Content and brand tips for the AI era: Drew Brucker on what changes-and what doesn't
AI makes a lot of creatives uneasy. It doesn't have to. Used well, it scales your output, tightens your brand, and amplifies what already works.
In a recent conversation, Drew Brucker, head of brand and content at Goldcast, shared how teams can use AI without losing their voice, why webinars still convert, and why brand is having a moment again.
Where AI actually helps creatives
- Atomize long-form content. Turn a talk, whitepaper, or webinar into clips, threads, carousels, posts, and a newsletter. Build a content tree once, reuse everywhere.
- Drafts and ideation. Use AI to explore angles, headlines, and outlines fast. Keep the final pass human.
- Stay on brand. Feed style rules, voice examples, and a glossary. Use AI to flag off-tone phrases before review.
A simple workflow to ship faster
- Brief: Define goal, audience, key message, and call to action.
- First pass: Generate an outline and rough draft with AI. Ask for three variations.
- Voice check: Run content through brand prompts with examples and "do/don't" lists.
- Facts and nuance: Verify claims, add stories, tighten the hook and close.
- Atomize: Convert into 5-10 assets with clear distribution notes.
Democratized creativity changes your job
Everyone can make content now. Pros win by setting direction, building systems, and editing for taste.
Think creative director, not just creator. Define the POV, create reusable templates, and coach non-creatives to publish without diluting the brand.
Brand guidelines for the AI era
- Voice rules: Dos, don'ts, tone by stage (awareness vs. product-heavy).
- Brand glossary: Approved terms, taglines, and phrasing to prefer or avoid.
- Approved prompts: Reusable prompts for posts, summaries, scripts, and emails.
- Negative prompts: Words and styles to keep out.
- Visual constraints: Colors, type, layouts, thumbnail patterns, lower thirds.
- Review gates: What needs human edit before going live.
Webinars are still workhorses
Brucker calls webinars "the cockroaches of content." They survive every trend for a reason: real-time attention, owned audience, and long-tail reuse.
- Before: Use AI to research audience pain, write invites, and prep host notes fast.
- During: Triage live Q&A, draft polls, and pull quotes as you go.
- After: Auto-generate recaps, clips, transcripts, and SEO pages. Route clips to social and email.
- Measure: Track watch time, clip CTR, sourced pipeline, and content-influenced revenue.
Brand marketing's return
AI floods feeds with average content. Brand cuts through: a distinct point of view, consistent memory cues, and creative that people remember.
Balance: run performance for the near-term and brand for compounding demand. Expect lag on brand metrics and judge creative on distinctiveness over quick clicks. For foundations, see research from the Ehrenberg-Bass Institute.
Episode notes
- 0:27 - Meet Drew Brucker
- 1:40 - Best examples of AI helping create content
- 5:20 - How AI speeds creative workflows
- 7:42 - How democratized creativity shifts the creative role
- 10:19 - Brand guidelines meet democratized creativity
- 13:20 - How webinars evolve for the AI era
- 13:50 - Why webinars are "the cockroaches of content"
- 19:01 - Is a new heyday coming for brand marketing?
Quick start checklist
- Create one source asset each week (webinar, long article, or interview).
- Build a brand prompt library with voice examples and negative prompts.
- Atomize every source asset into 5-10 derivatives.
- Set a two-step review: AI pre-check, then human edit.
- Report on both: near-term conversions and long-term brand lift signals.
Level up your AI skills
If you want structured practice, explore curated training for marketing and creative work:
