AI is transforming content creation – but simply pumping out low-quality, AI-generated content won’t cut it in 2024.

As a long-time SaaS content marketer, blogger and AI enthusiast, I’ve developed an effective process for leveraging AI tools to create high-impact content that ranks (check out this Business Insider interview where I talk more about my process).

In this post, I’ll share 11 battle-tested tips – from neatly integrating AI into your workflow to creating SaaS content that keeps readers hooked. Let’s find out how to improve your AI content strategy this year.

11 Proven Tips For Using AI in Your 2024 Content Strategy

#1. Embrace Using AI For Content & SEO

Some people still shy away from using AI tools in SEO and content. Often, this is because they don’t know how to use the tools properly, or associate “AI content” with poor quality, cliché-laden fluff.

I’ve been there too, so I understand that mentality. Coming from a background in journalism and academia, it took me a while at first to get comfortable with using AI in my content.

But after using AI tools daily for the best part of 2023, I’ve developed an approach that combines these powerful tools with human-specific nuances – to produce smart and effective content.

So my key takeaway? Embrace AI tools. Using AI isn’t cheating, it isn’t lazy, and it isn’t going to pollute the Internet. That’s if you use the tools the right way.

#2. Use a Human-AI Hybrid Approach

Using AI tools the ‘right way’ requires what I’d call a human-AI hybrid approach.

That doesn’t mean just telling the tool to “write a blog post about email marketing” and expecting it to produce high-quality output that attracts your desired target audience. It just won’t happen.

In the best-case scenario, your AI tool will spit out a well-structured, grammatically correct, yet fluffy piece discussing the topic at a high level. It may include some statistics or facts, but you can’t be sure whether these are accurate.

That’s why I’m still not convinced by most ‘one-shot blog post’ AI generators. They do a reasonable job of creating blog posts about non-technical topics, such as yoga, cooking, or puppy training.

But one-shot blog post generators just don’t measure up when it comes to producing content that convinces expert audiences to sign up for a trial or book a demo.

The solution is to use your AI tool as an assistant, rather than expecting it to do all the writing for you.

By understanding which parts of content writing work best for your tool, and which work best for you as a human, you’ll be able to approach AI content writing in a smart way that produces intelligent results.

#3. Be Ready to Converse With Your Tool

“Prompt and go” doesn’t work well when creating expert content with AI.

Instead, you have to be ready to converse with your tool, treating it as you would a human assistant. That way, you can fine-tune the output little by little, rather than expecting the first output to be good enough.

For example, here’s how I started prompting my AI tool to improve the introduction section for this blog post (I wrote the initial introduction section manually, but I wasn’t happy with it).

Here’s the first output the tool gave me.

I liked the first and second paragraph, but the third one felt like overkill. Also, the text included several cliche uses of language, such as “pulling back the curtain”.

So I asked the tool to tweak the output to make it better.

In the end, I took the first two paragraphs of this text, made a few manual tweaks, and slotted it into the article. This illustrates how you need to go back and forth with your AI tools to get quality content (and even then, you may need a manual touch).

#4. Choose the Right Inputs

Through lots of trial and error, I’ve discovered that giving your AI tool exactly the right inputs is the best way to get good output. It’s a classic case of “garbage in, garbage out”.

So you need to provide your tool with examples of ideal outputs for each task.

For example, if you want the tool to write a blog post in your personal style, you need to give it at least two to three examples of your own blog posts (preferably manually written ones).

My approach is to copy and paste the whole text into the tool, then ask it to summarise the tone, voice, style, and structure. Once it’s done that, I then ask it to use the same style to produce a new blog post on XYZ topic.

Keep in mind, AI tools are always learning from training data. If you give them great training data, it’s much easier for them to produce the outputs you want.

#5. Always Fact Check & Edit AI Output

Although AI tools are becoming increasingly accurate (especially when they can access the Internet), they still ‘hallucinate’ incorrect facts from time to time.

And, to make things worse, the tools tend to confidently state those facts as if they were entirely true. That’s why it’s so important to always fact-check AI content and find reliable sources to back up what it says. Pay particular attention to any use of statistics, citations, or bold claims.

Hand-in-hand with the fact-checking process is the editing process. I always read through and edit my AI content before publishing it. Although most of the time the grammar and spelling is very accurate, I often catch small errors that need fixing.

Other than that, sometimes the tools go a bit wild. They may use flamboyant metaphors and overly cliched language, which likely doesn’t fit the image of your SaaS brand. So, no matter how confident you are with your AI tool, it always pays to read through the output before hitting publish.

#6. Know Which Tool Works Best For Which Task

I’ve used at least 10 different AI tools over the last year. I’ve gotten a good feel for the strengths and weaknesses of each of them.

That’s why I recommend using several tools to get the results you desire. For example, I’ve got two paid subscriptions running at the moment: Claude 2 Pro and ChatGPT Pro. Although both tools have similar capabilities, I use them for quite a different set of tasks.

ChatGPT is great for creating custom instructions, such as the one I built to re-purpose a blog post into a conversational video script to use on YouTube.

Because of the way the interface is set up, it’s easy to train the custom instruction with whichever inputs you want. To help the tool produce better video output, I gave it a script framework from my friend Salma Jafri, a YouTube coach.

But for creating high-quality text output for blog posts and similar, ChatGPT isn’t my top pick. I just don’t like the tool’s proclivity for cheesy, clichéd content.

It takes a lot of extra prompting to make ChatGPT produce text in the style I like. That’s why I use Claude 2 for most of my written output.

I find Claude’s writing to be direct, clean, and similar in style to my own natural human writing. That way, I can produce content faster with less need for extensive editing.

#7. Don’t Always Rely on Third Party Prompts

In the early days of the AI craze, lots of people made money selling collections of “1000+ prompts for XYZ task.”

While these can be a good way to ease into AI tools as a beginner, I don’t think you need third-party prompts to get great results with AI.

In reality, the most important step is getting comfortable talking to your AI tool as you would a human.

“Prompting” just means giving the tool enough information to give you the outputs you want. Keep in mind, it’s an iterative process. You’re unlikely to get a great result with just one prompt.

#8. Integrate EEAT Signals in Content

Experience, Expertise, Authoritativeness and Trustworthiness (EEAT) play an important role in helping your content to get ranked in search.

Google prefers to prioritise content written by relevant experts. That’s why it’s important to integrate EEAT signals into your AI content. This is something best done manually.

Below, you can see an extract from the introduction to this article, where I used two EEAT signals high up on the page:

These achieve the following:

  1. Overtly state my experience in content marketing, blogging and AI.
  2. Link out to a relevant external interview with Business Insider, in which I spoke about my approach to AI content creation – directly relevant to the topic of this blog post.

Here’s what the interview looks like. It’s all about me and all about how I use AI. What’s more, Business Insider is an extremely powerful site with high authority.

#9. Get More Mileage With Repurposing

You should never just publish a blog post and then forget about it.

Instead, you can get a lot more mileage from the time and budget spent on blog content by repurposing those posts into other formats. AI tools can play an important role in the repurposing workflow.

For example, you could write a search-optimised how-to guide for your company website, then extract the step-by-step instructions and condense them into a LinkedIn post for the company founder’s personal page. An AI tool is the perfect partner to make this process fast and easy.

Alternatively, you could easily repurpose the text of a search-optimised blog post into a conversational video script suitable for reading from a teleprompter app, and then publishing on YouTube. I recently created a custom instruction for ChatGPT to handle this exact workflow.

In both these cases, the trick is first to train the AI tool by feeding it an example of the ideal format for a perfect LinkedIn post or video script. Once it has that information, you’ll find you get much better results from the new material.

#10. Use Voice Typing to Speed Up Your Workflow

Creating all those prompts for your AI tool conversations can take a lot of time and effort. So to speed things up, I use voice typing to dictate my prompts directly into the tool.

This also helps me feel more like I’m truly chatting with my robot assistant and encourages me to interact with the tool in a natural and human way (which works best).

If you haven’t tried voice typing yet, I recommend giving it a shot as soon as you can. It takes a little time to get used to, but once you’re there, it speeds things up no end.

#11. Build Your Brand’s ‘Online Universe’

Major changes are taking place within Google’s search results, most notably the introduction of SGE (Search Generated Experience). Effective content strategies in 2024 and beyond will need to go beyond SEO and build an online ‘universe’ for the brand.

There’s a lot that goes into this, but in simple terms, you should aim to build a presence for your SaaS brand on platforms other than just search.

For example, that might include the company founder and or CEO creating a strong personal LinkedIn presence. It could also look like a supporting YouTube channel for the company, or working hard to capture leads into a mailing list.

Digital PR campaigns also have an important role to play here. Branded searches are an important factor for the strength of your site. If many people are searching directly for your company name, that’s a good quality indicator in the eyes of Google.

Actionable Next Steps

In this post, I’ve shared 11 tips for effectively using AI tools to improve your content marketing and SEO in 2024.

I advocate using a human-AI hybrid approach, having a conversation with your AI assistant, choosing the right inputs, fact-checking and editing output, and repurposing content.

I also stressed the importance of establishing expertise and authority in content through personal branding and building an online presence across platforms.

Actionable Next Steps:

  • Audit your current content strategy and identify opportunities to integrate AI tools using the tips shared. Focus on improving existing weak areas first.
  • Choose one AI writing assistant such as Claude or ChatGPT to start with. Feed it examples of high-quality content in your niche to train it.
  • Set up a process for fact checking, editing, and repurposing any AI-generated content before publishing. Appoint someone accountable for quality control.
  • Encourage company leaders and experts to build authority by publishing posts or conducting media interviews. Strengthen your brand’s online footprint.

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