Repurpose one piece of content across channels

Kite can repurpose almost any substantial piece your company has made. The best sources hold several distinct ideas, real numbers, or a story with a clear before and after.

• Blog posts and articles. Send Kite the link, or ask for "the post we published yesterday" if Kite runs your website and wrote it.
• Reports and research. Upload the PDF in the Kite web app or share it in Slack, and Kite reads the findings and the figures behind them.
• Webinars, talks, and videos. Share a link to a video on YouTube, TikTok, Instagram, or X, and Kite reads the transcript of what was said.
• Launches and experiment results. When Kite ran the launch or the experiment itself, it already has the details and can turn the result into posts without a brief.

Kite can also go back through your older posts and find the ones worth a second life. An article from last year that still ranks in search often has ideas your newer followers have never seen.

Kite pulls out the parts of a piece that make sense without the rest of it. It looks for four kinds of material: the strongest claim the piece makes, the most surprising number it reports, a before and after, and a lesson someone learned the hard way. Each of these gives a reader something complete, so each can become its own post.

Kite leaves out the parts that only work in context, such as step four of a seven-step process. It also prefers a few strong pieces over many thin ones. Three good posts from one article are worth more than ten that repeat each other, and when an article has only one idea that travels well, Kite writes one post and tells you why.

Every fact in a repurposed post comes from the original. Kite quotes numbers exactly as the source states them and keeps to the claims the source makes. If a report says signups rose from 4 percent to 6 percent, the post says that, rather than a percentage change Kite worked out on its own.

Say you publish a report on how 200 small retailers handle returns. Kite might find that the most surprising number is how many shoppers never return an item they dislike, that the strongest claim is that a clear returns page lifts first purchases, and that one retailer's switch to free exchanges makes a clean before and after. Those become three separate posts, each one leading with its own point.

Yes. Kite writes each version for the place it will appear, so the same idea reads differently on each channel. It chooses a shape for every post before writing it, such as an opinion with evidence, a short note about one number, or a recommendation, and it keeps a small idea small instead of stretching it into an essay.

• LinkedIn. A LinkedIn post carries a point of view and the reasoning behind it. Kite writes an opening that works in the two lines LinkedIn shows before "...more," keeps paragraphs short, and puts the link in the first comment so the post earns its reach in the feed. Each draft comes with two or three alternative openings you can switch between.
• X. A single post on X carries one sharp claim. A thread unfolds one step per post, with an opening that earns the next. Kite writes both from the same source when the material supports a thread.
• Facebook and Instagram. Kite writes captions that open with the point rather than a greeting and pairs them with images or a short video, because these feeds lead with the visual.
• Email. An email to your subscribers can carry more of the argument. Kite writes it as a short piece with a subject line, preview text, and a link to the full article for anyone who wants it.
• Your blog. When the original is a report, a webinar, or a talk, Kite can turn it into one or more blog posts so the ideas also reach people who find you through search.

Kite reads your brand voice, its notes on which social posts have worked for you, and your recent posts on each channel. It borrows how those posts sound without copying their structure, so your channels don't all open, list, and sign off the same way every week.

Related How-to pages

• How to share a new blog post on your LinkedIn company page: Turn a new article into two or three company page posts, each built around a different idea, with the link in the first comment.

Some ideas work better shown than told, and Kite turns those into visual formats. A list of tips, a set of steps, or an argument with several pieces of evidence makes a good carousel. A single number makes a good image. A quick demonstration or a striking result makes a good short video.

For a carousel, Kite first decides what kind of argument the piece makes, because that sets the order of the slides. It writes a cover that works as a hook on its own, one idea per slide, and a last slide with your one real ask, such as reading the full report. Kite's design specialist then builds the slides in your brand's colors, fonts, and logo. A LinkedIn carousel is a PDF document post, and an Instagram carousel that Kite publishes holds two to ten images or videos, so Kite prepares the slides in the shape each one needs.

For video, Kite makes a vertical video of fifteen to thirty-four seconds unless you ask for a different length. It uses your own site's images and footage first and adds generated scenes, voices, and music only where the video needs them. The same video can go to Instagram as a Reel and to YouTube as a Short.

Related How-to pages

• How to turn a blog post into a LinkedIn carousel: Choose the argument that works a slide at a time, write and design the slides, and post them as a PDF document.

Yes. A substantial report or long article often holds enough material for several weeks of posts, and Kite plans it that way. It gives every draft a suggested posting time and spreads the pieces so the first ones go out soon after the original is published and the rest keep it in front of your audience for weeks afterward.

Kite also spreads ideas across channels. Your LinkedIn followers might see the surprising number in week one and the before and after in week three, while your Instagram followers get the carousel in week two. One idea per post means a launch with three angles becomes three posts on different days, not one post that tries to say everything.

You see the whole plan before anything goes out. If a launch slips or a new result changes the story, tell Kite in the same conversation and it moves or rewrites the affected posts.

Kite brings every draft to you before it goes public. You can approve it with the Approve button or a reply in the Kite web app or in Slack, ask for changes, or pick one of the alternative openings by replying with its number. Any draft that mentions pricing, a named customer, a partnership, or a number your company hasn't shared before comes with a note asking for a careful read.

What happens after approval depends on the channel:

• Facebook, Instagram, and YouTube. Kite publishes through your connected accounts and sends you the link to each live post or video.
• LinkedIn. Kite saves each LinkedIn draft in Kite for its author to approve. Once you approve a post, you copy it onto your company page or profile and paste the post's link back into Kite, so it knows the post went out.
• Email. With Mailchimp connected, Kite builds the campaign, sends you a test, and schedules or sends it once you approve.
• Your blog. Kite publishes new posts on a website it hosts, or through your connected Webflow, WordPress, Contentful, Sanity, or Storyblok site, and returns the live URL.
• Any channel you haven't connected. Kite delivers the finished post ready to paste, with its suggested posting time, and includes a link to connect that account if you'd like Kite to publish there next time.

When a report would interest specific prospects, Kite can also build a short list of the right people, score each one against your ideal customer, and write each a personal note that points to the finding most relevant to their business. Those emails go out from your team's Kite email address once you approve them.

Kite reads the results of each repurposed piece once it has had time to run. On Instagram it reads views, reach, likes, and comments for each post. On Facebook it reads Page and post Insights. On YouTube it reads views, likes, and comments, and with a LinkedIn page admin's account connected, it reads your company page's impressions, clicks, reactions, comments, and shares. If Kite hosts your website, its built-in analytics also show how many visitors arrived from each channel.

Kite records what it learns as observations to test again, because one post's audience and timing rarely tell the whole story. It might notice that your carousels earn far more saves than your link posts, or that posts opening with a number get more clicks than posts opening with an opinion. The next time you hand Kite something to repurpose, it reads those notes first and leans toward the formats and openings your audience responds to.