Transform your content with generative AI
Generative AI for Content Marketing: Search, Social, Web & Email
This two-day, in-person intensive is designed for marketing leaders ready to industrialise content creation using AI, safely, strategically and at scale. You’ll learn how to deploy AI systems, agents and tools across your content stack to drive performance, streamline workflows, and unlock capability across your teams.
BDAY OFFER: Save 30% until 31 OCT
What you will learn
✓ How to build a content strategy designed for generative AI scale
✓ How to use AI to generate SEO, social, email and on-site content
✓ How to deploy AI agents and custom GPTs across your content workflows
✓ How to integrate tone-of-voice guides and brand lexicons into AI tooling
✓ How to implement human–AI collaboration models across teams
✓ How to build team playbooks, prompt libraries and training pathways
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SAVE 30% UNTIL 31 OCT
Save on In-Person Training, Membership, Online Courses and One-to-one Coaching
BOOKING OPTIONS
COURSE ONLY
ONE DAY ONLY-
In-Person Training attendance to either Day One or Day Two only.
OR
MEMBERSHIP
12 MONTH ACCESS-
2 x In-Person Training Days
-
12 months of ongoing online Training, help & support
Why do this course
Content is the heartbeat of modern marketing. Yet most teams are under pressure to do more with less, across more channels, with greater personalisation, faster turnaround, and fewer resources.
Generative AI is reshaping what’s possible across content production, enabling marketers to produce on-brand, high-performing assets for search, social, web and email in a fraction of the time.
But AI-generated content without structure leads to inconsistency, risk and missed commercial opportunity.
This two-day, in-person intensive is designed for marketing leaders ready to industrialise content creation using AI, safely, strategically and at scale.
You’ll learn how to deploy AI systems, agents and tools across your content stack to drive performance, streamline workflows, and unlock capability across your teams.
Course Outline
DAY ONE: Building AI-Powered Content Engines
Reframing content marketing in the age of AI
- How generative AI is reshaping the content lifecycle
- What’s changing across teams, tooling and timelines
- Where productivity gains stop, and strategic systems begin
- Budgeting for AI capability: where to invest and what to avoid
Building an AI-aligned content strategy
- Connecting AI-generated content to funnel objectives
- Aligning prompts with user intent, personas and media mix
- Mapping human vs AI roles across planning, creation and QA
- Defining responsibilities and review layers within cross-functional teams
- Developing brand-safe prompt libraries across use cases and channels
Creating AI-ready content for search and web
- Building SEO-driven content frameworks with AI
- Using ChatGPT, Claude and Gemini to produce scalable on-page assets
- Avoiding hallucinations, duplication and compliance pitfalls
- Structuring CMS workflows with editorial checks and automation
- Generating content variants for structured A/B and MVT testing
- Preparing AI content for multi-language and localisation use
Using AI to scale creative output for social media
- Designing prompt libraries for platform-specific formats
- Creating multi-version content across Meta, LinkedIn, TikTok and YouTube
- Using AI to script and version short-form video content
- Integrating tools like Runway, Pika and Sora into your content workflow
- Testing and iterating social content with AI-led optimisation frameworks
- Aligning AI-generated social assets with campaign messaging and paid media
Preparing your team and tools for AI-powered delivery
- Auditing your current content workflows for AI integration opportunities
- Identifying key tooling gaps and overlaps across creative, media and CRM
- Establishing editorial and performance benchmarks for AI content
- Building internal capability without over-relying on external tools
- Introducing AI to teams without disrupting culture or control
DAY TWO: Embedding AI into Teams, Tools and Governance
Enhancing email and CRM performance with generative AI
- Prompting for subject lines, body copy and dynamic content
- Using GenAI to power lifecycle journeys and behavioural triggers
- Mapping content to CRM data signals without breaking compliance
- Creating structured variant testing for open rates and conversion
Governing content quality, brand voice and legal risk
- Creating brand lexicons and tone-of-voice reference materials
- Training GPTs or Claude on house style, persona and compliance docs
- Structuring human-in-the-loop editorial reviews and QA layers
- Managing disclosure, IP ownership and hallucination risk
- Identifying and addressing bias in AI-generated content
- Embedding fairness, representation and cultural sensitivity into AI outputs
Deploying AI agents and Custom GPTs for content teams
- Designing internal AI assistants by function: copy, SEO, legal, QA
- Building and maintaining custom GPTs or Claude Tools for brand use
- Integrating brand governance into role-based AI agents
- Managing agent behaviour, escalation protocols and auditability
Integrating generative AI into your content stack
- Mapping tools to purpose: copy, video, email, SEO, social
- Workflow integration with CMS, CRM, ESPs and analytics
- Using Airtable, Zapier and low-code tools to connect your stack
- Demo: Brief to publish via AI – a multi-channel pipeline in action
- Creating internal playbooks, training assets and prompt libraries
- Structuring centres of excellence vs decentralised team rollout
Measuring content effectiveness and scaling capability
- Tracking speed, quality and business impact
- Benchmarking productivity vs performance uplift
- Measuring the effectiveness of AI variants at different funnel stages
- Capability planning: evolving team structure, hiring and training
- Aligning marketing, brand, legal and IT around shared AI success metrics
DATES & LOCATIONS
SYDNEY
DATE: 2 – 3 DECEMBER 2025
TIME: 9AM – 3.30PM
Karstens, Level 1/111 Harrington St
The Rocks NSW 2000
MELBOURNE
DATE: 4- 5 DECEMBER 2025
TIME: 9AM – 3.30PM
Karstens, 123 Queen St
Melbourne VIC 3000
BRISBANE
DATE: 25 – 26 NOVEMBER 2025
TIME: 9AM – 3.30PM
Karstens, Level 24/215 Adelaide St, Brisbane City QLD 4000
Your SMK Instructor
James Fitzgerald
Executive Director of Programming, SMK
James Fitzgerald is the Executive Director of Programming at SMK. SMK is a specialist learning and development organisation which exists to help businesses use social media, mobile and digital channels more effectively. As Executive Director of Programming James is responsible for devising and developing all blue chip and corporate education programs.
James is one of the most widely respected figures in digital marketing in APAC, having educated over 15,000 senior business decision makers on how they can use these channels more effectively, including leaders from: United Nations, Air NZ, MYER, McDonalds, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and various Government departments, to name just a few.