In the fast-paced world of digital marketing, creating fresh content every single day is the fastest way to burn out. Repurposing content allows you to take one high-quality idea and adapt it for different platforms, ensuring your message reaches your Brisbane or national audience wherever they hang out online, without tripling your workload.
By working smarter, not harder, you can maintain a consistent online presence, improve your SEO, and reinforce your brand authority across multiple touchpoints.
Prerequisites
Before you start, ensure you have:- One 'pillar' piece of content (e.g., a 1,000-word blog post or a 10-minute video).
- Access to design tools like Canva.
- Accounts on your target social media platforms (Facebook, Instagram, LinkedIn, etc.).
- A basic understanding of your target audience’s preferences.
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Step 1: Identify Your 'Pillar' Content
Start with a high-quality piece of 'pillar' content. This is usually a long-form blog post, a detailed case study, or a recorded webinar. For Australian businesses, this might be a guide on 'How to prepare your home for a Queensland summer' or 'Understanding the latest ATO changes for small business owners'. What you should see: A comprehensive document or video that provides genuine value and covers at least 3-5 distinct sub-topics or tips.Step 2: Audit for 'Evergreen' Potential
Check if the content is evergreen (remains relevant over time) or news-based. Evergreen content is the gold standard for repurposing because you can resharing it months later. If it’s news-based, you’ll need to act fast to repurpose it while the topic is still trending in the Australian market.Step 3: Extract Key 'Golden Nuggets'
Read through your pillar content and highlight 'golden nuggets'—these are punchy quotes, surprising statistics, or actionable tips. Aim to find at least 5-10 individual points that can stand alone without the context of the full article.Step 4: Create a 'Long-to-Short' Video Strategy
If your pillar content is a video, use a tool like CapCut or Adobe Premiere to snip out 30-60 second highlights.- For Instagram Reels/TikTok: Use vertical 9:16 framing.
- For LinkedIn/Facebook: Square 1:1 or vertical 4:5 often performs best.
Step 5: Design Visual Quote Cards
Take those 'golden nuggets' from Step 3 and drop them into a branded template in Canva. Use your brand colours and fonts to ensure consistency. Pro Tip: Include your logo and website URL (e.g., .com.au) subtly at the bottom of the graphic so if it’s shared, the credit leads back to you.Step 6: Turn Statistics into Infographics
If your content contains data or a step-by-step process, turn it into a simple infographic. Australians love bite-sized, visual information. Use icons to represent different points and keep text to a minimum. This performs exceptionally well on Pinterest and LinkedIn.Step 7: Craft a Thread for X (Twitter) or LinkedIn
Break down your blog post into a 'thread'. Start with a hook that identifies a problem, then use each subsequent post to provide one step of the solution. Example: Post 1: "Most Brisbane homeowners make these 3 mistakes with their gutters. 🧵" Post 2: "Mistake #1: Ignoring the leaf build-up before storm season..."Step 8: Adapt for your Email Newsletter
You don’t need to write a new email from scratch. Summarise the pillar content into 3 bullet points and include a clear 'Read More' call-to-action (CTA) that links back to the original blog post on your website. This drives traffic back to your 'home base'.Step 9: Create 'Behind the Scenes' Stories
Use Instagram or Facebook Stories to talk about why you created the content. This adds a personal touch. For example, if you wrote a guide on ABN registration, film a quick 15-second video saying, "I've had so many clients ask about ABNs lately, so I put everything in one guide for you! Link in bio."Step 10: Update and Republish on Medium or LinkedIn Articles
Wait about two weeks after the original post is live on your site (to allow Google to index it first), then republish the content on LinkedIn Articles.Warning: To avoid 'duplicate content' SEO issues, ensure you add a line at the bottom: "This article originally appeared on [Your Website Name]" with a link back to the original.
Step 11: Turn Tips into a 'Carrousel' Post
On Instagram and LinkedIn, carousel posts (swipeable slides) have high engagement. Dedicate one slide to each tip from your pillar content. The final slide should always be a CTA, such as "Save this for later" or "Contact us for a free audit."Step 12: Schedule Your Rollout
Don’t post everything at once. Use a scheduling tool (like Meta Business Suite or Buffer) to spread these pieces out over 4-6 weeks. This ensures your brand stays top-of-mind without annoying your followers with the same message repeatedly on the same day.---
Common Mistakes to Avoid
- Copy-Pasting Everything: Each platform has a different 'vibe'. Don't use 30 hashtags on LinkedIn, and don't be too formal on TikTok.
- Ignoring the Platform Format: Posting a horizontal video on TikTok looks lazy. Always adjust the aspect ratio.
- Forgetting the CTA: Every repurposed piece should have a goal. Do you want a comment, a click, or a share?
- Over-automating: Tools are great, but manually checking your posts ensures the Australian slang or formatting didn't get mangled by the software.
Troubleshooting
- Low Engagement on Repurposed Posts: Try changing the 'Hook' (the first sentence). Often, the content is good, but the introduction didn't grab attention.
- Images Look Blurry: Ensure you are exporting from Canva at '2x' size for high-density screens (Retina displays).
- Running Out of Ideas: Look at your most popular social posts from a year ago. If they worked then, they’ll likely work now with a fresh coat of paint.
Next Steps
Now that you've mastered repurposing, it’s time to look at your analytics. See which format (video, carousel, or text) performed best for your Brisbane business and double down on that style next month.If you need help creating a content strategy that converts, contact the team at Local Marketing Group. We specialise in helping Australian businesses grow their digital footprint through smart, efficient marketing.