Repurposing: One Piece, Many Formats

The Content Multiplication Problem

In the previous lesson, we explored editing and polishing. Now let’s build on that foundation. Creating unique content for every platform is exhausting:

• A blog post
• A newsletter version
• Multiple social posts
• A video script
• A podcast segment

Same ideas, but starting from scratch each time.

Repurposing flips this: create once, distribute everywhere. One piece of content becomes many formats, each optimized for its platform.

The Hub and Spoke Model

Think of your content as a hub with spokes:

                    ┌─── Twitter thread
                    │
        ┌─── LinkedIn post ───┐
        │                     │
Newsletter ──── BLOG POST ──── Video script
        │      (HUB)          │
        └─── Instagram carousel
                    │
                    └─── Email series

The hub is your long-form, comprehensive piece. Spokes are extracted and adapted for different platforms.

What Makes Good Hub Content

The best hub content for repurposing:

• Evergreen: Stays relevant over time
• Comprehensive: Covers a topic thoroughly
• Modular: Contains distinct sections that stand alone
• Opinion-rich: Has specific takes worth sharing
• Data or example-rich: Contains quotable specifics

A 2,000-word blog post might contain:

• 5-7 distinct tips (each becomes a post)
• 2-3 memorable quotes (tweet-worthy)
• 1-2 frameworks (visual content)
• An overall narrative (newsletter)
• Key takeaways (email or thread)

Repurposing Pathways

Blog Post → Social Media

Twitter/X thread:

• Pull out 5-7 key points
• Make each a tweet with context
• Add a hook tweet and CTA

LinkedIn post:

• Extract one compelling point
• Expand with personal perspective
• Format for LinkedIn (line breaks, lists)

Instagram carousel:

• Pull out a framework or list
• Design 8-10 slides
• Add visual hierarchy

Blog Post → Email

Newsletter:

• Add personal opening
• Summarize key points
• Include opinion/commentary
• Add CTA to read full post

Email sequence:

• Break into 3-5 emails
• Each email = one concept
• Build across the sequence

Blog Post → Video

YouTube script:

• Add spoken introduction
• Restructure for audio flow
• Include visual cues (B-roll notes)
• Add personality and energy

Short-form video:

• Extract one tip or point
• Script for 60 seconds
• Hook in first 3 seconds

Blog Post → Podcast

Episode outline:

• Convert written points to talking points
• Add personal stories
• Include tangents and examples
• Plan for conversational flow

AI-Powered Repurposing

Use AI to transform format while maintaining message:

Blog → Twitter thread:

Transform this blog post into a Twitter thread (8-10 tweets).

Requirements:
- Hook tweet that creates curiosity
- One idea per tweet
- Thread flows as a story
- End with CTA to read full post
- Use thread numbering (1/, 2/, etc.)

**Quick check:** Before moving on, can you recall the key concept we just covered? Try to explain it in your own words before continuing.


[Paste blog post]

Blog → LinkedIn post:

Transform this section into a LinkedIn post.

Requirements:
- Hook in first line (curiosity or controversy)
- Personal angle or story
- Use line breaks for readability
- End with question to drive engagement
- 150-200 words

[Paste section]

Blog → Newsletter intro:

Write a newsletter intro for this blog post.

Requirements:
- Personal, conversational opener
- Tease the main insight
- Create reason to read the full piece
- 100-150 words

[Paste blog post]

Platform-Specific Adaptations

Each platform has norms. Repurposed content should feel native:

The Repurposing Workflow

When you publish a hub piece, immediately plan the spokes:

Day 1: Publish blog post

Day 2-3:

• Create Twitter thread
• Create LinkedIn post
• Schedule newsletter

Day 4-5:

• Design Instagram carousel
• Write email teaser

Week 2:

• Film video version
• Create podcast segment

One piece becomes 6-8 content assets across multiple weeks.

Building a Repurposing System

Create a simple checklist for every hub piece:

HUB PIECE: [Title]
Published: [Date]

REPURPOSED:
[ ] Twitter thread
[ ] LinkedIn post
[ ] Newsletter feature
[ ] Instagram carousel
[ ] Email tease
[ ] Video script
[ ] Podcast notes

PERFORMANCE:
- Best performing spoke: ____
- Learn for next time: ____

Track what works. Double down on high-performing formats.

When Not to Repurpose

Repurposing isn’t always right:

Skip repurposing when:

• Content is highly time-sensitive (news)
• Platform requires native experience (trends, memes)
• The piece didn’t resonate originally
• You’re forcing fit to a format

Focus original content when:

• Platform-specific trends
• Community engagement
• Personal/vulnerable content
• Real-time conversations

Mix repurposed content with platform-native content.

Exercise: Plan Your Spokes

Take your last blog post or article. Plan:

1. What’s the hook for a Twitter thread?
2. Which section becomes a standalone LinkedIn post?
3. What visual/framework could be an Instagram carousel?
4. What’s the newsletter angle?

Map out 4+ spokes from one hub piece.

Key Takeaways

• Repurposing multiplies output without multiplying effort
• Use the hub-and-spoke model: comprehensive piece → many formats
• Good hub content is evergreen, modular, opinion-rich, and data-rich
• Adapt for each platform—repurposed content should feel native
• Build a systematic checklist for every hub piece
• Mix repurposed and original content on each platform

Final lesson: build your complete content system in the capstone.

Up next: In the next lesson, we’ll dive into Capstone: Build Your Content System.