We’re back on the theme of sustainable growth and small teams punching above their weight—this time with a deeper dive into content repurposing, and how AI can supercharge your efforts without sacrificing quality or authenticity.

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We’ve said it before (and yes, we’ve been guilty of it too): far too often we see content treated as a one-and-done effort. A brilliant webinar, podcast, or blog goes live… and then disappears into the void after a single share.

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The problem isn’t the content. It’s the distribution.

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Repurposing doesn’t mean being repetitive. It means being strategic. Especially now, with a stack of accessible AI tools at our fingertips, we can extend the life—and impact—of every piece we create.

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First up: What do we mean by content repurposing?

It’s not just chopping up a webinar and chucking it on social. It’s taking your high-effort content (we call these “rocks”) and turning them into smart, platform-specific pieces that meet your audience where they are. It’s about working smarter, not harder.

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Let’s say you’ve run a live webinar. Don’t stop at the recording. You could:

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• Turn the video into bite-sized clips using Opus Clip or Descript
  
  
• Use Otter.ai or Granola.ai to transcribe it and turn the transcript into an SEO blog
  
  
• Run the blog through ChatGPT or Claude.ai to draft a Substack article or newsletter
  
  
• Pull out quotes for a carousel post on LinkedIn
  
  
• Re-edit the audio as a standalone podcast using Alitu
  
  

That’s one asset. Five new formats. Countless new touchpoints.

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Content repurposing matters more than ever

Because it:

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✔ Saves time for small teams
✔ Boosts your ROI from every piece of content
✔ Allows testing across different platforms and formats
✔ Reinforces your message through consistency
✔ Helps build your brand in multiple places at once

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The biggest mistake? Thinking too small.

One-off posts aren't the goal. A consistent content drumbeat is. As we’ve seen with brands like GoCardless and DocuSign, building a reputation takes time—but becomes a flywheel when done well.

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Don’t be afraid to go deep. As Al Berry shared in our brand storytelling session, great stories aren’t always about drama—they’re about resonance. Repurposing lets you share that story in more ways, with more relevance to more people.

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A few more tools to explore:

• Pencil Pro: for creative variant testing
  
  
• ChatGPT Advanced Data Analysis: summarise long transcripts or survey data in seconds
  
  
• Runway ML: create video assets for multiple platforms with minimal editing skills
  
  
• Claude AI: refine tone and messaging based on platform (great for LinkedIn vs. email)
  
  

Build repurposing in from the start

Our go-to workflow?

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1. Start with your rock (a deep dive blog, interview, webinar, podcast)
   
   
2. Map out your top 3-5 repurposing formats before you even publish
   
   
3. Build a checklist (we’re fans of Notion for this) with owners, deadlines, and performance tracking
   
   
4. Set up automation where possible—e.g. a newsletter that auto-pulls from new blog posts
   
   
5. Measure what's working—and adjust fast
   
   

Tip: Don't blindly push content out everywhere. Just because you can post it doesn’t mean you should. Choose the platforms your audience actually cares about. Edit accordingly.

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Getting started

Pick one recent piece of content that performed well. Ask:

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• Can I break this into 3–5 snippets?
  
  
• Where else would this story resonate?
  
  
• What would make it easier for my audience to engage with it—shorter copy? Visuals? A different tone?
  
  

Then try it.

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Repurposing isn’t lazy. It’s clever. And with the right systems and AI tools in place, it’s never been easier to keep your brand visible, consistent, and relevant.

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Let’s stop burning out trying to make something new every time. Let’s start making the most of the gold we already have.