The 20-Minute Content System (Yes, Really)

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All right, folks, this one, episode 35, and we're going to up the ante.
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I had done a podcast a while back about the five-minute content plan or something.
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I don't remember the exact term, but what I realized was that's for people that
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are super efficient and work at a breakneck pace.
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So instead, I want to give you something today that you can literally use this
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afternoon because I know you're busy, and I know that content feels like a grind,
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and I know most of the quote-unquote content strategy advice out there is you're
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built for people with marketing teams.
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And in fairness, maybe my last post about a five-minute content plan was a little
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bit more geared towards people like myself who can kind of do every step of
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the phase, right, just boom, boom, boom.
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I could have three or four apps loaded and just go from thing to thing to thing
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in a matter of minutes. And that wasn't fair. So let's do this instead.
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Let's think of this as the 20-minute content system for a business owner who
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has real work to do, which should be everybody listening for the most part, except for my dog.
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I make my dog listen to the podcast every single time it comes out,
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so I get an extra listener.
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I have a burner phone just for the dog. She sits there, she stares at it, she eats her treats.
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She doesn't seem to be a fan. But, you know, hey, even she could do this in 20 minutes.
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So here's what we're going to do. The problem most people face,
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you sit down and create content, you stare at a blank screen.
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And that blank screen wins every damn time because you're trying to write from nothing.
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And writing from nothing is brutal as hell. It's the worst. When you just sit
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there and go, oh, what am I going to do?
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Or you go, even if you look up a trending topic or something,
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it's tough because people don't know where to start from.
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So we're going to stop starting from nothing. We're going to start leveraging
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some tools that are out there. So here's what you're going to do.
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You're going to set a 10-minute timer.
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You're going to open up a Word doc or a voice memo on your phone.
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Then you're going to answer three questions out loud or in writing.
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What's the number one mistake you see your clients make?
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What question do you get asked most often?
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And finally, what's something you believed five years ago about your industry
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that you now know is completely wrong?
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I don't want you to edit it. I don't want you to format it. Just dump it out,
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raw, messy, and real. Just like, you know, it's what they call prog mess, right?
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Prog mess, messy progress. Just drop that into something. When a timer stops, you have your material.
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You're now going to take that raw material. And like what we talked about a
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couple episodes ago, you're going to drop that raw material into your AI tool,
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whether it's your ChatGPT, your Gemini, your Claude. It doesn't matter.
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You're going to ask it to turn that content into LinkedIn posts,
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into a three-post series even, depending on how much you give it.
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With each one focused on a single idea from what you submitted,
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short, punchy, controversial, or conversational, I guess.
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I'm controversial. More conversational, I guess.
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Brain fart, you know, boring, controversial. So it kind of makes sense that
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I would say that instead of conversational.
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So just short, punchy, going back and forth, getting the person engaged.
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You spend five minutes now cleaning up the one post that sounds most like you.
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So out of those three, if there's one where you're like, whoa,
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that is like, that really hit it good.
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Spend five more minutes now and edit that post. Don't take it right from the
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AI. I never take something direct from AI.
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I mean, I'm a huge believer of AI gets you there, but you have to be the one that drives that run in.
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So it might load the bases for you, but you still have to be Aaron Judge of
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the Yankees and go up to the plate and knock those runs in.
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So that's you editing. You're knocking those runs in. That's your content for today. Go post it.
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It's that simple. The content's done, right? Now you got two other pieces that
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you can either give more context to, work it a little further.
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And that one chat, now you've turned it to three solid pieces of content,
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not just slop, not just give me three posts about insurance.
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You know, for my marketing, no. You're giving it real question and answer content
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that it can now use those three questions to build three great posts. And here's the thing.
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It's not about you being coming some amazing content creator, right?
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This isn't the plan. it's about you not being invisible
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right just like the last episode
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talking about you know building in secret it's
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about not being invisible because your clients are on linkedin
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right now and they're looking for somebody who knows what you
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know so be the person they find why
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be another just name on a list that they don't see that likes
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one of their posts down the road bring the heat bring
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it like spend the 15 20 minutes you need
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to get this knocked out today yeah look if you're efficient you
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could do this in 10 honestly honestly you
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could you could i could talk those three answers out loud in five minutes max
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it'll be hundreds and hundreds of words in five minutes then have the ai pump
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it out then another five ten minutes to edit i'm out in 10 15 minutes easy you
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don't need a graphic every time just post the text content doesn't always need
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a graphic, especially if your graphics are always AI.
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If your graphics are always shit slop, then you don't need that every time.
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Post a graphic when it matters. Take a real picture. Go walk outside with your
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dog. I'll take a picture of my same podcast hating dog out in the backyard and I'll post her.
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She's going to be mad at me now that I'm saying this, but it is what it is.
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She's not a fan. I can't help it. It's a dog. So the riff of the episode is this.
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Stop starting from nothing. Your expertise is the content. And AI can be the assembly line.
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So let it manufacture for you from your original IP the base content that you
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can then go in and edit, right?
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That's the end of the story here. It's what it all comes down to.
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Let things help you. But let things help you in a smart way where you're actually
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giving it content and context.
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All right, guys, that's it. 20 minute content system. Yeah, really, man. It's there.
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I'm Steve Lichtman. This is unfiltered and unshakable men. Yeah. Have a wonderful day.