-
Let’s go on a journey.
Morning Mug of AI: Mapping the impact of AI in the writing process
- Where we are
- Europe - Aberdeen
- Americas - Houston
- Asia - Singapore
- The fun stuff.
- Five
- Case Studies
- Want to talk to us?
In the content team, we see AI the same way we see coffee. It doesn’t write anything useful itself, but it can become absolutely essential to the writing process.
The majority of hype around AI in the context of marketing is related to the automatic creation of finished content. Turn a post-it note into a six-part podcast series. Convert your meeting notes into a white paper.
In our experience, this is far from realistic.
Using AI as your writer is unlikely to produce effective results. Your writer should, however, be using AI to help them write more effectively.
A typical technical B2B content production cycle looks something like this:
All of the focus being on stage 4 can be off putting to those that understand the importance of stages 1-3, and the importance of true connection with the reader at stage 4. Early experiments with direct content production are typically disappointing, which can turn people away from AI altogether.
In our experience of using AI in the content production process the true value is elsewhere.
1. Discovery
Structuring of unstructured data
Speeding up transcription and reporting
2. Strategic
Correlation identification
Competitor audit / analysis information gathering
3. Concept
Rapid prototyping to test ideas
4. Authoring
Grammar / Style checking
Reading difficulty scoring
5. Distribution
Audience profiling assists
6. Refinement
Structuring multiple input data sets
Speeding up your existing approach with well targeted AI assists will return far greater benefits to most B2B content projects than attempting to go direct to finished copy from a single AI tool.
Gone are the long days of sifting through data for critical information. ChatGPT assumes the role of information curator, replacing hours of collation with minutes of prompt crafting.
Although chatGPT steals most of the headlines, it’s far from being the only tool you need to consider when adopting an AI chat sidekick for your workflows.