In today’s content-saturated world, it’s easy to feel like you’re shouting into the void. You log into YouTube or Instagram, and within seconds, you’re bombarded by dozens of videos, reels, and posts vying for your attention.
Your audience is experiencing the same thing — and they’re not just competing with your competitors. They’re competing with everyone they follow and every recommendation the algorithm serves up.
So, how do you ensure your audience finds and remembers you?
The answer lies in repurposing your content so it feels like you’re everywhere without doing ten times the work.
Why Repurposing Content Is Your Secret Weapon
If you’ve ever wondered why some brands seem omnipresent while posting less often than you, it’s because they understand one core principle: content is a renewable resource.
The most effective marketers don’t reinvent the wheel every time. Instead, they start with one strong, high-quality piece of content and then strategically adapt it into multiple formats for multiple platforms.
Done right, this strategy doesn’t just save time — it exponentially increases your reach, authority, and trust with your audience.
The Content Waterfall: A Proven System for Maximum Impact
At my agencies — 323 Media, The Content Machine, and Super Social Media — we use what I call the Content Waterfall. It’s a simple, scalable process that takes one piece of content and transforms it into an entire ecosystem of brand touchpoints.
The waterfall has a clear starting point and a natural flow that ensures every new asset feeds the next stage.
Step 1: Start at the Top — Video & Podcasts
Video is the most authentic, high-impact starting point.
When I record a video (like the one this article is based on), it’s 100% me — no AI voiceover, no deepfake, just my unfiltered thoughts and expertise. That authenticity is what sets you apart from competitors who might be churning out generic, copy-and-paste blog posts.
Why create video first?
- It’s the most human medium.
- It captures tone, emotion, and personality.
- It’s easier to break down into other formats than the other way around.
Step 2: Turn the Video Into a Transcript
Once the video is recorded, we transcribe it. My team uses Loom because it’s not only great for screen recordings and SOPs, but also gives us:
- Timestamped transcripts (great for YouTube SEO)
- Automatic chapter breakdowns
- Suggested titles and intros
This small tool — which costs less than $20/month — is a huge ROI win.
Step 3: Build Skeleton Content
From the transcript, we create skeleton content: a structured outline with chapter titles and key talking points. This becomes the foundation for:
- Blog posts (SEO-friendly and evergreen)
- Newsletters (personalized for specific audience segments and we build it with BeeHiiv)
- Social captions (short, engaging pull quotes or summaries)
By tailoring tone and detail for each channel, we make sure the same core message resonates differently depending on where it’s published.
Step 4: Optimize With Topic Research
Repurposing isn’t just about recycling — it’s about refining.
We use Surfer SEO (around $100/month) to:
- Identify relevant keywords
- Find questions our audience is already asking
- Discover related content opportunities
This ensures each new blog or video isn’t just valuable — it’s also findable.
Step 5: Create Social Content & Short-Form Video
From the main video, we:
- Publish the full version to YouTube.
- Run it through Opus Clip, which automatically finds the best moments for Instagram Reels, TikToks, YouTube Shorts, and Facebook clips.
- Let our graphics team turn written snippets into eye-catching posts.
Opus Clip uses AI to listen to the transcript, then extracts anywhere from a 10-second highlight to a full two-minute clip. This multiplies reach across at least five platforms — all from the same original recording.
Why Your Website Is Still the Most Important Channel
It’s tempting to focus on social media numbers, but you don’t own those platforms.
Your website, however, is your space. It’s where you:
- Capture email leads
- Showcase depth of expertise
- Build trust through long-form content
And with your newsletter, you can speak directly to your audience — no algorithm in the way.
Advanced Strategy: The Content Clustering Effect
Here’s where most people stop: they create a big piece of content, chop it up into smaller formats, and call it a day.
But the real magic comes when you flip that script.
Let’s say you publish a video called “Five Ways to Repurpose Content”. If it performs well, you don’t just make more short clips — you go deeper.
- Each of those five tips becomes its own in-depth video
- Each gets its own blog post
- All are interlinked to form a content cluster
This “depth over breadth” approach transforms casual viewers into loyal fans who see you as the go-to expert.
Short Form vs. Long Form: Why Depth Wins
While short videos and bite-sized posts are great for discovery, long-form content is where conversions happen.
People who read a detailed blog post or an in-depth email are:
- More likely to trust your expertise
- More ready to make a purchase or hire you
- Actively looking for solutions you can provide
Think of your first piece of content as the intro course. The deep-dive follow-ups? That’s the full degree program that takes someone from curious to committed.
Putting It All Together
Repurposing content isn’t about doing more work — it’s about doing smarter work.
The Content Waterfall process looks like this:
- Record a video or podcast (we use StreamYard).
- Transcribe it with Loom.
- Create skeleton content for blogs, newsletters, and captions.
- Use Surfer SEO for keyword research and optimization.
- Break down the video into short clips with Opus Clip.
- Publish everywhere — but funnel traffic back to your website.
- Use content clustering to go deeper where the audience shows interest.
Follow this system, and you won’t just be well known — you’ll be known well by the exact people you want to reach.
If you want to see this process in action and learn more about building your personal brand in 2025 and beyond, check out my latest video. It’s a practical, behind-the-scenes look at how I’m scaling visibility for myself and my clients.