Why repurposing your online content is basically magic ✨✨

The internet is a hungry beast that always wants more, more, more content.

It doesn’t matter if you’re writing long-form, heavily-researched articles or creating TikToks and reels, the golden rule of building anything online is to regularly post new content to maintain relevance. And if you don’t? The online world will forget you. 

Aside from the dramatics, this is basically the truth: content creators, small businesses, coaches, and anyone else with an online presence needs to put new content up to engage their audience, promote their services, or whatever else your goal is. 

It can be truly exhausting. Especially if you don’t really enjoy writing or recording videos or whatever kind of content the beast demands. 

This is why building out your content team of writers and editors is important; they help you get your message out into the world while saving you from having to do it yourself. They’re good at it and like doing it. 

It’s also why AI is so alluring. You can just do it quickly! And cheaply! And good-enough-ly! (You can read my thoughts on that HERE.)

No matter if you choose to stick with the humans or the robots, learning to effectively and efficiently repurpose your existing content can go a long way to save time, money, and effort. 

CONTENT REPURPOSING is simply taking one comprehensive piece of content (think YouTube video, podcast, long-form article, book) and creating new, shorter pieces of content in different formats (think social media posts, audio clips, blog posts, teaser trailers, graphics). 

You put effort into one thing — a lot of effort, either yourself or with someone else — and you make it really, really good. It’s comprehensive, it’s meaningful, it’s engaging, it’s a STAR piece of content. 

You push it out to your audience, and it does well. People love it. They click on it, engage with it, subscribe to your stuff, buy your things, leave you love notes in the comments. And then it’s just over because you’ve posted the thing and now you’re done.

Not so fast… Repurposing to the rescue. 

You can now turn that STAR into a little meteor shower (does that analogy work?) and sprinkle little bite-sized pieces of new content onto your audience without starting from scratch. 

Examples of content repurposing

Here’s how it could work:

STAR CONTENT: Your podcast episode

Sprinkle content: One or more blog posts that cover the main point, audio or video clips from the podcast for social media, a carousel of graphic images with quotes for social media, and a one-page downloadable lead magnet (e.g., 10 takeaways, how-to guide).

STAR CONTENT: Your book

Sprinkle content: One or more blog posts about sections of the book, serial publishing, extended quotes on social media, audiobook or clips of you reading sections, e-course.

STAR CONTENT: An interview

Sprinkle content: One or more blog posts covering the content (funny how anything can be a blog post, eh? You can hire me to help with that), newsletter Q&A feature, social media copy, downloadable guide. 

Repurposing does take more work, yes. You have to invest time and energy into creating new forms of content. But your ideas, your frameworks, your novel insights are already there — you’re simply repurposing them into new formats. This ultimately saves time and gives new life to the work you’ve already done. 

Ghostwriters are experts at matching the style and tone of their clients. We know how to mimic your unique voice and use it to create new content. We (I) can help repurpose what you’ve already done and make it work harder for you. AKA magic ✨

Have a big project you’ve already completed and are curious to know how it can be repurposed for your audience? Get in touch.