The Art and Strategy of Effective Content Repurposing

01/30/25 • 62 min

In this episode, we're diving into the art and science of content repurposing with some of the sharpest minds in the industry. Ross Simmonds, Anna Furmanov, and Emily Kramer join Riverside webinar host Kendall to break down their proven strategies for content repurposing, from leveraging AI tools to audience research techniques that fuel meaningful engagement. Whether you're trying to grow your audience, sell a product, or simply maximize your content's lifespan, these actionable insights will transform how you think about repurposing. Packed with practical examples, tech hacks, and processes, this episode is your blueprint for creating versatile, high-impact content.

Key Takeaways and Insights:

1. What is Content Repurposing?

Redefining repurposing versus creating new.
The importance of building versatile content assets that can branch into multiple formats.
The foundation for long-term audience engagement.

2. Identifying Your Content Foundation:

Ross Simmonds explains his go-to strategies for using micro-content as foundational material.
Anna shares why podcasting became her primary content pillar and her secret for capturing "aha" moments during recording.
Emily breaks down her colorful methods for extracting and extending the life of one big content idea.

3. Practical Steps to Get Started:

How pre-planning and distribution pipelines ensure maximum reach.
Emily’s "GACCS Brief" method for organized content creation: Goals, Audience, Creative, Channels, Stakeholders.

4. The Tech Tools That Power Repurposing:

Ross shares his full tech stack: Riverside for recording, Canva for infographics, Jasper for creating auxiliary content, and more.
AI in action: Learn about synthetic content using Haygen and 11 Labs.
Try Emily's innovative pre-planning LinkedIn poll strategy to build anticipation for big launches.

5. Finding and Understanding Your Audience:

Why audience insights and customer research are key to creating meaningful content.
Fill your content roadmap with Ross’s Reddit and Facebook group mining tactics.
Anna's advice for hosting audience calls and surveys.

6. Experimentation & Optimization for Different Platforms:

Why each platform deserves unique formats.
From long newsletters to TikTok teasers—the diverse distribution playbook.

7. Content ROI: Evaluating Success & Staying Relevant:

Why evergreen content is a goldmine, and how to audit your archives for reusability.
Ross’s case study of repurposing content across multiple formats consistently over three years.

Resources and Links Mentioned:

Riverside.fm – Mark clips while you record and effortlessly create social-ready video highlights.
ElevenLabs – Explore synthetic videos and voice cloning for micro-content creation.
Canva - Easily design infographics, templates, and visual assets.
BuzzSumo – Analyze top-performing content for insights into trends and format ideas.

— 👋🏾 Let's stay connected —

╰ Subscribe to my channel: @RossSimmondsTV

╰ Instagram: @thecoolestcool

╰ Twitter / X: @thecoolestcool

╰ LinkedIn: linkedin.com/in/rosssimmonds

Key Takeaways and Insights:

1. What is Content Repurposing?

Redefining repurposing versus creating new.
The importance of building versatile content assets that can branch into multiple formats.
The foundation for long-term audience engagement.

2. Identifying Your Content Foundation:

Ross Simmonds explains his go-to strategies for using micro-content as foundational material.
Anna shares why podcasting became her primary content pillar and her secret for capturing "aha" moments during recording.
Emily breaks down her colorful methods for extracting and extending the life of one big content idea.

3. Practical Steps to Get Started:

How pre-planning and distribution pipelines ensure maximum reach.
Emily’s "GACCS Brief" method for organized content creation: Goals, Audience, Creative, Channels, Stakeholders.

4. The Tech Tools That Power Repurposing:

Ross shares his full tech stack: Riverside for recording, Canva for infographics, Jasper for creating auxiliary content, and more.
AI in action: Learn about synthetic content using Haygen and 11 Labs.
Try Emily's innovative pre-planning LinkedIn poll strategy to build anticipation for big launches.

5. Finding and Understanding Your Audience:

Why audience insights and customer research are key to creating meaningful content.
Fill your content roadmap with Ross’s Reddit and Facebook group mining tactics.
Anna's advice for hosting audience calls and surveys.

6. Experimentation & Optimization for Different Platforms:

Why each platform deserves unique formats.
From long newsletters to TikTok teasers—the diverse distribution playbook.

7. Content ROI: Evaluating Success & Staying Relevant:

Why evergreen content is a goldmine, and how to audit your archives for reusability.
Ross’s case study of repurposing content across multiple formats consistently over three years.

Resources and Links Mentioned:

Riverside.fm – Mark clips while you record and effortlessly create social-ready video highlights.
ElevenLabs – Explore synthetic videos and voice cloning for micro-content creation.
Canva - Easily design infographics, templates, and visual assets.
BuzzSumo – Analyze top-performing content for insights into trends and format ideas.

— 👋🏾 Let's stay connected —

╰ Subscribe to my channel: @RossSimmondsTV

╰ Instagram: @thecoolestcool

╰ Twitter / X: @thecoolestcool

╰ LinkedIn: linkedin.com/in/rosssimmonds

Previous Episode

The Power of Publishing Research: SEO, AI, and Marketing Insights

In this episode of Create Like The Greats, we dive into why publishing research can be a game-changer, especially for those in AI, marketing, and SEO. The host uncovers how leveraging research-driven content can generate buzz, backlinks, and unmatched visibility for brands. Using examples from industry leaders like Google DeepMind and NVIDIA, this episode provides actionable steps to create, repurpose, and distribute impactful research. If you're ready to learn how research can transform your marketing strategies and build authority in your field, this is a must-listen!

Key Takeaways and Insights:

1. The Rise of AI and Its Impact Across Industries (02:00)

AI is influencing professions beyond marketing, including healthcare, education, and law.
Google Trends data highlights an 8X increase in searches for AI research over the last four years.
Online communities like Reddit’s r/Futurology and Artificial Intelligence have seen significant growth since 2022.

2. Why Research-Driven Content Matters (10:42)

Major companies like Google and NVIDIA are publishing groundbreaking AI research to generate links, press mentions, and authority.
Google’s AI research hubs (Google Research and DeepMind) showcase the power of free, accessible industry data.
Example: Google DeepMind has journal articles with over 500-2,000 referring domains, driving backlinks, traffic, and credibility.

3. Different Types of Research-Driven Content

Proprietary Research: Conduct in-depth studies with your team or academics to develop unique insights.
Repurposing Data: Don’t let research sit idle in PDFs—turn it into blog posts, LinkedIn infographics, social media videos, and more.
Curated Research: Take existing industry studies or journals and reframe them for broader audiences in your niche.

4. Case Study: Unlocking Engagement Through Simplified Research

Example: A blog post combining coffee productivity studies with up-tempo music research led to a viral response.
Translating complex journals into relatable concepts amplifies visibility and audience resonance.

5. The SEO and Brand Visibility Advantages

Research publications draw backlinks from reputable sources (e.g., Microsoft, universities) and are frequently cited in blogs and press.
Example: DeepMind’s journals generate massive referral traffic due to their accessibility and simplicity.
Insights from Stanford’s AI Index: The number of AI research articles tripled from 2010 to 2022.

6. Pro Tips for Distributing Research Findings

Distribute research summaries via subreddit communities, LinkedIn posts, and news outlets.
Convert large datasets into visual aids like charts, infographics, and videos to maximize distribution potential.
Leverage PR strategies by pitching your findings to publications and blogs for additional reach.

Actionable Advice for Creating Research-Driven Content

Create Research: Invest in proprietary studies, user surveys, or experiments in your niche.
Repurpose Content: Tailor findings into blog posts, social media visuals, and bite-sized infographics for different platforms.
Collaborate: Partner with academics or industry experts to co-create compelling research studies.
Translate Research: Simplify complex academic papers into relatable and engaging content for non-technical audiences.
Pitch Your Study: Reach out to journalists, bloggers, and influencers who may amplify and share your findings.

Resources and Links Mentioned:

Google Research – Explore Google’s latest AI publications and studies.
DeepMind Research – Access over 183 AI-focused journal articles.
Stanford AI Index 2024 – Annual report on AI trends and insights.
Tool Mentioned: Distribution.ai – Automate your content distribution processes.
Related Subreddits:
r/Futurology
r/ArtificialIntelligence

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Next Episode

100 Content Marketing Tips You Can Steal Today

In this episode of Create Like the Greats, instead of breaking down top SaaS and business strategies, Ross is going tactical—real tactical. You're getting 100 practical content marketing tips, tools, and strategies that you can implement starting today. This is an episode to bookmark, return to, and share with your team. Whether you're a beginner or an expert, these insights will help you level up your content game.

Key Takeaways & Topics Covered

Develop a Content Marketing Strategy

Set clear goals, audience personas, and distribution plans.
Review and adjust your strategy quarterly.
Align your strategy with your organization’s goals to maintain focus.

Leverage AI to Streamline Content Creation

Use tools like Frase, ContentShake (SEMrush), and Jasper for SEO research and content optimization.
Automate SERP analysis and keyword research.
Utilize Distribution.ai and HubSpot for content distribution.

Quality Over Quantity

Stand out with highly unscalable content—create work that AI can't easily replicate.
Seth Godin’s wisdom: "Remarkable content is content worth making a remark about."
Challenge your team—how can this content be even better?

Optimize for Generative Engine Optimization (GEO)

Prepare for the era of AI-driven search, voice assistants, and chat-based search engines.
Learn about GEO best practices in this article on Foundation Inc.

The Double-E-E-A-T Strategy

Experience, Expertise, Authority, and Trustworthiness (E-E-A-T).
Ground content in your unique expertise—not just rehashed insights.
Share real-world examples and case studies.

Repurpose and Distribute Your Content

Adopt a Create Once, Distribute Forever mindset.
Reuse past high-performing content across channels.
Study Disney’s content repurposing for inspiration.

Use Video to Build Trust

Video is the last frontier of AI—people trust authentic video more than AI-generated text.
Leverage tools like Loom, Descript, and HeyGen.
Check out Cut30 for short-form video best practices.

Content Personalization & Engagement

AI-powered personalization through tools like Singulate and HubSpot.
Engage consistently on social media—don't just post and ghost.
Build email lists to avoid reliance on social media platforms.

SEO is Still Alive—Ignore the Naysayers

Despite what some say, Google isn't going anywhere anytime soon.
SEO techniques still apply to AI-driven search models like ChatGPT and Perplexity.
Implement pillar content and topic clusters to thrive in 2030 and beyond.