Create original content for new ideas, pillar guides, and platform experiments. Repurpose all original content for distribution, to maintain a consistent posting schedule, and to double down on your best-performing ideas. A good ratio for most creators is 20% original content and 80% repurposed content.

When to Create Original Content

1. New Ideas and Frameworks

When you have a genuinely new insight, framework, or perspective, it deserves to be original content.

2. Pillar Content

Your foundational pieces — the comprehensive guides, the flagship videos — should be original. They become the source material for months of repurposing.

3. Platform-Native Experiments

Each platform has unique formats. Testing new formats like your first YouTube Short requires original content.

When to Repurpose

1. Distribution (Always)

Every piece of original content should be repurposed for distribution. One YouTube video can become 5-7 pieces of platform-native content.

2. Maintenance Content

You can't take a week off from posting. Repurposing fills the gaps between original pieces, allowing you to maintain a sustainable production rhythm.

3. Best-Performing Content

Your analytics tell you what resonates. Double down on winners. If a video performs 2x above average, repurpose it to every platform and create variations.

The Ideal Ratio

For most creators, a 20/80 split (20% original, 80% repurposed) is ideal. As your content library grows, you can shift even more towards repurposing.