Episode Summary
Creating a great webinar or blog post takes time. But too often, it disappears after one or two posts. In this episode, Baylee Gunnell breaks down the top three mistakes marketers make when repurposing long-form content—and how to fix them.
First, she explains why posting the same asset across every channel isn’t repurposing. Baylee shares how to match format to platform behavior and encourages teams to focus on two or three core channels.
Next, she outlines what a repurposing system looks like in practice. You can build an entire content pipeline from one long—form video without starting from scratch every time. Templates and workflows keep the process consistent.
Finally, Baylee tackles tracking. It’s not about views on one post. It’s about total impact across your ecosystem. By measuring reach and relevance across formats, teams can focus on what works and stop wasting time on what doesn’t.
Guest Profile
Baylee Gunnell
Key Insights
Repurposing Isn't Recycling—It's Format Matching
Repurposing content doesn't mean copying and pasting it everywhere. It means reshaping the content to match how people use each platform. A blog post might make sense as a carousel on LinkedIn, but that same format won't work for YouTube or email. Good repurposing starts with understanding audience behavior—where they spend time and how they consume content. Then it's about aligning your message and format to meet those expectations. That means fewer generic reposts and more intentional, high-performing assets. True repurposing is channel-aware, audience-driven, and purpose-built.
Without a System, Repurposing Breaks Down
One of the biggest blockers to consistent content output isn't time—it's lack of process. Teams that try to repurpose content without a defined workflow end up starting from scratch every time. That leads to burnout, delays, and inconsistent results. The fix is building a system: start with one core asset, like a webinar or podcast episode, and map out 5–7 derivative pieces across your top channels. Use templates, track it all in a tool like Notion or ClickUp, and repeat what works. The goal isn't more content—it's better reuse with less effort.
Track the Ecosystem, Not the One-Off Post
Marketers often measure success by looking at a single stat—webinar attendance, podcast downloads, blog views. But these isolated numbers miss the bigger picture. Repurposing is about reach and relevance across formats. Instead of focusing on one post, track the ripple effect. How many opened the email featuring that key quote? How many watched the short clip from the podcast? By viewing performance through an ecosystem lens, marketers can see what formats and platforms drive real value. That shift helps you double down on what works and ditch what doesn't—no guesswork needed.
Episode Highlights
The Myth of “One Size Fits All” Repurposing
Timestamp: [00:00:25 – 00:01:10]
A common mistake in content repurposing is treating every platform the same. Sharing identical content across channels isn’t repurposing—it’s lazy recycling. Different platforms serve different user behaviors, and repurposed content must reflect that. The episode breaks down how smart marketers tailor content to the platform’s format, rhythm, and audience. That might mean breaking a blog into a carousel, cutting a webinar into video clips, or reshaping an article into an email. The goal is to meet the audience where they are—not expect them to adapt to you.
“Repurposing only works when it’s tailored to the channel and the user behavior on that channel. Start by asking these questions: Where does my audience spend their time? And what channels do I feel confident using?”
How Templates Make Repurposing Repeatable
Timestamp: [00:02:07 – 00:02:29]
Creating a few derivative assets from one long-form video is helpful—but doing it repeatedly is where most teams fail. The key isn’t creativity; it’s consistency. This part of the conversation explains how templates and project management tools create a repeatable distribution engine. It’s not about reinventing the wheel. It’s about building one strong workflow that supports every core piece of content. With a system in place, small teams can punch above their weight and maintain a steady publishing rhythm without starting from scratch each time.
“Start with one podcast episode. That single recording can become a blog post, a LinkedIn carousel, a YouTube short, and a newsletter.”
The Overlooked Role of Measurement in Repurposing
Timestamp: [00:02:53 – 00:03:31]
Success isn’t found in metrics like video views or page traffic. It’s found in the sum of parts. This section reframes performance measurement around the full impact of repurposed content. Baylee urges listeners to examine how every asset—quote graphics, emails, short videos—contributes to a broader ecosystem. A short clip that performs well on LinkedIn may drive email opens or podcast listens later. Evaluating performance across the full lifecycle helps you find which formats actually build momentum and which fall flat.
“Don’t just ask how many people attended the webinar. Instead, ask how many people saw the video clip on YouTube. How many opened the newsletter that featured a key takeaway? How many engaged with a quote graphic on LinkedIn? The real value of repurposing isn’t about a single post or platform—it’s about the total reach and total relevance.”
Repurposing Doesn’t Start with the Edit—it Starts with the Asset
Timestamp: [00:01:48 – 00:02:07]
Content teams often try to reverse-engineer repurposing from scattered posts. But that approach is backward. Repurposing starts with choosing the right kind of anchor content—something rich, flexible, and insight-dense. Whether it’s a podcast, webinar, or white paper, Baylee explains that great repurposing happens when the core asset is strong. This insight helps teams be more strategic in what they choose to record or write. If your foundational piece isn’t reusable, you’re setting yourself up for friction down the line.
“Start with a core piece of content—a blog, a webinar, a podcast, or a white paper. Then, break it into five to seven assets you can use across your chosen channels.”
