The chapters build on each other. Chapter 1 is the foundation: without your voice, every AI writes like every other AI. Chapters 4 and 5 only pay off once you post regularly.
Don't build everything in one weekend. Take one chapter per week and use it before you start the next. Everything here runs in my daily work, but my stack is not a requirement: most blocks work with Claude in the browser and a few text files.
What you need:
This is where your content either sounds like you or like AI.
1) One file for your voice. A Markdown file, for example brand-voice.md, with your rules: formal or casual, sentence length, tone, typical phrases, who you talk to.
How to build it: Give Claude five to ten of your best posts and ask: "Describe my writing style as rules you can follow when writing." Correct the result until it fits and save it as a file.
2) Words that never appear. A list of words and phrases you don't use, like inflated superlatives or typical AI filler. How to build it: Put the list at the bottom of your voice file. Every time a phrase from Claude annoys you, add it.
3) Real posts as templates. Rules alone aren't enough, Claude needs examples. Collect your best-performing posts in one file.
How to build it: A file examples.md, one post per entry plus a line on why it worked. Attach it to every writing task.
4) A guard before every post. A check that tests every text against your rules before it goes out. How to build it: A fixed prompt: "Check this text against my voice file and the banned list. List every violation with its line." In Claude Code you can turn it into a small script that runs automatically.
5) Hard rules, no vibes. Everything that can be checked clearly becomes a hard rule: no emojis, no AI-style dashes, consistent spelling. How to build it: Write these rules as an "always" and "never" list at the top of your voice file.
6) A hook library. A collection of openers that worked for you or others, saved as patterns with placeholders. How to build it: When a hook catches your eye, save it. Let Claude turn it into a pattern: "Most people get X wrong. Here's how to do it right."
7) The takes come from you. The opinion, the experience, the angle stay your job. Claude writes, you bring the thought. How to build it: Capture ideas as bullet points, as a note or voice memo, and give Claude only those bullets as the starting point.
This is about never facing an empty calendar again.
1) A curated channel list. Ten to twenty accounts in your niche whose topics interest you.
How to build it: A file channels.md with handle, platform and why you follow them.
2) A weekly scan. Once a week you check what worked in these channels. How to build it: To start, a fixed slot plus Claude is enough: copy the top posts together and let Claude summarize the topics. Later you can automate it with a scraping service like Apify.
3) Scoring over gut feeling. Every topic gets a score, for example relevance to your audience, timeliness and whether you have something to say about it. How to build it: Give Claude your audience and three criteria and have it rate each topic from 1 to 10, with reasoning.
4) Theses, not hype. Look for claims people can discuss and skip pure outrage. How to build it: Ask Claude to turn every topic into a thesis someone could disagree with. Topics without a thesis are out.
5) Fixed content pillars. Three to five themes you return to again and again. Every idea has to fit a pillar. How to build it: Let Claude sort your last 30 posts into groups. The three to five biggest groups are your pillars.
6) The top 10 go on a board. The week's best topics land in one place you actually look at: Notion, Trello or a simple spreadsheet. How to build it: A table with the columns topic, pillar, score, status. Claude can hand it to you as a Markdown table or CSV.
7) Never post twice. A list of every topic you've already covered.
How to build it: A file already-posted.md, one topic per line with a date. Before each new topic, ask Claude: "Have I done this already?"
This is where a topic becomes a finished post.
1) A skill for the script. A fixed process that turns a topic into a script: hook, body, call to action, in your voice. How to build it: In Claude as a project with your voice file and instructions, in Claude Code as a dedicated skill. See building a Claude skill.
2) Shoot with your phone. Talking-head videos don't need a studio. A smartphone, a small tripod and daylight are enough. How to build it: A fixed spot by the window, phone at eye level, one clip per thought. Short clips are easier to edit later.
3) Editing by skill. Rough cuts, subtitles and removing pauses can be handled by an AI workflow today. How to build it: Start with an editing tool that has auto-subtitles. If you work with Claude Code, you can have it build your own editing skill with ffmpeg and a transcription model.
4) Templates instead of Canva. Recurring formats like carousels become templates you only fill with text. How to build it: Have Claude build an HTML template for your carousel and render images from it with Playwright. Then you only change the text per post.
5) 7-point QA before release. A fixed checklist before anything is done: tone, subtitles, spelling, format, length, call to action, thumbnail. How to build it: Write down your checklist and let Claude check every draft against it.
6) Storyboard first, then edit. Before editing, it's clear what happens in which second. How to build it: Have Claude turn the script into a table with time, text and visual. Only when that works do you start editing.
7) B-roll from building blocks. Cutaways like graphics, interfaces or diagrams come from reusable templates. How to build it: Have Claude build three or four graphic types as templates, like comparison, number and flow, and reuse them.
This is where the system runs without you sitting next to it.
1) A machine that stays on. Mine is a Mac Mini. An old laptop, a Raspberry Pi or a cloud server works too. How to build it: Start with the device you have. What matters is that it's reliably on when your tasks run.
2) A fixed schedule. A cron job (a scheduled task) starts your process in the morning, for example topic scan and drafts. How to build it: Ask Claude Code: "Set up a scheduled task that runs this script every morning at 6 am." On a Mac that's launchd, on Linux cron.
3) A report with breakfast. At the end of the run you get a short summary: what's new, what's waiting for you? How to build it: Have the script write a short message at the end, via email, Telegram or as a file you open in the morning.
4) One API for all channels. Instead of handling each platform separately, you post through a service that reaches all of them. How to build it: Pick a publishing service with an API, I use Zernio. Claude Code writes the script that sends your finished posts there.
5) Nothing without your go. The most important block: no post goes out automatically. The system prepares, you approve. How to build it: Build in an approval step, like an "approved" folder or a status in your table. Only what's there gets posted.
6) Staggered across platforms. The same post goes out with a delay, for example TikTok first, Instagram five minutes later, YouTube after ten. How to build it: Define order and gap once and let the publishing script follow it.
7) Every draft lives in Git. All texts and templates are versioned in a Git repository. You see every change and can roll back. How to build it: Ask Claude Code to set up your content folder as a Git repository and commit every finished draft.
This is where reach turns into conversation.
1) A comment becomes a DM. Whoever comments a specific word automatically gets a message with the promised content. How to build it: You need an Instagram automation service, for example ManyChat or the comment automation of your publishing service.
2) One keyword per post. Every post gets its own word so you know where a request comes from. How to build it: Short, unique, on topic. The keyword goes on the last slide and in the caption.
3) Follow gate before the link. Optional: the link only arrives once the person follows you. How to build it: Most automation services have a setting for it. Test it with a second account before going live.
4) One page per promise. Whatever you promise in the DM has to exist, ideally as its own page on your website. Like this one. How to build it: Have Claude turn the post into a detailed guide and publish it before the post goes live.
5) AI suggests, you decide. Claude can draft replies to comments. They only go out after your okay. How to build it: Collect new comments, give them to Claude with your voice file and get one suggested reply per comment. You go through the list and send.
6) TikTok and YouTube by hand. Not every platform allows automations. There you reply yourself, and that's fine. How to build it: Plan ten minutes a day for it. The drafted replies from block 5 help here too.
7) No emojis in replies. A small rule with a big effect: replies without emojis feel less like a bot. How to build it: Add the rule to your voice file, section replies.
Open Claude, give it five of your best posts and have it write your voice file. It takes half an hour and makes every later block better.
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