Most companies use AI wrong - creating content that screams "chatbot wrote this."

Here's how to use AI as your assistant, not your replacement.

The Right Mindset

AI is your:

• Research assistant

• First-draft writer

• Idea generator

• Content multiplier

AI is not your:

• Final content creator

• Strategic decision maker

• Relationship builder

• Quality judge

5 AI Tools That Work

1. Content Ideation

Prompt: "Generate 15 blog ideas for Australian construction companies dealing with skills shortages"

Edit the output: Add your expertise, remove generic suggestions, pick ideas matching real client challenges.

2. First Drafts

Prompt: "Write 500 words for Australian small business owners about cybersecurity threats they're ignoring. Include specific steps to address each threat this month."

Then rewrite 70% to add personality, examples, and industry insights.

3. Email Sequences

Prompt: "Create 5 emails for prospects who downloaded our project guide but went quiet. Focus on implementation challenges."

Customise heavily with your voice and real client examples.

4. Social Variations

Take your best blog post. Ask AI to create:

• 3 LinkedIn posts

• 5 tweet-sized insights

• 1 email newsletter section

Edit each for platform tone and your brand voice.

5. Research Acceleration

Prompt: "What are the biggest operational challenges facing Australian manufacturing in 2025? Include regulatory changes and labour issues."

Use for content ideas, not final facts. Always verify claims.

Quality Control Rules

Rule 1: Never publish AI content without substantial editing

Rule 2: Fact-check everything…AI makes stuff up

Rule 3: Add specific examples from your experience

Rule 4: Inject your opinions and personality

Rule 5: If it sounds generic, rewrite it

Advanced Prompting

Instead of: "Write about marketing"

Try: "Write for Australian manufacturing CEOs about why their marketing isn't generating qualified leads. Include 3 specific problems and solutions they can implement this quarter."

More specific prompts = more useful outputs.

Common Mistakes

❌ Publishing AI drafts without editing
❌ Using AI for client proposals
❌ Expecting perfect first attempts
❌ Using identical prompts as competitors
❌ Letting AI make strategic decisions

30-Day Implementation

Week 1: Choose one AI tool for one task (start with content ideas)

Week 2: Develop editing process and quality controls

Week 3: Expand to one additional content type

Week 4: Measure results vs. manual content creation

The Human Touch

AI handles repetitive tasks. Humans excel at:

• Strategic thinking

• Industry expertise

• Relationship building

• Quality judgment

• Creative problem-solving

Your Competitive Advantage

While competitors either ignore AI or use it poorly, you can:

• Create 3x more content without losing quality

• Respond faster to industry trends

• Test more content variations

• Focus human time on strategy and relationships

The Bottom Line

AI amplifies human expertise…it doesn't replace it.

Use AI to do more marketing, better and faster.

Start small. Master one tool for one task. Expand from there.

Your competitors are either missing this opportunity or doing it wrong.

Want AI marketing that keeps your authentic voice? Get in touch.