Best Way to Repurpose Content for Social Media With AI (Claude Skills & MCPs)

Recently I joined Randy on his podcast Hot Off the Press, where we broke down how I actually repurpose content, live, on screen. Not the “post it twice” version of repurposing. The version where one blog post becomes LinkedIn, X, Medium, a carousel and a video, and I barely touch most of it by hand.

If you’ve read guides on repurposing that stop at “share your blog post as a LinkedIn update,” this is the version past that. Below, I’ve turned the main points from that conversation into a practical framework you can copy, including the part most guides skip entirely: turning text into video with Claude.

Watch the video: Hot Off The Press with Victoria Olsina

What repurposing content actually means (and where most people stop short)

Repurposing content means taking one piece of source material, a blog post, a video, a chapter, and reshaping it into other formats without starting from scratch each time.

Most advice stops at the easy part: copy the headline into a LinkedIn post, pull a quote for X. That’s real, but it’s the shallow end. The best way to repurpose content treats one source as raw material for a full set: social posts, long-form articles, a carousel, and video, each rebuilt for how that platform’s audience actually reads.

I’ve written up the full case study behind my own system, including the results, in one book, hundreds of pieces of content. This post is the practical version: how to actually build the workflow yourself, step by step.

The best way to repurpose content: one system, six formats

The framework has one rule: nothing gets rewritten manually per platform. A single skill inside Claude reads the source content and drafts every written format in one pass, keeping the voice consistent across all of them.

From one blog post, you get:

1. A LinkedIn post
2. An X post
3. A LinkedIn article
4. A Medium article
5. A carousel script
6. A full video script

The first five are text. The sixth is where most repurposing guides quietly give up, because turning text into video usually means hiring an editor or spending hours in timeline software. That’s the part worth doing properly.

How to repurpose content for social media, without rewriting it five times

For the written formats, the same source content gets reshaped, not copy-pasted. A LinkedIn post reads differently to an X post, and an article reads differently to a caption.

A skill inside Claude handles this by:

• Pulling the strongest insight from the source as the hook
• Rewriting it in the tone and length each platform actually rewards (short and blunt for X, structured and professional for LinkedIn, narrative for Medium)
• Keeping one blog link consistent across every asset, so traffic funnels back to a single destination
• Logging every asset, its platform and its URL in a content tracker spreadsheet, so nothing gets posted twice or lost

None of this needs a social media manager rewriting each post by hand. It needs one well-built skill and a source piece worth repurposing.

Manual repurposing vs skill-based repurposing

Bottom line: manual repurposing works at small volume. Once you need six formats out of every source piece, a skill-based system is the only version that doesn’t burn a full day per post.

Article to Video: Turning Text Into Video With Claude

Everything above covers social and written formats. Article to video runs on its own pipeline entirely, which is exactly why it deserves its own section rather than getting folded into “another social post.”

This is the part that actually differentiates a proper repurposing system from a content calendar with extra steps. If you want the full step-by-step, including how this compares to template-based blog to video AI tools, I’ve written up the complete walkthrough in article to video with AI.

Here’s the process, shown live on the podcast:

1. Claude reads the blog post and generates a full video script from it, not a summary, a script with scenes.
2. The script alternates between two scene types: spoken segments (an AI avatar clone) and animation or graphic overlays, so the video doesn’t look like a static talking head for two minutes straight.
3. A hook gets written for scene one, because the first few seconds decide whether anyone watches the rest.
4. An evaluation checklist runs before the script goes anywhere, catching weak hooks or pacing issues before credits get spent rendering something unusable.
5. The script gets sent to HeyGen, which renders the video using a cloned voice and likeness. Record two or three minutes of yourself once, and you can generate unlimited videos from that clone afterwards.
6. Cost sits around £1 to £1.30 per video on a standard subscription, once the clone exists.

You don’t need to touch editing software at any point in this. The script writes itself from the blog post, and the video renders itself from the script.

If you’d rather not use an avatar clone at all, the same process works using only audio or animation, you just skip the avatar step and let HeyGen (or a similar tool) build the visuals from motion graphics instead.

The Claude Chrome extension: for everything the skill can’t reach directly

One thing came up on the podcast that surprised the host more than the video pipeline: the Claude Chrome extension.

Not every platform has a full API, and not every function inside an API is exposed. WordPress’s REST API, for example, doesn’t expose redirects, because those live inside RankMath, and bulk redirect management sits behind RankMath’s paid plugin.

With the Chrome extension, that stops being a wall. Claude reads whatever page is open and operates the browser directly, clicking, typing, publishing. On the call, it was used live to fix a WordPress article, draft and publish a LinkedIn post, and pull a Google Search Console report into Looker Studio, without a dedicated integration for any of it.

If a step in your repurposing workflow doesn’t have an MCP connection yet, that’s not a dead end. Tell Claude to do it in the browser instead.

What to expect if you build this yourself

The first build is the hard part. Script quality, scene pacing, and caption formatting per platform all need real iteration before the output is reliably good.

Once it’s built, it stops being hard. Generating a full set of assets from one piece of source content takes minutes, not hours, and each run afterwards gets faster as the underlying skill is refined.

The results, three months versus three months as of 17 June 2026, according to Google Analytics: organic search sessions up 37%, organic social sessions up 344%, and organic video sessions up 44%, with AI-generated video the fastest-growing content on the channel. Full breakdown, including AI search lead attribution, in one book, hundreds of pieces of content.

Frequently Asked Questions

What is the best way to repurpose content?

The best way to repurpose content is to treat one source piece as raw material for a full multi-format set, rather than copying it once into another platform. A written skill reshapes the source into a LinkedIn post, X post, article and carousel, while a separate process turns it into a video script, so every format is rebuilt for how that platform’s audience reads, not just reposted.

How do you repurpose content on social media without rewriting everything by hand?

A single AI skill can read one source piece and draft every platform-specific version in one pass: a LinkedIn post, an X post, a carousel script and a long-form article, each in the tone and length that platform rewards. A content tracker spreadsheet then logs each asset’s URL and platform so nothing gets duplicated or missed when scheduling.

How do you repurpose text into video with Claude?

Claude reads the source blog post and writes a full video script with alternating spoken and animated scenes, including a hook for the opening seconds and a quality check before rendering. That script is sent to a video generation tool such as HeyGen, which renders it using a cloned voice and avatar, so no filming or manual editing is required once the clone exists.

Do you need an AI avatar to repurpose a blog post into video?

No. The avatar clone speeds up production once it exists, but the same video generation process works using only audio or animation instead of a filmed likeness. The script and pacing logic stay the same either way.

What tools do you need to repurpose content properly?

At minimum: an AI assistant that can run custom skills (such as Claude), a video generation tool with avatar or voice cloning (such as HeyGen), a design tool for carousels (such as Gamma), and a scheduling tool that can cross-post to multiple platforms (such as Blotato). A simple spreadsheet as a content tracker keeps every asset accounted for.

How long does it take to repurpose one piece of content into a full set?

Once the workflow is built, generating a full set (social posts, an article, a carousel script and a video script) from one source piece takes minutes rather than hours. The time investment sits entirely in building the system properly the first time, not in running it afterwards.

Is there a blog to video AI tool that does this automatically?

Yes, template-based tools such as Lumen5 will turn a blog post into a video, but they work from stock footage and a generic voice, not your own likeness. The approach in this guide uses Claude to write a scene-by-scene script directly from the blog post, then renders it through a cloned voice and avatar in HeyGen, so the result sounds and looks like you rather than a templated stock video. See the full article to video with AI walkthrough for the step-by-step.

Need help turning ideas like this into working systems?

This is the kind of AI marketing work we do with teams that want repeatable workflows, not one-off experiments. See how we work with teams on this here.

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