Ever feel like you’re constantly chasing content?
You write a blog, then forget to share it. Or you post something great on Instagram, and it disappears into the void the next day.
You know you could be repurposing it... but where do you start? And how do you do it without sounding like a broken record?
If that’s you, you’re going to love this episode.
More...
Let’s be honest – repurposing content sounds like one of those productivity hacks that should make your life easier... but somehow just feels like another thing on the to-do list.
Maybe you’ve written a blog that you meant to turn into an Instagram post, a caption that could have made a great Reel, or an idea that’s floating around in your head but never quite makes it into the world.
You know you should “make your content work harder” – but what does that actually look like in a busy, real-life private practice where time, energy, and enthusiasm are often in short supply?
That’s exactly what we’re diving into on this week’s podcast episode.
I’m joined by Sally Birks, a social media manager and Instagram specialist who helps business owners – including therapists – simplify their content and show up online in a way that feels human, consistent, and most importantly, doable.
We talk about the parts of repurposing people don’t usually mention – like the fear of sounding repetitive, the pressure to be everywhere, and how to stay aligned with your voice when you’re not a natural marketer.
If you’ve ever wondered:
- What exactly can be repurposed (and how)?
- How to keep your content sounding like you, not a robot
- Whether it’s really okay to share the same thing more than once
- Or how to stop content creation from swallowing your whole week...
...then you’ll want to hit play on this one.
Because repurposing isn’t about creating more – it’s about creating smarter. And with a few shifts, it might just change how you feel about marketing entirely.
About Sally
Sally Birks is a CPD-certified social media manager and strategist who helps founders turn their content into consistent clients. Through her signature blend of magnetic messaging, strategic content planning, and done-for-you management, Sally empowers business owners to sustainably grow their businesses without burning out or spending all day on Canva.
After leaving a stable career to travel solo, build a remote business, and live abroad, Sally now brings real-world experience, empathy, and clarity to her work. She’s passionate about helping business owners reclaim their time, amplify their expertise, and build brands that generate revenue even when they’re offline.
Check her out on Instagram @SocialsBySally
Or on her website Sally Birks
And you can work with Sally Birks HERE
Repurposing doesn’t have to mean stuffing the same post into ten different places just for the sake of it.
It’s about making your content work for you – in a way that’s aligned, human, and actually saves you time and energy. And honestly? You probably already have more than enough to work with – it’s just about looking at it differently.
And if today’s episode has got you thinking, “I really need to get on top of my content” – don’t forget, that’s exactly what we do inside the Grow Your Private Practice membership. Support, accountability, blog ideas, and real conversations with people who get it.
CLICK HERE to find out more.
Transcript of episode 207: Easy Content Repurposing for Counsellors, with Sally Birks
If you prefer to read or want to skim through what we've talked about, here’s the full transcript below.
Jane:
Sally, it’s so lovely to have you here! It feels like ages since we last chatted. For those listening, Sally used to do my Instagram for – what was it – two or three years?
Sally:
Yeah, a good couple of years!
Jane:
She’s still the person I go to if I need help with Instagram or social media in general. And today we’re talking about repurposing – how to make the most of your content. So, Sally, what is repurposing?
Sally:
It’s about making your content go further. You’ve already spent time writing blogs or creating posts, and often that content is still useful years later. Repurposing means you’re not starting from scratch – it’s about turning that blog into a carousel post, or a caption, or something else that reaches new people. Everyone consumes content differently, so this helps you show up in different formats – and it can even boost your SEO.
Jane:
Exactly. One Instagram post doesn’t reach everyone, does it? Even if you’ve got hundreds of followers, only a small percentage will actually see it.
Sally:
That’s right. We worry about repeating ourselves, but not everyone sees everything you post. So repurposing helps more people see the work you’ve already created – without constantly reinventing the wheel.
Jane:
Honestly, I know I should do more with my podcast episodes and blogs – but I often don’t. So this is a bit of a kick up the bum for me!
Sally:
Well, you’re already doing it in part. When I worked with you, I used your blogs to create carousels. You could totally be doing that now!
Jane:
To-do list updated!
Sally:
Let’s talk about how. Say you’ve written a blog and want to get more eyes on it via Instagram. One great way is to turn it into a carousel post – those posts with multiple slides you swipe through.
Jane:
How would I even start?
Sally:
Use Canva – it has loads of Instagram carousel templates. If this is new to you, stick with a simple one so it doesn’t feel overwhelming. Just take your blog and pull out key points or subheadings. Start with a strong hook on the first slide – something eye-catching. Then break the content down across the slides. Use bullet points to make it easy to read, and keep each slide light on text.
Jane:
Mine are super simple – just text in my brand colours.
Sally:
That’s perfect! Consistent colours help with recognisability. Your blog’s subheadings make great cues for each slide, too.
Jane:
How often would you post a carousel?
Sally:
There’s no strict rule. I mix things up – sometimes a reel, sometimes a carousel, sometimes a static post. If something needs more space to explain, a carousel’s perfect. Just don’t overdo one format – variety helps.
Jane:
Can you take content from a carousel and repurpose it into stories?
Sally:
Absolutely. You could share a quote from your blog as a story, or a mini version of your carousel. Stories are great for quick, engaging content and only last 24 hours – which helps if you’re nervous about getting it perfect!
Jane:
I like stories for that reason – if I mess up, it disappears!
Sally:
Exactly! You can also use quote posts from your blogs. People love to share quotes – they often get good engagement and can bring in new followers.
Jane:
Is it true that shares are now more important than likes?
Sally:
Yes, the algorithm pays attention to shares and saves. If someone sends a post to a friend or shares it in their stories, that’s a strong engagement signal.
Jane:
It’s funny, quotes have come full circle. They used to be the thing, then went out of fashion, and now they’re back.
Sally:
They’re such a quick, easy way to connect. Just make sure the quote feels relevant to your audience and sounds like you.
Jane:
I use AI to help sometimes – I’ll paste my blog into ChatGPT and ask it to pull out five quote-worthy lines. Works a treat.
Sally:
Yes, it’s a brilliant time-saver! Just remember to tweak the results so they still sound like you. AI can help break down a blog into carousel slides, but always double-check the tone.
Jane:
Exactly. Use ChatGPT like an assistant, not the boss. It’s helpful, but you’re still in charge.
Sally:
Yes – and you can tell it to use British English, avoid Americanised words, keep your tone, and even avoid phrases you don’t like. It’s all about giving it the right instructions and reviewing the output.
Jane:
And remembering that marketing isn’t about proving you’re the best therapist – it’s about helping people get a feel for you. Your tone, your phrases, your vibe. That’s what makes them want to work with you.
Sally:
Absolutely. People don’t want perfect content – they want connection. Don’t let perfectionism stop you from sharing something helpful.
Jane:
And it’s always the posts you spend hours on that flop, and the quick off-the-cuff ones that fly!
Sally:
Yes! Strike while the inspiration hits. Don’t sit on ideas – get them out there.
Jane:
So if someone’s been away from Instagram for a while, how should they get back into it?
Sally:
Start with something light and personal – a glimpse behind the scenes or a quote. Avoid diving straight into promo content. And don’t overthink it – no one’s noticed you’ve been away as much as you think they have.
Jane:
Yes, and try to enjoy it too. Make it fun where you can.
Sally:
Definitely. Just get back in, be real, and keep it simple.
Jane:
Sally, thank you so much. This has been so helpful – and a good reminder that repurposing isn’t just a nice-to-have. It’s essential if you want your content to work harder for you.
Sally:
You’ve already done the hard work – don’t let it go to waste!
