Repurposing Content: How to Save Time, Expand Reach, and Grow Your Readership
Turn one piece of writing into many with smart, sustainable content strategies
📋 What Repurposing Content Really Means
Repurposing isn’t just recycling old junk; rather, it’s about transforming a single strong piece of content into different formats so it works harder for you.
🎶 It’s like a songwriter taking one melody and creating different versions: an acoustic track, a remix, a live performance. Each version feels fresh, yet they all share the same foundation, and each brings listeners in a different way.
For authors, this means starting with one “pillar” piece of content, such as a blog post, podcast, or Substack article, and breaking it down into smaller, platform-specific pieces.
💥 Shout-out to my exclusive advertising sponsor, the always-free Booklinker (universal book links—so helpful!), and the paid tool, GeniusLink. I love both💥 (affiliate link).
✍️ Why Repurposing Works for Writers
Saves time: You don’t have to reinvent the wheel for each new post
Boosts visibility: Consistency and multiple formats increase your discoverability.
Meets readers where they are: Some people love newsletters, others scroll Instagram, and others binge podcasts. Repurposing lets you reach all the spaces where readers are and where you like to be. Find that sweet spot.
Allows your content to be displayed across multiple places, enhancing indexing and visibility.
👣 How to Repurpose Your Content (Step by Step)
1. Start With a Core Piece
Pick a “pillar” content type you enjoy most. For example, if you’re comfortable writing posts here or blogging on your own site, that’s your starting point. If you prefer video, post some reels or videos here on Substack.
Start. If you hate it, start again. This process helps you understand your voice. Read this piece from Ditch Life Publishing - really helpful.
2. Break It Into Smaller Pieces
Blog post → multiple Twitter or IG threads (Are you participating in #MondayBlogs? Share your Substacks, blog posts, or videos with that hashtag on Mondays on Twitter or Bluesky. Thousands participate! No book promo. More here.)
Substack essay → LinkedIn carousel or Facebook posts
Podcast episode → short audiograms or quote graphics
Book excerpt → Instagram story series or TikTok script
3. Adjust Format, Don’t Just Copy-Paste
Repurposing is not simply dumping the same exact text everywhere.
Add context. Tighten for social. Expand for newsletters. Add visuals where needed. Adjust hashtags, links, and visuals for each platform. Unsure where or how many hashtags to you? Read this.
This requires consistency and effort. Or consider hiring a consultant like me, or an author assistant who can help you. Email me! BadRedheadMedia@gmail.com.
Social Media And Author Platform: Required Or Not? An Analysis.
As a longtime fan of Jane Friedman’s blog and newsletter, I read her latest article with interest: Author Platform Is Not a Requirement to Sell Your Novel or Children’s Book | Jane Friedman BadRedhead Media, LLC’s All Things Book Marketing! is a reader-supported publication. To receive new posts and support my work, consider becom…
🌲 4. Create Evergreen Assets
Turn content into downloadable guides, checklists, or even short video tips you can reshare every few months. Evergreen means exactly what it says - posts that will stay relevant even as the earth continues to spin.
If you write about new or current events, pick an occasional topic that has a longer shelf life. Mix it up.
Examples of Repurposing in Action
Your blog post on writing about cookies → becomes a Substack deep dive, three Twitter posts with key takeaways, a 30-second Instagram Reel with your voiceover, and a Pinterest pin with a branded graphic.
A podcast interview → gets transcribed into a Substack post or blog article, pulled quotes become Instagram graphics, and one soundbite is turned into a short video for Insta or TikTok.
Book excerpt → used as a Substack teaser, expanded into a blog post, or Medium or Substack post, and later recorded as an audio clip for your newsletter subscribers.
Recommended Tools and Resources
Canva: Easy graphics for social repurposing
GeniusLink: Smart universal book links for sharing content everywhere and learning which content is working and what’s not.
Booklinker: Free universal links (Amazon + Apple Books)
Substack: Core platform that’s indexed by Google, great for long-form pieces.
CoSchedule Headline Analyzer is a free tool that helps you craft titles that capture people's attention. I love this tool.
TLDR;
💡 Work Smarter, Not Harder
Hat tip to Madalyn Sklar! Repurposing content isn’t about being lazy; it’s a strategic approach. You already do the heavy lifting when you write something meaningful, so stretch that effort further by reshaping it for new audiences, platforms, and formats.
This consistency will start showing up in Google indexing and AI searches; about 50 percent of Google searches already have AI summaries, a figure expected to rise to more than 75 percent by 2028, according to trend analysis. (Source: McKinsey)
Final Thoughts
🎵 Think back to the songwriter: one melody, many versions. That’s what repurposing is. Each piece feels fresh, each one reaches new listeners, and together they build a stronger connection than a single track ever could.
Go forth, create, and make word music!
📕 Recommended Reads:
Sheila Sharpe, author of Artist, Lover, Forger, Thief, writes about art theft, and her blog series on art thieves is fascinating.
J. Herman Kleiger writes psychological fiction, and his books are excellent. Whispers: A Tale of Betrayal, Madness, and Revenge is his latest.
Jeff Burgess writes a personal memoir of grit in It Worked For Me: My Life Seizing Opportunity and Building Success. 100% of his royalties go to The Wounded Warrior Project. A worthy purchase.
Andrew D. Kaufman, author of the PEN America finalist The Gambler Wife: A True Story of Love, Risk, and the Woman Who Saved Dostoyevsky, whose book is now being made into a major motion picture!
Mona Andrei, author of Superwoman: A Funny and Reflective Look at Single Motherhood, writes a fantastic blog, and you can also read her here on Substack.
R.A. Ruegg’s The Making of BRIO McPRIDE: The Curious Incident of the Dog in the Night-Time meets Life of Pi, is a multi-award-winning NA/YA novel and the inspiration for two upcoming films!
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Rachel offers great tips for repurposing content to get more bang for your buck with little extra work.
She touches on creating evergreen elements that work throughout the year. To that I'd add, create entire evergreen content from the start. Then it's just a matter of copying with little concern about time or place. That's almost a lost cause this time of year with a lot of source material tied to the holidays, but give it your best shot. You'll be happier in July.
Meanwhile, give Rachel's pointers your full attention.
I really like repurposing video into clips and written content. Also posting on different platforms with a message that matches the platform.