How to Turn Sales Transcripts into High-Quality Content Using AI Workflows

What you’ll learn

• How to unlock valuable content ideas from your sales transcripts.
• Step-by-step methods to build and implement AI-powered Workflows.
• How to integrate your brand voice and style guidelines into AI-generated content.

What you’ll need

• Transcripts of your sales calls or customer conversations (using tools like Gong or Zoom).
• An AI platform capable of processing transcripts and generating content (e.g., Copy.ai, AirOps, etc.).
• Your brand’s style guide and content guidelines.
• A team or individual for reviewing and refining AI-generated drafts.

When I was at Copy.ai, we faced a familiar challenge: producing high-quality, relevant content consistently.

Despite having a talented team, creating content that truly resonated with our audience was time-consuming and resource-intensive.

In a recent conversation with Tim Soulo on the Ahrefs podcast, we discussed how we used AI to convert sales transcripts into valuable content.

“Every sales call captures valuable insights that can be repurposed.”

In this article, I’ll share how we used AI and our sales transcripts to create engaging content, and how you can implement the same strategy.

The challenge: producing consistent, high-quality content

When I was at Copy.ai, one of our biggest hurdles was consistently producing high-quality, relevant content that genuinely connected with our audience.

We had a talented team, but scaling content production without sacrificing quality was a constant struggle.

During this time, I noticed something intriguing: our sales team was having insightful conversations with prospects every day.

These discussions were rich with customer pain points, industry trends, and real-world use cases.

Unfortunately, this valuable information wasn’t being utilized beyond immediate sales opportunities.

“It struck me that our sales calls were an untapped resource for content creation.”

Step 1: automate the collection of sales transcripts

The first actionable step was to capture these conversations systematically.

Implementing Gong for call recording and transcription

We started using Gong to record all our sales calls. Gong not only captured the audio but also provided detailed transcripts of each conversation.

We imported all our transcripts into Notion, organizing the insights into categories and tagging them for easy retrieval. This helps in creating targeted content pieces that address specific issues.

Actionable advice: If you’re not already recording your sales calls, start now. Tools like Gong or even Zoom’s built-in recording feature can help you automatically capture and transcribe conversations.

Step 2: build an AI-powered content creation workflow

With transcripts in hand, the next challenge was transforming them into useful content without overburdening our team.

Developing the AI workflow

We created an AI workflow that could take a raw transcript and turn it into various forms of content.

“We had a workflow where, every time a sales call ended, an automation would trigger, sending the transcript to our AI tool, which would then generate a first draft of content.”

Think of a workflow as a string of prompts that can be chained together to automate entire business processes.

Unlike chat tools like ChatGPT, which are designed for single interactions, workflows can be run at scale—they’re built once and can run forever.

“We didn’t just dump transcripts into an AI tool and hope for the best. We designed a Workflow that transformed these insights into structured, valuable content.”

Our Workflow looked something like this:

1. Input: The raw transcript from the sales call.
2. Content brief creation: AI analyzes the transcript to identify key themes and topics.
3. Outline generation: Based on the brief, AI crafts a detailed content outline.
4. Draft creation: AI produces a first draft of the content.
5. Human review: Our content team reviews and refines the draft.

Differentiating workflows from standard AI chat tools

It’s crucial to understand that Workflows are fundamentally different from using something like ChatGPT.

While ChatGPT is great for generating responses on the fly, it doesn’t offer the scalability or customization that Workflows provide.

With Workflows, you can automate complex processes, maintain consistent quality, and scale your content production without increasing resources.

“Workflows allowed us to process thousands of transcripts efficiently, something that wouldn’t be feasible with standard chat tools.”

Actionable advice:

• Don’t be lazy: Don’t be a lazy marketer when you use AI. Treat it as you would someone junior on your team. Give it as much context as possible.
• Choose the right tools: We used Copy.ai‘s Workflow feature for this process. Select an AI platform that allows customizable workflows.
• Design your workflow: Map out the steps from raw transcript to final draft. Be specific about what you want at each stage.
• Automate your trigger: Using a tool like Zapier, we set up a trigger that kicked off the workflow whenever a new transcript was available.
• Integrate feedback loops: Establish a system for collecting feedback from your content team and audience to continually improve the Workflow.

Step 3: customize the AI output with your brand voice

Automation is powerful, but without the right guidance, AI can produce generic results. We needed the content to reflect our brand’s unique voice and perspective.

Integrating brand guidelines into the AI workflow

We fed our brand style guide directly into the AI prompts.

“In each step, we provided guardrails—our style guide, words to avoid, and the narrative structure we wanted the AI to follow.”

This ensured that the AI-generated content was on-brand and consistent.

Actionable advice:

• Train the AI on your brand voice: Provide the AI with samples of your writing to help it learn your distinct tone and style. This ensures that the content it generates aligns with your brand’s identity. However, be cautious—if your style is highly conversational, the AI might overdo it, making the content sound unnatural or obviously AI-generated.
• Integrate Style Guides: Include your brand guidelines directly into the workflow to enforce consistency.
• Create a List of ‘No-Go’ Words: Sometimes AI models use terms that don’t align with your brand. Specify words or phrases to avoid.

Step 4: maintain quality with a human-in-the-loop

While AI can handle the heavy lifting, human oversight is indispensable.

“There was a human-in-the-loop at that point. We had people reviewing the content to ensure the content didn’t hallucinate or include inaccuracies.”

Typically, a human editor would spend 1–2 hours refining each piece, adding insights, and ensuring it met our quality standards.

Actionable advice:

• Establish a review process: Where your editors refine the AI output, using their feedback to iteratively improve your workflow and reduce editing time in the future.
• Focus on high-impact edits: Concentrate on improving clarity, adding personal anecdotes, and ensuring factual accuracy.

Real-world example: transforming our podcast transcript into this article

To explore the potential of AI in content creation, Tim challenged me to generate material from our two-hour podcast transcript with minimal human intervention.

The post you’re reading now is the result of that experiment.

The process

1. Input the transcript into the AI workflow: I fed the entire transcript into my workflow.
2. Define the desired output: I instructed the AI to create a blog post focused on turning transcripts into content.
3. Apply brand voice and guidelines: The AI used predefined prompts that included my style and tone.
4. Generate the draft: The AI produced a first draft of the blog post.

This process not only saved time but also ensured that the content was grounded in authentic dialogue and real insights.

Actionable advice:

• Experiment with existing content: Use past transcripts from webinars, podcasts, or meetings to create fresh content.
• Leverage AI for structure: Let the AI handle initial organization, then focus your efforts on adding depth and nuance.

Final thoughts

Adopting AI in content creation isn’t about cutting corners; it’s about enhancing your team’s capabilities.

“By turning your sales transcripts into a valuable resource, you’re not only saving time but also ensuring your content is grounded in real customer interactions.”

Embrace AI as a collaborative partner that handles the heavy lifting, allowing your team to focus on strategy and creativity.

Start integrating AI and your sales insights today, and watch your content strategy transform.