Fall is upon us, and many of us are revisiting some of our scariest faves to get a thrill — The Shining, anyone? 🎃 Yet not many people are talking about what is lowkey the scariest thing of all: spending so much time on one piece of content and then sending it to the graveyard forevermore.

Don't fall into the trap of thinking you have to only create net-new content, forever! It's a genuine marketing nightmare that you can avoid if you know what you should be doing instead with distribution and repurposing. Plus, you probably already have (or are in the process of making) all the content you need to power your distribution and repurposing efforts!

In our first session of The Content Resurrection, Lindsay McGuire, Associate Director of Content & Campaigns at Goldcast, talked with Greg Swan, Senior Content Marketing Manager at ClickUp, and Justin Simon, Founder at Distribution First, about how modern marketers can wake up from the net-new nightmare and start living the dream.

Read on to learn:

• Why are we still so obsessed with creating new content?
• Content distribution best practices
• Repurposing best practices
• Use Goldcast Content Lab to turn each video into tons of content

Lindsay, Greg, and Justin all shared individual workflows they've used within their own companies to nail distribution and repurposing — to see all of the examples, watch the full replay below!

STOP THE NIGHTMARE

So many of us feel stuck on the content treadmill, afraid to get off but also terrified that it's the only way to succeed.

How did we get here?!

Here are some reasons why marketers can become hyper-fixated on new content:

• We're still creating for the ways people found content in the past vs the way folks browse the internet now. Production has become a subconscious metric, and we find ourselves worrying more about quantity than quality (or the "why" behind the content).
• Even if marketers are aware that volume isn't the most important thing, leadership within their companies may have not caught up to that yet. The standard for the company may still be rooted in the old ways.
• It's just become a habit! Many of us started out blogging, and new content was the solution to wanting to rank higher in search and grow visibility. We learned to scale blogs with lots of output, and now we take that mindset everywhere else.
• We think that if we've already talked about something once, everyone's seen it and it's old news. (New flash: Most people have not seen your content, even if they follow you.)
• Creating new content can be fun, and we like feeling productive. Most marketers are creatives at heart, and the work of distribution and repurposing can sometimes feel less traditionally creative than coming up with something new.

As Greg pointed out, "If the only tool you have is a hammer, everything starts to look like a nail." In other words, if our default approach is to think "new new new!" all the time, we'll come up with that as the only consistent solution — even when it's not.

The truth is that creating net-new content all of the time is time-consuming and expensive. There's a better way to do things, and it's time all of us caught up to it.

Let's be real. Most of what we create won't rank on Google — so how can we ensure that people definitely see it?

The answer lies in distribution. When you methodically distribute the content you create, you let go of the need to create shiny new things and free up your time to think more strategically. You're shifting the way you think about content and trying to make sure you get those core messages out to your audience, again and again, without having to create a ton of new assets.

You're also reaching your audience where they hang out, whether that's LinkedIn, YouTube, X, or somewhere else. You want to be on their feed by the time they wake up, log in, and start scrolling. That's how you draw more eyes to your content and get the most value out of your time!

Here are some tips to manage distribution when you don't have a large team to take care of it:

Anything that's worth distributing should have a solid POV behind it. It doesn't matter where you're planning to promote things; you'll need to have a key message in order to stand out against other creators. (And remember: Your content is out there competing with the top content in the world — not just the content your competitors create!)

Sometimes, marketers don't get into content distribution because it seems overwhelming. There's so many options, and all of them have potential returns! TikTok might be just as great of a choice as LinkedIn, but we don't have time to do it all, so we give up before we start.

Create a "content floor" to help with this roadblock. Think about what your minimum viable distribution every single week will be for the channels you choose. Then, stick to it. Your audience will start to look out for a new podcast on Tuesdays or an email newsletter every Saturday.

Narrow in on the channels you can create your content floor on, and get rid of the others for now. You can always scale up from your floor if it turns out you're able to produce more content, but you'll never get there if you don't have a consistent practice in the beginning.

Take a look at a potential distribution workflow and how active you can be across channels:

We've seen that distribution allows us to take one piece of content and feed that into all of our other channels — and repurposing is the way we create those other pieces of content.

When you repurpose a video (whether it's an event video or something else), you're getting the most ROI out of something you've already spent your time creating. You're taking one video and turning that into many different pieces that you then distribute across channels to reach different audiences.

Check out this hypothetical example of how repurposing amplifies ROI:

Wild, right? By repurposing one half-day series, ClickUp can go from $100K in pipeline to doubling that number by creating an evergreen strategy guide afterward, based on the original event series. They're also able to get deeper info on what parts of the videos people are engaging with, which is valuable to know as you create future content.

Don't leave an extra $100K on the table because you think repurposing doesn't matter! Try some of the tips below to get the most out of your repurposing efforts.

Here's where you'll need that distribution plan from earlier. How many times a week do you need content and for what channels? What audience are you trying to reach? This will inform your purpose and the content you choose to repurpose.

Maintaining an organized content library will help you find timely, relevant material to repurpose.

In Content Lab, we've just released a brand new AI Search feature that allows you to easily search across your entire content library. That means when you're looking for a video clip to go along with a certain topic, all you have to do is type that search term into the search bar in Content Lab, and you'll get all of the relevant clips to choose from!

Goldcast doesn't just host engaging events — our Content Lab technology allows you to take any video and speedily repurpose it into blogs, email campaigns, social posts, and more. No more toggling between tabs to manage everything; Goldcast keeps all of your event-related materials in one central platform!

Whenever possible, templatize your workflows and save them. Think about the steps that are required throughout your process, as well as the stakeholders who are involved, and figure out what tools might help you automate or streamline to save time and boost efficiency.

Make sure to include your larger team and even people from other departments in some of your brainstorming sessions. The folks who are really living in those channels — for example, if you have social media specialists, they're living and breathing social all day — can help you better understand your repurposing and distribution opportunities.

Every video in your content library is a treasure trove of untapped content. Take a look at the repurposing workflow below to see how that single video can become helpful guides, timely blogs, social posts, email campaigns, and more!

Plus, with the help of AI, it takes just a few moments to build out those assets, freeing you up to focus on bigger decisions — like figuring out what your "content floor" will be, choosing distribution channels, etc.

Content Lab is free to use for everyone; if you're not signed up already, give it a try below and see firsthand how you can easily fuel your content strategy!

TRY CONTENT LAB