How To Repurpose Content (To Grow Your Audience)

So you want to repurpose your content but don’t know where to start?

You’re right.

Content repurposing is one of the most effective strategies for experts to multiply their reach without multiplying their workload this year.

I’ve been repurposing my content across platforms since 2021.

But went all in on a systematic approach a few months ago.

You could be eaching 5x more people with the same amount of content creation time.

Here are the best tips to get started.

What is content repurposing and why should you care?

Content repurposing means transforming your existing content into different formats to reach more people across various platforms.

It’s like if a Swiss Army knife and a content marketing strategy had a baby.

Your original piece of content gets transformed and distributed to different audiences on different platforms.

You can turn a blog post into a video, chop up a podcast into short-form clips, or expand a social media post into a newsletter. (More on specific strategies later.)

However, the one thing that makes content repurposing different from simply creating more content is that you’re leveraging work you’ve already done.

Unlike creating content from scratch for:

  • X
  • TikTok
  • LinkedIn
  • YouTube
  • Instagram
  • Facebook

You’re MULTIPLYING the value of your existing assets.

Why You Should Be Repurposing Content Right Now (Benefits)

Repurposing content is worth it.

  1. Reach different audience segments: Not everyone consumes content the same way. Some prefer reading, others watching, and others listening.
  2. Maximize ROI on your content creation: You’ve already done the hard work of creating valuable content, finding content ideas… So why limit its reach?
  3. Strengthen your message: Repetition across platforms reinforces your core message.
  4. Save massive amounts of time: Creating 5 pieces of content takes 5x less time than creating 5 different pieces from scratch.
  5. Test different formats: Find which medium resonates best with your audience.

Is repurposing for everyone? Almost.

But if you’re an expert with valuable knowledge to share, then repurposing is absolutely essential for you.

The content repurposing workflow that actually works

Here’s my proven workflow for repurposing content effectively:

Step 1: Create your pillar content

Start with creating one substantial piece of content – your “pillar.” This could be:

  • A long-form blog post
  • A YouTube video
  • A podcast episode
  • A comprehensive newsletter

This pillar content should be comprehensive, valuable, and address a specific problem your audience has.

I prefer writing a long-form piece of content first, since it allows me to distill my ideas on paper first.

In the past, I’ve tried recording videos first and then turning the transcript into different pieces but it was a mess.

It’s easier to work with a well long-written piece of content first.

Step 2: Break it down into platform-specific formats

Once you have your pillar content, break it down into smaller, platform-specific pieces:

Step 3: Adapt for each platform’s unique requirements

Each platform has its own language, format, and audience expectations. Here’s a quick breakdown:

  • X: Short, punchy text with strong hooks. Thread potential for longer ideas.
  • LinkedIn: Professional tone, business benefits highlighted, longer text acceptable.
  • Instagram: Highly visual, short captions, story-focused.
  • TikTok/YouTube Shorts: Fast-paced, entertaining, direct address to camera.
  • Substack/Medium/Newsletter: More personal, conversational, detailed explanations.

Step 4: Schedule and track performance

Use a content calendar to schedule your repurposed content across platforms. Track which formats and platforms perform best for your specific audience.

BONUS TIP: Create a simple template for each platform to make the repurposing process even faster!

Platform-specific repurposing strategies

Let’s dive into specific strategies for repurposing content across different platforms.

YouTube Repurposing Strategies

If your pillar content is YouTube videos then you could turn your:

Substack repurposing strategies

If your pillar content is Substack then you could turn your:

Blog post repurposing strategies

Don’t let your blog posts sit idle on your website:

Repurposing Mistakes to Avoid

5 Mistakes To Avoid When Repurposing Content

🧰 Content repurposing tools (that’ll save You hours)

To streamline your repurposing workflow, here are some essential tools:

  1. Descript – Transcribe your videos and podcasts to turn them into written content
  2. Canva – Create platform-specific visuals from your content
  3. Repurpose.io – Automatically distribute your content across platforms
  4. Notion or ClickUp – Organize your content repurposing workflow
  5. Later or Buffer – Schedule your repurposed content

No/Low Code Automations

No-code automations are the secret weapon that separates casual content creators from efficient, profitable content machines

N8n

Make

A little bit like Zapier, but cheaper and more complicated.

Zapier

This is probably the easiest and most user-friendly tool to get started with.

The ROI of content repurposing: Is it worth it?

Let’s break down the numbers:

Creating a high-quality piece of content from scratch might take 3 hours.

Repurposing that same content into 5 different formats for different platforms? 1-2 additional hours if done right.

That’s potentially 5x the reach for less than half the time investment of creating 5 new pieces.

But the real ROI comes from increased visibility leading to:

  • More email subscribers
  • Higher course enrollments
  • More coaching clients
  • Better book sales
  • Stronger authority in your niche

For experts looking to monetize their knowledge, repurposing isn’t just efficient—it’s essential.

How to measure content repurposing success

To know if your repurposing efforts are working, track these key metrics:

  1. Reach and engagement across platforms
  2. Time spent on repurposing vs. creating new content
  3. Conversion rates from repurposed content
  4. Platform growth (followers, subscribers)
  5. Revenue attributed to repurposed content

Ready to multiply your content reach?

Content repurposing is the closest thing to a “magic button” for experts looking to grow their audience without working 80-hour weeks.

The key is to start with high-quality pillar content, then systematically transform it for each platform while respecting their unique characteristics.

Remember, your goal isn’t just to be everywhere—it’s to be valuable everywhere.

What content do you already have that could be repurposed? Start there, and you’ll be amazed at how quickly your reach and impact grow.

Need more specific guidance? Check out my platform-specific guides above, or join my newsletter for weekly repurposing tips delivered straight to your inbox.