Using AI to Create Content That Outperforms | Insider Sessions
You’ve asked ChatGPT to write the headline. You’ve asked it to write the article. That’s the AI everyone else is using, and it’s exactly why that content disappears the moment it’s published. The brands people actually remember use AI differently: not to go faster, but to go deeper.
In this WiseTalk session, Andy Crestodina, co-founder and CMO of Orbit Media, an award-winning digital agency that has advised over 1,000 businesses on content strategy, shares the actual prompts he uses to turn AI from a shortcut into a research and differentiation engine, built from 24 years as a working SEO and content strategist.
From building a synthetic buyer persona that surfaces a client’s unstated fears, to using AI to uncover the provocative opinions your audience actually wants to read, to a live teardown of a real landing page’s conversion gaps, this session is a practical, prompt-by-prompt walkthrough for marketers who are tired of publishing content that sounds like everyone else’s.
What you’ll learn
- Why the fastest, easiest AI-generated content is usually the least valuable content you can publish
- How to build a persona-driven prompt that surfaces your audience’s real fears, objections, and decision criteria
- Why strong opinions and original research are the two things AI still can’t produce, and how to use AI to find yours
- How to turn a single conversation with AI into a content mission statement, a topic list, and a full article outline
- The semantic SEO method for using AI to identify and incorporate the phrases search engines actually reward
- How to use AI for conversion-focused gap analysis on your existing landing pages
Who this is for
This session is built for marketing leaders, content strategists, SEO specialists, and demand generation marketers responsible for content that needs to perform, not just exist. It’s especially useful for teams trying to figure out where AI actually belongs in their content workflow.
About the guest
Andy Crestodina Co-Founder and CMO, Orbit Media
Andy is the co-founder and CMO of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 24 years, he has provided digital marketing advice to more than 1,000 businesses and written hundreds of articles on content strategy, SEO, GA4, AI, and visitor psychology that reach more than 3 million marketers every year. He is also the author of Content Chemistry, the illustrated handbook for content marketing.
About the host
Natalie Stenge Content Manager, WiseStamp
Natalie leads content and webinar programming at WiseStamp, the leading email signature management platform trusted by over 1.5 million customers worldwide.