Content, the power of repetition

Don't overcomplicate this content sh*t; it's about your message, not about your quantity

Especially now, with ChatGPT, it's so easy to produce more and more, rather shitty, content. Please, realize that more isn't always better. You don’t need new content; you can repeat what you already have. 

Just wrap it slightly differently, and you're good to go. Don't overcomplicate this content sh*t. It's about your message, not about your quantity. 


  • In my humble opinion, the power of repetition is one of the most overlooked elements in content strategies. 
  • At the same time, this is one of the most effective and efficient ways to get more bang for your content buck.


Why it matters

Content production is expensive. Making it shine will cost you even more. It's good to know that if you repeat what you already have, you don’t need that much new content.


Tip: decent quality and wrapping it differently

Assuming that the content you already have is of top-notch quality, already kicks some ass, and is pretty successful with its enchanting charm and undeniable appeal. In reality, your existing content is of decent quality and adds value to your customer by teaching them something new or entertaining them.

Repetition is not per se republishing. It’s more that you wrap your content differently while you keep your key message the same. In other words, don’t 1:1 copy-paste; make a little effort and show that you care. Re-write, re-purpose, and re-cycle what you already have.


Don't overcomplicate this content sh*t; it's about your message, not about your quantity


The power of repetition

Serving your content multiple times in different ways increases the chance that your message will stick and be remembered. Some theoretical background on why repetition works.


1. Strengthen the message

The more often you read or see something, the more it will stick. Simple as that. 

Yet, keep in mind that there’s a balance. Don’t overdo it; that’s stupid and boring, brings nothing new, becomes annoying, and can even achieve the opposite effect.


2. Enhances memory

The more often you read or see something; the easier it is to remember it. When something is repeated, it becomes more familiar, and our brains can hold on to it better. 

Repetition increases the chances that people will remember it.


3. Gives clarity

Repeating your message in different ways makes it easier for your audience to grasp it. Especially if it’s a bit more complex or complicated topic. The key is giving your audience multiple pieces of content to understand your message.

Stated differently, if you explain your message in different ways, the more chance it will stick and lands in the heart and mind of your audience. 

Different people need different cues.


4. Overcomes distractions

In our super busy world, it's easy to become distracted. Our attention span is shortened to a few seconds before the next piece of content draws your attention. By repeating your message, you bring it to your audience more often. Increasing your chances that they will read or see it.

Don’t assume that if you publish your content, your audience will actually read or see it every time. The more often you publish your message, the higher the chance they’ll see it.


Example: one message, two pieces of content (or three)

Practice what I preach—an example of how I do this. One key message, one rationale, both repeated in two content pieces

My key message about ChatGPT is that you must look beyond the hype and prompting details. The ones that thrive are the ones that keep the bigger picture in mind, including knowing when not to use ChatGPT.

The justification, or rationale, consists of three elements

  1. ChatGPT doesn’t give you new insights or strategies. It’s generative AI, a language model with a chat interface that works based on probabilities. It answers your prompt, free of bias or views of its own.
  2. It’s still you who writes the prompts. Bossing around ChatGPT doesn’t get you anywhere. Chatting with ChatGPT is where the magic is created. Notice that it’s already in its name.
  3. Know the downfalls to know when to use ChatGPT and when not. E.g., copyright, confidentiality, data privacy, and false information. 

I created two content pieces with the same message and justification. By wrapping it with a different title and subtitle and tuning and tweaking the body copy, I can repeat the key message.


content examples


Content piece #1

Title: ‘ChatGPT for content and marketing
Subtitle: ‘Understanding its dark aspects, makes you thrive in your job’

1. No new insights or strategies
2. Mental mode
3. Downfalls
• How I use ChatGPT as a copilot


Content piece #2

Title: ‘ChatGPT, your wingman
Subtitle: ‘Use it as intended and to its full potential'

• No new insights or strategies
• Conversational design
• Know when to use it and when not
• How I use ChatGPT as a copilot

Notice that I use different subheaders in the rationale. And in the first piece, I use numbers; in the second, I don't. All while the body copy stays the same. Re-use content isn't a simple lazy 1:1 copy-paste. 


Content piece #3

And with this blog, it's content piece #3 repeating my key message to nudge you that you have to zoom out to optimize the usage of ChatGPT for your work.


Final words

Before you turn to ChatGPT to produce more content, look at what you already have and how you can use that again and again. Creating two or three content pieces out of one message is so easy. It saves you time and budget and enhances the chance that your audience remembers your message.