5 Essential Keys to Creating High-Quality Content at Scale with AI

Alisdair Mans Cornwell , Marketing Specialist ||  Reading Time: 4 minutes

Creating high-quality, on-brand content at scale is a major challenge for modern marketers. As content demands grow, businesses often struggle to maintain quality whilst accelerating content production efficiently, cost-effectively and securely. Generative AI offers a powerful solution, enabling the rapid creation of large volumes of customised content.

However, simply adopting AI isn’t enough. Success largely depends on using the right AI-powered content tools. And with 89% of executives ranking Generative AI as a top-three tech priority for 2024, understanding what to look for in an AI content tool is crucial.

Here are the five essential keys to unlocking AI’s full potential for creating high-quality, scalable content.

5 Keys to High-Quality Content Creation at Scale with AI

1. Leverage your existing content assets: Your company has a memory of valuable linguistic data that speaks your brand voice, knows your specific terminology and understands your business context. Choose an AI content creation tool that integrates this data to produce highly customised content and aligns with your business requirements with no extra effort.
   
   
2. Automate quality checks: One of the biggest challenges with AI content tools is manual quality control before and after content generation, costing you valuable time and resources. To maximise ROI, look for a tool that uses retrieval augmented generation (RAG). This technology automatically enhances AI-generated content by pulling relevant information from your Content Memory and Termbase, improving content accuracy and relevance.
   
   
3. Support content team workflows: Generative AI tools designed for content creation help teams work faster and better. Find a tool that lets you set parameters like word count, format and tone of voice, helping you reduce the need for multiple revision rounds later and streamline the entire content creation process.
   
   
4. Prioritise compliance: Not every AI content creation tool upholds user privacy and personal data protection. Avoid using any tool that does not comply with GDPR & CCPA regulations. Non-compliance can cost your company millions of Euros – in some cases billions – making compliance vital for companies that plan to use AI to generate content.
   
   
5. Keep a secure data perimeter: AI content tools often store data with third-party large language models (LLMs), which can expose your business information, customer data and internal documents to unauthorised access. If data security and privacy are priorities for your company, choose an AI content tool that allows you to keep your data fully under control. ISO certifications are something to look out for.
   
   

Leveraging Generative AI for Rapid Content Creation

More companies are adopting Generative AI tools to meet growing content creation demands.

AI-powered tools enable businesses to generate large volumes of content efficiently, allowing teams to focus on more strategic and creative tasks. Businesses use AI to create blog posts, social media content, product descriptions and more in-depth marketing material like white papers and case studies.

According to Gartner, over 30% of all outbound marketing messages from large organisations will be synthetically generated by 2025.

No surprise there. AI can draft content in minutes (sometimes seconds), reducing the time-to-market for campaigns and allowing companies to stay ahead of trends and competitors.

Top Brands Saving Time and Money with Generative AI

The potential productivity lift for companies leveraging Generative AI is impressive.

A Deloitte study on generative AI and the content supply chain found that companies using generative AI save their content marketing team an average of 12.2 hours per full-time employee per week.

IBM already leverages AI to scale content output whilst cutting costs. The company uses it to generate white papers, code documentation and technical manuals, reducing the time spent on these tasks by over 50%.

So, What’s the Rub? The Hidden Costs of Using AI for Content Creation.

Although the benefits of scaling content with AI are clear, companies still encounter challenges and have legitimate concerns about the quality, security and true cost savings of AI-generated content.

Various risk factors undermine the projected time savings and financial benefits associated with AI content creation tools.

Here are some common concerns about using AI for content creation:

Compromised content quality: Raw AI-generated content simply doesn’t have the nuance, creativity, relevance or depth that human-created content delivers. It’s not surprising that HubSpot’s 2024 State of Marketing & Trends Report found that 93% of marketers use various methods to review AI-generated content before posting.

Time lost on prompt engineering and editing: Prompt engineering, which is the process of fine-tuning AI input to achieve more relevant and high-quality content, requires specialised skills that many teams lack. With or without training, prompt engineering takes hours that cut into your anticipated cost savings.

Lack of brand voice consistency: A Forbes Insights report found that companies with a consistent brand voice see an average revenue increase of up to 33%. This underscores the impact of maintaining a clear, recognisable brand voice on financial performance. However, most AI models require heavy prompt engineering to produce content with a unique brand voice.

Factual inaccuracy and plagiarism: Of course, there is potential for plagiarism, factual inaccuracy and bias in AI-generated content. Companies can face hefty financial penalties. The EU’s Digital Services Act (DSA) can fine companies as much as 6% of their global turnover for incorrect, incomplete or misleading information. Something to keep in mind.

Knowledge and terminology gaps: Each company has its own industry context, specialised language, and unique knowledge. Without substantial human input and post-generation editing, this specificity can be lost in AI-generated content.

Regulatory, compliance and security issues: Many industries have strict regulations regarding content, especially concerning privacy, security and accuracy. Not all AI tools ensure adherence to industry standards for security and compliance, and most store data with third-party LLMs as part of the AI generation process.

Overcoming the Challenges: Introducing LanguageWire Generate

Did you know LanguageWire offers a specialised content creation tool to help your company harness the full power of Generative AI for scalable content production? Say hello to LanguageWire Generate.

Find out how this tool leverages your company’s existing Content Memory and Termbase to efficiently produce large volumes of high-quality, hyper-customised content in an ultra-secure environment – all ready to meet your specific business requirements.