Full scripts. Read them, or play them when the video version drops.
Lesson 14 min
Why content matters even if you hate making it
Most small business owners know they should post on social media, send a newsletter, write blog posts. Most don't, because content is the easiest thing to deprioritize when you're running a business. The cost of NOT doing it is invisible but real: organic discovery dries up, you become invisible to people searching for you, you depend entirely on referrals. Today we fix this. We're going to build a content engine that produces a week of social posts, one newsletter, and one blog post — in about 30 minutes of YOUR time per week. The AI does the writing. You approve. It auto-posts on schedule. By end of today, you're publishing more regularly than your competitors WITHOUT writing more.
Key points
- →Content is invisible cost — neglect compounds slowly, then suddenly
- →Today's goal: 5 days of social + 1 newsletter + 1 blog post per week
- →Your time investment: 30 minutes/week (approval, not creation)
- →Output volume: ~7 pieces per week
Lesson 210 min
Brand voice training (the #1 differentiator)
Generic AI content is what we want to avoid. The reason most AI-generated marketing feels off is that it sounds like 'AI marketing voice' — too clean, too enthusiastic, too hedged. The fix is brand voice training. Open Claude (Pro tier, $20/mo). Create a new Project called '[Your Biz] Brand Voice.' In the Project instructions, paste this:
1. 3-5 examples of your own writing you LIKE (old social posts, emails to customers, anything that sounds like you)
2. 1-2 examples of writing you DON'T want (generic marketing-speak, corporate)
3. Vocabulary rules: words you use a lot, words you NEVER use
4. Tone: are you blunt? warm? deadpan? regional? Specific examples.
Now every piece of content you ask this Project to write comes out in YOUR voice. The fidelity is genuinely good — most readers won't notice an AI wrote it. Pause this video, do this Project setup. It's the single highest-leverage 10 minutes in the entire course.
Key points
- →Generic AI tone = the #1 reason AI marketing fails
- →Claude Project = voice memory that persists
- →Feed it: 5 writing samples you LIKE + 2 you DON'T
- →Result: AI content that reads like you wrote it
Lesson 312 min
Social content engine (Hypefury / Buffer)
We need two things: a writer (Claude Project, configured) and a scheduler (Hypefury or Buffer). Recommendation: Hypefury for Twitter/LinkedIn ($19/mo, scheduling + analytics + recycling), Buffer for everything else ($15/mo). Workflow once per week (Sunday is good): open your Claude Project, paste this prompt: 'Generate 5 social posts for this week. Mix of: 1 educational (teach something), 1 personal/behind-scenes, 1 case study or proof, 1 contrarian opinion, 1 question to audience. Each post 150-280 chars. In our brand voice. Topics this week: [LIST 3-5 things on your mind].' Claude returns 5 posts. Read them in 5 minutes. Tweak the 1-2 that need it. Paste into Hypefury. Schedule one per day. Done. Total time: 20 minutes. Output: 5 posts queued. The 'mix of types' rule is critical — accounts that post only one type (only sales pitches, only inspirational quotes) lose engagement.
Key points
- →Stack: Claude Project (writer) + Hypefury/Buffer (scheduler)
- →Weekly batch process: 20 minutes, 5 posts queued
- →Mix post types — never 5 posts of the same kind
- →$19/mo Hypefury for Twitter+LinkedIn (best for B2B), $15/mo Buffer for IG+TikTok+FB
Lesson 412 min
Newsletter engine (Beehiiv)
Newsletters are the highest-ROI content format for small business. You own the list. Email opens beat social impressions 10:1. And AI can draft a full newsletter in 30 seconds. Setup: Beehiiv (free up to 2,500 subs). Create your publication, name it something like '[Your Biz] Weekly' or whatever's on-brand. Customize the email template — keep it simple, clean. Now the workflow: every Friday afternoon, open Claude Project and prompt: 'Draft this week's newsletter for [Biz]. Tone: brand voice. Length: 300-450 words. Structure: hook, 2-3 main points (use this week's content: [PASTE LINKS/TOPICS]), CTA at the end ([what you want them to do]).' Claude drafts. You edit for 10 minutes. Paste into Beehiiv. Schedule for Monday morning at 7am. Done. Newsletter goes out, you grow your owned audience week over week. Set up a sign-up form on your website (Beehiiv's embed) and one at the bottom of your AI receptionist email auto-replies. Lead capture compounds.
Key points
- →Newsletter = highest ROI content (you own the list)
- →Beehiiv free up to 2,500 subs — covers most small businesses
- →Workflow: Friday afternoon draft, Monday morning send
- →Embed signup form on website + in AI receptionist replies
Lesson 58 min
Blog content (SEO play, slower but compounding)
Blog content is the slowest-payoff layer but the most compounding — a good blog post can drive traffic for 5+ years. Most small businesses skip this because writing posts is hours of work. With AI: 30 minutes per post. The play: write ONE keyword-targeted post per week. Pick topics by searching things your customers Google. 'How to choose a [your service]' or '[your service] cost in [your city]' or 'best [your service] near me.' Each post: 800-1500 words, structured (H2s, bullets, FAQ at the end). Claude Project drafts it. You edit. Paste into your website. Add 1-2 images (AI-generated via Flux or stock from Unsplash). Publish. This won't drive traffic in week 1. By week 12, Google starts ranking your posts. By month 6, you'll have 20-30 indexed posts driving steady passive traffic. This is the long game.
Key points
- →Blog = slowest start, highest long-term ROI
- →Topics: things customers Google ('how to', 'cost', 'best near me')
- →Format: 800-1500 words, structured H2s, FAQ section at end
- →Drip 1 post per week — compounds over 6 months
Lesson 64 min
The 30-minute weekly content batch
We've covered three content layers. The final piece is making this a sustainable weekly habit. Block 30 minutes on your calendar — Friday afternoon works best. In those 30 minutes: 1) 10 min: brain-dump topics + ideas into a doc. 2) 10 min: prompt Claude Project for the week's social posts + newsletter + 1 blog post. 3) 10 min: skim outputs, fix the 1-2 that need it, paste into Hypefury/Beehiiv/your blog. Once batched, the rest of the week is hands-free. You've gone from 'I should post more' to 'I publish 7+ pieces a week without thinking about it.' That's the win.
Key points
- →Block 30 min weekly (Friday afternoon recommended)
- →10-10-10 split: ideate, generate, deploy
- →Hands-free rest of the week
- →Output: 5 social posts + 1 newsletter + 1 blog post