Content Repurposing

Content Repurposing

Turn one pillar into a week or more of distribution. The expensive work — the research, the argument, the data — already happened; repurposing is how you get ten times the return on it. The move is to atomize the pillar into its reusable units, then adapt each one to how a given channel is actually read — not to paste the same paragraph everywhere. Every derivative makes one point, links back to the pillar, and reuses only what the source really says.

When to use

The user has a substantial asset — a report, a long blog post, a webinar, a case study, a data study — and needs to get a full slate of social, email, and short-form pieces out of it without writing everything from scratch.

Before you start

1. Read the brand/product context (.agents/product-marketing.md / .agents/aaj-brand.md) for voice, ICP, and CTA.
2. Have the pillar in front of you. Repurposing is extraction, not invention — you can only atomize what's actually there.
3. Know the channels and the goal. Which platforms, and what each piece is for (traffic to the pillar, booked calls, list growth).
4. The no-fabrication rule is non-negotiable. Every statistic, quote, and claim in a derivative must come from the pillar or a source the pillar cites. Never sharpen a post by inventing a number — if it isn't in the source, it doesn't go in the derivative.

Workflow

1. Inventory the reusable units. Pull from the pillar: the core thesis (one sentence), the key stats (with their sources), the strongest quotes / lines, the frameworks and lists, the counterintuitive claims, and any charts/visuals. This inventory is your raw material — nothing downstream comes from anywhere else.
2. Map units to formats. Match each unit to what it suits: core thesis → carousel, thread, newsletter lead; a single striking stat → stat card, hook post; a framework/list → carousel or thread; a strong line → quote graphic or standalone post; the "how" → short how-to post or video script.
3. Adapt to each channel using resources/repurposing-templates.md. Each format has its own hook, structure, length, and CTA — draft to the template, don't copy-paste the pillar's prose. (Channel specifics below.)
4. Sequence over time. Don't dump everything at once — space the derivatives across one to two-plus weeks, lead with the strongest hook, and hold some for later. Each piece links back to the pillar so distribution compounds the canonical page's traffic and authority.
5. Layer GEO. Hand the pillar and its derivatives to geo-content-optimization — restating the pillar's real stats, quotes, and citations across the web reinforces its authority and its AI-citation odds (quotes, statistics, and citations are the signals that move the needle).

Channel playbook

• LinkedIn carousel (PDF/doc, 6–10 slides): slide 1 is the scroll-stopper (the boldest stat or the contrarian claim, large); middle slides make one point each and stay skimmable; the penultimate slide is the takeaway; the last is the CTA. Upload the PDF natively as a document. Re-upload to the personal profile rather than resharing from the company page, and leave 24–48 hours between the company and personal posts.
• X / Twitter thread: tweet 1 is the hook (a bold number or claim, no link); each following tweet makes one point with its data or example; the final tweet is the takeaway plus the link. For newer accounts, threads tend to outperform carousels on X.
• LinkedIn text post: the first one or two lines must hook before the "…more" fold; keep the body to a single insight with short lines and whitespace; end on a question or soft CTA.
• Newsletter blurb: the subject/preview line is the hook; the body delivers the one insight in a few sentences and why it matters; link to the pillar.
• Stat card (single image): one striking number, a one-line point of view, and the source — the format AAJ uses for data clusters.
• Short-form video / reel script: land the hook in the first three seconds (number or claim on screen and spoken), deliver one insight, end on a CTA.
• Quote graphic: one strong line from the pillar with attribution.

Present the result

Deliver the unit inventory, then the drafted derivatives — a carousel outline with slide copy, a full thread, two or three posts, a newsletter blurb, and stat-card lines — and a sequencing calendar showing what posts where and when, each linking back to the pillar.

Guardrails & common mistakes

• Reuse, never invent. Every stat and quote traces to the source; no number gets added for punch.
• One idea per piece. A derivative makes a single point — it is not a summary of the whole pillar.
• Adapt, don't paste. Rewrite for each channel's native format and hook; the same block of text everywhere reads as spam and performs like it.
• Always link back. Each derivative points to the pillar — that's what turns distribution into compounding traffic and authority.
• Upload native. Especially LinkedIn carousels — native documents beat link-outs and reshares.
• Space the cadence. Don't burn every derivative in a day; a paced rollout keeps the pillar alive for weeks.
• Keep the attribution. Stat cards and quote graphics carry their source; it's what makes them credible and citable.

Related AAJ resources

• Social composer: https://aajconsult.com/tools/social-studio
• Content calendar: https://aajconsult.com/tools/content-calendar-template

Related skills

content-calendar-planning (where the pillar and its repurposing flow are scheduled) · geo-content-optimization (make the pillar and derivatives citable) · positioning-statement (the message every derivative must stay true to).

Credits

Original AAJ skill, reflecting AAJ's core-asset-to-social repurposing system. The Agent Skills format and Corey Haines' coreyhaines31/marketingskills (MIT) were references for structure and coverage; this skill is independently written. See the repository README.