# Content repurposing and redistribution: one strong asset, many surfaces, reshared on a schedule

Topic: social growth / distribution workflow. Harvested 27 Oct 2026 (skills harvest run). Numbers marked "not checked" were not verified beyond the page named.

## Why it works (practitioner evidence)
- Ross Simmonds (Foundation, foundationinc.co, read 27 Oct): a blog post that got a strong response was remade as a YouTube video: 11,000+ views, mostly from inside YouTube (34% YouTube search, 10% channel pages, 6% suggested videos), people the post never reached. A guest post with 8,000 social shares was his sign of "content-market fit", the trigger to repurpose further.
- Exit Five podcast #398 (5 Oct 2026, show notes read): Simmonds' full playbook for one post: social, email, Reddit, Shorts, carousels and reposting on a schedule; assertions 10x traffic and a three-year-old asset now cited in AI answers and still producing leads (his figures, not checked).
- His rule: "create once, distribute forever". Most assets never reach their potential because distribution stops at publish.
- Contrast with platform files we already hold: each platform file states how to post well there; this one is the workflow that decides which asset gets remade, into what, and when it is shown again.

## How to do it
1. **Pick winners only.** Each week, rank last month's outputs by a real signal: page clicks/impressions, post views, saves/shares, email clicks, replies. Repurpose the top 1-2 only (content-market fit first). Never repurpose something that got nothing; rewrite its hook instead.
2. **Atomise.** From one asset pull: 1 headline claim/finding, 3-5 standalone facts or quotes, 1-3 images, 1 question it answers, 1 short story beat.
3. **Map to surfaces (native, not cross-posted):**
   - Long video (YouTube, chapters) <- the full story; Shorts/Reels <- one 30-45 s beat;
   - Carousel (Instagram/LinkedIn document) <- 5-8 facts, one per slide, last slide = where to read more;
   - Email <- the story with one link; community/forum (Reddit, Facebook groups, Quora) <- the answer to a question people actually ask there, link only if the rules allow;
   - Quote card <- one verbatim line + source; Pinterest <- tall image + keyword title.
4. **Each piece stands alone**: hook in the first line/second, no "see my post". One call to action per piece, tagged with UTMs (tools/utm.py build).
5. **Reshare calendar**: show the same asset again at about +2 weeks, +2 months, +6 months with a new hook/angle; tie re-runs to anniversaries (heritage-anniversary-hashtag-calendar.md). Keep a ledger so nothing is reshared to the same channel inside 6 weeks.
6. **Measure per derivative** (UTM medium = format) and feed the winners back into step 1. Stop formats that underperform three times.

## How we apply it to Cedwyn
- Inputs already produced by flywheels: daily movie scenes, weekly quote cards, research catalogue records, e-book chapters, legal tick list public page. Today they are mostly posted once.
- Signal now (week 43): best post "c.1880 armour under the floor" (Instagram, 105 views) -> repurpose it first: a 40 s Short/Reel, a 6-slide carousel of the record's facts, a newsletter story with one link to its evidence page and /ebooks/, and a Quora/forum answer where someone asks about Victorian finds in Welsh farmhouses (only where rules allow links).
- Movie scenes: each scene -> one 30-45 s vertical cut + one still-frame quote card + an email line; reshare at +2 weeks with a different hook.
- Keep a small ledger: the project workspace (asset, derivative, channel, date, utm, views, clicks); the quote-pack and growth-report runners can read it.
- Rules: public text never names the project lead; banned words (states, assertions, per, second-hand report, not checked, reported, deception, taken); no insignia; no accusations about named people; Cedwyn internal links only, purchases via /ebooks/; no DMs to strangers; zero spend; obey each community's self-promotion rules (reddit-forum-participation-heritage.md).

## Sources
- foundationinc.co
- exitfive.com (show notes; figures not checked)