. If your press release includes stats, timelines, or process details, repurpose that information into an infographic or visual one-pager.

This could include:

• A timeline of company growth

• A visual breakdown of new product features

• Partner logos and collaboration goals

• Survey or research findings from your announcement

These graphics can be shared on social media, embedded in blog posts, included in presentations, or used as downloadable resources on your website.

Develop Thought Leadership Articles or Op-Eds

If your press release reflects a broader industry trend or introduces an innovative approach, consider repurposing it into a thought leadership article.

This version is less about the announcement itself and more about the implications, lessons, or expertise involved. For instance:

• A healthcare company launching a telehealth service could write about the future of digital healthcare access.

• A tech firm announcing a sustainability initiative could write an op-ed about green innovation in their sector.

These articles can be pitched to industry publications, LinkedIn, or your company blog to position your executives as thought leaders.

Film Short Videos or Explainer Clips

Video is a highly engaging format for modern audiences. Use the content of your press release as a script or outline for a short explainer video, behind-the-scenes feature, or executive announcement.

Ideas include:

• A 60-second CEO message introducing the news

• A “What this means for you” customer explainer

• A Q&A session about the announcement

• Animated summaries of stats or milestones

Post these videos on YouTube, LinkedIn, Instagram, or embed them in blog posts and email campaigns. Even a simple, well-lit smartphone video can go a long way in personalizing your announcement.

Adapt It for Different Audiences

The original press release is likely written for journalists. But you can customize different versions of the same news for various stakeholders:

• Customers: Focus on benefits and user impact

• Investors: Highlight financial implications and growth potential

• Partners: Emphasize collaboration and mutual value

• Employees: Share internal versions with behind-the-scenes insight and motivation

Creating different content angles helps ensure your message lands meaningfully with every audience.

Update Evergreen Content

Some press releases contain updates to previously covered topics—such as new product features, expansions, or achievements. Use these to update existing pages or blogs on your site.

For example:

• Add recent achievements to your “About Us” or “Company Timeline” page

• Update a product landing page with new specs or use cases

• Refresh case studies or service descriptions with new capabilities

Google rewards fresh content, so this can also help your SEO rankings.

Incorporate Quotes Into Other Assets

Press releases often include strong quotes from executives, clients, or partners. Don’t let those go to waste—recycle them into other assets like:

• Landing pages and brochures

• Pitch decks and internal documents

• Presentation slides

• Social quote graphics

Real quotes from leaders add credibility and emotional weight to your messaging, especially when the tone is authentic and aligned with your brand voice.