You spend hours on content that reaches a tiny audience
Write one deep piece, then repurpose it into Twitter threads, LinkedIn posts, short videos, email newsletters, and more.
When to use
You're already creating content but only publishing in one format/channel.
Hypothesis template
If we repurpose each [content piece] into [X] formats across [Y] channels, total reach will increase by [target]x because different audiences consume different formats.
Method
The problem: You write a blog post, share it once, and it reaches 200 people. All that effort for one format on one channel.
What works: Write one comprehensive piece, then break it into 8-10 smaller pieces for different platforms: Twitter thread, LinkedIn post, newsletter section, short video, infographic, Quora answer, Reddit comment.
The result: One piece of content can reach 10-50x more people when distributed across formats and channels.
How to do it:
- Create one comprehensive piece (blog post, guide, or case study)
- Extract the key points into a Twitter thread (5-7 tweets)
- Write a LinkedIn post from the most interesting finding
- Record a 60-second video summarizing the insight
- Include the key takeaway in your weekly newsletter
- Answer a related question on Reddit or Quora with insights from the piece
- Create a visual summary or infographic for Instagram/Pinterest
- Repeat weekly with a new piece
Key insight: Content creation is 20% of the work. Distribution is 80%. Most people do the 20% and skip the 80%.
Success metrics
- •Total reach per content piece
- •Engagement per channel
- •Signups attributed to content
- •Time spent creating vs distributing
Prerequisites
- At least one content piece to start with
- Accounts on 3+ platforms
- 1-2 hours per piece for repurposing
Common pitfalls
- •Copy-pasting the same text everywhere (adapt for each platform)
- •Only repurposing into text formats
- •Not tracking which channels drive actual signups
- •Spending all time creating and no time distributing
Source: Common pattern. Gary Vee's content model, adapted for solo founders and small teams.
Suggested ICE scores
Ready to run this experiment?
Sign up free to use this playbook with step-by-step guidance and track your results.