The content that really makes a difference for our small business is created through deep experience and requires real work to create. When we put that work into sharing our insights, we don’t want the article disappearing into the ether. Having a way to take that one piece of content and quickly converting it in a year of social media content in our marketing calendar is game changing.
Back in 2012, my business partner started a blog called Train Like a Champion (now the Endurance Learning blog). He used the blog to refine his writing. Over time, we started to write longer pieces on the blog and feature work by our team. Some of these articles are incredibly in depth and focused on helping instructional designers create better courses for learners.
For many of these articles we never promoted them beyond the occasional LinkedIn post or newsletter feature. After that, we were dependent on Google to send people our way. What a bummer it was when this didn’t happen.
The reality is that creating marketing content is expensive and time consuming. It can pay big rewards for small businesses but it requires you to be smart about how to distribute it.
Affordable Software
We originally found AppSumo back in 2017 when we were looking for a more affordable social media scheduling tool as we sought ways to keep our monthly overhead low while scaling our small business. AppSumo is a marketplace that is famous for offering lifetime deals on software, courses, and digital assets that are well within the budget of small operators. It allows you to access powerful tools for a one-time fee, which helps keep your monthly overhead low as you grow.
Small business founders often use it to discover emerging technology before it becomes mainstream. It was through that marketplace that we discovered Missinglettr. We were using Buffer at the time to schedule social media posts, but were struggling with what we were paying per month and what we were getting. If you’re evaluating software for your small business we encourage you to use a software evaluation tool designed for small business.
Missinglettr has remained a part of our toolkit ever since. Our usage of the platform has changed as our businesses evolved, but it continues to serve as a central ecosystem for content distribution. Many founders struggle with the daily grind of social media, especially when 56% of small business owners report having an hour or less each day to spend on marketing. This article explains how we use this specific tool to move from manual posting to an automated distribution and discovery system.
Easy Social Media Content
The core philosophy of our content strategy is that every blog post is an asset that should work for us over the long term. This means maximizing its value through SEO and finding other ways to promote the content, even including PR if possible.
Most founders publish a post, share it once, and then let it disappear into their archives. Missinglettr changes this by turning a single blog post into a drip campaign of social media content that lasts 365 days or more.
The connection here is easy. The platform detects your new content through an RSS feed and automatically extracts quotes, statistics, and images from your article to create a series of social media touchpoints. It can even use AI to improve the quotes.
Step 1: Select Hashtags
Hashtags are still a viable way to get your content noticed on social media. Pick no more than three quality hashtags.
Step 2: Select Media
MissingLettr automatically pulls in imagery used in your post. It is worth spending a couple of minutes adding media from Unsplash or GIPHY. I’ve started using a few images like this to add some visual diversity to my social media posts.
Step 3: Select Quotes
Step 4: Fine Tune the Posts
You’ve now selected hashtags, images, and quotes that are the foundation of your social media content. The last step is to fine tune your social media posts to ensure that they resonate.
For each post I check the messaging and the image. I can quickly change either of those and can edit or upload a new image. I give myself about 10-15 seconds per post.
What I love about this approach is that it gives me something to work with in an easy interface. I spend no more than 10 minutes reviewing the content it creates and making adjustments. At the end of this process I have a year of social media content promoting this article.
This is particularly helpful when your creativity is spent after the intensive process of writing and publishing a long piece of content. Instead of starting from scratch to write social copy, you are simply reviewing and approving what the system has already extracted.
The Curate Library to Grow Audience
Sharing social media content consistently requires more than just sharing your own work. If we only used the content from
We try to follow the 5-3-2 rule, which suggests that for every ten posts, five should be curated content from other sources, three should be your own content, and two should be personal updates. The Curate library in MissingLettr is a powerful tool to help us find that balances.
Discover Social Media Content
The Discover feature helps us find social media content that is on target for our audience. My process is to review the list and open 3-5 articles to review. There is a way to automate this process, but I’m big on reviewing and making sure that I find the content valuable.
Even more exciting than the Discover feed is adding our articles and content to the Discover feed! This feature acts as a two-way marketplace where we can find high-quality content in our niche to share with our audience, which saves hundreds of hours of manual research.
Curate
Simultaneously, when we share our own posts to the Curate library, other people in our industry can share our content with their audiences. This helps us reach new readers and builds social media backlinks that can improve our domain authority over time.
Workspaces for Multiple Brands
One of the most practical features for a founder managing multiple brands is the workspace architecture. In our Pro plan, we have access to multiple workspaces and social media profiles. This allows us to keep the social profiles and social media content feeds for our different business entities completely separate.
You can customize the fonts, colors, and logos for each workspace, ensuring that every automated post stays on brand. This siloed approach means we can manage a personal blog, a corporate consulting firm, and a community site like Small Business Founder from a single dashboard without cross-contaminating our audiences or workflows.
From LinkedIn and Twitter to Facebook
For a long time, our primary focus was on LinkedIn networking for our other ventures. Because LinkedIn relies heavily on personal professional authority, we found ourselves moving away from automated tools in favor of direct engagement. However, when we launched Small Business Founder, we realized that our audience interacted differently across various platforms. We needed to be active on Facebook and other social media channels to build a true community, and we had to rethink our usage of automation to keep those accounts active while running another business.
In 2026, social media remains a primary discovery channel, with 58% of consumers discovering new businesses through social platforms. While we still value the high-touch engagement of LinkedIn, the reality of managing multiple brands meant we needed a system that could handle the foundational activity across all profiles without requiring our constant attention.
Tradeoffs and Realities
No tool is perfect, and there are several operational realities to consider before committing to this ecosystem. We have observed that the platform can be slow to load at times, and the AI-generated quote suggestions occasionally need manual editing to ensure they make sense out of context.
A significant friction point is the process for Facebook. Due to platform limitations, you cannot always fully automate the approval of posts. In many cases, you must manually copy the suggested content within the dashboard to push it live to Facebook. While this is a minor step compared to drafting a post from scratch, it is not a set and forget experience for every platform. Additionally, we recommend reviewing every campaign to ensure the hashtags and images are relevant to your current brand voice.
Does MissingLettr Support Your Marketing Plan
Missinglettr may not stand up the features of a general social media scheduler like Buffer or Hootsuite, but it is much better as a dedicated content distribution engine. If you are a founder who publishes original content and your marketing plan needs you to for a way to keep that content in front of your audience for a year, the Solo or Pro plans offer high value.
For those who prioritize manual control over every post or do not have a consistent blog to pull from, a simpler scheduling tool might be a better choice. However, for the busy founder managing multiple business interests, the ability to turn one afternoon of writing into months of marketing is an essential operational win.
