Let’s get one thing straight: AI is not here to replace your ideas. It’s here to amplify them. But that only works if you stop expecting magic from a blank page.
One of the biggest mistakes I see marketers make with tools like ChatGPT or Claude is prompting them cold. “Write me a blog post about X.” You might get something technically accurate, maybe even decently structured, but it won’t sound like you. It won’t reflect your unique perspective, your tone, your brand. And it definitely won’t perform.
Because context is everything.
Start With the Source, Not the Prompt
The foundation of high-performing AI content isn’t clever prompting. It’s the raw material you feed into it.
Every strong piece of content I create - whether it’s a blog, a newsletter, a LinkedIn post - starts with source material. That could be:
A webinar or podcast transcript
Voice notes I’ve recorded on a walk
A conversation with a founder or subject-matter expert
Existing brand content like product guides or case studies
The magic happens when you take that real, grounded content and then bring in AI. That’s when the tools become useful collaborators instead of surface-level writers.
Tools I Use to Capture Context Fast
If you’re working solo or inside a lean team, you need fast ways to gather input. Here’s what’s in my current stack:
Super Whisper or Descript – For turning voice notes or meetings into transcripts
Granola – For making transcripts searchable and interactive
ChatGPT + Claude – To extract themes, repurpose insights, or develop narratives
No podcast? No problem. Just hit record and talk through what you’re seeing in the market, what your customers are asking, or how your product has evolved. Then use that transcript as your jumping-off point for everything from blogs to social copy.
Why This Works
When you feed AI context-rich source material, you solve two major problems:
Voice Consistency
Instead of fighting to get AI to sound like you, it naturally picks up your phrasing, structure, and tone from the transcript. That means less editing, and more authentic content.Speed Without Sacrificing Insight
You’re not starting from zero. You’re refining real thoughts. AI becomes the assistant—not the strategist.
The Workflow I Use Weekly
Here’s a simplified version of what I do:
Record or gather a transcript (founder convo, podcast, internal meeting)
Run it through Super Whisper or Descript
Ask ChatGPT to extract the top 5–10 insights or talking points
Choose 2–3 to turn into a blog, social post, or email
Layer in brand-specific tone and visual assets as needed
The goal? Repurpose once and distribute everywhere.
Don’t Just Create More. Create Better.
AI makes it easier than ever to publish. But publishing is not the same as resonating.
The real unlock is this: When you give AI smarter inputs, you get exponentially better outputs. This isn’t about chasing quantity. It’s about scaling thought leadership, storytelling, and strategic POV without the overhead of a full team.
If you’re struggling with inconsistent messaging, slow production, or content that sounds just like everyone else’s, stop starting with the prompt.
Start with what you already know. Let AI do the heavy lifting from there.