A single investigation at MedShadow isn't just one article. It's transformed into a series of TikTok videos, a deep-dive webinar, and newsletter content. This strategy ensures resource-intensive reporting reaches the widest possible audience across different platforms.
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Focus all creative energy on producing one high-quality piece of content weekly, such as a newsletter. Then, systematically repurpose and distribute it across all other platforms (YouTube, X, TikTok). This maximizes reach and ensures consistent quality while minimizing creative burnout.
Roka News diversified beyond its initial Instagram success into a five-pillar business: Instagram, free/paid newsletters, a subscription app, and YouTube. Content is repurposed and shared across these platforms, allowing them to reach different audience preferences and create multiple revenue streams.
Instead of blindly cross-posting, build an automated workflow that identifies your top-performing content from a primary channel (e.g., best TikToks in 24 hours). This 'repurposing engine' then intelligently reformats and distributes only these proven winners to maximize reach and impact.
Instead of asking an AI to repurpose content ad-hoc, instruct it to build a persistent "content repurposing hub." This interactive artifact can take a single input (like a blog post URL) and automatically generate and organize assets for multiple channels (LinkedIn, Twitter, email) in one shareable location, creating a scalable content remixing system.
By posting investigative findings on TikTok, MedShadow receives thousands of comments from users sharing negative experiences with generic drugs. This "lived experience" data becomes a powerful, real-time form of crowdsourced reporting that validates their investigations.
A single, in-depth original research report is a foundational pillar, not a one-off campaign. By consistently referencing its data and quotes in blog posts, social media, and podcasts, a single report can fuel the vast majority of a content team's output for 9-12 months, maximizing its ROI.
Escape the content creation treadmill. An effective strategy is to produce a small number of high-quality, high-performing pillar assets. These core ideas can then be endlessly remixed into different formats and angles, maximizing their impact and reducing the need for constant net-new creation.
Instead of asking "What should I post today?", creators should focus on producing high-quality, long-form content first. This cornerstone piece then becomes a rich source to pull from for daily social media posts, solving the daily content creation problem and ensuring higher quality.
The common advice to chop up a single video or blog post for every social platform is a myth. Each platform's algorithm and audience expectations demand native content. True growth comes from mastering one or two channels with tailored content, not from thinly spreading repurposed material across many.
Creators often avoid resharing content, fearing they'll annoy their audience. In reality, most people haven't seen it. To cut through the noise, you must shamelessly repurpose newsletter content for social media and vice versa, presenting the same core ideas from different angles repeatedly.