Content Repurposing Guide

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

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 

Most publishers treat podcast transcripts like finished content. They’re not— and it’s costing you. Repurposing raw transcripts into “shoppable articles,” email drips, or member Q&As may seem efficient, but it’s lazy content. Transcripts are raw material, not strategy. Without transformation, the result is: ✅ Rambling, unfocused content ✅ Poor SEO + low engagement ✅ Weak conversion performance ✅ Member features that feel anything but premium. Repurposing Done Right = ROI Amplified Smart publishers don’t just reformat content; they transform insights for each channel. → Shoppable Articles  Don’t just embed links. Build around the product discussion. Add comparisons, specs, reviews, expert POVs — and optimise for search intent. E.g. SmartCompany could create “Founder Picks: Productivity Tools” as evergreen affiliate content from SaaS interviews. → Email Courses  Don’t copy-paste transcripts. Turn a single episode theme into a structured journey with tips, templates, and outcomes. E.g. AFR could turn a finance podcast into a gated “First Homebuyer Email Bootcamp.” → Member Q&As  Never post raw. Edit for clarity and flow. Add commentary, bonus data, or a short video follow-up. E.g. Crikey could turn political interviews into “insight editions” with charts + analysis. → Sales Enablement Assets Don’t overlook internal value. Repurpose transcripts into one-pagers, objection-handling guides, or talking point decks. E.g. A B2B publisher like Which-50 Media could arm sales with highlights from expert interviews to spark client conversations. 5 Rules for High-ROI Repurposing: 1. Transcripts ≠ content — they’re raw insight, not final form 2. Each format needs value adds — not just reformatting 3. Structure is everything — clarity, intent, scannability 4. Optimise per channel — SEO, email, member, sales 5. Respect your audience — don’t waste their time or trust Stop republishing noise. Start building channel-native content that compounds value across editorial, audience, and revenue teams. What’s your most effective podcast content repurposing tactic? Share it below. #PodcastROI #ContentRepurposing #DigitalPublishing #AudienceEngagement #ContentStrategy #SalesEnablement #PublisherSEO

“1 long-form content piece can be repurposed to every other platform” is the biggest scam in content marketing. Let’s look at the stats - in the last 90 days, we generated: • 21,496 YouTube views • 801,622 LinkedIn impressions • 799 newsletter subscribers (Which resulted in 110 meetings with potential clients.) Now, these are not even close to “viral numbers”. But getting these results still took a bunch of work from a bunch of content strategists who understand their respective platforms. Social media gurus will tell you this is possible by recording 1 video and letting an AI tool turn it into content for 5 different platforms. This is far from reality. Here’s a tactical breakdown of what it takes to manage each platform today: 1. 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 My LinkedIn profile is responsible for the majority of our new business. Naturally, most effort goes here. Every week, I sit down with my content strategist Max for a 1h content call. Out of the transcript, he extracts snippets and turns them into 5 standalone posts. You COULD call this repurposing, but it’s not random. Max knows exactly which questions to ask and how to package the info into a post that works on LinkedIn. ____ 2. 𝗬𝗼𝘂𝘁𝘂𝗯𝗲 This is our “irrational” bet. We believe the future of marketing is raw, authentic documentation. In our Youtube vlogs, we do exactly that. I film my day-to-day, then our dedicated YouTube manager Tim takes those snippets and turns them into one vlog per week. He knows exactly how to create the storyline and edit the vlog so it perfectly showcases our vibe. ____ 3. 𝗡𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 Our way of providing more value beyond LinkedIn and growing our email list. Same thing here: It’s not as simple as taking 1-2 LinkedIn posts and calling it a newsletter. While we do repurpose some LinkedIn content, we have 1 person dedicated to combining the right info into the proper format, creating visuals and adding other info as part of ongoing newsletter formats (e.g.: our “Content Founder of the Week”) ____ 4. 𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺 We recently added this because we saw how many people following us from YouTube also have Instagram. We tried AI clippers in the past to turn YouTube videos into Instagram reels - it didn't perform well. So we brought on Joaquin full-time to focus exclusively on Instagram. He turns existing video content into standalone reels with their own storylines. Each piece works independently. ____ Each platform has different nuances. It's not as simple as repurposing, it's (re) packaging content contextual to the best practices  and nuances of each channel We are betting on talent that can master each platform We are betting on the content strategist. - What do you think? I have a beginners mind :)

That webinar you ran six months ago? It’s not just a webinar—it’s marketing gold waiting to be mined. Here’s the magic of content repurposing: one great piece of content can live on across platforms, formats, and audiences. That webinar could become: ✅ A blog post highlighting the key takeaways ✅ A LinkedIn carousel breaking down your insights ✅ A short video for Instagram or TikTok ✅ A thread on X, sharing actionable ideas ✅ A case study to build credibility You’re sitting on a treasure trove of content opportunities, but it takes a strategic mindset to see the potential and make it work for you. Repurposing isn’t just about squeezing more out of your work—it’s about meeting your audience where they are with content that resonates in the format they prefer. Here’s how to get started: 1. Audit your existing content. Look for webinars, whitepapers, or even old posts with untapped potential. 2. Slice and dice the content into digestible formats tailored for each platform. 3. Add value—adapt, don’t copy-paste. Make each piece stand out by speaking directly to the platform’s audience. Need more ideas or a process for repurposing? Let’s talk — Foundation Marketing will help you see that your next great piece of content might already exist—it just needs a little transformation. #ContentMarketing

One of the smartest things you can do for your marketing and business development is to stop treating your content as one-and-done and to start repurposing it. If you’ve invested time in creating something valuable you’re leaving opportunities on the table if you only use it once. Repurposing is how you extend its reach, reinforce your expertise and make the most of the work you’ve already done. Here are smarter ways to repurpose content: ✔️Slice long-form content into micro-content. Take a 1500-word article and pull out 5 to 7 strong ideas that each become their own social media post. ✔️Change the medium. Turn a webinar recording into a short video series or an article into a carousel or infographic. Different formats reach different learners. ✔️Build a theme series. Link several related posts into a weekly or monthly series that keeps you top of mind and positions you as the go-to on that topic. ✔️Reshare with a twist. Post the same piece again but change the lead-in. Frame it around a question, a new trend or a current event. ✔️Create evergreen libraries. Pull your best performing posts together into toolkits, guides or resource pages to which you can point clients and prospects (this is a great way to check in with contacts and provide value). ✔️Elevate key quotes. Use a statistic, case study or strong line from a piece as a standalone graphic or thought leadership snippet. ✔️Cross-pollinate channels. Adapt content from LinkedIn for your email newsletter, your blog or speaking notes for panels and client meetings. Most people in your network won’t see your content the first time for a variety of reasons. Repurposing it ensures your message travels further, reaches more of the right people and reinforces for what you want to be known while enabling you to be more efficient and effective. Let me know what you think of content repurposing in the comments below and follow me for more tips! #contentmarketing #legalmarketing #contenttips

I’ve built and led sales teams from scratch. And there’s ONE channel I see revenue leak over and over again... (and it’s not that £50k event you spent scanning badges at a stand…) It's here.. Yep.. surprise surprise it's LinkedIn. Every team I look at, it’s the same pattern. Strong outbound. Decent process. But then you open the team on LinkedIn… and there’s no surface area. The problem is your outbound is a single touchpoint. Your LinkedIn presence is the environment that touchpoint lands in. And most teams optimise the first and ignore the second. If you want this to actually move pipeline, it needs to be treated like part of sales execution: 1. Stop thinking “posting”. Start thinking “account exposure” Your reps shouldn’t just post into the void, they should be visible around the accounts they’re targeting. That means: • commenting on ICP posts consistently • engaging before outreach (not after) • showing up in the same feed as their prospects You’re building recognition before you ever send a message. 2. Tie content directly to live deals Most content is generic because it’s disconnected from reality. Your best content is already in your pipeline: • objections that keep coming up • questions prospects ask on calls • where deals get stuck f it’s happening 5+ times in conversations, it should exist on LinkedIn. 3. Build “minimum viable profiles” across the team You don’t need creators, you need profiles that answer, fast: • what do you understand? • who do you help? • how do you think? Recent activity matters more than old experience. If someone lands on the profile and sees nothing recent, you’re back to zero. 4. Align posting with outbound waves Most teams treat these separately. Better approach: • rep warms up a segment (engagement + content) • then outreach starts • then content reinforces during follow-ups You’re not relying on a single moment anymore. 5. Don’t isolate this to SDRs Here is the BIG mistake. Your AE gets checked before the call, your manager gets checked mid-deal, if visibility drops at any stage, trust drops with it. This needs to be across the WHOLE sales chain. 6. Measure leading indicators differently You won’t see this purely in “likes”. Look at: • connection acceptance rates • reply rates by rep • speed to first response • profile views from target accounts • conversion rate • and of course inbounds (yes DO add UTM links on each sales rep profile) 7. Prioritise comments over posts early on Everyone focuses on posting. But comments: • get you in front of the right people faster • attach you to existing conversations • build recognition without needing distribution Most teams are still trying to win inside the sequence. The edge right now sits outside of it. If your team has no presence on LinkedIn, every outbound starts from zero. If they’re visible in the right places, outbound becomes a conversion layer, not just an entry point. That’s where the difference is 👌🏼

"We want to scale our content efforts." "But we don’t want to write about anything under the sun." I’m happy hearing both these sentences because: - scaling doesn’t always mean writing new content on endless topics  - not writing about topics irrelevant to you shows your focus on quality > quantity So what should you do next? The only way to win on search is to remain consistent. And this is where I like to rely on the following: 👉 Pillar-cluster approach If you have your pillars identified and created, it’s time to build out a mind-map to understand how you can break it down further to focus on specific parts of the broader query. For example, an ultimate guide to email marketing can be broken into individual pieces on welcome, follow-up, cart recovery, promotional, etc emails. Each one of them can further be branched into best practices, examples, case studies, mistakes. The reason most companies feel stuck around content ideas is that they forget readers consume information in different ways. Your guide may be the most comprehensive resource, but if someone is looking for an example alone, they’re the least likely to read it. Think HubSpot - their content engine runs consistently because they’ve mind-mapped their way to a strategy that ensures easy and relevant scaling. 👉 Content repurposing Look into what you have and wear your creative hat because it’s time to make some magic: - long form blogs into shorter posts  - blogs into videos  - blogs/ surveys into infographics  - create an ebook  - turn a series of blogs into a masterclass  - extract thought leadership quotes - create a podcast episode/ or turn it into an audio post  - update your old content (requires more than just swapping out the year)  - blog to newsletter  - newsletter to social posts …you get the drift. 👉 Expert interviews Another way I love adding in an element of ‘new’ to a strategy is to create an interview series. Be it interviews with your existing team members, clients/ customers or industry experts, this content type is authentic every time. And if you start with the right format - say, a video, you kickstart a whole chain of repurposing which doubles your content efforts. Even if you’re focusing on relevancy and authority, there are always ways to scale your content efforts. If HubSpot, Semrush, Klaviyo, Hootsuite and others stopped at the very basics, they wouldn’t have been household names now. What are your tips to scale content efforts without losing focus on relevancy? #contentmarketing #b2bmarketing #contentmarketingstrategy #b2bsaas #seo

Here's how I’d Start LinkedIn from Scratch... I wouldn’t grind out content manually. AI tools helped a TON. I’ve learned a lot about leveraging tools, strategies, and, most importantly, AI to streamline growth and make a real impact. Here’s exactly how I’d approach it if I were starting from scratch: 1. 𝐋𝐞𝐭 𝐀𝐈 𝐇𝐚𝐧𝐝𝐥𝐞 𝐃𝐫𝐚𝐟𝐭 𝐖𝐫𝐢𝐭𝐢𝐧𝐠 The first hurdle when starting on LinkedIn is figuring out 𝘸𝘩𝘢𝘵 𝘵𝘰 𝘱𝘰𝘴𝘵. I’d use AI tools like 𝐒𝐮𝐩𝐞𝐫𝐠𝐫𝐨𝐰 or 𝐂𝐡𝐚𝐭𝐆𝐏𝐓 to draft content. They are great for: -> Repurpose ideas from other platforms or old blog posts. -> Generate fresh ideas when creativity runs dry. 2. 𝐌𝐚𝐬𝐭𝐞𝐫 𝐂𝐚𝐫𝐨𝐮𝐬𝐞𝐥𝐬 𝐰𝐢𝐭𝐡 𝐀𝐈 LinkedIn carousels are gold for engagement, especially for bite-sized tutorials or step-by-step guides. -> Use 𝐂𝐡𝐚𝐭𝐆𝐏𝐓 to brainstorm carousel content. -> Use 𝐂𝐚𝐧𝐯𝐚 to design visuals. 3. 𝐔𝐬𝐞 𝐀𝐈 𝐟𝐨𝐫 𝐋𝐞𝐚𝐝 𝐌𝐚𝐠𝐧𝐞𝐭𝐬 𝐭𝐨 𝐆𝐫𝐨𝐰 𝐅𝐨𝐥𝐥𝐨𝐰𝐞𝐫𝐬 A 𝘭𝘦𝘢𝘥 𝘮𝘢𝘨𝘯𝘦𝘵 is a valuable resource (e.g., an eBook, checklist, or guide) offered in exchange for something—like a newsletter signup. For rapid follower growth, creating lead magnets is a game changer. Use AI to generate high-quality, in-demand resources that your audience can’t resist. I’ve seen lead magnets increase my follower count by thousands in weeks. If you’re new, this strategy alone could grow your audience 10x faster. 4. 𝐀𝐝𝐝 𝐀𝐈 𝐒𝐮𝐛𝐭𝐢𝐭𝐥𝐞𝐬 𝐭𝐨 𝐕𝐢𝐝𝐞𝐨𝐬 Video content is underused on LinkedIn but super powerful. I’d create short videos and use tools like 𝐕𝐄𝐄𝐃 or 𝐊𝐚𝐩𝐰𝐢𝐧𝐠 to auto-generate subtitles. Why? Most people scroll LinkedIn on 𝘴𝘪𝘭𝘦𝘯𝘵 𝘮𝘰𝘥𝘦 at work. Subtitles keep them hooked. Videos connect more personally with your audience. 5. 𝐑𝐞𝐩𝐮𝐫𝐩𝐨𝐬𝐞 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐰𝐢𝐭𝐡 𝐀𝐈 Starting fresh can feel overwhelming, but you don’t have to reinvent the wheel every day. I’d lean on AI to repurpose my best-performing content. -> Save old posts in tools like 𝐒𝐮𝐩𝐞𝐫𝐠𝐫𝐨𝐰. -> Use AI templates to tweak and repost them . This trick ensures you maximize reach since 70% of your audience likely missed the post the first time around. ---- If I had to start over, I wouldn’t try to do everything manually. AI is my ultimate shortcut I've saved SO much time, it's insane. The LinkedIn game is about working 𝘴𝘮𝘢𝘳𝘵, not hard. Now, get out there, experiment, and let AI be your secret growth weapon. Let me know what you think! Need help creating carousels, lead magnets, or repurposed posts? Drop me a message—I’m here to help. 📌 Want more? Sub to my newsletter: thejuicer.io/subscribe

If you’re only using webinars as a single piece of on-demand content, you’re missing a huge opportunity. Here’s a step-by-step breakdown of my workflow using Descript to turn a 1-hour webinar into 10-20 short-form clips: 1. Set Up Dual Recordings - Use Zoom for the main webinar, but record yourself separately in Descript. - Why? Zoom’s resolution isn’t ideal, and I like to have a clean, high-quality video of the speaker alone for repurposing. 2. AI-Powered Cleanup - Descript’s AI Underlord is a game-changer: - Remove Filler Words: Automatically delete all the “ums,” “uhs,” and awkward pauses. - Shorten Word Gaps: Set the AI to trim silences longer than 0.25 seconds for faster pacing (perfect for short-form content). 3. Generate Video Clips with AI - In Descript, create vertical video templates with captions, branding, and background music. - Tell the AI how many clips you want and what topics to focus on (keywords like "storytelling" or "examples"). - Preview, tweak, or discard clips as needed. (lots of platforms offer this, but I've yet to find one as easy as Descript even for non-video editors) 4. Bulk Export - Export your selected clips in one go, saving hours of manual editing and uploading time. - This workflow consistently produces high-engagement clips without the typical editing time--and I love that I can do it in a tool like Descript that offers a lot more than a single-function clip creating software. How do you currently repurpose your webinars? What’s working (or not) for you? Would love to swap notes. #B2B #marketing #contentmarketing #video #webinar (btw...I recorded & edited THIS video in Descript too, fwiw)