If you’ve ever looked for any marketing advice, online or in person, you now think that you need a 20-person team and days that last longer than 24 hours. “Create fresh content”, they say. “Launch a video series, write a newsletter, and don’t forget to post on every platform”. Sure, you’ll get right on that, as soon as you answer all your emails, sit in three meetings, send a report, and fix that broken form on the site.
But what if someone told you there’s no need to do more, you just need to be lazier, but in a smart way? Mind you, lazy marketing doesn’t mean you get to be sloppy. The point is to know when ‘good enough’ is more than enough. You want to squeeze all the value there is from something you’ve already done instead of starting from scratch every time.
If you’ve already written something great, why not post it again? If you have a good blog post, why not turn it into five other things?
Keep reading to learn how to be lazy the right way.
Turning Static Content Into Motion
Using a URL to video converter might be one of the easiest ways to repurpose/recycle existing content. If you have a landing page, a blog post, or even a good FAQ section, you’ve got material that’s already done its job. Now, it’s just about getting more people to see it, and you can do that by turning it into a video and posting it on video-heavy platforms (e.g., YouTube, Vimeo, Rumble), or short-form-focused ones (e.g., Instagram/Facebook Reels, TikTok, Snapchat, Pinterest).
Short-form video is the format most social platforms actively push. Algorithms on LinkedIn, Instagram, and YouTube Shorts are built to prioritize quick, engaging clips. That’s not because video is flashier but because people actually stop to watch. They might scroll past a blog post, but 30 seconds of motion and sound? They’re far more likely to stick around.
Traditionally, you’d need scripting, filming, editing, and keeping your fingers crossed in post-production to make videos. Now, there are tools that can turn written content straight into videos. You paste a link, maybe tweak a line or two, and the tool handles the rest. The end result is a piece of content that looks polished, sounds professional, and fits right into the feed.
No gear, no budget, no team.
Small Plays With Big Returns
There’s no need to constantly keep making new content to stay visible. Most of the time, you can just use what you already have. Here are a few great ways that’ll bring results without costing you too much time.
- Reposting Without Looking Lazy
Reposting isn’t cheating, it’s survival. If you have a post that performed well once, there’s a good chance it will work again. But you can’t just copy-paste it back into the feed and hope no one will notice. What you want to do is space it out and change it up.
Update the headline, switch the image, or shift the angle a little to match what’s trending. That way, it feels fresh even if it’s not. Most people won’t notice it’s a repeat, especially if it’s on a platform like X or LinkedIn.
- Multi-Format Repurposing
A single piece of content can stretch way further than you think. It can become a segment in a newsletter, a carousel on LinkedIn, a quote card for Instagram, a short script for a voiceover, or even a quick vertical video. It’s the same core idea, just dressed differently depending on where it’s going.
Canva, Descript, or even AI video generators make it easy to switch formats without starting from zero, and the best part is that you already know the message works.
- Dig Into Your Archive
If you’ve been creating content for more than a year, you’re sitting on a goldmine. You probably have a few evergreen pieces like how-tos, guides, or tips, and none of those lose value. They just get buried. Pull them out, update a few lines, add a fresh stat or a reference, and you’re good to go. As long as the content is relevant, it will do well.
This works especially well for SEO because Google notices when content gets refreshed and might reward it with better rankings. Plus, there’s no way your audience can remember everything you posted before.
- Automate the Right Way
Smart automation and lazy automation are two different things. You never want a bot to run your entire presence; you just want it to take repetitive, low-impact tasks off your plate. That means scheduling posts, sending reminders, following up on standard DMs, or managing your inbox with filters.
You shouldn’t automate anything that builds real connections, like replies and comments – they all need to feel human.
Conclusion
Who says being lazy is always a bad thing? Sometimes, being lazy is the smartest way to go, especially if it saves time and gets the results.
Reposting? Not a ‘faux pas’ people want you to think it is. Repurposing? A superpower. Refreshing old content? Basically, SEO magic fairy dust.
It’s not cheating, it’s just efficient. It’s the epitome of the ‘work smarter, not harder’ mentality.
Andrej Fedek is the creator and the one-person owner of two blogs: InterCool Studio and CareersMomentum. As an experienced marketer, he is driven by turning leads into customers with White Hat SEO techniques. Besides being a boss, he is a real team player with a great sense of equality.