How to Use AI to Create Content for Your Service-Based Business

Reading Progress:

45 min read

Note: The actual reading time  for this blog may appear to be long, but that’s only because I’ve included some examples of questions and ChatGPT responses. You’ll see this sections as white type on a black background, so that you can skim. 

I also like to break things up with images as well. 

Update early 2024: AI is exploding. This means that:

1. ChatGPT is  mainstream now

2. Even people who claim to be experts on AI at this point are pretty much like cowboys/homesteaders in the old west.  Some claim to have it all figured out. I think the truth is that we’re all still figuring it all out.

3. This blog was outdated about 2 months after I wrote it and will still need to be constantly updated. (This whole topic is humbling) But it needs to be talked about.

I’m planning on writing more about legal implications and how this will all shake out, with the help of some experts who know a lot more than I do. Until then, I’m along for the ride along with you.

4. I originally wrote this blog for beginners to Open AI/ChatGpt. 

As of this update, it’s still geared towards those just getting started, but by this I think that many, myself included, now probably know just enough to be dangerous. 

5. Generative AI is only one aspect of AI technology. 

6. Generative AI is a great tool. I think of it as a co-author or assistant. However, and I’m adamant about this: It is not designed to take the place of your own original content, your personal experience, or your own personal brand. Unless you want to blend in rather than stand out.

Here’s my analogy: A city with 20 pizza joints.  The goal in any market would be to create a brilliant spin (a niche) for how to do pizza:

  • Fast delivery
  • Cheap/affordable
  • Vegan
  • Gourmet
  • Live bands and great beer
  • A cozy dining vibe
  • The best Chicago deep dish pizza ever
  • The best outdoor dining experience

Relying on ChatGTP alone is like homogenizing the entire experience of pizza. It’s and aggregate “middle view” instead of presenting something new and different. Something that stands out. The outliers. The thing that’s perfect for you.

This means:

  • No more cheap, convenient pizza for college students.
  • No more gourmet pizza at that magical place you loved.
  • No more deep dish pizza at that place you never expected to find it.
  • No more gluten-free or vegan options.

Because it all eventually evolved into the same pizza recipe,  dining experience, delivery options/price/convenience over time.

Even if the generated content seems diverse, unique, and interesting over time, it WILL eventually become diluted.

You want to be the outlier, not the middle of the Bell Curve, if you want to stand out in a noisy, saturated market.

Right now, while all this is in it’s infancy, this may sound weird. So far, with the right prompts, we’re getting ideas that we may never have thought of. It’s like going to a party and meeting new people. Everything is new and fresh. 

But eventually.. it could also mean that everything starts to look, feel, and sound the same, just like it would if we never left the party and kept hanging out with the same people for decades. 

I believe that because of this technology, it will be even more critical to be different, to be authentic,  to carve out our own niches, and to focus on personal connection and human experiences.

Use this tool to your advantage instead of letting it turn your niche into the equivalent of putting your pizza (your unique offering) into a  blender.

On the other hand..

7. I can’t even begin to express how this tool has helped me make creating content SO much easier, and getting it out into the world. Without compromising originality. 

If you have not had a chance to read part one of this blog, or are not sure why or how AI can help you grow and scale your business, you can read it here. 

Just in case you have not started yet:

Step 1: Get started with OpenAI.

Update: The OpenAI website is evolving almost on a weekly basis. It’s getting better and more and more intuitive.

To get started with using OpenAI:

Visit the OpenAI website.  You can easily set up an account. Getting started is very intuitive. 


Step 2: Get used to ChatGPT

This part hasn’t changed.

This is the part where I encourage you to dive in with both feet and just PLAY.  Think of it as having a an assistant.  Your assistant isn’t driving your business.

Your assistant doesn’t know more than you do about what you do.. or more precisely, why you do what you do the way you do it.. but when you need a good subject line for an email or an outline for a course module or a blog repurposed into a script.. This tool just ROCKS.

Learning how to use ChatGPT effectively, in my opinion, is mostly about learning by doing. By playing around and experimenting, you’ll get a feel for how it works, and how to ask the right questions and provide the right prompts, so that the result is close to what you are looking for.

Begin by creating a test project, such as a blog, and start asking it questions. (I’ll walk you through a scenario in a moment)

Simply click on “New Chat.”

Step 2: Make sure you do the foundational work FIRST (Branding!)

Playing for a while in the ChatGPT “sandbox” and even creating a few social media posts, script outlines, and subject lines is a great idea.

What is NOT a great idea (and I’ll keep stressing this) is relying 100% on this tool to write your content.

A know a few people who are great at prompting. However, this ain’t the way to create your own brand story, mission, message, and content on your home and about page. Not if you want to stand out in today’s market.

Instead, people just want to keep “training it” so that more and more, everything will eventually turn into a soup in which everyone will begin to sound the same.

This step is actually MORE IMPORTANT than EVER.

Another way to put it:  Half-assed input will result, over time, in mediocre content across the board. The old advice applies here: Garbage In, Garbage Out.

The input for your brand needs to be 100% original. Not borrowed and reconfigured using AI.

Plus, you can’t use this tool effectively if you don’t even know the right questions to ask.

These questions will come from doing the foundational work. 

If you don’t know the “what, why, who, where, when, and how” of your business, this tool is going to be little more than an interesting way to waste a few hours of your time.

I can’t stress this enough. I’ve had website clients bypass my process and go right to ChatGPT to write their Home and ABOUT pages.  For real. Don’t do this.

It will just spit out generic information that won’t differentiate you from probably thousands of others online, because there’s not enough information to go on. It won’t work because the captain isn’t sailing their own ship, and has no idea where it’s going, but is still asking the GPS system to take it to the perfect place. 

Let’s say you hired me to create a landing page for your puppy training business.

Would you tell me to “just write a good landing page for my course about how to train puppies?”

Even if you were inclined to spend hours prompting it, YOU are the one that should be driving the process. In order to do this, the work must come from the inside and THEN you can begin market research and THEN start prompting generative AI.

If you hire someone, THEY should be asking you very strategic questions about your brand, so that what is written on the landing page comes from decisions made at the CEO level, not at the level of an employee dinking around and taking a guess at what they think the direction of the company should take.

Without me knowing what you do, why you do it, what makes you unique, who your ideal client is, your message, your story, your voice, and your brand.. it’s going to be Garbage In, Garbage Out. 

Even worse.. if one does this for a SALES page.. which is specifically designed to set you apart and let people know what they should buy from you and not someone else..

Let’s just say that I would be wasting my time and yours. It would be a generic sales page that would frankly, suck. At best, it would be a “hit or miss” process that would be a waste of my time, drive us both crazy, and would have me working for peanuts.

And this is exactly what you would be doing to yourself if you skip the foundational work.

YOU, the human, will need to do this work. No machine will take the place of being intentional and strategic about your message and your brand, or take the place of the direct experience you have and what makes YOU an expert that the right people for you will gladly pay for. 

If you need help with this step, here’s a good place to start.

Later you can decide to take it a step further. (That’s the beauty of having content to meet your ideal client where they are at!)

I don’t want you to get stuck at this point. It doesn’t have to be perfected or written in stone. Your message and branding WILL evolve. You’ll go back and want to edit old blogs and ABOUT pages and landing pages. This is normal.

So just get started, spend at the very least a few hours giving this some thought, and you’ll be a thousand times more effective in generating, writing, and editing content.

Once you are super clear about your brand, message, and what you want to communicate in your first AI assisted blog, you are ready for the next step.  For the sake of simplicity, let’s say that it will be a blog/article. 

 Step 3: Start building your article with core content based on factual data, then drill down to get more specific.

Here’s the process:

First, use the tool as a prompt to help you generate ideas and brainstorm. This works for titles, headings, subheadings, titles, outlines, copy, and more. The hardest part about writing is staring at a blank screen.

If you are stuck on what to write about:

  • Do the foundational work so that your writing comes from a solid place of clarity and purpose. Authors do this, and so should you. 
  • Keep an “idea bucket” handy so that when you are inspired, you dump it there and go back later to find a topic to write about
  • Do some research: What are people posting and talking about on Pinterest, YouTube, Facebook groups, and Amazon reviews? What questions are being asked? What are people complaining about?
  • Use AI to generate ideas for you! (Just ask it, in plain English, for “10 ideas for a blog about sleep and aging.” for example)

Then make a pot of coffee and starting prompting/writing!

The key isn’t to just tell it to “write a blog about 10 ways to get a better night’s sleep.” This kind of generic content won’t actually help you stand out from all the noise.

You can make it more original by “drilling down” and getting more specific with your prompts.

Tips for mastering the art of prompting:

  • Keep your prompts short and clear.
    Give it context, explain who it’s for & what you want to achieve for more relevant and meaningful responses.
  • Keep your prompts natural, pretend like you’re chatting with a (very smart) coworker. It’s easier for ChatGPT to understand you that way.
  • After getting a result, you can give it a follow-up prompt to improve the result. It’s really like a chat.
  • Keep “drilling down” till you refine the content, so that it answers the questions or solves a problem your ideal clients are actually asking about.
  • Use it to repurpose an existing piece of content. For example, copy and paste a blog and ask it to summarize the blog for an email or video script.

Here are some ways you can prompt it to be more specific when it comes to data, logic, and objective facts that help define the work you do:

Type: “Take on the role of an expert in the area of _______. My ideal client is (insert details here)” 

“Give me 10 topics I can write about regarding _______.”

“Write an outline for the topic _______.” 

Can you tell me more about that study?”

“ What are some hormone imbalances that might trigger insomnia”

“ How does blood sugar affect sleep cycles?”


Let me walk you through an example.

Let’s try “Give me some ideas for a blog about equine acupuncture”

Here’s what ChatGPT came up with:

Certainly! Here’s a potential outline for a blog post about equine acupuncture:
Title: The Benefits of Equine Acupuncture for Your Horse’s Health and Well-Being


  • Briefly explain what acupuncture is and how it works
  • Introduce the topic of equine acupuncture and its benefits for horses
  • State the purpose of the blog post (to educate horse owners about equine acupuncture and its potential benefits)

Section 1: What is Equine Acupuncture?

  • Define equine acupuncture and its origins
  • Explain how acupuncture can be used to treat various equine conditions and promote overall health and wellness
  • Provide examples of conditions that can be treated with acupuncture (e.g., musculoskeletal issues, respiratory problems, digestive disorders)

Section 2: How Does Equine Acupuncture Work?

  • Describe the key principles of acupuncture, such as qi and meridians
  • Explain how acupuncture needles are inserted and manipulated to stimulate specific points on the horse’s body
  • Discuss the physiological effects of acupuncture, such as increased blood flow, reduced inflammation, and release of endorphins

Section 3: The Benefits of Equine Acupuncture

  • List and describe the benefits of equine acupuncture, such as pain relief, improved mobility, and stress reduction
  • Explain how acupuncture can be used to complement other treatments, such as veterinary care and physical therapy
  • Provide case studies or testimonials from horse owners who have seen positive results from equine acupuncture

Section 4: Finding an Equine Acupuncturist

  • Provide tips for finding a qualified and reputable equine acupuncturist, such as checking credentials and asking for referrals
  • Explain what to expect during an acupuncture session and how to prepare your horse for treatment
  • Discuss the costs of equine acupuncture and whether it is covered by insurance

This is a pretty good start. However, this outline seems more appropriate for an entire course about equine acupuncture. (A course for other acu’s!)

It may be too much for a blog, and it’s likely that it won’t be relevant to the person who lands on you blog, perhaps only wanting to know how they can help their horse who has been acting strangely lately and heard that acupuncture might help.

Let’s zoom in and get more specific. Of course, this blog will also need to be edited and include the voice and essence of a specific brand, a personality, and a unique perspective to solving a problem. We’ll get to that in a moment.

Let’s drill this down a little more:

“Tell me more about the specific benefits for horses who may have emotional or behavioral issues”

The results:

Acupuncture has been shown to have positive effects on horses who suffer from emotional or behavioral issues. Here are some specific benefits that acupuncture can provide for horses with these conditions:

Stress reduction: Horses that experience stress or anxiety can benefit from acupuncture, which can help to reduce cortisol levels and promote relaxation..

Improved mood and behavior: Horses that are moody or have behavioral issues may benefit from acupuncture by promoting the release of endorphins and other feel-good hormones..

Pain relief: Horses that are in pain may exhibit emotional or behavioral issues as a result of their discomfort. Acupuncture can help to reduce pain by stimulating the release of natural pain-relieving substances in the body..

Better sleep: Horses that have difficulty sleeping or staying calm may benefit from acupuncture by promoting better sleep patterns. Acupuncture can help to reduce stress levels and improve blood circulation, leading to improved relaxation and better quality sleep.

Overall, acupuncture can be a safe and effective treatment option for horses with emotional or behavioral issues. By promoting relaxation, reducing pain, and improving overall health, acupuncture can help horses to feel better both physically and emotionally, leading to better behavior and performance. However, it’s important to work with a qualified and experienced equine acupuncturist to ensure that the treatment is appropriate and effective for your horse’s specific needs.

As an acupuncturist, I can start to see where I could take this

I can totally see how this tool can save a LOT of time, both for blogs and more in-depth content, such as an e-book, course, or workshop.

My own real life example

I’ve created my own published guides about how acupuncture works, citing a TON of studies and conducting my own (limited) research. It was more like a meta analysis and guide for existing patients than an academic paper, but still it was a fantastic tool for me to establish authority, expertise, and trust.

Would I have used AI to write it now? Sure. In fact, I may play with creating another edition, using AI.

For this particular subject, (equine acupuncture) there’s a lot I don’t know.

But because I DO know more about acupuncture than the average person and even the average traditional medical experts, (who focus on broad, generic, and “safe” concepts) I know enough to know that I could dig a LOT deeper into this topic.

Translation: I’m guessing you love what you do and could geek out on it all day. If so, you probably won’t be satisfied with the first thing an AI tool presents to you.

Know that you have a starting point for YOUR content, you’ll probably think of ways you can enhance the raw, generated content and make it your own.

If this even just gets your creative juices flowing.. I would call that a big win!

This leads us to the next step.

Step 5: Include your own perspective, insights, and wisdom

Although I’m not an expert on equine acupuncture, the copy generated in the above example could be a great start.

Of course, if it’s just left as is, it’s going to be pretty generic and bland, and honestly, it won’t really help you stand out from the crowd, if equine acupuncture was your niche.

The reason:

There’s nothing included in this copy about YOUR specific philosophy, approach, methodology, personality, new studies, or further training or education you’ve received. (Your brand)

There’s also no specific purpose. Do you want to help the horse owner by showing them a few acupressure points? Questions to ask a veterinarian? What to do about specific issues? Where to get further help?

You can of course, keep asking, but at some point your OWN expertise will take center stage.

Of course, there is a lot more to creating an effective blog post. Like anything else, there’s always more to learn and grow, and more benefits we can gain from it.

I’m not going to get into the nitty-gritty about the art of creating an effective blog, but just know that you don’t want to stop at what ChatGPT spits out at you. Even if it “looks good on paper,” it’s only a start, and you’ll need to make it your own.

For now, let’s assume that you have a blog written that “checks all the boxes” when it comes to the general message and info you want to share.

But something else is missing. The language may feel boring. It may not feel like something YOU would actually say.  Let’s fix that. 

 Step 6: Infuse it with life, uniqueness, and personality

So let’s add some personality and color, starting at the “kindergarten” level. 

Let’s add another dimensional layer to the original prompt:

You can use it to add more color to your copy.

For example, you can ask it for a list of words that describe the feeling of anxiety.

So now you have a thesaurus.


“Can you give me a list of words that describe anxiety”

Sure! Here is a list of words that describe anxiety:


More words to describe anxiety: 


Even more words to describe the feeling of anxiety


I know this is pretty basic, but it can also save you a LOT of time.

I know that I’m fairly articulate, but I rely on the same words and seldome stretch my creative capacity.

Who knows.. This process could make you a better writer, and expand the limited vocabulary you habitually rely on!

Let’s have some more fun..

You could also use the same technique to generate quotes.

“Show me some quotes about overcoming fear from science fiction movies”

Sure, here are some quotes about overcoming fear from science fiction movies:

“Fear is the path to the dark side. Fear leads to anger, anger leads to hate, hate leads to suffering.” – Yoda, Star Wars Episode I: The Phantom Menace

“The only way to deal with fear is to face it head on.” – Keanu Reeves, The Matrix

“Fear doesn’t have to make you cruel or cowardly. Fear can make you kind.” – Doctor Who, Season 10

“Fear can hold you prisoner, hope can set you free.” – Andy Dufresne, The Shawshank Redemption

“Fear is the mind-killer. Fear is the little-death that brings total obliteration.” – Frank Herbert, Dune

 If you like using quotes to spice up your copy, you have the ability to find something cool at your fingertips.

Let’s add one more dimension:

You can use it to play with the tone and voice of your copy.

For example, I copied and pasted an old blog about foot health into the prompt, and asked it the following:

“Can you write an example using this blog that can be easily understood by an 8 year old?”

THIS is pretty impressive:

Hi there! Feet are an important part of our body, but sometimes we forget how important they are. We put our feet in shoes that sometimes are uncomfortable, and we expect them to keep working for us. However, when we don’t take care of our feet, the rest of our body can suffer too.

Feet are important for balance and agility, which are important for everyday life and sports. The muscles in our feet need to be used so we can move and exercise properly, and avoid pain… etc.


“Can you make the tone more (Witty, authoritative, warm, etc)

I asked it to add in a touch of warmth and humor. The result:

 Hello there! Let’s talk about FEET! (Yes, feet!) They’re important, and let’s face it, a bit under-appreciated. We often force them into shoes that are more like torture devices than anything else and expect them to just keep working for us. But the truth is, our feet need love and attention too! If we don’t take care of them, the rest of our body suffers. That’s why foot health is crucial for athletic performance and everyday life..

This is one of those “gee whiz” tools that is still kind of a novelty, and honestly, I think too many people rely on this. The result is usually pretty bland, and even makes me want to roll my eyes at what “the blender” thinks is funny. 

For example, I love to use analogies to illustrate a point. I also love to include nerdy, cultural references and a dash of humor.

This is another ingredient to add to our “content stew” to make it not just more interesting, but uniquely YOURS.

And there’s STILL something vital that’s missing:

Step 7: Tell a STORY. (Your brand story, and the story of your ideal client/hero)

This is probably one of the most important elements of not only content creation, but modern marketing in general.

Yes, it’s a buzzword, but storytelling has been around for ages.

Human brains are simply wired to remember narrative and stories more than the bullet points and factual information we’ve uncovered so far.

This is something that AI is unable to pull off. It can’t read your mind or know your story, your brand story, and the nuances that connect you and your ideal clients.

Rather than talk about it here, you can read more about Storytelling in this blog.

Or more about the limitations of AI here.

I also teach these concepts on a deeper level in some of my courses and workshops, and memberships.

Even though ChatGPT can’t give you an entire strategy, it CAN be helpful in getting you going in the right direction. 

An example: Let’s say I want to create my own “Brand Origin” story.  I’m becoming a bit of a nerd lately about what makes a great story, especially for the fantasy and sci-fi genre. There’s a lot of thought that goes into something as simple as introducing a character. 

Without this, the audience tends to not be as emotionally invested in the character. 

If this is true for movies and fiction, why can’t I apply this to my own brand story? I thought. 

So I asked ChatGPT to help me out:

Me: How do I write a compelling Brand Story

Answer: Writing a compelling brand story involves crafting a narrative that resonates with your audience, communicates your brand’s values, and distinguishes your brand from competitors. Here’s a step-by-step guide to help you create a compelling brand story:

Know Your Audience: Understand who your target audience is, their needs, desires, and pain points. Tailor your story to resonate with them emotionally and intellectuall

Define Your Brand Identity: Clearly articulate your brand’s mission, values, and unique selling propositions. What makes your brand different? What do you stand for? What problem are you solving for your customers

Identify Your Origin Story: Every brand has a beginning. Share the story of how your brand was founded, including the challenges, successes, and pivotal moments that shaped its journey. Highlight the passion and purpose behind your brand’s creation.

Focus on Benefits, not Features: Instead of solely emphasizing product features, focus on the benefits your product or service brings to your customers’ lives. How does it make their lives better, easier, or more enjoyable?

Create Emotional Connections: Use storytelling techniques to evoke emotions and create a connection with your audience. Share anecdotes, testimonials, or real-life examples that demonstrate the impact of your brand on people’s lives.

Be Authentic and Transparent: Authenticity builds trust. Be genuine in your storytelling, and don’t be afraid to show vulnerability or share your brand’s challenges. Transparency fosters credibility and strengthens your brand’s relationship with customers.

Keep it Simple and Memorable: Avoid jargon or overly complex language. Keep your brand story concise, clear, and easy to remember. Aim for simplicity without sacrificing depth or impact.

Showcase Your Values and Purpose: Communicate the values that drive your brand and the positive impact you aspire to make in the world. Customers are increasingly drawn to brands that align with their own values and contribute to causes they care about.

Highlight Customer Success Stories: Share stories of satisfied customers who have benefited from your product or service. Testimonials and case studies can add credibility to your brand story and demonstrate real-world results.

Iterate and Refine: Your brand story is not set in stone. Continuously evaluate and refine it based on feedback, market changes, and evolving customer preferences. Keep it relevant and engaging over time.

Remember, a compelling brand story is more than just marketing—it’s a powerful tool for building connections, inspiring loyalty, and standing out in a crowded marketplace.

Notice how the response is totally backing up the case that I presented about doing foundational work? 

So I took it one step further.. 

Me: Is there a way to do this if I’m inspired by Spiderman’s origin story?

Absolutely! Drawing inspiration from Spider-Man’s origin story can infuse your brand narrative with elements of heroism, resilience, and personal growth. Here’s how you can adapt Spider-Man’s origin story into a compelling brand narrative:

The Underdog Beginnings: Like Peter Parker, your brand can start from humble beginnings, facing challenges and setbacks along the way. Emphasize the journey from adversity to triumph, showcasing how your brand overcame obstacles to become what it is today.

Discovering Unique Strengths: Just as Peter Parker discovers his superpowers, highlight the unique strengths or capabilities that set your brand apart from competitors. This could be innovative technology, exceptional customer service, or a distinctive brand personality.

Call to Action: Similar to Peter’s realization that “with great power comes great responsibility,” define the mission and purpose of your brand. What problem are you solving, and why is it important? Frame your brand’s mission as a call to action that inspires others to join your cause.

Embracing Identity and Values: Spider-Man’s iconic costume symbolizes his identity and values. Define the visual and verbal elements of your brand identity, such as logo, colors, and messaging, that reflect your brand’s personality and values.

Facing Adversity: Just as Spider-Man faces formidable villains, acknowledge the challenges and competition in your industry. Highlight how your brand confronts these challenges head-on, demonstrating resilience and determination.

Building Connections: Spider-Man is known for his strong connections to the community. Similarly, emphasize the relationships your brand builds with customers, employees, and stakeholders. Showcase how your brand listens to feedback, engages with the community, and fosters meaningful connections.

Continuous Growth and Improvement: Spider-Man’s journey is marked by growth, learning, and self-improvement. Position your brand as a dynamic entity that continuously evolves, innovates, and adapts to meet the changing needs of your audience.

Empowering Others: Spider-Man inspires others to be heroes in their own right. Similarly, your brand can empower customers to achieve their goals, overcome challenges, and make a positive impact in their lives and communities.

By weaving elements of Spider-Man’s origin story into your brand narrative, you can create a compelling and memorable story that resonates with your audience and sets your brand apart. Just be sure to infuse it with your own unique identity, values, and mission to make it authentically yours.

I’m impressed!

Notice how this story can’t be written by generative AI, because it’s OUR story. We can prompt it, and it can prompt us, but the actual CONTENT (story) must come from within us humans.

Bottom line: These tools can provide a fantastic head start. However, I don’t advise using the copy generated as is, without some editing, enhancement, infusion of your own personality, and some storytelling.

Step 8: Add some images

Update: I’ve seen some fantastic AI generated images on DeviantArt (I’m a big fantasy and steampunk fan)

I am being very cautious about emerging copyright laws. For example, can I use an AI generated image on my own website? Do I need permission from the creator? How much was based on their own work? 

It gets super fuzzy. 

What about creating images from scratch? 

I don’t feel confident advising anyone about how to generate images from scratch as of (this month) because unless you know what you are doing, the images tend to look like shit:

  • Hands with 4 or 6 fingers
  • A hazy appearance
  • Images that just look “off.”

I’m not an expert in this area but I’ll report back.

Step 9: Optimize for SEO

Now that you’ve worked so hard, you want your content (blog/article) to be FOUND.

You want to optimize it for SEO.(Search Engine Optimization) so that the right people can find you in a search. Generally, for a blog, this includes Google. (Pinterest is another search engine but I’ll talk about that in another article)

Good news: You can use AI to optimize your copy for SEO.

I’m not going to dive into the SEO weeds in this blog. You can read more about it here.

Just know for now that we want to use strategic keywords, so that our ideal clients can find us in a search. We also want to check off a few items to “optimize” our content (blog/article in this case) for SEO.

If this sounds like vague information, it’s because it IS. I don’t want to leave you hanging with this “non-advice.” But I’ve got you covered!

More good news: A good tool will guide you by providing a built-in checklist. This isn’t about the technical part of SEO, but about the actual, written content, and making it easier for real humans to find it, read it, and get their questions answered.

When you look at it this way, (helping your ideal client) it may change the way you look at SEO.

The checklist includes optimizing for:

  • Word count
  • Meta description (The description of your page that shows up in the SERPS or search engine results pages, usually around 150 characters)
  • Keyword usage
  • Formatting: Use of titles, headings, and subheadings to organize information
    Use of images

..and more.

A good tool will guide you through each, by suggesting best practices and providing an easy, visual, alert system if something isn’t “check off” or optimized.

I also find it useful to do some research to discover:

  • Which keywords are getting a good amount of search volume but also aren’t so competitive that it would be impossible to rank for
  • The keywords my competitors are ranking for
  • “Long tail” keywords that I may not have thought of. These are typically longer phrases that may have less search volume, but are less competitive, more “niche” and more likely to attract a very specific person with a specific intent.Example: Instead of ranking for “Equine acupuncture” you could rank for “How to help your horse relax with acupuncture”

Yes, great, but HOW? Great question.

Usually, this means hopping in and out of tools like Moz and SemRush, which are great, but can be expensive for entrepreneurs just starting out, and can also be very labor intensive.

Which usually means that we as content creators end up..
Well, not creating content but putting it off.

That’s not good. What’s the point of having one good tool if there’s a bottleneck somewhere else?

The cool thing about these tools is that they will also teach you some SEO best practices. (Keeping in mind that these DO change, and that’s just the nature of the SEO beast)

Since many entrepreneurs give almost no thought to optimizing their content for search, you’ll be at an advantage

 Since this is an article about AI, you might be wondering:

Why can’t I just use AI for SEO?

The answer is that generative AI isn’t the place to discover which keywords are going to be the best based on search volume and difficulty (competitiveness) This is because it’s not based on the data sets that come from search engines that give us some insight about how certain keywords might do in our own rankings. 

What you CAN research is something called seed keywords. 

These are often really just words and phrases and queries arrived at via brainstorming and common sense: 

Equine acupuncture near Edmonton
Will acupuncture help my horse relax? 
Key acupressure points for horses

You can also ask ChatGPT for some seed keyword ideas. 

Don’t forget that before you start researching for seed keywords, you really need to have a good feel for your niche, where your ideal clients are in the buyer’s journey (search intent: Are they ready to buy now, or are they doing research? Or are they just curious or looking for a way to solve a problem but are not aware of the kinds of solutions you provide? 

That’s why it’s good to have content for all stages. 

AFTER you find some good seed keywords you’ll still want to do some at least basic research to find out how much search volume that keyword gets and if it’s super competitive (difficult) to rank for. 

For this, you can use a free tool like Moz. I’ll be writing more about this later.. so that we don’t end up going down TWO rabbit holes at once! 


I know this process works. I just wrote 2 in depth blogs in a few hours. In the past, I’m confident that it would have taken much longer.

But it’s not just about cranking out as much as you can, just because you can.

Quality, relevance, and connection is the first priority. From there, we can streamline.

Keep in mind that this will be a process.. You’ll get better at clarity, defining your niche and message, researching, prompting, writing, expressing yourself, and doing it all even more efficiently over time.

With practice, of course.

Sometimes we all need a little help. That’s why we take classes and workshops that will accelerate this process and make it easier for you. Check out the resources below

Through this journey you’ll also expand your knowledge/expertise, have more share, and generally become a better writer and storyteller.

This is why I don’t think that AI will completely replace human intelligence. In fact, I think that people will want MORE human connection and insight, not less, as the technology progresses.

It’s up to us to be proactive about how we want to use it.

I’ll certainly need to keep these blogs updated as the tools improve, and keep you posted on new discoveries, developments, insights, and tips.

I’ll also be exploring how AI can be used in other areas of your business.

Need help with smart content creation?

Content drives your business, there’s no doubt. 

Creating content isn’t about just writing what comes to mind in the moment.

Although great content comes from your expertise and passion.. ultimately, your blog, videos, podcast, or whatever,  are not your journal.

Each piece of content you write needs to have a purpose,  direct traffic to  your website, and serve you long past the point when you upload your creation to the world.

(Hooray.. this means you don’t need to dance on TikTok everyday!)

I’m guessing you don’t want content creation to take over your life. 

I can help you with this. It could be something I have for free, a low cost membership, a workshop, a course, or coaching.  It has to make sense for you and where you are at right now.

Let’s figure it out together (No hard pitch)  by answering a few short questions below,  (It’s my coaching application) and I’ll direct you to the best option for you via email.

Sound good?

Hi! I’m Julie. 

I’m a self-described nerd when it comes to branding, marketing, and websites. I’m an INTJ/P who loves working with “thinking” introvert entrepreneurs who are also passionate about their ideas and serious about their business.  Feel free to explore a topic or search for something specific. 

Brand archetype quiz

Take the Brand Archetype Quiz!

A fun quiz that will help you define and refine your brand. You will get more than just a result.. I’ve got all kinds of goodies ready for you and your specific brand type.