How to Become a Content Machine Using AI

Insights from Alan Stern’s Build Chicago Workshop

At the Chicago Build Expo, Alan Stern President of Persona Marketing, delivered an insightful workshop titled “How to Become a Content Machine Using AI.” This session offered valuable takeaways for marketers and business professionals aiming to transform their content strategies. Through practical insights and strategic frameworks, Stern walked attendees through using AI tools effectively, building engaging content, and enhancing networking efforts to maximize professional relationships.

Understanding the Current Marketing Landscape

Stern started by laying out some eye-opening statistics to frame the challenge of modern marketing:

1. The average person spends 2.5 hours a day on social media.
2. People see between 4,000 and 10,000 ads every day.
3. The average attention span is now just 8.25 seconds.

Given these statistics, marketers are fighting for milliseconds of attention, and the only way to win is through engaging, relevant, and consistent content. As Stern reminded attendees, “We’re in the attention business.” To capture that attention, your content must first entertain. People will give you their time long before they’ll give you their money, a principle drawn from the teachings of marketing expert Alex Hermozi.

The HEAT Method for Building a Reputation that Sells

Stern introduced the HEAT Method as a framework for creating content that resonates with audiences and builds trust over time. The acronym stands for:

• Humor: Use humor to break down barriers and create a connection.
• Education: Provide valuable, informative content that positions you as an expert.
• Add Value: Ensure every piece of content offers something useful, whether it’s insights, tips, or solutions.
• Trust: Consistently delivering quality builds trust, the bedrock of any successful customer relationship.

Leveraging AI Tools like ChatGPT

One of the workshop’s key takeaways was the role AI can play in supercharging content creation. Stern emphasized that while tools like ChatGPT can streamline content generation, it’s important to remember: never copy-paste from AI without review. AI is a tool, not a replacement for human judgment. As the chief editor and owner of your content, you must understand what’s being said and ensure it’s accurate and aligned with your goals.

ChatGPT can help with:

• Target customer mastery: AI can identify the specific problems your customers face. This helps narrow down your audience to those who most need your solutions.
• Long-form content creation: Use AI to guide the process and prompt ideas that provide valuable information for your audience.
• Sales and marketing copywriting: AI can assist in producing consistent marketing messages, saving time while maintaining quality.

Stern even demonstrated how to build a target market in just two minutes:

1. Ask ChatGPT to identify problems your audience may have.
2. Then, ask it to describe the audience most likely to experience those problems.

For businesses like Content Cucumber, this process can generate detailed audience profiles (or “client avatars”) that allow for highly targeted, effective marketing. These profiles can then be used to tailor content that speaks directly to the audience’s pain points, making your message much more impactful.

The APE Format: Simplifying Content Creation

Another valuable tool Stern shared was the APE Format, a straightforward framework for creating content that is relevant and actionable:

• Audience: Who is your content for?
• Problem: What problem or pain point is this audience facing?
• Explanation: How can your product or service solve this problem?

For example, you might create an article for small e-commerce business owners (audience) who are struggling with increasing their social media engagement (problem), explaining how they can use AI tools like ChatGPT to generate consistent, engaging content that captures attention (explanation). This format ensures that your content stays focused and provides tangible value.

Don’t Forget to Nurture Your Network

Stern also warned against letting your networking efforts go to waste. Too often, people meet valuable contacts but fail to maintain those connections. His advice? Immediately add your new contacts on social media. This allows you to keep in touch with them over time through your content, reinforcing the relationship without needing constant direct outreach.

By staying visible to your network, you keep yourself top of mind for future opportunities. This long-term, organic connection-building is a crucial aspect of relationship marketing. Your content can serve as a consistent reminder of your expertise, making it more likely that these contacts will reach out to you when they need your services.

Conclusion: Balancing AI with Human Expertise

The overarching message of the workshop was that AI tools, like ChatGPT, can help you become a content machine, but they should never replace human oversight. The HEAT Method, APE Format, and AI-powered customer insights can help businesses streamline their content creation and engage their audiences more effectively. However, as Stern emphasized, you are still the chief editor—it’s your responsibility to review, edit, and ensure everything aligns with your brand’s voice and message.

Finally, don’t overlook the importance of nurturing your network. Social media allows you to turn casual encounters into lasting professional relationships through consistent, engaging content. Whether it’s through humor, education, or adding value, the right content strategy can help you stand out, capture attention, and build a brand that resonates with your audience.

By combining human creativity with AI’s efficiency, businesses can create a sustainable content machine that drives growth and fosters meaningful connections.