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Creating content with AI: speed, brand voice and control
6 minutes · 8 steps · workout 2 of 6 in this module
What you'll be able to do
By the end of this workout, you'll be able to set up a brief-draft-edit-check workflow for AI content, write a brand voice guide the assistant can follow, and decide which tasks still need a human first.
A first look: The workflow: brief, draft, edit, check, publish
AI content works when a person owns the two ends of the process. You write the brief: who it's for, what it should make them do, what points must be in, what must not. The assistant writes the draft, or three drafts. You edit for voice and cut what's generic. Then you check every claim, number and name against a source. Only then does it go out. Skip the brief and you get filler. Skip the check and one wrong sentence can undo months of trust.
Example: Corner Coffee's monthly newsletter: the marketer writes a 6-line brief (audience: loyalty members; goal: bring them back on weekday afternoons; must include: the 3 p.m. offer; must not: discount codes older than this month). The draft takes 30 seconds. Editing and checking take 20 minutes.
What this workout covers
- The workflow: brief, draft, edit, check, publish
- A brand voice guide the assistant can actually use
- Case: Corner Coffee's posts that “sound like a robot”
- The three-question check before anything goes out
A question from this workout
Green Garden Skincare publishes 4 blog posts a month and wants to use an AI assistant. Which way of working will most likely keep quality up while saving time?
- Ask the assistant for “4 blog posts about skincare” and publish them the same day
- Give the assistant a brand voice guide and an outline for each post, generate a draft, then have a person edit for facts and tone
- Use AI only for headlines and keep writing every post by hand
- Generate 12 posts a month instead of 4, since the tool makes it cheap
Pick your answer first, then open the reasoning below.
Show the answer and the reasoning
Answer: B. Give the assistant a brand voice guide and an outline for each post, generate a draft, then have a person edit for facts and tone
The assistant is fast at drafting, and slow-thinking humans are good at judging what's true and what sounds like the brand. Splitting the work that way keeps both. The most common mistake is the last option: tripling output because it's cheap. Readers don't want more posts, they want useful ones, and every extra post still needs a human check or it damages trust.
The other steps work the same way: you decide first, then see why each option is right or wrong.
How you practice here
- 3 short concept cards
- 2 multiple-choice questions
- 1 campaign case with real-looking numbers
- 1 put-in-order exercise
- 1 guided calculation
Part of the module: AI in Marketing
Make AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.
More workouts in this module
- Writing good prompts: role, context, examples, format
- AI for ad images and video creative
- AI for data analysis: from spreadsheet to insight
- AI search: how ChatGPT, Gemini and AI Overviews are changing traffic
- Risks: hallucinations, copyright, privacy and brand safety
Programs that include this workout