What quality checks should you run before publishing AI generated content?
- Before publishing AI-generated content, check that it is original, useful, accurate, expert-reviewed and unmistakably yours.
- It should answer a real audience need, add something beyond what already exists, reflect your brand’s voice and point of view, and use the language and concepts you want associated with your brand.
- Verify every fact, quote and statistic, make sure a subject-matter expert has added real-world insight, and check that the content strengthens your wider semantic strategy and remains consistent with what your brand says across other channels.
- The ultimate quality check is simple: could a competitor have published the exact same piece? If the answer is yes, it’s not ready.
Generating content with AI seems like an easy task, yet if you want it to still provide value while getting into AI answers, there are some steps you must follow. More precisely, you should ask yourself the following questions:
1. Could your competitor have published this exact article?
If you could replace your logo with your competitor logo and nothing feels wrong, your content is definitely not ready.
2. Does it actually say something new?
Add your own experience, examples, data, research, opinion, methodology or lessons learned. Don't use AI to summarize what everybody else has already said.
Dig into your unique data, talk to customer success and BI department to get insights that only your company can have.
3. Does it sound like you?
Read your AI generated content out loud. Would you actually say this? Would your team? AI can learn your tone, but your point of view still needs to come from you.
4. Does it use the language you want associated with your brand?
Words aren't decoration. They help AI understand what your company is, which category it belongs to, what problems it solves and when it should be part of the answer.
5. Does it reinforce what you want your brand to be known for?
Every article sends semantic signals. Make sure this one strengthens the connection between your brand, audience, problems, solutions, expertise and topics you want to own.
6. Does it answer a question your audience actually asks?
Don’t create content because a keyword or AI told you to. Know the audience, problem, search intent and the question the content needs to answer.
Talk to your customer support and ask them to provide a list of common questions they keep getting from customers / users.
7. Did you give AI something worth writing about before asking it to write?
Don’t prompt: “Write an article about X.”
Feed it the human ingredients first: your opinion, experience, examples, data, audience, brand language and desired takeaway. Then let AI help turn those ingredients into content.
Context is the first step for generating unique content.
8. Can every fact, quote and number be verified?
AI is very good at producing statistics that sound true. Go back to the original source and check them. Ask for specific links, then click on them to validate they exist and read the content behind them.
9. Does a real expert add something AI couldn’t know?
Use an expert, someone who actually understands the subject, and ask him/her to review the content and add experience, nuance and real-world knowledge.
10. Does it belong to a bigger semantic story?
Don’t publish isolated articles. Ask what cluster, topic and brand association this content strengthens and how it connects to the rest of your website and digital footprint.
Not sure what we’re talking about? Read our article about Semantic Strategy
11. Is the message consistent with what you say elsewhere?
Your website, LinkedIn, YouTube, founders, articles and third-party mentions don’t need identical copy. But they should teach humans and AI the same fundamental story about your brand.
To learn more about the topic check out our guide to brand consistency
12. Would you send it to someone you respect?
Forget SEO scores and AI detectors for a second.
Would you send this article to a client, colleague or industry expert and say:“You should read this.''
If not, why are you publishing it?
Our Personal Tune
AI can help you write faster.
It shouldn’t make you sound like everybody else using the same AI.
If you wish to learn how to generate truly great content with AI check our guide below:
Must-Use Prompt for Generating Great Content with AI