Using AI to increase content value and volume

Read Time: 5 minutes

In this issue I’m going to show exactly how I’m increasing the value and volume of my content using AI and how you can too.

Why? So we can all accelerate the growth of our businesses.

In Issue #87 I covered why I’m aiming for 10+ posts per day across all the major platforms. Now let’s cover HOW.

The most critical part: value BEFORE volume.

Any of us could easily go to ChatGPT and say “write 1,000 posts about [TOPIC]” then upload them to a scheduling tool.

That would be volume WITHOUT value. It would not be original content. It would not be content aligned to your ideal customer and their buyer’s journey.

They keys to a successful content strategy in an AI world are:

1. Original thoughts, ideas, and experience
2. Presented in a way the provides value to the reader
3. That accelerates them along the buyer’s journey (ATTRACT, CONVERT, ASCEND, RETAIN)

We need to put systems in place to ensure that every piece of content, large and small, achieves those goals.

Once we do, THEN we increase the volume as much as possible to reach as many people as we can.

Then as founders or business owners, we have a TON of other things to do as well so this entire process has to be viable with less than 2 hours of our time each week (the rest needs to be automated and/or delegated).

Here’s how…

Capturing your knowledge and experience

It is essential that at least once a week, WITHOUT AI, you document something from your life, work, or business.

It doesn’t matter if its written, audio, or video, the key is to capture something you’ve learned or done that would be useful to your ideal customer.

The most important decision I’ve made in my business so far was 2 years ago deciding to commit to writing this (usually :)) weekly newsletter and choosing to make it relatively long form.

That gives me a forcing function each week to take something I’m doing, learning, or teaching, and fleshing it out into repeatable frameworks and systems that I can write about.

That original content piece each week is the foundation for the huge volume we’re about to see.

If the original was generic AI slop, then everything derived from it would be the same.

That’s why I don’t use AI to write my core content for me. Of course I use it to research, augment, and improve it but the core is my own ideas.

That way, everything derived from it inherits my ideas, framework, and experience.

Starting Your Content Engine

I call the process of taking one piece of content and turning into dozens of assets and hundreds of posts a “content engine”. It’s also one of our key growth systems we help our clients with.

To hit the new higher volume target, we’re adding AI agents and workflows along each step of the content process (plan, create, edit, repurpose, publish)

In Issue #29 – This content strategy is game-changing – I detailed how to define your content pillars and choose topics so we’ll assume you have chosen a topic for this example.

Planning Content

The biggest change to our process is now in planning.

We first want to think about where we are in our business cycle (are we promoting something, launching, etc.)

Are we needing to expand our audience or warm up our existing audience?

The answers to those will help us pick a topic.

As an example, in the fall I usually promote out content engine service, hence I’ve chosen in recent newsletter to talk about content related topics.

With the given topic in mind, before I write my newsletter, we’re using an AI agent and workflow to research the given topic.

The agent is already trained on who our ideal customers are, our frameworks, etc.

What we’re tasking the AI agent with is finding:

• Top questions about [TOPIC]
• Top challenges with [TOPIC]
• Current trends or news about [TOPIC]
• Top content about [TOPIC]
• What have I written before about [TOPIC]
• How is [TOPIC] changing over time?

There are more, but you get the idea.

What I’m starting to do now, before creating my core piece of content, is jotting down thoughts on each of those lists above.

Not all of those will make it into the core piece of content, but by taking the wider view first I can decide how broad I want my core piece to be and then we’ll still use all of the others for micro-content.

This is incredibly important because again, that’s where the downstream results stay original: whatever is created from here onward derives from MY thoughts (or yours when you do the same)

Now imagine that each of the bullets above results in 10 items (questions, challenges, etc)

EACH of those could be a content piece on it’s own. EACH of those could be turned into different formats (a text post, a thread, a carousel, a reel, etc.)

Easy to say, a bit harder to REALLY do every week.

Creating Content

In our original content engine, our goal was to get one long-form piece created, then turn it into a YouTube video, podcast episode, and long form written format (newsletter and blog) each week.

We still do that and it is essential. In my case since I prefer starting with writing, I write the long-form newsletter first. Some of our clients prefer video or audio first.

Previously I used to just largely read my newsletter off a teleprompter to create my YouTube videos but now we’ve implemented a robust set of AI agents and workflows focused on:

• Titles
• Hooks
• Intros
• Scripting
• Optimizing

Each of those is trained on top YouTube experts and competitor’s channels. Then I take the results and record my videos.

Editing Content

I won’t detail the editing process here but the main idea is we use a combo of AI tools for rough edit then humans for professional editing.

Repurposing Content

After the original long-form content is created, from there we pull highlights and quotes aiming for two posts per day:

From each long-form post or video we

• 5 – 7 Reels/Shorts
• 5 – 7 quotes

We’re still doing that, but to get to 10+ posts per day we’re also creating AI agents and workflows right now to take the long form content AND the thoughts/answers I jotted down to all of the lists above to create additional content pieces:

• Create an FAQ and answers post for [TOPIC]
• Create a common objectives and response list for [TOPIC]
• Create a checklist or SOP for [TOPIC]
• Create a DO and DON’T list post for [TOPIC]
• Create a common mistakes and how to avoid them list for [TOPIC]
• Create a thread post that summarizes [TOPIC]

The finally, from most of those list posts, we can also create micro-content like taking each item on the list and creating short posts, images, quotes out of those.

Remember though, ALL of these are deriving from my thoughts and ideas from the planning phase and/or the long-form newsletter I write first.

Even though AI is heavily involved, the essence is still original.

Publishing Content

The last step is publishing. In the original content engine system we’d take the highlights (reels/shorts) and quotes (images) and publish them across all the social channels.

Our ACCELERATE suite let’s us automate scheduling and publishing in that way.

What we’re changing now is we’re creating AI agents specifically for EACH social network so that we can tailor each content piece to the given social network and optimize for some of the differences between Facebook, Instagram, LinkedIn, etc.

We’re also integrating our task management system for cases where tools can’t be used like publishing to Facebook personal profiles.

In those cases, we generate tasks for me (or the given client) to manually create the post with the info included in the task (media, caption, etc.)

Improving Content

Using the new content engine system will result in one long-form piece of content every week, ~10 medium-form pieces, and at least 50 short-form pieces of content.

Then with a few reposts of previous high performing content, that gets us to 10+ posts per day.

The key thing I’ve been missing is focusing on IMPROVING my content over time. The reason we’re building all these AI agents and workflows is to help with that.

Identifying what’s working well and why. Looking at what influencers and competitors are doing successfully and modeling that.

We’re extracting all of those best practices and building them into our AI agents.

Take Action

Founder-let content and publishing at scale is becoming a must-have in the age of AI.

As channels fill up with generic AI slop, unique, original content backed by real world experience, in near real time, will increase in value.

To get there you need to put in place a content engine where you:

1. Create an original piece of content every week
2. Have the systems, tools, and AI/team to turn it into dozens of assets
3. Post 5 – 10+ times a day across all social channels
4. Learn and improve over time

If you want a turn-key content engine for your business, learn more here. I’m rolling out this upgraded engine in my business and am looking for a few folks to engage as well.