Hi there - Hope you’re all enjoying the long weekend (if you’re in the US anyway). Happy Memorial Day and thank you to all those who have served our country. 🙏 

So far this month we’ve covered -

• Leveraging AI to write your case studies (better and faster)

• Leveraging AI to refine your Ideal Customer Profile & Buyer Personas

Up next - how to leverage AI to write better blogs (faster). Note: real human input is still required. ✍️ 

How to leverage AI to write better blogs (faster)

First, let’s talk content strategy

Too often, I’ve seen startups focus on writing blogs for the explicit or sole purpose of SEO.

But that’s not the only reason to write blogs. And honestly it isn’t the motivator I’d let drive your content strategy in the early days (<$2mm ARR).

In the early days, I recommend building your content strategy around topics that help accelerate your sales process (aka sales enablement).

What do I mean? Blogs that answer…

• Your most common questions from prospects during your sales process (at all stages of your funnel or buyer’s journey)

• Your most common sales objections

• “Why” a certain buyer segment should be interested in your product

Without explicitly focusing on SEO, you’ll end up getting SEO benefits. But more importantly, you’ll have assets you can use immediately during your sales outreach and sales process. Immediate ROI. 😉 

💥 Bonus: You’ll also have a head start on AEO (Answer Engine Optimization). AEO is the new strategy of optimizing your content for LLM’s or AI search engines. We’ll cover SEO vs AEO another day, but the TLDR is, the more your content answers a question very directly, the more likely it is to appear as an answer and source in ChatGPT, Perplexity, Claude, etc.

✅ Recommended Action: Look at your sales stages in your pipeline, and reflect on the most common questions or objections at each stage. Make a list.

How AI can help you write better blogs (faster)

I imagine most of you have played around with using AI to write a blog. And if you just prompt it to write you a blog without giving it anything unique or personal to your POV, the content is pretty bland. Not interesting, not inspiring.

So here is how I do it (better) by injecting some personal POV flavor...

1. Record yourself (or the best subject matter expert on your team) answering the question or talking about the topic. They don’t need to be super scripted…just get the best expert for that topic talking and keep probing with 2nd layer “so what” or “tell me more” prompts.

2. THEN, take that AI generated transcript and give it to AI with a prompt like this…

Example:

Draft a blog for [company name] website about [topic]. Use the attached transcript of [name of expert and their role] talking about this topic. The blog should directly answer the question [insert question] (or the blog should speak to [niche audience] about how and why their peers are using our product to solve [challenge]). Insert a few quotes from [expert] in the blog as well. Include a CTA at the end encouraging the reader to [book a demo].

In lieu of a call recording transcript, you can also use loose notes or bullet points from the expert or even PDFs or other internal assets experts on your team have created.

Bottom line…

The more proprietary, real human POV content you give AI, the better (and more authentic) your output will be.

Give it a try and let me know how it goes!

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