When content marketers talk about using AI for content writing, what they really mean is using LLMs (Large Language Models) like OpenAI’s ChatGPT, X’s Grok, and Google’s Gemini to help them write the content businesses need to thrive. The content they’re creating can be anything from on-page content (like blog articles, landing pages, homepage text, and product/service descriptions) to social media posts, marketing emails, event invitations, press releases, or anything else that needs to be penned.
Today’s organizations have burgeoning content needs because they’re expected to be in more places on and offline than ever before, which is great news for business content writers. The question becomes, how can AI help them fill those needs?
Today’s organizations have burgeoning content needs because they’re expected to be in more places on and offline than ever before, which is great news for business content writers. The question becomes, how can AI help them fill those needs?
There’s a number being thrown around right now (although it seems largely unsubstantiated) that within the next year 90% of online content will be AI-generated. This is likely an inflated number to get people talking, but it does point to a simple and irrefutable truth – AI generated content is on the rise.
Of course, no credible marketer would recommend simply letting AI generate your content for you! But if this prediction does end up coming to fruition, the best way to set your brand or organization apart from its competitors will be to create meaningful, authentic content that connects ideas, builds trusted relationships, and sells more than just products.
Now, that doesn’t mean you can’t use AI at all to help you, it just means you shouldn’t let it do the work for you.
In the same way that painters throughout history had to arduously stretch and prime their own canvases before they could paint on them, but today’s artists have the luxury of starting with prepared canvases, today’s content marketers can use AI to do the heavy lifting for them so they can jump right into doing their best work – the kind of work they are uniquely equipped to do well!
So, how exactly can AI be used in content creation?
Previously, we shared tips from our own experience on how to use ChatGPT to improve your writing, which included:
And while LLMs can still help you in those ways, they are continuing to evolve in functionality and sophistication every day, which means they can do things now that we never could have imagined a couple of years ago. So, we thought it was time to revisit this topic to offer you new insights!
We’ve put together a list of some of the most helpful ways we have seen this kind of AI used recently to create and shape content. For each we’ll include two sample prompts that we might use to create our own LionShark content to help you visualize these ideas in action. Let’s get our fins wet!
Organizing Your Ideas
LLMs are great for providing structure for your content to make the content creation process more efficient. Within seconds you can have AI organize your ideas into an article outline or expand on your ideas to offer a more comprehensive view on a topic to make it more readable and sharable across your most valuable audiences.
Additionally, many LLMs can turn one form of content into another – like an article into a checklist, or data into an image, or a product page into a video. This is a great option for content creators who want to get the most mileage out of the content they’re producing by making it available in multiple forms so it can be used for different demographics across different channels.
Prompt ideas: “Organize these notes into an outline for an 800-word article: <insert notes>” or “Create an image for use on LinkedIn about the topic of AI use in content creation.”
Gauging Public Sentiment
Today’s LLMs can not only tell you how most people feel about a particular topic, brand, or public figure, but why they feel that way and what kind of recent events may be influencing their perceptions. In fact, many AI applications can also provide data about how public perception is currently trending so you can make predictions about what the future may hold. This is helpful in several different ways – it can jumpstart your research process, make you better informed, allow you to connect better with your audience, and help you navigate dicey topics (just to name a few!).
Prompt ideas: “How do customers feel about businesses that use entirely AI generated content?” or “Do people still like Google as a company?”
Identifying Arguing Points
Not only do LLMs offer deep insights into current public sentiment and commonly held beliefs, but they can also provide ideas and options for you to argue against. AI can tell you where common misconceptions exist in any given industry and where experts are divided on today’s hottest topics. Both can be great fodder for creating content that will get people talking and attract attention so you can build your reputation as a thought leader in your industry.
Prompt ideas: “What is a common misconception about B2B marketing?” or “Where are people divided on the topic of search engine marketing?”
Appealing to a Specific Demographic
Using AI to identify an audience’s buying motivations, pain points, and key decision-making criteria can help you shape the content needed around your GTM (Go to Market) strategy. It can also inform what kind of language you need to use to make your message resonate well with specific types of buyers.
Prompt ideas: “What are the main barriers that prevent SMBs from using outsourced content marketing services?” or “What is the most important criteria that Marketing Directors use when deciding which marketing services company to use for outsourced content creation?”
Leveraging in Geographical Specificity
Wherever readily available information exists LLMs can get specific, really specific! Depending on the topic and the region, you may be able to get very precise information about everything from pricing to adoption for your offerings. This helps inform your content creation because you can use this information as a differentiator to convince people to buy more of what you’re selling.
Prompt ideas: “How many marketing companies in Michigan offer content services?” or “What is the average hourly cost of marketing consulting in Michigan?”
Altering your Existing Content
Let LLMs upcycle your existing content by tasking them with changing the tone, length, or perspective of the work you have already done. This is a great way to turn something like a blog article into an email, or webpage content into concise and action-focused landing page blurb.
Additionally, LLMs can also update your existing content with new data or renewed verbiage to freshen it up. Just remember to verify that the data being referenced is, in fact, real data and not an AI hallucination.
Prompt ideas: “Create a Facebook post for this blog article: <insert URL>” or “Update this article with new data: <insert article>”
Providing a Broader Perspective
You are one person. Your team may be comprised of many people. But LLMs are trained on incredibly large and diverse datasets, which include a wide range of publicly available content. There’s simply no better way to understand the full perspective on a topic than to ask an LLM. Leaning on AI in this capacity allows you to ensure you’re not missing anything when you create content that’s meant to inform, persuade, and connect with your audience to create greater value.
Prompt ideas: “What are the top 20 things that business leaders should know about creating sales content?” or “Is there any advice that this article missed? <insert article>”
When you need optimized web content, we can help! We offer strategic content marketing consulting services and content creation to companies and organizations of all sizes. When you’re ready to grow your business, let us come alongside you to fulfil all your content needs. Contact us today to find out more!
Of course, no credible marketer would recommend simply letting AI generate your content for you! But if this prediction does end up coming to fruition, the best way to set your brand or organization apart from its competitors will be to create meaningful, authentic content that connects ideas, builds trusted relationships, and sells more than just products.
Now, that doesn’t mean you can’t use AI at all to help you, it just means you shouldn’t let it do the work for you.
In the same way that painters throughout history had to arduously stretch and prime their own canvases before they could paint on them, but today’s artists have the luxury of starting with prepared canvases, today’s content marketers can use AI to do the heavy lifting for them so they can jump right into doing their best work – the kind of work they are uniquely equipped to do well!
So, how exactly can AI be used in content creation?
Previously, we shared tips from our own experience on how to use ChatGPT to improve your writing, which included:
- Finding timely and relevant topical information
- Determining consensus
- Finding the perfect wording
- Using industry jargon correctly
- Making lists
- Ordering steps in a process
- Establishing timeframes
- Extrapolating data and ideas from current research
- Refining your existing work
And while LLMs can still help you in those ways, they are continuing to evolve in functionality and sophistication every day, which means they can do things now that we never could have imagined a couple of years ago. So, we thought it was time to revisit this topic to offer you new insights!
We’ve put together a list of some of the most helpful ways we have seen this kind of AI used recently to create and shape content. For each we’ll include two sample prompts that we might use to create our own LionShark content to help you visualize these ideas in action. Let’s get our fins wet!
Organizing Your Ideas
LLMs are great for providing structure for your content to make the content creation process more efficient. Within seconds you can have AI organize your ideas into an article outline or expand on your ideas to offer a more comprehensive view on a topic to make it more readable and sharable across your most valuable audiences.
Additionally, many LLMs can turn one form of content into another – like an article into a checklist, or data into an image, or a product page into a video. This is a great option for content creators who want to get the most mileage out of the content they’re producing by making it available in multiple forms so it can be used for different demographics across different channels.
Prompt ideas: “Organize these notes into an outline for an 800-word article: <insert notes>” or “Create an image for use on LinkedIn about the topic of AI use in content creation.”
Gauging Public Sentiment
Today’s LLMs can not only tell you how most people feel about a particular topic, brand, or public figure, but why they feel that way and what kind of recent events may be influencing their perceptions. In fact, many AI applications can also provide data about how public perception is currently trending so you can make predictions about what the future may hold. This is helpful in several different ways – it can jumpstart your research process, make you better informed, allow you to connect better with your audience, and help you navigate dicey topics (just to name a few!).
Prompt ideas: “How do customers feel about businesses that use entirely AI generated content?” or “Do people still like Google as a company?”
Identifying Arguing Points
Not only do LLMs offer deep insights into current public sentiment and commonly held beliefs, but they can also provide ideas and options for you to argue against. AI can tell you where common misconceptions exist in any given industry and where experts are divided on today’s hottest topics. Both can be great fodder for creating content that will get people talking and attract attention so you can build your reputation as a thought leader in your industry.
Prompt ideas: “What is a common misconception about B2B marketing?” or “Where are people divided on the topic of search engine marketing?”
Appealing to a Specific Demographic
Using AI to identify an audience’s buying motivations, pain points, and key decision-making criteria can help you shape the content needed around your GTM (Go to Market) strategy. It can also inform what kind of language you need to use to make your message resonate well with specific types of buyers.
Prompt ideas: “What are the main barriers that prevent SMBs from using outsourced content marketing services?” or “What is the most important criteria that Marketing Directors use when deciding which marketing services company to use for outsourced content creation?”
Leveraging in Geographical Specificity
Wherever readily available information exists LLMs can get specific, really specific! Depending on the topic and the region, you may be able to get very precise information about everything from pricing to adoption for your offerings. This helps inform your content creation because you can use this information as a differentiator to convince people to buy more of what you’re selling.
Prompt ideas: “How many marketing companies in Michigan offer content services?” or “What is the average hourly cost of marketing consulting in Michigan?”
Altering your Existing Content
Let LLMs upcycle your existing content by tasking them with changing the tone, length, or perspective of the work you have already done. This is a great way to turn something like a blog article into an email, or webpage content into concise and action-focused landing page blurb.
Additionally, LLMs can also update your existing content with new data or renewed verbiage to freshen it up. Just remember to verify that the data being referenced is, in fact, real data and not an AI hallucination.
Prompt ideas: “Create a Facebook post for this blog article: <insert URL>” or “Update this article with new data: <insert article>”
Providing a Broader Perspective
You are one person. Your team may be comprised of many people. But LLMs are trained on incredibly large and diverse datasets, which include a wide range of publicly available content. There’s simply no better way to understand the full perspective on a topic than to ask an LLM. Leaning on AI in this capacity allows you to ensure you’re not missing anything when you create content that’s meant to inform, persuade, and connect with your audience to create greater value.
Prompt ideas: “What are the top 20 things that business leaders should know about creating sales content?” or “Is there any advice that this article missed? <insert article>”
When you need optimized web content, we can help! We offer strategic content marketing consulting services and content creation to companies and organizations of all sizes. When you’re ready to grow your business, let us come alongside you to fulfil all your content needs. Contact us today to find out more!
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