“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” — Leo Burnett

Leaders are readers, and some are writers.

Writing can be your extreme advantage, especially for scaling your influence and impact.

The pen is still mightier than the sword when it comes to changing the world.

People that augment themselves with AI have an advantage.

I’ve been reviewing processes and frameworks for creating better content with AI.

I wrote about the CRAFT AI Writing Framework, which is a great start for thinking about the impact of AI.

In this article I want to write about a 7 step process for scaling content with AI according to Benu Aggarwal.

Why Leverage AI for Your Content Creation?

Incorporating AI into each step of your content strategy is a game-changer.

It allows you to scale your efforts in a constantly evolving landscape.

From pinpointing the most impactful ideas, through generating well-optimized content, to publishing and measuring the outcomes—integrating AI streamlines the process, enabling you to create targeted, high-quality content efficiently.

This saves you time and ensures your content strategy remains dynamic and data-driven.

In developing effective content strategies, blending AI tools with human insights can be particularly powerful.

This combination allows you to create content that meets high-quality standards and aligns closely with what people are searching for.

By focusing on a people-first approach, where the content genuinely serves the needs and interests of users, you can align more closely with Google’s standards and improve both reach and impact.

Google’s Stance on Content and AI

Google’s approach to content is fundamentally about prioritizing the user experience.

This means that the content must not only be of high quality but also genuinely helpful and authoritative.

Google’s algorithm updates consistently reflect this philosophy, rewarding content that enhances user satisfaction and relevance.

As a content creator, put your focus on creating content that offers real value.

It’s about creating expertly crafted material that is informative and engaging and enjoyable for users to interact with.

Google does not prescribe specific methods for creating content.

However, it emphasizes the importance of delivering significant user value above all.

Keep E-E-A-T in Mind When Creating Content with AI

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

It’s a concept, not a direct ranking factor, used by Google’s Search Quality Raters to evaluate the credibility of webpages.

Here’s the breakdown:

• Experience: Does the author or website have firsthand knowledge of the topic?
• Expertise: Is the content created by someone with demonstrable knowledge in the field?
• Authoritativeness: Is the website recognized as a reliable source by other reputable websites?
• Trustworthiness: Is the content accurate, unbiased, and secure for users?

By focusing on these factors, you can create content that Google considers high-quality and trustworthy, potentially leading to better search rankings.

7 Step Process for Scaling Content with AI

Benu Aggarwal has a 7-step process for scaling content with AI.

Benu is founder and president of Milestone Inc.

Here are the 7 steps for scaling content with AI at a glance:

1. Determine What to Write
2. Brand Voice & Tone
3. Generating Content
4. Distribution Workflows
5. Entities and Topics
6. Technical Foundation
7. Measuring Performance

Let’s step into each one…

#1. Determine What to Write

Creating a high-impact content strategy is a bit like being a detective.

It’s your job to uncover what your audience truly needs and then provide the solutions through compelling content.

Here’s how you can do it:

First, put yourself in your customers’ shoes.

What challenges are they facing?

What questions are they asking?

This step is about empathy – understanding their problems so well that you can craft topics that will resonate deeply with them.

Next, dive into research.

Look at the content you’ve already created. Is it solving your customers’ problems?

Then, scope out your competition.

What are they doing that’s working, or perhaps not working?

This is where you look for clues that others might have missed.

Now, bring out the tech tools.

Use AI to analyze search trends and to sift through large amounts of data.

This can help you spot the content gaps in your niche – the questions that no one is answering – as well as identify the topics that are generating buzz.

AI can also show you the strengths in your current strategy that you can build on.

By doing all this, you’ll be able to create a content roadmap that’s not just based on gut feeling, but on solid data and a clear understanding of your audience.

The digital landscape changes quickly, so regularly revisit your strategy, update your topics, and keep analyzing.

It takes time, but the payoff can be substantial in establishing your voice and authority in your space.

#2. Brand Voice & Tone

Maintaining a consistent brand voice across different content platforms is crucial.

Use AI to analyze your brand’s communication style and audience preferences to create a guide that outlines your brand’s tone, language, and audience personas.

This guide will serve as a practical framework for your team, ensuring that the content you produce is on-brand and resonates with your audience, no matter the channel – from web and email to social media and paid campaigns.

#3. Generating Content

To maintain brand consistency, focus on editing and fine-tuning.

The key is to use AI to identify where your content falls short and to establish a clear brand voice.

AI tools can quickly assimilate diverse inputs—key phrases, authoritative insights, audience interests, and specific details like events or pricing.

This produces swift content outlines or first drafts.

This strategy is a time-saver, redirecting your energy to elevate the content for a greater, more coherent impact.

By leveraging AI, you can efficiently craft a diverse array of content that resonates with specific audience needs.

Here are targeted examples across various industries:

• Hospitality: AI can generate travel itineraries, promotional content, blogs, social media posts, and landing pages tailored to local attractions and activities.
• Healthcare: AI helps in producing patient education materials, concise research summaries, and health advice articles.
• Banking: AI tools can simplify complex financial topics into engaging articles, provide timely market updates, and offer personalized investment guidance.
• Automotive: AI is useful for creating in-depth car reviews, maintenance tips, and the latest industry news.

The objective is to make AI-powered content highly relevant by tailoring it with specific topics, keywords, brand voice, and target audience details.

#4. Distribution Workflows

To ensure your content reaches its audience effectively, it’s crucial to set up robust distribution workflows.

Here’s how you can use AI to streamline this process:

1. Seamless Integration: Once you’ve created quality content, AI can help manage the distribution by seamlessly integrating with your Content Management System (CMS) or preparing the content in various formats for distribution across different platforms.
2. Complete Package Delivery: Make sure that all related media assets, such as images and PDFs, are bundled with your content. This ensures a consistent and high-quality user experience regardless of where your content is accessed.
3. Global Reach: Incorporate workflows that leverage AI to translate your content into various languages, extending your reach and making your content accessible to a global audience.

By implementing these strategies, you ensure that your content not only maintains its quality across all channels but also meets the diverse needs of your audience wherever they are.

#5. Entities and Topics

Optimizing your content to make it discoverable, relevant, and authoritative is key to engaging your target audience.

To do this effectively:

1. Establish Guidelines: Develop clear guidelines for content creation that address quality, length, meta information, and the inclusion of specific topics, subtopics, and entities. These guidelines ensure that your content adheres to best practices and is structured to meet user needs and search engine criteria.
2. Use a Robust Checklist: Implement a comprehensive checklist that you can quickly run through to evaluate AI-generated content. This helps identify what the AI has done well and what areas require further refinement by human editors.
3. Leverage Advanced AI Tools: Equip your content creation team with AI tools that include prebuilt advanced prompts and an SEO checklist. These tools should also integrate workflows that enhance the optimization process, enabling your team to produce higher-quality content more efficiently.

#6. Technical Foundation

Ensuring a stellar page experience and a robust technical foundation is crucial for user satisfaction.

Slow-loading pages can drastically increase bounce rates and negatively impact user engagement.

Focus on optimizing your Core Web Vitals to enhance your site’s performance.

A well-executed technical setup not only secures your site but also makes it more user-friendly.

These improvements collectively boost user retention, engagement, and ultimately, conversions.

Core Web Vitals are a set of three metrics that Google uses to measure the real-world user experience of a webpage, specifically focusing on loading performance, interactivity, and visual stability. These metrics are:

• Largest Contentful Paint (LCP): This measures how long it takes for the largest piece of content on your page to load. Ideally, your LCP should be within 2.5 seconds of loading the page.
• First Input Delay (FID): This measures how responsive your page feels to user interaction. Ideally, your FID should be less than 100 milliseconds. (Note: As of May 2023, Google announced that FID is being replaced by INP – Interaction Needs Primacy – in the Core Web Vitals).
• Cumulative Layout Shift (CLS): This measures how much the layout of your page shifts while it’s loading. Ideally, your CLS should be less than 0.1.

By optimizing your Core Web Vitals, you can ensure that your website loads quickly, feels responsive, and avoids unexpected layout shifts that can frustrate users.

This improves the user experience and can also lead to higher search engine rankings as Google prioritizes pages with good Core Web Vitals.

#7. Measuring Performance

To effectively measure and enhance your content strategy, focusing on a few impactful Key Performance Indicators (KPIs) can provide clarity and drive better results.

Here are five essential KPIs that are particularly valuable:

1. Engagement Rate: This measures how actively involved with your content your audience is. It can include metrics like average time on page, comments, shares, and likes. High engagement rates are typically indicative of content relevance and quality.
2. Conversion Rate: Tracks the percentage of visitors who complete a desired action (such as signing up for a newsletter, downloading a resource, or making a purchase) divided by the total number of visitors. This KPI is crucial for evaluating the effectiveness of your content in driving business outcomes.
3. Traffic Growth: Measures the increase in visitors to your content over time. This KPI helps gauge the success of your content marketing efforts in attracting more viewers and can be broken down by traffic source to understand which channels are most effective.
4. SEO Performance: Includes rankings for targeted keywords, organic traffic levels, and backlinks. Monitoring these can help you understand how well your content is optimized for search engines and the impact of your SEO strategies.
5. Bounce Rate: The percentage of visitors who navigate away from the site after viewing only one page. A high bounce rate might indicate that the content is not relevant or engaging enough to encourage further interaction.
   These KPIs provide a comprehensive view of how your content is performing, helping you make informed decisions to refine your strategy and achieve your goals.

Leverage AI to Help You Build Better Content

The 7-step process for scaling content with AI, as shared by Benu Aggarwal is a comprehensive approach.

It ensures your content creation, distribution, and optimization is both efficient and effective.

This process begins with identifying what to write based on deep audience insights, extends through maintaining a consistent brand voice.

It culminates with robust measurement of performance to continually refine and enhance content strategies.

Each step, from setting the brand tone to optimizing technical foundations, plays a critical role in making content visible and also resonates with your intended audience.

AI’s role in this process is transformational, helping you rapidly generate tailored content, streamlining your distribution workflows, and providing advanced tools for optimizing your content around specific entities and topics.

By implementing this AI-powered strategy, you are better equipped to produce content that meets and exceeds the dynamic needs of your audience.

This drives engagement and bolsters your brand’s position in a competitive digital landscape.

As you leverage AI to refine each element of your content strategy, remember that the goal is to deliver value that is clear, measurable, and impactful.

This strategic approach ensures that your content does more than just exist; it performs.

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