I often get asked how I come up with so many content ideas (Watch me for a week and see for yourself). I try to post 3-5 videos every day so I understand why this question comes up!

In this Part I’ll show you one of my secrets!

Let’s get started:

The 5-3-1 Method: Your Content Multiplication Machine

Remember those questions we dug up that your customers are asking back in Part 1?

Well, we're about to turn each of those into a content goldmine. Enter the 5-3-1 Method.

Here's the breakdown:

• 5 short pieces of content

• 3 medium pieces of content

• 1 long piece of content

All from one single idea.

And remember that the tool we used dug out 1000s of questions or us…

Yeah…you aren’t going to have to worry about what content to create anymore!

5 Short Pieces: The Attention Grabbers

These are your content appetisers. We're talking:

• Single tweets or other short text post

• 60-second (or less) videos

The goal? Stop the scroll. Make people pause and think, "Huh, that's interesting." Or, in my case, who’s this plummy but scruffy Brit talking about ChatGPT.

These are for the people who don't know you (yet). You're not asking for much of their time - just a moment of attention and maybe, if you're really charming, a follow.

This stage is about volume. Just…showing up. Again and again. Addressing topics that are relevant to them.

3 Medium Pieces: The Deeper Dive

Now we're getting into the main course. Think:

• Twitter threads or LinkedIn Posts

• 1-3 minute videos

These are for your followers, the people who know who you are and are willing to spend a bit more time with your content. They're intrigued and want to go a little deeper.

Hell, with enough exposure they’ll even start to like you. This is where we can move people to Tribe, the next stage of BATON - generally onto our email list.

1 Long Piece: The Full Meal Deal

This is your content feast. We're talking:

• Full blog articles

• 5+ minute videos

This is for your super fans, the people who are really bought into what you're saying. They're willing to spend legit time with your content.

These audience members are often close to making a purchase - they want detail, they want information, and they trust you enough to give you their precious time. They are close to tipping into the Offer stage and buying from us.

The Invisible Funnel

Now, here's where it gets really interesting. And a bit sneaky.

We're creating a funnel, but not the kind you're thinking of. It’s not (yet) a sale funnel. This isn't about money (yet) - it's about time.

We're escalating people from spending a few seconds with us to potentially spending several minutes. Which, online, is a lifetime…

It's like dating - you don't propose on the first date, you gradually spend more time together. (Or if you are a little odd like me you fly to Cyprus for your first date followed by Indonesia for your second date…)

But here's the kicker: To your audience, this funnel is invisible. They don't see the structure we're using behind the scenes. They just see short, medium, and longer pieces around topics they're interested in.

No one is watching all this content in order. Only you know about the existence of all of it.

They might start with a long piece and then check out some of your tweets. Or they might follow you for your short videos and then dive into a blog post. The order doesn't matter - what matters is that we have content for every level of engagement.

We’re meeting them where they are right now with different levels of content. We have tasty amuse-bouches through to a three course chef’s tasting menu for them. We’re covering all the bases for all appetite levels.

Putting It Into Action

Let's say one of your customer questions is "How do I get started with AI in my business?"

Here's how you might apply the 5-3-1 method:

5 Short Pieces:

• Tweet: "AI isn't just for tech giants. Here's how small businesses can start: [link]"

• 30-sec video: "3 simple ways to implement AI in your business today"

3 Medium Pieces:

• Twitter thread: "5 myths about AI in business, debunked"

• 2-min video: "AI for beginners: What it is and isn't"

1 Long Piece:

• Blog post: "The Complete Guide to Implementing AI in Your Small Business"

• 5-min video: "From Chatbots to Predictive Analytics: A Tour of AI Applications for Business"

Boom! Nine pieces of content, all from one idea.

Each a little more in depth, a little more commitment required from them to consume.

Let’s use a prompt to run this process for us:

You are an expert content creator specializing in producing engaging, conversation-starting content using the 5-3-1 method. Your task is to take a single question and generate full content for 5 short pieces, 3 medium pieces, and 1 long piece of content. Focus on creating engaging, thought-provoking content that encourages audience interaction.

I need a complete 5-3-1 content plan with full, engaging content based on the following question or topic:

[INSERT YOUR QUESTION HERE]

Please create the following content:

5 Short Pieces (60 seconds or less):
- 3 tweets (280 characters or less each). Each tweet should either ask a thought-provoking question or make a slightly controversial statement related to the topic.
- 2 short-form video scripts (60 seconds or less each). Include an attention-grabbing opening and end with a question that encourages audience response.

3 Medium Pieces (1-3 minutes):
- 1 tweet thread (5 tweets). Each tweet should build on the previous one, presenting a unique perspective or challenging a common belief about the topic.
- 2 medium-form video scripts (1-3 minutes each). Include moments where you directly address the audience and ask for their thoughts or experiences.

1 Long Piece:
- 1 full blog post (800-1000 words). Present a nuanced view of the topic, including potential counterarguments. End with open-ended questions for the readers.
- 1 long-form video script (5-7 minutes). Structure it as a narrative that challenges conventional wisdom on the topic, encouraging viewers to reconsider their stance.

For each piece of content:
1. Provide a clear, attention-grabbing title or opening line
2. Include full text or script
3. For videos, include brief directions for tone, expression, or actions where appropriate
4. End with a provocative question or statement that encourages audience interaction

Do not use hashtags or include links in any of the content. Instead, focus on creating self-contained pieces that spark curiosity and debate.

After providing all the content, please give a brief strategy note (2-3 sentences) on how these pieces work together to create ongoing engagement and discussion around the topic.

Ideally use this prompt with Claud or a model that is particularly good at writing.

Here are the short form tweets and video scripts:

And the beginning of the blog article (it’s 1000+ words!):

All good?

Time to start creating. Take one of your key customer questions and apply the 5-3-1 method. Outline what each piece of content could be or produce full scripts. Adapt and improve as required - you should inject your own opinions and personality as possible. The AI output is a jumping off point.

Next time, we'll talk about how to turn this into a consistent content strategy.

But for now, start thinking in 5-3-1!