Content Writing in the Age of AI: Grey Dog’s Dos and Don’ts
Who doesn’t use AI tools today to help draft marketing copy? Adoption has been quick in our industry, but the human element remains key. Check out some best practices for writing content in the age of AI
Written by: Daniella Mendoza
So much is being said and written these days about AI and what its fast development will bring (and is already bringing) for different industries. Talk about digital fatigue... And yet, here at Grey Dog we haven’t escaped the debate either.
Recently, though, we have been focusing more on what it means in terms of content writing. It’s what we dove into on our first episode of Cuppa with Carley, our new video series where our CEO sits with team members and other entrepreneurs for a coffee and a chat about whatever they are most interested in. You can check out that episode below:
We also kicked off the year with a content writing workshop with the digital team, where we explored why language is fun –yes, really! We each brought some clever puns and favourite examples of wordplay as a way to get us thinking about language creatively. Because writing is a creative endeavour, even if your output is a simple email or Instagram caption.
And this is where the core of the matter sits: AI is a tool, an ever more efficient one, but it cannot tap into a creative self the way a person can. Language, and writing, are incredibly subjective. Forget the grammar rules and details about punctuation use. Some of the best examples of great writing completely eschew these (Ulysses, anyone?), but they remain unforgettable because they tap into human emotions.
And AI, so far, has not cracked the code on how to do that.
But don’t get us wrong; we’re not here to hate on AI or tell you to go full analogue. We just want to remind you that your brain, your imagination and capacity for creation, are unrivalled if you just give yourself the time to tap into it.
By all means, use ChatGPT or whatever tool you prefer to help with your writing. We certainly do. It’s all in the balance, and in taking what it offers with a grain of salt.
Here are a few ways Grey Dog is using AI when it comes to creating content:
As a sounding board: Have 3 versions of the same tagline and can’t decide on the best one? Give your AI assistant a go at it and see what it comes back with. (Better yet, ask a colleague or a friend for their opinion.)
As a way to beat ‘blank page syndrome’: We’ve all been there. Sometimes the creative juices don’t flow, and it’s the perfect occasion to bring your AI assistant on board. Maybe writing out prompts will spark a new idea, you never know!
As a thesaurus: If you’ve been writing brand content for long, then you know the feeling of being stuck on the same key words and CTAs. AI can be helpful in getting you out of that rut. Some of its suggestions will be ludicrous, but that’s where your common sense comes in.
As a starting point: For long-form content, it’s always important to start out with a structure that ensures you’re getting your point across in the most straightforward way possible. But sometimes laying out that structure can be a headache. Have ChatGPT offer you a few layout options and take it from there –don’t be afraid to let your own ideas creep in!
As ‘second eyes’: Remember, AI tools aren’t going to catch the subtleties of language, but they can help you spot typos and fillers, for example, or simply offer more succinct ways of saying something when you've hit a wall.
One last thought: all the above only works if you know what you’re writing, why and for who. Have you pinned down the brand voice? And what about adapting the tone for each platform? Is your value proposition clear and have you worked on your elevator pitch?
No matter how advanced AI gets, it will never be able to answer these questions for you, nor will it give you any useful copy if you don’t own this information. We’ve worked on branding development for dozens of companies over the past 15 years, and we know these answers are attained through conversation, reflection and banter –all of which require an actual person to guide you through.