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AI for Content Strategy: The New Creative Superpower and How to Use It

December 16th 2025 | Insights

Artificial intelligence has established itself as an essential tool in the modern marketer’s workflow. Gordon Glenister’s presentation, Unlocking AI for Content Strategy, demonstrated to members how AI tools can be a creative accelerator, a productivity engine, and a strategic partner for scaling your content output and sharpening your competitive edge.

AI is reshaping how teams ideate, produce, and distribute content. But as with any breakthrough technology, success depends on understanding not only what AI can do, but also learning how to use it well.

AI is taking over the tasks you don’t want to do

Gordon argues that the best use of AI is automating the mundane. AI is perfectly positioned to take on repetitive, low-value tasks, allowing marketers to focus on creativity, strategy, and human connection.

A quick glance at AI’s capabilities reveals just how diverse its tasks can be: email automation, blog writing, analytics, metadata creation, PR distribution, website coding, video production, and even lead generation. 

Content creation remains AI’s sweet spot

According to HypeAuditor, a striking 76% of creators use AI primarily for content creation, including images, videos, and captions. By contrast, only a small percentage uses it for analytics, scheduling, competitor analysis, or trend tracking.

This statistic highlights a huge opportunity: while most marketers utilise AI for creation, far fewer are leveraging it for more strategic tasks. And as AI evolves, those who adopt it for planning, optimisation, and data-backed decision-making will have a significant advantage.

Concerns remain, and they are valid

According to Gordon’s presentation, top concerns around generative AI include:

  • Quality of content 
  • Ethical implications
  • Copyright issues 
  • Cost of tools 
  • Lack of control 

These concerns reflect the tension between speed and authenticity. AI makes creation easier, but marketers must monitor quality, originality, and trust.

ChatGPT 4o: Your new personal assistant

Gordon highlights ChatGPT 4o as one of the most powerful AI companions available today. It offers task-oriented support for social posts, writing, and coding, as well as multimodal input (text and voice), and the ability to handle long-form, context-rich prompts.

If you learn how to prompt it effectively, you unlock extraordinary value.

Mastering the CREATE Prompt Formula

A core part of the presentation is dedicated to The CREATE Formula, a structured method for writing prompts that get high-quality results. It breaks down like this:

  • C – Character: Define who the AI should “act as” (e.g., a seasoned copywriter).
  • R – Request: Outline the specific task.
  • E – Examples: Provide tone, voice, or stylistic references.
  • A – Adjustments: Add constraints or refinements (e.g., no bullet points).
  • T – Type of Output: Specify format (blog post, table, script).
  • E – Extras: Add any final instructions or preferences.

If you’re struggling with inconsistent AI outputs, CREATE offers a predictable, repeatable system.

AI Tools Worth Exploring

The presentation spotlights a wide range of AI tools for marketers, some well-known, others hidden gems:

These tools highlight just how expansive the AI landscape has become, enabling everything from ideation to video localisation to hyper-personalised communication.

10 lead-focused AI prompts

Perhaps the most practical aspect of the presentation is the list of 10 AI prompts specifically designed for lead generation. These include prompts for:

  • Creating a lead magnet
  • Designing quizzes
  • Writing blogs
  • Writing case studies
  • Scripting videos
  • Crafting ad copy
  • Planning webinar promotions
  • Repurposing content

You can save hours of brainstorming and planning by adapting the following prompt examples to your specific goals.

Prompt Example #1: “You are a seasoned copywriter with over 20 years of experience in writing successful sales copy.”
Prompt Example #2: “Create a three-paragraph email for my first campaign to promote my new SEO course to business owners across the UK.”
Prompt Example #3: “The third paragraph must have a call to action with a link to the website.”
Prompt Example #4: “Write the email in British English. The tone should be business-focused and punchy with short sentences.”
Prompt Example #5: “Avoid bullet points and subtitles but create a clickbait, non-spammy subject line.”
Prompt Example #6: “Produce a table of results” or “Produce a 500-word blog post”.
Prompt Example #7: “Ask me any questions before generating your prompt.”
Prompt Example #8: “Explain your thinking when generating the response.”
Prompt Example #9: “Use data from reputable sources such as XYZ”
Prompt Example #10: “Ignore previous conversations.”

AI won’t replace creative professionals. But creative professionals who use AI will replace those who don’t.

The presentation concludes by encouraging teams to assess where AI can have an immediate impact. Whether that’s speeding up content production, improving accuracy, or supporting creative exploration, AI offers enormous value when adopted with intention.

The next step? Try listing the tasks in your own workflow that could benefit from AI support and experiment with them. With the right mindset and the right prompts, AI becomes less of a threat and more of a superpower. 

AI for creatives - Gordon glenister

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