You’ve probably seen the posts that scream “Turn one video into 20+ pieces of content in 5 minutes!” Look, I get the appeal of such tools for busy business owners. You’re an established founder with a full calendar and existing longform content that you know could be working harder than you do.
So the idea of a tool that could help with repurposing is tempting… but is content repurposing that makes your business money really a case of posting more? I respectfully disagree.
In this blog, I’ll cover what exactly is content repurposing, repurposing strategies that are worth your time, the AI repurposing tools I recommend, plus how strategic repurposing grew my client’s reach by 61% and her revenue by 77%!
What is Content Repurposing?
Content repurposing has become a buzzword in the marketing world recently, but many established business owners may not have realised there’s several ways to do it (and not every option is the most effective if you want to grow your business!).
In simple terms, repurposing is improving your online visibility by taking your existing content through one of these repurposing options:
- Copy-paste repurposing: Cross-posting the same short video across different platforms (e.g. Instagram to Tiktok)
- Strategic repurposing: Taking one longform idea (email, blog, Youtube video or podcast) and turning it into different platform-native formats, so that they perform just as well as the original.
The second option is what I do with my clients who understand that content is a touchpoint they have with their dream clients everyday.
Which Content Repurposing Strategies Are Worth Your Time
Whether you choose copy-paste repurposing as a beginner business owner or strategic repurposing as an established founder, I recommend three simple content repurposing strategies that give you the most return on your time.
Refine your best-performing content
Before you create anything new, look at the content that performs best for you.
Are there any common themes in formats, topics or even time of year? Content that already performs is a good choice for repurposing, because by updating it or creating similar content pieces, you’re guaranteed that it’ll be worth your time (and money).
Present one idea from multiple angles
If you’re worried about sounding repetitive, presenting one idea from multiple angles helps you reinforce your message, while capturing the attention of your dream clients in different ways.
For example, let’s say you’ve written a blog about the 5 Design Mistakes Business Owners Make When They DIY their brand (and it’s got nothing to do with it looking “ugly”).
Here’s 7 ways you can talk about that topic that will appeal to different buyers:
- Myth-busting: Your DIY brand isn’t being ignored because it looks bad. It gets ignored by dream clients because it’s not clear. (speaks to people convinced they’re bad at design)
- Relatable: You spent three hours on making a Canva graphics that looks beautiful, posted it… and it got seven likes. What gives? (speaks to people who relate to this situation)
- Belief-shift: A “professional” brand won’t attract more customers if the message behind it is still unclear. (speaks to people convinced they need to rebrand)
- Thought leadership: I’m a graphic designer of 12+ years and these are the five design mistakes I see business owners make when they DIY their brand. And no, they’ve got nothing to do with bad design skills. (speaks to people on the fence about working with you)
- Case study: My client received an enquiry 2 days after I coached her through the fixes for her design mistakes (speaks to people who are proof-first)
- Reframe: Instead of wasting your time on creating a design that looks pretty on your Instagram feed, ask yourself “what does my client need to hear?” (speaks to people who are fixing what they think the problem is, rather than the actual problem)
- Values-first: I teach business owners to DIY a professional brand, because not everyone has $5K to spend on branding when they start out. But that doesn’t need to mean that your business needs to look amateur. (speaks to people who connect with your values)
Repurpose into different content formats
Back before AI tools became common, I used to repurpose content manually. This looked like skimming old podcast transcripts, highlighting sections that made sense to turn into different formats, and then creating these within Canva.
The advantage of turning a written piece into carousel or quote graphics, written posts AND short videos means that you get seen by different segments of your dream audience – those who prefer to read, and those who prefer to look at graphics or watch videos.
(Hence, more reach!)
What are AI Tools You can Use for Content Repurposing?
Best Video Repurposing Tool
These days, there’s a whole range of AI tools to help you with repurposing videos. These are ideal if you’re a time-poor business owner who just wants to do copy-paste repurposing.
If I had to choose the best video repurposing tool for Reels and Tiktoks, it would be OpusClip. It’s smart enough to leave context within the short video, so that it still makes sense as a standalone content piece, and there are autocaptions for accessible videos.
The disadvantages of these tools is that they only work for repurposing videos. This means you’re neglecting the dream clients who might prefer to sit down and take their time to read written content instead… which is why I build AI-powered repurposing systems that help my clients turn their best ideas into platform-native content formats.
Best Content Repurposing System
As an established founder, you’re probably at the stage where you want to repurpose content that doesn’t sound robotic, while still protecting your brand reputation. This is where tools like ChatGPT and Claude come in.
However, you still want to have a human involved in the repurposing process, to ensure that your AI content is still strategic (or you might run into these problems!)
AI-powered content repurposing systems (with Claude or ChatGPT), are what I build for established consultants who want to save time with AI repurposing, but not ruin the brand reputation they’ve built (here’s what that system looks like!)
In a nutshell, the system is in-built with custom instructions that has content strategy (from my 5+ years of experience as a content strategist) and your brand voice baked in. Once built, you can delegate this system to your team, or use it as a solopreneur, to repurpose content into different formats strategically while saving 12+h each week!
How my Client Grew Her Reach by 61% and Revenue by 77% with an AI Content Repurposing System
My client Jacqui is a graphic designer, founder of White Deer Graphic Design and creator of the DIY Design your Biz course. She records a podcast and Youtube video on using Canva as a small business owner, that goes out every week, with clients that raved about her coaching.
When Jacqui came to me, she was juggling recording her hero content, managing her team (which consisted of a graphic designer, video editor and virtual assistant), and reviewing the repurposed content that her team created.
She had already dabbled in using AI to help repurpose her weekly podcasts and Canva tutorials, but realised that her time was still spent on “fixing” the AI-repurposed content since it would occasionally make up quotes or sound off.
And the only content strategy Jacqui had lived in her head. So whenever client work got busy, the repurposed content that needed to be reviewed and approved would fall off her radar, or it would be published with missed mistakes.
Jacqui realised that she needed someone who understood content strategy to come in, manage her team and made sure her repurposed content still sounded like her, while she focused her limited time as a mum of three children on other parts of her business only she could do.
With me joining her as her Content Manager and managing her AI-powered repurposing system, Jacqui initially gained 12 hours back each week. Time that she spent:
- Refining her Design Tools to 100K masterclass so that it could earn her passive income when she went on maternity leave
- Recording new video tutorials and updating her best-selling DIY Design Your Biz course so that her students got better results
- Coaching more clients in her studio and Co-Creation offers
In time, Jacqui’s confidence in her team grew and she had the flexibility to take spontaneous weekend ski trips, knowing that her content would still go out without her needing to be involved until the final review stage.
With Jacqui’s repurposing system, we were able to turn each podcast or Youtube video into 7+ content pieces:
- B-roll Instagram Reels to reach new audiences
- Talking head Reels to shift beliefs
- Carousel slides to tell a story
- LinkedIn posts to build trust
- Instagram stories to sell
- Pinterest Pins to drive traffic to Youtube and her website
- Blog to direct to her offers
In a year, her overall reach grew by 61% across platforms, and her revenue by 77%…and in Jacqui’s own words, “I can’t imagine my business without Isabel now!”
Want to start repurposing more strategically?
If you’re a growing solopreneur who is tired of your content dying after a week, and know that you want to start repurposing more strategically, I’m sharing the first part of my AI-powered repurposing system.
Access the free Claude repurposing prompt to start repurposing content more strategically!
Who is Fairyfox Digital?
Fairyfox Digital is a content repurposing agency founded by Isabel Chen. With her data-driven background in science and resourcefulness from working as a marketing team of one during the peak of COVID, she whole-heartedly knows how effective content repurposing can help prevent burnout and grow visibility for founder-led brands.
📍 Website: https://fairyfoxdigital.com/
📸 Instagram: @fairyfoxdigital
👩🏻💻 LinkedIn: https://www.linkedin.com/in/isabelcy/
