Productivity
Make it once
One piece done properly lives on six channels. Starting again from scratch every time is the fastest way to stop publishing altogether.
Anyone making something new for every channel stops within three months: nobody can keep it up. What lasts is starting from one thing done properly and cutting the rest out of it, changing the shape and not the substance.
It always goes the same way. You start full of enthusiasm: a post a day on Instagram, one a week on LinkedIn, the monthly newsletter, the blog articles. Month one runs fine. Month two you skip a few. By month three you have stopped, and you feel guilty about it too. It is not a lack of discipline: it is that nobody can invent four different things every week and keep going for years.
One thing done properly, six times over. Not six things done in a rush.
The piece you start from
You need one thing, done properly: an article that answers a real question your clients ask. Not a post, not a passing thought — a piece like the ones we recommend for getting found. A piece with something genuinely useful in it: the thing you repeat on the phone ten times a month.
From there, everything else is just cutting.
| Where | What it becomes | How long it takes |
|---|---|---|
| Website | The full article, with the FAQs | The actual work |
| Newsletter | Ten lines of summary and the link | Ten minutes |
| The most awkward point, written blunt | Ten minutes | |
| Three cards with the three key steps | Half an hour | |
| Short video | You explaining the same thing in a minute, with subtitles | Fifteen minutes |
| Sales | The link you send to whoever asks that question | None at all, and it is the most useful one |
The rule that holds it all together
Every piece points back to the site, always. Social platforms are rented: the rules change, the reach changes, and one day the account can vanish. The article on your own site stays, gets found on Google and works for years. Do it the other way round and you are building on somebody else's land!
How many times you can say the same thing
More often than you think. Whoever saw the post in March is not the person opening the newsletter in October, and even the ones who saw it do not remember. Repetition bores you, because you live inside it all day: the people following you see one thing in twenty that you publish.
The healthy rule is one new piece every two weeks, cut up properly, with the old ones that worked reused in between. Far better than four different things a week for three months, followed by silence. That is the rhythm of the Social Video Club.
- Start from one thing done properly: an article that answers a real question.
- Every channel is a cut of it, in its own shape, not a new piece of work.
- Everything points back to the site: social is rented, the article is yours.
Frequently asked questions
How often should you publish?
Less often than you think, but without disappearing. One new piece every two weeks, cut for all your channels, beats four different things a week for three months followed by silence.
Can you publish the same content on more than one channel?
Yes, changing the shape. The people reading the newsletter are not the people watching stories, and whoever saw the March post does not remember it in October. Repetition tires the person making it, not the person watching.
Is it better to invest in social or in the website?
In the website, and use social to bring people there. Social accounts follow rules that change and they are not yours; an article on your own site gets found on Google and keeps working for years.