What makes content worth repurposing? According to Catherine Censor, Principal and Content Strategist at Cerity Partners, it all comes down to one thing: substance. In this episode, Catherine shares why she’s format-agnostic when it comes to content – and how solid thinking, originality, and clarity are what truly set repurposable content apart.
We also explore how she uses AI tools like ChatGPT to repackage ideas, the importance of maintaining quality over quantity, and how her editorial roots continue to influence her B2B approach.
Find out:
Simple questions to ask before repurposing any content
A checklist to evaluate whether your content is useful, unique and has real substance
How AI tools can support repurposing without replacing original thinking
How tools like Grammarly can support editorial consistency
Why the future of B2B content lies in quality and differentiation, not shortcuts and quick wins
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