Generative artificial intelligence (AI) tools like ChatGPT and Claude AI have rapidly transformed content creation in marketing. However, their use often sparks debate. Some marketers reject these tools outright without exploring their potential, while others rely on them too heavily, using AI-generated text verbatim without refinement.
The truth lies in striking a balance. Large language models (LLMs) are powerful assistants for brainstorming and streamlining tasks, but their outputs often lack the depth and nuance of human writing. AI can assist in generating ideas and drafts, but its "artificial flavor" — much like a sugar substitute — is still detectable. It’s a helpful tool, not a replacement for human creativity when it comes to creating content.
So, how can marketers effectively integrate generative AI into their content workflows? We get into it below (& have more details in our free AI Prompt Generation for Content Guide), but first we will outline practical applications and introduce the latest tools available.
7 Popular AI Tools for Content Creation
Generative AI tools come in various shapes and sizes, tailored to different aspects of content creation. Here are some of the top ones used by marketing professionals:
ChatGPT: Text, conversation and image generation (via DALL-E integration)
- Cost: Free tier available; ChatGPT Plus ($20/month)
- Perks: Versatile and conversational, ideal for brainstorming and creating draft content
Claude.AI: Text/conversation generation, content summarizing
- Cost: Free tier; premium plans start at $30/month
- Perks: Focused on ethics and clarity in writing
Jasper: Blog posts, social media content, ad copy, email marketing
- Cost: Starter plan ($29/month); Boss Mode ($59/month)
- Perks: Ready-made templates for marketing workflows
Copy.ai: Copywriting, content creation, brainstorming ideas
- Cost: Free tier; Pro ($35/month)
- Perks: User-friendly, with flexible options for marketers.
Writesonic: SEO-optimized content, blog posts, ad copy
- Cost: Free trial; Basic ($15/month); Professional ($45/month)
- Perks: Combines AI writing with SEO tools
Rytr: Content generation for various formats, email, social media, blogs
- Cost: Free plan; Saver ($9/month); Unlimited ($29/month)
- Perks: Affordable with multilingual support
Heroguide.AI: Content creation, SEO optimization, blogging, branding
- Cost: Free trial; Pro plans start at $29/month
- Perks: Strong focus on branding and storytelling
4 Ways To Use Generative AI That Aren’t Writing
So, if we don’t use AI for actual copywriting just yet, how can you use it?
#1 Brainstorming New Ideas
AI can act as your on-demand brainstorming partner. Whether you need fresh content angles or want to refine existing ideas, tools like ChatGPT can help spark creativity.
#2 Aligning with Brand Voice
AI tools can analyze past content to ensure your new drafts align with your brand’s tone and style. Provide examples for reference, and use AI outputs as a starting point, refining them for authenticity.
#3 Compliance Checks
Save time by letting AI review your content against guidelines or requirements. AI excels at scanning documents for alignment with proposal standards or brand strategies.
#4 Repurposing Content
Maximize your content’s value by adapting it for different platforms. For instance, turn a blog post into a LinkedIn article, Instagram captions, or email snippets using AI prompts.
Work Smarter With Generative AI
Beyond content creation, AI can optimize marketing operations, analyze customer insights, automate processes, and much more. However, its strength lies in supporting your creative efforts, not replacing them.
By incorporating AI into our daily workflows, we can maximize our marketing and creative efforts and deliver even better results for our clients.
Ready to dive even deeper? Download our free AI Prompt Generation for Content 101 guide here and take your content creation to the next level.
