Final Tuesday you wrote a consumer an electronic mail explaining your course of so clearly they forwarded it to their enterprise associate.
Final Wednesday you requested AI to write down a LinkedIn publish and acquired 4 paragraphs that technically contained phrases within the appropriate order. Two likes. One was a bot.
Right here’s the factor: that Tuesday electronic mail most likely had 5 – 6 concepts in it value sharing. Particular, useful, genuinely yours. But it surely went to 1 individual and disappeared. The LinkedIn publish went to everybody and stated nothing.
You’re doing this always. Producing actual, precious content material in emails, consumer calls, session notes, FAQ solutions you’ve typed out 100 occasions. However none of it makes it to your wider viewers. When it’s time to publish, you begin from scratch with AI as a substitute of utilizing what you’ve already stated.
Content material repurposing flips this. It takes the content material you’ve already created, the stuff along with your greatest concepts, and reshapes it into weblog posts, social content material, newsletters, or no matter channels matter to your small business.
Right here’s the system for making that occur. It takes a few hours per week as soon as it’s operating, and also you’ll get extra out of 1 buyer electronic mail than most individuals do in a month of telling AI to “make it higher”.
Let’s construct it.
1. Discover your supply content material
Your greatest materials is the stuff you by no means considered content material in any respect.
That electronic mail the place you defined your course of to a brand new buyer and so they replied “that is so useful, thanks”? That’s content material.
The session the place you walked somebody via a troublesome resolution and so they immediately acquired it? Content material.
That detailed remark you left in a Fb group at 11 p.m. as a result of somebody was flawed about one thing you care about? Undoubtedly content material. And doubtless extra participating than no matter you’d write should you sat down and tried to “create content material.”
The rationale these work so nicely as uncooked materials is that you just weren’t performing. You have been simply being useful. And useful is strictly the tone that will get consideration.
Your content material audit train
Put aside an hour and dig via every part you’ve created over the previous 12 months or so. You’re searching for 10 to fifteen items with actual substance.
Right here’s the place to look:
- Weblog posts and web site pages that truly have your pondering in them, not those AI wrote on autopilot
- Consumer session notes and name transcripts (the messy, unpolished ones are sometimes the very best)
- Podcast or video recordings, even that one interview the place you rambled for 40 minutes and thought it went terribly
- Webinar or workshop materials (particularly the tangents and Q&A, that’s the place your greatest pondering often exhibits up)
- Emails or assist replies the place you defined one thing so clearly you wished you would ship that very same reply to everybody who asks
- Course materials or coaching docs you constructed for one individual however may simply educate a thousand
You’ll most likely find yourself with extra materials than you anticipated. It’s a little bit loopy if you understand you’ve been stressing about what to publish whereas sitting on a pile of concepts you’ve already articulated.
Not every part will likely be value repurposing, although. Rating each bit on three issues:
- Might somebody have discovered this recommendation within the first Google outcome, or is that this genuinely yours?
- Would your viewers really cease what they’re doing to learn it?
- And can it nonetheless matter in six months, or is it tied to a second that’s already handed?
Fee each on a 1 to three scale. Your highest scorers are the place you begin. Choose the highest three to 5, and also you’ve acquired your first batch prepared for the subsequent step.
2. Construct your AI content material engine
There’s a cause why most AI content material sounds the identical – it’s as a result of most individuals give it nothing to work with.
It has no context about who you might be, the way you assume, what you care about, or the way you really discuss. After all it sounded generic. It was writing for no person particularly.
The repair is constructing a devoted AI undertaking. A workspace the place your voice, experience, and enterprise context are at all times loaded.
In Claude, this implies making a undertaking with customized directions. In ChatGPT, it’s a customized GPT. Different instruments have related options. You arrange the context as soon as, and each dialog begins from a spot of understanding as a substitute of a clean slate.
Creating your voice profile
Return to that content material audit you simply did. Pull out 5 to 10 items the place you sound probably the most like your self. Not probably the most polished ones. Those the place somebody studying them would really be capable to inform it was you and never simply anybody in your trade writing about the identical subject.
Now feed these examples to AI and ask it to determine what makes your writing yours:
I’m going to share a number of examples of my writing. Analyze them and create an in depth voice profile that captures how I talk. Transcend generic descriptions like “skilled however pleasant.” I need particular patterns: my common sentence size, how I sometimes open a bit, whether or not I lean on information or storytelling or analogies, how I take advantage of humor (if in any respect), how technical I get, phrases or constructions I gravitate towards, and the rest that makes my writing distinctly mine.
The distinction between a helpful voice profile and a ineffective one is specificity. Right here’s what a foul voice profile appears like:
“Writes in knowledgeable tone. Makes use of clear language. Is educated and useful.”
That describes half the web. It’s the “I’m a tough employee and a crew participant” of voice profiles. It provides AI nearly nothing to work with.
Right here’s what voice profile appears like:
Tends towards brief, punchy sentences (8 to 12 phrases common) with an occasional longer one for emphasis. Opens items with a direct assertion or a query, by no means with throat-clearing like ‘In as we speak’s world…’
Leans closely on particular examples and consumer tales somewhat than summary recommendation. Makes use of informal language (‘here is the factor,’ ‘let’s be actual’) however avoids slang. Explains technical ideas via analogy. Steadily constructions arguments as ‘frequent assumption → why it is flawed → what to do as a substitute.’ Hardly ever makes use of exclamation marks. By no means makes use of the phrase ‘leverage.’
That second model provides AI an actual blueprint. Your first try most likely received’t be this sharp, although. AI may nail some components and fully miss others.
When that occurs, push again. Inform it what it acquired flawed.
- “I don’t use analogies that a lot, however I do ask a variety of rhetorical questions.”
- “You missed that I nearly at all times open with a brief sentence.”
- “I’m extra direct than this makes me sound.”
And equally essential, belongings you’d by no means say. Jargon that makes you cringe, clichés you hate, tones that really feel nothing such as you. Telling AI what not to do is commonly more practical than telling it what to do.
Trip just a few rounds till you learn the profile and assume “yeah, that’s really how I write.”
If it’s nonetheless not clicking, feed it two or three extra examples and ask it to revise. The extra uncooked materials it has, the extra patterns it might decide up.
Including your small business context
Your voice profile captures how you talk. Now layer in what you talk about and who you’re speaking to.
Cowl the fundamentals: what you do (the precise issues you resolve, not your elevator pitch), who you serve (what frustrates them, what they’re making an attempt to determine, and the way they speak about their issues), and the 2 or three subjects you need to personal in your area.
Then add the components most individuals skip, like your precise opinions. The takes that not everybody agrees with. The misconceptions you like debunking. The one place in your trade you’ll defend it doesn’t matter what.
Establishing your undertaking
Load your voice profile and enterprise context into your devoted AI undertaking. Embody a transparent directive:
Use this voice profile and enterprise context for every part you assist me create. At all times write in my voice as described above. Should you’re not sure how I’d method one thing, ask somewhat than defaulting to generic content material.
Then check it. Ask it to write down a brief LinkedIn publish a few subject you recognize nicely. You’ll know inside just a few seconds whether or not it labored.
Both you’ll learn it and assume “huh, that truly seems like one thing I’d say,” otherwise you’ll get again one thing that reads like a LinkedIn influencer making an attempt too arduous and also you’ll know your voice profile wants extra specificity.
If it’s the second, spend one other 15 to twenty minutes refining. That point funding pays again each single week from right here on.
You’ve acquired your supply materials and your AI engine. Now comes the half that adjustments how you concentrate on content material fully.
Most individuals have a look at a weblog publish and see one piece of content material. It will get printed. You be ok with it for roughly the size of a espresso break. After which… you progress on.
The publish sits in your web site like a forgotten leftover at the back of the fridge whilst you open AI and begin from scratch once more. It’s as if the concepts in it have a one-time use restrict.
They don’t.
Every publish often has a number of angles bundled collectively. A key statistic. A framework. A private story. A contrarian opinion. A step-by-step tip. A typical mistake. A helpful comparability.
Every of these is a standalone angle, robust sufficient to hold its personal publish, thread, publication section, or video.
Extracting these angles is what turns one piece of content material into 15+ items with none of them feeling like a duplicate of the unique. As a result of they’re not copies. They’re genuinely totally different views that simply occurred to reside inside the identical piece.
Easy methods to extract angles
Open the undertaking you arrange within the earlier part, paste in a bit of supply content material, and use this immediate:
Break this content material down into particular person standalone angles. I’m searching for each distinct thought, perception, framework, private story, information level, actionable tip, contrarian take, frequent mistake, helpful comparability, and quotable assertion that would stand by itself as a separate piece of content material. For every angle, give it a brief title, a one-sentence abstract of the core thought, and a be aware on what makes it attention-grabbing or precious to my viewers.
What comes again will most likely shock you. You’ve been seeing your supply supplies as one steady piece, however AI reads it as a group of distinct concepts, and immediately you possibly can see them too.
What this appears like in observe
Say you have got notes about pricing methods for freelancers. The AI may pull out angles like these:
The “anchor excessive” precept. Open with a better quantity and the consumer measures every part after towards it, so even a reduction appears like a win to them. Begin low and each addition feels such as you’re squeezing them for extra.
Why hourly charges punish effectivity. The sooner you get at your work, the much less you earn per undertaking. A private story in regards to the second this clicked and the shift to value-based pricing.
The three-tier proposal framework. At all times give shoppers three choices as a substitute of 1. Easy methods to construction the tiers so the center one appears like the apparent alternative.
The “what would you pay an company?” reframe. When shoppers push again on freelance charges, evaluating to company pricing shifts your entire dialog.
Widespread mistake: quoting earlier than understanding scope. Why leaping straight to a quantity earlier than asking sufficient questions is the quickest strategy to underprice your self.
That’s 5 totally different angles from one set of notes. 5 potential posts or threads or movies, none of which might really feel such as you’re repeating your self.
Selecting the angles value growing
Not each angle will likely be a winner, and that’s positive. You’re searching for those that cross three intestine checks.
First, is it particular sufficient to face alone? “Pricing is essential” is a shrug. “The three-tier proposal framework” makes somebody lean in.
Second, would it not make somebody react? The angles value growing are those that make individuals assume “I by no means thought of that” or “wait, I’ve been doing this flawed.” If an angle simply states one thing everybody already agrees with, depart it.
Third, are you able to carry one thing private to it? An angle you possibly can connect an actual story, an actual outcome, or an precise opinion to will at all times outperform one the place you’re simply restating recommendation individuals have heard earlier than.
Choose your strongest three to 5 angles. Every one can turn out to be a LinkedIn publish, an X thread, a video script, a publication section, or a Reddit reply. And also you haven’t needed to give you a single thought from scratch.
4. Flip angles into platform-ready content material
Now for the enjoyable half. You’ve acquired angles, you’ve acquired your AI undertaking loaded along with your voice, and also you’re about to look at the identical thought turn out to be fully totally different content material relying on the place it’s going.
Attempt one angle throughout two or three of those channels to begin and also you’ll instantly see why this isn’t “posting the identical factor in all places.”
Weblog publish
That is the one place a supply piece doesn’t get chopped into fragments. If an angle (or an entire supply) has sufficient meat for 800-plus phrases, a weblog publish lets it breathe, rank in search, and turn out to be a pillar piece that you may hyperlink to from socials.
It’s additionally probably the most sturdy format right here, working for you months after you hit publish.
Flip this right into a weblog publish of 800 to 1,200 phrases. Preserve my voice and my particular examples, don’t pad it to hit a phrase depend, and reduce something that’s filler. Open with a hook that earns the learn, use clear subheadings so it’s scannable, and finish with a sensible takeaway. Write it as my very own pondering organized nicely, not a generic article on the subject.
Angle: [paste here]
LinkedIn is the place individuals go to really feel like they’re getting smarter. Frameworks, private classes, and “right here’s what I discovered the arduous manner” tales are inclined to do nicely.
Posts can run as much as 3,000 characters, however most individuals will solely see the primary few strains earlier than deciding whether or not to learn extra, so the opening has to earn the press.
Flip this right into a LinkedIn publish. Open with a powerful first few strains that create curiosity or problem a standard assumption. Preserve it between 800 and 1,500 characters. Use brief paragraphs of 1 to 2 sentences for simple scanning. Finish with a query to spark dialogue or a transparent takeaway. Don’t use hashtags within the physique, however recommend 3 to five I can add on the finish.
Angle: [paste here]
X
X is the place concepts reside or die in a sentence. Threads allow you to go deeper, however every tweet nonetheless wants to carry consideration by itself as a result of loads of individuals will solely see the primary one.
Flip this into an X thread of 5 to eight tweets. The primary tweet wants a hook that makes individuals need to hold studying. Every subsequent tweet ought to ship one clear level and really feel full by itself whereas constructing on the earlier one. Finish with a sensible takeaway. Preserve every tweet beneath 280 characters. Conversational, punchy tone.
Angle: [paste here]
Brief-form video (Reels, TikTok, Shorts)
You don’t want a hoop gentle and a studio. You want hook within the first three seconds and a transparent payoff earlier than individuals swipe away. The script ought to sound such as you’re speaking to a buddy, not studying an essay.
Flip this right into a 30 to 60-second video script. Begin with a hook within the first 3 seconds that makes individuals cease scrolling (a shocking declare, daring assertion, or relatable drawback). Construction as: hook → context → perception → payoff. Write it as spoken language, not written prose. Preserve sentences brief. Embody notes on any on-screen textual content or visible cues.
Angle: [paste here]
After you have the script, filming is less complicated than you assume. Prop your cellphone up, hit report, and discuss via it.
Most viral short-form movies are one individual speaking to a digital camera in first rate lighting. Should you stumble, simply begin the sentence over and reduce it in modifying. The content material issues greater than the manufacturing.
Publication
Your publication is the place you get to be probably the most your self. These individuals opted in. They need your perspective, not a refined company take. An angle that will get 200 phrases on social can breathe right here, with room for the private story behind the perception.
Flip this right into a publication of 200 to 400 phrases. Private, conversational tone, like I’m sharing one thing I’ve been eager about with somebody I respect. Embody my perspective and, the place attainable, an actual instance or private story. Finish with a sensible takeaway the reader can use this week.
Angle: [paste here]
Reddit and neighborhood platforms
Reddit is a unique animal fully. These communities have finely tuned BS detectors and nil persistence for something that smells like self-promotion.
You’re not posting content material right here, although. You’re discovering questions persons are already asking and answering them utilizing the information in your angles. No hyperlinks. No “as an skilled” positioning. Simply genuinely helpful responses.
Assist me write a Reddit remark answering this query: [paste the question]. Use the information from this angle: [paste angle]. Write it as a genuinely useful, detailed response. No self-promotion, no hyperlinks, no “skilled” positioning. Simply somebody sharing helpful expertise. Match the informal, direct tone of Reddit.
Enhancing AI output
Each AI draft wants your last touches earlier than it goes reside. This doesn’t take lengthy, but it surely’s the distinction between content material that sounds such as you and content material that sounds prefer it was generated for you.
Look ahead to generic openings. In case your draft begins with “In as we speak’s aggressive panorama” or something in that household, delete it and write an actual first line. The opening is crucial sentence in any piece, so it deserves probably the most consideration.
Search for locations the place the content material is appropriate however forgettable. That’s often an indication it’s lacking a private story, a selected instance, or an precise opinion. These particulars are what make individuals cease and have interaction as a substitute of scrolling previous one other piece of competent-but-generic recommendation.
Examine for softened opinions. AI likes to sand down robust takes into secure generalities. Should you went in with an actual perspective, be sure it survived the draft.
And skim each piece out loud earlier than posting. Your eyes will skip issues your ears received’t. If a sentence seems like one thing you’d by no means really say, rewrite it.
Now go use it
When you’ve carried out this just a few occasions, right here’s what the rhythm appears like: decide one supply piece per week, pull your three to 5 angles, then run each via a number of channel prompts in a single sitting. Come again later and edit them individually with contemporary eyes.
The entire thing takes about two to a few hours when you’ve acquired the muscle reminiscence, and most of that’s the modifying, which is the half that makes your content material really yours.
There’s extra to this than what’s on this web page. Easy methods to sharpen your voice profile after it produces one thing that makes you bodily cringe. Easy methods to spot which angles have legs earlier than you even check them. Easy methods to learn your outcomes with out spiraling into “no person likes me” territory.
That stuff comes with reps. A month of really doing this can educate you greater than any playbook may.
As soon as this rhythm clicks, the pure subsequent transfer is wiring it right into a full content material advertising and marketing marketing campaign round a launch or a season, the place one good week of repurposing feeds one thing larger.
In order that’s…form of it. A few hours per week, and also you’ll have extra content material going out than you’ve most likely ever managed, all of it really sounding prefer it got here from an actual individual with actual opinions. Which it did.
Choose one piece of supply content material this week. Pull the angles. Run them via the prompts. Submit one thing.
By week three, you’ll surprise why you ever tried to create every part from scratch.
Simon is a dynamic Content material Author who loves serving to individuals rework their artistic concepts into thriving companies. With intensive advertising and marketing expertise, he always strives to attach the proper message with the proper viewers. In his spare time, Simon enjoys lengthy runs, nurturing his chilli vegetation, and mountain climbing via forests. Comply with him on LinkedIn.
