Building A Thought Leader Ad Flywheel

Who’s got time to constantly be creating new ad content?

Unless you have access to dedicated design resources, that also have plenty of bandwidth (luck you), it can be tough to consistently put together new ads for paid media campaigns. Despite all of the claims from various AI tools, I’m still yet to see a quality image or video delivered without the need for some original thought and fairly heavy editing.

Knowing this, I like to do what I can to help my clients out with new creative. I believe it’s my job to make their lives easier, not busier.

The combination of these challenges is part of the reason that I love testing thought leader ads on LinkedIn. I’ve set up a streamlined process to create new ads on a regular basis, and this ad format tends to perform much better than ads coming from a company page.

For one client in particular, I’ve developed a pretty simple process:

1. Takes notes during meetings, and create action items around interesting content topics

2. Add these topics to my content backlog, and triage based on priority and relevancy

3. Turn to ChatGPT with a prompt to create a new series of content

   1. I’ve got a running thread that references existing content from this client across their site and social, and also has information about this client’s ICP

4. From here ChatGPT produces one blog post, several emails, and several social posts

5. I pass the social posts along to the sales team for some review and editing

6. The sales team publishes these posts that we then use as thought leader ads

When analyzing ad performance, these ChatGPT-written ads still drive strong engagement and influenced pipeline, even with minimal revisions.

This process has been working so well that my client and I have more potential posts that we can use within a given testing period. Definitely a good problem to have, and something we plan to continue leaning into!

Have questions, considerations, or critiques? I’d love to hear them! If you’re reading this via email, just hit respond. Otherwise, you can find me on LinkedIn.