How to use AI for your content strategy, the essential basics explained for long-term success

Dear CEO and CMO, this is what you need to know in 2025 to improve your content strategy

Did you know 50% of people recognize and engage less with AI-generated content? And that 51% of marketers want to work with it but lack knowledge and training?

If you want to use AI for your content marketing strategy and are looking for a head start, this is what you need to know and apply. 

What you need to know

• The strategic advantage comes from people who work with AI, not from AI itself  
• You must dare to show your true, authentic colors. Don't hide in the middle, being afraid to alienate audiences.   
• Successful usage of AI means prioritizing brand identity and ethics over efficiency, quality over quantity, and  long-term brand storytelling and growth over short-term vanity metrics 

There is no quick hack, no cutting corners, you also don't need more content, the cost savings are different than you think, and why your employees keep quiet that they use AI. Lastly, how to be accountable and give clarity in the C-suite. 

What to do

Give or take, these should be the elements of your strategy:

→ You can use AI in all of them.

1. Brand identity and business objectives: who are you and why do you do what you do.
2. Research: SWOT, audience, competitors, content audit, SEO, analytics, sales data and seasonality
3. Define goals, topics, and how to realize them: why do you produce content, what's your story, and how do you measure the results
4. Planning: calendar, reuse strategy, production planning. Align with your resources and processes. Is it feasible
5. Production: ideate and create, create your assets to fit distribution not for the sake of distribution 
6. Distribution and paid promotion: include a-synchronicity between channels to get more bang for your buck
7. Reporting and KPIs: C-suite reporting and vanity metrics for daily management

There's no golden rule on what to do or how to do it. The only rule is not to prompt your way into a content strategy.

An AI-generated content strategy will get you something generic, and that's not what you're looking for, right?

Strategy is a craft for a reason. Creating something that will stand out and be noticed takes a somewhat dirty, twisted mind.

Do you want to upload all your insights and data to AI to get your mediocre content strategy? Really?

The magic is in your strategic thinking, and AI helps you. AI is not to replace human innovation and creativity. 

Read more

Below are my most-read articles on content and AI, in random order.

→ AI and (ghost)writing, a 5 step framework for high-quality, authentic content

→ Master the rule of 5 to 7: make your content stick

→ AI and GPTs for proofreading and improve the quality of your content

→ How to use ChatGPT to create content: define your tone of voice

→ Improve your ChatGPT output: a 2 step guide for 'Custom Instructions'

→ Get better AI results. The why and how elements of a good prompt, explained by example

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