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Creative / make and market in the age of AI

Make it, then make it seen.

Find your pathThe Marketers path

Four lanes

Jobs / creative and marketing roles

All 28 open →

Workflows / one job, step by step

  • Create · Workflow

    Write a brand guide an agent can follow

    One file that makes every draft sound and look like you, whoever or whatever writes it.

    ClaudeFigma
    See the steps →
    1. Collect ten things you have made that you are proud of, and three you would never make.
    2. Ask Claude to describe the voice, the words you use and the words you avoid, from those examples.
    3. Put your colours, type and logo rules in the same file, with a do and a don’t for each.
    4. Test it: ask for a post, an email and an ad, and fix the guide wherever a draft goes wrong.
    5. Save it as the first thing every new chat, project or freelancer reads.

  • Create · Workflow

    Go from a moodboard to a first look in an afternoon

    Three directions for a campaign, good enough to choose between.

    MidjourneyFireflyCanva
    See the steps →
    1. Write the brief in five lines: who it is for, what they should feel, what they should do.
    2. Make twenty images per direction, then keep the four that fit the brief.
    3. Lay each direction out as a poster, a post and a page header.
    4. Show the three side by side and pick one before anyone polishes anything.

  • Produce · Workflow

    Turn one long video into a week of posts

    Five short clips, captions and a post for each, from one recording.

    DescriptOpusClipClaudeBuffer
    See the steps →
    1. Record one long video: a talk, a walkthrough or an interview.
    2. Edit it from the transcript, cutting the pauses and the false starts.
    3. Cut the five moments that stand on their own into vertical clips with captions.
    4. Write one post per clip that says why it is worth watching, in your own voice.
    5. Queue them across the week.

  • Produce · Workflow

    Add a voiceover, then dub it into a second language

    The same video, in two languages, without booking a studio.

    ElevenLabsDescript
    See the steps →
    1. Write the script and read it aloud once to find the lines that trip.
    2. Make the voiceover, then lay it under the cut.
    3. Dub the finished video into the second language.
    4. Have a native speaker watch it once before it goes out.

  • Market · Workflow

    Write a product page and test three headlines

    A live page, and a clear answer on which headline works.

    ClaudeFramer
    See the steps →
    1. List the three questions a buyer asks before they buy, and answer each in a sentence.
    2. Ask Claude for ten headlines from those answers, then keep the three that differ most.
    3. Build the page once and swap only the headline between versions.
    4. Send the same traffic to each version and keep the one more people act on.

  • Distribute · Workflow

    Plan a launch week

    A day-by-day plan for where the launch shows up, and who hears about it first.

    ClaudeKlaviyoBuffer
    See the steps →
    1. Write down the ten people and five places that matter most for this launch.
    2. Give each day one job: tell the list, show the work, answer questions, share what others said.
    3. Make every piece before the week starts, so the week is for replying.
    4. Email your list first, then post, then reach out to people one by one.

  • Distribute · Workflow

    Make short clips that send people to the long video

    Clips that each point to the full film, so a viewer has somewhere to go next.

    YouTube StudioOpusClip
    See the steps →
    1. Find where viewers stop watching the long video, and cut around those moments.
    2. Open each clip on the most interesting line, not the introduction.
    3. End each clip by naming the full video and where to find it.
    4. Post them over a fortnight and keep making the kind that sends people on.

Tools / what the work runs on

Create

Produce

Market

Distribute

Ideas / for marketing in the age of AI

  • Create

    Making things is cheap now. Taste is not: spend the time you saved choosing.

  • Create

    Write your brand down well enough that a stranger could make something on brand from it.

  • Create

    Show the work in progress. People follow a making, not only a launch.

  • Produce

    Record once, cut many times: one long piece can feed a week of short ones.

  • Produce

    Your own face and voice are the parts a machine cannot make for you.

  • Produce

    Fix the sound before the picture. People forgive a soft shot, not bad audio.

  • Market

    Answer the question your buyer types into a chatbot, on your own page, plainly.

  • Market

    Test the headline before you polish the page.

  • Market

    If everyone can write the generic version, the specific detail is what sells.

  • Distribute

    Own the list. A follower count belongs to the platform; an email list is yours.

  • Distribute

    Reply to everyone in the first hour after you post.

  • Distribute

    Every short piece should point somewhere longer.

Brands worth studying

  • DuolingoIts green owl runs one of the best-known brand accounts on TikTok.
  • SpotifyWrapped turns each listener’s own year into something they want to share.
  • GlossierGrew out of a beauty blog and built its products with its readers.
  • NotionIts users’ templates and creators do much of its marketing.
  • Liquid DeathSells canned water dressed like a heavy-metal band.
  • PatagoniaOnce ran an ad telling people not to buy its jacket.
  • FigmaBuilt a community where designers share files the whole world can copy.
  • AirbnbIts brand is made of its hosts’ own homes and photos.