The Content Multiplication System

I hope your week is off to a rip-roaring start, and you've got more premium clients knocking on your door than you can handle (if you don't, then reply to this email with CLIENTS and I'll help you.)

If you've been reading this resource letter over the last 13 weeks, You've picked up some valuable tips on how to grow your consulting business.

We've covered the 8-stage Client Value Journey, positioning in the new AI world, prioritizing client efforts using Theory of Constraints, and tools to automate your business.

This week, I want to share my thoughts and discoveries about creating content without blowing up your calendar or losing your authentic voice.

I love artificial intelligence (mostly), but it's also creating a trust recession in the marketplace. When you read something or watch a video, how do you know if it's real? 
Creating content is hard, and yes, using AI correctly can make it much easier, but LinkedIn, for example, is becoming a sea of AI-generated sameness. Every post sounds beige. And the living, breathing human beings you want to do business with can tell.

But it is possible to do this the right way. It's possible to create great content at a volume that gets you out there where you need to be, without losing your authentic voice.

The difference isn't working 'till the wee hours of the morning, staring at a blank screen. You just have to have a good system. So...

Here's what I have for you in this issue:

🛠️ The Content Multiplication System: Four-layer framework that makes every piece serve multiple purposes

🤖 The "Content System Architect" Prompt: Map your 2025 content strategy

Recently, my friend Ryan Levesque (2x bestselling author and Inc. 5000 CEO) shared his approach to creating 275,000 words annually—roughly equivalent to five books.

He uses what he calls Function-stacking: making every substantial piece of content serve multiple purposes across multiple platforms.

Entrepreneur and founder Matt Gray calls his approach the "Content Waterfall."

Online entrepreneur and LinkedIn influencer Justin Welsh calls his approach the "Hub & Spoke" System where he uses his "Content Matrix" to repurpose one piece of content into many.

I've learned from all of these gentlemen, and to go further back, a few decades, I learned from the great Ben Settle, and Dan Kennedy before him, on how to write great content, specifically a great newsletter.

So in this issue, I'm going to give you my take on this.

But I had to first give credit where credit was due. And yes, I have used a little A.I.— as my inexpensive and brilliant intern—to help me finish this piece for you. But I can assure you these words are mine, and mine alone.

I hope you'll entertain me a bit and give me the liberty to call this the "Content Multiplication System—a practical framework for consultants who need volume without losing authenticity." You can thank Claude for that title, and Ryan, Matt, Justin, Ben, and Dan for the overarching framework and inspiration. The rest is my unique approach from the School of Hard Knocks. 

The first order of business is to stop treating content like discrete tasks, done in disorganized fits and starts. Instead, build a system with four layers working together:

Layer 1: Flagship Content (Deep dives that establish authority)

• Case studies, frameworks, major insights
• 4-6 hours per quarter = 4,000-6,000 words

Layer 2: Core Content (Weekly)

Your newsletter hub—where everything points

• 90 minutes per week = 1,000-1,500 words

Layer 3: Discovery Content (Daily)

Visibility and engagement layer

• LinkedIn posts, insights, comments
• 15-20 minutes daily = 200-400 words

Layer 4: Amplification Content (Automated)

Extracted from other layers

• Quote graphics, clips, snippets

Total weekly time: 3-4 hours
Total output: 15-20 pieces across platforms

The Content Multiplication Method

Here's the magic: One substantial piece gets repurposed strategically.

Example: Quarterly Client Case Study

Original Creation (4 hours): Document major client transformation—before, during, after. 4,000 words.

Multiplication #1: Break into 3 weekly newsletters
Multiplication #2: Extract 12 LinkedIn posts
Multiplication #3: Record 30-minute video walkthrough
Multiplication #4: Package as downloadable case study

Result: 4 hours → 3 months of content across multiple platforms

This is content multiplication—making every creation hour count 10x.

Your Newsletter IS Your Lead Magnet

Having a multitude of separate PDFs and guides it isn't really necessary if you're writing a great newsletter each week.

Research shows subscribers who opt in for a "thing" are least engaged long-term. They wanted the download, not a relationship.

Subscribers who opt in for the newsletter itself stay, read, buy.

The new strategy:

Everything you create sends people TO your newsletter:

• LinkedIn → "Explored this in this week's newsletter"
• Videos → "Subscribe for insights like this weekly"
• Case studies → "Get transformations like this every Tuesday"

Your newsletter becomes your lead magnet, relationship builder, sales engine, and thought leadership platform.

Connection vs. Discovery

Ryan calls this serving your "existing audience" versus "syndication for new discovery." I think of it as two distinct content purposes:

 Connection Content (People Who Know You)

• Platform: Email, direct messages
• Goal: Deepen relationships, demonstrate value
• Style: Personal, detailed, insider perspective

Discovery Content (People Who Don't Know You)

• Platforms: LinkedIn, YouTube, podcasts
• Goal: Stop the scroll, create curiosity
• Style: Pattern interrupt, bold opinions, surprising insights

The mistake is using the same content for both purposes.

Connection is deep. Discovery is wide.

The AI-Assisted Authenticity Approach

Ryan takes a strong stance: all written work with your name should be written by you, not AI or ghostwriters. He believes transparency matters.

 I do, too. I respect that position. I also recognize most consultants running active practices need a middle path, at least until they can get to the place where they can write every single word and still create a winner nearly every week. 

 Here's the balanced approach:

What AI Can Do:

✅ Research trending topics
✅ Transcribe voice memos into drafts (https://wisprflow.ai/ is the bomb for this!)
✅ Suggest structural improvements
✅ Repurpose long-form into short variations

What YOU Must Do:

✅ Provide insights from client work
✅ Tell stories from experience
✅ Write hooks and conclusions
✅ Final edit for authentic voice

The Process:

1. Voice memo your insights (15 min)
2. AI transcribes and structures
3. YOU refine ideas, add stories
4. AI assists with flow
5. YOU final edit for voice

Time: 60-90 minutes per newsletter
Maintains authentic voice
Sustainable long-term

The Test: Would you tell prospects exactly how you create content, including AI's role? If yes, you're doing it right.

Your 30-Day Launch Plan

🗓️ Week 1: Design

• Choose quarterly flagship topic (4,000-word case study)
• Map 12 weekly newsletter themes
• Plan content multiplication approach

🗓️ Week 2: Create

• Produce first flagship piece (4-6 hours)
• Extract derivatives: 3 newsletters, 10 posts, 1 video

🗓️ Week 3: Launch

• Send first newsletter
• Post LinkedIn pieces driving to newsletter
• Create video on key concept

🗓️ Week 4: Optimize

• Review what drove most signups
• Document your process
• Plan next quarter 

The Content ROI

Before System:

• 8-10 hours weekly, scattered posts
• 10-20 monthly signups, 1-2 leads quarterly

After System:

• 3-4 hours weekly, 15-20 pieces
• 50-100 monthly signups, 5-10 leads quarterly

Month 12 Result: Content generating 30-50% of new business

The Content Secret

$100K consultants create content when inspired—they post when they have time, and they go dark when their business overtakes them.

 $1M consultants engineer systems that run whether they feel inspired or not—they dedicate specific time blocks, create clear processes, and see content as infrastructure.

 Chances are really high they're not more talented than you. Just a whole lot more organized. 

 When you build a content multiplication system like I've outlined here, using AI for efficiency while maintaining your, you escape the content treadmill.

 You become visible without becoming exhausted.

 Next Week: How to turn your content multiplication system into a predictable lead generation engine.

Want to dive deeper? Check out these related articles:

👉  The AI Automation Revolution: What Changed in 2025
👉  Theory of Constraints for Your Client Value Journey

You might also find these interesting:

🔎  The 10X Brainpower Lever: How Top Consultants Multiply Output Without Working More
🔎  The Human Edge: Why AI's Trust Problem Is Your Biggest Opportunity

P.S.: When you're ready, here are more ways I can help you...