The Content Multiplication System
Turn 60 Minutes of Your Expertise Into a Week's Worth of Authentic Content
You know you should be building your personal brand. That's landed for most people by now.
But here's the thing - you're probably busy.
Whether you're running a business, climbing the corporate ladder, freelancing, or building something on the side, content creation can feel like another full-time job.
You're focused on the work that actually matters. Whether that's building products, serving clients, managing teams, or honing your craft.
Meanwhile, other people in your industry are becoming the recognized voices in your space. They're establishing themselves, attracting the right opportunities, and positioning themselves as the go-to experts. They zooming past you.
The FOMO is real.
The Problem Entrepreneurs Face Today
The days of the YouTube boom are over. Especially on established platforms, you need a lot of skill to rise above the noise.
Still, when you go online, you see faceless business profiles posting updates nobody cares about. Content that doesn't drive revenue, doesn't impress people. Just so they can tick it off - "yes, I've done my social media presence."
That's not a social media presence.
That's not an impactful personal brand.
So, once you realize the complexity of the challenge you’re facing, what can you do?
Most founders try one of three approaches:
Hire a VA → Generic content that sounds like everyone else
DIY approach → Sporadic posting when you remember, minimal results
Big agency → $2,000-$8,000 monthly retainers for cookie-cutter strategies (I worked at one of those agencies for the last 6 months.)
But outsourcing to someone who can't capture your unique voice and insights?
That's just expensive generic content.
There's a better way.
Leverage Your Content Via Repurposing
What if you could turn 60 minutes of your expertise into a week's worth of authentic content that actually sounds like you?
First, you have to find your main format that you resonate with.
For me, video comes rather easily (I practiced a lot, I have over 200 videos on my Instagram and many more that nobody ever watched).
I just go on my evening walks - I kill two birds with one stone: I get steps in, get some evening sunlight, and create content.
If you don't like video, you can record a voice note and then transcribe that. I have a friend who dictates straight into ChatGPT and takes it from there. We live in a time where AI can be your personal assistant.
The key is picking something you can do consistently without it feeling like work. To not be too perfectionistic about it and just get going.
Something that you can make a habit.
If 30 minutes walks are too long, do 15. But you’ll need some time to get your creative juices flowing (task-switching cost is a real thing).
How To Take That Content And Repurpose It
Step 1: Transcribe
If you have video or audio, transcribe it. There's TurboScribe or Otter (both have a 30-minute limit). I prefer Mac Whisper (works locally with no limits in the free version).
Step 2: Don't Just Tell AI "Write Me A Post"
This is where most people mess up. If you do that, AI is going to take whatever it knows, make some assumptions, add some ridiculous hallucinations. The end result is not going to be good. It's going to try to fill too many blind spots with random information. It’s not even going to sound like you.
Instead, tell it to analyze the transcript and ask you questions about how you should structure it, how you can target the people you want to target. Remind it to stick to the original content as much as possible.
Here's a great AI prompt for Newsletter Writing by Dan Koe from his Kortex Bootcamp and another one I've been experimenting with (messy).
If you use any of the above prompts, you might get a good result, just from that.
Step 3: Use The Outline Method
If you give it the whole text immediately, you get the whole text back and you're like "Oh my God, I have to edit everything." AI is like a human, it gets confused too. Making edits becomes a nightmare that messes up the quality of the entire text. I’ve been there.
If you tell it too many things, it starts forgetting and doing random stuff.
Ask it instead to first create an outline and to ask you whenever it's unsure.
By answer those questions, you're giving the AI context. If you tell it to create an outline, it's going to check in with you: "I'm going to do the outline like this, do you like that?"
Then you give it input.
This way you get more creative control.
You want to have creative control, not hand it over to AI
Of Course, If You're Truly Time-Strapped...
Look, I get it. Some folks are just too busy to even spend 60 minutes on content creation a week. If that's you, and you want someone who can capture your unique voice and handle this entire process professionally, let's talk.
I help tech founders build industry-leading personal brands that supercharge their sales, hiring, and credibility - all through content 100% authentic to them. No generic content factories, just strategic distribution that builds the RIGHT following in your industry (plus I’ll build key relationships to investors or other key players via organic networking).
Now if you're NOT a founder, but you're a creator and you enjoy writing this is also great news:
The market is booming (Thoughtleadr, the agency I worked for, is scaling like crazy). Too many business requests to fulfill.
If you know how to write, there's good money to be made in ghostwriting.
But let’s get back to repurposing.
The Multiplication Effect
So from one video (or voice note), you can create:
Tweets
Twitter threads
LI or IG carousels
Short-form clips using Opus Pro
Newsletter content (like this one, it's based on one of my voice notes)
That's 5+ pieces of content from one core creation session.
Practice Makes Your Content Better
Here's what most people don't realize:
If you practice speaking, writing, skateboarding, any skill - you do it so many times - your skill level is going to increase.
Your base quality improves to the point where when you're just improvising, just riffing, it might even be better than the prepared content of other people.
That's why I'm such a big proponent of just starting.
Even if there's zero people watching, you're going to feel like a complete beginner (idiot) because you're walking around talking to your phone. But focus on the process - practicing to express yourself, being authentic, talking about things that matter to you.
Not focusing on "I want to reach this person, I want to control this outcome."
Focus on practicing.
What happens?
As you do that, the quality of the content you produce gets better - because you're practicing.
I personally record a live every single day (have been going since 10 days or so). I enjoy doing it. But you can get a lot of progress with one video (or voice note) a week.
What about engaging on content?
The algorithm punishes post and ghost strategies (for smaller accounts at least.) How do you handle that?
This is true. My network on LinkedIn isn’t very strong, so pushing my videos there isn’t doing a lot for me. On my X video isn’t working as well as written content.
For other platforms it also works if you don’t engage a lot. You can get free views, engagement and can collect data on which topics resonate with people.
My Current Stack
Recording: iPhone for videos during walks (I go straight on X live or Instagram Live. No second takes. Just go.)
Transcription: Mac Whisper (free, local processing)
AI Processing: Claude (best for writing in my opinion, extremely creative)
Video Clips: Opus Pro (automatic clip generation)
Kortex: Software similar to Obsidian (markdown editor) but with AI features. I dig it and this post is written in Kortex.
My Favorite Content Type
If you want to build your brand, no matter the platform, you have to be in it for the long haul. It’s a powerful long-term investment. But if you’d as me about a hack for social media growth, it would be Threads on X. That’s also what I specialize in and spent the last 6 months writing. It’s a good content format to focus on and to master, that can give you decent results (and help you build your email list).
Your Next Steps
Pick your core content format (video, voice note, writing)
Create consistently, even if no one's watching initially
Build your transcription and AI workflow
Start repurposing into 2-3 other formats
Refine the process as you go
Remember: You want creative control, not hand that over to AI. Use it as a tool to amplify your voice, not replace it.
The more specific you can be in your prompts, the better results you'll get.
If you enjoyed this read, the best compliment I could receive would be if you shared it with one person or restacked it.
PS: This entire newsletter was created using this system - from a live video I recorded while walking (X, YouTube). The process took about 30 90 minutes total. (Work in progress, I'll keep tracking). I told it (repeatedly) to stick to stuff I said in my original live video. Then I manually edited the whole thing. I’m quite pleased with the result.
PPS: Building a personal brand isn't just about followers - it's about building an asset that compounds forever.
If you're ready to turn your expertise into industry authority but don't have the bandwidth, I offer two paths:
Learn this system through 1-on-1 coaching, or let me handle the entire content creation process as your ghostwriter. Either way, your insights become consistent authority-building content. Check out my offer and let's figure out what makes sense for you.
PPPS: (Now we're in the promotions section!) I LOVE coaching people (leaders, creatives, whoever prioritizes their growth). View some nice testimonials here or read why I think “3-month coaching packages” are a SCAM here.
I do want to repurpose content to all platforms.
My only concern is how important it is to engage on the platforms as well.
Comments to other accounts and responses on our own content to increase the reach.
The algorithms punish the post and ghost strategy (for small accounts at least)
How do you handle that?
Great guide Lukas,
You went through everything one could need to understand,
and do content creation efficiently.
You gave me a few ideas.