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Turn One Piece into 20+ Assets with this Content Repurposing Guide
- Caylee Donaldson
- 1 day ago
- 6 min read
You know that feeling when someone says, “We really should be posting more on LinkedIn / Insta / the blog…” and everyone nods… but nothing actually happens because no one has the time?
That’s exactly where content repurposing comes in. Instead of constantly trying to conjure brand new ideas, you take one strong piece of content and turn it into many smaller, tailored pieces across your channels.
This post walks through what content repurposing actually is, why it matters, and a really practical way to start doing it in your business – without needing a studio, big team or endless hours.
Jump to a section:
What do we actually mean by “content repurposing”?
Content repurposing (sometimes called “splintering”) is simply:
Taking one long-form piece of content and breaking it into smaller pieces you can use in different places.
Most of the time, that long-form asset is a video, webinar, podcast episode, or in-depth article, and the repurposed pieces are:
Social media snippets
Short video clips or Reels
Quote graphics
Email content
Blog posts / articles
Lead magnets or mini-guides
You’re not repeating yourself. You’re serving the same core idea in formats that match how people actually consume content.
Why content repurposing matters (especially if you’re busy)
Let’s be honest:
You don’t have time to write a brand-new blog, record a fresh video, design graphics and write emails every week.
But your audience does expect to see you regularly – on social, in their inbox, and on your website.
Algorithms reward accounts that show up consistently with engaging content (especially video).
Repurposing solves that tension:
You create once in-depth.
Then you slice, adapt and distribute that content for weeks.
A few reasons this works so well:
Time-efficient – It’s far easier to clip, quote and adapt than to create from scratch.
Always-on presence – You can keep the conversation going between campaigns or events.
Bigger reach – One webinar or video can show up as posts, carousels, clips and quotes across multiple platforms.
Thought leadership – When your ideas appear consistently in different formats, you become the familiar expert in your space.
And because social platforms are so heavily video-led now, repurposed video snippets can work incredibly hard for you. Research shows that video tends to attract significantly more shares than text-and-image posts combined – so if you’re not repurposing video, you’re leaving reach on the table.
What can you repurpose right now?
You probably already have repurposing gold hiding in your folders. Look out for:
Video content
Webinars (live or on-demand)
Conference sessions or panel discussions
Recorded interviews with clients or partners
Live streams and Q&As
Training sessions or internal presentations
Audio content
Podcasts
Recorded interviews (even if you never used them publicly)
Audio from conference sessions or webinars
Text content
Blog posts that performed well
Whitepapers, reports and research
Slide decks and speaking notes
Customer testimonials and case studies
Internal “how to” docs that could be turned outward
If you’re not sure where to start, open up GA4 or your website analytics and find the pages that get the most traffic or engagement. Those are perfect candidates to repurpose and reshare.
Start with one “hero” content session
To make repurposing really scalable, I recommend designing one hero content session at a time – ideally video.
That might be:
A 30–45 minute webinar
A recorded workshop
A panel discussion with 2–3 experts
A deep-dive interview with a client or internal specialist
A few non-negotiables for your hero content
Make it video-first You can extract audio, transcripts and stills from video – but you can’t magically turn a text doc into a compelling talking-head clip.
Host it on your website Embed the video on a relevant page. It’s great for SEO, dwell time and gives you a central URL to send people to.
Gate it (where it makes sense) If it’s valuable, turn it into a lead magnet or on-demand session and capture data (name, email, role, etc.).
Choose a topic that’s genuinely useful Start with questions like:
What do people ask you over and over again?
What shortcuts, hacks or frameworks do you always end up sharing?
What’s a recurring pain point for your ideal client?
From 1 session to 20+ content pieces: a simple blueprint
Let’s imagine you’ve recorded a 40-minute webinar. Here’s how that could splinter out:
From the video:
5–10 short clips (20–60 seconds) for LinkedIn, Instagram, TikTok, YouTube Shorts
3–5 “micro-teaching” videos where you re-record specific tips straight to camera
A teaser trailer (10–15 seconds) to promote the full session
From the transcript:
1 in-depth blog post summarising the key takeaways
1–2 shorter, more niche blogs on sub-topics
An email newsletter edition highlighting 3–5 insights
A follow-up nurture email for people who watched/downloaded the session
From quotes & ideas:
5–10 quote graphics for social (short, sharp, 25 words max)
1 LinkedIn carousel breaking down a framework or “X-step process”
A one-page PDF checklist or cheat sheet as a bonus download
From supporting materials:
A slide or stat turned into a simple infographic
A poll or question for your community to discuss on LinkedIn
Suddenly, that one recording can feed your content for several weeks – across channels – without you scrambling for ideas every Monday morning.
Practical tips for creating repurposable video (without a studio)
You don’t need fancy kit. Truly.
Use your phone, prop it up on a pile of books, and keep these basics in mind:
Light > camera Stand facing a window if you can. Good natural light makes a huge difference.
Background matters Avoid clutter and distractions. A plant, a tidy desk or a simple wall is plenty.
Don’t obsess over production Lo-fi, selfie-style videos often perform better because they feel more human.
Shoot for the platform Square or portrait formats tend to get more views and engagement on most social platforms than landscape.
Always add captions The majority of people scroll with the sound off – especially on LinkedIn and Meta – so captions are non-negotiable.
Put people in your visuals Studies have shown that images featuring people can dramatically lift conversions and engagement versus generic graphics.
Headline & hook ideas that actually get clicks
You can have the best content in the world, but if your hook is dull, it won’t get seen. A few patterns consistently work well:
Use numbers
Numbers promise clear, concrete value.
“7 ways to…”
“5 mistakes to avoid when…”
“10 questions to ask before…”
Add time or relevance
Phrases like “of the year” or “in 2025” can lift engagement because they signal fresh, current insight.
“The 10 biggest content flops of the year (and what to do instead)”
“5 things I’d do differently in my content strategy in 2025”
Lean into curiosity & guidance
Think: ranking, newness, hyperbole, instructional and story-driven angles.
“What happened when we turned one webinar into a month of content”
“This 30-minute video generated 23 social posts – here’s the breakdown”
“Stop writing cold posts: start splintering your existing content instead”
When you repurpose, you can A/B test multiple hooks for the same underlying idea and double down on what performs.
A quick sanity check before you post
When you’ve pulled a new piece from your hero content, ask:
Does this work as a standalone snippet? Someone who’s never seen the full webinar should still get value.
Is there a clear next step?
Watch the full session
Download the resource
Comment with a question
Share with a colleague
Does it look and feel on-brand? Consistent fonts, colours and tone make your splintered content feel like part of one bigger, professional ecosystem – not random one-offs.
Ready to build your own content engine?
Content repurposing isn’t about squeezing every last drop out of one idea for the sake of it. It’s about respecting your time and your audience’s attention:
You spend more time crafting genuinely useful, strategic content.
Your audience sees that value in multiple places, in the formats they prefer.
Your brand shows up consistently – without you burning out trying to do “all the things” from scratch.
If you’d like help building a repurposing strategy around your webinars, events or expert content – from planning the hero sessions to mapping out all the splinter assets – that’s exactly the kind of work I do at CDM (Caylee Donaldson Marketing).
You can find out more over at cdonaldson-marketing.co.uk or drop me a message if you’d like to chat about turning your existing content into a real, sustainable content engine.