How I use AI to create more impactful content

I specialize in writing content that is original and effective. To accomplish that, I always maintain the role of primary writer – doing the important thinking, strategizing, and wordsmithing myself – especially when composing an initial draft.

Here's how I do it:

1) I write from scratch, usually based on an SME interview.

2) Once I have a draft ready, I pair write with Claude Pro and ChatGPT Team, using advanced, conversational prompting techniques designed by the world's top B2B copywriting coaches.

Bottom line: I don't let AI write content for me. I write with AI – after drafting from scratch myself.

Instead of handing the reins to AI, I treat it as a creative sparring partner. As I ping-pong ideas and brainstorm angles, AI helps me hone my (or the SME's) original insights and message.

I always do the thinking and heavy creative lifting myself, then bounce ideas and variations off of AI: 'Can you tighten this metaphor?' or 'Can you sharpen this intro so it's more relevant for the target persona?'

AI provides quick feedback, and I make the strategic decisions based on judgment and experience. Think of it as pair programming: constant, iterative feedback instead of total delegation.

It sure is.

AI content, as in content copied and pasted from ChatGPT, turns out poorly in most cases. Particularly long-form content. And it reflects poorly on the brand. Why should the target audience bother to read something the company couldn’t be bothered to write...?

There's nothing AI-generated about my approach to writing. I wouldn't call it AI-assisted either.

It’s AI-amplified.

Let me illustrate with an example that shows why pair writing with AI isn’t about cutting corners (and is the exact opposite of copy-paste slop).

Before AI, I drafted articles roughly like this: I did the research, interviewed the subject matter expert, transcribed the interview recording (manually), wrote a draft, and sent it to the client for approval.

With AI, here's how I draft articles: I do the research (even more thoroughly, using tools like Perplexity), interview the subject matter expert, transcribe the recording (a mix of AI and manual work), and complete a draft. [Before AI, this is where I would send the draft to the client for review, but not anymore.] Now the pair writing phase begins with Claude and ChatGPT.

In other words, I write drafts from scratch just as meticulously as before. Writing is thinking, and I don't outsource this crucial step to AI. The difference is that I have now added an extra step in the process: sparring and quality amplification with AI. This takes the content to a level I couldn’t achieve before.

Iterative co-writing with AI doesn't actually save me much time, and that's not the point of it either.

The process forces me to become a stronger creator and a more critical thinker (not the other way around). The result is just as original and technically accurate as before... only sharper, clearer, and more precisely conveyed.

The content becomes more credible to the target audience. And therefore more valuable for you as a client.