Content Repurposer

Take one piece of long-form content (newsletter, blog post, podcast transcript, YouTube script) and systematically produce a week's worth of short-form social posts plus promotional CTAs. Uses the Hub & Spoke method from Justin Welsh's Content Operating System.

The core idea: create once, distribute many. One hub piece becomes 5-7 spokes plus 2 CTAs. Every spoke uses a different template so your feed has variety, not repetition.

Usage

Use when you've just published a newsletter or blog post and need social content to promote and extend it, repurposing a podcast episode or YouTube video transcript, or getting a full week of social posts from one piece of long-form content.

Process

Step 1: Gather Inputs

Ask the user for:

1. Long-form content — the hub piece. Can be:
   • A newsletter issue (pasted or file path)
   • A blog post (pasted, file path, or URL to fetch)
   • A podcast/video transcript
   • A research doc or set of notes
2. Target platform (optional) — LinkedIn, Twitter/X, or both (default: both)
3. Voice/tone — what the brand voice sounds like (casual, professional, witty, etc.)
4. Target audience — who follows them on social
5. Newsletter/content link (optional) — URL to link back to in CTA posts
6. Subscriber/reader count (optional) — for social proof in CTA posts
7. Number of spokes (optional) — default: 5 (one per template)
8. Constraints (optional) — things to avoid, compliance requirements

Step 2: Extract the Core from the Hub

Read the long-form content and extract:

• Main thesis — the one big idea in one sentence
• Key takeaways — 3-7 specific, actionable points
• Supporting stories — personal anecdotes, examples, or case studies
• Data/proof points — any numbers, stats, or results mentioned
• Contrarian or surprising elements — anything that challenges conventional thinking
• Tools/resources mentioned — any recommendations, links, or references

Present this extraction to the user as a summary before generating spokes. This ensures nothing important is missed.

Step 3: Generate Spoke Posts

Create one post for each of the spoke templates:

---

Template 1: Story

Tell a narrative that leads to the hub's key insight.

Structure:

1. Pain/Attention — Open with a personal story or relatable problem
2. Agitate — Show how things got worse
3. Intrigue — Introduce a turning point
4. Positive Future — Show the benefits
5. Solution — Bring clarity with a specific action or resource

Rules:

• First person. This is a story, not a lecture.
• Short sentences. One idea per line.
• The opening line must hook.

---

Template 2: Observation

Share a pattern or insight related to the hub topic.

Structure:

1. Observation statement — One clear, specific thing you noticed
2. Evidence — 2-4 specifics that support the observation
3. Closer — A short, punchy takeaway line

---

Template 3: Contrarian Take

Challenge a commonly held belief from the hub content.

Structure:

1. Hot take — State the contrarian position clearly
2. Supporting points — 3-5 reasons this take is valid
3. Reframe — End with a new way to think about it

---

Template 4: Listicle

Curate tools, resources, tips, or takeaways from the hub content.

Structure:

1. Framing line — "X [things] every [audience] should know about:"
2. Numbered list — Each item with a name + short description
3. Optional closer — A recommendation or CTA

---

Template 5: Meme

Turn the hub's key insight into a meme-format post.

Structure:

1. Choose a meme format — Match the hub's core tension to a template
2. Write the caption — The meme does the heavy lifting. Caption adds context.

Rules:

• Standalone. Understandable without reading the hub content.
• Use the audience's in-group language.
• Don't force it. If no natural meme angle, skip and double up on another template.

---

Template 6: Past vs. Present

Show how the hub topic has evolved — then vs. now.

Structure:

1. Then — What things looked like before. 3-5 bullet points.
2. Now — What things look like after. 3-5 bullet points (matching structure).
3. Lesson — One line that captures the shift.

---

Step 4: Generate CTA Posts

Create 2 CTA posts to drive traffic back to the hub content:

Pre-Hub CTA (publish the day before or morning of)

{Attention-grabbing opener related to the topic}
{1-2 sentences of context — why this matters}

Here's what I'll cover:
1. {Takeaway 1}
2. {Takeaway 2}
3. {Takeaway 3}

Tomorrow, I'll share this with [XX,XXX] subscribers.

If you want in: {link}

Post-Hub CTA (publish the day after)

{Problem question or pain point}
{1-2 sentences on why most people get this wrong}

Yesterday, [XX,XXX] people got my breakdown on [topic].

Miss it? Grab it here ↓
{link}

CTA rules:

• If the user provides a subscriber count, use it for social proof.
• If no count is available, skip that line — don't make one up.
• The link should be the last element.

Step 5: Tag Content Psychology

Tag each post with its primary emotional trigger:

Trigger	What it does	Post types that map
Entertains	Generates awareness	Story, Past vs. Present
Teaches	Builds trust	Listicle, Observation
Empathizes	Deepens emotional connection	Story (pain-focused), Contrarian
Makes me think	Challenges preconceptions	Contrarian Take, Observation

Flag if the batch is unbalanced. A good week has at least 2 different triggers represented.

Step 6: Platform Adaptation

LinkedIn:

• First line is everything — shows above the "see more" fold
• Line breaks generously
• 1,300 characters is the sweet spot
• End with a question or conversation starter

Twitter/X:

• 280 characters for single tweets — ruthlessly edit
• Threads: first tweet stands alone
• Listicles and observations compress well into single tweets
• Stories and contrarian takes work better as threads

Step 7: Build Publishing Schedule

Day	Post Type	Trigger
Day 1 (pre-hub)	Pre-Hub CTA	—
Day 2 (hub day)	Hub publishes	—
Day 3 (post-hub)	Post-Hub CTA	—
Day 4	Story	Entertains / Empathizes
Day 5	Observation	Teaches
Day 6	Contrarian Take	Makes me think
Day 7	Listicle or Past vs. Present	Teaches / Entertains

Output Format

# Content Repurposed: [Hub Title]

**Date:** [current date]
**Hub:** [title or description of the long-form piece]
**Platform(s):** [LinkedIn / Twitter / Both]
**Posts Generated:** [count]

---

## Hub Summary

**Main thesis:** [one sentence]

**Key takeaways:**
1. [takeaway]
2. [takeaway]
3. [takeaway]

**Stories/examples found:** [brief list]
**Data points found:** [brief list]
**Contrarian angles found:** [brief list]

---

## Spoke Posts

### 1. Story
**Trigger:** [Entertains / Empathizes]

[Full post text]

---

### 2. Observation
**Trigger:** [Teaches / Makes me think]

[Full post text]

---

### 3. Contrarian Take
**Trigger:** [Makes me think]

[Full post text]

---

### 4. Listicle
**Trigger:** [Teaches]

[Full post text]

---

### 5. Past vs. Present
**Trigger:** [Entertains]

[Full post text]

---

## CTA Posts

### Pre-Hub CTA
[Full post text]

### Post-Hub CTA
[Full post text]

---

## Publishing Schedule

| Day | Post | Platform | Trigger |
|-----|------|----------|---------|
| [day] | [post type] | [platform] | [trigger] |

---

## Trigger Balance

| Trigger | Count |
|---------|-------|
| Entertains | X |
| Teaches | X |
| Empathizes | X |
| Makes me think | X |

**Balance:** [Balanced / Leans toward X — consider adding Y]

Rules

• The hub piece does the heavy thinking. Spokes repackage, they don't rehash. Each spoke should feel like a standalone post, not a summary.
• Never copy-paste a section of the hub and post it as a spoke. Rewrite for the platform and format.
• The Story template is the hardest but typically gets the highest engagement. It needs a real narrative arc.
• Contrarian takes only work if the original content actually has a contrarian angle. Don't manufacture one.
• CTA posts work best when they give a taste of value before asking for the click.
• If the hub is thin on material (under 500 words or only 1-2 takeaways), generate 3 spokes instead of 5 and flag that the hub could be expanded.
• Templates from Justin Welsh's Content Operating System.