Your Original Content: Repurpose, Repurpose, Repurpose!

I’m a fan of repurposing content - write once and publish in multiple places. You might be reading this on my blog or on my LinkedIn Newsletter or perhaps you clicked a link to get here from X. Creating once and publishing in several ways is quite easy.

I have written an original blog post about once a week for twenty years(!) What super great about the content I create is repurposing in multiple ways.

I initially publish on my blog which is part of my personal website hosted on HubSpot. People can subscribe to email notifications of new blog posts as I publish them.

Then, using RSS, anything that is tagged on my blog with the category Fanocracy will also automatically appear on the examples page of my Fanocracy website. I use RSS in the same way to publish anything tagged on my blog as Newsjacking to the stories page of my Newsjacking website. Other than setting it up once, I don't do a thing. I don’t even think about it anymore.

Then, I copy and paste my blog post into my personal LinkedIn Newsletter. I usually edit it a bit for LinkedIn, and I remove external links because the LinkedIn algorithm doesn’t like links to websites outside of the LinkedIn network. What’s cool about a LinkedIn Newsletter is LinkedIn will email subscribers when I publish a new newsletter edition. 

Occasionally, I also post to Medium when I have a story that seems "bigger".

Once my long form blog post content is posted, I slice and dice to create short form social media posts. I love repackaging content in this way because the hard work of authoring is already done.

I use Lately.ai, an application powered by Neuroscience-Driven AI to generate dozens of short-form social media posts from my long-form blog posts.  I also use it to generate social posts from my book chapters. The posts can be scheduled weeks or months into the future, so I always have fresh content on my feeds, even when I am deep in the wilderness.

Create once and publish in many ways is especially powerful with a podcast. While I don't have my own podcast, I've advised many people on the benefits of repurposing. You can take a one hour episode, transcribe it with an AI transcription engine, then run that through another AI to create blog posts and other written content. 

Disclosures: I am a HubSpot advisor and on the Lately.ai Board.