Content creation ain’t no small undertaking! Writing copy, producing videos, designing graphics, and more -- w/o question, it’s a significant investment to time, resources, and effort. Granted, no other marketing or branding channel (comparatively) even comes close to the vast reach of today’s digital and social platforms.

Thousands of Facebook, Instagram, or TikTok views or impressions—for FREE—versus, for instance, $0.55 cost per stamp on postage. Evergreen blog posts or YouTube videos that continuously rank on long tail search queries—it’s hard to put a price tag on the value of that stuff!

I’m certainly not trying to disparage the use of postcards, just so we’re clear; my point is, the benefits/ROI of content marketing, when executed strategically, far outweighs the pain of its production.

Trouble is, I suspect your content isn’t getting the, quote-unquote, “𝐦𝐢𝐥𝐞𝐚𝐠𝐞” (in terms of reach and exposure) as it could or should.

For example… Imagine you publish a stellar 6-minute video w/ a killer caption to boot. And let’s just say it garners 1.5K views on Insta, 800 more on Facebook, another 365 on LinkedIn, and finally, an additional 550 via YouTube, all organic. That’s not bad — but it’s not done either.

If you want to maximize the 𝐦𝐢𝐥𝐞𝐚𝐠𝐞 of that video, for instance, try digging through the caption to identify quotable blurbs. Use ‘em as Tweets or as text-overlay on an image post. Clip 30-second excerpts out of the long-form video to repurpose as IG Reels or YouTube Shorts. Point is:  I̲t̲ ̲a̲i̲n̲’̲t̲ ̲o̲v̲e̲r̲ ̲’̲T̲i̲l̲ ̲I̲t̲’̲s̲ ̲O̲v̲e̲r̲ 🎶 (Lenny Kravitz) 😆.

If you’re pouring yourself into producing content, then you owe it to yourself to maximize the 𝐦𝐢𝐥𝐞𝐚𝐠𝐞 of every blog, every video, and every post.

Let’s talk about how. From a content-planning standpoint, begin by identifying your top-level content:  e.g. video shows, blogs, podcasts, et al. Basically, the stuff you’re creating episodically across your platforms. From there, map out the various ways you can 𝘴𝘭𝘪𝘤𝘦, 𝘥𝘪𝘤𝘦, 𝘤𝘩𝘰𝘱, or 𝘫𝘶𝘭𝘪𝘦𝘯𝘯𝘦 (so to speak) each respective piece of content into subsequent Posts, Stories, Reels, and more. Here are some ideas to get started:

1. Post “throwbacks” of prior posts

2. Group related posts into a single, “round-up” post (perhaps using carousel)

3. Send out a compilation email of your best listing-videos

4. Highlight 30- or 60-second chops/clips of longer vids (Reels, Stories, et al.)

5. Transcribe podcast interviews and publish blog articles

What’s your best hack/tactic for repurposing your content? Please share in a comment and/or tag a friend who should chime in.