Repurposing Content

Written By Alicia Vial

Social media can feel overwhelming, especially for small businesses and organizations trying to keep up with constant content demands, but there is a smart strategy for working more efficiently on social media – turning one idea into 10 pieces of content.

Most people think they need more ideas. In reality, they usually have plenty of good ideas. They just aren’t using them to their full potential. One strong idea can easily be repurposed into 10 different pieces of content across platforms. It’s about working smarter, not harder.  

Start with one strong “pillar” piece of content. That could be a video, longer caption, a blog post, a customer story or even an interview. Think of it as your main idea for the week. Everything else grows from there.  

 Let’s say you are a local restaurant and you post one video about creating a special Mardi Gras cocktail. From that one video, you can create: 

  • A reel or TikTok showing the drink being made 

  • A photo of the finished cocktail with a caption 

  • A carousel of images with the ingredients 

  • Instagram Stories with behind-the-scenes clips 

  • A quote graphic with a recipe tip 

  • A staff spotlight tied to who created it 

  • A poll asking followers which flavor they prefer 

  • A short email to customers 

  • And a repost later in the week with a different caption. 

You’re not repeating yourself, you’re repackaging. People consume content differently.  Some watch video. Some scroll stories. Some read captions. You are meeting your audience where they already are. Keep the message the same, but change the format. 

Instagram is visual. TikTok is fast and personality-driven. Facebook is more community-focused. LinkedIn is more professional. Think of it as translating the same idea into different languages.  

Here’s a workflow you can follow:

  • Create one main piece of content. 

  • Pull out three to five key points. 

  • Decide which formats make sense. 

  • Schedule them across the week. 

  • Batch once. Post many times. 

This saves time, reduces burnout and creates consistency. Consistency is what actually drives growth on social media, not chasing every new trend.  

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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