Marketing / Communication

One topic becomes ten formats: article, posts, newsletter, video script, adaptations by audience. Production multiplies, strategy and quality remain the focus.

Claude (project with documented brand voice), SEO tools, editorial planning.

1. Document the brand voice in an AI project: tone, prohibitions, reference examples. 2. Produce in a pyramid: a worked pillar content, then generated and reviewed adaptations. 3. Measure by format and by channel, reinject lessons into briefs.

The brand voice frames the AI, never the reverse. What sounds generic does not get published.

The role expands: it's no longer just about being found by Google, but being cited by ChatGPT, Perplexity, and AI Overviews. Content is structured for machines that respond.

Classic SEO tools, AI citation tracking, Claude for semantic optimization and schemas.

1. Audit presence in AI responses on strategic industry queries. 2. Structure content for extraction: direct answers, sourced data, demonstrated authority. 3. Track AI citations monthly as one tracks Google positions.

Write to be cited accurately, not just to be seen: an incorrect AI citation is corrected at the source.

First drafts, variations, and adaptations are generated; the copywriter becomes the tone director, ensuring every word sounds brand-appropriate.

Claude with integrated style guide, in-house example banks, message testing tools.

1. Build the operational voice guide: rules, good and bad examples, lexicon. 2. Generate broadly, select rigorously: ten variations, one retained and refined. 3. Test key messages before deploying them everywhere.

If a text could come from any brand, it doesn't get published.

Campaign analysis runs continuously instead of monthly reporting. Anomalies are reported the same day, reallocation recommendations are quantified.

Ads + BI platforms, natural language querying, automated alerts.

1. Build the unified channel dashboard with common definitions. 2. Automate anomaly alerts: cost, conversion, saturation. 3. Produce the weekly quantified reallocation recommendation.

Attribution remains an estimate: make major decisions with tests, not just models.

Design, content, communications, and event follow-up happen faster; the time budget shifts towards the on-site experience.

Claude for concepts and content, emailing tools, event management.

1. Generate concepts and run-throughs based on the goal and audience. 2. Automate the communication chain: invitations, reminders, logistics, post-event. 3. Analyze feedback and participation data to iterate the next edition.

The event is judged by what participants experience: the tool optimizes around it, never in place of it.

Targeting journalists becomes more precise, press releases adapt by media, monitoring of outcomes runs automatically.

Media databases, AI monitoring, Claude for angles and adaptations.

1. Build a qualified press file with the real topics of each journalist. 2. Tailor each press release to the angle of the target media rather than sending a single version. 3. Automate monitoring of outcomes and weekly summaries.

Press relations remain a relationship: sincere customization beats volume.

Monitoring and moderation scale up, the calendar fills in hours, common responses are assisted. Time shifts towards value-driven conversation.

AI programming tools, social listening, Claude for platform-specific variations.

1. Generate the monthly calendar from content pillars, then editorialize. 2. Set up monitoring and alerts on the brand and hot topics. 3. Assist common responses, maintain control over sensitive matters.

A public response engages the brand: sensitivity is never delegated to AI.

Market studies, competitive analyses, and launch materials are produced in days. The PMM invests the time saved in clients and positioning.

Claude with research, competitive review analysis tools, battle card generators.

1. Have the sourced competitive analysis produced, verify it, keep it alive. 2. Extract the voice of the customer from reviews, calls, and tickets to ground positioning. 3. Generate the complete launch kit, then refine it with sales.

Positioning is validated against real customers, not in the document.

The number of creative tests per week is multiplied by five to ten. Variants are generated, lessons accumulate, budget is continuously reallocated.

Creative generators (text, image, video), advertising platforms with AI, analytics.

1. Structure a backlog of prioritized test hypotheses by potential impact. 2. Generate variants by hypothesis (angle, visual, audience) and launch in batches. 3. Keep a journal of lessons learned and quickly cut what does not perform.

Testing more does not excuse thinking less: each test starts from a clear hypothesis.

Segmentation becomes dynamic and behavioral, journeys are truly personalized, each message adapts to the contact's context.

AI marketing automation platform, CDP, Claude for message variations.

1. Map the lifecycle and the moments of truth to cover. 2. Build behavior-triggered journeys, with variations generated by segment. 3. Measure by cohort and prune messages that add no value.

Personalize usefully, not intrusively: relevance builds trust, surveillance destroys it.

Press releases, messaging elements, speeches, and variations are drafted in hours, in multiple languages. Crisis management gains crucial hours.

Claude (project with key messages and history), media monitoring, transcription.

1. Document key messages and official positions in a reference AI project. 2. Tailor each announcement by audience and language from this foundation. 3. Prepare cold crisis scenarios: Q&A, messaging elements, validation chains.

In a crisis, speed never absolves validation: the human circuit remains non-negotiable.