"The future of content is not about creating more. It's about making what you create work harder." – Ann Handley

We all have good content to share. 

It’s just sometimes the pressure/formality/process of getting thoughts on paper can amke it far harder than it should be. 

Which is why it’s crazy when we can speak our ideas a mile a minute. 

So why not just turn that spoken word into content?! 

"Do more with less" will be the mantra.

Here’s the plan: 

Turn a 30-minute expert interview into a month's worth of high-impact content.

From one conversation, create:

1. Long-form blog post

2. LinkedIn posts

3. X Threads

4. Infographic

5. Carousel

6. Email

7. Webinar

Or whatever permutation you want. 

💡 Strategy: Content Multiplication from One Conversation

The Content Multiplication Matrix is a systematic approach to extract maximum value from a single piece of content.

Do this by diversifying its format, angle, and distribution channel.

How to do it:

1. Start with a "pillar" piece (recorded convo)

2. Identify key themes and soundbites (with AI)

3. Rewrite content for different formats and platforms (with AI)

4. Distribute

Tools I use for this

• Squadcast - to record

• Descript - for video, transcript, repurposing

• Claude (or ChatGPT) -  for text analysis and drafts  

This is a screenshot of Squadcast.fm, which has a nice integration with Descript, so you can record and then automatically edit immediately in Descript.

(PS there’s a free plan that has an hour of transcription time, which is more than enough to get started)

🔓 Unlock: Extracting Gold from Your Content Mine

The real magic of content multiplication lies in unlocking the hidden potential within your existing material.

Let's dive into how AI can help you extract and amplify your best ideas:

• Core Concept Extraction: Use AI to analyze your long-form content (like podcast transcripts or webinar recordings) and identify the central themes and key takeaways. This provides a solid foundation for all your derivative content.

• Insight Amplification: Once you have your core concepts, AI can help expand each one into multiple angles, exploring different facets and implications of each idea.

• Format Transformation: Use AI to brainstorm how each key insight can be transformed into different content formats - from social media posts to infographics to video scripts.

Here's a practical example of how this unlocking process works:

1. Start with a 30-minute expert interview. Above is an example that I did with Dom Proctor.

2. Grab the transcript in Descript (noted in the screenshot)

3. Use AI to extract 5 key insights in ChatGPT or Claude.

4. For each insight, use AI to generate:

   • A catchy headline

   • 3 sub-points expanding on the main idea

   • A relevant statistic or case study

   • A contrarian viewpoint to consider

5. Then, use AI to suggest how to repurpose each expanded insight into:

   • A Twitter thread

   • A LinkedIn article

   • An infographic concept

   • A short video script

   • An email newsletter section

By recording and getting a text transcript, you're not just repurposing - you're creating a content ecosystem that explores ideas from multiple angles and caters to various audience needs.

This unlock-and-expand approach ensures that no valuable insight goes to waste and that each piece of content you create has the potential to spawn an entire family of related, targeted content pieces.

🤖 Prompt: The Content Multiplication Matrix Generator

Transform one piece of content into a month's worth of marketing assets.

This prompt:

• Extracts core insights

• Identifies key themes

• Generates multi-format content ideas

• Optimizes for SEO and engagement

• Plans distribution strategy

Use with any AI platform, ChatGPT, Claude, etc.

You are an AI assistant tasked with analyzing a 30-minute transcript and generating content ideas from it. Follow these instructions carefully:
1. First, you will be provided with a transcript from a 30-minute conversation. The transcript will be enclosed in the following tags:

<transcript>
{{TRANSCRIPT}}
</transcript>

2. After reading the transcript, identify and extract 5 key insights from the conversation. These should be the most important, interesting, or actionable points discussed. Write these insights in a list format, with each insight being a brief, clear statement.

3. Based on the transcript and the key insights, generate the following content ideas:

a) 10 long-form LinkedIn posts (under 1500 characters each)
b) 5 powerful quotes (under 15 words each) suitable for video content
c) 5 pieces of actionable advice with brief explanations
d) 5 carousel ideas, each breaking down a complex idea into 5-7 simple steps or points

4. Format your output as follows:

<key_insights>
[List your 5 key insights here]
</key_insights>

<linkedin_posts>
[List your 10 LinkedIn post ideas here]
</linkedin_posts>

<video_quotes>
[List your 5 powerful quotes here]
</video_quotes>

<actionable_advice>
[List your 5 pieces of actionable advice with explanations here]
</actionable_advice>

<carousel_ideas>
[List your 5 carousel ideas here]
</carousel_ideas>

5. Finally, create a prompt that can be used to generate this output. The prompt should instruct an AI to analyze a transcript and produce the content ideas as specified above. Include clear instructions on formatting the output.

<content_generation_prompt>
[Write your prompt here]
</content_generation_prompt>

Remember to be concise, clear, and focused on extracting valuable content from the transcript. Your goal is to provide a comprehensive set of content ideas that can be used across various platforms over the course of a month.

Here’s what that looks like:

This multi-step process allows for a more thorough and strategic approach to content multiplication. It ensures you're not just creating more content, but strategically valuable content that aligns with your themes and targets different parts of your audience's journey.

🔬 Experiment: Advanced Content Matrix Tactics

Now that we've unlocked our core content, let's experiment with some advanced tactics to truly maximize our Content Multiplication Matrix:

1. The Micro-Content Challenge: Take your main piece of content and challenge yourself to create 50 pieces of micro-content from it.

   This could include: • Single-sentence insights • Data points or statistics • Quote graphics • Single-tip infographics • 15-second video clips This exercise forces you to examine your content from every angle, uncovering nuggets of value you might have overlooked.

2. The Contrarian Angle: For each main point in your content, use AI to generate a contrarian viewpoint. Then, create a piece of content exploring this opposite perspective. This not only adds depth to your content strategy but also helps anticipate and address potential objections from your audience.

3. The Format Roulette: List out 10 different content formats (e.g., blog post, podcast, infographic, video, etc.). For each key point from your original content, randomly select a format and create a piece of content in that style. This pushes you out of your comfort zone and can lead to unexpectedly effective content pieces.

4. The Evolving Series: 

   Take one core idea from your content and create a series that evolves over time:

   • Week 1: Introduce the concept

   • Week 2: Explore real-world applications

   • Week 3: Address common challenges or misconceptions

   • Week 4: Predict future developments

   This approach allows you to deep-dive into a topic while maintaining audience engagement over time.

5. The Cross-Industry Pollination: Use AI to apply your content's main ideas to 3-5 completely different industries. For example, if your original content is about AI in marketing, explore how those same principles might apply to healthcare, education, or manufacturing. This can help you reach new audiences and demonstrate the versatility of your insights.

These experimental approaches push the boundaries of traditional content repurposing, encouraging you to think creatively and extract maximum value from your ideas. 

By implementing these tactics, you're not just creating more content – you're developing a rich, multi-faceted content ecosystem that engages your audience in new and unexpected ways.

Remember, the goal isn't just quantity, but to provide value from every possible angle. As you experiment with these tactics, pay attention to audience engagement metrics to refine your approach and focus on the most effective methods for your specific audience.

📖 Resources: Mastering the Content Multiplication Matrix

Here’s a video walk through of the above, so you can see in action.

Master this, and you'll never look at content creation the same way again.

Stay Super, Marketers!

Gen

PS: This is a very funny AI video spoof of The Office….Obama as Michael Scott, Trump as Dwight Schrucht, Biden as Creed 😆