AI Explored Podcast: Using AI to Create Engaging Social Posts

Host: Michael Stelzner, Social Media Examiner
Guest: Isar Matisse, Founder of Multiply AI
Release Date: December 3, 2024

1. Introduction

In this episode of AI Explored, Michael Stelzner welcomes Isar Matisse to discuss leveraging artificial intelligence (AI) for creating engaging social media content. The conversation delves into practical strategies and tools that marketers, creators, and business owners can employ to enhance their social media presence using AI.

2. Guest Background and Journey into AI

Isar Matisse shares his diverse professional background, highlighting his transition from an F16 pilot and Air Force instructor to a seasoned entrepreneur in the tech startup ecosystem.

[02:38] Isar Matisse: "I spent the next 20 years after that being in the startup world. I founded a few startups, been the CEO of a few, and a founding member of others across different industries."

Isar emphasizes his passion for teaching and training, which eventually led him to AI consulting and education following the advent of ChatGPT in late 2022.

[06:18] Isar Matisse: "I can do this in my business, I can do that. I can change this process. I can add it to this thing. And it was in the beginning... I realized this is going to change everything."

He launched his podcast, Leveraging AI, in April 2023, aiming to provide actionable AI insights to his audience.

3. The Importance of AI in Modern Marketing

Isar outlines the multifaceted benefits of AI in business operations, emphasizing its role in enhancing efficiency, reducing costs, and driving revenue growth.

[10:23] Isar Matisse: "AI can accelerate a lot of things you're doing, do better, help you be more efficient and potentially drive more revenue and reduce your costs so you can really win."

He breaks down AI’s impact on marketing into three primary areas:

1. Data Analysis: AI excels in processing and analyzing both quantitative and qualitative data, providing deeper insights into customer behavior and brand perception.
2. Ideation: AI assists in brainstorming creative marketing ideas by acting as a team of industry experts.
3. Content Creation: AI can generate written content, images, and videos, significantly reducing the time and effort required to produce engaging posts.

4. Establishing the Ideal Customer Persona (ICP) with AI

The conversation shifts to practical steps for creating an effective social media strategy using AI. Isar emphasizes the importance of understanding the Ideal Customer Persona (ICP).

[17:20] Isar Matisse: "A successful post is a mix of science and art, but a lot of it is science... the first thing you need is to understand and know your audience very well."

Step-by-Step Process:

1. Identify Top Clients: Select top LinkedIn profiles that represent your ideal clients.
2. AI Interaction: Use ChatGPT to analyze these profiles and extract commonalities in industry, geography, psychographics, age, seniority, and roles.
3. Refinement: Provide feedback to AI to correct inaccuracies and enhance the ICP description.

[22:57] Isar Matisse: "Once I do get to the final version of this, I will save this to the side... every time I want to use this in a prompt, I have it readily available."

Isar utilizes tools like the Magical Chrome extension to streamline this process, enabling quick access to refined ICP data for future use.

5. Developing Content Ideas with AI

With a well-defined ICP, Isar demonstrates how to generate a comprehensive content calendar using AI.

[26:31] Isar Matisse: "I have a table where the first column sends content ideas. The second column says top of the funnel, then middle of the funnel. And then the last column says bottom of the funnel."

Key Components:

• Content Ideas: Tailored topics addressing the audience's pain points.
• Funnel Stages: Differentiated content strategies for top, middle, and bottom of the funnel (ToFu, MoFu, BoFu).
• Customization: Adjusting the ratio of funnel stages based on current marketing goals, such as increasing conversions.

[30:05] Isar Matisse: "I advise people to do things step by step because you have more control over the process. You can correct the step, you can fine-tune it."

This method ensures a balanced and strategic approach to content creation, aligning with the audience's journey and business objectives.

6. Creating Engaging Posts with AI

Isar illustrates the process of transforming content ideas into actual social media posts using ChatGPT.

Example Workflow:

1. Select Content Idea: For instance, creating a case study download as a BoFu strategy.
2. Provide Specific Instructions: Including target ICP, desired tone, structure (hook, key points, CTA), and formatting guidelines.
3. Iterative Refinement: Adjusting the AI-generated content to better fit the desired outcome.

[40:22] Michael Stelzner: "You've got to read everything it says and you got to give it feedback."

Isar emphasizes the collaborative nature of working with AI, where human oversight ensures the content aligns with brand voice and objectives.

7. Enhancing Graphics with AI Tools

The discussion transitions to the visual aspect of social media posts, highlighting AI tools for graphic creation.

[44:12] Isar Matisse: "ChatGPT is definitely not the best platform to generate graphics. It is the best platform for graphics ideation."

Recommended Tools:

• FluxOne & Midjourney: For creating photorealistic images.
• Ideogram: Specialized in adding text to images effectively.

Isar explains how to refine AI-generated graphics using features like inpainting in ChatGPT and transitioning to more specialized tools for higher quality visuals.

[45:43] Isar Matisse: "If you want to have text on the image, it will create it as if it's a part of the image and it does an amazing job."

This layered approach ensures that visuals are not only eye-catching but also consistent with the brand’s aesthetic and messaging.

8. Personalizing AI-Generated Content

To maintain a consistent and authentic voice, Isar discusses techniques for personalizing AI-generated content.

[39:10] Isar Matisse: "I created multiple examples of how I write and then I save that into the custom instructions of ChatGPT."

Strategies:

• Custom Instructions: Feeding ChatGPT with personal writing samples to emulate the desired tone and style.
• Text Expanders: Using tools like Magical Chrome extension to insert predefined snippets that guide AI’s output.

This ensures that the content not only aligns with strategic goals but also resonates with the audience through a familiar and authentic voice.

9. Finalizing and Publishing Content

After content and visuals are created, Isar outlines the final steps to prepare for publishing.

[35:06] Isar Matisse: "Now it's time to create the content. I have all these ideas and I have... a full month worth of content."

Key Actions:

1. Review and Edit: Ensure all AI-generated content is accurate and aligns with brand messaging.
2. Schedule Posts: Utilize the content calendar to plan and distribute posts consistently.
3. Monitor Performance: Use AI tools to analyze engagement and adjust strategies accordingly.

Isar highlights the efficiency gained through this process, allowing marketers to focus more on strategy and less on content creation.

10. Conclusion and Final Insights

Michael Stelzner and Isar Matisse conclude the episode by reinforcing the transformative potential of AI in social media marketing. Isar encourages listeners to experiment with AI tools while maintaining human oversight to ensure authenticity and effectiveness.

[49:27] Michael Stelzner: "May AI help you become more successful."

Additionally, Isar promotes his resources, including his AI Business Transformation Course and podcast, inviting listeners to further explore AI applications in their businesses.

[49:19] Isar Matisse: "If you want to connect with me, the best thing is LinkedIn. My name is Isar Matisse."

Notable Quotes

• Isar Matisse [06:18]: "This is going to change everything."
• Isar Matisse [10:23]: "AI can accelerate a lot of things you're doing, do better, help you be more efficient and potentially drive more revenue and reduce your costs so you can really win."
• Michael Stelzner [13:30]: "I'm only creative on demand... the blank flashing cursor is scary for a lot of people."
• Isar Matisse [22:57]: "Once I do get to the final version of this, I will save this to the side."
• Michael Stelzner [37:11]: "But you're using someone else's story... how do we use someone else's case study?"
• Isar Matisse [39:10]: "I created multiple examples of how I write and then I save that into the custom instructions of ChatGPT."

Key Takeaways

1. AI Enhances Efficiency: AI tools like ChatGPT streamline content creation, data analysis, and ideation, allowing marketers to focus on strategic initiatives.
2. Understanding the Audience is Crucial: Developing a detailed ICP through AI-driven analysis ensures that content is relevant and value-driven.
3. Iterative Collaboration with AI: Continuous feedback and refinement are essential to align AI outputs with brand voice and marketing goals.
4. Visuals Matter: Incorporating AI tools for graphic creation can significantly boost post engagement when paired with compelling content.
5. Personalization Preserves Authenticity: Customizing AI-generated content maintains the human touch, making it resonate more with the target audience.

For more insights and actionable AI strategies, listeners are encouraged to explore Isar Matisse's AI Business Transformation Course and his podcast Leveraging AI. Connect with Isar on LinkedIn to stay updated on the latest in AI-driven marketing.

This summary is based on the transcript provided and aims to encapsulate the key discussions, insights, and actionable strategies shared during the podcast episode.