Content Repurposing Guide

Here’s how our new Director of Content Marketing 100x’s our podcast audience. When we were interviewing people for our Director of Content Marketing role at Databox, I had one thing on my criteria list that was non-negotiable. Someone who eats, sleeps, drinks and dreams about processes! As I've written about a million times now, I believe content marketing needs to be multi-format, multi-perspective & multi-channel in order to be effective these days. (Read here to fully grok my argument and framework: https://lnkd.in/ekgYcxEH) To pull off “multi-3x” content consistently and efficiently, I knew we needed a really tight process. We've always prioritized processes on the marketing team at Databox. When John Bonini led all of marketing here at Databox, he nicknamed our process "Content flow" because our process has always involved repurposing content. Before Jeremiah Rizzo moved over to lead our product marketing function, he implemented a solid process for turning podcasts into playbooks and blog posts. But when we hired Ali Orlando Wert for the aforementioned role, I knew we were getting someone who would bring us up a few levels. Here’s what Ali has done to take our podcast repurposing to the next level here at Databox 👇 🎙️ 𝟭 𝗽𝗼𝗱𝗰𝗮𝘀𝘁 𝗿𝗲𝗰𝗼𝗿𝗱𝗶𝗻𝗴 becomes... • 1 video podcast episode on YouTube • 2-3 short video clips (YouTube Shorts + LinkedIn-native video) • 1 long-form newsletter sent to 15k+ subscribers • 1 long-form 𝘗𝘭𝘢𝘺𝘣𝘰𝘰𝘬 blog post (that includes how to do something in our product) • 1 guest blog post on the guest’s website (if willing) • 5-10 social assets (quotes, audiograms, clips, images) • 1 toolkit for the guest to share across their channels    To make this process efficient, she built a CustomGPT that prompts her (and her team) through the full content flow and auto-generates a first draft of the content (to be human edited, of course).  Because we're starting with original thoughts, AI is amazing for repurposing it while keeping that originality. But, the real reason to do all of this: increased reach. By leveraging our podcast across 6+ channels, it gets significantly more reach than the podcast recording alone. Here’s some stats from a recent podcast 👇 • Our podcast-derived content got 𝟭𝟯𝟬𝘅 𝗺𝗼𝗿𝗲 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 than our podcast downloads • My Linkedin posts alone drove 𝟯𝟯𝘅 𝗺𝗼𝗿𝗲  • Our newsletter routinely achieves 𝟱𝟬%+ 𝗼𝗽𝗲𝗻 𝗿𝗮𝘁𝗲𝘀 with thousands of readers All from one conversation. If you’re not doing a podcast because “it’s hard to get reach” on the podcast platform, you’re thinking about it wrong. The podcast is the basis for content across all platforms. You just need to build a 𝘀𝘆𝘀𝘁𝗲𝗺 that 𝘥𝘪𝘴𝘵𝘳𝘪𝘣𝘶𝘵𝘦𝘴 𝘪𝘵. If you need an example, check the comments.

Every fast-moving company pays a silent tax: duplicative work. The faster you move, the easier it is for teams to lose visibility. We’ve felt it at Glean too: two teams unknowingly solving the same problem. The costly part isn’t the obvious overlap (“two people made the same slide”). It’s the hidden duplication that surfaces later and quietly pulls execution apart. Two strategy docs steering the company in different directions. Two analyses reaching opposite conclusions because the teams never saw each other’s work. Two models built on different assumptions that can’t be compared. That’s why I ask Glean Assistant: “What duplicative work is happening right now that nobody has pointed out?” When I asked it today, it didn’t just flag duplication, it proposed fixes (it called it a “remediation plan”). For example, it caught conflicting messaging narratives and suggested converting certain docs to view-only, with a header linking to the source of truth to prevent future duplication. Every organization should be using AI to continuously surface, reconcile, and eliminate duplicative work. In the future, AI shouldn’t wait for a prompt. It should detect duplication before its ripple effects spread—and eventually prevent it by revealing the structural gaps in process, ownership, and communication that let it form in the first place.

Despite posting 1000+ posts for years, we never run out of content ideas for our clients. Not just that, we ensure their content keeps working for them, long after it’s first published. How? Through the powerful strategy of R.E.P.U.R.P.O.S.I.N.G. With this approach, our clients never run out of content ideas or engagement opportunities. Here’s how we make it happen: 📌 Refreshing Older Content: - Every once in a while, we revisit their past posts. - We infuse them with new examples, fresh insights, and updated data. - What seemed like “done and dusted” content suddenly became the centerpiece of their latest post, driving engagement like never before. 📌 Extracting Key Takeaways: - We pull impactful quotes, stats, or takeaways from previous content and give them a fresh spin. - For a client in the personal branding space, this meant turning older highlights into shareable visuals, reels and bite-sized social media posts perfect for grabbing attention. 📌 Turning Comments into Content: -Engagement isn’t just a metric; it’s a goldmine. - We’ve transformed audience questions, feedback, or even popular comments into fresh reels and posts. This not only addresses their audience directly but also creates a cycle of interaction and value. The result? A content ecosystem that feeds itself and boosts brand visibility across channels. For our clients, repurposing means never running out of creative ideas, it’s about ensuring every piece of content adds value and sparks conversations. By breathing new life into their existing assets, we’ve helped them stay top of mind, amplify their reach, and get measurable results without starting from scratch every time. Isn’t it time your content worked harder for you too? #PersonalBranding #Repurposing #LinkedIn 

𝗬𝗼𝘂𝗿 𝗳𝗲𝗲𝗱 𝗶𝘀𝗻’𝘁 𝗯𝗿𝗼𝗸𝗲𝗻. You’re seeing 2–3 week-old posts for a reason. 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗻𝗼𝘄 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘇𝗲𝘀 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 𝗼𝘃𝗲𝗿 𝗿𝗲𝗰𝗲𝗻𝗰𝘆. Evergreen content that solves problems even weeks later gets resurfaced to new audiences. But most creators are missing out. Your content doesn’t have to die after 24 hours. If you’re serious about growing your personal brand, here’s exactly how to leverage this change: 1️⃣ 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗟𝗲𝗮𝗻 𝗘𝘃𝗲𝗿𝗴𝗿𝗲𝗲𝗻 𝗧𝗿𝗮𝗰𝗸𝗲𝗿: Each month, pull your top 3–5 posts from the last 60 days. Focus on frameworks, insights, and real stories. 2️⃣ 𝗥𝗲𝗳𝗿𝗲𝘀𝗵 𝗮𝗻𝗱 𝗥𝗲𝗽𝗼𝘀𝘁: Add new context: “6 weeks later…” or “Revisiting this insight…”. Change your hook. Repost, it’ll hit a fresh audience. 3️⃣ 𝗥𝗲𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗲 𝗪𝗶𝘁𝗵 𝗖𝗼𝗺𝗺𝗲𝗻𝘁𝘀: 1–2 weeks post-publish, drop a thoughtful follow-up comment. Ask a question. Share a reader’s result. This re-triggers reach. 4️⃣ 𝗧𝗿𝗮𝗰𝗸 𝗕𝗲𝘆𝗼𝗻𝗱 𝗗𝗮𝘆 𝗢𝗻𝗲: Watch your analytics for 30 days. Expect delayed peaks after 2–3 weeks. That’s your post getting its “second wind.” 5️⃣ 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗘𝘃𝗲𝗿𝗴𝗿𝗲𝗲𝗻 𝗩𝗮𝗹𝘂𝗲: Prioritize timeless, problem-solving content over trends. Those who ignore this shift will keep chasing new content daily without compounding reach. 𝗜𝗳 𝘆𝗼𝘂’𝗿𝗲 𝗿𝗲𝗮𝗱𝘆 𝘁𝗼 𝗴𝗿𝗼𝘄 𝘀𝗺𝗮𝗿𝘁𝗲𝗿: ✔️ Audit and recycle top posts monthly ✔️ Comment to revive reach ✔️ Focus on solving problems, not chasing likes 𝗦𝘁𝗼𝗽 𝗿𝗲𝘀𝘁𝗮𝗿𝘁𝗶𝗻𝗴. 𝗦𝘁𝗮𝗿𝘁 𝗿𝗲𝗰𝘆𝗰𝗹𝗶𝗻𝗴. Your old content can build your future pipeline, if you let it. 𝗔𝗹𝘀𝗼, 𝗜 𝗮𝗺 𝗼𝗻 𝗮 𝘀𝘁𝗿𝗲𝗮𝗸 𝘁𝗼 𝗽𝘂𝗯𝗹𝗶𝘀𝗵 𝗱𝗮𝗶𝗹𝘆, 𝗮𝗻𝗱 𝘁𝗼𝗱𝗮𝘆 𝗶𝘀 𝗗𝗮𝘆 𝟭𝟴𝟱/𝟯𝟱𝟬. 𝗣.𝗦. 𝗜 𝗵𝗲𝗹𝗽 𝗳𝗶𝗻𝗮𝗻𝗰𝗲 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀, 𝗳𝗼𝘂𝗻𝗱𝗲𝗿𝘀, 𝗖𝗫𝗢𝘀, 𝗮𝗻𝗱 𝗰𝗼𝗮𝗰𝗵𝗲𝘀 𝗴𝗿𝗼𝘄 𝗼𝗻 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝘄𝗶𝘁𝗵 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗰𝗼𝗻𝘁𝗲𝗻𝘁. 𝗗𝗠 𝗺𝗲, 𝗮𝗻𝗱 𝗹𝗲𝘁’𝘀 𝗺𝗮𝗸𝗲 𝗶𝘁 𝗵𝗮𝗽𝗽𝗲𝗻

I asked 195 B2B go-to-market leaders about where they're placing their bets for 2026. The top channel bet: AI discovery aka AEO. Wow, things escalated quickly... One company that got a head start on AEO is Webflow, the website building scaleup. Their stats via VP of growth Josh Grant: 1. 10% of signups now come from AI discovery, growing 4x year-on-year. (This is actual LLM-referred traffic, which likely understates things.) 2. 91% of LLM referrals come from ChatGPT alone. 3. ChatGPT traffic converts at 24% (!), 6x higher than Google. 4. For conversions referred by an LLM, two-in-three convert within 7 days. 3 tactics from Webflow you can apply in the next 24 hours (& one to avoid): Avoid: Add an llms.txt file - The Webflow team tried it. They haven’t seen any significant lift. - The takeaway: focus on content optimizations instead. Tactic 1: Automate content refreshing at scale - AI reshuffles answers constantly. Refresh velocity can be the difference between staying on top and missing out. - Webflow built an AI-driven workflow with AirOps to 5x their refresh frequency. Tactic 2: Turn every webinar into 10 pieces of expert content - Webinars can make great source material. Repurposing makes them fresh, structured, and consistently discoverable by both people and AI. - Webflow automates this by transcribing webinars (AirOps), using LLMs to identify themes & soundbites, generating assets & adding an editorial review. Tactic 3: Automate FAQs and schema content for AI discovery - FAQ sections answer long-tail questions and help LLMs get a more granular understanding of the product. ChatGPT can essentially "borrow" your FAQ answers in their repsonses. - Webflow automates this by scraping what people are asking via Reddit & Google (AirOps), generating new FAQs & answers (GPT-5, Claude), pushing updates into the CMS & then tracking any visibility shifts before/after. --- The full story is out NOW in Growth Unhinged: https://lnkd.in/eXP-gnFN Hope you find it useful 🙏 #aeo #marketing #chatgpt

Your blog post is not a standalone artifact. It’s a starting point. Too many teams hit publish and move on. But one good idea should never live in just one format, on one platform, for one moment. And it's not just about repurposing content over and over again. It's about using repurposing as an opportunity to create depth and consistency across platforms: • A LinkedIn post pulling the main insight • A tweet with the spiciest take • A newsletter blurb with a personal story that ties in • A stat or quote graphic to incorporate in sales decks • A podcast pitch using the angle as your hook • A webinar topic where co-presenters offer their perspective Same idea. Multiple formats. More visibility. More trust. And because the message stays consistent, it doesn’t feel repetitive—it feels intentional. You don’t need more content. You need more *from* your content.

Hey Brussels, can we just stop creating brand-new social media content every single time? Recently, I worked with an organisation in Brussels, and when I suggested repurposing some of their best content (I call it “The greatest hits”), they said: “But… people will notice, we already posted that.” Yep, you did. Most of your audience probably missed it the first time. And even if they saw it, repetition builds recognition. Too many organisations in Brussels are stuck in a loop of constant content creation, rarely pausing to reflect, exhausting resources and burning out their comms teams. You already 𝗵𝗮𝘃𝗲 great content, but you don’t see it that way (yet). Take that podcast you spent weeks producing: - turn it into a newsletter - thread key insights on X - write an SEO-friendly recap - clip soundbites for short videos - quote highlights in standalone posts - build a carousel for Instagram or LinkedIn. You’ve already invested your energy, time, and money in making something meaningful; now let it work for you. Try it next time and tell me how it goes. (And guess what: this post is repurposed, too! Same message, more story, still valuable.)

Every founder obsesses over product-market fit. Almost nobody asks if they have founder-market fit first. The biggest risk in startups: chasing a problem you don’t actually care about solving. Brian Balfour, former VP of Growth at HubSpot, created the four fits framework: Market-Product, Product-Channel, Channel-Model, Model-Market. Everyone optimizes for those four (and they should). But what often gets overlooked is whether they should be solving the problem in the first place. When we started Gamma, the problem was personal frustration with incumbent presentation tools. All of us spent more time formatting ideas for PowerPoint than sharpening them. This direct frustration is why we built for clarity instead of decoration. Writing first, design second. "Founder-market fit" is your personal truth overlapping with the market's unmet need. When your lived story aligns with the market's pain, everything downstream compounds. Storytelling. Recruiting. Fundraising. All of it gets easier because it is true. Try this: 1. Write Your Founding Moment Write one paragraph about the problem you first felt. Strip away jargon until it reads like a diary entry. Not "we identified friction in the collaboration workflow." Instead: "I watched my team waste three hours reformatting a deck instead of improving the argument." 2. Map Your Story to Their Story Draw two columns. Left: your pain points. Right: your users' pain points. Where they overlap is your founder-market fit zone. Where they diverge, narrow your market or change your story. When they overlap, your pitch becomes proof instead of persuasion. 3. Test Your Narrative in Conversation Book five calls with users or prospects this week. Tell your founding story in 90 seconds. Then ask: "Does any of that sound familiar?" Can they retell why you started and see themselves in it? If not, adjust. The most enduring companies are built at the intersection of a founder's history and a customer's need.

When I tell early stage founders that they need to start creating content at least weekly, they usually look scared. To them, content means hours per day of writing long-form analysis, filming high production value videos, starting a podcast and responding to every topic that's trending. Here's the thing... every post doesn't have to be your manifesto, or a data-driven long-form story. You're not a professional content creator -- you're a CEO! But you shouldn't go silent after you emerge from stealth or you risk squandering the momentum you've just created. The "Hero, Hub, Hygiene" content structure pioneered by YouTube is useful for content far beyond video and simple to understand. Your big, anthem stories are your 'Hero' content. They can appear in any form. Video is big, but it can be a written manifesto, high-value podcast hosted by you... however you feel confident you can make something powerful that shares your key messages. Hero content requires a lot of effort but it's infrequent. 'Hub' content is often repeatable. Aim for a little bit higher frequency here, but it doesn't have to be constant. Some ideas: - Podcast with the smartest thinkers in your space - Quarterly report using unique data your company has access to - Deeper case studies with your customers (try to make these less formulaic!) - Major product news, and be sure to include WHY you've built this feature 'Hygiene' content for companies in the YouTube definition largely answers product questions and is designed for search. I've altered the definition a bit for founders. Share your ephemeral insights and updates, and don't overthink it. The shelf life is shorter. Some ideas: - A quick insight you heard from a customer on a recent call - Recap an event you attended with clear takeaways for your audience - Showcase a recent problem your team solved and praise their success - Open roles you're hiring for Choose the formats you're most comfortable in. Are you a writer? More of a yapper? Do you like to interview others, or do the talking yourself? Remember to engage on your content, even if the comments aren't 100% positive. Critique is part of the game and it's a sign that you're resonating. Some reaction is better than silence, but it starts slowly. The key is just to try things at first until you find things that work for you AND drive conversation with your target markets (customers, employees, investors, etc. - depending on what your goals are). In short: Content doesn't have to be a grind. Spend 30 mins per week on it and see how it goes.

There is absolutely NO REFUTING it - after countless audits I see the same things OVER and OVER again. Google's INDEXING policies seem to shift across general core updates - this being that sites (especially larger ones) have a harder time sustaining a healthy index. Sites don't lose half a million pages over night, AHREFS reports on page declines based on their availability during scrape/crawls. Whilst this data isn't overly accurate - it's as close as you can get with third party data. Google is making a CONCERTED EFFORT to index less - and it makes sense. Every page crawled has a carbon footprint associated with it Every piece of data stored has a carbon footprint What is the point in storing content that will never be served or is highly unlikely to be served? What is the point in storing content if there are 10 million other iterations of the same thing already indexed? This is why SO MANY suffer more and more indexing issues now - in the past indexing issues would be more likely to be as a result of a technical issue - but now a majority of it is simply down to content not being of perceived value. I've observed a LOT of indexing data, crawl data, Googlebot requests - I saw firsthand Google suddenly drop pages where the impression counts were low / next to nothing. Google would also drop valid pages - especially product pages where the descriptions were recycled on hundreds of other sites. Power tips: (Please check your URLS for clicks from other sources in GA4 before doing it) ✅ Cull off old content that has no clicks, less than 100 impressions where the page has 12+ months of data ✅ Stop hoarding old articles from 3, 5, 10 years ago - bin em unless the topic still has search demand - in which case a full revamp is usually required (change the URL also) ✅ Ensure ALL URLS on the domain has no less than 5 unique internal links + ✅ Minimise shared content - using product descriptions supplied by the manufacturer? Add new content UGC or rewrite what you've been given ✅Try to add NEW VALUE to content - something that sets your content apart - your TITLE and description should try to include something around this, stand out! ⚠If you are having to TRY and get Google to index your content by pushing over indexing API ask yourself why........ ⚠If you experience more and more non indexed content - it can be triggered post any GENERAL core update, don't chase getting things reindexed, instead, clean up your pre-existing content, reduce index size, improve internal linking and wait for another core update Keep the principle in your mind: Google doesn't need to index 10,000,000 lemon cake recipes. Google doesn't need to serve 1000 lemon cake recipes. If you compared your iteration of a lemon cake recipe to what exists in the SERP would yours stand out or offering something new and of value? Did you use AI to write your content? if so, it likely shares too many things in common with the other people who did the same thing #seo