Flood The Zone With Your Brilliance

It's not just for presidents anymore

Author

Tim Kilroy
29 Apr • Estimated Reading Time: 12 minutes

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There’s a lot of junk out on the interwebz these days…

I don’t know about you, but my LinkedIn feed is full of AI-powered content (some of mine included…). LinkedIn comments have become a bit of a junkyard of AI-powered bloviate.

And you know, that’s fine - algorithms will adjust and technology will improve. I kind of see the near term dip in the quality of the discourse as a moment in time. It will pass.

But this isn’t the 1st time that we’ve had to battle junk content. That is the through line of SEO for the last 20 years - a tug of war between junk content and quality rankings.

The question remains…is AI content junk or does it have value?

Marketers Ruin Everything

You’ve probably heard that quip before. It’s kind of true, however. Many marketers are unoriginal, so they look for shortcuts to create advantages. That, regularly, leads to a diminished experience for everyone. All ads look the same today. UGC is now an industry rather than a testimonial.

It’s a scarcity mindset approach that drives people to want to “game the system”.

But since you are all marketers, I want to help you be better at this rather than increasing the “enshittification” of every publishing and social interaction platform.

You can leverage AI without generating flotsam and jetsam that clogs everyone’s path. A few weeks ago, I wrote about How Modern Buyers Buy and talked about the zones of visibility. This is where you can leverage AI-powered repurposing in a way that isn’t “enshittifying” anything.

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Flood The Zone

In the early days of the current presidential administration (and perhaps to the current day), there was an idea that “flooding the zone” with activity (executive orders, statements, chaos, etc) would keep the opposing party from being able to respond to the onslaught of information & keep the news media from being able to see the full impact of the action because there was just too much to parse. It has been, IMHO, stunningly successful.

I have no desire for you to “flood the zone” with misdirection and miscommunication, but I think that you can benefit from the concept.

As we discussed in Modern Buyer, the buying process has changed. So your tactics need to adjust in order to match what the buyer wants. And flooding the zone in a value-add way is crucial.

There Is An Audience Waiting To Be Influenced

Your audience is out there consuming content. Sometimes it is the CEO consuming CEO kind of content. Other times, it is the 2nd year employee trying to upskill and learn. But they are out there.

Your agency has similar kinds of people in it. You have CEOs who make CEO content & 2nd year employees who make 2nd year employee content. And it is all great. The CEO content build visibility in the C-suite. The 2nd year employee content creates visibility and authority in the deal influencer suite.

So What’s In Your Way?

For many, it’s “bandwidth”. For others it’s “messaging and brand integrity”. As my Mom used to say when I was making excuses about something, “Pish, tosh, apple sauce!”

The thing in your way is prioritization and a feeling like the message needs to be controlled. So, let me make those obstacles easier to get over.

It’s Content MINING Not Content Creation

Your agency is a content machine. Every day you generate discussions, reports, sales calls, slack messages, email messages, and maybe the odd authentic LinkedIn comment.

All of that content that your team generates through its day to day activity is your fuel to help you win more visibility, influence (and deals).

Content repurposing is not new. It’s been around forever. (Turning a book into a screenplay is content repurposing, for example.) But today, you can repurpose content well & effectively without much investment.

I Built A Little Doodad…

Using Relay, OpenAI & my meeting note taker, Fireflies (save 10% through that link) that sucks all the juiciest bits from a meeting transcript. Then it asks me if it is right about the juicy bits, and if I say yes, it then turn those themes into:

  • A Blog Outline

  • A LinkedIn Post

  • A Video Script

  • An Instagram Caption

Are all of them perfect - no. Do they need some polish - yes. (Here is a LinkedIn post with accompanying video that is really very close to the initial AI-output. It came from a discussion I had with someone about GEN+.)

The reason most agencies suck at their own content isn’t bandwidth. It’s… | Tim Kilroy

The reason most agencies suck at their own content isn’t bandwidth. It’s fatigue, perfectionism, and not wanting to look dumb in front of peers. Meanwhile, those random Slack rants and client war stories? They’re pure gold if you’d just button them up and hit publish. The fastest-growing agencies I coach don’t wait for quarterly content brainstorms. They systemize it, put AI to work, and let everyone from junior analysts to C-suite denizens publish ideas, even rough ones. The emphasis on multi-level content production and publishing takes the rough edges away. It’;s no longer your AGENCY content - it’s your team's content. You’re already sitting on a content goldmine - your everyday conversations. The only “hack” is giving your team permission (and a toolkit) to ship relentlessly (it’s very Seth Godin-like...). Curious how to make this work in real life? 👇 Drop a comment, DM me, and I’ll walk you through how I do it. Or, hell, even argue with me how wrong I am in the comments. I’m here for it.

www.linkedin.com/posts/timkilroy_the-reason-most-agencies-suck-at-their-own-activity-7323157616195428353-OTKY?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAAFC0UB9roFFCxF_1rL4oXf-jz02kBrNUU

Today is about the worst the tools will ever be. So the quality is only going to improve. But rather than flooding the zone with pablum and ChatGPT 4o glazing, take the brilliance of your team and repurpose it in ways that amplify your CEO point of view & points of view that are equally authentic to your 2nd year employee.

This is a Tipping Point

Not into the morass that is “generic AI content”, but rather a tipping point were you now, for the 1st time have an easy way to:

  • MINE YOUR OWN CONTENT

  • EFFORTLESSLY CURATE YOUR CONTENT

  • REPURPOSE YOUR CONTENT EFFECTIVELY TO EVERY PLATFORM YOU CHOOSE

  • AMPLIFY CONTENT THAT SPEAKS TO THE EXPERIENCE AND NEEDS OF YOUR TARGET AUDIENCE (NOT JUST DECISION MAKERS, BUT INFLUENCERS AND END USERS TOO)

Use this power wisely. It is a powerful weapon for growth. It turns your smarts and insight into your most effective prospecting tool. It turns your perspective into a resonating message that draws in your right fit clients. It is the way that your next best clients will find, qualify and vet you, before they even speak with you.

USE THAT POWER WISELY

Ask me to walk you through the basic concepts of GEN+ and how you can benefit from this collection of ideas - even if we NEVER work together.

Cool Stuff I Ran Into This Week

Because apparently Google’s Search Generative Experience is here to eat your meta-descriptions for lunch, Grizzly is teaching brands to write for bots first, humans second. Think “structured sentences” instead of “spray-and-pray keywords” and you’ll finally be snack-sized for Bard & Bing. 

Using ChatGPT 3o to Plan Our 2025 Marketing Campaign (“Marketing Against The Grain” podcast)

HubSpot’s Kipp & Kieran spend 28 minutes cackling over how the new o3 model can crank out an entire quarterly campaign before your intern has found the brand fonts. Five sneaky use-cases, one existential crisis for your creative team. 

The WSJ reports that Prudential and pals now have virtual “content employees” knocking out regulated copy—because nothing says “human connection” like a Slack bot named Phil reviewing your compliance language at 3 a.m. 

Ad Age breaks down how a flip phone, a pop star, and a pile of generative visuals hope to make you forget that Motorola last trended during the Bush administration. AI-driven creative sizzle, plus a reminder that nostalgia prints money. 

MarketerMilk’s buffet of shiny objects—everything from Semrush-powered blog wizards to “Zapier-meets-ChatGPT” automations—proves two things: (1) tool FOMO is real, and (2) your mar-tech budget is about to look like a crypto chart. 

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