“Most companies want to create campaign content that can be distributed across all channels. You can’t write separate content for Facebook from Google+. You can’t tweet about new topics yet. It’s only natural that you take your blog and eBook content and repurpose it for all of your channels. This brings us to an important point…If you promote your blog post or eBook on Facebook and Twitter, you’re NOT repurposing it…you’re promoting it! It’s NOT about promoting, it’s about ENGAGING!”
As marketers we can sometimes be guilty of confusing distribution or promotion (or as @markwschaefer says, content ignition), with content creation. These are muddy waters, and it’s important to remember that each of these channels (including email) offers a different and unique opportunity to repurpose content developed for one of your other channels. Just keep the intent and restrictions of each channel in mind.