How do you turn one topic into many content formats?

Make the same idea consumable for different people. Margie Agin builds one topic into formats for readers, watchers, and skimmers, and her favorite source material is original research.

Quick Answer

• Different people consume differently: some read, some want a webinar, some want a short video, some want a graphic.
• Pick formats by learner type, not by what's easiest to produce.
• Original research is strong source material. Margie surveyed 100 people in a specific ICP.
• Pair the data with a clear point of view: why it matters and what the reader should do.

Why Margie Agin starts with one topic, then splits it

The goal isn't more content for its own sake. It's making one idea easy to consume for different kinds of people. Some want to read the full thing. Some want a webinar so they can ask questions. Some want a short video teaser. Some want a graphic that makes the concept click.

"It's about easier to consume for different types of communicators and different types of learners." — Margie Agin

Her example is original research. She's working with a client who surveyed 100 people in a specific ICP that uses a specific type of software. They wanted to understand how those people think, how they use the product, what's next for them, and what's holding them back.

The result was a pile of interesting data plus a clear perspective: why the findings matter and what the reader should do about them. That single research topic becomes the seed for a reader version, a video version, a graphic version, and more, each pointed at a different kind of buyer.

Frequently Asked Questions

Why make the same topic in multiple formats?

Because different people consume content differently. Margie Agin says some want to read, some want a webinar, some want a short video, and some want a graphic. One topic in several formats reaches more of your audience.

What makes good source material for repurposing?

Original research. Margie's team surveyed 100 people in a specific ICP, then paired the data with a clear point of view on why it matters and what to do about it.

How do you decide which formats to create?

By learner type, not by production convenience. Match the format to how your audience prefers to consume: reading, watching, attending a webinar, or scanning a graphic.

Watch the full interview

Margie Agin and Dane Frederiksen go deeper on go-to-market and video in the full interview.