One piece of content, hundreds of unique variations – this is not fantasy, but content repurposing in action. Kevin Indig, author of the popular Growth Memo newsletter, sent to over 29,000 founders and marketers, demonstrates a masterclass in scaling. He transforms one weekly newsletter into a full week of diverse content, saving up to 3 hours of his time weekly. This allows him to bypass ad bans and constantly generate fresh creatives.
In today’s world, where audience attention is constantly fragmented, and social media algorithms change at an incredible speed, the ability to effectively use already created content becomes a key skill for any marketer or creator. Kevin Indig, with ten years of experience at Shopify, G2, and Atlassian, and now a consultant for Meta, Airbnb, and Reddit, understands that publishing is only half the battle. The real magic begins with effective distribution. “Publishing is only half the work; you also need a repeatable way to distribute your work. Buffer makes this significantly easier and prevents a good post from disappearing after a day of publishing,” notes Kevin.
Video Matryoshka: From Idea to Dozens of Variations
Kevin’s approach is akin to creating a “video matryoshka”: from one large element, he extracts many small, but self-sufficient parts. Instead of viewing each newsletter as a one-off post, he sees it as a source for a whole series of publications. “One newsletter gives us several things to publish. We can pull out a chart, a discovery, or a question worth discussing,” says Indig. This is a perfect example of what repurposing means in simple terms.
On the Substack Notes platform, Kevin publishes short notes, graphs, videos, and announcements of future newsletters. This allows him not only to maintain a constant presence but also to test topics before dedicating a full article to them. While a full-fledged research takes a week, a note takes only a few minutes. “It’s worth investing in the latter first,” he emphasizes.
Sources of Ideas and Automation
Kevin draws content ideas from:
- his own research;
- conversations with clients;
- data analysis.
The most successful notes on Substack Notes are subsequently turned into full newsletter issues. He and his team prepare posts based on the newsletter, and Buffer handles their scheduling. This is critically important for Kevin, who is constantly on the go. “Buffer ensures that every newsletter is distributed without requiring me to be constantly online. If I had to put a number on it, I’d say Buffer saves me 2-3 hours a week.”
Integration with AI: Codex and Optimization
“I love MCP. Being able to connect Codex to Buffer, understand what posts are performing well, and get inspiration for what to publish next is invaluable,” – Kevin Indig on the benefits of AI in his work.
Kevin’s favorite Buffer feature is its integration with the Model Context Protocol (MCP), which allows AI tools like OpenAI’s Codex to connect directly to a Buffer account. He uses Codex to analyze his publishing history to understand which posts were most successful and to generate ideas for future content. This is an example of how AI helps in creating creative variations and scaling content.
Tips for Authors
Kevin advises aspiring authors:
- Start where their audience already is.
- Develop a routine that can be maintained.
- Analyze what works to replicate success or adjust strategy.
This approach is relevant for both Substack newcomers and authors with tens of thousands of subscribers. His own system relies on planning and AI assistance, but discipline and routine play a key role. Monthly, over 200,000 content creators, small businesses, and marketers use Buffer to expand their audience.
Frequently Asked Questions
What is content repurposing?
Content repurposing is the process of reusing and adapting existing content for various platforms and formats to maximize its reach and value. This allows you to create many unique publications from one piece of material, for example, turning a webinar into 50 clips.
How does repurposing help bypass ad bans?
By creating many unique variations of a single creative, you can bypass ad bans, as advertising platforms often ban repetitive or too similar content. The variety of “video DNA” reduces the risk of detection by algorithms.
Is it worth ordering unique content or shooting new?
Comparing the cost from scratch and the cost of repurposing often shows that the latter is significantly more economical. Creating new content requires more time and resources, while unique content allows you to effectively use existing materials, adapting them for TikTok, Shorts, Reels.
What tools help in video unique content?
For video unique content, you can use programs to change the background, voice timbre, edit, and add new elements. AI-based tools, such as Codex, can also help in generating ideas and optimizing content.
In conclusion, Kevin Indig’s approach to content repurposing demonstrates how strategic planning and modern tools can significantly increase the reach and effectiveness of your materials, while saving time and resources. Start applying these principles today to make your content work for you as effectively as possible!
