Most founders write a post, it gets engagement, and then it disappears forever.

That’s throwing away content that already worked.

The truth is, your audience forgets most of what you post within 48 hours. And your network is constantly growing with new people who never saw your best content in the first place.

So today, I’m going to show you the two types of posts you should repurpose, and the exact framework for when and how to repost them without looking repetitive.

Let’s walk through it.

First, decide what you’re optimizing for

Before you repurpose anything, you need to know what success looks like.

There are 4 metrics you can track on LinkedIn:

Likes → The lowest threshold of action. Good indicator that a topic resonates.

Views → You can’t control this. Algorithm-dependent. I don’t optimize for it.

Comments → Optimize for this if you want to start conversations and debates.

Reposts → Optimize for this if you want virality and shareability.

I optimize for likes because it’s the clearest signal that a topic performed well. It’s a low barrier (people will like faster than they’ll comment), and it tells me which ideas are worth expanding on.

Pick your metric. Then use it consistently to categorize your posts into two types: high-performing and low-performing.

Type 1: High-performing posts (repurpose every 3 months)

Definition: Whatever metric you’re optimizing for, this post hit or exceeded your average.

For example, if your average post gets 50 likes, and this one got 80+, it’s a high performer.

Why repurpose it: The idea already worked. Give it another life.

How to repurpose it:

→ Keep 99% of what worked. Don’t change the core structure, examples, or insights. The post performed well because the idea resonated, so don’t overthink it.

→ Update the hook. Make it sharper, clearer, or more compelling. If the original hook was “Here’s what I learned about Series B fundraising,” try “3 things I wish I knew before raising Series B.”

→ Update timely details. If the post references a date, recent event, or specific data point, refresh it. “In Q3 2024...” becomes “In Q4 2025...”

→ Update the CTA. If your goals have changed (e.g., you were promoting a webinar, now you’re promoting a Profile Audit), swap in the new CTA.

When to repurpose: Every 3 months. Your audience has mostly forgotten it by then, and new followers never saw it.

Type 2: Low-performing posts (repurpose every month)

Definition: Whatever metric you’re optimizing for, this post underperformed compared to your average.

For example, if your average post gets 50 likes, and this one only got 15, it’s a low performer.

Why repurpose it: The idea was probably good. But the execution was off.

Most posts underperform for one of three reasons:

→ Poor delivery (the structure or formatting was confusing)

→ Poor timing (posted at the wrong time/day when your audience wasn’t active)

→ Weak hook (people didn’t click or read past the first line)

How to repurpose it:

→ List 5-7 areas for improvement. Look at the post critically. Was the hook weak? Was the structure unclear? Was the example too vague? Did it lack a CTA? Was the formatting a wall of text?

→ Change ALL of those areas. Don’t just tweak the hook. Rebuild the post based on your hypothesis. If you think the hook was the problem, write 3 new hook options and test the strongest. If the structure was off, reorganize it completely.

→ Schedule it again. Post it 30 days later and compare performance. Did your hypothesis hold? If yes, apply that learning to future posts. If no, test a different variable next time.

When to repurpose: Every month. The post didn’t get much visibility the first time, so reposting it quickly won’t feel repetitive.

The repurposing rules

Here’s the framework in a nutshell:

High-performing posts:

→ Repurpose every 3 months

→ Keep 99% of what worked

→ Update: Hook, timely details, CTA

Low-performing posts:

→ Repurpose every month

→ List 5-7 areas for improvement

→ Change ALL of them (hypothesis testing)

Pro tip #1: Use an analytics tool to track which posts hit these thresholds.

Pro tip #2: If you’re optimizing for likes but your content gets less than 10 per post, look at percentages. If one post got three likes and another one got five, that’s a 66% increase in growth: that’s not zero, so optimize accordingly.

Why this works:

Most founders treat every post like a one-time event. But your best content deserves multiple lives. And your underperforming content deserves a second chance with better execution.

The goal isn’t to repost the exact same thing. It’s to extract more value from the ideas you’ve already validated (or the ones you believe in but haven’t nailed yet).

Do this consistently, and you’ll build a library of proven content that you can cycle through, without starting from scratch every week.

What to do next

Pick 2 posts from the last 90 days:

Identify your highest-performing post. Schedule it to repost 3 months from the original date with an updated hook and CTA.

Identify your lowest-performing post. List 5 areas for improvement, rebuild it, and schedule it 30 days from the original date.

Track the results. Did the high performer do well again? Did the low performer improve? Use that data to refine your repurposing strategy.

You already have the content. Now you just need to give it another shot.