Content Planning and Repurposing

On This Page

1. Content Pillars
2. A Calendar You Can Keep
3. Batch Production
4. One Shoot for Many Pieces
5. Adapting for Each Platform
6. Approvals and Ownership
7. In Practice
8. Key Terms
9. Sources

Content Pillars

Content pillars are three to five recurring themes that connect what your customers care about with what you sell. For a dental practice they might be patient stories, quick oral health tips, meet the team and technology in the office. For a restaurant, the menu, the kitchen, the people and local events. Pillars make it easy to decide what to post, and they keep your account from turning into one long promotion.

A Calendar You Can Keep

Start with a monthly calendar that lists each post's date, platform, pillar, format and owner. Mark the dates that matter to your business (holidays, seasonal peaks, launches, local events) and plan content a few weeks ahead of them. Keep the schedule modest enough that you can sustain it, because an account that goes quiet for a month loses momentum. Meta Business Suite and TikTok both let you schedule posts in advance.

Batch Production

Filming and photographing in batches saves hours. Set aside a half-day each month to capture several Reels, a set of photos and behind-the-scenes clips in one session. Build a shot list from the calendar beforehand so nothing gets missed.

One Shoot for Many Pieces

One recorded customer story or job can feed a whole month of content.

Adapting for Each Platform

Repurposing means adjusting each piece for where it's going. Export clean video files without another app's watermark, rewrite the caption for each platform and resize for each shape. Add captions on screen, since a large share of video gets watched with the sound off. Longer written versions, such as blog posts, should add real detail for readers, which is what Google's guidance on helpful content rewards.

Approvals and Ownership

Decide who drafts, who approves and who posts. A shared folder of approved photos, logos and videos, plus a short list of words and claims to avoid, lets more people pitch in without things going off-brand.

In Practice

Key Terms

Content pillar

A recurring theme that content is planned around.

Content calendar

A schedule of planned posts by date, platform and format.

Batching

Producing several pieces of content in one session.

Repurposing

Adapting one piece of content into others for different platforms.

Shot list

A planned list of photos and clips to capture during a shoot.

Sources

1. Creating helpful, reliable, people-first content, Google Search Central developers.google.com
2. Adam Mosseri, Head of Instagram, video posts on ranking signals (January 2025) www.instagram.com
3. Instagram Ranking Explained, Instagram about.instagram.com
4. Meta Business Suite business.facebook.com

Platforms change often, so confirm details in the sources above before acting on them. This guide is general information and is not marketing advice for your business.