How to Repurpose Website Content for Social Media

On this page

1. One article, many formats
2. Case studies work especially well
3. Make it native to each platform
4. Drive traffic back
5. Keep a simple workflow

Writing one good article takes effort. Repurposing turns that effort into a week's worth of social content, and brings readers back to your website where they can enquire.

One article, many formats

• LinkedIn post: the key insight plus three takeaways, with a link
• Instagram or LinkedIn carousel: a checklist or step-by-step, one point per slide
• Short video or reel: explain one tip in 30–60 seconds
• WhatsApp update: a short summary to customers or groups who've opted in
• Newsletter: a monthly round-up of new articles
• Quote graphics: one strong line from the article

If you sell to other businesses, LinkedIn deserves extra attention; see how to use LinkedIn to bring B2B visitors to your website.

Case studies work especially well

Before-and-after visuals, the client's challenge and the result make engaging posts (with the client's permission).

Make it native to each platform

• Don't just paste a link. Share real value in the post itself.
• Use the platform's formats (carousels, short video)
• End with a reason to visit the full article

Drive traffic back

• Link to the specific article, not just your homepage
• Use UTM tags to see which platforms send visitors
• Make sure the article has a clear next step (enquiry, WhatsApp)

For Instagram in particular, see how to turn Instagram followers into website enquiries.

Keep a simple workflow

1. Publish the article
2. Create 3–5 social pieces from it
3. Schedule them over the following week or two
4. Reshare evergreen articles every few months

Plan it all with a content calendar, and use the article's cover image as a share image, as this site does for every article.