How Do Brands Thrive in the AI Search Era? They Use This Powerful Media-Tech Strategy

There’s been a fundamental shift in how premium brands need to think about visibility, authority, and customer connection online.

Thanks to AI, it’s become a LOT harder to show up in organic search. Meaning, even being discovered as a brand has become almost impossible, let alone actually generating clicks to your website (or purchases!)

Which makes it all the more difficult to build a brand that doesn’t just survive, but absolutely thrives in this new AI era.

The way people discover brands, the way they research products, the way they make purchase decisions – it’s all being disrupted by AI Search right now. And if you’re not adapting, you’re essentially becoming invisible.

But here’s the exciting part – and this is what we’re unpacking in this article – premium brands with small teams actually have a massive advantage right now. We can move faster, we can be more authentic, and we can build deeper connections than the big corporate behemoths trying to figure all this out.

The framework I’m sharing today is deceptively simple: Show up like a media company, but deliver like a tech company.

The New Reality

So let’s start with what’s actually changed.

Traditional SEO – you know, optimising your website to rank on Google – that was the game we’ve all been playing for the last 15-20 years. Get your keywords right, build some backlinks, create some content, and boom – you show up on page one of Google when someone searches for your product.

That’s not the game anymore.

People aren’t just searching on Google. They’re asking ChatGPT questions. They’re searching on TikTok to find products. They’re scrolling Reddit threads. They’re watching YouTube reviews. They’re asking for recommendations in Facebook groups. They’re looking at Instagram before they ever hit Google.

And here’s what’s really wild – AI tools like ChatGPT, Perplexity, and even Google’s own AI overviews are pulling information from all of these places to create answers. They’re not just looking at your website anymore.

They’re looking at whether you’re being talked about on Reddit. Whether you’ve got helpful YouTube content. Whether you’re showing up in podcasts and articles across the web.

This is what’s being called “Search Everywhere Optimisation” – and it’s fundamentally different from traditional SEO.

Let me give you a real example. Let’s say someone asks ChatGPT: “What’s the best organic baby skincare brand in Australia?”

ChatGPT isn’t going to just look at Google rankings. It’s going to pull from Reddit discussions, YouTube reviews, blog articles, podcast mentions – anywhere it’s been trained on data where your brand might be discussed.

If you’re not present in those conversations, you literally don’t exist in the AI’s answer.

And for premium brands, this is both a massive challenge and an incredible opportunity.

The challenge? You need to be everywhere, not just on your website.

The opportunity? When you do this right, you’re not just getting found – you’re building genuine authority, trust, and emotional connection with your ideal customers. The kind of connection that premium brands absolutely need to command premium prices.

Because here’s what we know about premium buyers – and if you enjoyed my two recent podcast interviews with Dr Ross Honeywill about NEO buyers, people with a New Economic Order mindset – they don’t make purchase decisions based on price and features alone. They make decisions based on emotional connection, authenticity, and whether your brand aligns with their values and identity.

They want to feel like they’ve discovered something special. They want the story behind your brand. They want to be part of something meaningful. And they’re absolutely willing to pay premium prices when they find that.

So the question becomes: How do we create that level of presence, authority, and connection when we’re a small team without massive resources?

That’s where our framework comes in handy.

The Framework: Media Company + Tech Company

The answer is surprisingly simple in concept, but powerful in execution.

You need to show up like a media company, but deliver like a tech company.

Let me break that down.

Show up like a media company means you’re creating content that builds true authority, emotional connection, and positions your brand as impossible to ignore.

Think about it – media companies like the ABC or The Guardian aren’t trying to sell you something in every piece of content. They’re building trust, providing value, educating, and entertaining.

That’s what I call “edu-tainment” – content that’s both educational and entertaining.

When brands do this well, they stop looking like they’re just trying to flog products and start looking like trusted authorities in their space.

Deliver like a tech company means you’re weaving AI and automation into your systems, tools, and processes so you can get results faster, better, and more personalised.

Tech companies don’t do everything manually. They build systems. They use data. They automate the repeatable stuff so they can focus on the high-value work.

When you combine these two approaches, something magical happens.

You’re creating content that builds real authority and connection – but you’re doing it efficiently using AI tools and smart systems. You’re showing up everywhere your customers are searching – but you’re not killing yourself trying to manually post on 47 different platforms.

You’re delivering personalised experiences at scale – but you’re not hiring a team of 50 people to do it.

This is how brands with small teams are competing with – and often beating – much bigger players.

Now, I know what some of you might be thinking: “Catherine, I’m a team of one. How on earth am I supposed to show up like a media company?”

Stick with me. Because the strategy I’m about to walk you through is specifically designed for small teams. In fact, I’m going to show you how to create one piece of hero content and turn it into a cohesive presence across 15+ different channels – including all the places AI is looking.

Sound good? Let’s dive into the media company part first.

Part One: Show Up Like A Media Company

Alright, so what does it actually mean to show up like a media company?

It means understanding that content isn’t just a nice-to-have anymore. It’s not just something you do when you have time. And it’s certainly not something you just throw up on Insta at the last minute just because you have to tick that off your list.

Content is now the primary way people discover you, research you, build trust with you, and ultimately decide to buy from you.

And in the AI era, that content needs to exist everywhere your customers might be searching or where AI might be learning.

Let me walk you through the core principles:

Principle #1: Multi-Platform Authority

You can’t just have a beautiful website and hope people find you anymore. You need what I call “multi-surface trust signals.”

This means having a presence on the platforms your customers spend time on:

• Your website (obviously)
• YouTube
• TikTok or Instagram Reels
• LinkedIn (especially if you’re B2B or want to build thought leadership)
• Reddit (yes, really – it’s a massive AI training source)
• Podcasts (either your own or being a guest on others)
• Digital PR and media mentions
• Industry blogs and publications

Now, before you close this podcast and go have a lie down, let me be clear: I’m not saying you need to be posting original content on all of these every single day. That would be insane.

What I am saying is that you need to have a presence – and that presence needs to be discoverable when AI goes looking for answers about your category, your products, or the problems you solve.

The strategy I’m sharing today will show you how to create content once and deploy it intelligently across all these channels.

Principle #2: Create “AI-Ready” Content

This is critical. AI and large language models like ChatGPT aren’t looking for the same things Google used to look for.

They want:

• Conversational content that answers real questions people are asking
• Multi-format content (text, video, audio, images, infographics)
• Content that demonstrates expertise and authority
• Content that’s being talked about and linked to across the web

Let me give you some practical examples of what AI-ready content looks like:

Instead of a blog post titled “Our New Spring Summer Collection” – which is about you, not your customer – you’d create something like “How to Choose the Perfect [Your Product Category] Without Wasting Money” – which answers a real question.

Instead of just having text on your website, you’d embed a video where you’re explaining the same information, and maybe even offer an audio version people can listen to.

Instead of writing in corporate, formal language, you’d write the way you speak – conversationally, naturally, like you’re having a coffee chat with a friend.

And instead of just publishing this content on your website, you’d get it talked about – shared on Reddit, discussed in LinkedIn comments, linked to from other articles, referenced in podcast episodes.

This is what builds the kind of authority that AI recognises and rewards.

Principle #3: Edu-tainment Over Promotion

This is where a lot of premium brands miss the mark.

Your content can’t just be promotional. It needs to educate or entertain – ideally both.

Think about the brands you personally follow and love. I guarantee they’re not the ones constantly saying “Buy our stuff! Buy our stuff!” They’re the ones teaching you something useful, making you laugh, inspiring you, or helping you solve problems.

For a premium skincare brand, this might mean creating content about understanding your skin type, the science behind certain ingredients, or how to build an effective skincare routine for different combinations of skin type, skin concern, goal and age.

For a premium homewares brand, it might be styling tips, the story behind artisan makers, or how to create a beautiful space on any budget.

For a premium food brand, it might be recipes, cooking techniques, or the provenance of your ingredients.

The key is this: Your content should be so valuable that people would consume it even if they never bought from you. That’s the standard.

When you do this consistently, something powerful happens. You stop being just another brand trying to sell things and start being a trusted resource. An authority. Someone worth paying attention to.

And that authority is what allows you to command premium prices.

Principle #4: Strategic Social Proof

Now, here’s where it gets really interesting for brands.

One of the most powerful forms of content you can create is content that features your customers – their stories, their transformations, their genuine experiences with your products.

This is social proof, and it’s absolutely critical for premium brands.

Why? Because when someone’s about to spend $200 on your product instead of $50 on a competitor’s product, they need to feel confident in that decision. They need to see that others like them have made the same choice and loved it.

But here’s what makes this even more powerful in the AI era: User-generated content and customer testimonials are some of the most trusted forms of content by both humans and AI.

When real people are talking about your brand on YouTube, reviewing your products on their own blogs, posting about you on Reddit, or creating TikToks featuring your products – that sends massive trust signals.

AI sees that and thinks: “This brand is being talked about positively by real people. They must be legitimate and worth recommending.”

And potential customers see it and think: “Wow, people like me are loving this brand. I need to check them out.”

So as part of showing up like a media company, you need a system for consistently generating and deploying customer content.

And this is actually going to be the hero content in our repurposing strategy, which I’ll get to in just a moment.

Principle #5: Consistency Over Perfection

Here’s the last principle for the media company mindset, and it’s one I really need you to hear:

You don’t need to be perfect. You need to be consistent.

I see so many brand owners get paralysed by perfectionism. They don’t publish the blog because the photos aren’t quite right. They don’t post the video because their hair looked a bit weird or because they felt like they didn’t know exactly what to say.

Meanwhile, their competitors – who are 80% as good but posting 5x more often – are building authority and getting found.

In the AI era, consistency beats perfection every single time. Because AI rewards recency and volume of quality content, not just occasional perfection.

So please, give yourself permission to show up consistently even when it’s not perfect. Your audience – and the AI algorithms – will reward you for it.

Alright, that’s the media company mindset. Now let’s talk about how to actually deliver on all of this without burning out.

Part Two: Deliver Like A Tech Company

This is where we talk about working smarter, not harder.

Because here’s the reality: If you try to manually create and post unique content on every platform every day, you will burn out. Guaranteed.

But if you build systems, use AI tools strategically, and automate the repeatable stuff, you can create that media company presence without needing a team of 20.

Let me show you how.

Strategy #1: AI-Powered Content Creation

Let’s start with the obvious one. AI tools can dramatically speed up your content creation process when used correctly.

Notice I said “when used correctly.” Because AI alone won’t create the kind of authentic, authority-building content your premium brand needs. But AI as a collaborator? That’s powerful.

Here’s how I use AI in my own content creation:

For writing: I use Claude or ChatGPT to help me expand outlines, improve clarity, research topics, and generate first drafts that I then personalise and refine. The key word there is “personalise.” I never publish AI content as-is. But having it generate that first draft saves me hours.

For video scripts: I’ll feed AI my main talking points and have it structure them into a clear script. Then I make it sound like me.

For social media posts: I’ll give AI a longer piece of content – like a blog post – and ask it to extract key insights and turn them into social posts. Again, I edit these to add my voice and personality.

For research: I use AI to analyse trends, compile competitive intelligence, and identify content gaps in my market.

The pattern you’ll notice is that AI does the heavy lifting and speeds things up, but I’m still adding the human touch that makes it authentically mine.

And for a unique and innovative brand, that authenticity is non-negotiable. Your customers can tell when something’s been entirely AI-generated, and it erodes trust.

Strategy #2: Automated Distribution Systems

This is where you really start to leverage technology like a tech company.

Once you’ve created your content, you need systems that automatically distribute it across channels without you having to manually post everywhere.

There are tools for this:

• Tools like Buffer for scheduling social media posts across multiple platforms
• Zapier for connecting different tools 
• Klaviyo for automated email sequences
• RSS feed tools to automatically share new blog content

And loads more. I also use tools like Asana that have project templates for my team to follow a systemised process, so each piece of content I create gets turned into multiple pieces of content for all the different channels, and ultimately we get the best reach and also return on effort. 

So the goal is to set up workflows where you create content once, and your systems handle getting it out everywhere it needs to go.

The goal is to create one hero piece of content and turn that into 10 pieces of content for different platforms:

1. You publish a new blog post on your website
2. This gets turned into posts to your social media channels with custom captions
3. These posts also become ads
4. An excerpt gets sent to your email list with a related offer or product CTA
5. A video version goes onto YouTube
6. A related version of your blog is loaded up onto Linkby and pitched to media outlets and becomes multiple editorial pieces
7. You share a synopsis of the blog &/or editorial pieces along with your offer or product CTA with your brand reps who also spruik about it on their IG or TT
8. And so on…

This stuff sounds complicated, but once it’s set up, it just runs..

Strategy #3: AI-Enhanced Personalisation

Here’s where things get really exciting for brands like yours.

Your customers expect personalised experiences. They want to feel seen, understood, and catered to. That’s part of what they’re paying for with a premium product.

But how do you deliver personalisation at scale when you’re a small team?

You use AI.

This might look like:

• Personalised email sequences based on customer behaviour and purchase history
• Product recommendations powered by AI that actually understand customer preferences
• Chatbots that can answer common questions 24/7 and direct people to the right products
• Dynamic website content that adapts based on where someone came from or what they’ve looked at

The beauty of this is that once it’s set up, AI delivers that personalised experience to every single customer without you having to manually do it.

One of our brands, Indagare Natural Beauty, set up an AI-powered quiz on the website that asks customers about their skin type, skin concerns, lifestyle and routine preferences, and more. Based on the answers, it recommends specific products and explains why they’re perfect.

That quiz runs 24/7, delivers a premium personalised experience, and converts at nearly 40% – meaning 40% of people who take it end up making a purchase.

And it required about 10 hours of setup work total. That’s the leverage of tech.

Strategy #4: Data-Driven Optimisation

Tech companies don’t guess. They test, measure, and optimise based on data.

You need to do the same.

This means:

• Tracking what content performs best and doubling down on those topics and formats
• Understanding your customer journey and optimising the points where people drop off
• A/B testing your email subject lines, landing page headlines, and call-to-actions
• Using analytics tools to understand where your traffic comes from and what converts

Now, I know analytics can feel overwhelming. But here’s the good news: AI tools can now analyse your data for you and tell you what matters.

You can literally export your data from multiple channels, feed it to ChatGPT or Claude, and ask: “What are the key insights here? What should I focus on?”

It will tell you. AI can find patterns and opportunities that would take you hours to spot manually.

This is delivering like a tech company. Using data to get smarter and faster.

Strategy #5: Systems That Scale

The final piece of delivering like a tech company is building systems that can scale without you having to scale your team proportionally.

This means documenting your processes, creating templates, and building frameworks that can handle growth.

For example:

• Content templates so you’re not starting from scratch every time
• Email sequence templates for different customer journeys
• Social media caption banks you can pull from
• Video script structures you can reuse
• SOPs (Standard Operating Procedures) for your most repeated tasks

When you build these systems, you can bring on contractors or team members and they can plug right in. Or you can use AI tools to execute these systems even faster.

The goal is that your business isn’t dependent on you personally doing every single task. The systems do the work, and you focus on strategy and the high-value stuff only you can do.

This is how you compete with bigger brands despite being a small team.

Alright, now here’s where we bring this all together with a practical, actionable strategy.

The Hero Content Strategy: One Piece, 15+ Placements 

So we’ve talked about showing up like a media company and delivering like a tech company. Now I want to show you exactly how to do both with maximum efficiency.

This is an updated version of a strategy I’ve taught for years, but we’re adapting it for the AI era and the search-everywhere reality we now live in.

The concept is simple: Create one piece of “hero content” and strategically repurpose it into 15 or more different placements across all the channels where your customers search and where AI learns.

Step 1: Choose Your Hero Content Format

Your hero content needs to be rich, authentic, and valuable enough that it can be broken down and repurposed in multiple ways.

One format I recommend – especially for premium brands – is customer testimonial videos.

Here’s why these are perfect:

1. They’re the most trusted form of content (Nielsen research shows customer testimonials are trusted by 70% of people)
2. They provide social proof that premium buyers absolutely need
3. They give you content featuring real people, real experiences, and real emotions
4. They can be repurposed into more formats than almost any other type of content
5. They’re exactly the kind of authentic, human content that performs well in the AI era

Now, you want to collect these properly. I teach a whole framework called the “Brand Rep Blueprint” for turning customers into ongoing content creators, but let me give you the quick version:

How to collect testimonial videos:

Email a segment of recent customers (say, purchases in the last 6-12 months) and ask them to create a short video testimonial. Offer an incentive – maybe entry into a draw to win a significant prize or a discount on their next order.

Give them three questions to answer:

Q1: “Before” – How were things before you found our product? What problem were you trying to solve or what were you looking for?

Q2: “During” – What specifically do you love about our product and your experience buying from us? Be specific!

Q3: “After” – How are things now? Would you recommend this product to others?

Tell them how to shoot it: Use their phone in portrait orientation, make sure there’s good light on their face, minimal background noise, and keep it natural and conversational.

Make it easy to submit – give them a Dropbox link or use a tool like VideoAsk.

Email your list three times over a couple of weeks to remind them, and maybe post about it on social too.

You’ll be amazed at how many customers are willing to do this, especially if you’ve built a strong relationship with them.

Step 2: The Repurposing Framework

Alright, so you’ve collected some brilliant customer testimonial videos. Now here’s where the magic happens.

You’re going to turn each video into presence across 15+ different channels. And we’re going to use AI tools to help us do it fast.

Placement #1: YouTube Upload the full testimonial video to your YouTube channel. YouTube is the second-largest search engine in the world and a massive AI training source. Optimise your title, description, and tags with natural language questions people might ask.

Placement #2: Your Website Blog Create a blog post featuring the testimonial. Structure it like this:

• Attention-grabbing headline
• Introduction to the customer’s problem
• Their experience with your product (embed the video here)
• Key takeaways and the transformation they experienced
• Call-to-action featuring the products mentioned

Use AI to help transcribe the video and turn it into well-written prose.

Placement #3: Pinterest Create a title graphic for your blog post and pin it to Pinterest with a link back to the blog. Pinterest is still a massive traffic driver for product-based businesses, and AI tools can help you create eye-catching graphics in minutes with Canva’s AI features.

Placement #4-7: Social Media Posts (Multiple Platforms) Pull quotes, create still images from the video, or post short clips to:

• Instagram (Feed and/or Reels)
• TikTok
• Facebook
• LinkedIn (if relevant for your brand)

Use AI tools to generate multiple caption variations, extract the best quotes, and suggest hashtags.

Placement #8: Instagram or TikTok Carousel Turn the key points from the testimonial into a carousel post with 5-7 slides highlighting the transformation, specific benefits, and the before/after story.

Placement #9: Your Website Testimonials Page Add the video and transcript to your dedicated testimonials page. This builds massive trust when people are in research mode.

Placement #10: Product Pages Embed relevant testimonial videos directly on your product pages, ideally in tabs under the Add to Cart button. This social proof at the point of purchase is incredibly influential.

Placement #11: Email Marketing Feature the testimonial in an email to your subscriber list. Include an excerpt from the video, showcase the products mentioned, and maybe add an incentive. Use your email automation tool to schedule this strategically.

Placement #12: Welcome Email Sequence Add the testimonial into your automated new subscriber welcome flow. The second or third email is perfect for featuring social proof. This runs on autopilot forever.

Placement #13: Audio Version/Podcast Use AI tools like Descript or ElevenLabs to create an audio-only version of the testimonial (or better yet, a compilation of several testimonials with your narration between them). Host this as a podcast episode on Spotify, Apple Podcasts, and embed it on your blog.

Placement #14: Paid Advertising Use testimonial videos in your paid advertising – both cold traffic ads (to build trust with new audiences) and warm retargeting ads (to overcome objections for people who’ve already visited your site).

Placement #15: LinkedIn Article If you’re building thought leadership, turn the customer story into a LinkedIn article about the problem your product solves, featuring the testimonial as a real-world example.

Placement #16: Reddit Participation Find relevant subreddits where people ask questions your product answers. When appropriate and genuinely helpful, share insights from customer experiences (don’t just spam links – add real value to the conversation).

Placement #17: Digital PR/Press Release Package the testimonial into a press release format following the Attention, Interest, Desire, Social Proof, Action structure. Distribute it to relevant media outlets and industry publications.

Can you see how powerful this is?

One video testimonial just became presence in 17+ different places where people search and where AI learns about your brand.

And here’s the beautiful part: You can use AI tools to help you execute most of this in a fraction of the time it used to take.

Step 3: Build the AI-Powered Workflow

Here’s how you actually implement this efficiently:

1. Collect the video (manual, but you only need to do the outreach once every quarter or so)

2. Use AI transcription – Tools like Descript or even ChatGPT (if you feed it the audio) can transcribe the video accurately

3. Use AI to repurpose – Feed the transcript to Claude or ChatGPT with prompts like:
   • “Turn this into a 500-word blog post”
   • “Extract 5 quotable moments from this testimonial”
   • “Write 10 different social media captions featuring this customer story”
   • “Create a LinkedIn article based on this customer experience”
4. Use AI design tools – Canva’s AI features can help you quickly create graphics, or use tools like Photoroom to create professional-looking images

5. Use automation tools – Set up Zapier workflows or use scheduling tools like Metricool to automatically post to multiple platforms

6. Track with AI analysis – Use analytics tools and have AI help you interpret which content performs best
   

The entire process from one video to 17 placements can now be done in 4-6 hours instead of 20+ hours.

That’s the power of combining media company thinking with tech company execution.

Step 4: Rinse and Repeat

The key is consistency. Aim to collect and deploy 2-4 customer testimonial videos per month. That gives you 24-48 pieces of hero content per year, which becomes hundreds of placements across all channels.

And remember – each piece of content you create builds your authority, feeds AI with information about your brand, and creates more opportunities for customers to discover you.

Over time, this compounds. You become impossible to ignore in your space.

Making This Work With Limited Resources 

I know some of you are thinking: “Catherine, this still sounds like a lot of work.”

So let me give you some practical resource management strategies:

Start Small, Scale Smart

You don’t need to do all 17 placements immediately. Start with the top 5 that will have the biggest impact for your business.

For most e-commerce brands, I’d suggest:

1. Your website blog
2. YouTube
3. Instagram or TikTok (whichever your audience uses more)
4. Email marketing
5. Linkby for PR coverage

Get consistent with those five, then add more channels as you build the muscle.

Batch Your Work

Set aside one day per month for your “content operations” where you process all the videos you’ve collected, create your repurposed content, and schedule everything.

Batching is dramatically more efficient than trying to do this weekly or daily.

Use AI as Your Team Member

Think of AI tools as free team members. You wouldn’t expect to do everything yourself if you had a team, so don’t try to do it without AI either.

Assign AI tools specific jobs:

• Claude as writer and strategist
• ChatGPT as researcher and brainstormer
• Canva AI as designer
• Descript as video editor
• ElevenLabs as voice-over artist

These “team members” work 24/7, never complain, and cost a fraction of hiring humans.

Outsource the Repeatable Stuff

Some tasks are worth outsourcing to a VA or contractor, especially the repeatable, low-dollar-per-hour tasks:

• Video editing
• Graphic creation (if you’re not design-inclined)
• Social media scheduling
• Responding to comments

Keep the strategy, brand voice, and customer relationships in-house. Outsource the execution of your systems.

Focus on Quality Over Quantity in the Beginning

It’s better to do 5 placements really well than 17 placements poorly. As you build efficiency and systems, you can scale up.

But always prioritise quality and authenticity – that’s non-negotiable for premium brands.

The Long Game: Building Unshakeable Authority 

Here’s what I want you to understand about this approach:

This isn’t a quick-win tactic. This is a long-game strategy for building genuine, unshakeable authority in your space.

When you show up like a media company consistently – providing value, building trust, being everywhere your customers search – something powerful happens over time.

You stop having to convince people to buy from you. They come pre-sold.

They’ve watched your videos. They’ve read your blogs. They’ve seen your customer testimonials. They’ve learned from your content. They trust you.

And when that happens, premium prices become easy to command because you’re not being compared to cheaper alternatives anymore. You’ve already established yourself as different. Better. Worth it.

This is especially powerful in the AI era because AI is increasingly good at identifying true authority and expertise. It’s getting harder to game the system with tricks and hacks.

But when you’re genuinely providing value, being talked about by real people, showing up across multiple platforms, and building real trust? That’s what AI rewards.

And more importantly, that’s what your customers reward with their loyalty, their repeat purchases, and their word-of-mouth recommendations.

The brands that are going to thrive over the next decade are the ones building this kind of authentic authority right now.

Will it be you?

Your Action Steps

Alright, let’s make this practical. Here’s what to do after you finish listening to this episode:

Step 1: Choose your hero content format. I’ve suggested customer testimonial videos, but it could also be expert interviews, behind-the-scenes footage, educational tutorials, or founder stories. Pick what makes sense for your brand.

Step 2: Map out your top 5 channels where you’ll repurpose this content initially. Don’t try to do all 17 yet.

Step 3: Set up your AI tools. Get set up with Claude or ChatGPT Plus, Canva, and whatever automation tools make sense for you.

Step 4: Create your first piece of hero content this week. Or reach out to customers to collect testimonials if that’s your chosen format.

Step 5: Use AI to help you repurpose it into your top 5 channels. Get comfortable with the process.

Step 6: Schedule a monthly content operations day in your calendar where you’ll batch create and schedule content.

That’s it. Six steps to start showing up like a media company and delivering like a tech company.

The future belongs to brands that understand this new reality.

Brands that show up like media companies – building authority, creating emotional connection, and providing genuine value.

Brands that deliver like tech companies – using AI and automation to work smarter, personalise at scale, and optimise based on data.

And brands that do this consistently, even when they’re small teams running on limited resources.

Because here’s the truth: Your size doesn’t matter anymore. Your ability to create valuable content, show up where it matters, and use technology leverage – that’s what matters.

The AI era hasn’t made it harder for brands. It’s actually made it easier – if you know how to play the new game.

So stop trying to compete on the old rules. Stop thinking you need a massive team or budget. And start thinking like a media company and tech company hybrid.

Your customers are out there searching. AI is learning. And there’s a spot at the top of your category with your name on it.

Go claim it.