EP. 031 | You don’t need new content ideas. You need to repurpose your content.
Podcast Summary
Are you constantly stressing about creating new content every day? You're not alone. Many small business owners feel trapped in the endless cycle of content creation, but here's the truth: you don't need more content ideas – you need to work smarter with what you already have.
In this episode, I challenge the common belief that you need 30 fresh content ideas every month. The reality is that your audience only sees about 10% of what you post, so why stress about creating something new every day? Instead, let's focus on refining your message and making it work harder for you.
I share my personal content repurposing process, starting with YouTube videos as hero content, and how I break it down into multiple formats. Whether you're posting on one platform or many, you'll learn practical strategies to stretch your content further without burning out.
Remember: Content creation doesn't have to be a heavy burden. It's about being strategic and intentional with your message, respecting your time and energy as a small business owner.
Episode Highlights
Why the "constant creation" mindset is holding you back
The power of hero content and how to use it effectively
The 5x1 strategy for maximizing one content idea
How to find and leverage sister platforms
Common objections to content repurposing and why they're myths
resources + tools
Ready to figure out how to create a content system and strategy that works for your small business? Join The Content System - https://www.amberfiglow.com/thecontentsystem
Stop Creating New Content: Content Repurposing is a Smarter Approach to Content Strategy
Ever find yourself staring at an empty Canva screen, desperately searching for your next content idea? Trust me, I get it. With a half-empty coffee cup by your side and endless browser tabs open, you're probably thinking you're just one viral post away from success.
But here's the truth: you don't need more content ideas. You need to work smarter with what you already have.
The Content Creation Myth That's Holding You Back
Let's bust a major myth right now: you don't need 30 fresh content ideas every month. That belief is just keeping you stressed and buying more planners, templates, and products you don't need. Your audience only sees about 10% of what you post. While you're spending hours creating brand new content daily, most people haven't even seen that post you spent three hours crafting last Monday.
Instead of constantly creating new content, let's focus on making your existing content work harder. There are a few different approaches to content repurposing, you just have to find the one that is best for you. Personally I love using The Hero Content Strategy… but it has taken me YEARS to work up to this process. So find something that works best for you, your business, and your skillset!
The Hero Content Strategy
I start with what I call "hero content" – in my case, it's YouTube videos, but your hero content might look different. Some creators are great at writing detailed blog posts that dive deep into their expertise. Others shine behind the microphone, creating engaging podcast episodes that connect with their audience. Maybe you're most comfortable crafting long-form Instagram carousels that pack value into every slide.
The magic happens when you take that single piece of hero content and transform it into multiple formats. From just one YouTube video, I can strip the audio to create a podcast episode that reaches listeners on their daily commute. That same content becomes the foundation of my weekly newsletter, where I can add personal insights and updates for my email subscribers. I'll turn it into a blog post (just like this one), adding more context and making it easy for people to find through search engines. The video itself breaks down into multiple short clips, perfect for sharing on social media. I even pull out powerful quotes that resonate with my audience and share them across different platforms.
The possibilities for repurposing your hero content are endless. The key is starting with that one solid piece of content and finding creative ways to share its message across different channels and formats.
The 5x1 Strategy
If you're posting on just one platform, try the 5x1 strategy – it's my favorite way to stretch one content idea across an entire week without burning out or feeling repetitive. Instead of scrambling for five different topics, you'll take one solid message and present it in different ways that cater to how your audience consumes content. Some people love watching videos, others prefer to read, and many scroll through stories during their coffee break. This strategy helps you reach them all.
Here's how it works on Instagram:
Monday: Share a talking-to-camera Reel
Tuesday: Transform the same message into a carousel
Wednesday: Give a quick recap in Stories
Thursday: Create a feed post
Friday: Jump on a trend with the same message
The beauty of this approach is that it reinforces your message while respecting how different followers engage with content. Plus, it saves you from the dreaded "what should I post today?" panic that hits so many business owners. You're not just posting to post – you're strategically sharing your message in ways that resonate with your entire audience.
Sister Platforms: Double Your Reach, Not Your Work
If you post to multiple platforms, you can start to distribute your content in multiple different places. Think about platforms that share similar formats – I call these "sister platforms" because they complement each other so naturally. The key is identifying these natural content connections and using them to expand your reach without doubling your workload.
Instagram Reels and TikTok videos share the same vertical format, making it simple to repurpose your content between these platforms with minimal editing. Those thought-provoking posts you write on Threads can easily expand into more detailed LinkedIn content, where professionals are hungry for industry insights. And if you're creating YouTube videos, you're also sitting on a goldmine of potential podcast episodes – just strip the audio, add a quick intro, and you've got valuable content for listeners who prefer to learn on the go.
Addressing Your Doubts
I know what you're thinking, because I've been exactly where you are. When I first learned about content repurposing, my mind filled with doubts and objections. Maybe you're worried about looking lazy or repetitive, or you're convinced your audience needs fresh content every day. These are natural concerns that every business owner faces when shifting their content strategy. Let's tackle these doubts head-on and show you why repurposing isn't just okay – it's actually the smarter way to create content that converts.
"Won't my audience get bored?"
No. Remember that 10% visibility? Your audience barely sees the stuff that you DO post. Plus, your audience needs to see things multiple times before taking action. In today's marketing world, it takes more touch points than ever to convert a viewer into a customer.
"Isn't this just being lazy?"
Actually, throwing random content at the wall is lazy. Strategic repurposing is intentional and purposeful. We're creating content that serves your audience while respecting your time as a business owner.
"But other businesses post new content daily!"
Here's an insider secret: most successful business owners aren't creating new content every day. They're smart about repackaging and redistributing their message.
Take Action: Your Content Repurposing Challenge
Ready to start? Here's your homework:
Take a recent piece of content that performed well
Break it into three different formats
Don't overthink it
Some ideas:
Turn a carousel into multiple single posts
Extract quotes from a blog post for social media
Transform a successful video into quick story teachings
Remember: Work Smarter, Not Harder
Content creation doesn't have to weigh you down. You've got enough on your plate running your business. Focus on creating sustainable, strategic content that serves your audience while honoring your energy levels. The key isn't creating more – it's making what you create count.