Todayâs newsletter is for you if you:
A) Want to repurpose content across multiple platforms
B) Are already repurposing but are struggling to see results
The little black dress
Every other writer and content creator talks about the value of repurposing content and they are right.
I see it as an LBD (little black dress) that you get to reuse for multiple occasions with different accessories without people noticing that itâs the same outfit. And you get compliments every time!
Repurposing content allows you to tackle multiple platforms, reach a wider audience, and maximize your impact.
Whatâs not to like about it?
The theory sounds easy: you take your article, copy-paste it into a different platform, and bang, the likes and followers start to flow in.
It doesnât quite work that way. Using the same content across different platforms requires a strategic approach, an eye for marketing, and a process.
Letâs look at how you can do it using 3 different approaches and the effectiveness of each.
Basic level
You copy-paste content from one platform to another. Several Substack and Medium writers take this approach and reproduce the same article on platforms like LinkedIn or X, hoping to get some traction.
This strategy is the most basic and it can work but requires a bit of customization.
Every platform speaks its language, and a long-form article rarely does well on past-pace platforms hungry for bite-size content like X or LinkedIn. Adding a link kills the post, as every platform is trying to keep users for longer, not throw them straight into their competitorsâ arms.
An easy way to make this approach work is by writing a summary of the original text and adding the link in the comments so that it doesnât impact the reach.
Intermediate level
You adapt your content to the specific platform, speaking a shared language that users understand.
For example, when I write on LinkedIn/ X, I use words like âcontent,â âaudience,â and âreach.â My format is more streamlined, and I use visual breaks. I sometimes use emojis and a more casual tone.
However, on Substack and Medium, I refer to âwriters,â âarticles,â and âreaders.â The format is more curated, and I make my writing more polished. I pay attention to titles, subtitles, SEO settings, etc.
Here is an example of how I turned a LinkedIn post into a Substack newsletter, maximizing its reach across 2 platforms.
Advanced level
This is the level Iâve been working toward in the past year: creating an ecosystem where I leverage written, audio and video content to grow across multiple platforms and reach third-party audiences.
The true value of repurposing content lies in promoting cross-pollination between platforms using a multi-format approach. Thatâs how your impact goes 10X.
How to create a digital ecosystem?