Ep 95: Creating an AI Content Strategy to Scale

  • 6 Sep, 2023
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Content creation plays a crucial role in engaging customers, boosting brand awareness, and driving growth. With the ever-growing demand for quality content, businesses are constantly seeking ways to create better and more impactful content efficiently. This article explores how leveraging artificial intelligence (AI) can revolutionize content creation and provide businesses with the competitive edge they need.

The Power of AI in Content Creation:

AI has transformed various industries, and content creation is no exception. Traditionally, content creation required significant time and resources, but with AI, businesses can significantly enhance their efficiency and productivity. By harnessing AI-powered tools and software, companies can streamline their content creation process, generate ideas, automate mundane tasks, and gain valuable insights to create engaging and tailored content that resonates with their target audience.

Boosting Creativity and Innovation

AI can act as a catalyst for creativity and innovation in content creation. With advanced algorithms and machine learning capabilities, AI tools can analyze vast amounts of data, including customer behavior, preferences, and trends. This deep understanding allows businesses to tailor their content strategy, ensuring it aligns with their target audience’s needs and preferences. AI-powered tools can also generate new ideas, identify content gaps, and suggest creative solutions, empowering businesses to stay ahead of the competition.

Enhancing Efficiency and Scalability:

One of the most significant benefits of utilizing AI in content creation is its ability to enhance efficiency and scalability. AI-powered tools can automate time-consuming tasks such as content curation, editing, and distribution, freeing up valuable time for content creators to focus on more critical tasks. Moreover, AI enables businesses to scale their content production by generating personalized content at scale, reaching a broader audience and maximizing their content’s impact without compromising quality.

Improving Content Quality:

Quality content is essential for engaging customers and driving meaningful interactions. AI can play a vital role in improving content quality by offering valuable insights and optimizing content for maximum impact. AI-powered tools can analyze content performance metrics such as engagement, click-through rates, and conversions, providing businesses with real-time feedback to refine their content strategy. This iterative process ensures that content consistently evolves and resonates with the target audience, leading to higher customer satisfaction and brand loyalty.


Harnessing the power of AI in content creation is no longer a luxury but a necessity for businesses aiming to thrive. By leveraging AI, businesses can unlock their full creative potential, improve efficiency, and create impactful content that resonates with their target audience. Embracing AI-powered tools and strategies will enable businesses to stay ahead in an increasingly competitive market and drive long-term growth and success.

Topics Covered

Primary Topic: Introduction to the Everyday AI Show
– Description of the podcast and its purpose to simplify AI and bring its power to everyday people
– Emphasis on leveraging AI, not just learning it
– Announcement of guest to discuss creating better and faster content with AI
Primary Topic: AI News
– Mention of former US labor secretary’s warning about AI destabilizing the middle class
– Discussion of co-founder of DeepMind’s prediction of AI assistants becoming widespread
– Introduction of a new AI chip startup, Deep Matrix, and its funding from Microsoft
Primary Topic: Introduction of Guest, Luke Kostka
– Introduction of Luke Kostka, founder of new normal media
– Luke’s description of helping businesses with content creation and leveraging AI for productivity
– Mention of Luke’s work with Ad World conference
Primary Topic: Luke’s Work with Clients
– Luke’s description of working with Ad World conference and creating content
– Mention of viral posts and boost in content performance with the introduction of AI
– Switch in focus to AI in Ad World conference due to success
Primary Topic: Luke’s Experience with AI
– Luke’s discovery of AI technology and its capabilities, specifically referencing ChatGPT, DALL-E, and GPT-3
– Example of creating content for Ad World using AI, resulting in viral video
– Impact of AI on the marketing industry
Primary Topic: AI Track in Ad World Conference
– Mention of Ad World’s new AI track featuring speakers discussing AI
– Relevance and importance of AI in the marketing industry

Podcast Transcript

Jordan Wilson [00:00:17]:

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 gonna be talking about today on everyday AI. So welcome if you’re new. This is a daily live stream podcasts and free daily newsletter helping everyday people like you and me not just learn AI because what’s AI really is is it gonna 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 gonna help us, you you know, 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.

Daily AI news

But first, let’s talk about what’s going on in the world of AI news. Alright. First up, will we all be working for robots soon this kind of future that people are, you know, 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, labor protections of the last a 120 years.

So some real stuff there, and kind of related the, in our next piece of AI news, the co founder of DeepMind, Mustafa Salivan, said that AI assistance 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 5 years, that we will all have AI assistance. So I’ve always said, I I think the majority of us are gonna have those probably sooner than we think, you know, maybe in, like, a year or 2. but this kind of AI pioneer predicted that it’ll boost, kind of productivity. And those personal ais are gonna know essentially everything. So, hey. If if, if the labor secretary is talking about it, deep mind CEO is talking about it, we might wanna get, use and comfortable with that idea.

Alright. Last but not least, what is 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 it’s important. for the future of generative AI and for our economy, but there is a new AI chip maker in the fold. So a new chip startup, Deep Matrix raised $110,000,000 to create intelligent chips that can power all these different generative AI systems that we use, with some of that $110,000,000 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 will 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 dot com. That free daily newsletter that we put out every single day. It’s gonna have more on those stories, but that newsletter’s gonna be focused on today’s guest, which I’m very excited to have on.

About Luke Kostka and New Norml. Media

So Let’s go ahead and bring on our guests for today. So please help me. Welcome, Luke Kostka. 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.

Luke Kostka [00:04:10]:

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

Jordan Wilson [00:04:14]:

Let’s go. Alright. Luke, just real quick. Tell us a little bit about what you do and and, you know, what new normal media is.

Luke Kostka [00:04:21]:

Yeah. So, we help businesses, which is perfectly tied into this conversation, actually. We help businesses figure out where to start 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, like, content, but my family’s 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, you know, helped us boost our productivity, and help more businesses and have those businesses run run better and faster as well. So

Jordan Wilson [00:05:13]:

Yeah. And and, you know, full disclosure. I told Luke this. If if 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, you know, which is where I I kind of, you know, know, Luke from. So, you know, talk talk about that. Luke, and and kind of ways that you help clients like Ad World, you 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.

Luke Kostka [00:05:44]:

Yeah. So for Ad World, they reached out to me. What was that? I think it’s been almost 2 years now. 2 years ago, and they saw my content. So they wanted to create something like that. So they wanted kinda like a host. And so, I mean, I started as a videographer, but I’m also just so happy 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 kinda 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 3 years. 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 100,000 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 the October of last year or or something like that? I saw this news in, like, chat, UPT, 3 and, you know, Midjourney 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 Midjourney. I created, like, a flat lay of of their products with a a logo neutral tones. and then I, you know, went to durable and I created a website in, like, 60 seconds for it. I went to chat to BT, created all a 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, kinda knew they kinda 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 could tell, you have a podcast based on AI. So, like, it’s 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 in figuring out people’s minds how people’s minds work is what I’ve gotten the most experience in.

Jordan Wilson [00:09:10]:

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 Ad World, you know, the digital boots 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 that shift. It it is the industry. Right? Yeah. But before we get into that, I do I do wanna 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 break 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.

Using AI in content creation

So, Luke, let’s get back to that and let’s talk about that shift. you know, kinda 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 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.

Luke Kostka [00:10:26]:

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 2 kids, super young kids, and I was just like, okay. We need to figure this out. And that was, like, right when AI kinda 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 the scripting for a lot of my clients chattyBT, 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 of as funny as I do, but, hey, you know, I’ve I’ve gotten at least a few laughs here and there, but, So you have you have I have to, enter into chatty BT, 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 chat to PT straight up, it’s most likely gonna 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 PT, outputs. And so then I go to ChatGPT. I’d I send the script to my to my client, and we base it all off of the pain points of our client. you have to be asking ChatGPT. What are the pain points of my client? What are the 25 pain 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 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 chat with you 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 to get, like it’s like zoom on steroids, you know. and we get all that footage from all those questions. We ask 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 I my buddy, from this company called wiosys.i0, you know, it’s we we outsource some of the stuff. It’s called We assist the IO and and they’re 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, fiber 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 and small editing here and there. we use the Adobe suite. So we have premier pro, and anything else we’d want, Photoshop Beta is a big one for me. and then, obviously, you know, Midjourney for a lot of the graphics. from what I’ve seen, like, it’s the graphics from Midjourney are not saturated yet. They’re getting there. It’s getting there to the point where, okay. Like, everything looks like Midjourney, but it’s not there yet. Like, there’s some people that still don’t even know what Midjourney

Jordan Wilson [00:15:04]:

is. Right? Yeah. It’s crazy. It’s crazy to think, you know, because I feel we talk about Midjourney. See it so much. But, yeah, even even ChatGPT. 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 ChatGPT. And I’m like, okay. Maybe maybe I live in an AI bubble.

Luke Kostka [00:15:22]:

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?

AI tools and ChatGPT plugins for content creation

Jordan Wilson [00:15:30]:

Absolutely. So you you know, you kinda walked us through, you 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 wanna get to a 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 ChatGPT, 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 chattyBT?

Luke Kostka [00:16:03]:

Yeah. So, we I have, like, a back end person. Okay. So we have a lot of people who are, probably different brain 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 and all that. And we it’s it’s great. It’s great for marketing. when we have people come in, we obviously have Jackie 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. Mhmm. And it and it automates a response about 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.

Jordan Wilson [00:17:17]:

Perfect. Alright. Here here, we have another one here. So, woozy, woozy, thank you for joining us. Woozy asking any ChatGPT plugins you like specifically for marketing or content creation. I’m a huge I’m a huge plug in nerd. So I’m excited for this

Luke Kostka [00:17:32]:

one, Luke. yeah, so I created a lot of content about chat to be plugins. Probably like 50 videos about different ones each time. And, you know, I I found 1 I found 1 this it’s not Visla, but it’s it’s might be Visla. It was like a video VSL creator and it created VSLs, and that was cool. And I got I went over 50 different ones and, like, I never found one that I was like, okay. This is gonna 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 kinda 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 3 months ago when I stopped doing content about plugins. because I didn’t find one that I was like, k. Yeah. This is gonna change life. You know?

Biggest mistake people make with AI content

Jordan Wilson [00:18:35]:

Yeah. No. That that definitely makes sense. so so I’m gonna 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 and maybe they’re creating content that’s Not that great in 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 how can they fix that?

Luke Kostka [00:19:26]:

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 Midjourney and posting a 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 gonna be a there’s going to be a tipping point, and I’ve been saying this to everyone that I talked to. In the next few years, it’s gonna be so saturated that you’re gonna need to figure out with AI. You’re gonna need to figure out how to become different and how to be unique. And that’s why I think video video is 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. The video is is not really close to me. Like, you know, you have, 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 wanna post it in you know, on socials.

Creating successful AI content

Jordan Wilson [00:21:38]:

Yeah. That’s that’s such a great, a great call out there, Luke. you you know, because I’ve I could talk for hours about what this even means for consumers because, you know, probably 3 to 5 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 I I think consumer is is just drowning almost in subpart contents because subpart content, you can create 1000 of pea pieces in minutes. Right? so 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 genai should, look to avoid. I’m gonna 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.

Luke Kostka [00:22:35]:

Yeah. well, it’s funny because, like, there’s two sides to 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, it 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 6,800,000 views. And so, like, just being specific about what you’re talking about, is gonna 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 ChatGPT PT, you can pretty much do anything. If you can study ChatGPT PT and figure out how, like, prompt engineering, that’s gonna be the most important thing for the broad scale of businesses. If you can figure out how to, like, automate your prompts

Jordan Wilson [00:23:44]:


Luke Kostka [00:23:44]:

create prompts for your business, kinda like an SOP, to where you can get your employees just say, hey. I need a prompt for a new client. Boom. And then you just type it in. you know, have it go on to the website and grab some some information from the website. And then, boom, you have everything that you need in relation to your business in that client, have prompt, I would say have a prompt tool belt and, like, just have SOPs as prompts for Chachi BT. that’s the thing that’s really changed the game for us is, is it figuring out Chachi BT.

Jordan Wilson [00:24:19]:

Yeah. It’s it sounds almost, I’d say, like, there’s so much noise out there specifically even with ChatGPT 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, you know, trending on the internet or you know, what this person is, you know, saying about chat, GBT, and and try to make it work for you. But, you you know, Luke, you bring up such a good point where it’s actually the opposite. You you know, you need to understand what your business needs and then use chat GP and other tools, around that. So, we we we’ve covered actually so much. you know, so Luke, we went over a little bit on your background. We went over some of your your your favorite, AI tools, you know, dos and don’ts. what’s your what’s your last piece of advice for, you know, 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?

Luke Kostka [00:25:30]:

Yeah. I think that one thing is is, getting your time back.

Jordan Wilson [00:25:37]:


Luke Kostka [00:25:37]:

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 GBT and Midjourney 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 it’s 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 wanna use it and and go do more work. That’s great. But but utilizing ChatGPT PT just to enhance your life, enhance

Jordan Wilson [00:26:29]:

yourself as a as a person, a

Luke Kostka [00:26:29]:

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 gonna make the world a better place, because there’s so much negativity in in the future of what AI can do. because it’s it’s crazy, crazy tool. but I think people need to start leveraging it to be better humans.

Jordan Wilson [00:27:08]:

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 gonna be, putting all this in the newsletter. So if you aren’t subscribe to the newsletter, and you couldn’t take notes fast enough. Just go to your everyday ai.com. Make sure to check out the show notes. We’re gonna have links to a lot of the things that that Luke, was 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 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 and for joining us really appreciate you sharing all of your insights.

Luke Kostka [00:27:56]:

Yeah. No problem. It’s great having you guys. Great way to start my morning too.

Jordan Wilson [00:28:00]:

Oh, I love it. Alright. Well, hey. We hope to see you back tomorrow for that Zapier and just more of everything at everyday AI. Thanks y’all.

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