Overview

Hormozi’s content team was producing heat — but burning out. Between long-form podcast cuts, YouTube repurposing, LinkedIn, X, Instagram, and Shorts, the internal team was running on talent and caffeine. There were no real systems. Editors were interpreting footage differently. Creators were guessing on hooks. The operation was reactive.

We were brought in to design what the team later called “The Factory” — a fully documented, Notion-driven content ops system that turned raw content into platform-optimized output in under 48 hours. Every time.

Approach

The foundation was a repurposing engine: a three-tier system that mapped long-form source (YouTube, podcast, keynote) into short-form variants based on target outcome — virality, authority, or lead generation.

We scripted a Notion pipeline that broke each clip into:

• Platform-by-platform variants (IG, X, YouTube Shorts, LinkedIn)
• Format logic (punch-hook/CTA-loop vs. straight-face monologue)
• B2B relevance score based on topic positioning in the broader SaaS/consulting landscape

The average turnaround time from recording to final short dropped from 7+ days to under 36 hours.

We added layered review protocols with in-context comments for editors, auto-routing content to platform leads based on asset tags, and a template bank for caption design and frame structures.

For distribution, we tied the system to a velocity calendar — dropping different variants across platforms in parallel, reverse-testing top YouTube Shorts as LinkedIn carousels, and prioritizing repeat creatives based on hook efficacy.

Average view count increased 6.4× across YouTube Shorts and LinkedIn — with no increase in ad spend.

This wasn’t an editing play. It was a publishing engine. And it let Hormozi scale content velocity without scaling burnout.