Tactic Tuesday: The Content Repurposing SOP

Alright, DE fam. Grab your coffee. This one's long because I want you to actually be able to run this, not just nod along and forget it by Wednesday.

Today's tactic: a full, step-by-step SOP for repurposing content. Video, audio, webinars, blog posts, doesn't matter. One source, systematically turned into a stack of platform-native assets.

If you're only posting content once and moving on, you're leaving most of the value on the table. Let's fix that.

𝗙𝗶𝗿𝘀𝘁, 𝗟𝗲𝘁'𝘀 𝗞𝗶𝗹𝗹 𝗮 𝗕𝗮𝗱 𝗔𝘀𝘀𝘂𝗺𝗽𝘁𝗶𝗼𝗻

Most people think repurposing means "copy the caption, paste it on five platforms."

That's not repurposing. That's just cross-posting with extra steps, and it usually performs worse than posting nothing, because it reads like it wasn't made for the platform it's on.

Real repurposing means you take one core idea and rebuild it in the native language of each channel. A LinkedIn post is not a tweet. A tweet is not an email. An email is not a YouTube Short script. Each one has its own rhythm, length, and hook style.

If your repurposing process doesn't account for that, stop and fix the process before you scale it. Scaling a broken workflow just gets you more mediocre content, faster.

𝗪𝗵𝘆 𝗧𝗵𝗶𝘀 𝗠𝗮𝘁𝘁𝗲𝗿𝘀 𝗳𝗼𝗿 𝗬𝗼𝘂𝗿 𝗔𝗴𝗲𝗻𝗰𝘆

You're already creating source content. Discovery calls, client onboarding videos, webinars, blog posts you write for SEO, sales call recordings you can pull insights from.

Every one of those is a goldmine you're probably only mining once.

The math is simple. If it takes you 3 hours to create one piece of long-form content, and that content can become 15 smaller assets with a repeatable system, your cost per asset drops hard. That's the whole game. You're not creating more, you're extracting more from what you already made.

𝗧𝗵𝗲 𝗦𝗢𝗣: 𝟵 𝗦𝘁𝗲𝗽𝘀 𝗙𝗿𝗼𝗺 𝗥𝗮𝘄 𝗦𝗼𝘂𝗿𝗰𝗲 𝘁𝗼 𝗣𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗱 𝗔𝘀𝘀𝗲𝘁𝘀

Save this(There is checklist download below). Print it. Put it in your SOP folder for your team or your future VA.

𝗦𝘁𝗲𝗽 𝟭: 𝗦𝗼𝘂𝗿𝗰𝗲 𝗔𝘂𝗱𝗶𝘁 𝗮𝗻𝗱 𝗦𝗲𝗹𝗲𝗰𝘁𝗶𝗼𝗻

Before you repurpose anything, ask if it's worth repurposing.

Good repurposing sources have:

A clear, single core insight or teaching point
At least one strong quote, stat, or "aha" moment
Enough length to pull multiple ideas from (10+ minutes of video, 800+ words of text)

Skip repurposing on:

Pure logistics content (scheduling, admin updates)
Content that's already extremely narrow or one-note
Anything time-sensitive that will be stale in a week

Not everything deserves a second life. Be picky here. Repurposing junk just makes more junk, faster.

𝗦𝘁𝗲𝗽 𝟮: 𝗧𝗿𝗮𝗻𝘀𝗰𝗿𝗶𝗯𝗲 𝗮𝗻𝗱 𝗘𝘅𝘁𝗿𝗮𝗰𝘁

If your source is audio or video, get a clean transcript first. Don't skip this even if you think you remember what was said. You will miss the best lines.

What you're pulling from the transcript:

3 to 5 standalone insights (each one should work without the rest of the context)
2 to 3 quotable lines (short, punchy, screenshot-worthy)
Any stats, numbers, or contrarian takes
The single best "hook" moment, meaning the 5 to 10 seconds where someone would stop scrolling

Highlight these directly in the transcript. This becomes your raw material for everything downstream.

𝗦𝘁𝗲𝗽 𝟯: 𝗕𝘂𝗶𝗹𝗱 𝗬𝗼𝘂𝗿 𝗥𝗲𝗽𝘂𝗿𝗽𝗼𝘀𝗶𝗻𝗴 𝗠𝗮𝗽 (see attached photo example)

This is the step almost everyone skips, and it's the one that actually makes the system scale.

Before you write a single piece of content, map out what you're building. Use a simple grid: source insight down the left side, output channel across the top.

You're not forcing every insight into every channel. You're matching the insight to the format where it naturally lands best. A dense, nuanced idea might be perfect for email but terrible as a 30-second clip. A punchy contrarian take might crush as a short video and fall flat in a long-form email.

𝗦𝘁𝗲𝗽 𝟰: 𝗗𝗿𝗮𝗳𝘁 𝗳𝗼𝗿 𝗘𝗮𝗰𝗵 𝗖𝗵𝗮𝗻𝗻𝗲𝗹, 𝗡𝗮𝘁𝗶𝘃𝗲 𝗙𝗶𝗿𝘀𝘁

Now you write. But here's the rule: draft each piece in the platform's native voice, not as a translation of the original.

Quick channel cheat sheet:

LinkedIn: Hook in the first line, short paragraphs, one core idea, end with a question or a clear takeaway
Email: Can go deeper, more personal tone, one clear CTA
Skool posts: Teaching-first, community voice, invite discussion in the comments
Short-form video (Reels, TikTok, Shorts): Hook in the first 2 seconds, one idea only, captions matter
Carousels: One idea per slide, visual hierarchy, strong first and last slide

Don't write one master piece and copy & paste it everywhere. Write five different pieces from the same source material. It takes longer per piece, but each one actually performs, so your total ROI goes up.

𝗦𝘁𝗲𝗽 𝟱: 𝗗𝗲𝘀𝗶𝗴𝗻 𝗮𝗻𝗱 𝗩𝗶𝘀𝘂𝗮𝗹 𝗣𝗮𝘀𝘀

Whatever needs visuals (carousels, quote graphics, thumbnails) gets built now.

Keep your visual system consistent across every piece. Same fonts, same color palette, same layout logic. This is where your brand actually gets recognized in a crowded feed. If every post looks different, you're starting from zero every single time instead of building recognition.

𝗦𝘁𝗲𝗽 𝟲: 𝗕𝗿𝗮𝗻𝗱 𝗮𝗻𝗱 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗖𝗵𝗲𝗰𝗸

Before anything goes out, run it through a quick checklist:

Does this sound like us, or does it sound like generic AI-written filler?
Is the hook strong enough to stop a scroll?
Is there one clear takeaway, or are we cramming in three ideas?
Are we consistent with our previous posts in tone and formatting?

If you're working with a VA or a content person or AI, this is a non-negotiable checkpoint. Don't let unreviewed content go live.

𝗦𝘁𝗲𝗽 𝟳: 𝗦𝗰𝗵𝗲𝗱𝘂𝗹𝗲 𝗪𝗶𝘁𝗵 𝗜𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝗮𝗹 𝗦𝗽𝗮𝗰𝗶𝗻𝗴

Don't dump everything from one source in the same 48 hours. Spread it out.

A reasonable cadence for one strong source:

Week 1: Short-form video, LinkedIn post
Week 2: Email, Skool post
Week 3: Carousel, second LinkedIn post from a different insight

This does two things. It keeps your feed from looking repetitive, and it gives each individual piece room to actually get seen instead of competing with its siblings.

𝗦𝘁𝗲𝗽 𝟴: 𝗣𝘂𝗯𝗹𝗶𝘀𝗵 𝗮𝗻𝗱 𝗧𝗿𝗮𝗰𝗸

Track performance by source, not just by individual post. You want to know which original pieces of content are generating the most repurposed value, not just which single post did well.

Simple tracking sheet columns:

Source content name
Date created
Number of assets generated from it
Total engagement across all derived assets
Best-performing derivative and why

𝗦𝘁𝗲𝗽 𝟵: 𝗙𝗲𝗲𝗱 𝘁𝗵𝗲 𝗗𝗮𝘁𝗮 𝗕𝗮𝗰𝗸 𝗜𝗻𝘁𝗼 𝗬𝗼𝘂𝗿 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗣𝗹𝗮𝗻

Every month, look at your tracking sheet. Which sources generated the most mileage? What made them repurpose well?

Usually it's one of these: a strong contrarian take, a personal story, a clear framework, or a specific number or result. Once you spot the pattern, create more source content that hits those same notes on purpose.

𝗧𝗵𝗲 𝗧𝗼𝗼𝗹 𝗦𝘁𝗮𝗰𝗸 (𝗩𝗲𝗿𝗶𝗳𝘆 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 𝗕𝗲𝗳𝗼𝗿𝗲 𝗬𝗼𝘂 𝗕𝘂𝘆, 𝗧𝗵𝗶𝘀 𝗦𝗽𝗮𝗰𝗲 𝗠𝗼𝘃𝗲𝘀 𝗙𝗮𝘀𝘁)

I'm not going to hand you a random tool list. Here's a lean stack based on what's actually working well right now, by category:

Transcription and extraction: Descript is the standard here. Clean transcripts, easy to pull clips and quotes directly from text.
Video clipping: Opus Clip is built specifically to pull short-form clips out of long video and rank them by how likely they are to perform. Capcut is a good option too.
Automated distribution: Repurpose.io is built for teams handling multiple clients and platforms, and it automates a lot of the resizing and reposting grind once you've got your assets built. Plans start around $32 a month, but confirm current pricing before you commit. If you have GHL social planner it does this too.

One caution here: automation tools are great for distribution, meaning getting a finished piece of content onto multiple platforms. They're not a replacement for Step 4 above. If a tool is auto-generating your captions across every platform with zero editing, you're back to the "copy-paste with extra steps" problem I called out earlier. Use automation for the mechanical parts of the job, not the thinking parts.

𝗪𝗵𝗲𝗿𝗲 𝗔𝗴𝗲𝗻𝗰𝘆 𝗢𝘄𝗻𝗲𝗿𝘀 𝗦𝗰𝗿𝗲𝘄 𝗧𝗵𝗶𝘀 𝗨𝗽

Mistake 1: Treating repurposing as a volume hack instead of a value extraction system. More posts isn't the goal. More relevant, well-matched posts is the goal.

Mistake 2: Skipping the repurposing map and just winging it. Without Step 3, you'll default to whatever's easiest, usually LinkedIn and nothing else, and you'll leave most of the source content's value unused.

Mistake 3: No tracking by source. If you don't know which original pieces generate the most derivative value, you're guessing at what to create next instead of making a data-backed call.

Mistake 4: Letting a VA or tool publish without a brand check. This is how you end up with a feed that sounds like five different people wrote it. Consistency is the whole point of building a recognizable brand.

𝗬𝗼𝘂𝗿 𝗔𝗰𝘁𝗶𝗼𝗻 𝗦𝘁𝗲𝗽 𝗧𝗵𝗶𝘀 𝗪𝗲𝗲𝗸

Pick one piece of source content you already have sitting around, a coaching call recording, a webinar, an old blog post. Doesn't matter, just pick one.

Run it through Steps 1 through 3 only this week. Audit it, extract your insights, build the repurposing map. Don't even worry about writing the actual posts yet.

Drop your repurposing map in the comments below. I want to see what you're working with, and I'll give feedback on whether you're matching the right insight to the right channel.

That's it for this Tactic Tuesday. Go build something.

Content Repurposing Checklist

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Tactic Tuesday: The Content Repurposing SOP