 The ongoing conversation about how to use Large Language Models (LLMs) like ChatGPT, Grok, and Claude in content creation continues to grow fiercer every day.
While purists claim that any use of AI tools during the content creation process is heresy, lazy bandwagoners are satisfied to have AI create their content for them regardless of the results. The rest of us are somewhere in the middle. In time, both purists and bandwagoners will be proven wrong in their approach and become obsolete. The purists that resist the use of AI tools entirely will be akin to writers resisting the adoption of the computer in favor of sticking with their typewriters, while bandwagoners will continue to see a degradation in their business strategies and brands as they erase what differentiates them from their competitors. Clearly, neither position will be advantageous to hold onto in the coming years. These days most people believe that AI-style tools have some role to play in the content creation process, but the question becomes what kind of role? How much is too much to let technology do for you? Think about writing an article for your company’s blog. Should you ask Grok to write you an article on a particular topic and then just copy/paste it onto your blog? Should you use Grok to do the research and then write the article yourself? What about doing your own research and writing and then using Grok to edit it for you? As you can see, these are very different scenarios with different considerations, which will likely result in very different outcomes.  In today’s competitive landscape, top companies don’t just generate leads – they generate the right leads. By focusing on quality over quantity, aligning strategies with their sales process, and leveraging meaningful metrics, these industry leaders consistently outperform their competitors. Here’s how they do it (and how you can too!):
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