I spent 30 minutes writing you this email

Hi Reader,

I've got 30 minutes to write this email.

In 30 minutes, I'm getting into my car and driving across town for a training session in an Olympic-sized swimming pool.

(I'm training for an Ironman in Portugal next month, and I need to hone my swim.)

30 minutes is all I need to write my daily email, though.

I love a good creative constraint.

I also have help.

I didn't always work like this.

When I started creating content online, I only wrote about an idea or topic ONCE.

I wanted to avoid repeating myself or boring readers.

I also picked up some weird ideas about self-plagiarism from a stuffy college lecturer who had a thing for citations.

I followed his approach for a year or two.

Talk about pushing a boulder uphill.

Finding something new to write and publish on my blog EVERY WEEK was tough.

Never mind every day.

I spent hours doing it.

And when I tried repurposing my content so I could get some traffic, I burnt myself out within days.

So, I hired a ghostwriter.

But I couldn't teach them how to write using my tone of voice.

Fast forward a few years...

Now, here’s what my current publishing plan looks like:

I write and send a daily email in 30 minutes, like this one.

I use my daily email to publish 5-6 LinkedIn posts per week.

I also turn that email into posts for Facebook and X.

Publishing iterations of my content on different platforms helps me connect with different types of clients and readers.

Now, that's a lot of content.

You can grow a business with content by creating content for one or two networks.

(Don't believe the hype online about publishing as much as possible on as many networks as you can daily.

You only need to create and repurpose content for wherever your clients hang out.)

I like my repurposing strategy because I only need 30 minutes.

I can write and send a daily email in 30 minutes.

And I can repurpose it for social media in 30 minutes.

Then, I can spend the rest of the day working with clients, fine-tuning my offer or, as I'm doing today, hitting the pool to grind out a looong swim.

In other words, I can work on my business, or pursue my mid-life crisis hobby, while my content pops off online.

I don't use AI to create my content.

I've too much fun writing these emails to even consider that.

But, my AI writer does a great job of taking some of my ideas and repurposing them for social media.

If you'd like to repurpose content you already have with AI, I'm running an online event in a few days you'll love.

I'm hosting The AI Repurposer Workshop.

I'll help you plan your Next 90 Days of High-Performing Content in 90 Minutes.

I'll show you my exact content creation and repurposing process, and I'll help you plan your content live.

You'll walk away understanding what to expect from AI and what to create yourself.

The workshop runs LIVE.

It takes place on Wednesday 4th September at 1500 GMT+1 / 1000 EST.

I'll send a recording to ticket holders, only.

Now, I'm off to the pool.

​Register now.

Write on,

Bryan Collins