Content Repurposing: How to Successfully Repeat Yourself on Social Media
I create a fuck ton of content. And there's a damn good reason for it.
Most small business owners are terrified of sounding repetitive online. They're convinced that saying something more than once will drive their audience away. But here's the truth: not repeating yourself is costing you sales, visibility, and credibility.
The Invisible Content Problem
Let me hit you with a marketing reality check. Ninety percent of your audience isn't even seeing your content the first time. Think about that for a second. All those carefully crafted posts, those hours of content creation… and most people are missing them completely.
Why? Algorithms are brutal. People's lives are busy. Between work, family, and endless scrolling, your meticulously created content is basically a whisper in a hurricane.
Why Repetition Is Your Marketing Lifeline
There's a marketing theory that dates back to the eighties called the "Rule of Seven." It suggests that people need to hear about your product, service, or message at least seven times before they make a buying decision.
And while the exact number might vary depending on your industry, the core principle remains the same: familiarity breeds trust. Repetition isn't about being annoying. It's about giving your audience clarity and confidence in your expertise.
The Three R's of Content Strategy: Your Repetition Roadmap
I've developed a framework to help you repeat yourself strategically without feeling like a broken record. Let's break down the three R's:
Reposting Your Content This is the easiest method. You're literally sharing the exact same content again. Same graphic. Same caption. Just put it out there again. Most people worry someone will notice. But here's the truth: most won't. And the ones who do? They're your super fans.
Reusing Your Content Take an existing piece of content and give it a slight twist. Transform an Instagram feed post into a carousel. Adapt a video for different platforms. Same core message, fresh format. For example, I'll test out a thought or quote on Threads. If it performs well, I'll screenshot it, add some branding in Canva, and repurpose it as a graphic for Instagram or LinkedIn.
Repurposing Your Content This is where the real magic happens. Take one piece of content and multiply it across multiple platforms. My hero content strategy looks like this: I create a YouTube video, then break it down into:
A newsletter
A blog post
Instagram carousels
Short-form videos
Pinterest pins
Podcast episodes
Confronting Your Repetition Fears
Let's address the mental blocks holding you back:
Fear #1: "People Will Get Bored" They won't. Repetition actually gives your audience clarity. It builds confidence in your expertise and reinforces your message.
Fear #2: "Someone Might Unfollow Me" Good. If someone can't handle you consistently sharing valuable content, they were never your ideal client anyway.
Your Content Ecosystem Matters
I don't just think about content creation. I think about content multiplication. How can I take one core message and spread it across as many platforms as possible?
My goal is to help my ideal audience consume content in the way that works best for them. Some people love long YouTube videos. Others prefer quick Instagram Reels. Some want to read a blog post. By repeating my message across platforms, I'm meeting my audience where they are.
Every time you hold back from repeating yourself, you're leaving money on the table. You're letting potential clients slip through the cracks. You're letting your expertise go unnoticed.
As someone managing a business with fluctuating energy levels—hello, ADHD—this strategy is a lifesaver. Some days, creating content feels impossible. But by repurposing existing content, I can maintain consistency without burning out.
Your Repetition Challenge
Here's what I want you to do this week: Pick ONE core message. Just one. Then challenge yourself to share it in as many ways as possible. Get creative. Show up consistently. Watch your engagement grow.
Create an Instagram carousel
Record a YouTube short
Write a LinkedIn post
Draft an email newsletter
Start a blog post
Outline a podcast topic
You are the only person who sees every single piece of content you create. Your audience? They're catching fragments, glimpses, moments. Repetition isn't just okay, it's necessary. It's how you build trust. It's how you become recognizable. It's how you grow.