My minimalist content workflow
A practical guide
Many have asked me about my minimalist content workflow this week.
I thought I’d break it down. If you want me to go even more granular I’d be more than happy to do that.
TLDR:
I spend 2 hours a week total.
1 hour batching 7 emails using a simple story → lesson → pivot → offer structure.
1 hour writing 7 LinkedIn posts (but I only write 4 new ones — 3 are repurposed winners from my analytics, 2 are “show” posts demonstrating what I did, 2 are “share” posts about my life).
Then I boost 2 high-performing posts with $5/day ads on Instagram (once, and haven’t turned off the ads in 3 months). That’s it. This system has brought over 7 figures to my business.
EMAIL
I spend 1h writing 7 emails & scheduling them.
I don’t use ai. If I did it would take 15 mins but that just sucks the enjoyment out of it for me.
Those emails have brought well over $1.5m+ for my business.
Now, you can batch write them, like I do, or spend 10 minutes a day to do them on the day. That depends on how you prefer to create.
This is how it goes every week:
1/ What Campaign am I running?
I either sell small snacks. Or big snacks. There’s 4 weeks in a month. I usually rotate between products (or workshops) and 1:1 or group mentorship. I’m not pedantic about it. I just see what’s going on in life, how much capacity I have and what I want to sell that week. Grab a highlighter and color code it.
If I’m at capacity I sell more products, or group coaching. If I’m hungry for more, then I sell more 1:1s. I embrace the season I’m in and think of it on a monthly basis.
2/ What ideas do I have?
I keep one liner notes in my notepad about things that happened in my day to day business life and life in general. I pick them out, and write using a simple structure: story → lesson → pivot → offer. More context here.
Those one liners have a location, a character, some sort of incident. I unpack it without any crazy format and just make an offer at the end. That offer usually has some natural urgency (if it’s a workshop with a deadline, or a door that’s opening and closing).
Note:
I like to cap spots because it gives people a reason to act now, and also keeps my calendar free to abide by my 3-day work week rules. Every Wednesday and Friday I am by choice a full time dad as my wife also owns a business, so we’ve planned our work around the baby. So I do some async work throughout the day but most of the time (unless the baby is asleep) I’m with her and I love it.
👆 This by default has brought more demand than I can handle because of supply vs demand economics. The moment there’s 100 people requesting something that only 4-8 spots can be filled - the psychology behind the transaction changes.
All of a sudden — “we want in”.
That’s just the outcome of it though and it’s not why I lead with capacity. It’s a life-first decision.
POSTS
These take even less time.
I write 7 posts on LinkedIn every week. Of which 3 of them are repurposed. So, I only really write 4.
Usually, my posts are:
80% show posts — me demonstrating what I did this week, last week, a month ago, last quarter. I talk about an incident, break down what happened and choose whether I have a CTA or not. Those CTAs are to lead magnets that fill my list faster.
20% share posts — my hobbies, interests, values, philosophies and.. jokes & memes. Usually on Fridays and Saturdays.
The easy wins:
🍉 To cover the first 3 posts:
I go to my analytics. I filter by 90 days. Take the best 3 performers. If they’re over 2 months old, I copy and paste them back in, or slightly change the hook. Sometimes I might change the image, have no image or turn text into a carousel. If they’re less than a month old, then I take the premise/theme of the post and just redo it for a different angle.
Example:
The topic of small snacks and big snacks (low ticket to high ticket ascension) has done really well for me. So I talk about it ALL the time.
How I set up low ticket funnel
What emails inside the funnel exist
What products inside my funnel
Which upsell did well or not well
What my bigger snacks are
Mistakes I made with the funnel
Wins and results my funnel had for me & clients
How to actually find a good small snack
And by default over time people start talking to me about “snacks”.
The same is true for whenever I talk about gameplans.
Fun fact: that’s how Micro Snack Cartel, Power Writing, Modern Maker & Proximity Offers got dialed in as ideas.
REPETITION.
TLDR: Repurpose 3x. Either copy/paste or change the angle.
🍉 That leaves 4 more posts.
Let’s tackle the first 2 (SHOW posts):
Remember the one liners from the email section? I pick 2. And I collect the process of what happened, using this very simple framework.
This is why they’re called SHOW posts. We are showing what we did in the past.
The hook is: Yesterday I/Last week I, Last month I.
Then I list out 3-4 bullet points from that one liner. Of what I did. And literally expand on them. Followed by a CTA.
Example:
1 liner: “Client did $30k from Black Friday”
3 bullets:
we packaged his BF bundle offer and sales page
we wrote story driven emails with urgency
we added an upsell half way through for AOV
I would then expand on the points, to showcase more details.
Example expansion:
“We packaged his BF bundle offer and sales page.
I asked my client what he had on his Google Drive. We found some amazing PDFs that explained how to do content design that gets leads and grows your audience. We also added Figma files so people could use them for their own carousels. And we used my existing BF page to create his, using a simple framework I use to make sure the page converts.”
{{ I would do the same for each of the other 2 points }}
Final CTA:
“I’ve got a 15 min training showing you how I write 1 post a day, click “visit my website” to watch it.”
Because of the nature of show posts, even NOT having a CTA gets people to reach out. They want what you’re demonstrating.
👆 Then STITCH THAT SHIT together.
👆 Rinse & Repeat for the 2nd show post.
Example posts:
Make sense?
5 down. 2 to go.
The final 2: SHARE posts
These are the funnest. The shortest. The most YOU.
People buy you before buying what you do.
I literally tell people what I did. No one else can replicate this.
You might be sick.
You might run a marathon.
You might love watermelon.
You might have diarrhea.
You might have traveled.
Maybe you have a running joke.
You have an opinion about something.
For me it’s usually running, music, family, some witty jokes.
Don’t relate it to business if you don’t want to.
Type it out.
Example posts:
And that’s that.
Weekly Structure
Generally I aim to structure it like this:
Mon - show
Tue - show (with a CTA)
Wed - show (or share)
Thur - show (with a CTA)
Fri - share
Sat - share
Sun - show
This 1 post a day is the fuel to the engine. If you don’t want to write every week, you could spend $5-10/day on ads to boost a post that already did well (just make sure it’s one that has the CTA).
I write 1 hour of emails a week, and 1 hour of posts a week. Then I have 2 posts I run $5/day ads to.
Another last component which is SUPER easy: IG ads are better than LI. So I literally copy and paste my LI posts into IG and have 2 posts that did really well organically so I boosted them. That’s it. Example here.
Bonus. The funnest part of my week, is taking posts (just like this one) and making a YouTube video out of it. This is extra, and absolutely not necessary. It’s just something I’ve enjoyed doing for the last 2 years. Watch here, you’ll recognize lots of stuff from this post too.
🧙♂️ PHEW. That was a lot to take in.
But hopefully it’s simple.
The entire system is just 7 emails (1 hour batched) + 3 repurposed posts + 2 show posts + 2 share posts.
Quack. 🦆
For more context:
Video 1:
Video 2: https://youtube.com/shorts/sMCi0ueC6nM?si=LT3NUOeFLsHI08Wz
Video 3: