JUSTIN WELSH: TURNING 1 PIECE OF CONTENT INTO 100 HIGH-VALUE POSTS

Morning!

Full transparency. It's been a busy week over here. My brother had been visiting, we've onboarded 3 new clients, plus it was the Mrs' birthday - talk about spinning a few plates. Nonetheless, I sat down on Saturday night and smashed this out. Turns out this one really came together and I genuinely think it might be my most valuable yet.It's short, it's sweet but it's jam-packed with value!

What you're about to learn:- How Justin Welsh manages to add value across all socials- How he keeps that value while upping the frequency- How you can do the same within your business

Est. Read Time: 4 minutes, 48 seconds

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Company Overview

Valuation: Unknown

Est. Revenue: $1.3M+ (Source)

Justin Welsh AKA "The Diversified Solopreneur" is just that. A solopreneur who earns his money from 2 different income streams: 1. His digital products business & 2. His coaching business. Justin's business revolves around content and with 149,000 followers on Twitter and 247,981 on LinkedIn you can quickly see that this isn't just another online coach.He's the cream of the crop in his space, but there's one strategy that has allowed him to create such a huge online presence. What you're about to read is that exact strategy...

Breaking Down The Strategy

Content marketing. The term is thrown around a lot in this day and age and let's be honest, some people's "content marketing" is a bag of shite. But honestly, it's no surprise.

Start-ups will have 1 person as their "social media manager" running: Twitter, LinkedIn, Instagram, TikTok and even the company blog. Let's be realistic here, no one is going to be able to add value with original content across all those channels. It's an impossible task.

Or so I thought it... until I came across Justin talking about scaling content distribution.

99% of companies systemise their content strategy separately across all the different channels, for example:- System for Instagram content- System for Twitter content- System for LinkedIn content- System for TikTok contentYou get the point. The probably with this is that you have a team (often of just 1-2) trying to add value in 30-40 different posts a week. You try whipping up 40 high-value original posts a week - not an easy task!But if a team can't do it. How can one man - Justin Welsh - post 30 pieces of high-value content every week on his own?The answer: an unreal content distribution system.

You see, Justin doesn't see content as various different channels, he sees it as more of one big funnel. He creates one big piece of content and then distributes that content across all his socials. His process looks something like this:1. Write newsletter (long-form content)

2. Section into different spokes

- A Story- Observation - Contrarian take - Simple listicle - Analysis

3. Distribute each segment across all socials:- Twitter threads- Tweets- LinkedIn posts- Blog article

This way, Justin is no longer trying to add 40 different types of value per week. He just has to come up with one valuable message each week and then say it in 30 different ways.

It's important at this point for me to reiterate the fact that this IS NOT the normal approach to content distribution. Content distribution for most is: sharing a link across all socials or sharing the same graphic/post across all socials.How many times have you seen brands post the same image on: Instagram, Facebook, Twitter, and LinkedIn? I see it every day. Justin on the other hand maintains the huge amounts of value in his message whilst getting the 5-10X reach by distributing on all platforms.It's a winning formula. Let me show you it in action.

Step 1: Justin writes his newsletter on making your first dollar online

Step 2: He separates it out into the segments above (story, observation, contrarian take, simple listicle, analysis)

Step 3: Distributing across socials- Listicle on LinkedIn

- Observation post on Twitter

- Story thread on Twitter

- Contrarian take post on LinkedIn (with visual)

Do you notice how it's all the same message, but COMPLETELY different posts? He keeps the value and simply changes the format of the message to suit the platform. Every time someone reads it they get more value from Justin and that means they are 1 step closer to buying from Justin. All while Justin sits at home with his feet up. You would not get the same results or outcomes from simply sharing links and generic posts.

Although Justin is amazing, this strategy isn't anything new. This is something that A LOT of the top creators have been utilising for years.Just take a look at these other examples:Gary Vee:1. 24/7 Videographer + Podcasts (long-form content)2. Distributes in the form of:- YouTube vlogs (cuts from 24/7 videographer = - YouTube shorts- Tweets (dictation of points voices on podcasts)- TikTok's (clips from podcasts + vlogs) - Instagram reels (clips from podcasts + vlogs) - IGTV videos (longer clips from podcasts + vlogs) - Linkedin (dictation of points voices on podcasts)- Facebook (mix of dictation + clips)

Harry Dry:1. Writes Bi-Weekly newsletter (long-form content)

2. Creates visual representations of newsletter message3. Distributes in the form of:- Twitter thread (shorter version of newsletter)- Tweets (short snippets of value from newsletter)- LinkedIn posts (short snippets of value from newsletter)- Reddit (shorter version of newsletter)- Facebook groups (visual articulation of newsletter)- Slack groups (visual articulation of newsletter)- Publications (shorter version of newsletter)

Honestly, I could probably rhyme off another 30 that do a very similar thing. If you want to level up your social presence, it's time you scaled your distribution.

How To Implement It

I recently worked with a tech company to literally implement this exact strategy. Just like Justin, our process was: Newsletter -> Distributed across socials But you can replace the "newsletter" with any other form of long-form content. For example, Gary Vee and long-form videos. No matter what option you choose, the process works the same1. Create long-form content (YouTube, Newsletter, Blog, Podcast)2. Repurpose that content into:- 1 Twitter thread- 5 Tweets - 5 LinkedIn posts- 5 Reels- 5 TikToks 3. Sit back and watch you pull in 100X the impressions from simply scaling the distribution of your content.

Want specific tips... Just reply to this email - I promise I'll reply :)

We are coming to the end of the story here, but before you think about leaving, I'm going to be honest with you - it took me 4 hours to write this. So, if you could spare 6 seconds to retweet my thread on this topic that would be awesome!

Now, that's all for today! Your deary beloved,— NiallP.S. What did you think of this one?

This has been a breakdown of Justin Welsh's content distribution strategy. I hope you have learned something and can implement a similar strategy in your business!

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