We’re in a moment of exploding content demands.
You’ve already seen it yourself — the downward trend of traditional SEO traffic, thanks in large part to AI “answer engines” and other zero-click content that keeps searchers in-platform rather than clicking through to the OG source.
This leaves many teams scrambling to try to find new sources of traffic, leads, and conversions.
Maybe we should make Reels?
What about carousels?
How about if we try animated data visuals?
It’s tactical whack-a-mole.
The truth is you can’t keep up with every possible new content channel and format—without a systematic framework.
This Anchor & Hooks framework is all about repurposing content to build a brand awareness engine — building the top of the funnel via channels other than your website and blog.
The trick is that this isn’t the old “content promotion” playbook.
You’re not taking a blog post and going around posting the link on your social channels, hoping people see the post and click the link.
You’re creating new content.
Native content.
Built for each platform, channel, and format that’s part of your strategy.
But, to make this process manageable and repeatable, retool your content workflow to follow the Anchor & Hooks framework.
The key to this workflow is choosing your content anchor and then identifying specific hooks that feed into your secondary content.
In other words, you’re not trying to just mine each piece for ad hoc opportunities to repurpose.
You build it with specific repurposing workflows in mind:
- Pick the anchor content you want to start with. Could be a blog post, ebook, white paper, research report, or any other asset that you’re regularly creating. Generally the “bigger” the asset, the better it works.
- Create “hooks.” Identify elements of the anchor content that naturally feed into the channels and formats of your secondary assets. These could be data points, headings, visuals, or other building blocks of the anchor.
- Build the anchor content using the hooks. Critically, the anchor content must include the components that feed into your multi-channel strategy. And those components must be built to work as part of the anchor piece and also as stand-alone content.
- Write your secondary content from the hooks. You should be able to seamlessly and quickly repackage the assets from your anchor piece into secondary content for your other channels.
In Action: DreamHost
How does a website hosting company like DreamHost get in front of business owners who might not know — or care, yet — about the technicalities of setting up and running a website?
They invest heavily in top-of-the-funnel content.
The monthly content cadence includes:
- 12 long-form editorial pieces
- 48 visuals
- 12 motion graphics
- 72 social posts for 7 accounts (2 in Spanish)
They take elements of their most interesting blog content, which often focuses on solving the pain points of running a business, and translate it into beautiful, snappy Instagram posts.
Blog images get repurposed for LinkedIn.
Visuals get repurposed as motion graphics and Reels.
This framework gets them in front of a whole new kind of buyer, generating affinity and awareness without the need to reinvent the wheel when it comes to their content production workflow.
But this only works because the assets themselves are designed to be modular. They’re created with the multi-channel strategy already in mind.
