This blog was originally published in 2023 and has been updated in 2025 to reflect how we’re using AI in copywriting today. At Accelity, we’re always testing new tools to help us work smarter and better serve our clients.

When you think of using AI for marketing, content is probably the first thing that comes to mind. If students are writing essays with it, marketers must be using it too… right?

Yes and no. AI tools like ChatGPT can crank out a blog post in seconds, complete with keywords and a passable attempt at brand voice—but let’s be real, it still sounds like a robot. So while it’s not replacing your marketing team anytime soon, it is helping us write stronger, faster, and more creatively.

We asked our Strategic Copy Manager, Michelle Breen (hi, it’s me 👋), to share which tools are actually worth your time and where human creativity still reigns supreme. Here’s what she had to say about AI in content marketing. ⬇️

Tools our copy team is testing

We don’t just talk about AI—we experiment with it regularly. These are the tools we’ve been hands-on with lately, along with some quick takes on when and how we use them.

ChatGPT

ChatGPT is still the most well-known AI writing tool. It’s flexible, fast, and—with the right prompt—can do everything from outlining a blog to planning your next vacation.

The paid version has been well worth the spend. I’ve been able to customize my chats to understand exactly how I prefer to write and what style I’m going for. Accelity’s recent rebrand was a breeze because I was able to upload our new brand guide, which included writing conventions, style and tone, and train ChatGPT to write in our brand voice. 

Google Gemini

Gemini is Google’s answer to ChatGPT: a generative artificial intelligence chatbot. Gemini is included with our Google Workspace membership, and it’s embedded within Google Docs. So while I write this, I can highlight a section of copy that I’m struggling with and ask for help rephrasing, shortening, elaborating or changing the tone. It’s not quite as robust as ChatGPT, but if the tool is already included in your Workspace, it’s great to test. 

GrammarlyGO

For years, Grammarly has been helping us tighten copy and triple-check for typos. The addition of generative AI features inside Grammarly Pro goes beyond grammar to rewrite, shorten, and shift tone based on your goals.

Perplexity

We haven’t used Perplexity as much yet, but it’s supposed to be the next big thing, even bigger than Google. We’ll see if that claim sticks. It’s on our list to try next!

If you’re curious about whether Perplexity or ChatGPT is the right tool for you, there are tons of comparison articles on the subject.

4 ways AI makes content marketing easier

AI can’t replace a great writer—but it’s a useful tool for getting started, moving faster, and exploring new angles.

1. Get unstuck with outlines

Staring at a blank screen is the worst. AI can create a solid content outline in seconds, giving you a running start and structure to build on.

Prompt: Write a high-level outline of a blog about writing a website that converts.

• Start with strategy: Know your audience and goals
• Nail your messaging hierarchy
• Write clear, compelling headlines
• Focus on benefits, not just features
• Use calls-to-action that inspire action
• Keep the copy scannable and easy to digest
• Build trust with social proof
• Optimize for search without sounding robotic
• Test, tweak, repeat: copywriting is never one-and-done

2. Say it differently (again and again)

Campaign messaging is often repetitive by design, but that doesn’t mean the copy has to be. AI helps shake up your phrasing without changing the message. This is especially helpful when testing variations for email and paid ads!

3. Tailor copy to different brand voices

Your marketing doesn’t have to be boring. With a little tweaking, AI can help adapt content for different tones and styles. Just keep in mind it still struggles with humor and nuance—your client’s voice will always need a human touch.

4. Brainstorm headlines, subject lines and microcopy

It’s easier to write 1,000 words than six perfect ones. AI tools are great for brainstorming short-form copy that grabs attention and includes the right keywords.

Prompt: Write 5 headlines for a blog about using generative AI in copywriting

1. How to use generative AI to write smarter, not lazier
2. The copywriter’s guide to working with—not against—AI
3. Generative AI won’t replace copywriters—but it will change the job
4. Exploring the role of generative AI in copywriting
5. Blending human creativity with AI: A modern approach to content creation

How NOT to use AI in copywriting

Let’s be clear: AI is a tool, not a replacement. 

If you’re thinking about overhauling your content process, keep these limitations in mind:

AI isn’t always up to date.

It can’t give you the latest on breaking news, industry trends, or even changes from the last few months. If you’re writing time-sensitive content, human research is non-negotiable.

It won’t generate unique ideas.

AI pulls from what’s already out there. It might help spark a new perspective, but it won’t create something truly original. That’s your job.

It lacks human nuance.

Marketing that resonates? It’s emotional. Sarcastic. Empathetic. Brand-savvy. AI can get you started, but people write the words that truly connect.

Where AI fits in your content strategy

Generative AI has come a long way, and it’s only getting better. While it won’t be taking over your copy team anytime soon, it’s already making our work sharper, faster, and more flexible. The key is knowing when to use it—and when to trust your gut instead.

Curious how we blend smart tools with human creativity to build bold, effective marketing? Let’s talk.

^ChatGPT wrote that. It’s pretty good! When I originally wrote this blog in 2023, the conclusion was way too long, spent too much time regurgitating what I said, and didn’t have the main takeaway I would’ve wanted to share. 

For more on using AI in your marketing strategy, check out Superpower Your Marketing Strategy with AI and Friend or Foe? Generative AI for Graphic Design.

If you’ve ever tried to get the word out about your business, you know that running a marketing campaign is easier said than done. 

As much as we wish it were simple, a campaign is so much more than picking a topic, creating a few content pieces, and hitting “publish.” There’s nuance, strategy—and a lot of moving parts. 

Whether you’re launching a new product or building thought leadership, Accelity follows a proven process to make every campaign strategic, impactful, and results-driven.

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When Accelity signs on a new client, our copy team has 6 weeks to sound like we’ve worked with them for years. That means we need to quickly understand the ins and outs of their business, industry, customers and communication style.

To make that happen, we follow a tight onboarding process that goes way beyond surface-level brand notes. We dig into buyer personas, conduct competitive research and SEO audits, and lead interactive workshops to uncover the voice, tone and brand story that makes each company unique.

This isn’t just helpful for us, it’s a valuable process for any business looking to tighten up their content strategy. Whether you’re B2B, B2B2C, B2G or B2NGO, aligning your brand’s voice and style across channels matters. 

Here’s a look at how we do it—and what you can borrow for your own brand.

Brand personality and voice

Not every brand can, or should, say things like, “Our software is so crazy good, you’ll totally save a ton of time!” Your personality should match your audience’s expectations and your company’s goals.

Here’s how some example brand traits listed above translate into a brand writing style:

• Expert = Confident, not boastful. Prioritize clarity and insights over buzzwords.
  
• Bold = Direct and decisive. Don’t hedge. Take a stance.
  
• Precise = Cut the fluff. Say only what needs to be said.
  
• Trusted = Cite credible sources and ground opinions in industry facts.
  
• Innovative = Avoid the status quo. Focus on what’s next.

We’re not just looking to write in your voice—we want to embody your perspective. That means looking at how your team naturally speaks, what your audience responds to, and what role your brand plays in the market. Do you educate? Challenge the status quo? Reassure customers with a sense of stability? We shape your voice around what makes your brand stand out.

We also review your existing materials—website copy, social media, one-pagers, email campaigns—to identify inconsistencies and opportunities. And we work with your team to close the gaps.

From traits to tone: building your brand style

Once we land on brand traits, we translate them into a brand style guide—something every Accelity client walks away with. This isn’t a dry rules document; it’s a living, breathing reference our team and yours can use to write like one voice, across every channel.

Your guide covers things like:

• Tone of voice by channel (e.g., confident on LinkedIn, helpful in email nurture)
• Sentence structure and word choice
• What to say… and what not to
• Guidelines for formatting, punctuation and emojis (yes, we have rules for emojis)

We also share examples of “good, better, best” writing for your brand, so internal teams can understand how to apply the guide in real life.

Here’s an example of an awesome brand style guide from Firefox that covers visual and written brand—something we create for our clients too!

This brand style shows up everywhere—from your website copy to your outbound emails to your product descriptions. And the more consistent your voice, the more memorable your brand becomes.

How we uncover your messaging

Some companies come to us with a full brand book, audience research and content goals already defined. Others are still figuring out their value proposition. Either way, we meet you where you are.

Through facilitated workshops and interviews, we help companies:

• Identify their brand archetype
• Clarify their brand story and positioning
• Define and prioritize value propositions
• Create content pillars that shape their strategy

These aren’t off-the-shelf exercises. They’re guided by what your business needs. A startup trying to gain traction has different messaging priorities than a growth-stage company expanding into a new market. We adapt the process accordingly.

And while the outcomes are strategic, the process is creative and collaborative. We believe your team should walk away not just with deliverables, but with clarity. Knowing who you are, how you talk about your work and why it matters.

We get personal

As part of marketing a brand, we often write on behalf of individuals within the companies we support. (Personal brands are a huge growth opportunity and help generate trust.) Founders, executives, and subject matter experts need to show up consistently across channels. And we help make that happen.

We use a similar voice and style process to write for individuals:

• We review past writing, interviews or LinkedIn posts.
• We conduct a short voice activity to define tone, topics and takeaways.
• We map out goals for each content type (thought leadership, recruiting, brand building, etc.).

And most importantly, we listen. What someone wants to sound like and how they actually sound can be two different things. We align those pieces to make sure personal content feels authentic and aligned with the larger brand.

Copy that grows with your company

Your brand will evolve—and your voice should, too. We create documentation and systems that scale with you, so no matter who writes your content next quarter (or next year), they’ll sound like part of the team.

When it all comes together, your brand voice becomes more than just a marketing tool. It becomes a signal of who you are, what you believe, and how you work. It builds trust before you ever hop on a sales call. And it sets you apart in a crowded market.

At Accelity, we build that voice from the ground up, then bring it to life with content that gets results. That’s because great copy isn’t about writing more… it’s about saying the right thing, the right way, every time.

👋 Reach out to us here if you need help aligning your brand with your message.

You’ve captured a lead—now what? 

The next step is crucial: keeping that lead engaged and moving them closer to a sale. No matter the industry, lead nurturing is key to turning interest into action. One of the most effective ways to do this is through automated workflows. These allow you to educate prospects, build trust, and increase awareness of your brand—all of which boost the odds of conversion.

“67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more.”

So, how do you make the most of it? Below are the best practices for building a lead-nurturing strategy that actually works.

What is lead nurturing?

Lead nurturing is the process of engaging leads through a series of automated, targeted messages—usually via email—tailored to where they are in the buying journey. This allows you to build relationships, educate potential buyers, and guide them toward making a purchase.

Why lead nurturing?

• Qualified leads are more likely to convert. By engaging leads with the right content, you increase the chances of turning them into customers.
• Automation streamlines efficiency. Workflows ensure that your team stays in front of prospects consistently without the extra manual effort.
• Build credibility and trust. Sending personalized, valuable content instead of overly promotional messages positions your company as a helpful resource, not just another brand trying to sell something.

10 best practices 

1. Know when to enroll your contacts

Before adding a contact to a workflow, make sure you have a valid reason. Did they download a content offer, sign up for a webinar, or request a consultation? Define your enrollment criteria first so that you can craft messages that are relevant and valuable instead of blasting generalized content to all leads.

2. Personalization matters

Adding a prospect’s name to an email is just the beginning. Use your CRM to collect data like demographics, engagement levels, and content preferences to tailor messaging accordingly. You can also use surveys to ask leads what kind of communication they prefer. The more relevant your messages, the better your engagement.

3. Send your messages from a real person

Your sender name matters. In fact, 69% of people are likely to open an email based on who it’s from. Avoid generic sender names like “Sales” or “Marketing”—use a real name to make your message feel human and trustworthy.

4. Follow up with relevant content

If a lead downloads a guide about solving a specific problem, follow up with content that expands on that topic. Add value rather than pushing a product. This helps establish your brand as a knowledgeable resource and keeps your audience engaged.

5. Adapt and be flexible

Every lead moves through the buying process at their own pace. Monitor engagement metrics to see what’s working—and what’s not. If open or click-through rates start to dip, it’s time to adjust. Tweak your messaging, test new formats, and don’t be afraid to switch things up.

Pro tip: Try A/B testing or using your CTA as the header—it’s a smart way to grab attention and guide action.

6. Know when to “break up”

Nurturing is important, but overdoing it can backfire. We’ve found 2–3 emails after a content download works well, but that can vary. Keep an eye on performance and adjust frequency based on how your audience responds.

7. Test cadence and timing

• Cadence: How often should you send emails? Some leads are fine receiving multiple emails in a week, while others may cool off if you wait too long. We recommend starting with an email every three days (espeically when you first start to warm up your sending authority) and adjusting based on engagement.
• Send Times: Many lead-nurturing platforms allow you to customize when emails go out. Test different times and track open rates to see what works best. We’ve seen strong performance when emails go out between 7–8 AM, before most people start their workday. This varies by industry and audience!

8. Identify profitable buyers & analyze the likelihood of purchase

Not all leads are created equal. Segment your audience based on how likely they are to buy. Leads who download multiple resources or revisit your site often should be prioritized. Align your strategy around your ideal customer profile and engagement data to spend time where it matters most.

9. Keep content fresh

Automated doesn’t mean “set it and forget it.” Industry trends shift, buyer needs change, and your messaging should too. Review and refresh your workflows every 6–12 months to stay relevant. Mix in evergreen content for long-term value—but always be ready to pivot when the market does.

10. Measure success & optimize

Track open rates, clicks, and conversions to see what’s working. Use your automation platform’s reporting tools—like an email effectiveness matrix—to fine-tune performance and continuously improve results.

Turn interest into action

Lead nurturing is a powerful way to move prospects closer to becoming customers. With the right strategy—backed by automation, personalization, and relevant content—you can build trust, increase conversions, and drive real results.

Need help turning leads into loyal customers?
Let’s create lead-nurturing workflows that deliver the right message at the right time.  Reach out to the Accelity team today.

Growing your brand’s presence in a crowded market is tough. It’s how you show up in your buyers’ inboxes, feeds, search results and sales calls. It’s what your audience feels when they come across your name, and the action they take next.

With AI-fueled noise flooding every channel and audiences savvier than before, flashy branding alone doesn’t cut it. You need clarity, consistency and creativity.

The good news? You don’t need a massive budget to get there. With the right strategy and smart, targeted moves, even emerging brands can build meaningful awareness, earn trust and generate pipeline.

In this guide, we’ll walk you through actionable branding tactics to help you punch above your weight and start growing your brand today.

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Sending campaign emails is a great way to attract and convert leads—unless they never land in the inbox.

If your emails are vanishing into the void (or worse, spam), don’t panic. We’re breaking down the 5 biggest reasons your campaigns have email deliverability issues—and how to fix them fast.

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