Article
AI can help with your marketing, but you still need to recognise yourself in what goes out.
It's easy to use AI to put something on LinkedIn or Facebook. The same goes for emails and other writing you send as a company. I use a rule I call 10–80–10 to keep the human involved at both ends of that process.
The first 10% has to be you
Start with your stories, your experiences, your values and your beliefs. Collect what you want the AI to understand about your marketing message, your voice and the things that matter to you.
That material belongs at the front of the process, before you ask for an article or an email. Give the AI your own thinking to work with.
Let AI do the next 80%
Once you've supplied that first part, use AI to help write the article or break the content into emails. This is where it can do a lot of the writing work.
Come back for the last 10%
Read the output and check whether it still sounds human, and whether it sounds like you.
There might be weird wording or mannerisms you don't agree with. Change them. Put your own spin on it. Use words that only you would say.
Before you send the email or publish the article, go through the draft and replace the phrases you wouldn't use in a conversation.