The truth about content recycling
Why sharing is caring, and how it can extend your reach
Gary Bloomer | SHAKING THE TREE # 205
Let’s cut to the chase: you’re probably sitting on a goldmine of unused assets.
That viral TikTok video you posted last year?
The Linkedin carousel that got you 50 new client leads six months ago?
The email to that small list that generated a 45.7% click through rate?
That list of 100 articles you’ve published over the last two years?
None of this is old, tired, or outdated content—it’s all proof of concept and a potential opening to a list of untapped opportunities.
Content recycling isn’t just something to think about—it’s the smartest thing you can do as a creator.
Let’s dispel a few lies you’ve been telling yourself … I mean, myths you’ve been clinging to …
Lie #1: “My audience has already seen this”
The reality here is that, I doubt it:
At best, it’s likely that 5% of your followers see your social posts at any one time
Any new followers (who joined after you posted it) haven’t seen it
Platforms like Medium/Quora have completely different audiences, with different behavior patterns and wildly varying content consumption habits
Your old content is probably brand new to 95% of your current followers and probably unseen by more potential viewers.
Lie #2: “Recycling is lazy”
This is utter nonsense because the world’s top creators ruthlessly repurpose:
MrBeast edits long YouTube videos into video shorts on TikTok
Huberman Lab turns podcast episodes into Twitter threads
Tim Ferriss transforms book chapters into TED Talks
This isn’t content laziness—it’s opportunity-based leverage.
Lie #3: “It won’t perform as well the second time”
Repurposed content often outperforms originals because it’s commonly:
Improved it with new insights, data, or stories
favoured by algorithms because it shows consistently
Different from its previous formats, so it reaches different people
The 5-step content recycling system
1. Audit your “evergreen” content
Dig through your analytics to find:
High-engagement posts
Evergreen advice (tips that never expire)
Frequently asked questions from clients
Pro tip: use a spreadsheet to track repurposing status.
2. Choose your format
Every piece should have 3+ lives:
Long-form → Medium article
Short-form → Twitter/Instagram thread
Visual → Carousel or infographic
Audio → Podcast snippet
Video → YouTube Short/TikTok
3. The 30% refresh rule
Never copy-paste. Always:
Update stats/examples
Add a new case study
Include current trends
Improve the hook
4. Schedule strategically
Social media: Repost every 3-6 months
Blogs/Medium: Update and republish annually
Quora: Answer similar questions over time
5. Track and double down
Note which repurposed pieces perform best, then:
Turn them into lead magnets
Build courses around them
Use them as client onboarding material
The psychological shift you need
This isn’t the first time I’ve written about content recycling and it probably won’t be the last. But here’s the thing: recycling content isn’t about being repetitive—it’s about:
Respecting your time (1 idea = 10+ pieces)
Serving new audiences (who missed it the first time)
Mastering your message (great ideas deserve repetition)
Your challenge
This week, take a stab at recycling some of your material from the last year:
Pick your top 3 performing posts
Repurpose one into a new format
Publish it on a new platform
I’ll bet you’ll be shocked by the results.
As always, thanks for reading.
—Gary
Feel free to follow me on Twitter and LinkedIn
If you’ve like what you’ve seen here, why not share this post with a friend?
P.S. Next time on Shaking the Tree … Content lessons from King Lear
ABOUT THE AUTHOR: Originally from the U.K., Gary Bloomer is a writer, branding advocate, marketing specialist, and an award-winning graphic designer.
His design work has been included in Creative Review (one of the UK’s largest design magazines). Since 2009, he has answered over 5,000 marketing and business questions in the Know-How Exchange of MarketingProfs.com, placing him among the top 3% of contributors. He lives in Wilmington, Delaware, USA.