Growing ICP Traffic 4x with AI-Powered Workflows

Discover how Chang Chen, a leading SaaS growth and marketing advisor and founder of hockeystick.io, leveraged AI workflows to drive impressive results for her portfolio of companies. They achieved a remarkable 4x increase in traffic among their ideal customer profile (ICP) within just six months by automating personalized content creation and optimizing for search engines. Join us as we explore the strategies and tools behind these amazing results!

Check out the full webinar recording here.

Quick Recap of Key Takeaways

• The highest leverage activities for AI-Workflows were the ability to streamline content creation and repurposing
• Traffic increased 4x among target ICP in 6 months
• Conversion rates boosted 23% as a result of the optimized content
• AI is best used to delegate repetitive, time-consuming tasks, while human expertise and trained AI models enrich content and implement a new localization framework, driving clicks, conversions, and scaling working processes efficiently.
  

The Challenge Faced

As a growth and marketing advisor, Chang faced the challenge of scaling high-quality content creation for their clients. Hiring and managing large teams of writers and editors proved to be a pain point, especially for early-stage startups with limited resources. The manual workflows involved in ensuring content met high standards were time-consuming and repetitive, making it difficult to balance speed and quality.

The Results Achieved

By implementing AI-powered workflows, companies saw:

• Increased traffic 4x among target ICP within 6 months
• Boosted conversion rates by over 20%
• Reduced content production costs significantly
• Streamlined workflows and automated repetitive tasks

Workflow Deep Dive

Programmatic SEO Hubs leveraging internal data

Chang’s Programmatic SEO (pSEO) structure leverages AI-workflows to help generate content targeting specific keywords and long-tail queries at scale.

• The enhanced content creation process begins with comprehensive keyword research. Instead of manually searching Google and reading through the top results, AI assists by scraping and summarizing the most relevant information, saving time on manual research.
• From there, an editor reviews the AI-generated summaries to create an article brief, ensuring the content aligns with the brand's voice and tone. The AI and human oversight work together to refine the brief and produce content that meets high-quality standards.
• Once reviewed, the final pages are published in Webflow directly from the AirOps Grid, making the process efficient while maintaining a high degree of personalization.

Combining human expertise with AI’s content generation capabilities enables brands to balance speed with quality, driving consistent traffic growth.

Content Creation and Repurposing

Content repurposing allows you to maximize the value of existing assets by transforming them into different formats for multiple platforms. The value of individual marketing assets is amplified when they can be reliably converted for cross-channel use.

Both Chang and Eoin demonstrated AI workflows that can repurpose content in ways like:

• Youtube video to Social-optimized clips
• Webinar recordings into long-form blog posts
• Recorded "hot takes" into social media posts and podcasts.

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Webinar recordings to long-form blog posts

Eoin demoed a workflow that transforms webinar transcripts into comprehensive blog posts by combining company background information, raw transcripts, contextual details about the event, and specific call-to-actions into a structured output. The workflow is enhanced by feeding it previous successful examples and best practices, using a system prompt that positions the AI as a content marketer for the company, and following a consistent structure that includes an overview, challenges faced, high-level results, and detailed workflow insights. He also demonstrated a new feature that automatically identifies and timestamps the most impactful moments from the webinar, making it easier to extract and highlight key insights in the resulting blog post without manually reviewing hours of content.

"Hot takes" to social media posts and podcasts

Here Eoin demonstrated a workflow that transforms initial topic hooks into social media posts by leveraging different writing styles (like Kieran Flanagan from HubSpot or Naval Ravikant) and prompt types (like industry insights or mentorship magic) to generate content that matches the desired platform and tone. The workflow first creates a longer-form version of the post, then condenses it into a punchier format suitable for platforms like LinkedIn, and finally extracts core talking points that can be used for video scripts or podcast outlines. As an example, he showed how a topic about AI detectors' limitations could be transformed into engaging social content, with the system generating both the main post and bullet points that could be used for a 30-60 second video script.

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These custom-built workflows integrate elements like brand tone, style and previous high-quality examples. Eoin’s example highlighted capturing previous top performing examples from a Knowledge Base, and similarly integrating required formats in user-assistant pairs within prompts. By enriching the process with such context higher levels of quality are achieved, and finally refined with human review.

By combining AI’s efficiency with human expertise, you can broaden the content’s reach while ensuring consistency and brand alignment across channels.

Key points:

• Maximize content value by repurposing across platforms
• Combine AI efficiency with human oversight for quality control
• Refine workflows to balance speed, quality, and brand consistency

Localization

Localization is essential for adapting your content to resonate with different markets across the globe. In recent years, translation tooling has made it very easy to directly translate your content into localized languages, however that content does not always meet the need of your new audience.

Rather than taking our existing content and simply translating it, Eoin suggested first looking at how customers in each target country actually search for and find  products. For example, while US customers might have searched for "wireless headphones," German customers often used completely different search terms based on their local preferences.

Within the framework discussed, AI workflows can prove very helpful in multiple steps:

1. Conducting local market research to identify region-specific keywords and cultural nuances. Both are necessary to truly capture the search traffic that exists for local search behaviors. This feeds directly into the content creation process.
2. AI can support content transformation by directly creating content in the local language that incorporates regional keywords and phrases, rather than translating existing content. This ensures the message is built from the ground up with local context and keywords in mind.
3. Cultural enhancement involves adapting your content to match local user expectations while maintaining your brand's core identity. Your content should feel native to the market while still carrying your brand's unique voice and values across all regions.
4. Regular monitoring of market-specific metrics, such as search rankings, engagement rates, and conversion data, helps validate the effectiveness of localized content. This data then feeds back into improving future content creation and ensuring ROI on localization efforts.

Best Practices and Key Learnings

Start Small and Iterate

Don't try to build a complex workflow all at once. Begin with a simple version that works, then gradually add complexity and functionality. This iterative approach allows you to test and refine each component of the workflow.

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Decompose Workflows into Modular Steps

Don't attempt to build a complex AI workflow from scratch! Begin with a simple, working version and gradually add complexity as you refine the process. Continuously experiment and iterate to find the optimal balance between automation and human oversight.

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Enrich Content with Proprietary Data and Unique Insights

To create engaging content and maintain high quality, ground it in proprietary data insights, such as product messaging, market research, user-generated content, and expert opinions. This approach ensures your content stays on-brand while providing unique value to your audience. By building repeatable processes with human oversight, you can scale effectively while maintaining consistency.

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Adapt to Evolving SEO and Search Landscapes

According to Chang, AI-native channels like Perplexity, ChatGPT, and AI-powered search features from Google and Bing are emerging as significant traffic sources. These platforms are reshaping how users discover information, with AI answer engines beginning to handle more top-of-funnel queries. Companies need to optimize their content specifically for these AI engines, similar to traditional SEO but with different tactics for each platform.

The shift toward AI-powered search is pushing content creators to move away from shallow, list-style articles that AI can easily generate. Instead, the focus should be on creating comprehensive, in-depth content with original insights, research, and unique brand positioning. This is particularly important as AI overviews start replacing simpler content, making middle and bottom-of-funnel content that's highly specific to products and solutions increasingly valuable for conversion.

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Leverage AI for Content Repurposing

Use AI to streamline content repurposing across various formats and platforms. For example, convert long-form videos into short clips for social media, or transform blog posts into Twitter threads or LinkedIn posts. AI can help you adapt content 10x faster while maintaining top-notch quality.

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Putting the Insights into Practice

The success of the companies Chang has advised demonstrates the power of AI workflows in driving growth and optimizing content creation. By starting small, iterating on your processes, and enriching content with unique data sources, you can harness the potential of AI to scale your content efforts and achieve impressive results.

To help you implement these strategies, AirOps is offering exclusive training opportunities for a limited number of attendees. Don't miss this chance to work with AirOps experts to craft custom workflows that will take your growth to the next level. Book time with a Growth Expert today!