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How to Build an AI Content Team — by Natalie Lambert

Natalie Lambert is known for driving go-to-market (GTM) success and creating high-impact marketing strategies. To build an AI content team, she’d approach it with a GTM lens—focusing on speed, efficiency, and measurable ROI.

1. Define the Vision and Objectives

Key Goals:

• Speed up content production without sacrificing quality

• Personalize content at scale

• Reduce costs

• Improve SEO and engagement metrics

• Support sales and customer success with AI-generated enablement materials

2. Structure the AI Content Team

Core Roles:

3. Choose the Right AI Tools

Natalie would select tools based on use case:

• General Content Creation: ChatGPT, Jasper, Copy.ai

• SEO + Long-form Content: SurferSEO, Clearscope, MarketMuse

• Content Repurposing: Repurpose.io, Descript

• Brand + Governance: Writer.com (with custom rules and templates)

• Internal Enablement: Notion AI, Scribe, Gong (AI notes and summaries)

4. Create an AI-First Content Workflow

Workflow Example:

1. Briefing – Input personas, messaging pillars, tone

2. Prompting – Generate first drafts with AI

3. Editing – Human editors fact-check and enhance

4. SEO Optimization – AI-assisted, guided by SEO specialists

5. Publishing – Content is distributed via CMS or social tools

6. Analysis – Performance is tracked in real-time

5. Build a Custom Knowledge Base (Optional but Powerful)

• Use RAG (Retrieval-Augmented Generation) to feed your AI brand-specific data

• Host playbooks, case studies, and positioning docs for context-rich output

• Maintain a source of truth to avoid hallucinations and off-brand messages

6. Set Metrics and KPIs

• Content velocity (per week/month)

• Engagement metrics (CTR, time on page, shares)

• SEO rankings and organic traffic growth

• Cost per content asset (vs. traditional methods)

• Sales enablement asset usage by GTM teams

7. Enable Cross-Functional Collaboration

• Partner with Sales, Customer Success, and Product Marketing

• Use AI to rapidly generate tailored messaging for different segments

• Build shared libraries of AI-generated FAQs, battlecards, and case studies

8. Train and Upskill the Team

• Offer prompt engineering training

• Educate editors on how to collaborate with AI

• Create internal guides on brand-safe prompt frameworks

• Hold weekly “AI Office Hours” for experimentation and learning

9. Stay Agile and Iterate

Natalie would lead with experimentation:

• Pilot AI content in a single region or segment

• A/B test human vs. AI content

• Use insights to scale the most effective processes

10. Showcase Wins

• Present data on time saved, traffic gained, and sales impact

• Highlight AI-generated content that drove results

• Build executive buy-in for further AI investments

 

See More: Xanthe Appleyard, Lois Mckenzie – Uncategory

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