Benefits of Content Recycling

Lack of content is not usually the problem.  Most B2Bs have loads of content.  (1712 pieces in the case of one of my recent clients). You probably have YEARS of blog posts, solution briefs, pitch decks, ebooks, whitepapers, and on and on. Yet many companies have writers (or AI) churning out ever more content.  Stop this.  ✋ Get the old stuff out, dust it off, update it, chop it up, and use it over and over. Top benefits of content repurposing: • 10x multiplier on ROI • Stop struggling for content ideas • Takes less time to repurpose than to start new • Extend your content lifespan • Reach a broader audience • Make your message stick (reputation = repetition) How to get started? Audit your content. If you want to get started on a repurposing plan, check out my template for conducting a content audit. For content marketing tactics, hit my bell. 🔔 I post practical stuff here 6ish times a week.

⭐️ Why your brand should repurpose social content alongside net-new posts. If you work in social, you know the content calendar never sleeps. New posts, new campaigns, new formats. Of course, you need fresh content to keep audiences engaged and communities growing. But there’s also many great reasons to recycle the greatest hits to drive more performance. Let's break it down ⬇️ (1) AUDIENCE NEVER SAW IT THE FIRST TIME 👀 Here’s the truth: even your best-performing posts rarely reach all your followers. And the better a post does, the more it’s shown to non-followers. Reposting content that did well just gives it another chance to be seen by people that never saw it the first time. (2) GOOD CONTENT AGES WELL 🍷 If a post answered a question, solved a problem, or made people laugh once… it’ll do it again. Think of it like a song on repeat, people don’t complain when it’s good. If they liked it the first time, they’ll like it again. (3) BROADENS RESOURCES 📅 Instead of stressing over how to fill the content calendar with new posts, use your greatest hits to supplement. This can free up budget and time to create better content, allow you to invest more in boosting top posts, or put that toward community engagement activities. (4) STRONGER STRATEGY 📈 By repurposing, you can test variations: different hooks, formats, or platforms. You’ll learn more about what resonates and squeeze extra value out of your best ideas. 👉 So, if you’re managing a brand account, look back at your top performers from the past year. Chances are, at least a handful deserve a second (or third) run.

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

Repurposing content ♻️ - the best way to overcome the content marketing overwhelm. Starting with content marketing can be an intimidating venture. The fear of not having enough ideas, running out of content, or simply not knowing where to begin is common – even for ‘old hands’ like me. However, these fears can be significantly alleviated by leveraging a powerful yet often overlooked strategy. Repurposing content allows you to maximise the material you already have, reducing the pressure to constantly create new content from scratch and ensuring your marketing efforts are both efficient and effective – and, more importantly, CONSISTENT. 💪 The power of repurposing At its core, content repurposing is about taking existing content and adapting and reformatting it for use in different mediums or for different audiences. This strategy not only breathes new life into old content but also broadens your reach and enhances your ROI. For instance, a well-performing blog post can be transformed into a series of social media posts, an infographic, a video, or even a short audio clip. This method is not just about recycling content but rather about creatively reimagining it in ways that resonate with varied segments of your audience. 💡 Addressing the fear of not having enough ideas The thought of having to constantly come up with fresh, innovative topics can be overwhelming. However, repurposing content alleviates this fear by allowing you to tap into the potential of the content you’ve already created. This approach ensures that the time and effort invested in creating the original content continue to pay off, while also reducing the need to constantly generate new ideas. Overcoming the fear of time constraints Many people assume that successful content marketing requires a constant stream of new material, leading to the belief that they simply don’t have the time to keep up. However, by repurposing existing content, you can maintain a consistent (that word again) presence without the constant grind of content creation. For instance, a single well-researched article can be repurposed into various formats, such as short LinkedIn posts, Instagram stories, email marketing or printed assets. Each format requires minimal additional effort but significantly extends the lifespan and reach of the original content. Content marketing doesn’t have to be a frightening phrase. By embracing the strategy of repurposing, and just starting, you can overcome the fears associated with it. This approach not only maximises the value of your existing content but also provides a sustainable way to maintain a consistent and impactful content marketing presence. So, take a deep breath, carve out some time to look at the content you’ve already created, and start repurposing it into new and engaging formats that will resonate with your audience across multiple platforms. You know where I am, if you would like to discuss any support. Fly my content repurposers! 🦅

Their email list was dying, so we tried something radical: we STOPPED creating new content every week. Stop writing brand new newsletters every week. I discovered that recycling 50% of our newsletter content actually INCREASED engagement. (And cut our workload in half) It's called the "Immortal Newsletter" strategy: 50% is timeless, high-performing content on rotation 50% is fresh, trending insights Evergreen + ephemeral The benefits? + Zero subscriber complaints about "repeat" content + 2x faster to produce + Higher open rates than our previous "100% fresh" approach The secret? Most subscribers don't read every single newsletter. So they're actually missing your best content. I was skeptical too. But after 3 months of testing with a Growth Sprints client (and doing it myself for 2+ years), I can't believe more companies aren't doing this. Get off the checkbox marketing treadmill, stop writing brand new newsletters every week and start driving impact. PS - I'm thinking of sharing the exact system we use to select which content to recycle and how we rotate it (for free, no engagement ransom required). Would you want that?

Don’t repost your posts. Reuse them. There is a difference. If you keep creating new content while your best ideas gather dust, you’re wasting good thinking. Here are 3 reasons I keep reusing my content. 1. Most people never saw it the first time. If LinkedIn has been treating your posts anything like mine lately, only a fraction of your network sees each post. Imagine spending hours writing something valuable only for most of your audience to never come across it. Now, before someone says, “That’s why I repost the same post every two hours,” hear me out. I’ve turned on notifications for creators before, only for my phone to buzz all day because they’d reposted the exact same post… again… and again… and again. I’m not saying it’s wrong. I just think there’s a better way. Don’t recycle the post. Recycle the idea. Tell the same story differently. Use a different example. Lead with a different hook. Give people a reason to stop scrolling again. 2. LinkedIn isn’t built for discovery. Nobody is visiting your profile and scrolling through six months of content looking for your best insights. Let’s be honest. Even you wouldn’t do that. Your best post from last year might as well not exist. Reusing it gives that idea another opportunity to reach people who would have completely missed it. 3. Repetition builds brands. People rarely remember a single post. They remember the ideas you refuse to stop talking about. That’s how positioning works. The more consistently you communicate the same belief from different perspectives, the more people begin to associate you with that idea. Don’t chase new topics every week. Own one. Then say it in a hundred different ways. I’m not asking you to repost your old content. (Whispers: I do😂) I’m asking you to give your best ideas more than one life. There’s a difference. Yours Seriously, The Guy with the MAdt ideas