Content Repurposing & Social Media Pipeline

Last verified: 14 February 2026 | Applies to: All plans (Cowork features require Pro or above)

In 30 seconds

Most operators know they should be creating more content. The bottleneck is rarely ideas — it is the time it takes to adapt one good piece into formats that work across channels. Claude turns a single long-form asset (blog post, podcast transcript, presentation, internal report) into a full content calendar: LinkedIn posts, newsletter editions, tweet threads, video scripts, and more. One input, many outputs, under thirty minutes.

Prerequisites

• Claude (any plan for basic repurposing in Chat)
• For the full pipeline: Claude Desktop with Cowork enabled (Pro or above)
• One long-form source asset — a blog post, transcript, report, talk, or presentation

What it does

Content repurposing is a structured workflow, not a single prompt. You feed Claude a long-form asset, define your channels and audience for each, and Claude produces adapted content for every channel — maintaining your voice while adjusting format, length, and angle for each platform.

The pipeline looks like this:

Stage	What Claude does	Output
Extract	Identifies key themes, insights, data points, and quotable moments	Structured content brief
Adapt	Rewrites for each channel’s format and audience	Platform-specific drafts
Schedule	Sequences posts across a week or month	Content calendar
Iterate	Adjusts tone, angle, or emphasis per your feedback	Refined final versions

How to set it up

Step 1: Feed the source asset

Start by giving Claude your long-form content and establishing the context.

I'm going to give you a blog post we published about operational efficiency for growing e-commerce businesses. I want to repurpose this into content for LinkedIn (our CEO's personal account, 8,000 followers — mostly other founders and operators), our company newsletter (2,500 subscribers — mix of customers and prospects), and short-form video scripts (for Instagram Reels / TikTok, 60 seconds max).

Here's the blog post:

[paste full text]

Step 2: Extract the content brief

Before writing any content, extract the key elements from this piece:
1. The 3-5 core insights or arguments
2. Any specific data points, stats, or results
3. Quotable one-liners or strong opinions
4. The emotional hook — what makes someone care about this?
5. Counterintuitive or surprising claims

Present this as a structured brief I can review before we start adapting.

This step is worth doing separately. It forces Claude to understand the material before writing, which produces significantly better output than jumping straight to “turn this into LinkedIn posts.”

Step 3: Generate LinkedIn content

Using the content brief, create 4 LinkedIn posts for our CEO's account. Each should:
- Lead with a hook (first line that stops the scroll)
- Be 150-200 words (the sweet spot for LinkedIn engagement)
- End with a question or call to action
- Use a conversational, opinionated tone — this is a founder sharing lessons, not a brand broadcasting
- Focus on a different core insight from the brief

Format: post text ready to copy and paste. No hashtags (we don't use them). Include a suggested posting day for each (Monday through Thursday).

Step 4: Generate the newsletter edition

Now write a newsletter edition based on the same source material. Our newsletter style:
- Subject line: under 50 characters, curiosity-driven
- Preview text: one sentence that complements (not repeats) the subject
- Opening: a short personal anecdote or observation (2-3 sentences)
- Body: the key insight explained simply, with one concrete example
- Takeaway: one actionable thing the reader can do this week
- Sign-off: casual, first-name basis
- Total length: 400-600 words

The newsletter should feel like it was written independently — not like a rehash of the blog post. Same ideas, different angle.

Step 5: Generate video scripts

Create 3 short-form video scripts (Instagram Reels / TikTok). Each should:
- Be under 60 seconds when read at a natural pace
- Open with a pattern-interrupt hook (first 3 seconds matter)
- Cover one specific insight — not the whole post
- End with a soft CTA ("Follow for more" or "Save this for later")
- Include stage directions in [brackets] for the speaker
- Tone: direct, confident, slightly informal

Format as a script with timings.

Step 6: Build the calendar

Now organise all of this content into a 2-week publishing calendar. Include:
- Platform
- Date and time (suggest optimal posting times for an Australian audience)
- Content title or hook
- Status column (draft / ready / published)

Output as a table I can copy into a spreadsheet.

How operators actually use it

What operators say

“We publish one long-form piece a month. I used to treat that as the end of the content process. Now it’s the beginning. One article produces 4 LinkedIn posts, a newsletter, 3 video scripts, and a thread. What used to be 1 piece of content is now 10.”

“The content brief step changed everything. When I skipped it and went straight to ‘write me LinkedIn posts,’ the output was generic. When I let Claude extract the brief first, the posts were sharper and actually sounded like our brand.”

Before this workflow: You publish a blog post, share it once on LinkedIn, and move on. The ideas in that post never reach 80% of your audience.

After this workflow: One piece of thinking becomes a month of content across every channel your audience uses. Total time: 30-45 minutes, versus the 8-10 hours it would take to write each piece from scratch.

Maintaining your voice

The biggest risk with AI-generated social content is that it sounds like AI-generated social content. Two things help:

1. Seed Claude with your voice. In your first session, paste 3-5 examples of your best-performing posts and say:

Here are examples of LinkedIn posts that performed well on my account. Analyse the tone, structure, sentence length, and personality. Use this as the voice template for all content you produce in this conversation.

2. Edit the first batch carefully. Your edits on the first round teach Claude your preferences. By the third or fourth session, the output is much closer to your natural voice.

What to watch out for

Caution

• Review every post before publishing. Claude produces good drafts, not finished content. A two-minute review per post catches tone issues, factual errors, and generic phrasing. Never automate the publish step.
• Platform algorithms change constantly. Claude’s knowledge of what works on LinkedIn or TikTok may be slightly behind current best practices. If engagement drops, check whether platform norms have shifted.
• Avoid sounding repetitive. If you publish 4 LinkedIn posts from the same source, your followers will notice if the posts are too similar. Review the set as a whole and ensure each one stands alone with a distinct angle.
• Video scripts need real-world testing. A script that reads well may not perform well on camera. Record a test version before committing to a full production.
• Cowork is better for the full pipeline. You can do individual pieces in Chat, but the full pipeline (brief, multi-channel content, calendar) works better in Cowork where Claude can maintain context across the entire session and save files to your working folder.

Related

• Email Communications — repurpose content into email sequences and updates
• Document Creation — generate the source asset itself (reports, presentations)
• Marketing role guide — full setup for marketing operators
• Prompting for Operators — the chain-of-thought pattern powers this pipeline

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