AI can produce content quickly, but speed does not supply missing customer understanding. In this lesson, Carlos Sanabria explains why conversations, product behavior and an organized CRM should come before content automation.
The goal is to turn a real customer problem into a useful original asset, then adapt that asset for the channels the audience already uses.
What you'll learn.
- Build content from customer conversations and observed product behavior.
- Keep audience and lifecycle data organized before adding automation.
- Create one substantial asset before adapting it into shorter formats.
Start with customer context.
A tool that enriches contact information cannot tell you whether you chose the right customer profile. Similarly, generating content from an incomplete CRM does not resolve uncertainty about who the audience is or what they need.
Carlos points to several common gaps: unrecorded customer conversations, missing product insights and unclear lead stages. Each gap limits the quality of the material an AI system can use. Fixing those inputs is part of the content process.
Connect conversations, behavior and the CRM.
Record the customer’s description of the problem, compare it with what users do in the product and keep the relevant account information up to date. The recording discusses tools as examples of ways to collect and connect those sources.
These sources answer different questions. A conversation can explain frustration, product analytics can show where it appears and the CRM can place it in the context of a customer relationship. Together they provide a more grounded starting point than a generic topic prompt.
Choose a problem worth explaining.
The example returns to an agriculture business whose customers lack visibility into crop transportation. That recurring concern could become a framework, lesson, webinar, white paper or case study.
The value comes from the business’s perspective and the evidence behind it. Explain what the customer is trying to accomplish, where the process breaks down and what the business has learned about addressing it. The original asset should help a reader think or act more clearly.
Adapt the asset for distribution.
Once the substantial asset exists, adapt its ideas into shorter posts, emails, articles or video excerpts. Preserve the original problem and the useful insight while changing the format for each channel.
This sequence gives the shorter pieces a common foundation. It also makes review easier: you can trace a claim back to the underlying conversation or analysis, instead of maintaining several unrelated pieces of generated copy. Choose distribution based on the ICP’s habits and sources of trust.
Useful content begins with something worth knowing about the customer. Organize that knowledge first, build an original asset from it and use AI to help adapt the material without losing its grounding.
