AI in content creation

Artificial intelligence (AI) was the big shiny of 2023 following the launch of ChatGPT, and I’m sure you’ve seen countless self-proclaimed ‘experts’ on LinkedIn sharing their cheat sheets and selling their courses.

The truth…

AI tools, like ChatGPT are exciting and have HUGE potential to change the way we create content.


The technology is not quite there – yet!

The limitations of ChatGPT

Full disclosure, I founded an important initiative called ‘Wonderful World of Words®’. It gathers some of the best wordsmiths from the world of IT and tech to come together and share their skills, knowledge, and experience to the benefit of B2B tech marketers. In the summer after ChatGPT was launch, I hosted a roundtable discussion, where the wordsmiths discussed the pros and cons of the technology.

To read the outcome of the discussion in full, you can access the white paper here…

In a nutshell, and by Open AI’s own admission, ChatGPT suffers with:

🧁Accuracy: the tool was programmed to provide ‘plausible’ answers.

🧁Ethics: the outcomes may suffer bias due to the data it’s been trained on.

🧁Ego: it is excessively verbose and fails to ask clarifying questions when it isn’t sure.

🧁Limited knowledge: it only knows what happened before 2021 because of the data it was trained on.

However, the tool is evolving day-by-day, so it’s important to stay up-to-date with the changes. It’s why I regularly experiment with ChatGPT to identify the key use cases for content marketing. The following article will be constantly updated as the tool becomes ever-more sophisticated.

AI in content creation

First up, let’s tackle the ‘elephant in the room’:

Will AI replace content creators?

No. By ChatGPT’s own admission, “AI has the potential to assist and enhance the work of content creators, but it is unlikely to completely replace them.”

Human writers and AI tools play different but complementary roles in the content creation process. While the tech is great for idea generation and inspiration (as we will shortly discuss), it lacks the emotional intelligence of a human and can’t inject your brand’s personality into your content. Therefore, the two need to figure out how to work together.

How do I use generative AI for content creation?

Through my experiments on ChatGPT, the biggest lesson I’ve learned is to stop treating it like a piece of tech. For example, if I want ChatGPT to help me write an article on cloud trends, I can’t type in a quick query like ‘cloud trends + statistics’ like I might do on Google.

ChatGPT is more sophisticated, so it’s important to approach it in a different way.

If a client approached me about an article on cloud trends, I would expect a brief. ChatGPT is no different. The more information you can give it, the better the outcome. That’s why you need to think of it like a person.

For example:

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And remember, even with a good brief, it’s likely you still need to clarify a message or tweak something to present it in a different way.

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Rather than a replacement writer, think of AI as an assistant. At the moment, the content ChatGPT creates isn’t good enough for you to copy and paste into your final document. BUT it’s a great place to go to for ideas to help you get started.

For example, if I were to take the above headline suggestions, I would work them through with alternative pain points, cross check with longtail keywords, and take on the suggestions of a headline analyser tool. Eventually I’d settle on a couple of options that work with my content (I know headlines are my ‘Achilles heel’, so I give them extra time and attention!).

Another important consideration when using generative AI for content creation is to always fact check.

Imagine being put on the spot: “Give me the top 3 cybersecurity trends right now

You’ll have a quick think and share 3 answers – but they’re not necessarily the ‘top 3’. ChatGPT is the same because it’s programmed to give PLAUSIBLE answers, not accurate ones:

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Always cross check ChatGPT’s responses with a credible source – like Gartner, Forrester, IDC – to ensure accuracy in your content.

Now, let’s get on to the practicalities of how to use AI in content creation.

AI in content development

In my experience, the current best applications for AI in content creation come before you even put pen to paper. The following are 6 examples of how you can use AI in content development:

Keyword research

When 96.55% of content gets no traffic from Google, starting with a little SEO keyword research is a smart way to give your content the best chance of success online.

Try this prompt: Conduct keyword research for [CONTENT] related to [TOPIC] suitable for [AUDIENCE].

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A starting point for your research

I have a well-refined process for how I perform research for my content. That hasn’t (and won’t) change because of ChatGPT. However, if you’re new to a topic, or having one of those moments when you’re just staring at the blank sheet of paper, ask ChatGPT to help give you a starting point.

Try this prompt: What are the key points [AUDIENCE] needs to know about [TOPIC]?

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Breaking a topic down

As a domain expert, clearly you know everything there is to know about your field of expertise. But you can’t share everything in every piece of content. It’s too overwhelming for your audience and completely unnecessary. A better approach is to split your topic up into smaller component parts, so you have space to elaborate and demonstrate why you’re the expert.

Try this prompt: Breaks down [TOPIC] into [NUMBER] smaller points that [AUDIENCE] would be interested in when addressing [PAIN POINT].

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The right tone and structure for social

I try to avoid social media. You won’t find me on Facebook, X, Instagram, TikTok, Snapchat (I’ve just done a quick Google on ‘social media platforms’ and haven’t even heard of WeChat – despite it being the 5th most popular platform!). If you want to talk to me on social media, you can find me here on LinkedIn.

But, if I was back where you are, I’d probably have to manage the company profiles across multiple social media platforms, which means I’d need to know how a great post for Facebook differs to X, differs to Instagram…etc. ChatGPT can help here too.

Try this prompt: Write me a post for [SOCIAL PLATFORM] to promote [X].

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Idea generation

Have you ever had that moment when you feel like you’ve said there is to say about a topic – and yet you need to write ANOTHER blog because SEO says you’re not ranking for a certain keyword? Or you want to write an email series that’s a little more exciting than the usual ‘here’s our great product/service’?? ChatGPT is a great starting point to get your creative juices flowing.

Try this prompt: Give me X ideas for [CONTENT] that appeal to [AUDIENCE] about [TOPIC].

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Identify opportunities

This is a great one if you’re looking to extend your reach through earned media, like PR or SEO backlinks. Ask ChatGPT to help save you time searching, so you have more time to spare crafting the perfect pitch.

Try this prompt: Identify [blog/podcast/PR] opportunities on [TOPIC] for [AUDIENCE]. Include 3 pitch ideas for each.

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AI in content production

Next up we come to the actual writing. This is where humans tend to work their magic, pulling on their copywriting tips, tricks, and techniques to create compelling copy that converts the audience. Yet I’ve found some great applications for ChatGPT during the writing process.


I’m going to stress again that we NEVER copy and paste, we only draw inspiration from the content ChatGPT produces.


Because if you, me, and any number of your competitors are asking ChatGPT to write content using the same prompts, it will give us the same output – and yes, in some tests I’ve run, you get identical content.


Even though you’ve asked ChatGPT to inject the copy with a little personality, it’s still not your company’s personality – it doesn’t know the words and phrases you favour, how you talk about your products, or position your brand.

Therefore, we take the output from ChatGPT and think about how we could apply it to our own content.

The following are 5 examples of how you can use AI in content production:

Copy with some personality

B2B content has a bad reputation for being dry, dull (am I allowed to say boring?!). It’s like the moment we step into the ‘office’ we transform into some weird corporate being that feels compelled to talk about ‘solutions’, ‘reimagining’ everything, and the need to ‘touch base’. We might be B2B, but we’re still selling to people. So let your actual weirdness shine and show some personality in your content.

Try this prompt: In the style of X, write [CONTENT] about [TOPIC] to engage [AUDIENCE].

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Adding emotion in the right way

People buy based on emotion and rationalise their decisions with facts. But in B2B copy emotion isn’t about making you fall in love with a character, like you might do when watching a film or reading a book, it’s about making them feel connected to you in some way. We don’t need to tell an elaborate story; simply be selective about the words and phrases we use to evoke and emotion. And just like a thesaurus, ChatGPT can help.

Try this prompt: What words can I use to convey [EMOTION] when writing [CONTENT]?

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Metaphors to support your storytelling

Storytelling technique is a powerful way to make a connection with your audience because our brains are hard-wired to listen to and understand stories. It teaches us how to frame our content in the right way, structure the narrative, and use emotion to keep the audience hooked. An effective way to employ storytelling into your B2B content is through metaphors. But sometimes it can be so hard to find the right one, you end up with an awkward, tenuous link. Thankfully, ChatGPT can help.

Try this prompt: Give me a metaphor to describe [TOPIC].

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Simplifying the complex

Similarly, analogies are a great way to explain complicated or complex ideas to your audience in a way that’s easy to understand. Ask ChatGPT to help you with some ideas.

Try this prompt: Use an analogy to explain [TOPIC] so it’s easy for [AUDIENCE] to understand.

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Alternative phrasing

Have you ever been reviewing your copy and there’s a certain sentence or paragraph that is saying everything you need it to, but it doesn’t sound quite right? ChatGPT will share an alternative that can help you to see what the problem is.

Try this prompt: What’s an alternative way of writing this [sentence/paragraph]: [INSERT COPY].

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AI in content marketing

Writing content is just the start because it can be repurposed to extend and prolong the life of your marketing campaigns. For example, an event becomes a white paper, which becomes an article series, which becomes an email nurture flow…etc.

At the moment, ChatGPT cannot browse external websites, which means you can’t just ask it to rewrite your content (I dread to think what the results would look like if you did!). BUT you can ask it for suggestions based on information you share with it.

The following are 4 examples of how you can use AI in content marketing:

Rewrite with a different tone of voice

How you use tone of voice within your content is important for how you want the audience to perceive you. For example, are you an authority, an educator, or a friend? There’s no right or wrong answer, simply what aligns best with your brand. If you’re not sure what feels right, ask ChatGPT for some ideas.

Try this prompt: How would I rewrite [CONTENT] using [TONE OF VOICE].

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Rewrite for different audience

When you’re selling big ticket items, like enterprise SaaS with configuration, managed services, or meaty transformation projects, it’s likely you’ll need to engage several stakeholders. But the messages that resonate with a CEO will be different to a CFO, CTO, CISO…etc. Here, ChatGPT can help you think about how to adapt your message to align with the mindset of these different roles.

Try this prompt: How would I rewrite [CONTENT] for [AUDIENCE].

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Rewrite for different a different sector

If you’re thinking about creating content to target a new sector or a new geographical location, you’ll probably find that you can repurpose a lot of your existing assets with a few simple tweaks. Using ChatGPT as part of a content audit, you can quickly see what existing assets can be repurposed and identify any gaps where you’ll need to create content from scratch.

Try this prompt: How would I rewrite [CONTENT] for [SECTOR/GEOGRAPHY/BUSINESS TYPE].

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Repurpose for a different content type or channel

Are you sensing a common theme yet?! Again, ChatGPT can help you identify how you can adapt and update your existing content to fit new types of content (for example, repurposing a blog into a white paper) or a new channel (for example, taking a blog on your website and sharing it as a LinkedIn post).

Try this prompt: Analyse this text for style and tone of voice [INSERT TEXT]. Write [CONTENT] about [TOPIC] in the same style.

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Need some help?

I will continue to update this article with new/amended applications as ChatGPT evolves and becomes more sophisticated.

In the meantime, if you have any specific questions about ChatGPT – or anything related to content marketing – my inbox is always open. Just email: