How GPT technology can help scale content creation without losing strategy
In today’s fast-paced digital world, content is everywhere. Blogs, social media posts, white papers, reports – you name it, and there’s likely a huge volume of it being produced right now.
Thanks to advances in AI, particularly GPT technology, producing content at scale has become undeniably much easier. But with this increased ease comes a new challenge: maintaining quality and brand consistency. While automation can churn out large quantities of content, it’s human strategy that ensures it stays relevant, on-brand, and truly impactful.
And here’s the thing – with digital tools lowering the barriers to entry for solution providers – offering engaging, on-brand content has never been more important.
Why? Because when anyone can provide a service, standing out through strategically aligned, well-crafted content becomes essential.
The shift to automated content creation
GPT technology has changed the game. With just a few prompts, you can generate long-form articles, social media posts, or even white papers. It’s fast, efficient, and honestly, a huge relief for marketing teams stretched thin across multiple channels and battling never-ending KPIs.
But here’s the catch: automation alone can't replace strategic input.
Take one of our recent clients, for instance. They tap into government grants distributed to educational institutions across Australia and New Zealand, which total hundreds of millions in funding annually. These grants enable students to travel and work in Asia, fostering crucial ties between the two regions. To keep our client top of mind with program coordinators – the ones who oversee these grants – we’ve shifted our content strategy to publicly thanking them on LinkedIn. This includes highlighting how they’ve helped students discover and participate in the program, making the process more visible and engaging.
This small but impactful gesture not only keeps our client in the spotlight but also strengthens relationships with key decision-makers. And it doesn’t stop there. Other institutions – likely scanning LinkedIn activity – are taking note, which keeps competitors aware and positions our client as an active participant in the space.
So, it’s not just about creating awareness; it’s about nurturing strategic partnerships to ensure these substantial funds, which can otherwise go unused, actually get allocated.
Ultimately, it’s these coordinators who are a significant part of the decision-making process. Ensuring they feel recognized and appreciated is key – and that’s where the value of engaging us really shines. We understand the importance of these relationships, and our tailored content strategy ensures they’re nurtured in a way that builds long-term partnerships.
The importance of human oversight and nuance
Let’s be real – content isn’t just about filling space. It’s about telling a story that sticks with your audience, reflects your brand’s values, and gets them to act. AI can draft the copy, but human insight makes sure each piece fits into the bigger picture.
That’s where nuance becomes critical. AI is brilliant at processing vast amounts of data and producing content that fits certain parameters, but it doesn’t always capture the subtleties of language, tone, and audience expectations. Nuance means understanding cultural context, emotional tone, and the strategic layer that ensures content isn’t just readable but memorable and impactful. Human oversight ensures these finer details are preserved, making sure content connects on a deeper level.
Take Salesforce, for example. They integrated GPT technology into their platform with EinsteinGPT to help automate and scale content across their sales, service, and marketing channels. Although GPT generates the initial drafts, it’s humans who provide crucial oversight—personalising the messaging, making sure every interaction, whether it’s a sales pitch or customer service email, is aligned with the brand. Human editors refine the content to make it sound more conversational and tailored to the audience.
By combining automation with human oversight, Salesforce was able to speed up content production while maintaining the strategic alignment that resonates with its global audience. This kind of strategic content is what helps brands cut through the noise, even in the most crowded markets. You can read more about EinsteinGPT and Salesforce’s announcement here.
As GPT technology continues to evolve, our roles will naturally shift. We’ll become more like content editors and strategists—the humans behind the scenes ensuring content remains valuable, relevant, and connected to the brand. Human oversight guarantees that automation remains a tool, not a replacement for creative and strategic thinking.
Balancing automation with personalisation
When used mindfully and strategically, GPT technology frees up your creative teams to focus on the bigger picture without getting bogged down in the nitty-gritty. Instead of writing every single piece from scratch, GPT gives you a solid draft to refine and perfect.
It’s the perfect blend: AI for efficiency, humans for precision.
How to leverage GPT for your content strategy
If you’re ready to scale up your content, here’s how to do it effectively:
Start with clear guidelines – Lay down a solid content brief and brand guidelines.
Incorporate human review – Let AI handle the first draft, but make sure humans review every word. Our team, with over a decade of experience in editorial, comms, and journalism, makes sure everything we produce feels authentic, on-brand, and ultimately, fulfil the goal of that piece of content.
Measure and adjust – Keep track of your performance metrics – engagement, conversions, all that good stuff. Adjust where needed to ensure your content keeps hitting the mark.
Final thoughts
GPT technology is undeniably a game-changer for content scaling, but it’s the human touch that keeps the content strategic, engaging, and aligned with your brand’s voice. As automation takes over the heavy lifting, the role of the content strategist becomes more important than ever.
There are other tactics to consider, like building thought leadership and exclusive research, but let’s save those for another conversation.
Ready to scale your content without compromising quality? Get in touch today, and we’ll show you how our hybrid approach can help you hit your goals.