As an innovation officer or head of communication, your responsibility is to drive innovation within your organization by identifying new technologies and processes that can improve the company’s operations. In the realm of corporate communication, AI-generated content is a game changer with many challenges to be solved on the way to success. A few will be highlighted in this article that is based on the cases of a small health-tech startup and a large global tech company that faced very similar challenges – independent of their size.
Lessons learned from a large industrial tech company and a small health scale-up
We applied and tested this process in two different cases. The first was with a global industrial tech company’s corporate communication unit that wanted to leverage their assets in analytics, UX testing, and editorial resources to connect them to something more data-driven. In the midst of the project, generative AI became a key element of the new processes and tools we defined. As a consequence, the value proposition of corporate communication shifted from a creator of assets that developed the group’s positioning in key strategic areas to an AI enabler for a circle of over 1000 SMEs. Their content drafts were systematically scanned, elected for the corporate spotlight on transparent criteria, and leveraged for personalized engagement with very different audiences and their specific needs via AI. Transparency in the communication strategy was put into the spotlight of the project, and the transparent and approachable processes for all Subject Matter Experts (SMEs) in all regions and businesses to spontaneously leverage the editorial AI platform of the corporate communications team.
The second client who implemented this approach is the product development team of a scale-up in the health and nutrition area that uses the AI leveraged process to create a database with over 120k specific coaching texts based on health goals, current health trend, and topical interests to support their clients with personalized coaching interventions. Both companies vary widely at first glance, but both are very successful in adopting these transformation steps. Therefore, we want to share the key steps towards your own transformation into the new normal in this blog post with you.
Step 1 — Establishing Priorities: Clear Core Messaging and Key Audiences
The first step in using generative AI in your communication strategy is to establish clear priorities on your core messaging. The more options you have to generate messaging, the clearer your guidance and processes need to be. This involves identifying topical areas where your credibility and differentiation are significant and focusing on these points. The next step is to understand who your key audiences are and what challenges they face in your area of interest. Tools such as Chat GPT and storyroom.ai can provide valuable feedback and insights in this process. Once you have a clear understanding of your core messaging and key audiences, you can create a messaging house and a target word cloud to guide your communication strategy (I will explain how to get to these vital tools in a separate post).
Step 2 – Clear Roadmap: Creating a Target Word Cloud
A target keyword cloud is an operationalized version of the messaging house that enables you to measure and track the performance of your communication strategy. It also helps to detect SME content that is relevant to your target audience quite automatically. To create a target keyword cloud, start by defining the maximum of five primary nodes or heavyweights in your editorial coverage.
Then, refer to a listening tool like storyroom.ai that matches your positioning goals with outside-in keyword propositions used by your audience. This will help you understand how you should cover the topics to make them relevant to your audience. In this process also individual nodes for your businesses or regions can be added.
Step 3 — Use the Target Word Cloud to Detect Matching SME Content Across the Organization
The screening and selection of SME content, the product and amplification of the assets is coordinated via the editorial board. To leverage the full potential of an AI-supported editorial processes, you may need to set up an editorial board that can support SMEs in creating assets that are perfectly suited to engage with key audience groups. The editorial board should ideally represent four critical roles required for a generative AI-driven process: generative AI tool trained Topical Editors, one for each primary node of the target word cloud, a Trend or Voice of the Audience Editor, a representative for the amplification channels, and an Editor-in-chief. Once an SME asset is selected for the process, the editorial board will support the SME in creating the asset in a way that is perfectly suited to engage with key audience groups.
Step 4: Leveraging AI to Transform SME Assets into Content for a Wider Audience
Once an SME asset is selected for the process, the editorial board will support the SME in creating the asset in a way that is perfectly suited to support engagement with key audience groups. This involves using relevant outside-in keywords and topics derived by analytics to blend with the SME’s expertise (role of the voice of the audience editor). Chat GPT is then used to optimize outside-in outline, flow, keyword performance with the selected segments of the target word cloud, and other SEO variables. The final product is an engaging piece of content that is tailored to the needs of your target audience.
Conclusion: It Takes Some Major Changes but the Rewards are Rapidly Tangible Across the Organization
Leveraging AI-generated content is a great way to improve your communication strategies and engage with your key audiences. By using a messaging house, a target word cloud, and an editorial board process, you can retain control over your specific messaging and brand positioning while benefiting from the speed and efficiency of generative AI. Remember to use AI in the ideation phase to understand the challenges of your target audience in detail before creating the assets, and to embed the assets into the broader context required for success. Get external support for the required external perspective and disciple in the initial change process before the tangible outcomes generate their own momentum in across your organization.
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