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Once you know what to post and how often, the next step is making it do more. Because you’re busy, your team’s busy, and no one’s got time to reinvent the content wheel every week.
This is where repurposing comes in.
And no, I don’t mean copying and pasting the same thing on every platform.
I’m talking about taking what you already have (the stuff you’ve written, said, or shared) and giving it new life.
If you’ve missed the earlier parts of the series, you can catch up here:
- What actually works on social media marketing for B2B
- Content ideas for B2B social media
- How often should B2B businesses post (and where)?
Now it’s time to take everything you’ve already created and make it work harder – so you can stay visible without always creating something new.
You don’t need to start from scratch
There’s no rule that says every social media post has to be brand new. If you’ve written a blog, created a resource, or sent a useful client email – you already have content ready to go.
For example, say you’ve written a blog that explains your onboarding process. That one blog could turn into a short post about the first step in that process. Then another post with a quick tip on what new clients can do to be prepared. Then something lighter like a photo of your team welcoming a new client. And maybe a follow-up post linking back to the original blog.
That’s four posts from one blog. No extra content needed, just a few small tweaks.
Repurposing saves time, keeps your message consistent, and helps you show up regularly without having to start from scratch every time.
Use themes to stay consistent
If you’ve ever sat down to create a post and drawn a blank, working with content pillars can help. Content pillars are key topics your business talks about regularly – and they make content planning so much easier.
Instead of trying to come up with something completely different each week, you can rotate between a few core themes – like client tips, behind-the-scenes moments, commonly asked questions, or examples of how you help.
For example, you might share something educational one week, then something more personal or process-related the next. Then a story from a recent client job, and a reminder about what you do. That’s a month of content without having to start from scratch.
If you’re not sure what your content pillars are, I break it down here.
Pillars give you structure, save time, and take the pressure off trying to be creative every time you post.
Break up long-form content
Blogs, emails, and guides often have multiple sections or insights in them, which means they’re perfect for stretching into short-form content.
For example, if you’ve sent a quarterly client newsletter with three main points in it, those three points can each become their own post. You don’t even need to reword much. Just lift the key insight, adjust it slightly for social, and you’re done.
Same goes for FAQs on your website, internal processes, or client resources. You’ve already said it once. Say it again, (and again, and again), just in a different format.
Not every post has to be new
Your ideal clients aren’t seeing every post you share. In fact, according to SocialStaus insights, the average global reach for organic Facebook posts is usually between 1-2%.
So don’t be afraid to reuse the same message, especially if it’s something important.
For example, if you’ve got a core message about how your business saves clients time, that can be shared every few months in different ways: a story, a tip, a reminder, a quote from a client, a visual. It’s the same idea, just rotated through a different lens.
A great recurring post to use is an appreciation post. A public thank you or acknowledgement to your clients. It gives them the warm and fuzzies and reinforces they made the right decision in choosing to do business with you.
So, repetition helps reinforce your message. And consistency makes it more likely to stick.
Keep a running list of content ideas
One of the easiest ways to make content creation less painful is to capture ideas as they happen. That way, you’re not relying on your memory or scrambling for inspiration later.
For example, if a client asks a question in a meeting, then jot it down. If your team solves a problem in a smarter way, then write that down too. If someone says “we should post about this”, don’t just agree… note it… and DO IT.
These everyday moments are where your best content lives.
Making the most of what you already have
You don’t need to create more content. You just need to use what you already have more effectively.
And if you’ve been doing this on and off but still feel like you’re always behind, I get it. This stuff takes time and headspace that you might not have right now.
If you’d rather hand it over, I can help. Your content can still happen consistently. Just without you having to do it all. Let’s talk.
