Social Media | New Rules of Marketing and PR | writing | Best Practices | Artificial Intelligence
Much of the buzz about ChatGPT and other LLM AI chatbots has been their use to query large sets of data found on the public web. Far more interesting to me, and where billions are being invested by venture capitalists right now, is how AI works with proprietary content.
I use various AI application to write my blog posts like this one more efficiently. The key is that it is my content, not a rehash of public content. While I use AI in various ways, here is my workflow for when I interview somebody or when I start with my own audio content such when I am a guest on a podcast episode or a speech I delivered. I use AI to turn the audio into a blog post or part of a book.
How to use AI to make it easier to create original content
Here are the steps I typically use when I have audio content that I want to turn into a blog post LinkedIn article, or for part of a book.
1. Record audio of yourself, a team member, or a client.
Many people tell me they don’t like to write, and it is tough for them to create social content like a written LinkedIn post. There’s AI for that! Record yourself talking about an idea or record you and a client having a discussion. Recording features are built into apps you are probably already using like Zoom.
2. Transcribe the audio.
I use Otter.ai, although there are many AI-powered transcription tools out there. Otter.ai takes my audio content and does a great job making a written transcript. If I am quoting somebody else from an interview, I check it for accuracy, but the quality is typically very good.
3. Summarize the transcription.
I use ChatGPT, but any LLM chatbot can be used to summarize the transcript. I use a simple prompt like: “You will be writing a blog post based on this transcript of an audio interview. To aid in developing the blog post, please create a summary of the most important points discussed in the interview. Please make each important point about a paragraph in length.”
4. Craft the article using the summary as a starting point.
At this point I copy and paste the summary from ChatGPT into MS Word and write the blog post. Often, the summary is in the best order already, so I just re-write in my voice. What I love about this is the time it saves. I can create a blog post in about half the time I usually require. If the blog post is based on an interview, I also go back to the transcript and find some quotes from the person I spoke with to drop into the post.
5. Use AI to optimize the content.
I then drop the written blog post back into ChatGPT to help me generate a compelling headline and SEO data like a meta description and keywords. This step saves a ton of time because I’m not great at headline writing and I am bored with keyword analysis. My prompt is simple, something like: “You are a marketer who has written a blog post that is ready to be published. Please suggest several compelling headlines for this blog post together with SEO optimized meta description and keywords.”
6. Publish your article.
Consider different ways to publish what you’ve written. It could be a blog post, social media update, or web page. You could offer it to a partner for their site. And if it is an interview, the person you spoke with may want to put it out too.
7. Repurpose, repurpose, repurpose!
Once the long form content is posted, you can slice and dice the words to create short form social media posts. I love repackaging content for the many social venues because the hard work of authoring is already done. I use Lately.ai, an application powered by Neuroscience-Driven AI to generate dozens of short-form social media posts from my long-form blog posts. I also use it to generate social posts from my book chapters. The posts can be scheduled weeks or months into the future, so I always have fresh content on my feeds.
The key is that this use of AI requires your humanity to work effectively. It needs to be a partnership. “Someone who can use Lately.ai to unlock the gold is somebody who understands both marketing strategy and copywriting,” Kate Bradley Chernis, co-founder and CEO of Lately.ai told me. “The robot on its own is cold. Humans and robots together equal sparkle-darkle.”
Well said Kate!
Disclosure: I am a member of the Lately.ai Board of Directors. Image via Lately.ai
