I write for about an hour each morning. By the time I close my laptop, that writing has become four LinkedIn posts, four X posts, a blog article, and a newsletter draft. All scheduled across the week. All without opening a single social media app.
The problem with content advice
Most content advice is written for teams. Batch-create a month of content. Hire a designer for carousels. Use a scheduling tool with a content calendar. Get a VA to repurpose your long-form into short-form.
If you’re a solopreneur, none of that works. You don’t have a team. You don’t have time to sit in Canva. And if you’re anything like me, you don’t want to spend your mornings thinking about algorithms.
What you do have is ideas. The gap is getting those ideas out of your head and into the right places, in the right format, without it eating your day.
Write first, repurpose second
Everything starts with writing, not posts or hooks. The kind where you sit with a thought and see where it goes.
I use Ulysses on my Mac. Distraction-free, markdown-based, syncs to my filesystem. I write about whatever is on my mind that morning. Sometimes it’s a business insight. Sometimes it’s about my dad’s plastering business. Sometimes it’s about espresso.
The writing is the thinking. It’s the most valuable hour of my day. Everything else is derivatives.
The four-layer system
Once the writing is done, the system takes the drafting and scheduling off my hands. It has four layers.
Capture. Ideas come in from everywhere. On desktop, I write in Ulysses. On mobile, I tap a shortcut on my home screen that captures an idea or link in under three seconds. Everything lands in one place.
Process. I open a session with Claude (Anthropic’s AI). It reads my morning’s writing, identifies the strongest angles, and produces derivatives: LinkedIn posts under 250 words, X posts under 280 characters, expanded blog articles, and newsletter drafts. All written to a folder I can review in Ulysses before anything goes anywhere.
Distribute. Once I approve, Claude schedules the social posts across the week via Post Bridge (an API-connected scheduler). Blog posts go directly into the site’s content folder and deploy with one command. The newsletter goes to Beehiiv on Fridays.
Automate. Five overnight tasks run while I sleep. An inbox scanner processes mobile-captured ideas, a research bot surfaces interview guests, an SEO scanner finds content gaps, and an ideas generator combines everything into a prioritised list for the week ahead.
The numbers
My time is about ninety minutes a day. An hour of writing, which I’d do regardless, and thirty minutes reviewing and approving derivatives.
That produces eight or more pieces of content a week across LinkedIn, X, my blog and the newsletter, all from the same morning’s thinking.
The tools cost about £50 a month: Claude, Ulysses, Post Bridge, and Ahrefs for SEO. Everything else runs on free tiers.
Why this matters for lean operators
The content engine isn’t about producing more content. It’s about producing the right content with minimal friction.
If you’re running a business with one or two people, content is how you build trust at scale without hiring. But only if the system serves you, not the other way around. The moment content becomes a chore you dread, it stops working.
This system means I never think “what do I post today?” The answer is always: whatever I wrote this morning, the system handles the rest.
Run the same system
The full Content Engine, with the drafting skills configured to sound like you and the overnight workflows, comes with membership of the Leanpreneur community, alongside a small room of operators running it on their own businesses.
