How to use AI for content writing to engage with your business’s audience

How to use AI for content writing to engage with your business’s audience

When time’s tight for small business owners, it can be tempting to let AI do all the ‘brain’ work on their content writing such as: blogs, socials, newsletters etc. I think it’s great for saving time and getting content out there to show people your business is still alive and kicking, but not all AI content is good for business. And your audience can tell when something sounds a bit… not you.

Here’s how to use AI in marketing in a smart, human way so your content actually connects with people, not just algorithms.

Get specific with your prompts

Using a tool like ChatGPT or Copy.ai without a detailed prompt is like asking someone to cook dinner without telling them what you like to eat.

These AI content writing tools are great for quick research and beating writer’s block but they’re not mindreaders (…yet?), so you must have the foundations of an idea using your own real-life, working, human brain before you start prompting. Otherwise you’ll end up having to re-prompt a few times and get in a bit of a muddle. Plus, we must be eco-conscious around sustainable marketing now, what with all the energy it takes to power the servers every time we search something.

Specific AI prompts for more of a human feel:

(Ironically, these were provided by AI. Adapted and edited by me afterwards, of course)

• “Write a non-bias, purely educational, 700-word blog post about why local homeowners should install solar panels. It should be written in the voice of a Leicester-based sparkie, casual and friendly. Include internal links from my website XYZ.co.uk and enhance it with relevant keywords for SEO.” 
• “Give me Instagram captions for a Midlands-based logistics firm about the new eco-friendly XYZ trucks they’ve just bought. Include the safety and environmental benefits of the truck. The tone should be upbeat with no industry jargon, but worded in a way that shows we take these issues seriously.” 
• “Write a warm, chatty newsletter for a Midlands-based beauty salon. The language should feel like it’s coming from the salon owner: confident, knowledgeable, and cheeky, like she’s talking to regulars. The subject line should create a sense of urgency to increase open rates and alert people to a half price offer on halloween nail designs throughout October.”

When you add context, tone, location, and audience into your prompts, you’re giving AI more to go off. It’ll increase the chance of you being satisfied with the results first time.

But your AI content writing doesn’t and shouldn’t end there! Now it’s time to clean it up…

Watch out for those AI tell-tale signs

If you don’t use AI very often, or you don’t work in marketing, you might be less familiar with some commonly used AI-phrases and giveaways. But it doesn’t mean your audience can’t tell that what they’re reading isn’t totally AI’d. 

How can you combat this if you’re not as clued up on it? It’s really quite easy. Have a read through the copy that AI has produced for you and take out any phrases that you simply wouldn’t say yourself.

Common giveaways include:

• Overused phrases like…
  – “in today’s ever-evolving landscape”
  – “it’s not just about XYZ, it’s about ABC”
  – “the result? An XYZ in ABC”
  – “not all XYZs are created equal” 
• Capital Letters On Every Word In Headings and Subheadings 
• Randomly bolded words, phrases or sentences 
• Endless en dashes – like this – when commas would do 
• Sentences that sound polished but weirdly generic

Read your content out loud. If it makes you cringe or you wouldn’t say it at a networking event, tweak it.

Make AI content sound like you and your brand

Here’s the golden rule: AI content should never go out unedited. AI doesn’t know your voice, your values, or your quirks. That’s what makes your business unique.

Here’s what to do:

1. Check the facts – AI sometimes invents stats or sources or sounds very confident about dates and names that are totally wrong. Always verify. 
2. Edit according to your brand personality – Inject your own language, humour, and rhythm. What’s your actual opinion on this topic? How would you say it? 
3. Cut the fluff – Delete anything that sounds like filler. 
4. Add your own insights – Don’t just repeat what’s already on the internet. You’re the expert on your business and its specialities, so show it!

This is where that human connection comes in. It’s also where SEO improves, because you’re adding original value that Google likes to see.

Free AI content writing tools to try

Now that you know the rules (according to me, myself and I), you can have this list of free AI tools to get you started. 

• ChatGPT (free version) – Great for drafts, headlines, FAQs and emails. 
• Copy.ai – Designed for marketing content like ad copy and product descriptions. 
• Microsoft Copilot – A great alternative to ChatGPT. 
• Writesonic – Handy for blogs and website content. 
• Notion AI – Brilliant for internal notes, planning docs, and outlines.

These are great starting points. Just don’t rely on them to do all the talking.

AI is your assistant, not your voice

Using AI to create content can save you time and give you ideas of course. I use it myself. But it can’t replace your knowledge, your experience, or your personality.

People appreciate honesty and no-nonsense communication. If your content sounds like it’s come from a faceless corporate blog, you’re missing the chance to really connect.

So remember, give AI good instructions, check its work, and always add your own spin.