I asked over 1500 people what their biggest struggle with newsletter growth was and one answer stood out the most...
- "What would I send them?"
- "I don't know what to send."
- "I wouldn't know what to write."
And a lot of the people I asked were people that are already putting out great content on social media.
So, while I have a lot of topics I want to cover to help people with this, the first one we are going to do is a deep dive on content repurposing.
In an interview with Bootstrapped Stories a year or so ago, Justin Welsh said:
"I'm telling you. Nothing is easier than writing a newsletter and then looking back at the newsletter and easily, inside of it, seeing 5-7 pieces of content. Like you just see them. You scroll through and you're like 'Oh, this paragraph is a piece of content. This sentence is a piece of content.'"
If you're writing on Twitter (X), you'll have even more content to pull from your newsletters, but for this one I'm going to be focused on showing you how creators use different post types to repurpose their content to both Twitter and LinkedIn.
I'm giving you 6+ different examples of newsletter repurposing (and reposting) from the top newsletter creators:
- Ben Meer, Dan Go and Nathan Baugh - Repurposing Examples
- Chenell Basilio - Compilation Posts
- Ad Professor - Write First, Compile Later
- Justin Welsh - The Day After Post
- Chenell & Me - The Day Before Teaser
- Me - Bonus Repurpose Examples (Carousels and Teasers)
Number four and five on the list will be a specific emphasis on not only getting extra posts out of your newsletters, but also using teasers and post-teasers to grow your list as well.
If you use all of these examples you can have a full week of social content stemming right from your newsletter.
Let's start with some fairly simple repurposed content:
📬#1 - Repurposing Examples
The first newsletter repurposing examples I want to show are examples of just more or less directly reposting your newsletter content to social.
This is obviously the most simple thing you can do, and it works!
Most of these creators make some small tweaks here and there (some more than others), but it really depends on your specific newsletter.
For me, I write extremely long deep dives [like this one article and our other Case Studies], so my repurposing examples are going to be a bit different (as you'll see below with my carousel examples).
That said, I want to give you a few different examples of the top creators that do some fairly basic repurposing so you can begin watching for it more and pull some inspiration for your own systems.
Ben Meer - System Sunday:
In the image above you see Ben Meer's System Sunday newsletter on the left and his LinkedIn post on the right.
This is the closest example to a direct repost from newsletter to social media.
Ben did make some subtle changes and add headers to his newsletter content, as well as an extra section devoted to "Maintenance", but the rest is essentially copy-pasted from one to the other.
You can find the posts here:
Ben Meer was a case study in our deep dive on Content Repurposing From Social Platforms, and he is a master at using it to get millions of views, so this was a great starting place for us.
We can also take a look at how the two compare in terms of depth:
- Newsletter Word Count: 449 words
- LinkedIn Post Word Count: 255 words
Note: The word count does not include Ben's PS section in either his newsletter or LinkedIn post.
Note 2: This is another reason my examples are going to be much different. My newsletter case studies can be upwards of 5000+ words.
Dan Go - High Performance Journal
The next example is Dan Go and his High Performance Journal newsletter.
On the left you can see his newsletter has a bit of depth after each of "the 5 secrets to losing weight and keeping it off forever."
And on the right you can see he repurposed that newsletter content into a shorter listicle version for LinkedIn.
From a few paragraphs/sentences each "secret" to one sentence each.
He finishes off with: "Ps. If you liked this post you'll like my newsletter."
Which is obviously true considering it IS the newsletter! 
You can find the posts here:
A lot of the repurposing we see is about trimming down the content and leaving the depth for the newsletter/article.
Let's take a look at how the two compare in terms of depth:
- Newsletter Word Count: 1203 words
- LinkedIn Post Word Count: 165 words
Note: The word count does not include Dan's PS section in either his newsletter or LinkedIn post.
Dan adds a lot of depth to his newsletter and only repurposes one of the main sections (which is also the title of the newsletter). This is far longer than the two other examples we will see, and the biggest word count difference between the repurposed content.
Nathan Baugh - World Builders
The final example for our semi-basic repurposing is Nathan Baugh and his World Builder's newsletter.
On the left you can see his newsletter and on the right you can see a post that he wrote on the same subject.
Nathan added more of a headline and some personal touch to his newsletter, and proceeds to expand on specific topics a bit more, but overall it comes fairly close to a repost with some cuts like we saw from Dan Go and Ben Meer.
Repurpose with edits and cuts seems to be popular among some of the biggest solo newsletter writer-creators.
Not that it's that important, but I'll also note that Nathan even uses the same image for both his newsletter and repurposed LinkedIn post in this example.
You can find the posts here:
We can also take a final look at the overall depth that was cut from the original newsletter:
- Newsletter Word Count: 476 words
- LinkedIn Post Word Count: 271 words
Note: The word count does not include Nathan's PS section in either his newsletter or LinkedIn post.
📬#2 - Compilation Repurposing - Chenell Basilio
You guys know I'm a huge fan of Chenell Basilio, who writes Growth In Reverse.
We have seen her content in a lot of the other deep dives, and have also covered her in our Science Of Niching Down case study, but this time I really want to focus on one piece of content that I thought was super unique in repurposing.
NOTE: We will also take a look at how Chenell uses teaser posts that stem from her newsletter, but this compilation post is one you can continue to put together as you begin writing more newsletter content.
Chenell is leveraging her newsletter not only in her hook, but also in the listicle she created.
This is repurposed from things she saw among the creators she wrote about in her deep dives, and you can see she also writes about some specifics as well:
- "But what about Justin Welsh who did it in 8 months? Justin was building his audience for years before he even started a newsletter."
- "The Sahil Blooms of the world can post about ice baths and get thousands of like, you're not there yet."
Not only is this one of the best posts for early creators, but it's a massive win that stems directly from her newsletter research and content.
NOTE: The hook you see Chenell Basilio using here is taking advantage of The Labor Illusion Effect, which we did a case study on (with other top creator examples).
📬#3 - Write First, Compile Later - Ad Professor
George Mack's Ad Professor is one of my favorite examples of repurposing, not just from his content to his newsletter, but also his overall content system.
The Ad Professor acts as a lead generator for George Mack’s 7-Figure Ad Agency Multiply.
George is not only a genius when it comes to advertising...he’s also a genius at content systems and repurposing.
He uses multiple content signature series and repurposing systems that allow him to drive leads on easy mode.
Let's take a look at all of the systems and stages:
- Main Content System: The Ad Professor’s main content system that he used to grow 100K+ followers on Twitter is his “Collected Ads” threads.
- He makes a thread of ads he collected, and simply shares them in a thread (or carousel), sometimes with added thoughts.
- Secondary Content System: George also has another fun signature content series where he creates an ad for a specific brand “on his X break”.
- Both of his content types revolve around a simple repeatable theme that he can recreate over and over.
- Repurposing Part One: George repurposes content from his threads into super simple carousels of the same exact Twitter post of collected ads.
- Repurposing Part Two: Each newsletter features some of the top ads collected, repurposed right from the threads/carousels.
- The Final Piece of The Funnel: In every newsletter The Ad Professor gives you an opportunity to apply to work with them. No big pitch. Just a simple “Apply Now”. The work speaks for itself. (Especially his “I created this ad on X break.”)
George doesn't host his newsletter on a separate website like we see from the other creators that I was able to link to in order to show you the social content and the newsletter content with more depth, BUT, I did a full LinkedIn carousel breakdown of his repurposing [with image examples] you can read.
📬#4 - The Day After Post - Justin Welsh
The Day After Post is another example of repurposing that you can use to not only get a post on social but also leverage to win more subscribers.
I personally don't love this methodology and think there are far better ways to show your audience that your newsletter is valuable...but it can be tested.
I like gating my newsletter content behind an optin, especially being that my newsletter content has so much depth, but if you have a shorter newsletter this might be more your speed.
How this works:
- Justin sends out his newsletter on Saturday.
- On Sunday, Justin posts a direct link to the newsletter with a short write up on the details that they can find in the article.
- Justin tries to collect subscribers by optimizing his own website's optin CTAs.
NOTE: I haven't seen Justin use this methodology that often, but he does link to his articles A LOT, so it really will come down to testing what the best way is for you.
What I Would Test Instead:
- Methodology like Dan Go: Say something to the effect of "If you like this, you'll definitely like my newsletter."
- Methodology like Me: Say something to the effect of "This was a much larger case study sent out to my newsletter. If you'd like to get direct access to the full case study and future deep dives..."
Note: Everything is a test!
📬#5 - Teaser Post - Chenell Basilio and Me
Teaser posts are an absolute no brainer.
They give you another awesome post per week with a direct CTA that makes your newsletter the lead magnet.
While social platforms make it harder and harder for us to drive our audience off platform with external links, teaser posts have been the number one way to drive the most engaged readers to my list.
AND, you can have a lot of fun with writing them (and still make them valuable for your audience)!
A teaser post is when you tease the newsletter that is going to be sent out a day before it gets sent.
I have seen people try this a handful of hours prior to the newsletter, but without a doubt the best practice (tested and proved) is to post it 24 hours before the newsletter is sent.
In the examples above you can see (don't worry if you can't see them that well, I will link to them all in a second, and give you some more examples of mine below) fun ways that I use my teasers, and also how Chenell Basilio does a direct CTA for her teasers as well.
You can find the posts here:
📬#6 - Bonus Repurposing Examples (Carousels and Teasers) - Mike Romaine [Me]
I don't want to spend too much time on this portion being that this is just another way you can repurpose your content, but I do want to give you as much possible inspiration for your own newsletter and repurposing strategy as possible.
That said, rather than breakdown a specific example, I want to give you a handful that you can click through that I have done with my own content.
NOTE: I am also giving you more examples of my own teaser posts so you can get some more inspiration for that type of post well.
Here are three examples of my newsletters deep dives that have been repurposed to LinkedIn Carousels AND teaser posts:
1 - The Labor Illusion Effect:
2 - Justin Welsh's Pricing Strategy:
3 - Social Proof Loops:
You can also scan through my LinkedIn posts and clearly find some more repurposed posts and teasers if you'd like to here.
📬How Should YOU Repurpose Your Newsletter Content?
There are tons of different ways you can repurpose your newsletter content to your social content, or even decide to go the opposite route like Ad Professor and use your social content to drive your newsletter.
That said, most creators choose to write their newsletter and then take pieces of it and turn it into multiple posts on social media.
Here is a recap of the ways you can do this that we covered in this deep dive:
- Repurposed right into a post.
- Compilation of multiple newsletters.
- Write it first, then create the newsletter.
- Day after the newsletter direct CTA post.
- Teaser post for newsletter the day before.
I choose to repurpose my newsletters with #1 (except I usually use carousels, as I shared above), #2 and #5.
That gives you 3 or more posts per week, nearly half your week of content with simple repurposing that can be done over and over again.
Tack on reposts/repurposing past content, and the fact that you can compile newsletters in many different ways, and you almost have an entire social media content system stemming directly from your newsletter on a weekly basis.
How YOU decide to do it is going to also tie back to your own specific Newsletter Type (and even potentially your Newsletter Business Model as well).
PS - Need help repurposing content in general? Not just from your newsletter? Also check out my full case study on how creators are repurposing social content.
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