The closet EXPLODED open, spewing a rainbow of neck pillows across the bedroom floor.
Knocked me to the ground.
Rose like a tide to window-level.
I opened my mouth to scream…
But no words escaped.
My world faded to black, crushed by at least five or ten pounds of memory foam.
And my final thoughts turned to my wife and child…
So sleepy…
Wake me up when the plane lands.
If this sounds dramatic, you’ve clearly never owned a surplus of neck pillows.
My wife and I fly a lot. And for years, the only item we consistently forgot to pack? Neck pillows.
Five flights in a row, we’d find ourselves at yet another airport kiosk, shelling out twenty bucks for another one.
Until, inevitably, we had so many that storage became a hazard to life and limb.
We finally made a pact: If we ever forgot them again, we’d fly without them.
Let me tell you—one 24-hour flight from Asia to America with no neck support will make an honest man out of you.
To this day, the sight of a neck pillow gives me PTSD.
Until this morning, when my wife found a new use for them.
She repurposed them for our daughter’s tummy time. Turns out they’re perfectly shaped to help a growing, precocious baby as she works on her neck strength.
(Sounds like flying domestic on United.)
The Content Marketing Lesson Nobody Talks About
Most businesses approach content the same way I approached neck pillows.
They keep buying more instead of using what they already have.
“We need more content!” they say.
More blog posts.
More words.
More… stuff.
But what if, instead of churning out new content, you repurposed what you already have?
The reality is, most businesses don’t need more content.
They need to make better use of the content they already have.
Why Repurposing Content Beats Creating More
Here’s the problem with constantly creating new content:
- Most content dies quickly. A blog post disappears into the archives within weeks. A social media post is buried within days.
- It’s time-consuming and expensive. Writing a new blog post or recording a new video takes time. Most businesses burn themselves out trying to keep up.
- It doesn’t maximize your reach. Your audience is scattered across multiple platforms. Posting once in one place means you’re missing out on traffic from others.
Instead, a single piece of content should live multiple lives across multiple platforms.
A blog post shouldn’t just sit there, collecting dust. It could be:
- Turned into a LinkedIn post
- Repurposed as an email
- Adapted into a Twitter thread
- Transformed into an infographic
- Used as a script for a YouTube video
Each format expands your reach and ensures your best ideas don’t go to waste.
But You Can’t Just Copy and Paste
Here’s where most businesses mess up.
You can’t just take a blog post, copy-paste it into LinkedIn, and call it a day.
Different platforms demand different formats and structures to be effective.
- Emails should feel personal and conversational.
- LinkedIn posts should focus on engagement and discussion.
- Twitter/X threads should be short, punchy, and threaded for readability.
- Podcasts and videos should highlight the most engaging parts of the content and adapt it for a new medium.
Repurposing is not about mindless duplication. It’s about adapting the content to fit the platform.
Want to Make Your Content Work Harder?
Most businesses are drowning in underutilized content.
If you’re tired of throwing time and money into content that nobody reads, wouldn’t you rather make the most of what you already have?
I send insights like this straight to your inbox—no fluff, no filler, just real strategies you can use.
