How Agencies Can 10X Client Content for More Awareness

Do you find yourself spending a lot of time creating content deliverables for clients? Looking for a smarter way to repurpose and amplify content? 

In this article, you’ll discover how to 10x the content your clients already have for more awareness, engagement, and growth.

Why Amplifying Client Content Is Important for Marketers

Having a content marketing strategy is essential for businesses today, but consistently creating high-quality, engaging content can be a significant challenge.  

We live in an age of constant content creation. Social media strategist Lauren Teague points out that most businesses have “a decade’s worth of content” stored on devices and in archives from past marketing efforts. 

The dilemma is that while we’re continually generating content, we often fail to capitalize on each piece fully. Instead of planned amplification, we end up stuck on a “treadmill,” churning out more and more content just to keep up.

Lauren argues that we need to change our mindset around content. Rather than viewing pieces as single-use, we should see them as valuable assets we can repurpose in numerous ways over time. The key is to be strategic and intentional about getting more “juice from the squeeze.” If done right, a solid piece of content should generate value for years, not just a week.

Lauren provides a framework for exponentially amplifying your existing content to maximize its impact and value.

How to Repurpose and Amplify Client Content for More Awareness and Engagement

How do we amplify content? Taking notes from customer experience strategist Jay Baer and her time spent at digital marketing consultancy Convince & Convert, Lauren recommends a process of “atomization” where you break a piece of content down into smaller elements that you can then repackage. 

For example, take a comprehensive research report. Instead of just tweeting the report link or adding it to your website, brainstorm all the possible ways to divide it into smaller content formats.

Some ideas include:

• Social media graphics with key stats
• Short video summaries
• Blog post series based on main sections
• Infographics around major findings
• Email newsletter nuggets
• Presentation decks
• Podcast interview snippets
• Quotes for sharing

Lauren suggests gathering your team for a quick brainstorming session where everyone tosses out repurposing concepts. If you end up with more than 30 ideas, you’ve likely tapped into the full potential. The key is matching formats to social media channels and audiences. For example, determine how an infographic looks on Instagram as a post vs a Reel. How does this live in your email? How does this live on a podcast? 

#1: Systematize Your Content: A Framework for Repurposing and Amplifying Content 

To systematize your content amplification, Lauren utilizes a unique framework centered on four key elements:

1. Content Pillars: Connect content to overarching topics and themes your brand focuses on. This allows you to identify areas where a piece may have additional applications.
2. Audience Stages: Map content to target audience mindsets across your sales funnel. For example, how could a report be formatted differently for prospects who are new to your company vs longtime customers? Different groups will have unique needs.
3. Angles: Determine the core narratives or angles you want to highlight and feature. For a report, these could be major conclusions, actionable recommendations, surprising revelations, etc. Covering multiple angles allows you to generate more variants of the content.
4. Formats: Finally, consider what formats will work best based on social media platforms, use cases, and audience preferences. Would your content resonate more as a LinkedIn article, Instagram carousel, or email newsletter? Align formats to your audience’s consumption habits. 

Here’s an example: Say your cornerstone content is a report. First, start with your core content pillars. If the report applies to 2 pillars, that's a great starting point. Next, look at tailoring parts of the report to two potential audiences or buyer journey stages per pillar, such as prospects vs existing customers.

If you have 5 key report takeaways and 2 target audiences, you have 10 angles. Cover each angle for each audience in 2 formats, like a historical comparison and a demonstrative example, and you have 20 ways to repackage the content.

#2: Lather, Rinse, Repeat: Look for Content Amplification Opportunities 

The amplification process isn’t just a one-and-done activity. Over months and years, you can continue extending and repurposing content by applying this systematic framework.

Many signals indicate an opportunity to amplify content. An important one is aligning with the seasonality of your business and sales cycles. If you know prospect engagement spikes at certain times of the year, ensure you have relevant lead gen and top-of-funnel content ready to activate.

Consider gated assets to exchange for user information, free giveaways to build awareness, and on-site handouts—the types of “free before you buy” content that get attention. Timeliness also matters. An annual report, for example, will have the greatest relevance for two quarters—Q4 when it is released and Q1 of the following year. But reports often maintain value for 1–2 years as an interesting benchmark of progress. The content you published two years back could resurface as a “then vs now” comparison spotlighting your evolution.

Lauren says to leverage real-time trends, too. If a hot topic is gaining traction and you have relevant content, pull that asset forward for amplification—the best signals for what to amplify come directly from your target audience analytics. Pay attention to what people are opening, reading, and sharing. Use social listening and Google Alerts to monitor engagement patterns and hard-to-track dark social activity. Identify the types of content that get quoted or passed around.

This real-time insight applies whether you're an established business, just getting started in a new vertical or industry, or have a fledgling customer base. If you understand who your audience is and what resonates, you can curate a tremendous amount of timely, interesting content even without original authorship.

“Social media has always been about borrowing the best ideas and amplifying other people's work as well,” Lauren says. You don't always need to create original content from scratch. A key social media marketing strategy is curating and amplifying other valuable content, like user-generated content (UGC), that would interest your audience.

For example, if another business publishes a relevant report, you can cite it, pull out insights, and share those nuggets on LinkedIn. Especially with so many research reports coming out at year-end, you could have a couple of Google Docs summarizing top takeaways going into a new year and linking to the source reports without doing the original research. 

We live in a booming creator economy with no shortage of business-to-business (B2B), business-to-consumer (B2C), and social content. Rather than get caught up in a perception that you must author everything, the priority should be putting valuable information in front of your audience in a way that signals what they care about. The original byline is not what matters most; taking action on curating great content is what counts. 

Take advantage of seasonality, sales cycles, and real-time trends to amplify evergreen and repurposed content, not just the latest and greatest assets.

Tactics for Content Curation 

Lauren still relies on some old-school tactics for curating content. Hashtags across social accounts remain useful for following specific topics in real time. Google Trends and Alerts can monitor keywords, headlines, or brand mentions. Even basic social listening tools can pick up relevant conversations.

Luckily, many publishers already curate content in newsletters—providing a pre-filtered starting point to extract 1–2 relevant links from each to share. For example, if you subscribe to 6–10 curated newsletters in the morning, that's an easy list of potential articles to pass on rather than curating from scratch.

And remember to follow specific people who tend to post share-worthy content. Scan your feeds for nuggets that add perspective and are relevant to your audiences.

#3: Streamline Your Content Creation Process With AI 

While Lauren’s framework helps you manually repurpose content, she utilizes various artificial intelligence (AI) tools to streamline creation. 

For example, Lauren created the Brand to Fan Show podcast in early 2023 and quickly realized one episode contained enough value to extract a tremendous amount of repurposed content. Rather than scramble for new material every week, she creates 24 episodes per season and maximizes each. 

She can turn a 45-minute podcast into 30 social graphics using quotes and Canva templates that allow bulk creation of square images, social media posts, animated Instagram stories, etc. It's over an hour's worth of graphics created in less than 60 minutes.

Lauren also records video content of each episode in Zoom and edits clips using the platform’s auto highlights tool. Then, she customizes footage further with transcribed text to select precise segments to feature. Pictory also easily exports properly formatted versions for different social media platforms like YouTube, TikTok, and Facebook. 

She feeds audio files into Castmagic, which automatically generates a transcript and prompts to effortlessly produce titles, pull quotes, and create email newsletter content, LinkedIn posts, Threads, and more. Lauren even has a Castmagic prompt formulated to create a worksheet or other companion assets to make her podcast episodes tangible and actionable. 

Ultimately, each podcast rapidly morphs into some 20 derivative pieces of content across formats and social channels rather than just a standalone audio file. By integrating solutions like these into workflows, Lauren’s small team can painlessly produce a podcast episode and spin off 30 social graphics, 15 edited video clips, email and social content, worksheets, and more.

The essential advantage is that amplified content maintains relevance because themes tie back to strategic content pillars, audiences, and angles. Check out her blog post about how AI can assist you with your podcast. 

Lauren says strategy is key to ensuring amplified content remains relevant over time. Rather than just blasting out repurposed clips like a virtual billboard, think about what is currently resonating or in the news that relates to your audience. Next, identify existing episodes, blogs, or videos you can refresh and tie to timely topics.

Then, tag and organize all your materials so you know what content you've created on specific subjects. For example, if culture comes up, Lauren can instantly see her three top podcasts on that theme from the past year. This allows her to easily pair a current episode on culture with relevant evergreen assets. She may showcase episode 28 and tie it to episode 8 by saying, “If you liked this one, here are other recommended listens.”

Or she could curate a week of employee experience content drawing from her library of pre-tagged clips. The goal is to assemble packages tailored to what makes sense for your audience's interests at that moment. Innovative content systems let you efficiently re-present materials in timely themes rather than always starting from scratch.

Strategy filters amplification while technology enables efficiency. But human guidance ensures relevance.

#4: Common Challenges With Repurposing and Amplifying Content

A common challenge many marketers face when repurposing and amplifying content is getting timely approvals, especially in regulated industries. Some companies require legal reviews or even a month's worth of pre-approved materials before publishing anything.

That severely limits reactionary or real-time content. But it does allow you to play your greatest hits and re-promote evergreen top performers that technically already have a sign-off. For example, reuse your annual Fourth of July post with minor graphic refreshes or copy tweaks rather than starting completely over. Chances are no one will remember specifics from last year anyway.

The goal is to identify successful evergreen and seasonal pieces that merit replays after publication. This will prevent you from reinventing the wheel each quarter or from losing traction from past efforts.

Reinvest Efficiency Gains

Perhaps most importantly, Lauren stresses that you must reinvest efficiency gains from AI-powered content amplification into audience engagement. 

Lauren says to use any extra time to be more social on networks, respond to conversations, share community content, and forge connections through likes, comments, and discussions. Tap into your vault of approved content to reallocate your conserved creative efforts toward meaningful interactions.

Essentially, double down on strengthening relationships through community building. Because as social platforms and algorithms evolve, the importance of genuine human engagement only increases.

#5: Advice on Amplifying Content for Agency Owners

Lauren believes we're at a transitional moment for content marketing efforts, not necessarily shaky ground. With increasing content and advancing AI, strategies must evolve. Many feel social media networks are more difficult now despite the flourishing creator economy. As individuals, we can't excel at producing volumes of content across every emerging social media platform.

Aim to make intentional choices based on your business goals, target audiences, and demonstrated returns. You don't have to be everywhere—decide where you can uniquely show up and shine. 

If a channel isn't generating leads or sales, either test something new for a few months or reallocate your resources elsewhere. For example, if you’re a B2B, LinkedIn often makes sense to double down on as an invested community still looking for quality over quantity. Focus on what moves the revenue needle vs chasing content awards.

This transitional time calls for strategy and selectivity over shotgun approaches. Define what business outcomes matter most to you and streamline your content efforts to drive those key performance indicators specifically.

“The goal is never to be great at content marketing unless you just really want to win an award… But even the award winners are great at business through the use of content marketing, not just because they had a great campaign idea,” Lauren says. 

Amplifying content leverages existing assets while fueling richer audience experiences. Using Lauren’s framework, any business or agency can learn to make owned content work much smarter through creative repurposing. The only question is—what big idea are you waiting to atomize?

Where to subscribe: Apple Podcasts | Spotify | YouTube Music | YouTube | Amazon Music | RSS

✋🏽 If you enjoyed this episode of the Marketing Agency Show, please head over to Apple Podcasts, leave a rating, write a review, and subscribe.

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