It's no secret that Justin Welsh is one of the biggest creators on LinkedIn...and X.
Thanks to a well-designed content strategy, his solopreneurship posts often go viral. By mixing educational and actionable content with content that speaks directly to the pains of his audience, he is able to reach a broad audience.
But that’s not all. His success as a creator is partly due to all the systems he operates behind the scenes to support his constant output of content. And repurposing content is one of the biggest levers he pulls to fuel that machine.
Our research helped us uncover how his repurposing system works. And how to replicate it using Tweet Hunter. Curious? Let’s dive in!
Justin Welsh’s content repurposing system
Justin revealed his content repurposing system during an X AMA:
→ He identifies all his high-performing content
→ Then he saves it on a spreadsheet
→ 6 and 12 months later, he jumps in and repurposes that content
And that’s it! In his own words, “After a few years, I’m mostly playing the hits.”
In this case, he leverages content that has worked in the past, gives it a little polish, and posts it again. Why shouldn't you follow suit?
Let’s see how we can replicate it with Tweet Hunter.
Content Repurposing system with Tweet Hunter
Step 1: Identify your top-performing content
Repurposing content is impossible without a content backlog. That's the first step.
The second question is how do you figure out what content is performing best? Thanks to Tweet Hunter, that's fairly straightforward:
Head over to the Tweet Hunter and open the “My Analytics tab”
On the top right corner, click the Calendar icon
Select the timeframe you want to see your past posts. I selected one year so I would have a bigger content backlog
Then, scroll down to the bottom of the page to the “Detailed tweet performance” section
Using that table, you can view all your recent posts at a glance and sort them by impressions
Voila, those are your best-performing posts. What's next?
Step 2: Save them to your Repurposing Swipe File
Once we've identified our top-performing posts, we need to keep them somewhere safe so we can repurpose them later.
Whenever you spot one of these posts, do the following:
Open the “Tweet Library” section of the left-side column, and in there, go to “Collections”
In Collections, click the "+" sign and name your collection. This is our swipe file.
Go back to “My analytics,” where we identified our top-performing posts. Pick the one you think is worth repurposing and click on the eye icon so you can see the full tweet.
Simply click the star icon next to the post to open a new window where you can select which collection to save that post to. Choose your repurposing collection, and you're done!
Step 3: Repurpose the content
Once you've finished steps 1 and 2, you should have a big library of your most successful posts saved. Now you can start repurposing them. There are two ways you can do that: manually or with AI. Let’s see both 👇
1 - Repurpose Manually
Once you've identified a post to repurpose, you can do one of the following:
Make it shorter
Make it longer
Change the tone
Change the format
Update your Point of View
Or simply copy-paste it 👇
Repurpose with AI
If you don’t like the manual approach, Tweet Hunter can also do it with AI:
Inside your repurpose Collection, go to the post you want to repurpose and click on the lightning icon (that’s our AI assistant)
From the pop-up, select how wild you want the AI generation to be and click on “Generate”
The new AI-repurposed post will appear directly on your post composer
Tweak the result to adapt it to your voice, and you are set!
Step 4: Distribute the content
With our repurposed posts now ready, we should aim to schedule them in 6 and 12 months from now, according to Justin Welsh's system.
Depending on how far away that seems, our advice is to give it at least three months. Once that’s clear, do the following:
Pick one of the repurposed posts
Use Tweet Hunter to schedule them on the spot 6 months from now
Here it is! As promised, this system isn't overly complicated. After all, Tweet Hunter makes it fairly easy.
Start repurposing your content today
If you are set on following this plan, here’s what you should do:
Initially, you’ll have to build a library of repurposable posts and schedule them far ahead (6 & 12 months)
Once that’s done, check in once a month for the past month’s high-performing content and repeat the 3 steps outlined above.
After a few months, you'll mostly be "playing the hits" and building on proven content.
At this point, you might also be wondering “Won’t people notice if I do this all the time?”
Here's the thing about repurposing your own content: 90% of your audience hasn't seen it yet. And from the 10% that have, they most likely don't remember.
You are doing them a favor by sharing it again.
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