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Story & Strategy Letter Mini-Course
DIRECTOR’S CUT
You Don’t Need More Content
How to Make More Money From What You’ve Already Created
There’s a trap content creators fall into almost automatically.
We create something.
An article.
An email.
A video.
A LIVE.
A workshop.
And then almost immediately we ask:
“Okay… what should I create next?”
Meanwhile, sitting behind us is a giant pile of content we created once, used once, and practically abandoned.
That’s why one of the most profitable questions you can begin asking is not:
What should I create next?
It’s:
What Else Can This Become?
Because there may be more money sitting inside what you’ve already created than inside whatever you’re thinking about creating next.
PART ONE
The 3 Stories Keeping You on the Content Hamster Wheel
There are three stories that keep content creators creating endlessly without necessarily building more business.
STORY #1: MORE
“I need more content.”
More articles.
More videos.
More emails.
More posts.
More followers.
More everything.
But here’s the problem:
More content does not automatically create more business.
You can create 100 pieces of content that produce absolutely no income.
So replace:
How can I create more?
with:
How can I get more from what I’ve already created?
DIRECTOR’S CUT QUESTION
Open your website, Substack, YouTube channel, podcast archive, computer folders, course library, or email archive.
Ask:
What have I already created that deserves another job?
Don’t judge it yet.
Just find it.
STORY #2: NEW
Creators love new.
New idea.
New article.
New training.
New product.
I’m guilty of this one too.
I can probably come up with five new ideas before I finish explaining why I shouldn’t.
But here’s something important:
Your audience does not care nearly as much about “new” as you do.
That article you wrote two years ago?
Someone discovered you today.
It’s new to them.
That concept you’ve taught 20 times?
Someone needs to hear it for the first time today.
Sometimes your job isn’t to invent something new.
Sometimes your job is to rediscover your own best stuff.
DIRECTOR’S CUT QUESTION
What have you created in the last 1–3 years that you still believe?
Now ask:
If I discovered this today, what would I do with it?
That changes the way you see your archive.
Your archive stops looking like old content.
It starts looking like inventory.
STORY #3: NEXT
This may be the sneakiest one.
You finish something and immediately ask:
“What’s next?”
Article published.
What’s next?
LIVE finished.
What’s next?
Workshop completed.
What’s next?
That question makes us abandon valuable content too early.
Instead, ask:
What else can this become?
That’s where content multiplication begins.
And eventually…
income multiplication.
PART TWO
The 3 Moves
Once you stop automatically chasing MORE, NEW, and NEXT, there are three moves you can make with what you already have.
MOVE #1: REUSE IT
Take one good idea and let it do more than one job.
For example:
An article becomes an email.
The email becomes a LIVE.
The LIVE becomes a replay.
The replay becomes clips.
The clips become posts.
The same idea can now reach different people, in different places, in different formats.
And this is important:
That is not being repetitive.
It is giving a good idea more chances to find the person who needs it.
DIRECTOR’S CUT EXERCISE
Choose ONE piece of content.
Write it here:
My original content:
Now give it five possible new jobs:
Don’t create five new ideas.
Give one good idea five jobs.
MOVE #2: PRODUCTIZE IT
Here’s the question I rarely hear content creators ask until I teach it to them:
What could someone buy from this?
That question changes everything.
An article could become a short book.
Several posts could become a guide.
A LIVE could become a mini-course.
Several LIVEs could become a workshop.
A process you’ve taught repeatedly could become a program.
And here’s the big idea:
Your next product may not need to be created.
It may need to be found.
That means instead of sitting down tomorrow saying:
“What product should I invent?”
Try saying:
“What have I already created that contains a product?”
That’s a very different job.
THE PRODUCT-FINDING EXERCISE
Look through your existing content and ask:
Could this become a…
□ Short book
□ Checklist
□ Worksheet
□ Guide
□ Template
□ Mini-course
□ Workshop
□ Challenge
□ Toolkit
□ Coaching session
□ Membership resource
□ Larger program
Now ask one more question:
What problem is this already helping someone solve?
Because when you find the problem…
you can often find the product hiding inside the content.
MOVE #3: DISTRIBUTE IT
You could have the greatest idea you’ve ever created sitting on a webpage that 12 people saw three years ago.
That doesn’t necessarily mean the idea failed.
It might mean:
The distribution failed.
So put it in more places.
Email.
Substack.
Video.
Podcast.
Social media.
Your content doesn’t always need to be better.
Sometimes it just needs more chances to be discovered.
DIRECTOR’S CUT DISTINCTION
Repurposing Content vs. Creating Business Assets
Here’s where I want to take the original show one step deeper.
There’s a difference between simply repurposing content…
and turning content into a business asset.
Basic repurposing asks:
How many things can this become?
Content multiplication asks:
How many useful jobs can this one idea do for my business?
That’s a much better question.
Because I don’t want you turning one article into 17 things just so you can brag that you made 17 things.
I want those things doing jobs.
THE BUSINESS-ASSET TEST
Take one piece of content and ask whether it can help you create:
1. SUBSCRIBERS
Could this attract someone new into your world?
Maybe it becomes:
a free guide
an opt-in
a checklist
a short training
a useful resource
2. PRODUCTS
Could this become something someone could buy?
Maybe:
a $7 short book
a mini-course
a workshop
a toolkit
a paid training
3. CUSTOMERS
Could this content naturally point someone toward one of your existing products?
Not with a giant sales pitch.
Simply by answering:
“If you want help doing this, here’s your next step.”
4. RECURRING INCOME
Could this become part of:
a membership
a resource library
a paid newsletter
ongoing coaching
a recurring program
5. CLIENTS
Could the topic naturally lead someone to say:
“Jeff, can you help me with this?”
That’s another job.
6. OPPORTUNITIES
Could this content lead to:
interviews
podcasts
collaborations
speaking
partnerships
referrals
Now your content isn’t merely “content.”
It has become an asset.
THE 1 → 10 CONTENT MULTIPLIER
The show introduced a simple idea:
Take one piece of content and explore how it could become:
Article
Email
LIVE
Replay
Director’s Cut
Short book
Clips
Social posts
Tool or resource
Offer
The goal is not to come up with ten ideas.
The goal is to give one idea up to ten jobs.
You can grab the free 1 → 10 Content Multiplier here:
JeffHerring.com/1-2-10
NOW LET’S MAKE THIS REAL
Choose one piece of content you already created.
Not the perfect one.
Not necessarily the newest one.
Just one that still has something useful inside it.
STEP 1 — FIND IT
What piece of existing content are you using?
STEP 2 — REUSE IT
What other formats could it become?
STEP 3 — PRODUCTIZE IT
What could someone eventually buy from this idea?
STEP 4 — DISTRIBUTE IT
Where else could this idea appear?
STEP 5 — GIVE IT A BUSINESS JOB
Which job could this content perform?
□ Attract subscribers
□ Create a product
□ Create customers
□ Create recurring income
□ Create clients
□ Create opportunities
YOUR DIRECTOR’S CUT CHALLENGE
Before you create one more piece of content this week…
go find something you already created.
Then ask:
How can I REUSE this?
How can I PRODUCTIZE this?
How can I DISTRIBUTE this?
And above all:
What Else Can This Become?
Because you probably don’t need more content.
You need to make more from the content you’ve already created.
ONE MORE THING…
This episode also introduced something bigger than this week’s topic.
There are really two kinds of content we work with here.
THE CONTENT YOU CREATE
Turn what you know into things that help people and make money.
and…
THE CONTENT YOU CARRY
Change the stories shaping who you are and what you believe is possible.
One builds your business.
One shapes your life.
And apparently…
I’ve been teaching content on both sides all along.
That’s what we’re going to keep doing inside Your Next Chapter.
Helping you do more with what you know…
and helping you change the stories that decide what you believe you can do next.
Now go make some old content earn its keep.