Utilizing AI in Content Creation: Best Practices for 2024


AI has become a major buzzword in 2023, and the trend of using AI in content creation has gained significant traction. While generative AI provides remarkable possibilities for content generation and optimization, it is crucial to strike a balance between its capabilities and limitations.

The surge in user-generated content on platforms like TikTok and Instagram means that consumers are constantly bombarded with content, making it essential for your content to stand out. 

Research indicates that a whopping 328.77 million terabytes of data are generated daily, with video contributing more than half of the global data traffic at 53%.

According to a Hackernoon poll, 60% of writers had already incorporated AI into their work by March 2023.

Marketers have successfully leveraged AI for tasks like summarizing lengthy texts and creating engaging social media copy.

However, in the midst of this evolution, the consensus is clear: Brands must prioritize delivering distinctive, valuable content to build credibility and trust with their audiences.

In this article, we will talk about the importance of brands embracing technological advancements, and incorporating them, especially AI in content creation.

The Current State of AI-Powered Content Marketing

The landscape of AI-powered content generation is undergoing a transformative shift, driven by advancements such as ChatGPT from OpenAI. This cutting-edge technology, fueled by sophisticated algorithms and deep learning, goes beyond conventional AI models by creating original content in various forms, including text, images, and even computer code.

The potential applications of generative AI in content creation are expansive and continually evolving, promising to reshape existing strategies and usher in a new era of growth possibilities.

Content creators can streamline workflows, generate novel ideas, and produce compelling content at scale. Brands, in turn, can craft personalized campaigns, elevate customer experiences, and achieve superior business outcomes.

Experts assert that we are currently in the “gold-rush era” of AI-powered content marketing, witnessing a surge in demand for generative AI.

However, considering the technology’s nascent stage and the need for a thoughtful approach, strategic use is paramount.

Best AI Content Creation Tools

Practically speaking, the most effective AI content creation tools are those that assist in shaping your marketing strategy and can transform your content into highly engaging material. It’s a no-brainer, right?

With a plethora of AI tools making grand claims about their capabilities, it’s high time to sift through the gems and discard the duds.

Here are a few AI content creation tools:

1. ChatGPT

ChatGPT has practically become synonymous with “AI content creation” these days, establishing itself as a go-to tool. Functioning as a natural language processing (NLP) chatbot, ChatGPT excels in comprehending and generating human-like conversations and various content forms, including social media posts and blog articles.

Despite its relatively short public existence of just a year, ChatGPT sparked significant concern among writers and marketers, hinting at a future where machines might overshadow our roles. 

However, it’s crucial to note that, as advanced as ChatGPT is, it remains a machine. While it proves helpful in numerous scenarios, it’s far from replacing the unique capabilities of human original thought. (Fingers crossed…) Seriously, it won’t.

Optimal Uses for ChatGPT:

  • Idea generation and brainstorming.
  • Crafting outlines for blog posts.
  • Generating ideas for social media posts.

Areas Where It Might Not Shine:

  • Creating full drafts.
  • Providing factual or historically accurate details. (Always cross-check with reliable sources!)

2. Surfer

Surfer emerges as the go-to tool for writers passionate about SEO. Offering a robust set of features encompassing keyword research, content editing, and domain & SERP analysis, Surfer ensures that your content not only meets high-quality standards but is also optimized for search engines.

With the ability to plan and structure content based on data-driven insights, writers can align their creations with SEO goals, receiving valuable guidelines and suggestions along the way. The competitive analysis feature enables a thorough examination against industry peers, keeping users ahead in the SEO landscape.

Additionally, the Keyword Surfer extension and AI brief functionality contribute to enhanced content richness, making Surfer an indispensable companion for SEO-focused writers aiming to elevate their digital presence.

Ideal Uses for Surfer:

  • Keyword research, content editing, and domain & SERP analysis to ensure content is both high-quality and SEO-friendly.

3. PepperContent

PepperContent, an innovative AI-powered content marketing platform, redefines the landscape of content strategy and collaboration for marketing teams. Leveraging machine learning, the platform ensures users receive highly relevant information for their articles while offering insightful suggestions for the next steps in content creation.

With Peppertype AI at its core, the tool generates personalized and SEO-optimized content, supporting users with templates and multilingual capabilities. 

The Content Editor not only facilitates the creation of optimized content but also performs automatic checks for grammar, plagiarism, and word misuse. Seamlessly integrating with platforms like Shopify, WordPress, Semrush, and Google Search Console simplifies the publishing process.

The Advanced Style Editor enables easy design without complex technical knowledge, while the Marketplace facilitates hiring writers, editors, translators, and creators to accelerate marketing goals.

As the demand for AI writing tools rises, PepperContent emerges as a holistic solution catering to diverse content creation and optimization needs.

Ideal Uses for PepperContent: 

  • Content Assistant.
  • Design content effortlessly with the Advanced Style Editor, catering to various design preferences.
  • Leverage powerful engagement metrics for real-time analysis and adjustments.

4. Frase

Frase stands out as a robust content creation tool, offering a range of features to enhance content generation. While it presents a “5-day trial,” it’s important to note that it comes at a cost of $1 for the trial period.

Notable features include seamless integration with Google Search Console, version control within the document editor, and the convenience of undo/redo buttons, a feature distinct from other tools that rely on keyboard commands.

Frase allows easy export to PDF, HTML, or Excel, and its AI document editing capabilities enable efficient content creation. The tool excels in generating content briefs and outlines while also providing optimization features for enhanced Google rankings.

In a landscape of AI in content creation tools, Frase offers a comprehensive solution with its distinctive features and capabilities.

Ideal Uses for Frase: 

  • Generate content briefs and outlines using Frase for structured and organized content.
  • Benefit from AI-driven insights for relevant and SEO-friendly article generation.

5. JasperAI

Emerging as a notable alternative to ChatGPT, JasperAI specializes in generating textual content for various purposes, including articles, social media posts, and scripts.

What distinguishes Jasper is its proficiency in capturing tone, ensuring the delivery of on-brand content that resonates with your unique voice.

Aside from content creation, Jasper serves as a valuable tool for translating content into 30 different languages. The platform seamlessly integrates with popular applications like Google Docs and offers the flexibility for users to create their own integrations using the API.

Ideal Uses for JasperAI:

  • Expanding global reach by translating content.
  • Generating content ideas and outlines.

Areas Where JasperAI Might Not Excel:

Crafting pillar or crucial content. While AI tools are beneficial for idea generation and filling in content gaps, tasks such as creating sales pages, landing pages, or executing significant campaigns are best entrusted to human professionals.

5 Ways to Use AI in Content Creation

Here are ways to harness AI in content creation.

1. Data-Driven Targeting

AI algorithms analyze vast data sets, extracting insights for highly targeted content that aligns with audience preferences, ensuring timely and relevant messaging.

2. Automated Content Generation

AI streamlines content creation, automating tasks for swift production of data-driven drafts. However, human input is crucial for quality assurance and brand alignment.

3. Enhanced Personalization

Leveraging user data, AI delivers personalized content recommendations, fostering stronger connections and boosting engagement and conversions.

4. Streamlined Editing and Optimization

AI-powered tools like Grammarly act as virtual writing assistants, offering automated proofreading and delving into content performance analysis, optimizing strategies based on data insights.

5. Voice Assistants and Audio Content

AI optimizes content for voice search, incorporating conversational language and keywords.

AI transcription services convert audio into text, ensuring accessibility and SEO indexing. This dual approach caters to diverse preferences and enhances discoverability.

Beyond AI in content creation as a concept, let’s understand why AI content tools are popular.

  • Speed: AI-powered tools outpace human capabilities, generating content at a much faster rate.
  • Volume: AI tools excel in producing substantial quantities of content within a short timeframe.
  • Consistency: The text generated by AI maintains a consistent style and tone, ensuring coherence across various pieces.
  • SEO Optimization: AI content generators contribute to optimizing content for search engines, enhancing visibility and relevance.
  • Cost-efficiency: Utilizing AI tools proves to be more cost-effective compared to hiring human writers, making them an attractive option for various businesses and content creators.

How to Revolutionalize Content Creation Using AI?

AI is truly changing the way brands create content. Especially B2B brands, because it is always a challenge for them to navigate the nuances of new contents now and again.

This is how AI is revolutionizing content creation.

1. Repurposing Existing Content

If you have compelling content, leverage generative AI tools to extract more value. Input your content into tools like ChatGPT or Wavve to generate summaries, simplifications, or new angles.

This not only saves time but also allows you to transform lengthy articles into shorter, engaging pieces effortlessly.

2. Automated Keyword Research

Automate your keyword research using AI tools like Surfer SEO or INK. These tools analyze vast amounts of data, providing suggestions for content ideas, structure, and topic clusters based on the data you input.

While chatbots can’t conduct keyword research on their own, they significantly streamline the process when provided with relevant data.

#TCCRecommends: You can rely on Google Keyword Planner for extensive keyword research and content strategy. 

3. Content Analysis

Skip the manual data analysis by employing AI tools like Polymer. Whether you want to evaluate social media performance or determine the most effective content types, AI can swiftly extract data points and highlight trends.

Polymer, for instance, helps users explore, visualize, and present data, making content analysis more manageable.

4. Optimizing Your Content

SEO optimization is vital, and AI tools like Yoast SEO or Semrush’s SEO Writing Assistant can help. These tools analyze your content, offering insights into readability, keyword usage, and overall SEO optimization.

Let AI guide you on where to place internal links, suggest keyword usage, and recommend text adjustments for a specific audience.

5. Personalization & Segmentation

Utilize AI for audience segmentation and personalization. Provide your AI tool with audience data and desired parameters, allowing it to segment your audience effectively. This segmentation can then inform personalized content creation.

Tools like Copy.ai aid in translating content across languages, ensuring SEO-friendliness and brand voice consistency, while Dynamic Yield helps optimize the customer experience through complex segmentation and personalized targeting.

The Future of AI in Content Creation

Looking ahead, the landscape of AI-powered content marketing is poised for a significant transformation, with brands capitalizing on the vast potential of AI to distinguish themselves from competitors. Unlike the past, where uniqueness and creativity were often sidelined, these qualities are expected to take center stage.

In the coming years, brands can anticipate accelerated idea generation, freeing up time for more imaginative pursuits. AI models are projected to become more powerful and multimodal, seamlessly constructing infographics and diverse marketing materials with audio and visual representations of data and ideas on demand. The ability to follow instructions will also improve, incorporating live information retrieval.

The future landscape suggests an increased dependency on AI technologies, potentially turning content marketing professionals into better editors than writers.

Here’s a glimpse of what our experts foresee in the next 5, 10, and 50 years in AI-powered content marketing:

In 5 years:

  • A shift from content generation to moderation.
  • More editors than writers, with people relying on AI tools due to a lack of writing skills.
  • Full AI automation of simple content, with a heightened focus on branding, creativity, and uniqueness for high-value content and campaigns.
  • Standardization of full automation for repetitive tasks and data analysis, with dedicated platforms for creating and optimizing prompts, emphasizing the importance of human-AI collaboration.

In 10 years:

  • Dominance of different formats such as voice and video.
  • AI handling more complex tasks, potentially fully taking over human-generated content.
  • Limited opportunities for entry-level roles in the content space, except for low-skill jobs focused on prompt optimization.
  • Corporate use of AI in content creation to extract more from workers, potentially leading to reduced compensation.

In 50 years:

  • Everything becomes singular.
  • Human competition with AI is achieved through AI-powered enhancements to their bodies.
  • A shift from humans as content creators to units of procure-to-pay processing, assisting data ingestion and output creation.


Navigating the integration of AI in content creation warrants a thoughtful approach. Concerns about the potential displacement of the human touch are valid, but it’s crucial to view AI as an amplification tool, not a replacement. To find comfort, start small, gradually incorporating AI-powered tools.

You retain control over the extent of AI assistance, preserving the irreplaceable human qualities of creativity and emotional intelligence. AI complements, not replicates, human experiences. Experiment with tools aligned with your goals, embracing those enhancing productivity.

Achieving harmony between AI and human creativity is the goal — a symbiotic relationship offering the best of both worlds. Approaching AI with the right mindset can elevate success in the dynamic realm of B2B marketing.