Awareness Marketing is now live. View Plans →
Awareness Marketing is now live. View Plans →
CONTENT & AI STANDARDS
Our Standards for Content and AI
Our Standards for Content and AI
AI can make content marketing faster. That does not mean more content is automatically better content.
AI can make content marketing faster. That does not mean more content is automatically better content.
Awareness Marketing uses AI as part of a wider research, planning, creation and publishing workflow. The objective is not to generate as much content as possible. It is to help businesses publish useful, relevant content consistently, with the context and controls needed to maintain quality.
Awareness Marketing uses AI as part of a wider research, planning, creation and publishing workflow. The objective is not to generate as much content as possible. It is to help businesses publish useful, relevant content consistently, with the context and controls needed to maintain quality.
AI helps us do parts of the work faster. It does not change the standard the finished work has to meet.
These standards explain how Awareness Marketing approaches content quality, automation, accuracy and responsible use of AI.
These standards explain how Awareness Marketing approaches content quality, automation, accuracy and responsible use of AI.
Useful.
Content should exist because it has a reason to exist, not because it is cheap to generate.
Content should exist because it has a reason to exist, not because it is cheap to generate.
Grounded.
Content should be built from real information about the business, its market and what people are actually searching for.
Content should be built from real information about the business, its market and what people are actually searching for.
Accountable.
AI can assist the process, but businesses should be able to understand what is being produced, why it is being produced and where its information comes from.
AI can assist the process, but businesses should be able to understand what is being produced, why it is being produced and where its information comes from.
Use AI Where It Improves the Work, Not Simply Because It Can Be Used
Use AI Where It Improves the Work, Not Simply Because It Can Be Used
Awareness Marketing uses artificial intelligence within parts of the content marketing workflow, including research, analysis, writing and image creation.
Awareness Marketing uses artificial intelligence within parts of the content marketing workflow, including research, analysis, writing and image creation.
But AI is not the product proposition.
But AI is not the product proposition.
But AI is not the product proposition.
The purpose of Awareness Marketing is to bring the content marketing workflow into one place, from deciding what to publish through to creation, publishing and performance measurement.
The purpose of Awareness Marketing is to bring the content marketing workflow into one place, from deciding what to publish through to creation, publishing and performance measurement.
We do not believe the best use of generative AI is to manufacture the largest possible quantity of content. The ability to generate something quickly is not, by itself, a reason to publish it.
We do not believe the best use of generative AI is to manufacture the largest possible quantity of content. The ability to generate something quickly is not, by itself, a reason to publish it.
Awareness Marketing is designed around identifying worthwhile opportunities and creating content with a clear purpose.
Awareness Marketing is designed around identifying worthwhile opportunities and creating content with a clear purpose.
We use AI to improve the work, not to manufacture more of it.
Start With Real Context
Start With Real Context
AI is more useful when it has the right context. Awareness Marketing does not start with a blank prompt and ask a model to guess what a business should say.
AI is more useful when it has the right context. Awareness Marketing does not start with a blank prompt and ask a model to guess what a business should say.
The platform can use information including:
The platform can use information including:
The platform can use information including:
· the customer’s website
· the customer’s website
· the customer’s website
· the business profile created from that website
· the business profile created from that website
· the business profile created from that website
· the customer’s voice fingerprint
· the customer’s voice fingerprint
· the customer’s voice fingerprint
· existing website content
· existing website content
· existing website content
· real keyword and search data
· real keyword and search data
· real keyword and search data
· live Google search results
· live Google search results
· live Google search results
· relevant current news
· relevant current news
· relevant current news
· Google Search Console data where connected
· Google Search Console data where connected
· Google Search Console data where connected
· the subject and purpose of the individual piece of content
· the subject and purpose of the individual piece of content
· the subject and purpose of the individual piece of content
This context helps the platform understand the business before deciding what should be created.
This context helps the platform understand the business before deciding what should be created.
The principle is straightforward: AI should not be asked to invent the business, the audience or the evidence. It should work from relevant information.
The principle is straightforward: AI should not be asked to invent the business, the audience or the evidence. It should work from relevant information.
Quality Comes Before SEO Checkboxes
Quality Comes Before SEO Checkboxes
Search optimisation matters, but content should still make sense to a person reading it.
Search optimisation matters, but content should still make sense to a person reading it.
Awareness Marketing uses a structured process that can include research, a content brief, article creation, SEO review and Content Integrity checks before publication. These checks are designed to improve the quality and usefulness of the finished content.
Awareness Marketing uses a structured process that can include research, a content brief, article creation, SEO review and Content Integrity checks before publication. These checks are designed to improve the quality and usefulness of the finished content.
Awareness Marketing is not designed to:
Awareness Marketing is not designed to:
Awareness Marketing is not designed to:
· invent statistics or research
· invent statistics or research
· invent statistics or research
· invent quotations or sources
· invent quotations or sources
· invent quotations or sources
· present unsupported claims as established facts
· present unsupported claims as established facts
· present unsupported claims as established facts
· keyword-stuff articles
· keyword-stuff articles
· keyword-stuff articles
· create manipulative link schemes
· create manipulative link schemes
· create manipulative link schemes
· optimise content around AI detector scores
· optimise content around AI detector scores
· optimise content around AI detector scores
· deliberately copy another company’s writing
· deliberately copy another company’s writing
· deliberately copy another company’s writing
· rewrite large amounts of existing internet content simply to create another version of it
· rewrite large amounts of existing internet content simply to create another version of it
No automated system can guarantee that every generated statement will always be correct. Customers should apply appropriate judgement, particularly when publishing content involving regulated, sensitive, legal, financial, medical or other high-impact subjects.
No automated system can guarantee that every generated statement will always be correct. Customers should apply appropriate judgement, particularly when publishing content involving regulated, sensitive, legal, financial, medical or other high-impact subjects.
Integrity matters more than satisfying an SEO checklist.
Publishing Consistently Matters. Publishing Unnecessarily Does Not.
Publishing Consistently Matters. Publishing Unnecessarily Does Not.
One of the biggest advantages of modern AI is that it reduces the effort required to create content. That also creates an obvious risk: producing content simply because production has become easy.
One of the biggest advantages of modern AI is that it reduces the effort required to create content. That also creates an obvious risk: producing content simply because production has become easy.
That is not the approach Awareness Marketing is designed around. The platform researches opportunities and builds a publishing plan around subjects that have a reason to be covered.
That is not the approach Awareness Marketing is designed around. The platform researches opportunities and builds a publishing plan around subjects that have a reason to be covered.
We do not believe businesses benefit from manufacturing hundreds of near-identical pages, producing pages for every possible keyword variation or filling a website with content that adds little additional value.
We do not believe businesses benefit from manufacturing hundreds of near-identical pages, producing pages for every possible keyword variation or filling a website with content that adds little additional value.
The aim is sustainable, useful content marketing. Not maximum output.
The aim is sustainable, useful content marketing. Not maximum output.
More content is not automatically better content.
Different Businesses Need Different Levels of Control
Different Businesses Need Different Levels of Control
Awareness Marketing supports different ways of working.
Awareness Marketing supports different ways of working.
Awareness Marketing supports different ways of working.
In Auto mode, the platform can handle more of the workflow automatically, including selecting opportunities, creating and checking content, and publishing it on your agreed cadence.
In Auto mode, the platform can handle more of the workflow automatically, including selecting opportunities, creating and checking content, and publishing it on your agreed cadence.
In Expert mode, Awareness Marketing proposes a broader set of opportunities and the customer has greater control over what is selected and approved.
In Expert mode, Awareness Marketing proposes a broader set of opportunities and the customer has greater control over what is selected and approved.
Neither approach is inherently right for every business. Routine content marketing can often benefit from greater automation. Other subjects need more scrutiny.
Neither approach is inherently right for every business. Routine content marketing can often benefit from greater automation. Other subjects need more scrutiny.
Businesses operating in regulated industries, handling sensitive subjects or making consequential claims should use an appropriate level of human review before publication. The purpose of automation should be to remove unnecessary work, not unnecessary judgement.
Businesses operating in regulated industries, handling sensitive subjects or making consequential claims should use an appropriate level of human review before publication. The purpose of automation should be to remove unnecessary work, not unnecessary judgement.
Automate the repetitive work. Keep judgement where judgement matters.
Clear About What We Can Measure
Clear About What We Can Measure
Marketing platforms should be clear about the difference between what they measure and what they infer.
Marketing platforms should be clear about the difference between what they measure and what they infer.
Awareness Marketing can
· research content opportunities using search data
· track Google search rankings
· use Google Search Console performance data where connected
· identify content that may need updating or improving
· assess content using SEO and Content Integrity checks
· use web-grounded AI answers as a proxy for AI visibility
· show which sources appear within those AI answers
Awareness Marketing cannot
· guarantee search rankings
· guarantee organic traffic
· guarantee leads or revenue from individual articles
· guarantee that a business will appear in AI answers
· observe the internal systems of AI assistants
· directly track every response produced by ChatGPT, Gemini or other AI systems
· directly track every response produced by ChatGPT, Gemini or other AI systems
· directly track Google AI Overviews
· guarantee that generated content contains no factual errors
· guarantee that generated content contains no factual errors
Where measurement involves inference or proxy data, we aim to describe it as such.
Where measurement involves inference or proxy data, we aim to describe it as such.
On this page
See How Awareness Marketing Works
See How Awareness Marketing Works
From research and planning to publishing and performance, Awareness Marketing brings the content marketing workflow into one place.
From research and planning to publishing and performance, Awareness Marketing brings the content marketing workflow into one place.