Repurposing is not copying and pasting.

Repurposing is taking the core idea from your hub content and expressing it in ways that are native to each channel – different format, different angle, different length, but the same underlying thinking.

The repurposing playbook

From a podcast episode:

  • Pull the strongest 60-second clip – post as a Reel or LinkedIn video
  • Pull a key quote – turn into a graphic for Instagram or LinkedIn
  • Write a LinkedIn post summarising the key insight
  • Write an email to your list with your reflection on the conversation
  • Turn the transcript into a blog post

From a long-form blog post:

  • Turn each main section into a standalone social post
  • Pull statistics or surprising facts for quote graphics
  • Record yourself reading the intro as a LinkedIn video
  • Email it to your list with a personal intro

From a webinar:

  • Clip the best 3-5 moments for social video
  • Write a recap post with the key takeaways
  • Turn the Q&A into a FAQ content piece
  • Email the recording to your list

The repurposing calendar

Build repurposing into your production schedule – not as an afterthought, but as part of the plan. When you create a hero piece, immediately schedule the atoms.

Exercise

Take your chosen hero content format and map out a complete repurposing plan for your first hero piece. What are all the atoms? Which channels do they go to? When?

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