4 Ways to Repurpose Your Own Content

Being an online creator is hard. After all, how many original thoughts can you have in one day??

The message from top creators is clear: show up, be consistent, provide value. It can be overwhelming — especially as you’re juggling multiple social profiles. It’s also a necessary part of gaining a following.

But there’s no Law of the Internet that says you have to come up with unique content for each platform. Instead, you can take one idea and tweak it for different audiences.

I’m going to walk you through, step-by-step, how content for my main platforms (Medium, LinkedIn, and Twitter) are repurposed. I turn 4 original ideas into 11 pieces of content, at least.

If you get into a groove with repurposing, you’ll be able to increase your presence across multiple platforms without a lot of extra energy.

1) Repurposing articles you write

Longform articles have the most opportunity for content repurposing. You’ve already done research and organized the ideas, so why not break those ideas down into bite-sized chunks for different platforms?

For each article, you can create:

• 2 LinkedIn posts
• 1 tweet per H2
• 1 twitter thread

LinkedIn posts will depend on your style. You might be able to squeeze more out of your articles, depending on if you typically write long or short posts (or both!).

Take the main concepts from your article and turn it into something “work-related” (since LinkedIn is still overwhelmingly a professional platform). Even if your article wasn’t about work directly, find ways to apply it to work, careers, or life skills.

Tweets are low-hanging fruit. You should create at least one tweet per H2, and might be able to pull lines directly from your article.

Twitter threads are often the bane of creators because they require more effort, with no guarantee that they’ll resonate. But your article is structured perfectly for a tweet: the main idea from each H2 becomes a new tweet in your thread. Write a killer hook and you’re good to go.

Any longform article format will work: Medium, Substack, a blog, etc. Heck, I’ve even repurposed client work in this way, taking the ideas and turning them into my own social posts (with a lot of editing so they don’t resemble the client’s deliverable).

2) Repurposing LinkedIn posts

Let’s say one of your LinkedIn posts comes from an article you wrote. Great! But you should aim for at least 2–3 posts per week and work your way up to daily posts. LinkedIn is a Great Multiplier: more posts increase your reach, a lot.

For each new LinkedIn post, you can create:

• 2 short tweets
• 1 article

This assumes that your LinkedIn posts are a medium to long-ish length. If they’re already short, then they might end up as only 1 tweet. In that case — if punchy enough — you might cross-post to Twitter without changing the text at all.

But let’s say you type up a longer LinkedIn post sharing an experience or insight. Break that down into a few tweets.

You can also expand the idea in a new article on Medium or elsewhere. The LinkedIn post might be your intro and the H2s are your advice, steps to follow, or process.

3) Repurposing your tweets

You might wonder how something so short can get repurposed on other platforms. You’ll definitely have to do some more tweaking, but don’t let the idea go to waste — especially if the tweet is getting some traction.

For each tweet, you can create:

• 1 LinkedIn post (with a screenshot)
• 1 LinkedIn longer post

You’ve probably seen people post their tweets as LinkedIn screenshots. The visual element certainly makes the LinkedIn post stand out more than straight text for a short post. Twinsta will do this for you: you only need to paste the URL of the tweet.

Twinsta will capture the date and timestamp of your tweet in the screenshot. If this bothers you, you can create an image in Canva instead — but it will be a lot more work.

You can also start with the tweet and turn it into a longer LinkedIn post. The tweet becomes your hook, and then follow up with a few sentences of explanation. Or ask a question, like “Have you ever experienced something like this? Let me know in the comments.” Asking questions is an excellent way to increase engagement.

And if you’re in need of tweet inspiration, turn to your own comments on LinkedIn, replies on Twitter, and even your highlights on Medium.

4) Repurposing your threads

Don’t let your time spent creating Twitter threads go to waste. They’re a lot of work!

For each thread, you can create:

• 1 LinkedIn carousel
• 1 article

To create LinkedIn carousels, you can use Canva and create a visual post. Search for Instagram carousels because they’re the perfect size for a LinkedIn carousel. Make sure that the carousel matches your brand (colors, fonts, etc) or make adjustments.

You can also save the tweets directly to a carousel (like screenshots) using Taplio. Whatever you choose, make sure to save your carousel as a PDF for the best scrolling experience on LinkedIn.

If your thread hasn’t already been repurposed from an article you’ve written, you can operate in reverse. Turn your thread into an article, creating an H2 for each tweet in the thread. Round out each tweet with a few hundred words and you will easily have a longform post to share on Medium, Substack, or your blog.

Increase your output over time

Start content repurposing next week. You’re going to write and publish four things:

1. Article
2. LinkedIn post
3. Tweet
4. Thread

(You may produce a lot more, but start small if you don’t have a good content process in place yet).

The following week, you’re going to do the following:

1. Everything from Week 1
2. Plus everything in the four steps in this article

If that feels like too much, try doing half of the steps in Week 2 and the other half in Week 3. But your net new published content in Week 2 will match Week 1.

In Week 3, you’re going to start seeing the fruits of your labor. You’ll have four net new pieces of content, plus the repurposed content from Week 1. You will have far more posts in Week 3, and the content will keep multiplying. You’ll have more opportunities to engage with your audience.

If something feels like a low lift, do more of that. Write two threads per week instead of one, following the same repurposing steps.

And repeat.

Fun side note: this article is repurposed from a carousel I shared on LinkedIn.

For tips on planning your time and content across multiple platforms, check out my free eBook.