The 6X Formula for leveraging content marketing with AI

LAS VEGAS - Content is everywhere. It can live forever, and we’re surrounded by it. The question is how to create content that cuts through the noise and clutter everyone is bombarded with. And how can artificial intelligence help advisors do a better job of creating and promoting their content.

Paul Feldman, InsuranceNewsNet publisher, shared insights on content marketing in the age of AI during the Federation of Americans for Consumer Choice Independence Summit, held as part of Protectors 2026.

“It’s about using AI the right way – leveraging it and distributing it the right way – because people are creating content that’s dying on hard drives right now,” he said.

Every advisor is bombarded with advertising and marketing content, Feldman said. “There are too many products, too many companies, too many distributors, too much communication,” he said. “Everyone is sending out updates all the time. Webinar fatigue is real. We need to work on creating things that get people interested in what you have to say.”

Feldman called on content creators to “differentiate or die.”

“Everyone is chasing your agents,” he said.

“Content is the bridge between what your company knows and what your market needs to believe. It answers the question: What’s in it for me?”

Creating content that gets results starts with a system, Feldman said. “Start with an idea and form a strategy.”

Elements of a successful strategy include:

• Business goals alignment
• Competitive and market insights
• Content pillars and themes
• Road map and prioritization

From there, consider your audience. Feldman said that when looking at the audience you want to reach, consider:

• Audience segmentation
• Messaging and positioning
• Engagement and nurturing
• Persona and ideal customer persona insights

How AI makes it easy

“Content was always a pain to create,” Feldman said, but AI tools are simplifying the task.

He cited a recent MarketingProfs survey that found content creators said AI makes their work faster, more efficient and less expensive.

That same study also found 88% of B2B marketers say their organization uses AI-powered content creation tools – an increase of 28% who said the same thing a year ago. In addition, 60% said they are using AI to expand their business.

“So it’s really starting to catch fire,” Feldman said.

AI has its drawbacks

Content creators risk creating what some call “AI-generated slop.”

Feldman listed what marketers must to do combat AI slop.

• Verify what AI is putting out.
• Tailor the format to the intended audience.
• Spend time training AI with your past work.
• Check your work multiple times for accuracy and use an AI checker
• Start writing the article in AI, then have a professional write it and make it sound human.

After content has been created, it’s time to use AI to leverage it using what Feldman called “the 6X formula.”

He advised repurposing content in no fewer than six ways – creating everything from webinars to articles to testimonials to FAQs.

Distributing your message

That content might be created and repurposed, but the job isn’t over yet, Feldman said. It’s time to distribute your message. He described the differences among the three types of media: owned, earned and paid.

Owned media: This is your own distribution – email, social media, webinars and events, for example. The creator has full control over it with no restrictions. “In some ways, we all are our own media company,” he said.

Earned media: This is free, and is earned when you submit content that someone else agrees to publish or disseminate.

“The problem is that someone else maintains the right to edit it,” Feldman said. “And there’s no call to action although it helps with AI optimization.”

Paid media: This is advertising. The creator controls the message. “This gets you in front of the right people at the right time to those that may never see you,” he said. “It busts the spam filters. You control your brand, and you have a call to action.”

But whatever publicity an advisor or marketer receives – whether earned or paid – the most important thing they can do, Feldman said, is share it.

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