Something has been stuck on my mind this week: how to show businesses that investing in content is fruitful when you do it well.
You see, there’s a common thread in onboarding calls. Business owners feel they produce plenty of content, but it never does very well. They believe their message is right, but it isn’t being heard.
Maybe it’s the algorithm; maybe they just need more, more, more.
As a result, they’re tempted to massively scale up content production to see if that helps. Queue their call to me.
“We need more content and don’t have the time to produce it.”
Now, if I were unscrupulous, I could sit there and agree, after all, more content for you equals more work for me. But that’s a great disservice.
The chances are you’ve fallen into one of two camps. You either:
Post and run, meaning your nicely crafted lead-magnet, landing page or blog never really sees the light of day
Or you hammer out the same marketing materials and copy that didn’t bring in your audience, in hopes it’ll do it better next time.
As a strategy, it simply isn’t working.
Now, of course, I’m assuming that you have a great piece of owned content to start with. And something to say that lands with your audience. Let’s say you have. Here’s what you should be doing instead.
One of the most overlooked content hacks is repurposing.
Making more from what you already have.
The same message, but in different formats or modes of delivery.
Why Repurposing Works
Depending on your offering and sometimes, even the audience you are selling to, your potential clients may need three things to find the right information to nurture them into a next step:
To find and hear your message when they are ready to understand and connect with it
To see a message multiple times, in different ways, to understand and connect with it
To actually see your message in their feeds in the first place
Here’s an example.
Let’s say you sell jewellery on Etsy.
According to Insight Agent, jewellery is one of Etsy’s top-performing categories, accounting for 18-22% of marketplace sales in 2026. With 8-12% yoy growth, the category has over 1.2 million shops (almost a quarter of Etsy’s global active seller base) vying for buyers’ attention. It’s safe to imagine a fair few of these will be indirect and direct competitors.
That means that it’s incredibly important to market your wares outside of Etsy. Good SEO on the platform itself will only get you so far. What you need is a following. A group of people who get excited about what you produce and ultimately are ready to buy.
Let’s say you’ve developed a new collection.
Most business owners will post about it once or twice, then move on to a new topic.
But successful sellers post about their collections again and again in reimagined ways. That gets them engagement, and it also gets them clicks. Why? Because they are constantly reminding buyers there’s something to buy.
Let’s drop another knowledge bomb into the mix.
Social stats worth remembering:
On Instagram, 3% to 6% of your followers see an organic post
Facebook Pages, it’s about 1% to 2%
LinkedIn Company Pages: 1.5% to 2%
And on TikTok: 3 to 15% (depending on your engagement rate)
Now, these numbers change a bit, but generally, what it tells us is that only a fraction of your subscribed following gets served your content in their social feeds.
That’s a fraction of people who wanted to see your content actually get to see it.
That’s before they decide whether to engage with it or whether it’s even designed for them.
And then from that fraction, you have to hope they are either paying attention or don’t get sidetracked by someone else’s content.
Your message reach is a fraction of a fraction of a fraction.
By switching your budget and focus from endless new content to a repurposing tactic, you’d be much better placed to raise awareness and interest in your new collection.
[Here’s another example where I show you how to potentially repurpose an insight report. Worth looking at even if you are a B2C jewellery maker, because socials isn’t the only place where you can repurpose the same information various times.]
Repurposing Can Also Save Budget, Which Leaves More Cash to Invest in Reach
A lot of what I do in copy and content creation is research and ideation. Working out what message needs to be promoted and how/where we want it to land. This costs time and money.
Then there are approval processes. These take time and money, too.
However, if I repurpose a strong piece of existing content that’s set up right, the research, ideation and approval cost is a smaller percentage of what it would otherwise be. I talked about this in an earlier blog post. You can use those savings to protect your budget or invest in more reach (paid or organic).
So if you want to use my services to scale up content production, my first onboarding question is: what assets do we have to repurpose?
I hope that helps.
If you’d like to chat about how repurposing might work for you, drop me a line.
Sara x
