How To Turn Old Content Into a New Work of Art With an AI Assist

Have you heard any of the countless remixes of New Order’s instant classic Blue Monday? Each one reimagines the synth-laden ’80s staple, a derivative of the original work, yet brings something new to the table.

Content remixing operates exactly like that. It’s a form of “cultural remixing” in the digital realm that uses existing ideas and assets to craft something new and unexpected.

Natural language processing models such as ChatGPT or other generative AI tools like Claude have made the art of content remixing easier and more accessible, allowing you to breathe new life into — and get more mileage out of — your greatest hits with a relatively low lift.

The following are four AI-assisted remix strategies for building on existing ideas. I use ChatGPT because it’s my go-to tool, but you can try variants of these on your NLP platform of choice.

Note: It’s worth emphasizing that all remixed content should be original or used with express permission from the original creators. Later in the article, see the do’s and don’ts list about using AI responsibly.

Remix 1: The Best of Album — How to expand articles into white papers

Difficulty grade: 7/10

Use this AI expansion method to transform individual blog articles into a cohesive long-form piece by weaving together insights from handpicked articles with a common thread. Similar to David Bowie’s Legacy album and other best-of smashes, this approach transforms existing content into an elevated and comprehensive resource, like a white paper.

The process takes just a few steps:

Step 1: Develop a unified story

This technique employs a bottom-up storytelling approach, beginning with smaller components and gradually building them into a larger, more comprehensive narrative. You use generative AI to seamlessly blend blog posts into a cohesive storyline to achieve a smooth flow that connects diverse areas of a singular topic.

You can do this in a few ways. First, you can paste your brand’s blog headlines into the prompt or add the themes from the headlines to generate an outline for the white paper.

Example prompt:

As a content strategist for a supply chain technology provider committed to advancing sustainable practices, your objective is to create a cohesive white paper by synthesizing multiple blog articles. Targeted at global companies with complex supply chains spanning multiple countries, your task is to prompt AI to seamlessly connect ideas and findings, crafting a narrative arc that guides readers through a clear journey of discovery and insight.

Your goal is to transform disparate blog articles into a unified white paper that engages readers with a compelling and logical storyline. Your deliverables should be a white paper outline based on our blog articles focused on “supply chain sustainability.” Explore how shifting customer values are reshaping traditional business models, highlight successful case studies, and discuss emerging trends in sustainable practices, environmental stewardship, and carbon neutrality goals.

Example prompt response:

Whitepaper Outline: Advancing Sustainable Supply Chains in a Global Context

I. Introduction

Purpose of the Whitepaper

1. Introduce the significance of supply chain sustainability in today’s global business landscape.
2. Highlight the growing importance of sustainable practices driven by shifting customer values.

II. Understanding Supply Chain Sustainability

Defining Supply Chain Sustainability

3. Define what constitutes a sustainable supply chain.
4. Discuss the triple bottom line approach: economic, environmental, and social aspects.

 III. The Shift in Customer Values and Business Models

Impact of Shifting Customer Values

5. Explore how changing consumer preferences are influencing businesses to adopt sustainable practices.
6. Case studies of companies successfully aligning with customer values.

IV. Key Components of Sustainable Practices

Environmental Stewardship

7. Strategies and technologies for reducing carbon footprint and environmental impact across the supply chain.
8. Highlight innovations in renewable energy adoption and resource efficiency.

Social Responsibility

9. Addressing labor standards, human rights, and community engagement in supply chain operations.
10. Case studies showcasing best practices in social sustainability.

Economic Viability

11. Balancing sustainability goals with economic objectives.
12. Cost-benefit analysis of sustainable investments and their long-term financial impacts.

V. Case studies of Successful Implementation

Leading Companies in Supply Chain Sustainability

13. Highlight specific examples of companies achieving significant milestones in sustainability.
14. Analyze their strategies, challenges faced, and lessons learned.

VI. Emerging Trends in Sustainable Practices

Technological Innovations

15. Role of AI, IoT, and blockchain in enhancing supply chain transparency and sustainability.
16. Predictive analytics for sustainable decision-making.

 Regulatory Landscape

17. Overview of global regulations impacting supply chain sustainability.
18. Compliance challenges and opportunities for businesses.

VII. Future Outlook: Towards Carbon Neutrality Goals

Setting and Achieving Carbon Neutrality

19. Strategies for setting ambitious carbon neutrality goals.
20. Pathways to achieve carbon neutrality across supply chain operations.

VIII. Conclusion

Summary of Key Findings

21. Recap the importance of supply chain sustainability for global companies.

22. Encourage continued innovation and collaboration towards a sustainable future.

IX. Recommendations for Global Companies

Guidance for Implementing Sustainable Practices

23. Practical steps and recommendations for companies looking to integrate sustainability into their supply chain strategies.
24. Call to action for industry leaders to drive change and set new standards.

Once you’ve woven a solid outline of your narrative with umbrella storytelling, it’s time to take things up a notch with semantic expansion.

Step 2: Explore semantic expansion 

Rather than rehash blog posts in a white paper, harness the power of generative AI to go into the nuances and implications of the key concepts detailed in the outline. Use prompts to explore related topics, dive into underlying principles, and explore real-world applications.

This approach turns your white paper into a powerhouse of insights.

Example prompt:

Conduct a comprehensive semantic expansion for Chapter 4 of the whitepaper on Environmental Stewardship and regulatory compliance. Focus on global regulations, exploring diverse regulatory landscapes across major markets, and analyzing the impact of various initiatives. Discuss the complex challenges and opportunities faced by businesses in achieving compliance and upholding sustainability standards amidst evolving regulatory frameworks.

Tailor this exploration to resonate with our audience—global companies with complex supply chains spanning multiple countries and regions. Highlight our expertise as a supply chain technology provider dedicated to enhancing sustainable practices, ensuring the topic aligns with our authority and relevance in the industry.

Example prompt response:

Chapter 4: Environmental Stewardship and Regulatory Compliance

Introduction

In the context of global supply chains, environmental stewardship has emerged as a critical component of corporate responsibility and operational strategy. This chapter explores the intricate interplay between sustainability goals and regulatory frameworks across major markets worldwide. By delving into these dynamics, we aim to illuminate the complex challenges and opportunities faced by multinational companies in achieving regulatory compliance while upholding stringent sustainability standards.

Global Regulatory Landscape: A Comprehensive Analysis

North America

In the United States, environmental regulations enforced by the Environmental Protection Agency (EPA) such as the Clean Air Act and the Resource Conservation and Recovery Act (RCRA) dictate stringent standards for emissions and hazardous waste management. These regulations impact supply chain operations significantly, influencing compliance strategies and operational efficiency. Similarly, Canada’s regulatory landscape under the Canadian Environmental Protection Act (CEPA) and provincial laws introduces complexities that require tailored approaches to environmental compliance across diverse regions.

Europe

Within the European Union (EU), directives like REACH (Registration, Evaluation, Authorization, and Restriction of Chemicals) and the Waste Framework Directive set rigorous standards for chemical safety, waste management, and sustainable production. These directives not only shape product compliance requirements but also mandate transparency and accountability throughout supply chain networks. Post-Brexit, the United Kingdom continues to align with EU environmental standards while developing its own regulatory frameworks to ensure environmental sustainability remains a priority.

Asia-Pacific

In China, environmental regulations overseen by the Ministry of Ecology and Environment (MEE) encompass stringent measures on air and water quality, emissions control, and sustainable manufacturing practices. These regulations are pivotal for companies operating within China’s manufacturing hubs, influencing operational strategies and technological investments. Japan, under the Basic Environmental Law and Industrial Standardization Act, similarly enforces strict environmental standards that impact supply chain operations and sustainability practices across industries.

Complex Challenges in Achieving Compliance

Navigating the diverse regulatory landscapes across North America, Europe, and Asia-Pacific poses significant challenges for global companies with complex supply chains. Variations in environmental standards, compliance requirements, and reporting protocols demand robust governance frameworks and adaptive strategies. The complexity increases operational costs and risks, necessitating comprehensive risk management and compliance monitoring strategies to maintain regulatory alignment while achieving sustainable business practices.

Opportunities for Innovation and Leadership

Advancements in supply chain technologies such as artificial intelligence (AI), Internet of Things (IoT), and blockchain present opportunities to enhance environmental data management, traceability, and compliance reporting. Leveraging these technologies enables proactive compliance strategies and real-time monitoring capabilities, thereby strengthening supply chain resilience and sustainability performance. Strategic partnerships with regulatory bodies, industry associations, and technology providers foster collaborative initiatives that drive innovation and leadership in sustainable supply chain management.

Conclusion

As a supply chain technology provider committed to enhancing sustainable practices, we recognize the critical importance of regulatory compliance in achieving environmental stewardship goals. By navigating the complexities of global regulatory frameworks and leveraging advanced technologies, global companies can mitigate compliance risks, drive operational efficiencies, and position themselves as leaders in sustainability. Our expertise and solutions empower businesses to integrate environmental stewardship seamlessly into their global supply chain strategies, ensuring long-term sustainability and competitive advantage in a dynamic regulatory landscape.

Repeat this semantic expansion prompt for each chapter of the white paper.

From here, you should:

1. Fact check. Fact check. Fact check.
2. Develop original content based on the responses given.
3. Integrate exclusive case studies and insights from expert voices, flexing your perspectives on table stake topics. (Don’t forget to cross-link to the blog articles that inspired this piece.)
4. Design and add relevant images and data visualizations, such as charts, graphs, and infographics.
5. Edit, fact-check, proofread,and publish.

Remix 2: The Concept Album — How to create an integrated campaign from one idea

Difficulty grade: 9/10
Creating high-performing campaigns starts with understanding your audience journey, catering to diverse decision-makers, developing a compelling idea, and using different distribution channels to promote it.

Think of Gorillaz’s game-changing album Demon Days. Just as Gorillaz crafted a novel virtual band to execute a concept album and used multimedia storytelling to engage its audience, successful campaigns take a novel central theme and add a lens to all elements and outputs seamlessly. It’s all about integration — think of it as the gold standard for marketing success. Use performance analytics to pinpoint top-performing campaigns, guiding your strategy with data-backed insights.

Here’s how to generate your AI-developed integrated campaign:

Step 1: Craft a clear campaign message

The crux of this approach is simple: Develop a fresh and catchy hook to revolve your campaign around. Then, bring it to life via tailored content designed to resonate across channels and customer stages.

To land in your all-important campaign message, try this style of prompt:

Example prompt:

As a content strategist for an AI retail software company serving enterprise retailers, draw inspiration from your top-performing article “How AI-Powered Personalization is Changing the Face of Retail.” Craft five campaign message variations that are educational or inspirational, each up to two sentences long. Ensure they are platform agnostic and strategically appeal to the specific pain points or interests of B2B decision makers in retail.
Example prompt response:

Certainly! Here are five campaign message variations that blend education and inspiration, aimed at B2B decision makers in retail:

1. “In the age of hyper-personalization, your retail enterprise can thrive like never before. Harness AI-powered insights to understand each customer’s unique preferences and behaviors, delivering tailored experiences that drive loyalty and revenue. Embrace the future of retail with technology that not only meets but anticipates consumer expectations, positioning your brand at the forefront of innovation and customer satisfaction.”
2. “Imagine a retail ecosystem where every interaction feels uniquely crafted for each customer. With AI-driven personalization, this vision becomes reality. Empower your team with tools that analyze vast data sets in real-time, enabling smarter decision-making and personalized marketing strategies. From predictive analytics to personalized recommendations, elevate your retail strategy to exceed customer expectations and stay ahead in a competitive marketplace.”
3. “AI isn’t just transforming retail—it’s redefining it. Embrace the power of AI to decipher complex consumer insights, predict trends, and optimize operations seamlessly. Equip your enterprise with the tools to deliver personalized experiences at scale, driving increased conversions and customer retention. Stay agile and responsive in a rapidly evolving market landscape, where AI isn’t just a tool but a strategic advantage that propels your business towards sustained growth and profitability.”
4. “The future of retail isn’t about guesswork—it’s about precision. AI-powered personalization offers your enterprise the ability to tailor every customer interaction with unparalleled accuracy and relevance. From automating personalized product recommendations to optimizing inventory management, leverage AI to streamline operations and enhance customer satisfaction. Join the leaders in retail innovation by embracing AI-driven solutions that empower your team to exceed customer expectations and drive sustainable business growth.”
5. “In a world where customer expectations are higher than ever, AI serves as your competitive edge. Revolutionize your retail strategy with AI solutions that transform data into actionable insights, enabling you to anticipate customer needs and preferences before they do. Empower your team to innovate fearlessly, knowing that AI-driven personalization not only enhances customer experiences but also drives operational efficiencies. Lead the charge towards a more personalized, efficient, and profitable future in retail with AI as your trusted partner.”

Step 2: Make it personal

Choose your best message variation and tweak it to match two persona profiles. Create content that speaks directly to their needs and interests.

Example prompt:

Develop a comprehensive campaign focused on Message Variation 3, “”AI isn’t just transforming retail—it’s redefining it,” designed to engage two key personas across four stages of their journey: awareness, consideration, evaluation, and retention.

Persona 1: Business Decision Maker (End User Persona): This persona is responsible for leveraging technology to enhance organizational operations in Retail.

Persona 2. Tech Influencer (ROI and Security Evaluation Persona in Retail): This persona evaluates ROI, security implications, and integration of new technology into existing systems.

Ensure the campaign addresses each persona’s specific needs and concerns at each stage, leveraging Message Variation 3 to resonate effectively throughout the journey.

Example prompt response:

Campaign: Redefining Retail with AI

Message Variation 3: “AI isn’t just transforming retail—it’s redefining it.”

Persona 1: Business Decision Maker (End User Persona)

Awareness Stage:

• Campaign Theme: “Discover the Future of Retail with AI”
• Content Focus: Highlight the transformative potential of AI in retail operations.
• Campaign Activities:
  • Blog posts and articles on industry-leading platforms discussing AI trends in retail.
  • Webinars featuring case studies of successful AI implementations in retail.
  • Infographics and social media posts showcasing statistics on AI’s impact on customer experience and operational efficiency.

Consideration Stage:

• Campaign Theme: “Empowering Your Retail Strategy with AI”
• Content Focus: Provide deeper insights into AI applications and benefits specific to retail.
• Campaign Activities:
  • Whitepapers detailing AI technologies and their relevance to retail operations.
  • Customer testimonials and success stories illustrating tangible business outcomes from AI adoption.
  • Interactive online demos showcasing AI-powered tools and their ease of integration into existing systems.

Evaluation Stage:

• Campaign Theme: “AI-Powered Solutions for Your Retail Success”
• Content Focus: Address concerns about implementation challenges and ROI.
• Campaign Activities:
  • ROI calculators demonstrating potential cost savings and revenue increases with AI.
  • Comparison guides highlighting how AI solutions stack up against traditional methods.
  • Expert-led Q&A sessions and live chats to address specific queries about AI integration and security.

Retention Stage:

• Campaign Theme: “Staying Ahead with AI in Retail”
• Content Focus: Foster ongoing engagement and support for AI adoption.
• Campaign Activities:
  • Continuous education through monthly newsletters with AI insights and updates.
  • Exclusive access to new AI features and upgrades for current users.
  • Customer loyalty programs recognizing early adopters and providing incentives for advocacy.

Persona 2: Tech Influencer (ROI and Security Evaluation Persona)

Awareness Stage:

• Campaign Theme: “AI’s Role in Secure and ROI-Driven Retail Innovation”
• Content Focus: Highlight AI’s security features and potential ROI.
• Campaign Activities:
  • Thought leadership articles on AI security measures in retail environments.
  • Webinars featuring cybersecurity experts discussing AI integration best practices.
  • Infographics and case studies illustrating ROI metrics from AI implementations in retail.

Consideration Stage:

• Campaign Theme: “Evaluating AI Solutions for Retail Security and ROI”
• Content Focus: Provide detailed comparisons and analyses of AI solutions.
• Campaign Activities
  • Technical whitepapers exploring AI algorithms and their impact on security.
  • Security certifications and compliance documents for AI platforms.
  • Virtual workshops on integrating AI securely within existing IT infrastructures.

Evaluation Stage:

• Campaign Theme: “Maximizing ROI with AI in Retail”
• Content Focus: Address concerns about scalability and long-term ROI.
• Campaign Activities:
  • Case studies demonstrating scalability of AI solutions in large retail enterprises.
  • ROI calculators tailored to different retail scenarios and business models.
  • Live demonstrations of AI platforms showcasing scalability and integration capabilities.

Retention Stage:

• Campaign Theme: “Partnering for Secure and Sustainable AI Growth in Retail”
• Content Focus: Foster ongoing collaboration and support for secure AI implementations.
• Campaign Activities:
  • Access to a dedicated support portal with resources on AI security updates.
  • Quarterly webinars on emerging AI trends and their security implications.
  • Early access to beta testing for new AI security features and enhancements.

Cross-Persona Integration:

Throughout all stages, emphasize the collaborative benefits of AI adoption in retail, showcasing how business decision makers and tech influencers can work together to achieve strategic goals. Use consistent messaging from Message Variation 3 to reinforce AI’s transformative potential in redefining retail operations, addressing specific concerns and highlighting tailored benefits for each persona. This integrated approach ensures a cohesive campaign that resonates with both personas, driving awareness, consideration, evaluation, and retention effectively.

As you can see, these are pretty “meh” titles, but what’s offered is a starting point for further development.

From here, you would:

1. Develop an integrated marketing plan mapped to channels, personas, and stages of the funnel.
2. Create original content to ensure complete campaigns for each persona.
3. Integrate expert voices and insights. (Don’t forget to link to the blog articles that inspired this piece.)
4. Design and add images and data visualizations, such as charts, graphs, infographics.
5. Edit, fact-check, proofread, and publish.
6. Implement a structured content calendar with cross-channel promotion for maximum impact.
7. Embrace dynamic personalization and automation to elevate customer engagement and drive conversions, strengthening your brand’s competitive edge.

Remix 3: The Collaboration Album — How to create an SEO-rich knowledge base

Difficulty grade: 6/10
Knowledge bases that combine diverse insights in one central place are critical for supporting customers and establishing industry authority. Think of this remix style as a collaborative album. In Ella Fitzgerald’s Ella Sings with Her Friends, Ella stays the main character in the narrative, yet the album brilliantly showcases the synergy of a host of top-notch singers.

This type of content is more product-focused in nature, but the idea is to augment it with expertise and knowledge to add value. By tapping into internal and external insights, you can easily curate comprehensive knowledge bases on your company’s products and services. This collaborative approach helps to extract a myriad of viewpoints enriched with expert insights and quotes.

Step 1. Create your Knowledge Base

Use this style of prompt to generate a list of common questions about a company’s products and solutions.

Example prompt:
As a content strategist tasked with developing a comprehensive knowledge base for a leading provider of marketing automation solutions for agencies and brands, outline the essential categories and questions that should be prominently featured in our Knowledge Base. Focus on addressing common queries and providing clear, informative answers to support our users effectively.

Example prompt response:

Creating a comprehensive knowledge base for a leading provider of marketing automation solutions involves organizing information into clear categories and addressing common user queries effectively. Here’s an outline of essential categories and sample questions for your FAQ knowledge base:

1. General Information

• What is [Your Company Name] and what do you offer?
• How can marketing automation benefit my agency/brand?
• Is your platform suitable for agencies, brands, or both?

2. Getting Started

• How do I sign up for [Your Company Name]?
• What are the initial setup steps for new users?
• Where can I find tutorials or guides to help me get started?

3. Features and Functionality

• What are the key features of your marketing automation platform?
• How can I create and manage email campaigns?
• Can I automate social media posting and scheduling?

4. Integration

• Which third-party applications and platforms does [Your Company Name] integrate with?
• How do I integrate [Your Company Name] with my existing CRM system?
• Is there an API available for custom integrations?

5. Account Management

• How do I update my account information?
• What are the different subscription plans available?
• How can I add or remove users from my account?

6. Troubleshooting and Support

• What should I do if I encounter issues logging in?
• How do I troubleshoot common problems with campaign delivery?
• Where can I find technical support or contact customer service?

7. Security and Privacy

• How does [Your Company Name] ensure the security of my data?
• What measures are in place to protect my privacy?
• Do you comply with data protection regulations (e.g., GDPR)?

8. Billing and Payments

• How do I update my billing information?
• What are the accepted payment methods?
• Can I view my billing history and invoices online?

9. Training and Resources

• Are there training sessions available for new users?
• Where can I find video tutorials or webinars on advanced features?
• Is there a knowledge base or community forum for users to share tips?

10. Product Updates and Roadmap

• How often do you release updates to your platform?
• Where can I find information about upcoming features or enhancements?
• Can users provide feedback or suggest new features?

Tips for Effective FAQ Management:

• Keep answers concise and clear: Avoid technical jargon and provide step-by-step instructions where necessary.
• Update regularly: As your platform evolves, ensure FAQs reflect the latest features and improvements.
• Use multimedia: Include screenshots, videos, or links to relevant resources to enhance understanding.
• Promote self-service: Encourage users to explore the FAQ before contacting support to reduce repetitive inquiries.

Step 2: Crowdsource and scale

Now that you have a list of questions, answer them by tapping into the collective genius of people across your organization — all while keeping a sharp eye on quality. If you don’t have people internally who could answer a question, don’t hesitate to tap into external subject matter experts.

Once you’ve got your answers locked in, fire them off to your product owners and domain experts for a final accuracy check.

This prompt can help you create email templates that make crowdsourcing a cinch:

Example prompt:

Develop a concise email template to solicit contributions for our Knowledge Base from both internal and external stakeholders. Clearly communicate that their submissions will be publicly accessible and used for educational purposes. Ensure their name, position title, and organization are prominently displayed with their answers. Organize prompts according to the predefined chapters. Ensure these prompts encourage stakeholders to offer practical tips or strategies that benefit end-users of our product.

Example prompt response:

Subject: Help Us Build a Knowledge Base: Share Your Expertise!

Dear [Stakeholder’s Name],

We are reaching out to invite you to contribute your expertise to our Knowledge Base, a valuable resource designed to educate and empower users of [Your Company’s] marketing automation solutions.

Your insights will help fellow professionals navigate and optimize their experience with our platform, benefiting from real-world strategies and practical tips shared by industry experts like yourself.

Key Information:

• Your Contribution: Please share practical tips or strategies that enhance the use of [Your Company’s] marketing automation solutions.
• Format: Responses will be organized into predefined chapters within our Knowledge Base, ensuring easy navigation and relevance.
• Visibility: Your contributions will be publicly accessible and attributed to you, prominently displaying your name, position title, and organization.

Prompts for Contributions:

1. Getting Started: What advice would you give to new users setting up their accounts?
2. Campaign Management: Share a strategy or tip for optimizing email campaigns or social media automation.
3. Integration: How have you successfully integrated [Your Company’s] platform with other tools or systems?
4. Troubleshooting Tips: What common issues have you encountered, and how did you resolve them?
5. Advanced Features: Share a practical example of how you’ve used advanced features to achieve specific goals.

Your contributions will directly benefit our community of users by offering practical insights and enhancing their overall experience with [Your Company’s] solutions.

Please submit your responses directly to [Email Address] by [Deadline Date]. Should you have any questions or need further clarification, feel free to reach out.

Thank you for your ongoing support and collaboration in building a robust Knowledge Base that serves as a valuable resource for all users.

Warm regards,

[Your Name]
[Your Position]
[Your Company]
[Contact Information]

It’s a no-brainer, but it bears repeating: Once your expert insights are cobbled together, closely fact-check, edit, and proofread your Knowledge Base before releasing it to the world.

Remix 4: The Forward-Thinking Album — How to create timely, responsive content

Difficulty grade: 7/10
Many brands draw inspiration from traditional newsrooms to develop topical content, incorporating timely updates like breaking news or emerging trends. They even use it as intel to set their own trends. This strategy enables them to craft progressive content that builds trust and authority. Just as Beyoncé’s pioneering album Cowboy Carter positioned Queen Bey as a trendsetter squarely in the zeitgeist, yet ahead of her time, all brands should similarly strive to lead the conversation.

Step 1: Zero in on the nut graph

Use ChatGPT to swiftly dissect current events and extract insightful angles for op-eds or in-depth analyses.

For instance, start with this piece from Marketing Week about brand building being the most important factor in achieving business objectives. Seize its core discovery or nut graph (newspeak for the central theme or key insight) and use it as your launchpad. Always attribute properly by crediting the original source and authors. Your goal isn’t to parrot the news but to offer a unique take and expert response.

Example prompt:

As a content marketer at a marketing agency, your task is to create content in response to recent insights revealing that 33% of marketers prioritize brand advertising as their primary tactic, despite concerns over excessive focus on performance metrics. Develop three strategic story angles that explore the implications of these findings on B2B strategies. Each angle should be suitable for a thought leadership piece, opinion editorial, or critical analysis aimed at our audience of marketing leaders. Ensure to attribute and cite the original study titled “Brand building ‘most important’ factor in achieving business objectives” from Marketing Week.

Example prompt response:

Certainly! Here are three strategic story angles that explore the implications of prioritizing brand advertising in B2B strategies, tailored for a thought leadership piece or opinion editorial aimed at marketing leaders:

1. “Strategic Shift: Embracing Brand Building as a Core B2B Marketing Strategy”

Angle: Despite the prevalent focus on performance metrics such as ROI and lead generation, a significant segment of marketers (33%, according to Marketing Week) are prioritizing brand advertising as their primary tactic. This angle examines why B2B marketers are increasingly recognizing the strategic value of brand building in achieving long-term business objectives.

Key Points to Explore:

• Building Market Resilience: Discuss how investing in brand advertising enhances brand resilience and market positioning, especially in competitive B2B landscapes.
• Long-term vs. Short-term Goals: Analyze the balance between immediate performance metrics and the strategic benefits of building enduring brand equity.
• Impact on Customer Relationships: Explore how a strong brand presence influences B2B customer relationships, trust, and loyalty over time.

Citation: According to Marketing Week’s study on brand building as the most important factor in achieving business objectives, this shift underscores a growing acknowledgment among marketers of the enduring impact and value of strong brand equity in B2B markets.

2. “Navigating Complexity: Integrating Brand Advertising with Measurable Outcomes in B2B Marketing”

Angle: In the era of data-driven decision-making, balancing brand advertising with measurable outcomes presents a challenge for B2B marketers. This angle delves into strategies for effectively integrating brand advertising into B2B marketing campaigns while demonstrating tangible ROI and performance metrics.

Key Points to Explore:

• Strategic Alignment: Discuss methodologies and technologies for aligning brand advertising efforts with measurable performance indicators such as conversion rates and customer acquisition costs.
• Metrics for Brand Impact: Propose innovative metrics for quantifying the impact of brand advertising on brand awareness, perception, and consideration in B2B purchase cycles.
• Case Studies and Best Practices: Highlight successful B2B brands that have effectively balanced brand advertising with performance metrics to achieve strategic marketing goals.

Citation: According to Marketing Week’s insights, B2B marketers are increasingly leveraging brand advertising not only to enhance brand perception but also to drive measurable business outcomes, reflecting a nuanced approach to modern marketing strategies.

3. “Beyond the Buzz: Redefining Success in B2B Marketing Through Brand Advertising”

Angle: Beyond immediate metrics, the strategic emphasis on brand advertising signifies a broader shift towards redefining success in B2B marketing. This angle explores how prioritizing brand advertising can redefine success metrics and position companies for sustained growth and market leadership.

Key Points to Explore:

• Creating Competitive Advantage: Discuss how a strong brand narrative and consistent advertising can differentiate B2B companies in crowded markets and attract high-value clients.
• Long-term Value Proposition: Analyze the role of brand equity in enhancing the overall value proposition of B2B offerings and influencing customer lifetime value.
• Innovation and Adaptation: Explore strategies for innovating within brand advertising to stay relevant and adaptable to evolving market dynamics and customer preferences.

Citation: As highlighted by Marketing Week’s study, the strategic prioritization of brand advertising underscores its pivotal role in driving sustainable growth and market leadership in B2B sectors, emphasizing the importance of long-term brand building efforts.

These story angles aim to provoke thoughtful discussion and provide actionable insights for marketing leaders navigating the evolving landscape of B2B marketing. Each angle is grounded in the latest insights from Marketing Week to provide credibility and relevance to the discussion around brand advertising in B2B strategies.

Step 2: Assemble your A team

Choose your favorite angle and team up with three subject matter experts to blend diverse perspectives in an in-depth analysis. Merge AI-generated insights with SME voices to craft compelling content that speaks directly to your audience’s interests and concerns.

For this exercise, lets pick the second angle, “Navigating Complexity”. And let’s use generative AI to create email templates that make sourcing that expertise a breeze.

Example prompt:

Utilize “Navigating Complexity: Integrating Brand Advertising with Measurable Outcomes in B2B Marketing” as a unique perspective to pitch an opinion piece integrating insights from three experts within your organization. Develop a concise email requesting quick quotes from each expert, tailored to their expertise in strategies, advice, or tips for our customers. Highlight the topical urgency with a 48-hour deadline, emphasizing the timeliness of the topic.

Your experts—VP of Product, Head of Insights, and VP of Strategy—are pivotal. Ensure your pitch addresses the insights from the Marketing Week article title “Brand building ‘most important’ factor in achieving business objectives,” specifically citing: “While 33% of marketers prioritize brand advertising, 49.8% acknowledge an excessive focus on performance marketing.” Properly attribute these findings for credibility.

Example prompt response:

Subject: Quick Quotes Needed: Expert Insights on Integrating Brand Advertising with Measurable Outcomes

Dear [Expert’s Name],

I hope this message finds you well.

We are currently preparing an opinion piece on “Navigating Complexity: Integrating Brand Advertising with Measurable Outcomes in B2B Marketing” and would greatly value your unique perspective. This topic is of critical importance, particularly in light of recent insights from Marketing Week, which highlight that while 33% of marketers prioritize brand advertising, 49.8% recognize an overemphasis on performance marketing. These findings underscore the need for balanced strategies that merge brand building with tangible results.

Given your expertise in [specific area related to their role], we are seeking your quick input on this subject. Specifically, we would appreciate a brief quote (2-3 sentences) on:

1. Strategies: What key strategies should businesses adopt to effectively integrate brand advertising with measurable outcomes?
2. Advice: What actionable advice can you offer to marketers struggling to balance brand and performance marketing?
3. Tips: Any practical tips you have for ensuring brand advertising efforts contribute to clear business objectives?

Could you please provide your insights within the next 48 hours? Your timely response will greatly enhance the depth and relevance of our piece.

Thank you in advance for your contribution.

Best regards,

[Your Full Name]
[Your Position]
[Your Contact Information]
[Your Company]

Once you have the angles and the expert intel, creatively bring it all to life in the formats of your choice. Getting your news-focused perspectives and trend-setting concepts into the world before they grow stale is essential, so act fast.

Remix responsibly

Content remixing with generative AI mirrors the music industry’s remix culture — reinventing the familiar to captivate audiences anew with due regard for the original work and its essence.

Given ethics and intellectual property are especially murky waters in the realm of generative AI, err on the side of caution. Only use prompts with content that your brand owns. In rare instances when using someone else’s data point or finding as a launchpad (as seen in the fourth remix above), always credit the originator. With AI’s tendency to hallucinate, triple-checking content for accuracy and unexpected elements is paramount.

Because AI relies on formulaic language, you need to also be wary of its tendency to produce lackluster and robotic-sounding copy. A mere glance at the prompts generated above reveal how generic the output is. And there are some tell-tale words and phrases that are a dead giveaway that AI has generated the copy. “I hope this email finds you well,” “in an evolving landscape,” “unleash,” and “delve” are a few examples among many. 

As a result, flexing your own writing skills and ensuring strict editorial oversight will be more important than ever in the age of AI-assisted content creation. The generated prompts in this article are only part of the process. Treat them as thought starters rather than a proxy for this type of original thinking.

This list of do’s and don’ts should sound familiar to any ethical editorial professional:

• Do respect copyright and intellectual property laws. When in doubt, ask.
• Do review, fact-check, and edit AI outputs before finalizing to ensure quality control.
• Don’t feed confidential or sensitive data to generative AI tools, as these inputs might enter public datasets.
• Don’t replace expert writers with generic AI responses. Instead, use AI to conjure ideas and complement their expertise.

Employing meticulous oversight and upholding high ethical standards allows your creative game to produce more smash hits.

Grab your generative AI and get remixing

These four remix ideas inspire you to go beyond single, often dead-end prompts. I’m not entirely sold on the idea that generative AI is all about efficiency when it comes to creativity. Sure, it can speed things up, like a turbo boost for brainstorming sessions. But let’s face it, real creativity is more than just churning out ideas — it’s about those light-bulb moments, those gut feelings, and the kind of spark that AI hasn’t quite figured out how to replicate. AI can crunch numbers and spit out options, but when it comes to genuine, off-the-wall creativity, humans still have the edge (and responsibility).

Please note: All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

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Cover image by Joseph Kalinowski/Content Marketing Institute