6.1 — What to Measure and Why
The metrics that matter — and the vanity metrics to ignore
Likes aren't revenue
Likes aren't revenue. Followers aren't customers. This lesson covers which metrics actually matter for each type of content — and how to use AI to help you build a simple performance tracking system tailored to your goals.
Ask AI: 'I run a [business type] and my main marketing goals are [describe — e.g. leads, sales, awareness]. Help me define the 5-7 metrics I should track for each channel I use: [list your channels]. For each metric, explain why it matters and what a good benchmark looks like.'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
6.2 — Analysing Performance with AI
From data to insight to action
Having data is useless without interpretation
Having data is useless without interpretation. This lesson shows you how to paste performance data into AI and get genuine insight — what's working, what isn't, and what to do about it. No spreadsheet expertise required.
Pull data from any platform you use — even just a screenshot description. Ask AI: 'Here is my social media performance data for the last month: [describe or paste numbers]. Analyse this and tell me: what is working, what isn't, what I should do more of, and what I should stop.'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
6.3 — SEO Basics for Content Marketers
Making your content findable without becoming an SEO expert
You don't need to be an SEO expert — but you do need to understand how to write content that search engines can find
You don't need to be an SEO expert — but you do need to understand how to write content that search engines can find. This lesson covers keyword thinking, on-page basics, and how to use AI to optimise existing content for search.
Choose one piece of existing content — a blog post, a product page, anything. Ask AI: 'Review this content for basic SEO. Suggest: a stronger title tag, a meta description, natural keyword improvements, and any structural changes. Here is the content: [paste].'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
6.4 — Repurposing Content at Scale
One piece of content, everywhere
Creating from scratch every time is the biggest drain on marketing energy
Creating from scratch every time is the biggest drain on marketing energy. This lesson teaches you the repurposing workflow — how to take one piece of long-form content and systematically turn it into 10+ pieces across channels using AI.
Take one blog post, podcast episode, or video you've already created. Ask AI: 'Repurpose this content into: 3 LinkedIn posts, 5 Instagram captions, 3 email newsletter sections, 1 Twitter thread, and 2 short-form video script hooks. Here is the original: [paste or describe].'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
6.5 — Building Your Content Engine
The system that keeps running without burning you out
A content engine is a documented, repeatable process that produces consistent marketing output without you having to start from scratch every week
A content engine is a documented, repeatable process that produces consistent marketing output without you having to start from scratch every week. This lesson shows you how to design yours with AI as a permanent working partner.
Ask AI: 'Help me design a weekly content engine for [business type]. I can spend [X hours] on marketing per week. My channels are [list]. Build a repeatable weekly workflow that covers: planning, creation, scheduling, and review. Make it realistic and sustainable.'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
6.6 — Your Complete AI Marketing Toolkit
Prompt library, workflows, and what comes next
The most valuable thing you can leave this course with is a documented personal toolkit — prompts that work, workflows that save time, and a clear picture of where AI fits into your marketing
The most valuable thing you can leave this course with is a documented personal toolkit — prompts that work, workflows that save time, and a clear picture of where AI fits into your marketing. This lesson helps you build it.
Ask AI: 'Based on everything I've learned about using AI for marketing, help me build a personal prompt library. Include my best prompts for: social captions, email subject lines, ad copy, brand voice, content planning, and analytics review. Format as a reference document I can reuse.'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
6.7 — Measuring Your Results
Tracking the impact of your AI-powered marketing
How do you know if AI is actually helping? This lesson covers how to set up simple before/after measurement for your marketing — so you can see the time saved, the output increased, and the results improved
How do you know if AI is actually helping? This lesson covers how to set up simple before/after measurement for your marketing — so you can see the time saved, the output increased, and the results improved.
Ask AI: 'Help me create a simple monthly marketing dashboard. I want to track: time spent on content creation, number of pieces published, top-performing content, email open rates, and leads generated. Create a template I can fill in each month.'
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.
6.8 — Final Exercise — Your Content Marketing System
Build and document your complete AI marketing system
The capstone exercise
The capstone exercise. Document your complete content marketing system: channels, pillars, workflows, prompt library, and measurement dashboard. This is the deliverable that earns your certificate.
Three-part submission: (1) Your documented brand foundation (voice guide, content pillars, brand story). (2) Your weekly content workflow covering all channels. (3) Your personal prompt library with at least 10 prompts across different marketing tasks.
Pay attention to how AI structures its response. Is it giving you something genuinely useful, or something generic? The difference is almost always in the specificity of your prompt — the more context you give, the better the output.
Applying this in practice
The real skill here isn't getting AI to produce something — it's knowing when the output is good enough to use and when it needs refinement. Review everything AI produces through the lens of your specific audience. If it could have been written for anyone, it needs more work.
AI handles the first 80% — structure, vocabulary, volume. You provide the remaining 20% — your specific audience insight, your brand voice, your judgment about what will land. Neither alone produces great marketing.