The best social sharing snippet from this interview… “…even your homepage and your about page are all like really great sources to repurpose.”
In this episode, I sat down with Emily Aborn, content copywriter and repurposing queen, to talk about how to maximize your content’s impact without constantly creating new stuff. Emily shares her process for repurposing podcasts, blogs, and more to reach a wider audience in a smarter way.
Resources
Emily’s Podcast… Content With Character
Emily’s Website
Podmatch
(It is an affiliate link FYI, because I love it so much. Let me know if you want a demo!)
Listen On Apple Podcasts
Listen on Spotify
Watch the Podcast or Read the Post Below
Creating fresh content week after week can feel overwhelming, especially when it seems like you’re constantly chasing new ideas. But what if I told you that you don’t always need to reinvent the wheel?
Repurposing content is the secret weapon to maximize your impact and reach a wider audience without burning out.
In this week’s episode of The Small Business Sweet Spot, I had the pleasure of chatting with Emily Aborn, a content copywriter, speaker, and podcast host with a wealth of experience in transforming content into powerful, reusable assets.
What Is Repurposing, Really?
When we talk about repurposing content, we’re not just talking about copy and paste. Emily compares it to taking an old, worn-out rocking chair, sanding it down, and turning it into something entirely new—maybe even a completely different item, like a side table.
The essence of repurposing is giving your content a fresh spin and presenting it in a new way.
For example, cross-posting something from Facebook to LinkedIn is simply duplicating content, not repurposing it. Instead, the magic of repurposing happens when you take the heart of a piece of content, reimagine it, and give it a new life on a different platform.
The Value of Repurposing Content
Why should we bother with repurposing content in the first place? It’s simple: not everyone consumes content the same way. Some people love blogs, while others prefer podcasts or bite-sized social media posts.
Repurposing your content ensures you’re hitting different touchpoints and reaching people in the format they prefer.
This way, a single piece of content can do more heavy lifting for your business without requiring a constant stream of new ideas.
Emily shared a great example from her own strategy: she takes each podcast episode and repurposes it into an email, a few social media posts, a blog, and sometimes even a LinkedIn article. This method not only saves time but also keeps her content cohesive and theme-driven. Each piece supports the others, which helps her message resonate more effectively.
How to Start Repurposing
The easiest way to start repurposing is to take a big piece of content you already have—whether that’s a blog post, a podcast episode, or even a detailed email—and break it down into smaller pieces. For example, if you’ve written a blog post outlining “10 Marketing Trends for [insert current year here],” each trend could be repurposed into its own social media post or even the topic of a podcast episode.
The key is to look at your content from different angles. Ask yourself how you can extract different lessons, stories, or tips from it and then present them in ways that will resonate with different audiences. You don’t need to create something brand new every time—just repackage what’s already there.
Tools That Help With Repurposing
Emily also mentioned some handy tools for repurposing content, like Otter AI and ChatGPT. These tools can help you take a podcast transcript or long-form content and turn it into shorter, digestible pieces for different platforms. Of course, while these tools are great for generating ideas, it’s essential to make the final output uniquely yours. AI-generated content is a great starting point, but adding your voice and personality is what makes it truly resonate.
Final Thoughts: Don’t Reinvent the Wheel
The beauty of repurposing is that it helps you work smarter, not harder. You’ve already invested time and energy into creating valuable content—now it’s time to let it live beyond its initial purpose. Take a moment to reflect on your current content library, and you’ll likely find untapped opportunities for repurposing.
Ready to get started? Head to your website or blog, pick a piece of content that deserves more attention, and brainstorm ways to give it a fresh spin. You’ll be surprised at how much mileage you can get from just one piece of content.
