The Content Repurposing Experiment: Was it Worth it?

Two weeks ago, we published a blog post about content repurposing. After all, many successful people advocate it, right? And given the effort vs reward ratio, it makes sense, right?

While we have done some repurposing from time to time, we decided to do it more efficiently, and explore the full extent of its potential…

As we started creating and scheduling, the true scope of the potential of repurposing a blog post became apparent.

It is noteworthy that we don’t work on a wide selection of platforms – we run our two personal Linkedin accounts, a Facebook page, a Facebook group, and a Youtube channel. On top of that, we have a few lesser known communities we distribute content to, mostly focused around small business owners.

For the sake of simplicity, we won’t even take those into account, simply because they might not work for every one.

We limited our math to the potential around Youtube, Facebook, Linkedin, and Podbean (a podcasting platform).

The effort versus reward math of content repurposing:

Step 1: We updated an old blog post.

We went searching for a suitable blog post, and updated it. You can Click Here to see the updated post. Originally, it was a question about marketing strategy for 2024. We updated it, and added some more, relevant content, to bring it in line for 2026.

We updated the post graphics and open graph pic for it too, and re-published it at a date set a few days ago.

The blog post is shared to 4 destinations.

Step 2: We converted it to audio.

Using an AI text to speech tool which we purchased more than a year ago, we converted the blog post into a podcast audio track.

Then we uploaded it to PodBean, a free podcasting platform.

The podcast track is also shared to 4 destinations.

Step 3: We created 4 short video clips.

We took the 4 main points from the blog post, and created mobile layout videos of roughly 90 seconds each. We Scheduled them for use on Youtube, our Facebook page, the Facebook group, and our Linkedin accounts.

4 Videos each with 5 destinations each translate into 20 additional points of entry. So, combined with the blog post and the podcast, that’s 28 new touch points where people can interact with our content.

Step 4: We created 6 social media posts.

We created 6 social media posts using AI to rewrite parts of the blog post, and add appropriate titles and hashtags to each.

For each of these, we created six square graphics with those titles, as well as our logo and domain name.

Six social media posts, to be posted to 4 destinations each (two on Linkedin and two on Facebook), translates into another 24 points of entry, resulting in a total of 52 touch points resulting from ONE blog post.

But that’s not all…

Theoretically, we could have done a lot more:

We could have shared all of this on X, which would have added another 12 touch points.

We could have shared it all on Instagram and Pinterest, which would have added 24 more touch points.

We could have shared the videos on Tiktok, which would have added another 6 touch points.

We could have shared the blog post to Medium.com and Linkedin Articles, which would have added another two touch points.

We could have shared the blog post in PDF format to Slideshare as a PDF document, and to Linkedin as a slide show, adding two more touch points.

We could have created 4 slide shows for instagram, with content rewritten from the video scripts, adding another 4 touch points.

That’s another 50 additional potential touch points – and those are just from the big social networks.

We could also have chosen to submit the podcast to several more podcasting platforms.

So if we wanted to go all in, we could have put out more than 100 additional entry points into our business.

The bottom line is this:

If you write just ONE decent blog post every month, and repurpose it fully, you can have enough content to create 4 new points of entry into your business EVERY DAY, six days per week.

The downside of repurposing is this:

The more places you want to publish on, the more social presences you have to maintain. And since all of the social networks reward you for being active and engaged on the platform…

Those hours can quickly swallow chunks of your days.

We chose to stick to three networks, because they are easy to manage and syndicate content to. Ok, some team members also have a few more unusual, highly targeted destinations he shares to.

For us, the optimal balance point lies in doing one blog post every two weeks, and then generating an additional 51 content pieces from that. Posting six days a week, that allows us to post or upload 4 or more pieces every day, six days per week.

In conclusion:

Your optimal balance point will depend on what you offer, and where your target audience hangs out. You may want to do more different networks or formats, or you may just want to do different networks or formats.

Play around, and see what works best for YOU.

At the end of the day, it all comes back to effort versus reward: How much money can you make from every hour you put in?

And to get back to the original question about whether it is worth it…

Absolutely, YES. Now that we have explored its full potential, even if we use less than half of it, it would be short-sighted to NOT do it.