Ruthie Sterrett (00:03.864)
Welcome back to the Consistency Corner podcast. I'm Ruthie, a marketing strategist for mom founders and your host. My mission is to help you reduce the mental load of marketing because it's a lot and you got a lot of other things going on in your life. I get it. And I want to help you make sure that your business growth is fueled by strategy rather than just more noise, hustle or burnout. So today we're talking about content repurposing, something that I think causes maybe more stress than it should.
Because everybody says, just repurpose your content. And it sounds so simple, like one piece of content suddenly becomes five and you've got a whole month planned. Except that's not really how it works. There's a big difference between reposting and repurposing and they require different levels of effort. The promise of repurposing is efficiency. But for a lot of founders, it actually creates more decisions, not fewer.
And today I wanna talk about why that happens, what you can do about it, and how to figure out which approach makes sense for your business and your capacity. Here's the thing, there's this assumption in the online business world that repurposing is the answer to all your content problems, that if you could just repurpose better, you'd have enough content for every platform and it wouldn't take that much extra time. But what most people are calling repurposing,
can actually be broken down into three different things and lumping them all in together under one word is part of why it kind of feels so overwhelming. Because when you think you're doing one thing and you're actually doing something much more involved, of course it's going to take you longer than expected. Of course it's going to feel harder. So let's break it down. Because once you understand what you're actually doing and what each version of repurposing air quotes, if you're listening,
What it requires from you, you can make better decisions about where to spend your time and energy. The first tier of repurposing is what I would call reposting. And reposting is exactly what it sounds like. You're posting the exact same piece of content onto another platform. Same graphic or same video, same caption, same everything. You're taking a TikTok and you're putting it on Instagram. You're taking an Instagram post and you're
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putting it on LinkedIn. The content doesn't change. The only thing that might change are small functional things like removing the many chat keyword trigger from an Instagram caption and putting a direct link when you post it on LinkedIn or Facebook. Or the opposite, removing a clickable link from a LinkedIn caption when you cross post to Instagram because links aren't clickable in Instagram captions. That's it.
You're not rewriting anything, you're not rethinking anything, you're just distributing the same content to another platform. This is distribution work. It's low decision cost. The content is already created, you already made all the creative decisions, you're just putting it somewhere else. And there are tools that make this even easier. My favorite scheduling platform is MetraCool, and it lets you schedule the same content to multiple platforms at the exact same time.
So if you're loading it up once, it goes everywhere. You don't have to even open another platform to get it on Instagram and Facebook and LinkedIn and YouTube shorts. And Facebook and Instagram can actually be connected so that when you post on one, it will automatically post to the other. That can be a little bit more complicated than it sounds, to be honest. A client and I went down a rabbit hole trying to get hers fixed, but that's a whole nother side note and side story.
Once you have that connection made, is zero extra work on your end. Repurpose IO is another platform that you can use that's really good for automating video repurposing. I actually set it up years ago and I don't even know if I still use it. I might have it still set up. should probably double check that. But I was using it so that any time I created an Instagram reel, it would automatically post.
to TikTok and LinkedIn. And that way it was getting the audio from the Instagram platform and automatically using that audio on the other platforms without me having to download, re-upload, repost. So there are tools out there. And I wanna share an example of what reposting with minimal effort could look like. And this is something that is actually happening in my business. So I'm gonna take you behind the curtain. And I'm also gonna give you a peek at the results.
Ruthie Sterrett (04:46.314)
So I repost my Instagram content on LinkedIn. Instagram is my primary platform, but we schedule in Metricool, so we schedule it on LinkedIn at the same time. Same content, same captions with those minor functional tweaks. You know what? It doesn't really perform on LinkedIn the way it performs on Instagram, but I don't expect it to. LinkedIn's job in my business right now is to exist and provide a touch point. If someone looks me up on LinkedIn, there's content there.
It's active and it's consistent. That's its job. I'm not asking LinkedIn to be a top of funnel tool for me. I'm really not even asking it to be a bottom of funnel tool. I'm asking it to be middle of funnel, meaning there's content there for someone who wants to learn more while they're there. If I was expecting LinkedIn to be a major growth channel for my business, if I was asking it to drive leads or build community, I wouldn't just repost content there.
I'd build a strategy specifically for that platform, for what works for that community and that algorithm. But that's not what I'm asking you to do right now. And that's okay. Reposting handles the job I've given it. Now, the second tier of repurposing is what I'm gonna call adapting your content. And this is one that I think trips people up the most because it kind of lives in the middle ground between reposting and repurposing.
and it doesn't really have a great name. But adapting is when you're taking the same core content, but making adjustments specifically for the platform, such as taking an Instagram carousel and doing less slides and writing a different caption for LinkedIn, because the audience expectation and user experience is different over there. Or taking a story slide and turning that into a reel. It's the same content, but now it needs a caption.
and maybe it needs a cover slide because it's a different format. The visual is the same, but the context has been changed around. And it's more than just reposting because now you're making creative decisions. You're writing new copy. You're thinking about what this audience on this platform needs to hear differently. But it's less than full repurposing because the core content, the graphic, the idea, the visual stays the same and is being reused.
Ruthie Sterrett (07:08.108)
And this is where I think a lot of founders get stuck without realizing it. They think that they're just reposting, but they're actually making a bunch of small creative decisions that add up. A new caption here, a different hook there, a tweak to the call to action. And if you haven't accounted for the time and energy in your content planning, it starts to feel like everything is taking way longer than it should. I mean, I don't know about you, but I kind of have a delusional.
perspective of my own capacity and thinks everything will take about half as much time as it actually does. But this is one of the reasons that that kind of like trips me up sometimes because you're budgeting for reposting but you're actually adapting and those are different amounts of work and you need to understand that. Okay, so the third tier is true repurposing. This is the one that gets all the hype. Repurposing is taking a
core piece of content and turning it into a completely new piece of content. New format, new structure, maybe a new hook, new call to action, sometimes a completely new angle on the same topic. A podcast becomes a carousel, a reel becomes a blog post, an email becomes a LinkedIn newsletter. The idea is that the seed is that the content itself is one seed, but now it grows into something brand new.
You're creating something that didn't exist before. This is creative work. It takes creative energy and decision-making energy. And so when we think like, well, we could just repurpose the content. Okay, that still takes work. And you have to now understand the best practices of the new platform. You have to know what the content's job is in the new context. You have to have the capacity to actually create that thing from scratch, even if the idea is already coming from somewhere.
And it is incredibly valuable. A single podcast episode can generate weeks of content if you repurpose it well. But if you account for it honestly in your capacity, you realize that it's not always just a simple shortcut. It's a strategy, and strategies do take time. Now, I want to mention AI here, because I know a lot of you are using AL to help you with repurposes. ugh, cut that. Now.
Ruthie Sterrett (09:28.588)
I want to mention AI here because I know a lot of us are using AI to help with repurposing and it's great for that. But here's what I've noticed. You need to give AI really clear direction about what the repurposed content's job is. Is the new piece supposed to point people back to the original content? Like, is it a caption to get people to go listen to your podcast? Or does it stand on its own?
Is it top of funnel, middle of funnel, or bottom of funnel? Are you summarizing that original piece of content, or are you pulling out one key point or idea? Or maybe we're introducing the topic from a different angle, but using some of the same stories or statistics. If you just tell AI to turn this podcast episode into a carousel, you're going to get something that's fine, but probably not strategic.
And I've noticed that AI tends to miss transitions and sometimes create gaps when it takes a piece of long form content and tries to condense it. It'll skip over context that the reader needs, or it'll jump from one idea to another in a way that doesn't quite flow. So there's definitely oversight needed. AI can do the heavy lifting, but you still need to be the one driving the direction and checking the output and giving the feedback, which, again,
takes creative time and energy. So, okay, we've defined all three, reposting, adapting, and repurposing. So let's talk a little bit more about how to decide which one to do and when. Before you decide to repost, adapt, or repurpose, you need clarity on a few things. What is each platform's job in your business?
We talked about this last week with LinkedIn and it applies to every channel in your channel mix. What are you asking each piece of content to do on that platform? Now, what are the best practices for that channel? How much capacity does it take to customize your content to work there? Here's another example of AI like not quite getting it. I was asking AI to
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take a bunch of emails that I had written for something and a sales page that I had written for something and I was like, we're gonna write some new emails making these tweaks and then we're gonna write social posts. And in the emails for the call to action, it was like, just DM me the word, blah, blah, and I'll send you the link. And I was like, hey, AI, we're not doing keyword strategy in an email. We can just give them the link in an email. So.
It was feedback that I had to give and that takes, again, time, energy, and capacity. And I had to do some oversight, right? So then the honest question is, is whether you are repurposing, adapting, or simply reposting, is all this work even worth it? And here's my take. You might as well try reposting. If the content is already created, it costs you very little.
to put it somewhere else, especially if you're using a tool to automate. So you might as well. You look at what the data tells you, and if you're reposting and it's not doing anything, and you're not really expecting it to, that's fine. The job of visibility is being done. The content is there giving you a presence in that other channel. But if you're reposting and you're expecting it to perform and it's not performing, that's a different story.
That's a sign that you need to invest the energy to at least adapt, if not repurpose for that platform, to build a real strategy for that platform or let it go. Because spending a mental energy being, and then being disappointed by a platform you're not actually investing in is a waste of the limited capacity that you have. And this connects back to what we've been talking about recently. Volume has to match
capacity. Repurposing multiplies the volume of decisions you're making. Adapting multiplies it a little less, and reposting multiplies it slightly. So when you're planning your content, make sure if you're accounting for which one you're actually doing and level set your expectations. And don't think that you're going to get results from like a minimum
Ruthie Sterrett (14:02.572)
you're gonna get maximum results from a minimally effort strategy because strategies take time, they take work. Unfortunately, I wish this was not true, but a strategy that sits in a Google Doc doesn't get anybody any results. We have to execute on the strategy and that does take time and energy, whether it's reposting or repurposing. So here's what I want you to take away from today. Reposting works when your primary platform is clear.
Because you're reposting knowing what the job of each platform is the primary platform has a clear job You're writing the content to to do that job the secondary platforms Where you're reposting have jobs as well even if that job is just exist Be a touchpoint. Give me a presence. That's still a job, right?
Repurposing needs more clarity. What is the platform's job? What is the content's job on this platform? What are the best practices of this platform? Do you have the capacity to do it well? If the answer to any of those is I'm not sure, repurposing is going to feel chaotic. Because if you're putting in creative effort without a clear destination, you're kind of just throwing spaghetti at the wall and spending energy.
on a trip that you don't even know where you're going. And then again, that sneaky middle ground of adapting, just know that it exists and account for it. And don't beat yourself up when reposting, air quotes, feels harder than you thought it would because now you're actually making a lot of small creative decisions. Give yourself credit for that work and plan for it. Same thing if you're delegating to a team member.
Plan for the time that that is going to take because it's not just a two second repost. There is creative work involved and that needs to be accounted for. So if any of this has you thinking like, okay, I really do need to get clear on my platforms and my capacity to figure out what to do with my content, where my customers are showing up and where I even need to prioritize my time. That's what we're doing in the marketing strategy lab on April 16th. We work through your capacity.
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We talk about your customer journey and your channel decisions so that when you're making these calls about reposting or repurposing, you're making them from a place of strategy and not guesswork. And now, once we have those conversations, your content starts to work together like a flywheel, like an ecosystem versus individual channels and individual pieces of content living in a silo all on their own.
If you happen to be listening to this after April 16th, you can catch the replay. But if you're hearing this before then, please register to join us live. Even if you can't come live, you'll get the replay, but you get customized advice and be part of the live Q &A if you're able to join us in the workshop. So head on over to the consistencycorner.com slash lab. The link is also in the show notes. And thank you for being here. I'm always cheering you on.
and know that I'm in your corner because I know that you're doing great things. And I hope that listening to this episode and hanging out here at the consistency corner has helped lighten the mental load of marketing a little bit for you. And I'll see you next time.
