One shoot, a month of posts: repurposing map

By James Jones, founder of Granary Digital · Updated 5 November 2026

Most of the work in repurposing happens before the shoot. If you know which sources you need and what each one can become, the cuts follow.

What a repurposing map is

A repurposing map is a table with three columns: the source you shot, the cuts it can make, and the posts those cuts go into. Shoot each source so it can be cut more than one way. Keep the answers and the demonstration steps clear enough to stand alone.

How to build the map, step by step

1. List the sources you will record: interview answers, a demonstration, a behind-the-scenes set, and stills of the product or the people.
2. For each source, write the cuts it can make: a short clip, a quote graphic, a still, a written post or a carousel.
3. Mark which cuts need a specific shot. A quote graphic needs a clean answer, not a shot of the speaker looking away.
4. Build a calendar with one row per post: week, day, platform, format, source and approver. The planner lays out four weeks at one to seven posts a week.
5. Spread the cuts across the month so the same source does not appear twice in one week.
6. Check that each cut stands alone. A viewer who has not seen the rest should understand it.

A worked example

A café owner records one 20-minute interview about how the menu changed, and a short walk-through of the new coffee machine. The interview gives three quote graphics, four clips and one written post. The walk-through gives two step clips and six stills. Entered in the planner at four posts a week, the calendar starts with a short clip on the first Monday, a still on the Tuesday and a quote graphic on the Thursday, and puts the written post in week three. The planner spreads each format across the month and avoids putting the same format on back-to-back posts. Its starting example also includes one audiogram and one newsletter, so at four posts a week it holds two cuts back for month two. The calendar can be downloaded as a CSV with a blank approver column, and each row names its source, so a change to the interview can be traced to every cut it fed.

Common mistakes

• Shooting the interview without clean answers, so the quote graphics cannot be made.
• Cutting every source into every format. Some sources only make one good post.
• Calendar rows with no source. When the wording changes, nobody knows what to pull back.
• Using the same clip in consecutive weeks.
• Forgetting the captions and the subject's name on each cut.

Content in a Day from Granary is £1,395 +VAT and includes six captioned short-form cuts from one produced day. The Content Studio page sets out the content day offer. For a sense of how many usable pieces a day can yield, see how many videos can you film in a day. If the source is a podcast, one podcast episode a month of clips shows the same method for audio.

The picture at the top of this page is an illustration, not a photograph of a client or a real job.