AI Content Workflows

The goal: you or your GM sit down for 45 minutes on a Monday and produce a week of content, without either of you being a marketer.

Step 1 — Build the brand context file (do this once)

This is the highest-leverage thing in this document. One file that you paste at the top of every AI conversation. It's the difference between generic snowmobile copy and copy that sounds like you.

Save it as brand-context.md somewhere you can grab it fast. Fill in the brackets.

# Yellowstone Snowmobile Tours — Brand Context

## Who we are
Yellowstone Snowmobile Tours is a small, owner-led winter tour operator in
Jackson, Wyoming. Founded by Kyle James, who has spent ~25 years guiding in the
Greater Yellowstone Ecosystem. Three guides total, including Kyle, who leads
tours himself. We are an authorized concessioner of the National Park Service —
guests book directly with us, not through a reseller or call center.

First operating season: winter 2026-2027.

## What we sell
- Old Faithful full-day tour: ~90 miles, [PRICE]
- Grand Canyon of the Yellowstone full-day tour: ~130 miles, [PRICE]
- Three-day expedition: ~170 miles, 2 nights lodging, all meals, [PRICE]
- Custom and private tours: minimum 4 guests, by request

All tours depart from Jackson with complimentary hotel pickup. Snowmobiling
begins at Flagg Ranch near Yellowstone's South Entrance.

## What's included
Insulated jacket and bibs, snow boots, full-face helmet, insulated mittens,
late-model Ski-Doo 4-stroke BAT snowmobiles with heated handlebars, hotel
pickup and drop-off, and a guide certified as a Wilderness First Responder and
Certified Interpretive Guide.

Not included: park entrance fees, gratuities, alcohol.

## What makes us different (use these, in this order)
1. Authorized NPS concessioner — book direct, no middleman
2. Owner-led — you call, you get Kyle or the GM, every time
3. Three guides total — genuinely small groups
4. Certified Interpretive Guides — real knowledge of geology, wildlife, history
5. Wilderness First Responders — real safety credentials
6. Everything provided, including hotel pickup

## Voice
Warm, direct, and confident without hype. We sound like a guide talking to you
at a trailhead, not a marketing department. Specific over general — "90 miles
past Lewis Canyon and West Thumb" beats "an unforgettable journey." Short
sentences. No exclamation points. No emoji in web copy; sparing in social.

Words we use: pristine, owner-led, small groups, authentic, the park,
oversnow, geothermal, the ecosystem.

Words we avoid: adrenaline, extreme, epic, world-class, bucket-list (overused),
"adventure strategists," anything that sounds like a call center.

## Hard rules — never break these
- Never guarantee wildlife sightings. Say "watch for" or "you may see."
- Never guarantee weather or specific conditions.
- Never state park regulations, season dates or fees without verifying them
  against nps.gov first. AI gets these wrong constantly and our credibility as
  guides is the entire product.
- Never claim a review or rating we don't have.
- Never imply we're the only or the oldest operator. We're new. Lean on
  owner-led and small instead.
- Always mention that gear is included when discussing cold or comfort.
- Always state ages plainly: passengers 8+, 10+ recommended, drivers 16+ with a
  valid license.

## Audience
Four groups: multigenerational families (Dec-Jan), bucket-list couples
(Jan-Feb), private and corporate groups (Jan-Mar), experienced riders
(Feb-Mar). Most guests have never been on a snowmobile.

## Facts we can cite
- Yellowstone's interior roads close to cars in early November; oversnow travel
  runs roughly mid-December to mid-March; travel hours 7am-9pm
- Winter visitation is a fraction of summer — the park is nearly empty
- Guided travel is required in winter except via the park's limited
  non-commercially guided lottery program
- Kyle: ~25 years in the Greater Yellowstone Ecosystem

Workflow 1 — Weekly social (20 minutes)

Run Monday morning. Produces the week's posts.

[paste brand-context.md]

You're helping me plan a week of Instagram content for Yellowstone Snowmobile
Tours. Follow the brand context above exactly, especially the voice rules and
the hard rules.

This week's situation: [e.g. "first big snow of the season, 14 inches at Flagg
Ranch" / "we ran our first Old Faithful tour, saw a wolf near Hayden Valley" /
"pre-season, still building the account"]

Give me 5 posts. For each:
1. Format (Reel, carousel, or single image) and why
2. The caption, in our voice, under 125 words
3. A shot list — exactly what to film or photograph, and how
4. 8-12 hashtags mixing broad (#yellowstone) and specific
   (#yellowstoneinwinter, #jacksonholewy)
5. The best day and time to post

At least 3 of the 5 must be Reels. Vary the goal across the week: one wildlife,
one gear/practical, one guide-knowledge, one guest-experience, one
behind-the-scenes.

Then check every fact before posting. The captions will be good. Any claim about park regulations, wildlife behavior or geology needs your eyes on it.

Workflow 2 — Monthly article (90 minutes)

One long article per month. Pull the topic from the list in the main brief, section 5.

[paste brand-context.md]

Write a 1,200-word article for our website titled "[TOPIC]".

Audience: someone planning a Yellowstone winter trip who has never snowmobiled.
Goal: genuinely answer their question, and make them trust us enough to call.

Requirements:
- H2 and H3 headings that match how people actually search
- Open by answering the question directly in the first two sentences. No
  throat-clearing.
- Specific and concrete throughout — real mileage, real place names, real
  numbers
- One natural mention of our Old Faithful tour, no hard sell
- A short FAQ section at the end, 4 questions
- Follow every hard rule in the brand context

Flag with [VERIFY] any claim about park regulations, dates, fees or wildlife
behavior so I can check it against nps.gov before publishing.

Do not write in list form throughout. Use prose with lists where they help.

Then: verify every [VERIFY] flag, rewrite the intro and one paragraph in the middle in your own words (this is what keeps it sounding human), add two photos with real alt text, publish.

Workflow 3 — Ad copy refresh (20 minutes, monthly)

[paste brand-context.md]

Here's last month's Google Ads performance:
[paste the search terms report and the ad performance table]

1. Which headlines and descriptions performed best, and what do they have in
   common?
2. Write 8 new headline variants (30 char max each) testing that angle
3. Write 2 new descriptions (90 char max each)
4. Flag any search terms I should add as negative keywords
5. Flag any search term that suggests a landing page we don't have yet

Stay within the voice rules. Never claim a rating or review count we don't have.

Workflow 4 — Review response (2 minutes, as needed)

[paste brand-context.md]

Draft a response to this review. Warm, specific, signed by Kyle. Under 60 words.
Reference something concrete from what they wrote so it doesn't read like a
template. If it's negative, acknowledge the specific issue, don't get defensive,
and offer to talk directly — no excuses about weather or conditions.

Review: [paste]

Respond to every review, good and bad, within 48 hours. It's a Google Business Profile ranking signal and it's visible to every future customer reading your listing.

Workflow 5 — Repurposing (10 minutes)

Every article you write should become five other things.

[paste brand-context.md]
[paste the article]

Turn this into:
1. Three Instagram carousel concepts, with slide-by-slide text
2. One Reel script, 30 seconds, with a shot list
3. An email newsletter version, 200 words, with a subject line
4. Five short answers I could post if this question comes up in r/Yellowstone —
   written as a helpful operator, not an ad
5. Three FAQ entries for the website

The weekly rhythm

Roughly 45 minutes a week plus two hours a month. That's a realistic load for a three-person operation in season.

Where this gets much more powerful later

Once conversion tracking has been running for a season, you can connect the AI directly to your Google Analytics and Search Console data. Then "what should I write next month?" stops being a guess and becomes: here are the queries you're getting impressions for but not clicks on, here are the pages where people leave, here's what's converting. That's the reinforcement loop — content decisions driven by what actually books tours rather than by what seems like a good idea.

That's a phase-two project and it needs a season of data first. Worth building toward.

Things to be careful about

• Never publish unverified facts about Yellowstone. Models confidently invent park regulations, season dates and fees. Check nps.gov. Your credibility as a guide is the product.
• AI-generated images of Yellowstone will be wrong in ways that people who know the park will notice instantly. Use real photography. Your guide's archive is worth more than any generated image.
• Don't publish first drafts. Everything AI writes reads slightly generic. Your rewrite of the intro and one middle paragraph is what makes it yours.
• Volume without quality is worse than nothing. Ten genuinely useful articles beat fifty thin ones, and Google is explicitly better at telling the difference than it used to be.