AI-Powered Content Marketing: Lessons from Co-creating MyShowRunner for Podcasters

Let's be real: creating good content takes time (ie: costs money)

Let’s take a look at podcasting as an example. 

Podcasting is time-consuming. 

From researching your guests to preparing interview questions, recording, editing, and distributing the micro content that comes from your episodes - there are a million moving parts. And if you’re a small team or a solo entrepreneur, it can feel like you’re running a marathon every time you book a guest.

Enter AI.

When Dan Sanchez , a podcasting supremo and fellow AI optimist, showed me some of the ways in which my existing (and VERY ROBUST) research process could scale with custom GPTs, it blew my mind. 

And led to us co-creating MyShowRunner, which, I kid you not, he built in a weekend.

A pre holiday weekend no less!!!!!!!!!!!!! 

I knew we were onto something game-changing with this one. 

MyShowRunner is an AI-powered tool designed to streamline podcast prep, helping podcasters reduce the manual labour that goes into research and interview planning. 

The result? 

You save hours each week and get to focus on what matters most - delivering valuable, high-quality content to your audience.

Working on this AI-powered project for podcasters taught me several key lessons about the future of content marketing and how AI can enhance the content creation and delivery experience in ways that go far beyond what we could have imagined even just a few years ago. 

I want to share a couple of those lessons with you.

Lesson 1: Automate the Tedious, Reclaiming your Time

One of the most valuable aspects of MyShowRunner is its ability to automate the repetitive tasks that podcasters often dread. 

Imagine this: instead of spending hours researching a guest’s background, scouring their LinkedIn profile, or reading their past interviews, MyShowRunner does all that for you in minutes.

With AI-powered tools like this, you’re not just getting a list of questions, you’re getting contextually relevant questions based on your guest's expertise, the themes of your podcast, and even current events. 

It’s personalized, detailed, and fast.

For someone like me, who juggles multiple hats in my business, this kind of automation is a godsend. 

AI doesn’t just save me time; it gives me back mental bandwidth. 

The energy I used to spend on podcast prep can now be channeled into more creative endeavors - like thinking about how I can provide deeper value for my audience or how I can improve the overall podcasting experience.

Lesson 2: AI as a Co-Creator, Not Just a Tool

When we think about AI, it’s tempting to view it as just a tool that executes commands. 

But really!!! 

AI can serve as a co-creator in your content production process. 

In building MyShowRunner, we leaned heavily into the idea that AI shouldn’t just execute - it should collaborate and serve as your second brain.

Here’s how that works: rather than simply using AI to spit out generic questions or canned responses, I treat AI as a collaborative partner. For example, after generating a list of questions from MyShowRunner, I often use AI to refine them further. I’ll input my own preferences or insights, and the AI adjusts accordingly, producing an even more nuanced, tailored list that’s better aligned with my voice and the direction I want to take the interview.

AI helps fill in the gaps where human knowledge or time falls short. It’s a companion that helps you do the thinking and strategizing, freeing up your headspace to focus on the big picture. 

This is why I always tell my clients and collaborators: think of AI as your second brain. It’s not about automating everything and walking away - it’s about enhancing your process and decision-making with AI’s help.

It’s no longer a question of whether AI will impact content marketing - it’s a question of how well you’ll leverage it. 

How are you using generative AI?

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