the content you need already exists
As a marketer, are you tired? You should be.
You’re being constantly asked to:
Post more on social
Send more emails
Tell more stories
Show more impact
The default response? Create more new content.
More posts. More graphics. More videos. More everything.
But here’s the mic drop:
You don’t need more content. At least not right now.
You’re Sitting on a Untapped Goldmine
Think about the last event, program, or campaign your organization ran.
You probably:
Took photos
Wrote an email
Maybe grabbed some video
Created a blog post and/or event/program recap
…and then moved on.
That’s not a content strategy. That’s a one-time use.
Every meaningful moment can and should generate multiple touchpoints.
Turn One Story Into Multiple Pieces of Content
Let’s get started.
One program or event highlight could become:
1 email recap
3-5 social posts (photos, quotes, anecdotes)
1 short-form video or Reel
1 donor-facing impact story
1 website update or blog post
2-3 pull quotes for future use
1 testimonial angled towards engagement or giving
Same foundational concept. Different formats. Different audiences.
You don’t need more ideas. You need a system.
Stop Creating from Scratch (Over and Over Again)
Instead of asking:
“What should we post this week?”
Start asking:
“What do we already have that we haven’t fully used?”
Creating from scratch is expensive, both in time and resources, because it:
Takes more time
Requires more approvals
Can lead to inconsistent positioning
Additionally, just because you shared something once doesn’t mean your audience saw it.
Repurposing, on the other hand:
Reinforces your message
Saves time
Improves performance (people need repetition)
The goal isn’t to say something new every time, it’s to make sure your most important messages are actually heard.
Build a Simple System
Your workflow doesn’t need to be complicated.
1. Identify your key messages and accompanying content.
Each month (you can also start with 2x/month), ask:
What are the 2-3 stories that matter most? Here’s your anchor.
2. Map each story across channels.
Make sure that you are adapting content appropriately, e.g. an emotional highlight over video, an evergreen version for website.
3. Determine how to use AI for this work.
AI can help you:
Turn a blog into social captions
Pull key quotes from a transcript
Draft variations for different audiences
This copy/content still needs your voice and discretion. No copy/pasting.
4. Schedule content in batches.
You should not be taking time each day to create and post content.
Pick a cadence that works for you and your team to create, edit, and schedule a week’s, two weeks, or a month’s worth of content. You can also start weekly and work your way to monthly once you are in a groove.
Repurposing isn’t about doing less. It’s maximizing what you already have and working smarter.
The organizations that win right now aren’t the ones creating the most content. They’re the ones using their content the most effectively.
