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Marc Bates
Dec 10, 20244 min read

AI in marketing, part 2: Content creation that speaks volumes

AI isn’t here to replace creativity—it’s here to amplify it. Discover how SMEs can use AI to supercharge content creation without losing the human touch.


riff on Michaengelo's God creating Adam, a robot arm and a human
AI and creativity—unlikely allies?

AI and creativity—unlikely allies?

Let’s face it: content creation can be a grind. Whether it’s staring at a blank page waiting for inspiration to strike or trying to keep up with the relentless pace of social media, it’s easy to feel stretched thin. Enter AI—not as a replacement for creativity but as its turbocharged assistant.


Think of it as your behind-the-scenes collaborator, helping you brainstorm ideas, structure your thoughts, and free up time for what you do best—creating authentic, engaging content. But here’s the kicker: AI is only as good as the strategy guiding it. Without the human touch, even the smartest algorithms can come off a bit... robotic.

So, how do you harness AI without losing your voice? Let’s get into the nitty-gritty.


What AI brings to the table

AI tools have come a long way, and they’re not just about churning out generic sentences anymore. Today’s platforms use natural language processing (NLP), machine learning, and contextual algorithms to produce content that’s impressively human-like. Here’s how they can make your life easier:

  • Turning chaos into order: Have you ever jotted down a dozen random ideas that seemed brilliant at the time but now look like a mess of Post-it notes? AI can sift through that chaos, identifying patterns and structuring it into a clear, actionable draft. Tools like Jasper use pre-trained language models to transform fragmented inputs into polished paragraphs.

  • Idea generation: Struggling with writer’s block? AI can generate dozens of potential headlines, blog ideas, or email subject lines in seconds. By analysing trends and keywords, platforms like Writesonic can offer suggestions that are not only relevant but also optimised for SEO.

  • Bulk content production: Let’s say you need captions for a month’s worth of Instagram posts. AI can produce them in a fraction of the time it would take manually. By using data-driven insights, it ensures the content aligns with audience preferences, boosting engagement rates without you lifting a finger.


Why humans aren’t going anywhere

As advanced as AI has become, there are some things it just can’t replicate. Your brand’s voice, your audience’s nuances, and your industry’s intricacies are where humans still reign supreme. AI might understand language, but it doesn’t understand context the way you do.


Here’s how to maintain the perfect human-AI balance:

  • Set clear boundaries: Let AI handle the heavy lifting—think structuring, grammar, and research—but keep the storytelling, emotional resonance, and strategic direction in human hands. After all, an algorithm can’t brainstorm with you over coffee.

  • Be the editor-in-chief: The content AI produces is only as good as the input it gets. Once it delivers a draft, use your expertise to refine it, adding personality, humour, or technical depth as needed. Without this, the result risks sounding either generic or overly mechanical.

  • Keep your brand voice consistent: AI learns from the data it’s fed. Supply it with examples of past campaigns or content that nailed your tone, and it will be better equipped to mimic your voice. But always double-check—AI doesn’t always ‘get’ sarcasm or cultural nuances.


The tools SMEs need to know

If you’re ready to dip your toes into AI-assisted content creation, here are a few tools that are accessible, affordable, and powerful:

  1. Jasper: Known for its versatile content capabilities, Jasper leverages GPT-4 technology to craft blogs, emails, and even ad copy. Its templates are particularly useful for SMEs looking for a starting point.

  2. Writesonic: A fantastic tool for crafting social media content or e-commerce descriptions. It uses NLP to generate concise, engaging text tailored to your needs.

  3. GrammarlyGO: More than just a grammar checker, this AI can rewrite sentences for clarity, tone, and impact, ensuring your content is polished and professional.

  4. Canva Magic Write: Seamlessly integrated into Canva, this feature helps you brainstorm and draft ideas directly within your design projects, saving time and keeping everything in one place.

These tools are designed with usability in mind, making them perfect for SMEs without a dedicated tech team.


The bottom line for AI in marketing

AI in content creation isn’t about handing over the reins; it’s about working smarter, not harder. With the right tools and a clear strategy, you can scale your efforts, save time, and keep your content on point. But remember, AI is the assistant—you’re still the boss.


Next up in this series, we’ll dive into how AI can demystify data-driven decisions, turning analytics from a headache into a game-changer. In the meantime, why not experiment with one of the tools mentioned above? You might just discover your new favourite collaborator.


For more insights and expert advice on content marketing, visit Balanced Marketing Insights. We're here to help you unlock the power of content marketing for your business. Get in touch today to start your content marketing journey.



About Marc Bates

Marc Bates is a marketing consultant with over 20 years of experience in content marketing, commercial and contract publishing, and communication design. In 2014, Marc launched Balanced Marketing (Balanced Agency) with a simple mission: to help companies with limited marketing resources develop great marketing assets. I focus on ensuring an audience-centric approach to delivering creative and cost-effective content for client-owned print and digital media. 


 

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