How can AI aid the creative process?

AI can streamline the creative process and free up time for copywriting.

We’re not advocating using AI to generate marketing copy, but AI tools can be leveraged to speed up output and streamline some of the tasks you do regularly as part of the creative process to support the delivery and distribution of content.

In this blog, we’re going to focus on the potential for using AI to support you with:

• Repurposing content
• Topic brainstorming and ideation
• Headline ideas
• Distributing content

Repurposing content

Using some tried and tested AI tools, old blogs, whitepapers and case studies can be turned into copy for marketing emails, social posts and even podcast scripts. You can feed your original content into a tool like ChatGPT and request the content is repurposed into different types of content.

The beauty of using AI tools for repurposing content is that you’re not using content the AI tool has generated itself but your own original content that is being tweaked to adapt to other platforms or for other uses. For example, you can feed an existing blog into an AI tool and ask it to generate ideas for social posts for platforms like LinkedIn. This can save time, especially if you want to promote the blog more than once.

However, as an AI tool is still being used, it remains important to check, validate, humanise and edit the copy before it is published and shared.

Topic brainstorming and ideation

From researching ideas for content to brainstorming ideas and themes, AI tools can reduce the time spent on these tasks and be a good starting point if inspiration is in short supply.

AI tools are not credited with churning out exceptional content – human intervention is necessary to ensure it reads well, is accurate, written in the style and tone required, and demonstrates E-E-A-T – but they can be useful in getting the creative juices flowing and suggesting other concepts, topics and associations your team may not have thought of.

In this, they can be an excellent springboard for generating new ideas and finding a new perspective on topics you might otherwise know well.

Headline ideas

Once you’ve written a blog or piece of content, you know it’s focus and may have an idea for a good headline – or may not. By inputting a few keywords that define the focus of the blog or article, an AI tool can feedback a range of options that can give ideas you may not have thought of.

Headline generator tools can provide the spark of inspiration you need to come up with a killer headline. We recommend using the tool after the blog or piece of content is written so you can make a clear judgement on what the most appropriate headline will be. You don’t need to even lift a headline that’s been AI-generated. Instead, you can use the headline suggestions it gives you to help you shape or structure your own headline – the headline generator can simply be used to reduce the time it takes to think up a persuasive headline.

Distributing content

Some social media management tools use AI to identify the best time to publish posts based on online behaviour and activity, to schedule posts and to analyse the performance of what is shared across channels. Email marketing tools may also use AI to calculate the best times for sharing emails to help drive higher open and click-through rates.

AI has long been used to analyse consumer or customer data and engagement patterns to allow marketers and content creators to better understand their audience and how their audience responds to their content. This helps marketers to create and distribute content that is even more targeted to a specific persona or audience segment which, in turn, should increase engagement.

Though AI tools can optimise and streamline the distribution of content, it is important all content is checked by an editor or reviewer for style, tone, accuracy and audience fit before it is published.

If you need support to write engaging, audience-driven content for your B2B brand or agency, contact Copestone today.