A simple AI workflow for content repurposing

Most content teams create from scratch for every channel. One blog post. Then a separate LinkedIn post. Then a separate Twitter thread. Then a newsletter intro. Each written independently.

This is a massive waste of time.

Here’s a workflow that turns one long-form piece into four channel-specific formats in under 35 minutes. I’ve been running this for six months.

The workflow

Step 1: Write one great piece

Start with a blog post or newsletter issue. This is your source material. Spend your creative energy here — make it good. Everything else flows from this.

Step 2: Feed it to Claude with channel-specific prompts

I use four separate prompts, one per channel. This is critical — a LinkedIn post is not a tweet is not a newsletter intro. Generic “repurpose this” prompts produce generic output.

Each prompt includes:

• The full source text
• 2–3 examples of high-performing posts on that channel
• Specific instructions for tone, length, and format
• What to emphasize vs. what to cut

Step 3: Review and adjust

Every output gets a human eye. This takes about 10 minutes total. Common adjustments:

• Twitter threads need the most editing — AI makes them too polished
• LinkedIn posts sometimes need a stronger hook
• Newsletter intros are usually the cleanest output

Step 4: Schedule via Buffer

All four formats get scheduled in one session. Total time from source piece to all channels scheduled: ~35 minutes.

What makes this work

Channel-specific prompts. The single biggest improvement was writing dedicated prompts for each platform instead of using one generic repurposing prompt. Quality jumped dramatically.

Few-shot examples. Including 2–3 examples of posts that performed well on each channel gives the model a concrete target. Without examples, the output is competent but generic.

Human review as a feature, not a bug. I tried auto-posting once. Two tone-deaf posts later, I added the review step back. Ten minutes of review prevents embarrassing output.

The numbers

• Time before: ~6 hours to create content for 4 channels
• Time after: ~35 minutes (assuming the source piece is already written)
• Content output: 4x increase with same team
• Engagement: flat or slightly improved across all channels

Tools used

• Claude for generation
• Make for automation between steps
• Buffer for scheduling

The takeaway

Content repurposing is one of the highest-ROI AI workflows you can implement in marketing. The key isn’t the AI — it’s the prompt architecture. Write channel-specific prompts, include examples, and always review before publishing.

Write once. Distribute everywhere.