Also called content recycling
Repurposing is turning one piece of work into several formats — a video into clips, a newsletter into posts — rather than creating each from scratch.
The premise is that the expensive part is the thinking, not the format. An argument worked out once can be a long video, five short clips, a newsletter and a carousel, and each reaches people the others do not.
It differs from cross-posting, which is the same file in several places. Repurposing rebuilds the idea in the native form of each surface, which is why it does not carry cross-posting's penalties.
Audience overlap is smaller than it feels. The people who read your newsletter and the people who watch your short-form video are mostly different, so repetition that feels excessive to you is a first encounter for most.
In practice
One hour-long interview yields six short clips, one newsletter, and a set of quote cards — four surfaces from a single recording session.
Common mistake
Repurposing the format instead of the idea. Cropping a landscape video to vertical is not repurposing, it is a worse version of the original.
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