How to Scale Content in 5 Steps

Last updated on October 6th, 2022 by

Experts say you should be creating somewhere between 1 and 5 blogs a week, and some experts suggest posting up to 65 times a day to social media.

But if you’re a small business, is that possible?

In many small businesses, a single person is HR, Marketing, Sales, Accounting, etc… Sound familiar to you? How can you do all of these jobs and expect to make so much content?

Do you think you can create 36 pieces of content from 1 topic? How about 44, or even 132?

It is possible, with a little planning.

In this post we’re going to give you a 5 step plan to methodically take a single idea and turn it into at least 36 pieces of content, or even up to 132, that you can distribute to all of your online platforms, social media, Google My Business, or email newsletters.

Choose a Topic

Step 1: Choose a Topic

When you’re ready to start brainstorming content topics, start simple.

Google it.

Don’t let trying to find the perfect topic stop you from creating content. Find a topic that you feel like you can write about from a place of experience and authority.

Over time, challenge yourself in how you acquire topics. You can start to get really creative. You can use techniques like Document. Don’t create.  And you can start to create more intelligent content with techniques like using the search engine results page (SERP), Create Better Content: Use People Also Ask.

Create Long-Form Content

Step 2: Create Long-Form Content

Now you have chosen your topic and you’re ready to write. If you’ve written before, you know that writing is a process. If you have a process, use what already works best for you.

If you don’t have a process, start with what you learned in 7th grade English class: Outline, Write, Edit, Publish.


Your outline is your plan. It’s organizing your ideas so they move from one idea to the next in a way that draws your reader from your premise to your conclusions. Sitting down and writing without an outline will make it difficult to develop your ideas well and will frustrate your readers.

Your outline is fundamental to scaling content from one topic. Your outline is where you break down your topic into multiple bullet points. Each bullet point of your outline will serve as a short format piece of content that can be reused. More on that in step 4.


Now you have a plan. The hard work is done. Now you get to take your bullet points and expand them into sentences. Don’t do too much editing yet. The main focus is to get words onto the page. After you get your bullet points turned into sentences, walk away from your writing. At another time, come back to it and edit it.


Clean it up, fix grammatical errors, restructure it so that it makes a stronger case. Restructure so it helps to draw your reader through your thought process to your conclusions. You may need to do this a couple of times depending on your writing style.

After you’ve edited your writing, it’s good to get a friend to read it for you. After all, you’re not writing it for yourself but for others. Get someone else’s perspective on whether your arguments are sound, accurate or if it flows well.


After outlining, writing and editing, publishing is a breeze. Take your content to the long-form platform you use and publish it!


Total Content Count 

  • Step 2 – 1 long-form article.

Total – 1

Repurpose your Long-Form Content

Step 3: Repurpose your Long-Form Content

Now that you have done the hard work of generating an idea, organizing it and clarifying your writing, use the same content and re-produce it into other mediums.

  • Convert your writing into a script and create a YouTube video
  • Create an infographic based on your outline that you can post on your blog or use as a download.
  • You could even start a podcast. Create one piece of long format content a month to organize your thoughts and ideas and then do a show where you share the same ideas over streaming audio.
  • Do you have an email newsletter? You can summarize your long format into your newsletter.
  • Submit an article to industry publications

**ADVISORY: Be sure to edit your content heavily before adding it to another online platform. Duplicate content can be detrimental to your blog.  Depending on the platform policies, your content could be removed if it’s considered duplicate content.


Total Content Count 

  • Step 2 – 1 long-form article.
  • Step 3 – 1 long-form in 2-4 mediums

Total – 2-4

Repurpose Your Outline

Step 4: Repurpose Your Outline

Here’s where we start to scale.

1 – You wrote an outline in step 2. See how many bullet points are in that outline? Turn each bullet point into an attention-grabbing headline. 

2 – Now we do the same thing, but in your other mediums: Written, Audio, Video, Graphics. Look for the moments in these other long-form pieces of content that match your bullet headlines. Edit the long-format content into many micro pieces.

3 – Now we comb your content for moments of particular interest or drama. These are the juicy or exciting moments readers will enjoy reading:

  • Are there any bold statements or jokes you made?
  • Any industry secrets or debatable assertions?
  • Any shareable quotes or hard truths?

After you find all of these moments, edit your long-form content and pull out these exciting moments and turn them into micro formats.


Total Content Count 

  • Step 2 – 1 long-form article.
  • Step 3 – 1 long-form in 2-4 mediums
  • Step 4
    • 8 outline bullet points per medium
    • 2-3 moments of interest per medium

Total – 16-44

Distribute your Micro Content

Step 5: Distribute your Micro Content

Now comes the payoff: distributing and publishing micro-content. 

Depending on how many platforms or channels you use, this could be pretty time-consuming. There are many paid services out there that will help you do this in batches to reduce the amount of time you spend posting.

Find a tool like HootSuite, Sprout Social or Zoho to help you publish in bulk on multiple platforms.

Context Matters

As you develop your process for scaling your micro-content, you need to edit your content to fit the context of the platform. People using Instagram on the couch before bed on the weekends are in a different state of mind than people checking their LinkedIn profiles at work during weekdays. If your content is tone-deaf to this context, you’ll lose the attention of your followers. 

See our blog post about creating content to improve connection and engagement.


Total Content Count 

  • Step 2 – 1 long-form article.
  • Step 3 – 1 long-form in 2-4 mediums
  • Step 4
    • 8 outline bullet points per medium
    • 2-3 moments of interest per medium
  • Step 5 – small format on 3 platforms

Total Up to 132


The 5 step process will give you tons of informational content. That’s good, but people desire more than information. Continue your existing social media posting. Keep posting jokes, photos from around the office, discounts and coupons, employee bios, etc… to reach a diversity of people and contexts.

We’ve created well more than 36 pieces of content, we’ve created 4x 36 pieces of content. With a plan and a topic, it can be done. Start with a good topic and then write an outline. 

So give it a try. The next time you write a blog see if you can come up with 36 pieces of content and tag JM in your posts. We can’t wait to see what you come up with!