Using AI as a starting point for better content marketing

Executive overview

Most AI-generated content fails to drive traffic because it is published without human improvement. AI tools like Content Shake AI produce a solid structure and outline, but the content itself needs significant rewriting to stand out.

Treat AI output as a draft scaffold, not a finished article — then infuse it with original experience and accuracy checks.

Getting the structure right first

• Review the AI-generated structure before editing any content
• Ensure all the topics you want to cover are included; delete sections that don't fit
• H2/H3 heading structure is usually well-formed; validate it matches your intent
• Structure and outline is where AI consistently performs best

Title and intro

• Edit the title to directly match the keyword searchers are using
• Review competitor titles for context, but never copy them verbatim
• Trim intros aggressively — the goal is to immediately signal relevance to the reader
• A good intro makes the reader think: "I'm in the right place, this person understands my problem"

Rewriting and adding original content

• The more you rewrite, the better the content performs
• Add personal experience, anecdotes, case studies, and original examples
• Review AI output for factual accuracy before publishing
• Use the AI's suggestions to discover angles or subtopics you hadn't considered
• AI can surface related topics (e.g. lead nurturing) that expand the piece's value

SEO and readability review

• Use the built-in improvements panel to check SEO optimisation and readability scores
• Have a human reviewer check tone of voice and keyword coverage
• Stock images included by AI are optional — evaluate them against your content needs