If you run a business, you’ve probably been told to post every single day, tried it, and lasted about a week. I post across all the major platforms and it takes me around 4 hours a week. This is the system, including the biggest upgrade I’ve made.
What should you measure when you create content for your business?
Views are the wrong goal. Over the past year my content has done over a million views, and almost none of it brought in work. A lot of those viewers were overseas, students or other AI enthusiasts, not New Zealand business owners.
Then I made one video on exactly how to connect Claude to Xero. It got about 6,000 views, tiny next to some of my short-form content. But it brought in 12 enquiries and 8 of them became clients. The goal is the right video in front of the right person.
Something new is happening too. Businesses find me because they asked ChatGPT or Claude who to talk to about AI, and it named me. AI reads and transcribes the useful content I put online, then recommends me. More on that below.
How do you find content ideas that actually work?
Don’t ask ChatGPT for 10 post ideas for your plumbing business. You get the same answers as everyone else. Start with what is already working.
- Every Saturday a Claude task runs on its own. It reads the week’s AI news, YouTube videos and newsletters I follow, and gives me a maximum of five things worth acting on.
- Every weekday it checks Reddit for New Zealanders talking about AI.
- I get Claude to pull apart successful creators in my space. It measures how long the hook is, how fast they cut, and what goes on screen and when.
Some findings were obvious, some weren’t. The best channels show their results in the first 10 seconds, and nearly all of them use chapters in the description. My older videos had neither. Do the same for your industry: have your AI tool find people succeeding on social media and analyse their patterns.
How do you use your own numbers to improve content?
Next, compare those patterns to your own results. You can connect analytics through a tool like Composio, but often the easiest way is to export the data from each platform and give it to Claude.
Claude went through 262 of my TikToks and around 172 of my YouTube videos. The videos I thought were my bread and butter were stuck at 200 to 300 views, and people left after four to seven seconds. Videos with a real person in them, such as an interview or a client, held viewers for 14 to 20 seconds on average. One client video did nearly 5,000 views on TikTok and led to two people contacting me.
So I changed my weekly mix: two opinion posts, two that start with a problem instead of a tool, one with a real person, and one personal. A good hook is usually shocking, relatable or sparks curiosity.
For YouTube, views are not the point. I care about how many people reach the business. Claude now adds tracking links (UTM parameters) to the end of every description link, so I can see which videos drive real traffic.
Can AI write your video scripts in your own voice?
Yes, if it has your content to learn from. Claude writes the first draft of almost every video I record. It follows the rules from the first two stages and, because it can read my original content, it copies the words I use and how I structure sentences, not a generic AI tone.
- The first line opens on a problem, a person or a surprise, never the name of the tool.
- “Claude can now connect to Xero” becomes “your Xero can draft its own bills now”. Hooks stay at 12 words or fewer.
- One video, one idea: what it is, why you’d want it, and how to set it up.
I still read every script and sometimes change a lot. That is part of the job. But I can script a whole week in one evening, then film it all off a teleprompter. I also load in my presentations and convert them into YouTube videos.
How does AI help with video editing?
I record on a webcam or phone. Claude cuts the gaps and mistakes, crops to vertical when I need short form, keeps my face in frame, adds captions and generates motion graphics. It also labelled my 650 phone photos, so it can find a shot of me speaking or me with a robot in China when a script needs B-roll. I cover this in a separate video, and the setup is in how I set up Claude Code for video editing.
I still watch every video back to check it matches my brand and tone. Because it is generative AI, you can prompt back and forth and train it over time.
How do you repurpose one video into a week of content?
This is the biggest upgrade. Traditionally, short form, long form, website articles and LinkedIn posts are all separate jobs, and each needs fresh ideas. Now one piece of content feeds the rest.
- Pillar: a YouTube tutorial or education video.
- Short form: Claude finds the best clips and hooks, crops to vertical, edits and schedules them. One YouTube video splits into four short clips, and each ends by showing the thumbnail and sending people back to the full video.
- Article: Claude writes a blog post in my tone of voice for my website, which helps SEO and GEO.
- LinkedIn: a different style of post, drafted in my voice with an image from the video.
That used to take a couple of hours. Now it takes about five minutes plus my review. Short-form clips go to Facebook, Instagram, TikTok and YouTube Shorts, because it has never been easier to post on more platforms. For a related walkthrough, see create viral social media content with Claude.
Why does content matter for AI search (GEO)?
People now make buying decisions by asking AI tools who the best plumber is, or who to talk to about AI. Traditional SEO looks at your website, keywords and articles. AI looks at everything online about you: your site, YouTube, LinkedIn and other sites that mention you.
If you post educational content across those places, AI can pull it back as the answer. We have seen real growth in our business from this. For the technical side, read how to rank in AI search.
What is the biggest mistake with AI content?
Letting AI do the whole process. AI is pattern recognition. Ask ChatGPT for a LinkedIn post and you get the most average response, with nothing unique in it.
Work out what makes you different: your story, your background, your vision for the company. Then teach AI to mimic it using the content you have already published, your brand guidelines and your other resources. That is when the results get good. You still verify everything before it goes out.
What is the full system?
Find the trends from other creators, analyse your own numbers, generate scripts and review them, get AI to edit, and above all repurpose the content you already have.
