Every few months (which just happens to coincide with the looming “TikTok ban” discussions), I see a ton of discourse on diversifying your content channels.

The message is always the same: don’t put all of your eggs in one basket because you’re essentially building on “rented” land.

I completely agree with this advice—but it shouldn’t be treated as crisis management. Instead, this approach should be integrated into your content strategy from day one. Since you’re already creating valuable content, why not maximize its impact by strategically distributing it across multiple platforms?

When I talk about distributing content across platforms, here’s the two ways to approach it: repurposing and reposting. Understanding the difference between these two methods will help you develop a more efficient content strategy without doubling your workload.

Reposting

This is where you take that exact piece of content and publish it on a different platform—like taking a TikTok video and posting it onto Reels. You’re not adjusting the content itself, just changing where it lives (and of course, removing any platform watermarks for a cleaner look).

Repurposing

On the other hand, this involves taking the core topic or message from your content and adapting it to fit a different medium. For instance, you might transform insights from a lengthy YouTube video into an engaging Instagram carousel that your audience can quickly scroll through.

In my experience working with business owners, burnout most commonly stems from creating too much content, too frequently, across too many platforms. The solution isn’t working harder, it’s working more strategically.

Here’s how to set yourself up for success: choose one short-form platform and one long-form platform to focus on and then repurpose from there. The biggest breakthrough I had was when I realized I could create content once and thoughtfully adapt it across multiple channels, rather than starting from scratch each time.

Want to steal my entire content strategy, I share it in this week’s video…