Content Marketing with AI: How Teams of 2 Operate Like a Team of 20

Regardless of what LinkedIn gurus might tell you, SEO is NOT dead—and content is still king. But consistently creating high-quality, engaging content remains a major challenge, especially for small marketing teams with limited resources.

AI-powered content creation is changing that. With AI, even a team of two can operate like a team of 20—or more.

To explore how AI is transforming content marketing, we spoke with Matt Hogan, VP of Marketing at HG Insights. His team is leveraging AI-driven workflows to scale content production, streamline processes, and collaborate cross-functionally within their go-to-market (GTM) strategy.

"Our team of two is operating like a team of 20. And honestly, coming out of SKO last week, it might need to be 200."
— Matt Hogan, VP of Marketing, HG Insights

Throughout our conversation, Matt shared insights on:

• The mindset shifts required for AI adoption
• How to build a scalable, AI-driven content flywheel
• Practical strategies for implementing AI in content workflows
• How to align AI content marketing with GTM strategies

For marketing teams ready to embrace AI, the potential to scale content production is immense—but unlocking it requires more than just new tools. It demands a new way of thinking about content creation itself.

AI-Powered Content: Does It Live Up to the Hype?

Many content marketers are skeptical about AI. They’ve tried tools like ChatGPT, received generic, uninspiring content, and dismissed AI as ineffective.

But the problem isn’t AI itself—it’s how we use it.

AI is not a replacement for content marketers. Instead, it is a force multiplier—helping teams:

• Accelerate content workflows and streamline manual tasks
• Generate structured, high-quality first drafts faster than ever
• Repurpose and scale content across multiple formats and channels
• Automate research-heavy tasks to free up more time for strategy

By leveraging AI strategically, teams can increase output, improve efficiency, and maintain content quality—all without additional headcount.

1. Scaling Content Production with Small Teams

One of the biggest challenges in content marketing is keeping up with the demand for high-quality content—especially with limited resources.

At HG Insights, Matt’s team has turned AI into a competitive advantage by:

• Reducing the time required to create content from hours to minutes
• Generating structured content outputs that align with brand voice and messaging
• Repurposing existing assets across multiple formats and distribution channels

"We’ve taken the time to learn it, and now it snowballs. What was 20 hours is like 3 hours of human time."

How to Implement This in Your Content Strategy

1. Identify low-hanging fruit – Start with tasks AI can handle well, such as outlining blog posts, summarizing transcripts, or generating social media copy.
2. Leverage AI for first drafts – Use AI to generate structured content, then refine and personalize it for final publication.
3. Think beyond automation – AI helps compress time to first draft, but human marketers refine, optimize, and personalize content to maintain quality.

2. Codifying Content Creation Processes

Many marketers assume AI can’t create great content because they expect it to deliver a perfect final draft on the first try. But in reality, AI is only as good as the process it follows.

The key to high-quality AI-generated content? Codify your content creation process into structured workflows.

Rather than prompting AI with vague requests like "Write a blog post about X," break down your content process into structured steps:

• Title generation – AI creates multiple title options based on SEO and engagement data.
• Subheaders and hooks – AI suggests engaging ways to structure your article for maximum impact.
• Introduction drafting – AI generates multiple variations of an opening paragraph.
• Content structuring – AI follows a structured outline (problem, solution, key takeaways) to create body content.
• Call to action (CTA) – AI suggests action-oriented closings tailored to your goals.

By structuring content creation in this way, AI can handle the heavy lifting while marketers focus on refining and optimizing output.

How to Implement This in Your Content Strategy

1. Map out your best practices – Define what makes a great blog post, case study, or email. Codify these into structured AI workflows.
2. Use AI to create structured content – AI can generate headlines, outlines, and body content based on predefined structures.
3. Iterate and optimize – Fine-tune AI workflows over time to improve output quality and align with brand voice.

3. The AI-Driven Content Flywheel Approach

At HG Insights, Matt’s team has implemented a "content flywheel" approach, using AI to transform a single content asset into multiple deliverables across different formats and channels.

How the Content Flywheel Works

1. Start with a single high-quality source asset – This could be a recorded webinar, SME interview, or podcast episode.
2. Transcribe and extract insights – Use AI to convert the conversation into written form and identify key themes.
3. Generate multiple content formats from the transcript:
   • Blog posts and articles
   • Social media posts
   • Email campaigns
   • Short-form videos and clips
   • eBooks and guides
4. Distribute across multiple channels – Repurpose content for different platforms to maximize reach and engagement.

"All you do—let’s say Kyle and I work together and every day at 10 a.m., we get on video, record a high-quality conversation. That asset could be a YouTube video, a podcast, a blog post, or even a short-form social video. AI makes it easy to scale from a single recording."

How to Implement This in Your Content Strategy

1. Prioritize video and audio content – Recorded conversations with SMEs or industry experts provide a rich source of original insights.
2. Use AI to repurpose content across channels – AI can transcribe, summarize, and format content for different platforms.
3. Maximize distribution – Don’t let great content sit unused—leverage AI to adapt and distribute it at scale.

4. Working Cross-Functionally with AI in the GTM Strategy

AI-driven content marketing doesn’t operate in a silo. To truly scale impact, AI must be integrated across the entire go-to-market (GTM) motion.

At HG Insights, AI-powered content workflows are helping:

• Sales teams generate account plans based on AI-driven research.
• Product marketing teams create targeted messaging for different personas and industries.
• SDRs and AEs align their outreach with AI-generated insights on customer pain points.

This alignment between marketing, sales, and product teams allows for consistent messaging, increased efficiency, and better customer engagement.

How to Implement This in Your GTM Strategy

1. Collaborate with sales and product teams – Identify content needs and align AI workflows with business goals.
2. Leverage AI for account-based marketing (ABM) – Use AI to generate persona-specific messaging and insights for target accounts.
3. Track AI-driven content performance – Measure engagement, lead generation, and sales impact to continuously refine strategies.

The Future of AI in Content Marketing

As Matt put it: "This is a paradigm shift. If you personally invest in learning AI, it will be transformational for your career."

AI isn’t just a trend—it’s the future of content marketing. By embracing AI-driven workflows, small teams can scale like never before, reduce manual work, and deliver high-impact content faster.

Start small, experiment with AI workflows, and watch your content marketing become more efficient, strategic, and impactful.