How one interview became eleven posts

We recorded an hour with the owner of a bike workshop between two repairs (sample). The transcript ran to 9,000 words; the pillar article kept 2,400 of them.

Then we printed the draft and read it with a highlighter. Three passages were short, surprising and useful on their own. Each one got a note in the margin: newsletter lead, LinkedIn post, clip script.

Those three passages became eight more pieces over four weeks. Nobody had to think of a new topic, because the topic was already in the draft.