AI models continue to improve at producing and accelerating content businesses can use to market their products and services. With AI handling the heavy lifting of research, drafting, and formatting, creators have more time to focus on strategy, storytelling, and building deeper connections with their audiences.
While AI offers value, the last thing marketing teams want is for prospects, customers, or partners to notice that content is generated by AI. AI-generated marketing content often covers the What and the How well but struggles with the Why—the strategic reasoning behind a claim or recommendation. Human writers, especially subject-matter experts, add nuance, subtle contradictions, and real-world caveats that AI tends to gloss over.
The key to bridging this gap is to create a process to convert artificial intelligence into genuine intelligence that communicates on-target messaging and resonates with your audiences.
Here are the key steps to follow:
- Select the right AI engine.
- Develop prompt models for each asset type and sharpen them over time.
- Edit the content to read well and remove artificial-sounding language.
- Validate the messaging is on target from a marketing perspective.
- Confirm the messaging is on target from a technical perspective.
- Revise the content based on marketing and technical feedback.
Selecting the right AI engine involves testing a few to find out which one produces content to your liking. Some engines to consider include Jasper (formerly Jarvis), ChatGPT, Copy.ai, Claude, Writesonic, Gemini, and Content at Scale. For each asset you produce, consider feeding the prompt model into two or three engines and then comparing the output.
Learning how to write prompts is critical for getting AI models to produce the output you seek. As a primer, check out the Google Prompting Essentials online course or the Gemini for Google Workspace prompting guide 101. It’s also something you can simply learn with trial-and-error prompt models.
The output produced by AI engines sometimes sounds, as you would expect, artificial. Before you turn it over to your marketing and technical SMEs, use a professional writer or editor to make the content read well and remove redundancies and repetitive patterns. This will make it easier for the SMEs to assess the content.
You can then move into the genuine intelligence stage, where your marketing and technical SMEs provide feedback. This ensures the messaging syncs with your marketing strategy and is technically accurate. Your SMEs will likely have new ideas to suggest, and they can spot any content that is not on target.
From there, your writer/editor can further review the content and humanize the draft. You will then have genuinely intelligent content for your audiences that prompts them to connect with your expertise and your offerings, and to contact you for even more intelligence.