Mastering AI-Driven Copy

Author: Robin Falke, Renegade Agency 

Crafting Complex Briefs and Overcoming Challenges with ChatGPT 

Digital marketing is fast-paced. Staying ahead often means embracing innovative tools and technologies. Working for an agency, I’ve had the unique opportunity to integrate ChatGPT into our copywriting processes, particularly for a client in the biotech investment industry, Capital Cell.

Tackling complex topics like cancer research, medical diagnostics, and new drug discoveries can be daunting, but with ChatGPT, we’ve found a powerful ally in creating compelling and accurate content.

In this blog post, I’ll share how we’ve harnessed the capabilities of ChatGPT to gain keyword insights, structure our content, rewrite and summarize human content, and craft detailed prompts for effective copywriting templates.

Dive in as we explore the triumphs and challenges of using AI to elevate our copywriting game. 

Leveraging ChatGPT for Keyword Insights

One of the unique challenges we faced was generating keyword ideas without relying on traditional volume data. Instead of focusing solely on search volumes, we utilized ChatGPT to brainstorm a wide array of relevant keywords and phrases. This approach allowed us to tap into a broader spectrum of potential search terms, guided by the specific content needs of Capital Cell. 

For instance, when writing about cancer research, ChatGPT suggested terms like “oncology breakthroughs,” “tumor genomics,” and “immunotherapy advancements.” Although we didn’t have specific volume data for these phrases, their relevance to our content was undeniable. This method enabled us to craft highly targeted and contextually rich content, aligning perfectly with Capital Cell’s expertise in biotech investment.  

Enhancing SEO Strategies 

By generating a comprehensive list of relevant keywords and phrases, we were able to create content that resonates more deeply with our target audience. For Capital Cell, this meant producing blog posts, web pages, and articles that were not only informative but also optimized for search engines. 

Tailoring Keywords to Biotech Content 

One of the most significant benefits of using ChatGPT is its ability to tailor keywords specifically to the biotech industry. Given the complexity and specificity of the topics we cover for Capital Cell—such as cancer research, medical diagnostics, and new drug discoveries—having an AI that understands context is crucial. ChatGPT excels at generating niche, industry-specific keywords that resonate with both experts and laypersons. 

When focusing on a topic like “gene therapy,” ChatGPT suggested related terms such as “genetic modification,” “CRISPR technology,” and “therapeutic genome editing.” These suggestions were invaluable in creating content that was not only informative but also highly relevant to our target audience.  

Structuring Content with AI 

Creating effective prompts is crucial for producing well-structured content. When working on complex topics for Capital Cell, having a clear and logical outline ensures that the information is presented coherently and comprehensively. 

For instance, when drafting a blog post on new drug discoveries, ChatGPT helped break down the topic into manageable sections such as “Introduction to Drug Discovery,” “Current Research Trends,” “Challenges in Drug Development,” and “Future Prospects.” This method not only improved the quality of our content but also saved significant time in the planning stages. 

Aligning with Client’s Tone of Voice 

Aligning content with the client’s tone of voice is crucial for maintaining brand consistency. For Capital Cell, whose audience includes biotech investors and industry professionals, the tone must be authoritative yet accessible. ChatGPT helps us achieve this balance by generating content that overall aligns with the specified tone of voice. 

Before we start crafting content, we input detailed briefs into ChatGPT, including guidelines on the desired tone—whether it’s formal, conversational, or technical. Its ability to adapt its output based on these guidelines ensures that the final content is cohesive and matches Capital Cell’s brand voice. This alignment isn’t always accurate, it’s important to retain a cohesive brand voice which ChatGPT cannot replicate 100% of the time. Checking and updating each piece of copy is essential to using this tool responsibly. 

Simplifying Technical Jargon 

Simplifying technical jargon is a critical step in making complex biotech content accessible to a wider audience. ChatGPT has been a remarkable tool in this endeavor. For Capital Cell, whose topics often include highly specialized terms, translating this jargon into plain language is essential for broader comprehension. 

When dealing with subjects like “immunotherapy advancements,” the initial drafts are often filled with scientific terminology that may be challenging for non-experts to understand, including us as an agency. ChatGPT helps by generating simplified explanations and analogies that retain the core message but are easier to grasp. For example, instead of saying “gene editing via CRISPR-Cas9,” ChatGPT might suggest “a genetic tool that acts like molecular scissors to cut and modify DNA.” This translation makes the content more engaging and informative to a broader audience, ensuring that we effectively communicate Capital Cell’s expertise without alienating potential readers. 

Ensuring Accuracy and Consistency 

Accuracy and consistency when dealing with technical content, especially in the biotech field are paramount. ChatGPT has been instrumental in helping us maintain these standards for Capital Cell. While AI is a powerful tool, the human touch is essential for verifying facts and ensuring content reliability. 

ChatGPT helps streamline the initial drafts by providing well-structured and coherent content. However, we always cross-reference the information with reliable sources to ensure its accuracy. For instance, when writing about new drug discoveries, ChatGPT can generate a well-organized draft, but we validate the scientific claims and data points before finalizing the content. This dual approach ensures that our content is both accurate and consistent. 

Moreover, it can aid in maintaining a consistent tone and style throughout various pieces of content. By following specific prompts and guidelines, it generates text that aligns with Capital Cell’s brand voice, ensuring a unified and professional presentation.