How to prepare the content team for AI

33% Cuts in teams are expected, we have no idea what’s its true power

The last one in my series on your most asked content questions is ‘How can I prepare the content team and organization for AI?’ 

No need to explain the exciting times ahead as we unleash the power of AI. We’re just starting to tap into the possibilities. In the meanwhile, the AI experts rise on LinkedIn, and it looks like all Metaverse specialists are switching grounds.


Fleur Willemijn van Beinum

When AI is doing the dirty grinding stuff, you can free your mind and time for more strategic work.

Fleur Willemijn van Beinum


Why it matters and how to prepare

How can you prepare yourself, the team, and the organization for AI?

A few things

  • AI is great for research and ideation
  • AI is super for boring execution work
  • AI can create content assets
  • AI can be your personal assistant

That being said, AI's true power is in feeding you to do better. 

It's you who creates the magic, not AI. And employees and management that don't use AI, will be replaced by those who do.

Your content job will change for sure. You better embrace it and use ChatGPT to your advantage. 


Three steps in using AI correctly for content

What’s in common is that AI does the hands-on work. When AI is doing the dirty grinding stuff, you can free your mind and time for more strategic work.

First, learn to use AI and write prompts. Never settle for the first answer. The magic happens when you and ChatGPT dive into the rabbit hole together.

Second, once you have the output, it’s up to you to make it significant for your brand and organization. How to fit the AI output into the brand strategy, validate and sanity check it and bring it to life in your brand’s voice.

Last, you excel in visual presentation, a.k.a. eye candy. Finding the right visual for content, with a little help from AI if needed. The combination of the visual and copy is design, art, and creativity; it’s human.

And don’t forget about the formatting to create mobile easiness. What works on a laptop usually doesn’t work on mobile. And most content is consumed on mobile devices. Hence, up to you to make it look sexy.


Prepare yourself; freak out or take control

Now you can do two things

  1. Be afraid that AI will take over your job
  2. Be the one that uses AI and takes over someone’s job who didn’t 

My tip is to stay on top of trends and be patient where needed. Please don’t jump on every bandwagon and wait a bit to see how things evolve. Let others be the guinea pigs, and you learn from them.

In the meantime, you do research on compliance and regulations. From data safety using ChatGPT, Bard, Midjourney, DALL•E to ethics, copyright, laws, and still unknown other elements.


Prepare the content team; strategy, and vision

This one is tricky. Depending on your team. The only sane thing I can say is to get them seniority and guidance.

If you’re lucky and have a Content Strategist or Director, make sure both of you are on the same page and support the team to discover, learn and apply AI. You give guidance on compliance and regulations.

If you only have juniors and mediors in your team, it’s up to you to take that role.


How ChatGPT can help content producers and copywriters

What ChatGPT says about content producers and copywriters, six tips. Rewritten in my tone of voice and edited by me. You'll notice in the tone of voice it isn't all of me who wrote it. 

'As a content producer or copywriter, you're probably wondering how you can effectively incorporate ChatGPT into your work. Some valuable insights.'

  • ‘First and foremost, ChatGPT is an excellent tool for idea generation. Engaging in a conversation with it can help you explore new angles, gain valuable insights, and generate fresh ideas that will elevate your content to new heights.’ 
  • ‘The magic trick for your brain is to say ‘hi’ to start your prompt. That engages you in a conversation modus to get the most out of your cooperation with ChatGPT.’ 
  • ‘Second, ChatGPT is great for research. By asking questions or giving relevant keywords, you can find accurate information, statistics, and credible sources to enrich and support your content.’
  • ‘Third, use ChatGPT for writing. Whether you need guidance on sentence structure, grammar, or writing style, ChatGPT can provide suggestions to improve the clarity and flow of your content. It can rephrase sentences and offer alternative word choices that align with your intended tone and message.’
  • ‘Additionally, ChatGPT can be used for A/B testing. By presenting multiple versions of your content, you can seek feedback and insights from ChatGPT, enabling you to make data-driven decisions regarding which version resonates best with your target audience.’
  • 'Fifth, maintaining a consistent brand voice and tone, ChatGPT can help. By sharing examples of your brand's existing content, ChatGPT can provide guidance on how to align your writing style with your brand's identity, ensuring a cohesive and professional representation across all platforms.'
  • Content optimization is the sixth strength of ChatGPT. By sharing your content and specifying your goals and target audience, ChatGPT can offer valuable suggestions to improve the structure, enhance engagement, and deliver your message effectively.’

‘Remember, while ChatGPT is a powerful tool, exercising critical thinking and human judgment is important. Utilize its responses as a supplement to your creativity and expertise to produce high-quality content that meets your objectives.’

'By adopting this approach, you'll be able to leverage ChatGPT's capabilities as a valuable asset in your role as a content producer or copywriter, helping you deliver impactful and engaging content that resonates with your audience.'


Prepare the organization; data, and security

This one is also tricky as we don’t know what’s coming.

It’s up to you to educate and update the board and C-suite on what’s hip and happening with AI. And what it can mean for your organization. Keep them informed and, most of all, be upfront to prevent any last-minute panic when true AI power hits the market.


Shake out on junior and executional level

And expect a shake-out on the junior level as AI can take over the execution work. I have spoken to a few agencies; all envision a cut of ~25 to 33% of their junior staff.

Help your team put AI in the right daylight and free up time to learn how to use it. That’s where that senior Content Strategist or Director comes into the picture.


Final words

I’m pretty stoked for the future. I’ll leave the nerdy nitty-gritty details on how to use AI over to the experts, and I focus on the strategy part. If they excel in befriending AI, I’ll help them to implement it safe and secure in the organization so it contributes to the business.

Do you want to know a bit more about what I’ve seen and experienced and learn from my mistakes? Don’t hesitate to drop me a DM. We can always jump on a quick call for some details.



The 5 most asked questions about content

You ask me the same questions over and over again. My clients. During workshops, keynotes, and calls. 

So, why not write them down? Here's my ‘They ask, you answer’ series on content and strategy.  The questions are in the most asked order. 

  1. I want more content for less budget; what are the tips? (this blog)
  2. What do I need to measure? I struggle with accountability.
  3. It takes forever; how can I speed up the process and shorten the time to market?
  4. I don’t see the results; what can I do?
  5. We struggle with ownership; where should content be?
  • Bonus: How to prepare for AI; We have no idea what’s its true power; 33% cuts in teams are expected (this blog)

Click on the links to read more (duh…)