The Value of a Content Repurposing Strategy: Lessons from a Multi-Network Experiment

Diversifying your content strategy can feel like a leap of faith. Yet, when LinkedIn’s™ organic reach took a hit, many creators found themselves scrambling to expand their digital footprint. I decided to take a calculated approach: leverage existing content to experiment with a multi-network strategy. The results? Fascinating, to say the least.

Here’s what happened and what it means for you.

Why Diversify Your Channels?

When LinkedIn’s™ algorithm changes, creators often feel the pinch. “Diversify your channels!” became the rallying cry. For me, this shift wasn’t about chasing reach—it was about creating more touchpoints. Think of it as setting up mini welcome signs across the web, each pointing back to my core message.

To test this approach, I repurposed content and revived dormant platforms. I even dusted off some accounts I’d long ignored: Pinterest, Facebook, YouTube, Instagram, and TikTok. Additionally, I launched new profiles on Threads and Bluesky Social and revitalized my homepage. The idea was simple: expand without exhausting myself.

A 20-Year History of Experimentation

I’ve been experimenting with multi-channel marketing long before LinkedIn™ became the go-to platform for professionals:

• Email newsletters: My first one launched two decades ago.
• Early social media: My Twitter and Instagram accounts hit 100,000 followers before I shifted my focus to LinkedIn™.

However, I’ve learned that maintaining a vibrant community across platforms takes time. This is why I’ve embraced repurposing: one piece of content, multiple formats, and platforms.

Enter “Rick’s Social Rider,” my CustomGPT tool that transforms LinkedIn™ posts into platform-ready content. The process is seamless, efficient, and—best of all—it works.

The Data: Surprising Follower Growth

Despite minimal promotional efforts, each platform saw some growth. Here’s the breakdown:

• Threads (6 months): 188 followers (1.03/day)
• TikTok (3 months): 79 followers (0.65/day)
• Bluesky (4 months): 7 followers (0.08/day)
• LinkedIn™ Doggie Page (24 hours): 5 followers (5.0/day)

Side note: Each TikTok video garners 670–820 views, proving engagement doesn’t always correlate with followers.

What I Learned

1. Consistency Beats Complexity: By investing just 25 minutes daily, I can distribute content across multiple platforms, from my homepage to TikTok.
2. Each Platform Has Its Quirks: For example, TikTok videos consistently rack up views, but follower growth is slow. Threads, on the other hand, offers a steady trickle of new followers with minimal effort.
3. Focus on Small Wins: Not every platform will explode with activity, but small daily actions compound over time.

Practical Takeaways for Marketers

If you’re considering a multi-platform strategy, start small:

• Repurpose, Don’t Reinvent: A single LinkedIn™ post can fuel content for at least five other platforms.
• Use Automation Wisely: Tools like “Rick’s Social Rider” can save hours of manual effort.
• Track Your Results: Numbers tell a story. Even slow growth can validate your efforts.

Experimenting with new platforms isn’t about instant gratification. It’s about planting seeds and seeing which gardens grow.

Final Thoughts

As platforms evolve and algorithms shift, content repurposing becomes a critical strategy for staying visible. Diversify, but don’t spread yourself too thin. Repurpose content strategically, focus on touchpoints, and let your audience discover you where they feel most comfortable.

Stay tuned for my next deep dive: “AI vs. Google—Who Wins the Search Battle?”