Content Recycling Strategies

Last week, I watched a client get 10 new HAND RAISE leads on a webinar. Not 10 attendees that we're gonna yeet the BDRs at. 10 people asking for a demo. Webinars can be pipeline machines, but here is what I see when I audit most of my clients’ content strategies: Before the webinar (bad setup): + The team promotes the live event hard… - But doesn’t plan for post-event content reuse. - A landing page is only built for registration, not long-term discoverability. During the webinar (one-time value): + The speakers drop gems. - But nobody timestamps them. - There’s no backup plan if attendance is low. - The Q&A disappears after the Zoom call ends.  After the webinar (this is where it rots): - The recording is uploaded to HubSpot and gated behind a form. - It’s labeled “Webinar Replay – June 2025” with no compelling title or metadata. - Nobody clips it, embeds it in content, or shares snippets on social. - It isn’t used in nurture emails, sales enablement, blog posts, or YouTube. - Internal teams forget it within days. Customers forget it within hours. Result: - The replay gets <10 views after 48 hours. - Nobody references it in content strategy. - Sales never uses it. - It sits gated in HubSpot collecting dust. Technically “published.” Functionally “dead.” If you’re doing webinars, you’re sitting on a goldmine of content - and almost nobody reuses it thoughtfully. (and no, uploading all your old webinars to YouTube isn’t “thoughtful”) The part that most teams miss when they start doing this is trying to turn one asset into a bajillion. If I made this post about 400 content assets you can turn a webinar into, it might go viral… but who does that help? You don’t need more checkbox content. And real talk, if your past 6 webinars are just sitting in a folder somewhere, you don’t need another new webinar. You need a second pass.

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

Repurposing content ♻️ - the best way to overcome the content marketing overwhelm. Starting with content marketing can be an intimidating venture. The fear of not having enough ideas, running out of content, or simply not knowing where to begin is common – even for ‘old hands’ like me. However, these fears can be significantly alleviated by leveraging a powerful yet often overlooked strategy. Repurposing content allows you to maximise the material you already have, reducing the pressure to constantly create new content from scratch and ensuring your marketing efforts are both efficient and effective – and, more importantly, CONSISTENT. 💪 The power of repurposing At its core, content repurposing is about taking existing content and adapting and reformatting it for use in different mediums or for different audiences. This strategy not only breathes new life into old content but also broadens your reach and enhances your ROI. For instance, a well-performing blog post can be transformed into a series of social media posts, an infographic, a video, or even a short audio clip. This method is not just about recycling content but rather about creatively reimagining it in ways that resonate with varied segments of your audience. 💡 Addressing the fear of not having enough ideas The thought of having to constantly come up with fresh, innovative topics can be overwhelming. However, repurposing content alleviates this fear by allowing you to tap into the potential of the content you’ve already created. This approach ensures that the time and effort invested in creating the original content continue to pay off, while also reducing the need to constantly generate new ideas. Overcoming the fear of time constraints Many people assume that successful content marketing requires a constant stream of new material, leading to the belief that they simply don’t have the time to keep up. However, by repurposing existing content, you can maintain a consistent (that word again) presence without the constant grind of content creation. For instance, a single well-researched article can be repurposed into various formats, such as short LinkedIn posts, Instagram stories, email marketing or printed assets. Each format requires minimal additional effort but significantly extends the lifespan and reach of the original content. Content marketing doesn’t have to be a frightening phrase. By embracing the strategy of repurposing, and just starting, you can overcome the fears associated with it. This approach not only maximises the value of your existing content but also provides a sustainable way to maintain a consistent and impactful content marketing presence. So, take a deep breath, carve out some time to look at the content you’ve already created, and start repurposing it into new and engaging formats that will resonate with your audience across multiple platforms. You know where I am, if you would like to discuss any support. Fly my content repurposers! 🦅

⭐️ Why your brand should repurpose social content alongside net-new posts. If you work in social, you know the content calendar never sleeps. New posts, new campaigns, new formats. Of course, you need fresh content to keep audiences engaged and communities growing. But there’s also many great reasons to recycle the greatest hits to drive more performance. Let's break it down ⬇️ (1) AUDIENCE NEVER SAW IT THE FIRST TIME 👀 Here’s the truth: even your best-performing posts rarely reach all your followers. And the better a post does, the more it’s shown to non-followers. Reposting content that did well just gives it another chance to be seen by people that never saw it the first time. (2) GOOD CONTENT AGES WELL 🍷 If a post answered a question, solved a problem, or made people laugh once… it’ll do it again. Think of it like a song on repeat, people don’t complain when it’s good. If they liked it the first time, they’ll like it again. (3) BROADENS RESOURCES 📅 Instead of stressing over how to fill the content calendar with new posts, use your greatest hits to supplement. This can free up budget and time to create better content, allow you to invest more in boosting top posts, or put that toward community engagement activities. (4) STRONGER STRATEGY 📈 By repurposing, you can test variations: different hooks, formats, or platforms. You’ll learn more about what resonates and squeeze extra value out of your best ideas. 👉 So, if you’re managing a brand account, look back at your top performers from the past year. Chances are, at least a handful deserve a second (or third) run.

The secret to marketing without stress: Remix your best hits. I spent years creating single-use content that lived and died on a website. Now, I use a system that guarantees my best content gets in front of my audience: 1. Pick key themes: Choose a few main messages for the month. 2. Look through your old content: Find existing pieces that match your themes. 3. Refresh and reuse: Adapt content for your different channels. Here's a practical example to help you get started: If you're ClickUp, pick a few themes like: • Productivity • AI Workflows • Workplace Communication • Project Management Then, find 2-3 existing pieces for each theme and adapt them for different platforms. Why does this work? You build your repurposing skills while getting your content and core messages back in front of more people. Remember, the goal is to start strong with what you already have and then use the same system every time you create something new. It's how you turn your existing content strategy into 100x results.