Building an AI Content Team: How to Rapidly Outperform Your Competitors

​Feeling overwhelmed trying to keep up with content demands in a competitive market? Wondering how other businesses are using AI to produce more—and better—content without sacrificing quality?

In this article, you’ll discover how to build and scale an AI-powered content team that boosts productivity, drives measurable results, and helps you outpace your competitors—without burning out your human team.

Building an AI Content Team: How to Rapidly Outperform Your Competitors

​Feeling overwhelmed trying to keep up with content demands in a competitive market? Wondering how other businesses are using AI to produce more—and better—content without sacrificing quality?

In this article, you'll discover how to build and scale a team of AI-powered content assistants that boosts productivity, drives measurable results, and helps you outpace your competitors—without burning out your human team.

What Is an AI Content Team?

An AI content team is a collection of specialized AI assistants trained to handle specific content creation tasks. Unlike having a single AI tool that attempts to handle all your content needs, an AI content team features multiple specialized “staff members,” each trained to excel at particular tasks.

The key advantage of this approach is specialization. Each AI team member is focused on mastering one specific content type rather than being a generalist. This specialization allows each AI model to develop deep expertise in a particular content channel and format.

An AI content team offers an unprecedented opportunity for small businesses that could never afford to hire specialists for each content type. Rather than having one person handling the content creation process everything from blogs to social media posts to email campaigns, you can create specialized AI team members for each channel at a fraction of the cost.

Your AI specialists will deliver content that is about 80% done, allowing your human team members to focus on reviewing, refining, and adding their unique perspectives to take content from good to great. Your human team members become editors and creative directors rather than content production machines.

#1: Build an AI Content Specialist CustomGPT

Building an effective AI content specialist involves three key steps:

Step 1: Identify Your Content Focus

Start by identifying the different content types your organization produces or needs to produce. Common examples include:

• Blog posts
• LinkedIn updates
• X/Twitter posts
• Email newsletters
• Thought leadership articles

Instead of hiring a human to produce each type of content, you'll build an assistant for every kind of content.

Start broad and refine as you go along. For example, you might initially build one specialist for writing LinkedIn posts, but over time, realize you need separate LinkedIn post specialists for:

• Identifying discussion angles from news articles
• Creating storytelling posts about work experiences
• Drafting thought leadership content
• Writing responses to industry trends
• Extracting key points from longer content

Step 2: Use AI to Create a Style Guide

To create effective AI specialists, you need to understand what works in your existing content thoroughly. Equally important is understanding what doesn't work well with your audience. By having AI analyze both successful and unsuccessful content, you create a more comprehensive understanding of effective content patterns.

First, paste 8-10 examples of your best- and worst-performing content for a specific content type into a Google Doc or Word document. Be sure to label each example clearly (e.g., “LinkedIn 1,” “LinkedIn 2”) with clear headers between examples.

Next, upload the examples to ChatGPT chat and create a detailed prompt for style-focused analysis.

When prompting ChatGPT to analyze your content, emphasize that the subject matter of each piece of content should be ignored. This ensures your AI specialists learn your communication style rather than fixating on specific subjects, making them versatile across different topics.

Carefully analyze these pieces of content only for style and execution, ignoring the topic. I want you to focus on the writing mechanics and stylistic decisions. Specifically, provide detailed observations for each of the following categories:

Sentence Structure: Are the sentences predominantly short, medium, or long? Are they simple, compound, or complex? Is there variation in sentence length for rhythm and pacing?

Paragraph Length and Structure: Are paragraphs mostly short (1–3 sentences), medium (4–6), or long (7+)? Does the structure help with readability or feel dense? Are ideas neatly contained within each paragraph?

Tone: What is the dominant tone (e.g., professional, casual, friendly, witty, authoritative)? Is the tone consistent throughout? Does the tone support or distract from the clarity of the message?

Voice: Is the content written in first person ("I," "we"), second person ("you"), or third person ("they," "one")? How does the chosen voice affect engagement or authority?

Vocabulary and Complexity: Is the vocabulary simple, moderate, or advanced? Are there words that seem needlessly complex or overly simplistic? Does word choice match the tone and audience?

Use of Industry Terminology or Jargon: Are technical terms used? If so, are they explained or assumed to be known? Does jargon enhance clarity for experts or create barriers for general readers?

Examples, Analogies, and Metaphors: Are concrete examples used to illustrate ideas? Are metaphors or analogies incorporated? If so, are they effective and relatable? Do they clarify or distract from the point being made?

Use of Humor or Emotion: Is humor used? What type (dry, playful, sarcastic)? Are emotional appeals present (empathy, urgency, excitement)? Does this enhance or undermine the message?

Formatting Preferences: Is there clear use of headers, subheaders, bold text, italics, or bullet points? Are lists used effectively? Is the visual structure reader-friendly or cluttered?

Punctuation and Grammar Style: Is the Oxford comma used consistently? Are em dashes, colons, semicolons, or parentheses used? Is the punctuation conventional or stylized?

Call-to-Action (CTA) Approach: Is there a CTA? Where is it placed (beginning, middle, end)? Is it direct or subtle? Is the CTA framed with urgency, value, or curiosity?

For each point above, write 2–5 sentences summarizing what the content does and how it affects style, clarity, and reader experience. Compare across multiple pieces only after analyzing them individually.

When the AI produces the style guide, review it critically and provide feedback like “I disagree with this, please change this” or “Please add this.”

Revise the guide until it accurately captures your preferred style, then ask the AI to give you a clean style guide you can download.

Step 3: Create Your AI Content Specialist CustomGPT

To create your AI specialists using ChatGPT, log into your ChatGPT account, click on “Explore” in the left sidebar, and then select “Create a GPT” at the top.

Name your GPT according to its specific function (e.g., “LinkedIn Post Creator for Tech Industry”), then provide a clear statement of the GPT's purpose. “You are a specialized LinkedIn post writer for a tech company. Your job is to create engaging posts that follow these specific style guidelines:”

Paste the entire style guide for that content type into the Instructions and save your custom GPT.

Pro Tip: Lambert specifically recommends against using the “Knowledge” upload option for your examples: “It is a snapshot in time,” which can lead to outdated references. Instead, incorporate the principles from your content directly into the instructions.

#2: Build an Interactive Persona CustomGPT

One of Lambert's most powerful pieces of advice is creating AI personas that represent your target audience. 

These AI personas serve as an on-demand focus group that can review your content before it goes live, identifying issues that may confuse or alienate your actual audience.

To create interactive personas, use a tool like Perplexity, ChatGPT Deep Research, or Google Deep Research. You can either upload your existing customer persona or make a basic one by providing demographic information about your target audience.

Next, ask the AI to develop a detailed persona, including psychographics and answers to questions like “What keeps them up at night?” “What are their goals?” and “Where do they go to get information?”

When you're happy with the result, ask the AI to summarize the persona into a clean document. Then, download the document and use it to create a custom GPT based on this persona.

#3: Create Content With Your AI Content Team

With your AI content team built, implement a streamlined content creation and review process:

Have your AI content specialists draft the initial content, then use your interactive personas to review the content.

Lambert recommends using the @ symbol in ChatGPT to call different specialists into the same conversation, creating a workflow where each specialist contributes its expertise. You can begin with one specialist and then tag another specialist into the chat to do the next step.

Once tagged into the chat, ask the persona questions like “What don't you agree with?” “What's confusing?” and “What do you wish you knew more about after reading this?”

Use the feedback to improve the content by selectively implementing the most valuable or relevant suggestions or as inspiration for future content. For example, when you ask, “What do you wish you knew more after reading this?” you might get three to five ideas you can use for blog posts or LinkedIn posts.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Facebook and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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