EP 95: Creating an AI Content Strategy to Scale

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We all want to create better and more content, right? I mean, whether you're a marketer, advertiser, small business owner, entrepreneur, we all want more and better content. But can you actually do that with AI? You can. And that's one of the things that we're going to be talking about today on Everyday AI. So welcome if you're new. This is a daily live stream, podcast and free daily newsletter helping everyday people like you and me not just learn AI. Because what's AI really is? Is it going to help you if you just learn it? Nope. You have to leverage it. And that's what everyday AI is all about. It's about leveraging what we learn. And I'm excited for our guest today who's going to help us and talk about how we can create better and faster content at scale with AI. But before we get to that, as a reminder, if you're joining us on the podcast, make sure to check those show notes. Come join the conversation and ask our guests. And if you are joining us live, get your questions in now about how you can use AI and the power of artificial intelligence to create better and more impactful content. But first, let's talk about what's going on in the world of AI news. All right, first up, will we all be working for robots soon? This kind of future that people are warning us about could maybe happen, at least according to the former labor Secretary of the us, Robert Reach. He warned that AI will be destabilizing for the US middle class. In a recent interview with cnbc, he said that AI could potentially eradicate labor protections of the last 120 years. So real stuff there and kind of related. In our next piece of AI news, the co founder of DeepMind, Mustafa Solomon, said that AI assistants are probably coming much faster than we think. So Solomon is the co founder of DeepMind, which is Google's essentially AI arm that they own. And he said that within five years that we will all have AI assistance. So I've always said I think the majority of us are going to have those probably sooner than we think, maybe in a year or two. But this kind of AI pioneer predicted that it'll boost kind of productivity and those personal AIs are going to know essentially everything. So hey, if the Labor Secretary is Talking about it, DeepMind CEOs talking about it, we might want to get use and Comfortable with that idea. All right, last but not least, what does all this AI need? They need chips. If you've joined the show before, you know, I talk a lot about chips because it's important for the future of generative AI and for our economy. But there is a new AI chip maker in the folder. So a new chip startup, D matrix, raised $110 million to create intelligent chips that can power all these different generative AI systems that we use, with some of that $110 million coming from Microsoft. So will this new D Matrix be competing with Nvidia, intel, and the big names in the generative AI chip making game with. We'll have to wait and find out. So as a reminder, if those things caught your ear, caught your eye, make sure to go to your everyday AI dot com, that free daily newsletter that we put out every single day. It's going to have more on those stories. But that newsletter is going to be focused on today's guest, which I'm very excited to have on. So let's go ahead and bring on our guest for today. So please help me welcome Luke Ka. He is the founder of New Normal Media. Luke, thank you for joining us from the west coast of all places. So thank you for this.

Yeah, thanks for having me. It's early, but I'm ready to go, baby.

Let's go. All right, Luke, just real quick, tell us a little bit about what you do and you know what New Normal Media is.

Yeah. So we help businesses, which is perfectly tied into this conversation, actually. We help businesses figure out where to start, where to with content. Obviously we use AI for a lot of the stuff that we have in. In our tech stack. But people don't under. They don't know or they don't. They're scared of where to start and how to press record and how to get the studio set up. Pardon me. I'm in my garage right now. This is where I create a lot of my content. But my family is asleep so I had to come down here. This is not my office. But anyways, yeah, that's what we do. And we've been helping quite a few people for the past few years. And now AI has helped us boost our productivity and help more businesses and have those businesses run better and faster as well.

Yeah. And full disclosure, I told Luke this. If you've heard Luke's name or maybe seen his face or heard his voice, maybe you've been to the Ad World Conference, which is where I kind of know Luke from. So talk about that. Luke and kind of ways that you help clients like Ad World, you know, create better content and you know, and then we'll kind of transition after that how it all works with AI. But just you know, you know, real quick just talk about how you work with different clients.

Yeah. So for Ad World they reach out to me. What was that? I think it's been almost two years now. Two years ago. And they saw my content so they wanted to create something like that. So they wanted kind of like a host. And so I mean I started as a videographer but I'm also just so happen to be, you know, hope. Hopefully I'm fairly good in front of the camera. Some people could beg to differ. But yeah, so I kind of just ran everything myself. I have a team of, I slowly got a team of people to help me do all the grunt work, the day to day stuff. But in the beginning it was just, just me. I was recording, I was scripting, recording and posting two pieces of content on the weekdays. Two pieces of content a day. And I've been doing this for about three years.

Wow.

So I got a good grasp on, on what worked and what didn't. You know, I had a few viral posts gained, you know, a few, I think a hundred thousand followers on my different platforms. But, but once, once AI came out for Ad World, that's when things really started to see this like crazy, crazy boost. So I've, I was creating content and then all of a sudden I saw this news. What was it, October of last year or something like that. I saw this news on like chat GPT3 3 and you know, mid journey 4 and I was like, what is this stuff? And then I could, I saw what it could do and so I created this post for Ad World about creating a company. It's like it was like a women's clothing brand with AI. So I went to Mid Journey, I created like a flat lay of, of their products with a, a logo, neutral tones. And then I went to Durable and I created a website in like 60 seconds for it. I went to ChatGPT, created all the copy for the website and it, it, it was like the first one that went viral for AI. And then the whole company, Ad World like kind of knew they kind of had to switch gears because of how well that video did. And so as everyone in the marketing industry has, they switched a lot of their, not because of me, but just because of like the success we found mutually in what AI, you know, how important AI was to people. Obviously with all the views and all the comments, it was. And so ever since then, I. I switched all my gears with Ad World, and now we. I mostly talk about AI. They have a whole new AI track where they have speakers come in. People that you've actually talked to come in and talk about AI. And it's. It's super important. You know, as. As you can tell, you have a podcast based on AI. So, like, it's. It's just so important for the way that things are going. And, yeah, that's what I do for Ad World. And it's been. It's been really cool. I think I've got a lot of experience figuring out people's minds, how people's minds work is what I've gotten the most experience in.

Yeah, yeah, there's. There's definitely a shift. And, you know, I even saw that, you know, we were talking. I've attended Ad World for years. You know, my. My main company, Accelerant Agency, you know, has had, you know, sponsor booths at AdWorld, you know, the digital booths. So I'm sure a lot of people, you know, will. Will really relate to that shift. Right. And it's not just Ad World that's gone through. Through that shift. It is the industry. Right. But before we get into that, I do. I do want to remind everyone, get your questions in for Luke, because Luke really knows what he's talking about. So thank you for, you know, if you are joining us live, Ahmed saying the best time of day. Thank you, Ahmed. Val. Hopefully making our mornings fun. Yes, thank you, May Brit with the comment. I feel like, you know, me too well. Each episode is exactly what I need for all my projects. Early check in. So. So, Luke, let's get back to that, and let's talk about that shift, you know, kind of like what you talked about, how, you know, Ad World even started to make this shift on, you know, helping, you know, marketers and advertisers across the world keep up with generative AI. So even. Even for you personally, let's talk about how that shift has happened and how has AI kind of changed, you know, your workflow for new normal media? And then let's. Let's just even talk a little bit about what that workflow even looks like now.

Yeah, so. So it started out with myself just, like, pumping out content, working my butt off, working, you know, late through the night and everything. So I knew that had to change because I have two kids, super young kids, and I was just like, okay, we need to figure this out. And that was like, right when AI kind of came out. So I wanted to start utilizing it so I can get some time back with my family. And that's what I did. And some of the tech stack that I use, you know, I, I come up with all this scripting for a lot of my clients. ChatGPT unfortunately, is not very funny, and I create a lot of content that is based around comedy. My wife, you know, maybe she doesn't think I'm as funny as I do, but hey, you know, I, I've gotten at least a few laughs here and there, but. So you have, you have. I have to enter into ChatGPT like just a, just an idea factory, pretty much is what I call it. Like, I needed to spit me out like 20 ideas. And so I figured out prompting, I figured out how to create something that'll just spit me out ideas for my client. And, and once I have those ideas, then I can iterate on them. Because if you come up with a script or scripting for your videos from ChatGPT straight up, it's most likely going to be like, super cheesy. It might give you, like, good facts, it might give you valuable information, which is great, but you need to be iterating on your ChatGPT outputs. And so then I go to ChatGPT, I, I send the script to my, to my client, and we base it all off of the pain points of our client. So you have to be asking ChatGPT, what are the pain points of my client? What are the 25 pa points of someone who is thinking about going solar but just hasn't, hasn't done it, or whatever. The client is a chef. What are the pain points of someone watching, you know, cooking content? Like, what do they want? What do they need? Come up with those pain points and base your whole marketing strategy off of those pain points. And then once you do that, once you have like a little script, you run it by your client. They approve, they don't approve, they, you know, critique some things. And then what I do is I just have either a call or I have someone, a videographer, go to their office and we get their studio set up and we show, we just film, we film all these questions that we've had ChatGPT help us with. We batch content and we, and we take all that footage. Sometimes it's on a platform like this. We use Riverside to get like, it's like zoom on steroids, you know, and we get all that footage from all those questions we asked them and hopefully, you know, add some B roll to it to you Know, if we're. Let's say you're in Chicago, we're in Southern California. We try to, like, you know, have their company grab B roll, which is like, you know, footage to grab on top of the main footage. And then. And then we piece everything together with my video editor. I. My buddy from this company called WeAssist IO. You know, it's. We. We outsource some of the stuff. It's called weassist IO and. And they are just amazing. They send you rounds and rounds of interviews for. To get whatever, you know, assistant that you want. We have a video editor who's phenomenal. They're based out of the Philippines. He lives in the Philippines. He's from San Diego. And he just. It's like a family. It's. It's really cool. It's different from anything I've seen on, like, Fiverr or anything. It's. It's amazing. And so get this, like, yesterday, because it's. It's. It's helped my business so much. And then we run, you know, through tools like descript is one that we run it through. They do a great job on, you know, subtitles and. And small editing here and there. We use the Adobe suite, so we have Premiere Pro and anything else we'd want. Photoshop Beta. It's a big one for me. And then obviously, you know, Mid Journey for a lot of the graphics from what I've seen, like, it's. The graphics from Mid Journey are not saturated yet. They're getting there. It's getting there to the point to where, okay, like, everything looks like Mid Journey, but it's not there yet. Like, there's some people that still don't even know what Mid Journey is.

Right? Yeah. Crazy. It's crazy to think, you know, because I feel we talk about Mid Journey, see it so much. But yeah, even. Even Chat GPT, right, Luke? Like, there's actually people that, strangely enough, that I'll talk to in. In my daily life, and they're like, what's Chat GPT? And I'm like, okay, maybe. Maybe I live in an AI bubble.

No, that's good, though. It. It our jobs. Like, we have a lot of work. Like. Like there's a lot of people who need us, you know?

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Absolutely. So, you know, you kind of walked us through, you know, some of, some of your process and I'm sure there's still a handful of, you know, other tools that you use. But I do want to get to a couple, a couple questions here and then maybe we can tap back into some of your, you know, your, your processes here. So Brian, Brian with a great, great question. If you're using any automation tools in conjunction with Chat GPT, which I think is a great idea, I'm a huge automation nerd. But Luke, what about you? Are you using any tools in conjunction with Chat GPT?

Yeah, so we have, I have like a backend person. Okay. So we have a lot of people who are probably different brained than me. I'm a creative and so I am like super high level, you know, the guy who just plans out the big ideas and stuff like that in our company. I'm not the back end person but we definitely do have, we've used the API for some things and different integrations and zapier and all that. And we, it's, it's great, it's great for marketing when we have people come in, we obviously have Chat GPD come up with like automated responses for different clients. We have a questionnaire where we have it, where they come in. They ask us mainly about like their home studio and it, and it automates a response about their home studio and says like, you know, where is it? Is there ambient sound? What does it look like, all that stuff. But for me, like that's probably not a good question for me to answer. My, my partner Josh would probably be the best for that answer.

Perfect. All right here, here we have another one here. So Woozy. Woozy. Thank you for joining us. Woozy. Asking any Chat GPT plugins you like specifically for marketing or content creation?

Yes.

I'm a huge, I'm a huge plug in nerd. So I'm excited for this one.

Yeah, so I created a lot of content about ChatGPT plugins, probably like 50 videos about different ones each time. And you know, I, I found one, I found one. This, it's not Vissla, but it's, it might be Vissla. It was like a video VSL creator and it created VSLs and that was cool. And, and I got, I went over 50 different ones and like I never found one that I was like, okay, this is going to change my life. And so if it doesn't do that for me, I don't, I don't use it. And so like I kind of. And if there are any, please let me know because that would help with my situation, please let me know because that, you know, I would love that. But I, I ran through the top 50 and I know there's different ones every day so there might have been one popped up. But this was like three months ago when I stopped doing content about plugins because I didn't find one that I was like, okay, yeah, this is going to change my life, you know.

Yeah, no, that, that definitely makes sense. So, so I'm going to ask this. A lot of people, I think out there, whether they had, you know, a, a content creation company, kind of like, like yourself, you know, my company, we create content. But I think AI has allowed everyone to kind of become a content creator. So given the fact that you had a successful business kind of before generative AI helped make content creation so easy, what's the number one mistake that you see people making? Especially when they're using AI and maybe they're creating content that's not that great and creating, you know, not like garbage content at scale, but they're creating mediocre content at scale. What's the one mistake that you see people making and how can they, can they fix that?

The, the biggest mistake I see people making is, is not being authentic. And it's so obvious to me when it's because I'm, we're in the industry and we can sniff it out better. But like it's going to be a problem. It's going to be a huge problem. The inauthenticity of people using ChatGPT and just posting that without iterating or you know, not being very good at mid journey and posting a visual thinking, oh like honey, come look at this picture. It's awesome. It's like you really need to study. You can't just start using AI and, and post it and, and, and let that be it. You really have to iterate and have to practice and have to take courses on this stuff or get someone else to do it for you. Because there is going to be a, there's going to be a tipping point. And I've been saying this to everyone that I talk to. In the next few years, it's going to be so saturated that you're going to need to figure out with AI, you're going to need to figure out how to become different, how to be unique. And that's why I think video, videos the last, it's the last like AI tool that is going to, is going to like, look good, images are great, text is great, but video is, is not really close to me. Like, you know, you have hey gen and all that stuff that automates your face and automates your mouth moving. It's not there yet. It's getting there, but it's not there yet. And I just think that that authenticity is so important with AI. Using AI just to start out, like, don't post it all over the place. Don't make that be your first. It is fun and it's cool and it's exciting but like, you have to keep, keep tabs on what you're doing. Start with like automation, start with, you know, creating stuff in the back end and then really study if you want to post it and you know, on socials.

Yeah, that's, that's such a great, a great call out there, Luke, you know, because I, I could talk for hours about what this even means for consumers. Because, you know, probably three to five years ago, any content that you consumed would generally be coming from a trained professional. Right? Like for the most part. And now with generative AI, I think the consumer is, is just drowning almost in subpar content. Because subpar content, you can create thousands of pieces in minutes. Right. So even on the flip side, so I said, you know, what's, what's the one thing content creators, you know, when, when dipping their toe into gen AI should look to avoid? I'm going to flip it now. What, what has been your, your most important kind of step or action that you've taken with generative AI that has paid dividends for you as an experienced content creator?

Yeah, well, it's funny because like, there's two sides of that question. One of them is I post about AI and so I think being really specific in my content and actually showing people how to use the AI tools. Like literally I posted about myself in a selfie mode and I said, hey, check out this tool. I said something like, you know, this tool is stupid or something like that. And it was a good hook. And then I showed the tool, showed how to use it, and it got 6.8 million views. And so like just being specific about what you're talking about is going to be super, super helpful if you're posting about AI stuff for all the people who aren't, you know, making content about AI. And for, for myself, just like, just generally, I mean, if you know how to use Chat GPT, you can pretty much do anything. If you can study ChatGPT and figure out how like prompt engineering, that's going to be the most important thing for the broad scale of businesses. If you can figure out how to like automate your prompts and create prompts for your business, kind of like an SOP to where you can get your employees to say, hey, I need a prompt for a new client. Boom. And then you just type it in, you know, have it go onto the website and grab some, some information from the website and then boom, you have everything that you need in relation to your business and that client. Have prom, I would say have a prompt tool belt and like just have sops as prompts for Chat gbt. That's the thing that's really changed the game for us is, is it figuring out Chat gbt?

Yeah, it's, it sounds almost, I'd say, like there's so much noise out there specifically even with Chat GPT that you really have to, you know, Luke, I love what you said is, is, you know, create sops for your business. Right. You know, I think so many people are just trying to see what's, you know, trending on the Internet or you know, what this person is, you know, saying about Chat GBT and try to make it work for you. But you know, Luke, you bring up such a good point where it's actually the opposite. You know, you need understand what your business needs and then use ChatGPT and other tools around that. So we've covered actually so much. So Luke, we went over a little bit on your background. We went over some of your favorite AI tools, do's and don'ts. But what's your last piece of advice for? Maybe you've inspired someone. Maybe you've taught someone something about AI that they didn't know previously. What's that one takeaway that you hope people can, can take from you and from this conversation to start actually leveraging AI in whatever they do. What's that one thing?

Yeah, I think that one thing is, is getting your time back. And that's what AI has done for me. And I want people to understand, like, the heart behind everything and just being able to be a good person to your friends and your family. That's what AI gave me. I was working all day, every day and night, and I was able to use, you know, Chat GPT and Mid Journey and, and other tools to give me back all my time because I wasn't writing, I wasn't doing all this stuff anymore. I was having ChatGPT do it. But so if you can leverage that and anybody can, most people can do it. Obviously, if you're a doctor and all that stuff, like, you can't use it as, like I do, but most people who are remote workers can make this happen. Whether that means maybe, maybe you want to use it and, and go do more work, that's great. But, but utilizing Chat GPT just to enhance your life, enhance yourself as a, as a person, a friend and you know, I, I think that's just like the advice that people need to hear. It's not just to like, make you do a ton more necessarily. It's to make you, you know, I think it's a great tool to give you your time back. If that's how people see it, then it's just going to make the world a better place because there's so much negativity in, in the future of what AI can do because it's crazy, crazy tool. But I think people need to start leveraging it to be better humans.

So, so good. This is one, y'.

All.

If you tune in late, hit the replay, hit the rewind. Listen to this one. Luke, thank you so much. And hey, just quick, as a reminder, check out, check out New Normal. We're going to be putting all this in the newsletter. So if you aren't subscribed to the newsletter and you couldn't take notes fast enough, just go to your everydayai.com make sure to ch. Check out the show notes. We're going to have links to a lot of the things that, that Luke was talking about. Some of the advice and hey, he also dropped, which I, I swear I didn't even ask him to. But you know, even talking about Zapier, which is actually our show tomorrow, so make sure you join us for that one. But hey, Luke, thank you so much for, for coming on the show and for joining us. We really appreciate you sharing all of your insights.

Yeah, no problem. It's great having you guys. Great way to start my morning, too.

Oh, I love it. All right, well, hey, we hope to see you back tomorrow for that zapier and just more of everything at Everyday AI. Thanks, y'.

All.

And that's a wrap for today's edition of Everyday AI. Thanks for joining us. If you enjoyed this episode, please subscribe and leave us a rating. It helps keep us going for a little more AI magic. Visit your everydayai.com and sign up to our daily newsletter so you don't get left behind. Go break some barriers and we'll see you next time.