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:

• 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

• Target platform (optional) — LinkedIn, Twitter/X, or both (default: both)

• Voice/tone — what the brand voice sounds like (casual, professional, witty, etc.)

• Target audience — who follows them on social

• Newsletter/content link (optional) — URL to link back to in CTA posts

• Subscriber/reader count (optional) — for social proof in CTA posts

• Number of spokes (optional) — default: 5 (one per template)

• 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:

• Pain/Attention — Open with a personal story or relatable problem

• Agitate — Show how things got worse

• Intrigue — Introduce a turning point

• Positive Future — Show the benefits

• 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:

• Observation statement — One clear, specific thing you noticed

• Evidence — 2-4 specifics that support the observation

• Closer — A short, punchy takeaway line

Template 3: Contrarian Take

Challenge a commonly held belief from the hub content.

Structure:

• Hot take — State the contrarian position clearly

• Supporting points — 3-5 reasons this take is valid

• Reframe — End with a new way to think about it

Template 4: Listicle

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

Structure:

• Framing line — "X [things] every [audience] should know about:"

• Numbered list — Each item with a name + short description

• Optional closer — A recommendation or CTA

Template 5: Meme

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

Structure:

• Choose a meme format — Match the hub's core tension to a template

• 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:

• Then — What things looked like before. 3-5 bullet points.

• Now — What things look like after. 3-5 bullet points (matching structure).

• 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

Trigger Balance

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.