How do I turn one podcast into a week of content?

My base problem was simple: I didn't have enough content going out, so nobody knew who I was. The fix is putting out really good content consistently and frequently on every channel. The cheapest way I know to do that is one recorded conversation turned into everything else.

What can one conversation become?

Take the transcript and turn it into articles. Turn it into short-form video. Turn it into the newsletter. Most of the articles on my site and most of my newsletter are just podcast transcripts turned into text. It looks like I have all this crazy stuff, and all it was was me talking to somebody for an hour.

It also solves the blank-page problem. You're creating all the content you need just by chit-chatting with somebody. If you serve a profession, interview people in it. I told someone in recruiting to bring on recruiters who don't know AI, talk about recruiting, show them what AI can do on camera, then cut that into shorts and use it in the newsletter. There's a whole flywheel there.

How many clips do I need?

"If I'm recording, on average, two episodes a week, that means we only need three clips from an episode, which should be easy."

Two episodes times three clips is six, so about one short a day. That's the whole math.

How do you keep it to an hour or two a week?

• Batch it. Schedule them all out, five or six at a time. The goal is an hour or two a week to get a week's worth of shorts scheduled.
• Fix the audio every time. We always check both normalize and remove background noise on export.
• Mine the back catalog. Mine isn't a news podcast. Content from three months ago is still very relevant, so there are tons of old episodes to pull from when you have spare time.

What should go with each clip?

A link to the newsletter, every single time. The plan is to put it in the first comment on every post: "For more content about local media like this, subscribe to the free Local Media HQ newsletter," then the link. Every short becomes a way to subscribe. If you're turning followers into subscribers on Instagram, see ManyChat for newsletter signups.

Is it worth posting clips you'd never put on your main channel?

Possibly. Newsletters never pop off, because there's no algorithm for newsletters. That's part of the positive, but it's also a big negative. Social is where something can take off, so more posts mean more chances.

As I understand it, one big business creator runs a separate channel for this. He films long Q&A sessions, a system automatically cuts five to ten minute clips, and they get posted on a channel nobody pays attention to. They treat it like a lottery ticket. Sometimes a clip gets 500 views. Sometimes it gets a million. It takes no effort and doesn't touch his main channel.

I don't know yet how that applies to local, but I like the concept with where AI is. Katie Myers of Localish told me on my podcast I should post three clips a day from my podcast tool and I'd have content for a year.

What if I'm too busy to sit down and make content?

Have someone interview you. I don't need a teammate to write my content. I need them to jump on calls with me, ask me questions specifically for content ideas, and record it. Then I go back to the recording looking for content. They can also look through my call transcripts for ideas. For me it's more about focus than writing. More in what founder-led content should be about.