In this episode: Creating fresh content for every platform is exhausting. My content repurposing workflow turns one piece into many, saving you hours each week.
If you’re worn out from trying to create fresh content for all the different channels where you post – your blog, email list, YouTube, podcast, social media – every single week, then this post is for you. The good news is you don’t have to create new content for all those platforms. When you do it the right way, you can create one piece of content for one platform and then turn it into content for all the others, and you can do it in a way that’s not repetitive or annoying to your audience.
Today I’m sharing exactly how I’ve been repurposing my own content, including how I turn my podcast episodes into YouTube videos, emails, and blog posts.
I’ll also share how I’m using AI to help with the process, but in a totally ethical way that maintains your unique voice and perspectives, making sure the content you’re putting out really is you and isn’t just AI-generated nonsense.
Table of Contents
Start With Your Source Content
My content repurposing workflow starts with a piece of source content. This is the content that everything else gets created from. Your source content needs to be whatever format feels the easiest for you to create. For me, the source content is usually a voice memo. It’s not something I ever publish anywhere, but it eventually turns into the recorded podcast episode.
I do this because it’s a whole lot easier for me to just talk things out in a voice memo, especially when I know it’s one I’m not ever going to share publicly. It’s okay if I make mistakes or stumble over my words or pause to rethink things.
Once I record that voice memo, I use it to create an organized podcast outline. From there, I record my podcast episode, and the transcript of that podcast episode really becomes the source document for everything else I’m going to create.
Want to see an example of my repurposed content? Check out this blog post as a podcast and a YouTube video.
Whether it’s a podcast episode like me, a blog post you write, or something else all together, start with the thing that feels most natural, where that content just really flows out of you easily and then turn it into those other pieces of content.
The Mindset Shift You Need to Make
One mindset block around repurposing content is that we’re all worried that if we repurpose content across multiple platforms, it’s going to be repetitive and annoy our audience.
Reframe your thinking around that. When I was a teacher, I knew that I needed to differentiate my lessons. I would teach the exact same content, but I would deliver it in different ways because every kid in my class had a different learning style.
We don’t think about our learning styles as adults nearly as often, but we all still have our own unique learning styles. Some people prefer to listen to podcasts while driving. Others need video to stay focused. Some people would rather read because they’re quick readers.
It’s not about being repetitive, it’s about making your content more accessible to more people.
When you share all of the places people can access your content at one time, it looks like accessibility, not repetition.
My Step-by-Step Content Repurposing Workflow
My content repurposing workflow is:
- Create a voice memo with my initial ideas
- Use that to create an organized outline
- Record my podcast episode based on the outline
- Take the video from the same recording and edit it for YouTube
- Use the transcript to create an email to my list
- Pull quotes and clips for social media
- Convert the transcript into a blog post using AI
It’s the exact same content foundation, but each piece needs to be edited a little differently for each platform. When I edit for YouTube, I’m adding some onscreen bullet points or quotes. These visual elements help people who need visual cues to stay engaged.
For email, I’m not going to give the entire episode because nobody wants to read a giant email. My audience likes shorter emails, so I might highlight a couple of talking points and link over to the full episode, or just hint at the episode and ask people to respond.
How I Use AI for Content Repurposing (Ethically)
The last piece in my content repurposing workflow that I’m just starting to add in is blog posts. Blog posts are great for SEO, and I know a lot of people in my audience do still like to read them.
These days, it is so easy to use a good prompt in your favorite AI tool (for me, it’s Claude) to turn the transcript of that podcast episode into a blog post and still keep your voice.
The prompt I use specifically says, “don’t rewrite this. Use my actual words, but put it in a blog post format, meaning break it into sections, give it headings and subheadings, clean up some of the more conversational language.”
This is a really great way to use AI because I’m not using the AI to come up with the content. The content is still mine. It’s still my thoughts, my process, my opinions, my perspective. I’m just using the AI tool to take what I already created and reformat it for a different platform. That keeps from turning your content into AI-generated fluff that looks like everybody else’s stuff out there.
The AI Tools I Use in my Content Repurposing Workflow
I like to use Claude anytime I’m writing something with AI. You might prefer ChatGPT or something else. The key is choosing an AI tool and training it on your brand voice and your style.
One big shift for me has been using projects. I have a separate project for each type of content – one output, one project:
- One project to take that voice memo transcript and create a podcast outline
- One for weekly email writing (with my brand voice, different styles of emails, samples of ones that have worked well)
- One to take the podcast transcript and turn it into a blog post
Make sure you’re feeding each project your brand voice. Don’t just rely on it “knowing” because you’ve used that tool a lot. That way, your project sounds like you while creating content.
How to Promote Without Annoying Your Audience
Keep in mind when you are promoting this content to your email list, send that one email with links to all of it rather than multiple different emails.
For me, the podcast and the YouTube video are published on the exact same day so that when I email, I can give options for where to watch. Blog posts tend to come a little bit later.
The way to keep from annoying people is to serve them by giving them different opportunities to access the content in the way that works for them.
Which content format should I start with?
Start with whatever feels most natural to you. If talking comes easily, start with audio. If you love writing, begin with a blog post. Pick what flows effortlessly so you can focus on the content itself.
Will my audience get annoyed seeing the same content everywhere?
Not if you frame it right. Present it as giving them options to consume your content in their preferred way. When you share all formats at once, it looks like accessibility, not repetition.
How do I maintain my voice across different platforms?
This is where your brand voice guide becomes crucial. Make sure your AI tools are trained on your specific voice and style. Always review the output to ensure it still sounds like you before publishing.
How much time does content repurposing actually save?
Once you have your workflow set up, you’ll save at least 50% of the time compared to creating everything from scratch. The initial setup takes some work, but the long-term time savings quickly makes up for it.
The Bottom Line on Content Repurposing
You do not have to reinvent the wheel and create brand new content for every platform. Start with whatever feels easiest for you, and then turn that one piece of content into content on every platform where you are, so you can serve your audience wherever they like to consume content.
If you are struggling with your own brand voice, I have a little something that you might be interested in. It’s called the AI Brand Voice Fix. This is a simple little project that will let you voice record yourself talking, pull out your unique brand voice, and generate a brand voice guide you can use with your favorite AI tools to create content that consistently sounds like you wrote it yourself.
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