That is what stayed with us from August's networking night at Kiin Hub, where Micaela Segovia, of Mii Community, walked through how to build a month of content using artificial intelligence.
Almost anyone who runs the social accounts for their own business knows the scene. It is Monday morning, something has to go out, and the question is always the same: what do I post today.
It gets handled however it can be handled. Sometimes it lands, sometimes it comes out as a product photo with a generic line under it, and sometimes nothing goes out at all. The next week it starts over.
What the session proposed is that this is not an ideas problem. It is a systems problem.
Asking artificial intelligence for ideas is not the same as having a strategy
There is an exercise that makes the point, and it was run live in the room.
Ask an artificial intelligence tool for ten content ideas for your business and it will hand you ten ideas. They will be well written, and a few of them will even be usable.
But they are not a strategy. They are ten loose ideas that know nothing about who you are talking to, what you want out of this month, or why anyone should stop and read you.
The line that summed up the session was this: artificial intelligence can produce a lot of content, but producing is not the same as deciding.
What to settle before you ask for anything
This is the work, and it is the part almost nobody does, because it does not feel productive.
Who you are talking to. Not "my clients", but who that person is, what problem they have, and what they are trying to solve when they find you.
What you want out of this month. Getting clients is not the same as selling one specific product, and neither one is the same as becoming a reference on your subject. Each goal calls for different content.
How your business sounds. If you do not define it, the tool will pick a voice for you, and it almost always picks the same neutral voice everyone else is using.
Without those three written down, any piece of content looks fine, because there is nothing to measure it against.
The pillars, which is where the most useful idea was
This was the concept the room took home.
Instead of hunting for thirty ideas to fill thirty days, you define five distinct reasons someone would want to hear from you. To teach, to connect, to sell, to show you know your craft, and to entertain.
Every post answers to one of those five. And the whole month comes out of that, without the feeling of inventing from scratch every day.
It is a change of question. It stops being what do I post today and becomes what is due today.
Two practical things that came up
Not everything has to be a short video. Different formats do different jobs. A carousel explains better than a video, a story gets closer than a carousel, and a sales piece works once there has been enough of everything else. The mix depends on the business and the goal, not on what is trending.
Do not take the first answer. When you ask an artificial intelligence tool for something, what comes back first is a starting point. The work is in adjusting it, fixing the tone, cutting what does not sound like you, and asking again. Copy and paste with no review is the fastest way to make your content look like everyone else's.
The mistakes that keep coming back
The session closed with a short list worth keeping in mind:
Asking for things that are too general. Copying and pasting without review. Not giving the tool concrete information about your client. Creating content with no goal behind it. And the biggest one of all, letting the tool have the last word.
The idea underneath is the one running through all of it: artificial intelligence proposes, you decide.
The bridge that closed the night
The session ended with an exercise that had nothing to do with content, and it worked better than expected.
Everyone had to walk up to someone they did not know and explain, in thirty seconds, who they help and what problem they solve for them. Not what they do for a living: who they help.
It is harder than it sounds, and that is where you could tell who has their value proposition clear and who does not. Which was exactly the point of the whole session, applied to a conversation instead of a post.
The full session, with the prompts and the guided exercise, is taught by Micaela Segovia of Mii Community. If you would like to take it, write to us and we will put you in touch.
At Kiin Hub we have the Mesa Kiin: putting your case in front of people who know different things. Tax and accounting, labor, value proposition, process and technology. If any of this raised a question about your own business, write to us and let's talk it through.
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