We've been told for the past decade that we need to be creating one piece of content and repurposing it across all channels. That may have worked in years past, but in an age where everyone is running that playbook, it's no longer enough to show up on all channels. You need to execute well on the channels that you play on. Repurposing no longer means reformatting a video or image for the proper dimension and reposting. You need to optimize the content itself for the platform.