Wing Venture Capital’s Post

Transcript

All right, one of the questions that our team has been getting a lot lately is where does the human fit in the loop with content so that. Creating content doesn't take so long, but you don't sacrifice quality. So we're going to go over that today. Now we're going to look at an SEO blog post to top of the funnel blog post where we're targeting scale content marketing, AI. So how to scale content marketing with AI? But this really is the same process for most types of content. I break it down into four pieces. If strategy, you have initial creation, you have editing and Polish or review, and then you have distribution. So you have 4 separate steps and AI actually only handles. One of them, so we're going to talk about where AI comes in the loop, but the one step that it handles is really 80% of the time suck. So it's really doing the most time consuming work and leaving everything else for the human to come out and make sure that it is helpful, accurate and just fun to read for your audience. And only you'll know that for your audience based on who your audience is. So the very first part is strategy. Now for us, if we're talking about a blog post, we use H refs for keyword research. Any of the SEO tools that you use. Feel free, it's the same type of thing you just come U with basically. Who are you trying to get in front of with your offer? What are these people typing into Google as they're trying to learn about your field, niche, or the solutions for the problems that they're trying to solve? How can you make your content awesome so that it gets in front of them and helps them solve the problem? So that's the strategy that I'm thinking about when I'm choosing my keywords. Right now, what we're trying to do is at least this month, we're talking to B content marketers. We don't have a ton of content on our site about that because we used to be more of a B to C brand and we've made a switch in the past year to B to B. So total change in strategy. That is something that I would not have understood without a human in the loop. Really pushing what it should be writing about and why and how it should be addressing our audience. Those are the things that I needed to do. I can't outsource my thinking, if that makes sense. The second I start outsourcing my thinking and strategy, I'm going to have a generic strategy and I'm not unlocking AI for its true potential. So we have the strategy part. Once we have the strategy part, it's time to go to the initial creation. And this is where it used to be a very tedious process. You would have a writer. Well, first of all, you'd have the strategist. They'd have to come up with the brief, and in the brief it would outline the title, the length, external research, the internal links to include. There would always be an outline. Some companies would separate the outline from the brief, but there would always have to be an outline that's made. And then a writer who goes off and writes the first draft sends it back. That whole process of create the brief, create the outline and create the first draft. Could take days, literal days for a single post depending on how effective the writers are O. This gets that out of the way, the first draft with research and internal links to the point where I am so happy with the quality of this coming out on the back, especially with all of the added information to help our editors clean this up quickly. So we'll talk about that in a second. But first, let's just walk through this process, the process that we're replicating. And This is why using chat as like a copilot isn't really unlocking AI for its full potential. Really all you're doing what is becoming a faster task rabbit. What we have here with a workflow is an automated process. That we can now scale to any volume that we need to as long as our strategy is sound O In this workflow, all we're going to do is we put in a keyword. When we put in that keyword, it will scrape our site map to find the right internal links. Then it will search the Internet for interesting statistics on the keyword or the topic and extract those with clickable links so I can go verify them later. Then it will create an EO brief. What it's doing in this one action and this one step is it's actually going and looking at Google and figuring out what are the top ranking articles? Are there any information gaps that we need to fill in those operating articles to be more competitive? What are the absolute must haves in these articles that we just have to cover the definitions, the terms. The how to steps, if we're trying to show how to get started with some kind of process, again, it's tofu, so it's never going to be super in death in terms of like. How to solve X problem specifically with X products? So we don't have to go super far into that. But conceptually, we still need to have really solid definitions. We need to make sure that we're explaining these basic fundamental ideas very clearly and in a memorable way. So it's going to create that brief with all of those notes and then it will take it to the final writing portion. And this is going to create the first draft. So once we have our keywords, again, the strategy side of it, we get this awesome first draft. We have our internal links here. We have some cool points of research here. And then we can go down. Oh, and these all by the way, you check these very quickly. So let's see this one was. 85%. Increase of. Yeah, probably right to them and tell them to fix that. And then I'd want to check this year because the year was written kind of funny in the source and that's again where the human comes in the loop. But the editing portion, we'll talk about that in a second. The big thing is we go down. You can check the brief. That way, if there's anything with the brief that you're not happy with, you can make those changes before it gets taken to the article. And then you have this really beautiful longform article with all of the links in there. O what happens now? This is the first draft in my opinion. This is the step that used to take 80% of the total time. Even though it's just 25% of the process, it would take 80% of the time. And this is where the bottleneck would always stick. For every team I've worked with, getting that first solid draft done is where the bottleneck and time suck always was. Because after this, once you have this first draft. This is where the human in the loop comes back, and now the human in the loop can make sure that the process was handled accurately and with care. Are the internal links going where they should go? And are they the right internal links? Right. So as the human brain, you come back and you say, you know what, that LinkedIn makes sense. But here's what's neat. You can hop back to this list and say, is there another internal link that would have made more sense? And in this step, you can customize it to say, you know what, instead of 10, I want 50 internal links. So I could just have a list and every time I go through, I can cherry pick which ones I do. So you can really customize how much you want automated and how much you want there at your disposal for the editing process. Says we come through here. There are changes that I would make. I would. Not want these sources like this. First, I would check all the sources, always double check the sources. And then I would come here and let's just assume that it was correct because this step often is I would go here and report that in there. And what we're finding is that the editing process in this way. When you have an expert who is editing, meaning they are familiar with the niche, they're not like an intern who's never been a part of your niche before. They don't know what you're selling or anything about your industry. If you have someone who knows what they're talking about and they get a quality first draft that has gone through their research, gone through the brief, gone through that first draft step. It takes about 30 minutes per 1000 words to edit quickly. I've been doing it much faster just because I've been doing it now for months and I have all of this extra cool research at my disposal. If I want, I just pull from here. We have other workflows that get added like a statistic agent, so if I need some extra support, I just run a query through that and I get all the clickable sources so I can verify manually. Go through, we Polish it up once it's polished and we're happy with it again. Let's say that this was a 1500 word article. Cool 1500 word. First draft probably take me about 45 minutes if I'm new at this may be an hour as I'm just getting started. And then eventually that gets whittled down. So now this blog post went from a keyword entry. Click run. To a really quality draft. After about 45 minutes to an hour. That is the editing portion where the human needs to be in the loop and then distribution. Where are the best channels to put this? So if this was an EO ICE, obviously we're going to try to get it ranking, but we might want to write a LinkedIn piece and have it distributed as well, which you can add it to the workflow and have that done too. So the idea is that the human in the loop in terms of where they need to be for the content creation, I viewed in four steps and I view the human needed step one, the strategy, step three in the editing, and Step 4. And the distribution. Only part that we're having a I handle is the bottleneck process of getting that first quality draft, a draft that is accurate, helpful and fun to read. And we're not even going to get into brand voice in this video. You can fine tune this, but that is a little bit more advanced. What we're talking about right now is where the human in the loop needs to be and when you reapproach content marketing in this way. Every blog post we are saving five or six hours on, we have same day turn around times. Even when working with external writers. I can get my writer a draft in the morning and by lunch that writer sends it back and says, hey, what are your thoughts on this? I reread through it with the final say and I'm able to load it into our CMS and send it off into the world. So this is a really streamlined approach. I'm scared to use that word streamline now because everyone thinks that it's just another AI word, but it's the right word for this. It's streamlines. The approach and it will shave so much time off of a needlessly bottlenecked process that is absolutely worth checking out. O if you have any questions you can always contact me on LinkedIn. You can write to our team copy AI write to the copy I page however you want to get a hold of us. But if you are a content marketing team. This is absolutely the way smart teams are going to do it moving forward. You just save too much time and you don't sacrifice any quality because all of the pieces are there. You gotta check this out, it's really new.