Do More with Less: The Art of Repurposing Content

Chapters

Who is speaking

Andrew J. Coate B

Webinar overview

Kapost’s Andrew J. Coate explains why 70-80% of B2B content goes unused and introduces the “content pillar” approach: starting with one big idea and deliberately breaking it into many smaller, distinct assets, so marketers can produce more content without reinventing the wheel or worrying about audience burnout.

Too many scattered content goals lead to disorganized “random acts of content” — aligning teams around a single content pillar drove Five9 to 4x the leads and 3x the closed deals of their prior campaign.
A single big asset (like an ebook) can spin off many smaller, purpose-built pieces — infographics, slideshares, blog posts, social snippets — each with a distinct angle but tied back to the same core idea.
Audiences won’t get tired of repurposed content because reach is naturally limited: on average, only a small fraction of followers ever see any single post, so varied framing of the same topic reaches different people at different times.
Plan for repurposing from the start of a campaign rather than after the fact — mapping out how one idea will become multiple assets up front is far easier than retrofitting existing content into new formats later.

Your speakers

Andrew J. Coate

Senior Community & Content Manager, Kapost

Andrew J. Coate is Co-Founder of The Argo, a 700-capacity music venue, lounge, and event space in Milwaukee, Wisconsin, and brings 20+ years of experience across events, marketing, and operations. His background spans event planning and promotion, digital advertising, and go-to-market strategy for SMB and enterprise advertisers.

Frequently Asked Questions

When repurposing content, how do you avoid SEO penalties like Google's Panda update for duplicate content?

Repurposing isn't about copying and pasting the same words — it's about rewriting and rephrasing the same underlying idea in genuinely different ways each time, so the content itself stays unique even as the topic repeats.

How do you repurpose content in the other direction — aggregating existing owned content into new formats like blog posts or ebooks?

It's harder but absolutely works: a smaller piece like a blog post can grow into a series, then an ebook, then a podcast or webinar, and guest posts from other publications linking back to your original asset are another effective way to build in that direction.

If content is mostly product-focused and doesn't have a clear buyer persona, what should a regional field marketing team do?

Start by defining the buyer persona, then reframe product features around the customer needs they solve — write about the problem first from a thought-leadership angle, and let the call to action naturally lead back to the product rather than opening with a sales pitch.

To what extent should you use LinkedIn for repurposed content, and how do you choose between options like Pulse articles, sponsored posts, and groups?

It depends on the goal — paid promotion suits content backed by strong targeting data, while rewriting and republishing ideas as LinkedIn Pulse articles works well for organic reach — so choose the tool based on whether you're optimizing for leads, traffic, or another specific initiative.

What basic content channels should a company with no social media presence yet focus on?

Start across LinkedIn, Facebook, Twitter, and Google with a consistent strategy adapted to each platform, then double down on whichever channels actually show engagement and results for your specific audience, since the right mix varies company to company.