How I Turn 1 Newsletter Into 30 Days of Content

"Repurpose your content," they said.

"Write once, publish everywhere," they said.

Sounds smart. Sounds efficient. Sounds like the kind of thing you'd read in a LinkedIn carousel and nod along to.

Here's the reality.

For 15+ years, I ran a company that generated a stupid amount of content.

Workshops every single month. Webinars. In-person events. We even hosted our own conferences with guest speakers flying in from all over the world. Behind-the-scenes interviews. Facebook lives every week. Dozens of hours of raw footage piling up on hard drives every single month.

(I'm not exaggerating. We were a content machine.)

You'd think repurposing all that content would be easy.

I mean, we had the raw material. We had more content than we knew what to do with.

So we built a whole team around it.

Video editor. Copywriter. Social media manager. Graphic designer.

Over $10k a month in services.

And you know what?

The repurposed content was… never quite right.

I remember one specific disaster.

We hosted a 3-day live event. Flew in speakers from almost every continent. Packed room. Great energy. Standing ovations. Pyrotechnics.

(Okay, no pyrotechnics. But close.)

We captured everything.

Speakers from stage. Behind the scenes interviews. Q&A sessions. Breakout rooms. Over 30 hours of raw footage.

(We literally had a videographer following people into the hallway to capture "candid moments.")

My content team spent weeks turning it into repurposed content.

Blog posts. YouTube videos. Social clips. The works.

Total cost when you added up the labor?

Over $50,000.

I wish I was joking.

The clips got less engagement than my off-the-cuff Facebook lives. The ones I'd shoot in my car with zero production value.

The blog posts mostly sat there collecting dust.

The YouTube videos would get a couple hundred views... then flatline.

The social content? A handful of likes. Maybe a comment or two.

Weeks of work. Five figures of investment. Worse results than if we'd just created content from scratch.

Here's what I finally understood...

You can't translate energy.

The energy in that room was electric. People were fired up. You could feel it.

But you can't repurpose that feeling.

You can't chop it up and repackage it and expect the same vibe to come through a screen.

A 90-second clip of a speaker mid-thought, ripped out of a 45-minute presentation... it just doesn't hit the same.

The context is gone. The buildup is gone. The feeling is gone.

All you're left with is a fragment that doesn't quite make sense and doesn't quite connect.

And no amount of editing can fix that.

We were trying to squeeze every last drop out of that footage. Maximize the ROI. Get our money's worth.

Instead, we just created a mountain of mediocre content that performed worse than stuff I could've made in 20 minutes with my phone.

That's when I stopped believing in repurposing the traditional way.

And started looking for something completely different.

If you've ever tried to take a video transcript and turn it into a blog post... you know what I'm talking about.

It takes longer to clean up the spoken word than it does to just write the damn thing from scratch.

The rhythm is off. The structure is wrong. You end up with this Frankenstein piece that doesn't quite work.

And the short-form clips?

Don't get me started.

Because the original content wasn't packaged in a bite-sized format.

A 90-minute webinar has a certain pacing. It builds slowly. It assumes you're committed for the long haul.

A 60-second Instagram clip needs to grab you in the first 2 seconds and deliver a complete thought in 15 or you're gone.

Completely different requirements.

Here's what I learned the hard way...

You can't just take a webinar and rip the audio and call it a podcast.

You can't just transcribe a video and call it a blog post.

You can't just chop up a presentation and call it a carousel.

If you want a podcast, you need to record a podcast.

If you want a blog post, you need to write a blog post.

If you want a carousel that actually stops the scroll, you need to build it for that specific platform.

Each format has its own structure. Its own hooks. Its own beats.

And repurposed content hits none of them.

Yet, that was the system for 15 years.

Generate content. Invest thousands in post-production. Get mediocre results.

Rinse and repeat.

And look... some months were better than others. Occasionally we'd nail something.

But for the most part, we were spending real money on content that barely moved the needle.

The math never made sense.

But I didn't know another way.

Here's what would've actually worked...

Platform specialists.

Not generalists who "do content."

Actual experts who live and breathe one specific platform.

Someone whose entire job is mastering LinkedIn's algorithm. Who knows what hooks work. What carousel formats get saves. What post length keeps people reading.

Same for Instagram. Same for Facebook. Same for YouTube.

But hiring actual specialists?

That's $2,500-5,000 per month. Per person.

So a YouTube expert, LinkedIn expert, Instagram expert, Facebook expert...

We're talking another $10,000-20,000 a month on top of what we were already spending.

And good luck finding people who actually know what they're doing.

Most "social media experts" couldn't tell you what actually converts. They just post and pray like everyone else.

Even if I did pay for it... that's not a content team anymore.

That's a content department. With meetings. And Slack channels. And opinions about font choices.

Hard pass.

So we stuck with generalists.

And here's the thing... they weren't bad at their jobs.

They just had an impossible job.

We were asking one person to be an expert plumber, electrician, and carpenter at the same time.

The model was broken.

We had an email copywriter writing most of the email copy. Then somebody else would try to turn that into content for social media.

We had experts delivering Facebook Lives. Then someone would try to chop them into Reels.

It was reactive. Whatever was being promoted at the time.

No real strategy. No process for creating content that appealed to our audience using best practices for each platform.

YouTube's algorithm changes every six months. LinkedIn rewards different content now than it did a year ago. What works on Instagram Reels is completely different from Facebook Reels... even though they're supposedly the same thing.

Keeping up with all of that is a full-time job.

And nobody on my team had that job.

They were jack-of-all-trades content people.

And jack-of-all-trades gets you jack sh!t results.

I fired my content team.

Well, not literally. That's still happening at my previous company.

But for my personal brand?

Zero content team. Zero employees. Zero contractors.

I replaced them all with AI specialists.

Not generic ChatGPT prompts. Not "write me a LinkedIn post about consistency."

Actual trained specialists that know their platform inside and out.

Here's how they work...

I have a few different specialists. Each one trained on a narrow scope.

My Hook Specialist generates different angles and entry points for any piece of content.

My Social Content Specialist knows all the frameworks for what's working right now in 2026. For every platform. Facebook, LinkedIn, Instagram, and soon YouTube and X.

My Newsletter Specialist has every newsletter I've ever written loaded in. It knows my voice. My patterns. My stories.

Any specialist creating written content is trained on my complete voice guide.

Any specialist creating visuals is trained on my visual brand guide.

I call this my Brand DNA.

Most people use AI like a generalist.

They have conversations. They start from scratch every single time. "Hey ChatGPT, write me a post about X."

And they get back generic garbage that sounds like everyone else's AI slop.

Then they spend 90 minutes editing it into something passable.

Congratulations. You've automated mediocrity.

The shift happens when you stop treating AI like a tool and start treating it like a team of specialists.

You don't ask a generalist to "make content."

You ask your Social Content Specialist to create a Facebook post optimized for that platform's current algorithm.

Then you ask it to turn that same idea into a LinkedIn carousel that stops the scroll and gets saves.

Then an Instagram version with slides that work in that visual-first environment.

Same specialist. Different outputs. Each one built for its platform.

And it saves you hours of work every single week.

Here's what this looks like in practice...

I write one deep piece. Usually my weekly newsletter.

That's where I do the hard thinking. Work through the ideas. Tell the stories.

(If you missed my breakdown of how I write these in about 20 minutes, check it out here.)

Then I hand that newsletter to my social content specialist.

I tell it: "Give me as many hooks as possible for this piece."

It spits out 15-20 options. Different angles. Different entry points. Different ways to frame the same core idea.

I pick my favorites. Usually 3-5 that really hit.

Then I flesh out an outline for each one.

I start with Facebook first because Facebook does really well with long-form written posts. My bread and butter.

Then I repurpose for other platforms.

LinkedIn gets a slightly different treatment. More professional. Less profanity. (Usually.)

Instagram gets the visual-first version. Bold images. Minimal text.

One newsletter creates content for three platforms right now.

Soon it'll be four or five when I launch my YouTube channel in March and roll out my X strategy.

If you multiply all the platforms and variations...

One single long-form piece becomes anywhere from 20 to 50 pieces of content.

Right now I'm posting daily on Facebook and a few times a week on the other platforms.

That frequency is about to increase to five times weekly for all platforms.

Except YouTube. That'll be once per week.

(I'm leaving for Mexico for the entire month of February. Had to push the YouTube launch to March. But the specialist is already building scripts. The system is ready. I just need to show up and record.)

The beauty of this approach...

When I write first and really think deeply about creating one valuable asset like this newsletter...

It's easy to turn that into a high-value YouTube video.

And most of the work for creating social content is already done.

I can take pieces of the newsletter. Or summarize the big idea. Then lead people to want to learn more and go deeper with the full piece.

Let me show you some numbers...

My newsletter open rate is currently 61.32%.

Industry average is around 20-30%.

I've got close to 480 active subscribers right now. All organic. Zero ad spend.

And here's what most people miss...

I'm not optimizing for volume. I'm optimizing for quality.

I have a dozen or so people on my list who've built multiple eight figures in revenue.

Quite a few others who are founders, CEOs, and high-level operators.

Every time I post on Facebook using content from my specialists, I get high-quality newsletter subscribers.

Not a ton of them. But the right ones.

The posts designed for conversions don't get as much engagement as the viral stuff.

(I've had posts get over 100 comments, which is cool. And those did generate leads and sales.)

But the real money is in the “dog whistle” posts.

The ones that speak directly to my perfect prospects and make them go "holy sh!t, I need to pay attention to this person."

Those posts might only get a few likes. Maybe a handful of comments.

But they bring in the right people.

Three newsletters ago, I broke down the exact numbers.

$28,697 in six weeks. With just one hour per day of focused work.

All of this content? Created using my specialists.

LinkedIn is still frustrating for me, to be honest.

I see all this AI slop getting tons of engagement. Meanwhile I'm sharing high-value frameworks and maybe get a few likes.

But I've gotten a dozen subscribers from LinkedIn who are higher-level than most other sources.

I could probably game the algorithm better. Participate in the "comment on AI slop to get eyeballs" strategy.

But I refuse.

I'd rather have 12 premium subscribers than 1,000 tire-kickers.

Let me show you what this looks like compared to the old way...

Taking a webinar and turning it into a YouTube video, a LinkedIn carousel, and Instagram content would take half a day.

Minimum.

Usually more like a full day by the time everyone touched it.

That's $500-1,000 worth of labor. Per piece of content.

And the results were... meh. Nothing special. Definitely not worth the investment.

Don't even get me started on the revision cycles.

"Can you make the hook punchier?"

"Can you make this graphic pop?"

Newsletter to Facebook posts: 5 minutes.

Newsletter to LinkedIn content: 5 minutes.

Newsletter to Instagram content: 5 minutes.

15 minutes total.

And the content actually performs because it's built for each platform from the ground up.

The specialist knows what a good Facebook hook looks like right now. Knows how to structure a LinkedIn carousel that gets saves. Knows the visual rules for Instagram.

My old team was guessing.

The specialists aren't.

That's not a small difference.

That's the difference between content that sits there and content that actually moves people to take the next step.

Here's what trips people up when they try to do this...

They treat AI like a tool.

"Write me a post about consistency."

And the output sounds like it came from the same slop factory as everyone else.

Then they blame AI.

"See? AI can't write good content."

Wrong.

The problem isn't AI.

The problem is you're using it like a generalist when you need specialists.

You wouldn't hire one person and expect them to be an expert in plumbing, electrical work, carpentry, HVAC, and landscaping.

So why would you expect one generic AI conversation to handle your newsletter, your social content, your hooks, and your visual design?

Train specialists. Give each one a specific job.

The breakthrough is in the training.

Build your Brand DNA first. Your voice guide. Your visual identity.

Then train your specialists on their specific jobs.

Hook Specialist handles angles and entry points.

Social Content Specialist handles platform-specific formatting and optimization.

Newsletter Specialist handles your weekly deep dives.

Feed them the frameworks that actually work right now.

Update them as things change.

(And things always change. What worked on Instagram six months ago doesn't work today.)

This is the system I wish I had 15 years ago.

Would've saved me hundreds of thousands of dollars in content team costs.

And countless hours of frustration watching mediocre content perform exactly as mediocre as it looked.

I put the entire system into The Magnetic Brand System.

Your trained AI Content Writer that sounds exactly like you.

Your AI Creative Director who creates scroll-stopping visuals in minutes.

The specialists that turn one piece of content into 30 days worth of platform-native posts.

Takes about an hour to set up.

You walk away with the infrastructure to create content at scale without hiring a team or burning out.

The process works across any AI platform. Claude. ChatGPT. Doesn't matter.

The principles are universal and evergreen.

Train specialists on narrow scopes. Feed them your Brand DNA. Let them do what they're built to do.

One deep idea. One source piece. Multiple platform-native expressions.

That's the system.

👉 Grab the Magnetic Brand System Right Here.

If you already picked it up, I'd love to hear what you think.

Reply to this email or hit me up on the socials.

Until next time,

—Tim Erway

P.S. This is the system I wish I had 15 years ago. Would've saved me hundreds of thousands of dollars and countless hours of frustration. Instead, I learned it the hard way... by doing it wrong for over a decade. You don't have to.

P.P.S. Next week, I'm breaking down the 3 funnels that run my entire business and how this content system feeds all of them. Spoiler: It's simpler than you think. Or I'm an idiot and it's not. Either way, you'll find out next week.