Good Content with Shannon McKinstrie: Episode Summary

Episode Title: Repurpose Your Content for More Impact with Less Effort
Release Date: April 15, 2025
Host: Shannon McKinstrie

Shannon McKinstrie delves into the art and science of repurposing content to maximize its impact while minimizing the effort required. In this episode, she shares actionable strategies, insightful examples, and her personal experiences to help listeners streamline their content creation process across multiple social media platforms.

1. Understanding Repurposing vs. Reposting

Shannon begins by clarifying the difference between repurposing and reposting.

• Repurposing involves transforming existing content into various formats tailored to different platforms. For instance, turning an Instagram carousel into a talk-to-camera script for TikTok or an email newsletter.

• Reposting is merely sharing the same content again without significant modifications, which doesn't guarantee renewed engagement or virality.

“Repurposing is not reposting. When I say repurposing, I mean taking one piece of content and transforming it into multiple formats.”
— Shannon McKinstrie [02:00]

2. Platform-Specific Content Strategies

Shannon emphasizes the importance of tailoring content to each platform's unique audience and format requirements.

LinkedIn

• Purpose: Acts as a virtual networking event.
• Content Type: Insights, hot takes, industry rants.
• Example: Sharing hot takes about the social media industry or discussing the undervaluation of social media managers.

“On LinkedIn, I use it as a sounding board to kind of complain sometimes about our industry... Everyone loves a hot take, right?”
— Shannon McKinstrie [04:10]

TikTok

• Purpose: A playground for experimentation without attachment to outcomes.
• Content Type: Unstructured, spontaneous videos targeting marketers.
• Example: Turning LinkedIn rants into TikTok videos using simple B-roll and trending audio.

“TikTok is my playground. I just throw stuff out because I'm not attached to the outcome...”
— Shannon McKinstrie [05:45]

Instagram

• Purpose: Catering to a different audience than LinkedIn, focusing on engagement.
• Content Type: Carousels, reels, and stories.
• Example: Repurposing successful TikToks into Instagram reels or carousel posts.

“My LinkedIn and TikTok audience are very similar, but my Instagram audience is very different. So, I repurpose accordingly.”
— Shannon McKinstrie [06:30]

Threads

• Purpose: Quick sharing of thoughts, opinions, or hot takes.
• Content Type: Short text-based posts.
• Example: Sharing a thread and then transforming it into an Instagram reel or an email.

“If it does well on Threads, I take that thread and throw the text over some B-roll with trending audio...”
— Shannon McKinstrie [07:50]

3. Practical Examples of Repurposing

Shannon provides concrete examples of how to effectively repurpose content across different platforms:

Example 1: Carousel to Reel

• Original Content: Instagram carousel titled "The Three Instagram Stories You Need to Post Every Day."
• Repurposed Content: Turn the carousel into a talk-to-camera TikTok reel, using the carousel's script as the spoken content and overlaying the original hook.

“A carousel post can be transformed into a reel by using the same script and adding a talk-to-camera element.”
— Shannon McKinstrie [10:15]

Example 2: B-Roll to Voiceover

• Original Content: A video showcasing a historic diner with overlay text.
• Repurposed Content: Use the same B-roll footage but add a voiceover narrating the experience.

“If the original content was B-roll with text, the repurposed version could include a voiceover to add depth.”
— Shannon McKinstrie [12:40]

Example 3: Reused Scripts for Multiple Formats

• Original Content: A viral reel with specific tips.
• Repurposed Content: Convert the reel's script into an Instagram carousel, a TikTok video, and a detailed email newsletter.

“By taking the script from a successful reel, you can create multiple pieces of content across different platforms.”
— Shannon McKinstrie [14:05]

4. Maximizing Efficiency with Tools and Techniques

Shannon highlights the efficiency gains from repurposing content, allowing creators to:

• Save hours every week by reducing the need to create new content from scratch.
• Maintain consistent messaging across platforms, enhancing brand familiarity and recognition.

She also mentions tools like Flanks, an engagement rate calculator, to evaluate content performance.

“With repurposing, you can generate multiple content pieces from a single idea, significantly reducing the time spent on content creation.”
— Shannon McKinstrie [16:20]

5. Shannon’s Personal Workflow

Shannon shares her personal approach to repurposing:

1. Initial Creation: Post content on a primary platform like Threads.
2. Secondary Transformation: Repurpose the Threads content into an Instagram reel or carousel.
3. Future Applications: Use the same content for newsletters, blog posts, or future social media updates.

“Today, I shared a thread that did well. I repurposed it into a reel, and soon it became the basis for an email and a blog post.”
— Shannon McKinstrie [18:50]

6. Case Studies: Repurposing Across Industries

Shannon examines viral content from various industries and demonstrates how to repurpose it effectively:

• Finance Sector: Transforming a carousel about loyalty programs into a TikTok video with a similar script.
• Food Blogging: Converting a B-roll video of a diner into a voiceover-led Instagram reel.
• Interior Design: Turning a reel about home decisions into a detailed carousel post.

“Take any viral content from your industry, and see how you can flip it into different formats for other platforms.”
— Shannon McKinstrie [21:30]

7. Key Takeaways

• Efficiency: Repurposing saves significant time and effort, allowing for a sustained content presence.
• Consistency: Maintaining consistent messaging across platforms strengthens brand identity.
• Flexibility: Adapting content to fit different formats and audiences enhances reach and engagement.
• Repetition: Repeating key messages in varied formats reinforces familiarity and recognition among audiences.

“Instead of leaning on reposting, try repurposing. Repetition and familiarity are everything in marketing.”
— Shannon McKinstrie [23:15]

8. Conclusion

Shannon wraps up the episode by reiterating the importance of repurposing content as a strategic approach to content creation. By adopting these methods, content creators can achieve more with less effort, ensuring their messages reach wider audiences across multiple platforms without the burnout associated with constant content production.

“I am team repurposed. I've repurposed so much content over the years, and it's okay to repeat yourself. Repetition and familiarity are everything in marketing.”
— Shannon McKinstrie [24:50]

Resources Mentioned:

• Show Notes: Examples and detailed steps on repurposing content across various platforms.
• Flanks: Engagement rate calculator (search "Flanks engagement rate calculator" on Google).

For a deeper dive into repurposing strategies and access to Shannon's templates and examples, listeners are encouraged to check the show notes accompanying this episode.