Every month we turn one webinar into a blog post for each of our 21 clients. Twenty-one posts, one source, and every one has to sound like the brand it’s written for. I came to this from SEO. For years my job on a blog was the guidance: keywords, structure, what to rank for. Writing and editing finished posts is newer for me. Now the Blog Factory drafts them, and I edit.
The drafts are good. Some barely need me. But “good” isn’t “ready,” and the gap between the two is where I spend my time. Here’s what I still catch, and what we changed because of it.
1. Formal and conversational can’t both win
One early batch read like it was written for a medical journal. My favorite line: “Small bouts of activity before tasks requiring focus can be particularly effective.” Accurate. Also very Shakespeare. :)
My first instinct was to tell the AI “make it more conversational.” Lisa pointed out the real problem: the voice guide said formal, and I was asking for casual on top of it. Two instructions fighting each other. So we fixed the voice guide instead of fixing every post. The next batch came back warmer from the start.
Lesson: if you keep correcting the same thing, the instructions are wrong, not the draft.
2. The spicy blog
One draft came back spicy. Like, really spicy. Technically it was on the client’s topic list. But I checked their blog, and they had never published anything close to it. Their readers weren’t expecting that, and neither was I. :)
It went back for a rework and came out as a post that fit everything they’d published before and still used the webinar.
Lesson: before a draft goes out, look at what the client has actually published. The topic list says what’s allowed. Their blog says what their readers expect.
3. Twenty-one posts from one webinar will repeat themselves
When every post comes from the same transcript, the same sentence can show up in three of them almost word for word. Each one reads fine alone. Side by side, they don’t.
We now map each client to its own section of the webinar before anyone writes a word, so no two posts share the same core material. I still read across the batch, not just post by post.
4. The small things are what partners notice first
One client wrote back about a single letter: we had capitalized a “p” in their name. Minor? Sure. But it’s their name, and they’re right that it looks unprofessional. Typos, a missing disclaimer at the end, an “[Insert link]” left in a table: these are the details that make a client trust the rest of the work, or stop trusting it.
Lesson: proofread the names and the closing hardest. That’s where trust gets won or lost.
5. Fix the source, not the clip
We also turn each webinar into short videos. The presenter usually shows up as a tiny box in the corner of the Zoom recording, so when you crop it for a vertical video, the face goes blurry. I spent a while fighting it in editing.
The real fix was one Zoom setting. If you use cloud recording, Zoom can save the active speaker and the shared screen as separate files. Turn that on before the webinar, and you get a full-size shot of the presenter to work with.
Lesson: when the output keeps coming out wrong, go back a step and fix what goes in.
6. The goal is fewer hours, not more output
My husband said something that stuck with me. If we’re working with AI this much, the goal should be to protect our hours, not fill them. Every task, I try to ask: what else can AI shorten here, so we spend our time on the parts that need a person?
For blogs, that part is reading. Checking the fit, the facts, the names and the voice. The AI can draft 21 posts. Deciding whether each one is right for its client is still my job, and honestly, it’s the part I like.
— Evy
