Repurposing and Accessible Formats

Introduction

A strong, verified article is valuable raw material. Different people prefer different formats, so the same ideas can reach more of them. AI is very good at reformatting, if you give it a reliable source and clear instructions. The aim is to adapt, not to flood channels with near-duplicates.

Start from a verified source piece

Repurposing multiplies both strengths and mistakes. Before adapting:

• Make sure the core piece is accurate and approved.
• Note its key points, examples and calls to action.
• Decide the goal of each new format: awareness, sign-ups or a specific action.

Common formats

Prompting for repurposing

Give the model the source and strict rules:

Turn the article below into a 150-word newsletter section.
Rules: use only facts in the article, keep our voice (plain, warm),
one clear call to action, no new statistics.
End with this link text: "Read the full guide".

Article:
[paste]

Ask for two or three options, then choose and edit. Compare the result with the source for accuracy drift, where details change as text is shortened.

Adapt, do not copy and paste

Each channel has norms:

• Email: a personal tone, one main message, a clear subject line and unsubscribe option
• Social posts: short, a hook in the first line, often a question, with platform-appropriate length
• Video scripts: spoken language, short sentences, visuals described, a strong opening
• Web pages: headings, scannable structure, internal links
• Slides: one idea per slide, minimal text

Avoid posting identical text everywhere, and avoid publishing many near-duplicate web pages, which can look like spam to search engines.

Accessible by design

Accessibility means everyone, including people with disabilities, can use your content. It also helps people in noisy places, with slow connections or small screens.

• Alt text for meaningful images: describe what matters, briefly. Mark purely decorative images as such. AI can draft alt text, but check that it is accurate and relevant.
• Captions for video and transcripts for audio. Automatic captions often contain errors, so review them, particularly names and technical terms.
• Plain language: short sentences, common words, explanations of jargon.
• Clear structure: real headings, lists and descriptive link text.
• Colour contrast and readable font sizes in graphics, and do not rely on colour alone.
• Avoid flashing content and give users control of audio and motion.
• Follow recognised standards such as WCAG as a checklist.

Reuse responsibly

• Credit quotes and contributors correctly, and get permission to reuse customer words and images.
• Keep claims consistent across formats. A cautious statement in the article should not become a bold promise in a social post.
• Update all versions when the source changes.
• Track which formats perform, and stop those that do not.

Try it yourself

Take one verified article. Create a newsletter section, three social posts and a 60-second video script from it, and write alt text and captions for one image and one clip. Check each output against the article for accuracy.

Summary

• Repurpose a verified source into formats suited to each channel, with strict prompts that forbid invented facts.
• Adapt tone and length per channel, and check each output for accuracy drift.
• Build in accessibility with alt text, reviewed captions, plain language and clear structure.