Writing Content That Can Be Repurposed Across Platforms

One of the smartest things you can do for your marketing and business development is to stop treating your content as one-and-done and to start repurposing it. If you’ve invested time in creating something valuable you’re leaving opportunities on the table if you only use it once. Repurposing is how you extend its reach, reinforce your expertise and make the most of the work you’ve already done. Here are smarter ways to repurpose content: ✔️Slice long-form content into micro-content. Take a 1500-word article and pull out 5 to 7 strong ideas that each become their own social media post. ✔️Change the medium. Turn a webinar recording into a short video series or an article into a carousel or infographic. Different formats reach different learners. ✔️Build a theme series. Link several related posts into a weekly or monthly series that keeps you top of mind and positions you as the go-to on that topic. ✔️Reshare with a twist. Post the same piece again but change the lead-in. Frame it around a question, a new trend or a current event. ✔️Create evergreen libraries. Pull your best performing posts together into toolkits, guides or resource pages to which you can point clients and prospects (this is a great way to check in with contacts and provide value). ✔️Elevate key quotes. Use a statistic, case study or strong line from a piece as a standalone graphic or thought leadership snippet. ✔️Cross-pollinate channels. Adapt content from LinkedIn for your email newsletter, your blog or speaking notes for panels and client meetings. Most people in your network won’t see your content the first time for a variety of reasons. Repurposing it ensures your message travels further, reaches more of the right people and reinforces for what you want to be known while enabling you to be more efficient and effective. Let me know what you think of content repurposing in the comments below and follow me for more tips! #contentmarketing #legalmarketing #contenttips

How can you turn one research report into a year’s worth of content? ⬇️Start with a cornerstone report: Your research report is the foundation. This is your deep dive into the data, packed with insights, analysis, and takeaways. Use it as the main piece that sets the tone and direction for all other content. ⬇️Break it down into blog posts: Don’t let all that valuable information sit in one place. Extract key findings and turn them into multiple blog posts. Do an executive summary of the research, a stats roundup post, and then create several more articles that highlight different themes, dive deeper into specific data points, or explore each section of your report in greater detail. ⬇️Host a webinar or virtual event: Webinars are a great way to bring your research to life and engage directly with your audience. Use the data as a jumping-off point for discussions, bring in industry experts, and answer questions live to add extra value. ⬇️Create infographics: Visual content can make your data more digestible and shareable. Design infographics that highlight the most compelling stats or surprising insights from your research. These can also serve as great social media content. ⬇️Develop interactive quizzes or assessments: Turn your findings into a quiz that allows your audience to compare themselves against the data. Quizzes can drive engagement and are excellent tools for lead generation. ⬇️Build case studies and white papers: Use the data to create more in-depth content like case studies or white papers that demonstrate how your insights can be applied in real-world scenarios. These are perfect for middle-to-late-stage funnel content. ⬇️Leverage social media: Share key stats, quotes, and findings across your social media platforms. Use each post to drive traffic back to the full report, blog posts, or webinar sign-ups. Repurpose content for different audiences: Segment your research for a specific audience (industry, role, etc.) and then tailor your content to speak directly to different segments of your audience. Create targeted emails, sales enablement materials, or thought leadership pieces that align the research insights with specific pain points. ⬇️Pitch the research to industry publications: Use your findings to pitch guest articles, contribute to industry publications, or secure speaking engagements. Original research is a great way to position your brand as a thought leader. ⬇️Plan regular check-ins and updates: Don’t let your research become stale. Plan to revisit your data throughout the year. Are there trends emerging that align with your findings? Any updates or new data points you can add? By strategically planning your content calendar around a single research study, you can maximize the ROI on your investment, maintain a steady stream of valuable content, and continuously engage your audience with fresh, relevant insights. #contentmarketing #contentstrategy #originalresearch

Stop letting your best LinkedIn content go to waste... Repurpose it across platforms for more impact! One of the smartest ways to get more mileage out of your content is by repurposing it. Instead of creating fresh content for every platform, take what works on LinkedIn and adapt it for others, like Instagram Reels, for maximum reach. Here’s how: Transform Posts into Reels: Take your high-performing LinkedIn posts and turn them into 15–30 second Reels. Summarize the key points in a fun, engaging way. Reels are perfect for grabbing attention and quickly communicating your message. Break Down Into Quotes: Pull out the most powerful statements from your LinkedIn posts and share them as quotes on Twitter or Instagram Stories. These bite-sized snippets can drive more traffic to your LinkedIn profile. Turn Into a Blog or Article: Take a LinkedIn post that generated conversation and expand on it. Add more examples, tips, or insights to create a full-length blog or article. Create a SlideShare Deck: If you shared a step-by-step guide or useful tips, consider turning it into a SlideShare presentation. It’s a great way to present your expertise in a visual, shareable format. Repurposing isn’t about repeating, it's about tailoring your content for different audiences while still staying true to your message. Don’t just post and forget. Let your content work harder for you!

Here’s how our new Director of Content Marketing 100x’s our podcast audience. When we were interviewing people for our Director of Content Marketing role at Databox, I had one thing on my criteria list that was non-negotiable. Someone who eats, sleeps, drinks and dreams about processes! As I've written about a million times now, I believe content marketing needs to be multi-format, multi-perspective & multi-channel in order to be effective these days. (Read here to fully grok my argument and framework: https://lnkd.in/ekgYcxEH) To pull off “multi-3x” content consistently and efficiently, I knew we needed a really tight process. We've always prioritized processes on the marketing team at Databox. When John Bonini led all of marketing here at Databox, he nicknamed our process "Content flow" because our process has always involved repurposing content. Before Jeremiah Rizzo moved over to lead our product marketing function, he implemented a solid process for turning podcasts into playbooks and blog posts. But when we hired Ali Orlando Wert for the aforementioned role, I knew we were getting someone who would bring us up a few levels. Here’s what Ali has done to take our podcast repurposing to the next level here at Databox 👇 🎙️ 𝟭 𝗽𝗼𝗱𝗰𝗮𝘀𝘁 𝗿𝗲𝗰𝗼𝗿𝗱𝗶𝗻𝗴 becomes... • 1 video podcast episode on YouTube • 2-3 short video clips (YouTube Shorts + LinkedIn-native video) • 1 long-form newsletter sent to 15k+ subscribers • 1 long-form 𝘗𝘭𝘢𝘺𝘣𝘰𝘰𝘬 blog post (that includes how to do something in our product) • 1 guest blog post on the guest’s website (if willing) • 5-10 social assets (quotes, audiograms, clips, images) • 1 toolkit for the guest to share across their channels    To make this process efficient, she built a CustomGPT that prompts her (and her team) through the full content flow and auto-generates a first draft of the content (to be human edited, of course).  Because we're starting with original thoughts, AI is amazing for repurposing it while keeping that originality. But, the real reason to do all of this: increased reach. By leveraging our podcast across 6+ channels, it gets significantly more reach than the podcast recording alone. Here’s some stats from a recent podcast 👇 • Our podcast-derived content got 𝟭𝟯𝟬𝘅 𝗺𝗼𝗿𝗲 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 than our podcast downloads • My Linkedin posts alone drove 𝟯𝟯𝘅 𝗺𝗼𝗿𝗲  • Our newsletter routinely achieves 𝟱𝟬%+ 𝗼𝗽𝗲𝗻 𝗿𝗮𝘁𝗲𝘀 with thousands of readers All from one conversation. If you’re not doing a podcast because “it’s hard to get reach” on the podcast platform, you’re thinking about it wrong. The podcast is the basis for content across all platforms. You just need to build a 𝘀𝘆𝘀𝘁𝗲𝗺 that 𝘥𝘪𝘴𝘵𝘳𝘪𝘣𝘶𝘵𝘦𝘴 𝘪𝘵. If you need an example, check the comments.