Content Marketing Strategist

Yes, I use AI to create content. But not in the way people assume. I don’t sit back while a bot pumps out captions and blogs for me. I use AI to help me keep up with the ideas flying around in my brain, and to stop them from dying a slow death in my Notes app.

You know the kind of ideas I mean. That voice note you recorded after a brilliant client conversation. The rough post you half-wrote while sitting in the car waiting for your kid to come out of school. The scribbled line in your planner that was meant to become a killer caption but never saw the light of day.

Most business owners I work with do have powerful stories to tell, but they either don’t know how to tell them, or they never find the time to turn those stories into actual content. It’s not about lacking inspiration. It’s about not having a simple, repeatable way to show up consistently without it taking hours.

That’s where AI comes in for me, but probably not in the way you’re thinking.

How I use AI to create content

I have a really simple content plan. It’s not complicated. It’s structured, it’s repeatable, and it works. But like most business owners, I still come up with extra ideas all the time including things I want to say, stories I know will resonate, and moments I know I should share.

The problem is they don’t always make it into content. They get scribbled onto the back of a notebook, dumped into my Notes app, or half-written on a to-do list and forgotten about.

That’s where AI comes in.

I use it to help me shape those half-baked ideas into something useful. It takes the mess, and helps me turn them into posts, emails or articles that actually sound like me. It’s like having someone on hand who can help you finish what you started, without taking over your voice or message.

As I’m not starting from scratch every time, I can create several weeks of content in minutes. Not batch-creating generic filler, but real, story-led content based on things I’ve actually said, done or experienced. 

This is exactly what Ella’s Kitchen does brilliantly. As a well-known UK organic baby food brand, their content feels genuinely human. It’s not just product posts, it’s founder stories, parenting moments, and real conversations that build trust. Behind the scenes, they’ve clearly got a smart content system. 

Making your content work harder

The magic of AI isn’t just about creating content faster. It’s about making the content you already have work harder and stretch further. Those stories, tips, and reflections you have? You can repurpose them across different platforms with less stress.

Take Toast Ale, a UK craft beer brand that champions sustainability and community. Their content isn’t just one-off posts. It’s stories that evolve and get reshaped, from a founder’s personal rant about waste, to a detailed blog, to a punchy social media update, to a behind-the-scenes video script.

That kind of consistency comes from having a system to turn inspirational ideas into content that converts. AI can help you take a single story and rewrite it for different formats, all while keeping your unique voice and personality.

With AI, you keep your content fresh, relevant, and most importantly, you.

How to keep your content authentic when using AI

Using AI to speed up content creation doesn’t mean sacrificing authenticity. In fact, when used right, it can actually help you sound more like yourself, clearer, more concise, and most importantly, consistent.

AI is a tool, not a replacement. It’s the stories you bring to it, your voice, your experiences, your values, that make the content stand out. The goal is to amplify those, not mask them.

So when you’re using AI, don’t just post the generic top-line posts. They might sound professional, but right now, people want to see the real, flaws-and-all, you. Use it to polish what you’ve already created, find your strongest points, and say them better. That’s how you keep it authentic while still saving hours.

Final thoughts

Content isn’t about cranking out more stuff. It’s about telling better stories, showing up consistently, and doing it without wasting hours every week.

AI isn’t here to replace you. It’s a tool to help you get your real stories out faster, clearer, and consistently. The secret is using it to support your voice, not drown it.

Join The FREE AI to Authentic: Content That Converts Challenge

If you want to learn how to make AI work for your authentic content, join my AI to Authentic: Content That Converts Challenge.

Starting on Tuesday 29 July, I’ll show you exactly how to stop losing your best ideas and turn them into content that actually connects without sounding like your content has been written by AI.