Whether your organization uses an in-house marketing team or partners with an agency for your content marketing, the demand for fresh, engaging content across multiple channels can be daunting. Fortunately, the GenAI revolution has unlocked new possibilities for scaling content, offering tools to streamline processes and enhance creativity. And while AI is no substitute for a skilled marketing professional (at least not yet), it can give you a significant head-start.
As an agency partner to numerous leading AI companies, Sparkpr leverages our expertise in the space to assess the latest cutting-edge AI tools that will supercharge our content creation and distribution – we even use many of our clients’ solutions!
In this guide, we'll take you through a step-by-step process for leveraging AI tools to scale your content creation efforts efficiently and effectively. If you need help generating leads with your content, we’d love to help you craft a winning strategy.
Repurposing content across various channels has always been essential to scaling content creation, but with AI-powered tools, our ability to do so has taken a big leap forward.
Begin by analyzing your existing content assets and identifying a piece that highlights your key themes and messages and can serve as your core asset. For this guide, let’s assume we’ve chosen a video of a keynote speech your CEO gave at a recent industry conference. This is a substantial enough basis from which to spin out multiple other pieces.
The first thing you’ll want to do is transcribe the video. Since most GenAI tools take the form of chatbots, you will need the text of the speech to work with. There are many AI-powered transcription programs available, with most geared toward transcribing video meetings. Some of these, like TurboScribe or MeetGeek, allow you to upload audio or video files to transcribe, as well as generate insights and differentiate speakers. This last feature is handy if, say, you’re working with a webcast panel discussion and only want to use your organization’s contributions. Another program, Descript, features a suite of editing tools that can be useful, depending on your purposes.
Next, we’ll take this transcript to an LLM chatbot – of which there are many! Which is best? It depends on the use case and your own preferences. The best advice is to try them out, using the same prompts and judging the results for yourself. One might give you more lively social media posts, while another generates a more on-point media strategy.
When searching for an ideal chatbot, it’s important to note that many solutions are merely putting a different user interface on an underlying ChatGPT or other model. This glossy functionality is often doing some of your prompt work for you, but you should assess whether it’s worth the cost.
Ask the chatbot to analyze the transcript for voice and tone and suggest prompts that you can use to match this voice when generating future content. One Sparkpr client offers an all-in-one generative AI solution that automatically analyzes your organization’s brand, including voice and visual style, to efficiently create a range of on-brand content while protecting your confidential data. The platform integrates with numerous other apps, so you can stay on brand across all departments, including marketing, advertising, customer support, sales, HR, and more.
Always keep in mind that you should not enter any confidential information (e.g., from an upcoming press release) into a chatbot unless you anonymize it first. This information could be used publicly.
Once you have the source material loaded into your chat, you can start to repurpose it. Chatbots work best when working on one task at a time with detailed instructions. Include format, essential elements (e.g. hashtags), intended audience, whatever you can specify to narrow down the output and get you closer to a finished product.
While chatbots can convincingly carry out a conversation, they can at times misinterpret your intentions and go off on a tangent. It’s helpful to think of your prompts as if you were playing a game of telephone: how could your instructions be misinterpreted? Rephrase them to be more deliberate.
Now that our chatbot has the information we want to convey and the tone in which it should be conveyed, we can begin to repurpose it for other channels.
If you don’t already have a YouTube channel to house your video content, you will want to start one. Each of these social posts can direct viewers to watch the full video on your channel (include any desired CTAs like this in your prompts). A bite-size highlight clip is a great hook for capturing attention before providing more in-depth information. You can also earn subscribers, direct viewers to other videos, and send them to your website. It’s all part of moving prospective customers down the funnel to conversion.
You’ll also want to generate an SEO-optimized YouTube description and title to drive organic traffic to your video. Chatbots can suggest keywords to target in the description, which you can research separately. Or, you can prompt the AI to include previously researched keywords along with ideal word and character counts. (Descriptions should ideally be at least 250 words, while titles should fall between 50 and 70 characters.) You might also want to prompt the chatbot to include chapters, estimating their timestamps from those in the transcript.
You can repeat this process to break out lengthier 5-15 minute clips on individual topics to add more videos to your channel and target additional search terms.
You can now generate a blog post for your website (in addition to a social post directing people to read it). You can either use the entire keynote as the basis for the piece or choose a certain section to expand on.
If your CEO is interested in building a thought leadership program, the keynote can also serve as the basis for earned content, an article that you can try to place on another website. Note, however, that most outlets have rules about accepting AI-generated work. Regardless of such guidelines, in most cases, you won’t want to use chatbot output verbatim anyway.
Long-form articles generated by AI still require a lot of finessing, both in the level of detail and in the quality of writing. For example, ChatGPT loves to begin pieces with “In today’s dynamic business landscape” or similar phrases. Aside from being cliches, they’re practically chatbot watermarks and should immediately be deleted.
Revising an entire article can end up being more trouble than it’s worth. Instead, you can still give yourself a leg-up by having the chatbot generate an outline, a list of topics for articles, an abstract to pitch prospective outlets, or an email pitch to journalists highlighting timely topics your SME is available to speak about.
Instead of thinking of chatbots as doing the writing for you, think of them as a collaborator. Often, chatbots work best as another “mind” to bounce ideas off or to quickly gain an understanding of a highly technical concept. Find whatever uses allow you to jump-start your own creativity.
Don’t stop exploring ways to repurpose content. There’s nothing wrong with having a blog post on your website share the same topic as a LinkedIn Article, though it does help to try to find different angles on the same material. You also can generate ad copy, an email campaign, and more – all from one piece of content!
You can also mine your content for all-important visual ideas. Before leaving your chat, generate a list of ideas (or full copy if statistics were mentioned in the keynote) for infographics (you will need to track down the sources online, something a specialty platform like Perplexity is best at). Infographics can be a labor-intensive content form, but new AI-powered tools are making great strides in this area.
Canva has made it a breeze to create motion graphics for social media or simple infographics that don’t require heavy vector designs. Of course, having a professional with an eye for design doing the creating will yield better results. Nothing beats a custom-designed infographic for a creative visual representation of data, but for social media or a blog image, Canva is effective. Other AI-powered software, such as Lumen5, can pull key points from a blog post to create an on-brand motion graphic or video for social media or presentations.
Beyond Canva, professional design software like Adobe Creative Suite is also leveraging GenAI for more democratized use. Its Firefly software unlocks the world of image editing for general users. This is a powerful new way to modify images for your needs. Or, you can create images from scratch with a simple text prompt: Platforms like Stability AI’s Stable Diffusion, OpenAI’s Dall-E and Midjourney can generate bespoke images ranging from photo realism to French Impressionism to accompany the ad copy you generated previously.
Now, the same capability has arrived for video. OpenAI and Stability both offer text-to-video platforms, while other platforms can give you a customizable talking AI avatar. Stability also offers an audio solution, which can create original music or sound effects for your videos. Other audio software can clone your CEO’s voice and generate natural-sounding voice-over narration.
GenAI becomes especially powerful when combining the capabilities of multiple tools – a topic for a future guide!
Beyond scaling your content creation, many AI tools are available to optimize your content for SEO (MarketMuse, Clearscope) and readability (Grammarly), identify trending topics (BuzzSumo, Curata) and more.
AI tools are constantly evolving, which is why it can be critical to have an agency partner that is on the front lines of the AI revolution and can ensure your organization leverages the right tools and strategic expertise to maximize your marketing spend and gain a competitive edge.
If you’re looking to enhance your marketing and PR efforts to hit your business goals, we’d love to hear from you! Get in touch with us.
