With AI as your writing coach and companion, it can serve as a tireless assistant that never gets writer’s block, works at light speed, and happily generates as many variations as you need, all while you stay in the driver’s seat.
The recipe for firms that want consistently sharp, relevant, and highly engaging content at scale is a simple one: AI plus human intelligence. When you pair your lived experience, judgment, and personality with tech’s ability to perform the heavy lifting, you stop staring at a blank page and start pumping out worthy content.
When firms consider content, they often imagine long, painful hours drafting blogs, writing client newsletters or magazines, and trying to sound original for the hundredth time. With AI as your writing coach and companion, it no longer has to be that way.
AI is not here to replace your voice; it’s here to extend it. Think of it as a tireless assistant that never gets writer’s block, works at light speed, and happily generates as many variations as you need – while you stay in the driver’s seat. When used well, AI becomes the tool that helps your ideas show up more often, in more formats, and in front of more of the right people.
Here are three practical ways to make this happen.
Start with Solid Inputs and Existing Content
AI is only as strong as the inputs you feed it, so begin with content you already have in your library. That might be a client newsletter, a recent blog post, an article you wrote for an industry magazine, or even a slide deck from a presentation. Your goal is to repurpose existing assets into fresh formats – recaps, spin-off blogs, email copy, social posts, or FAQs – without reinventing the wheel every time.
When you prompt AI, be specific and intentional. Include details such as:
- Who the audience is (existing clients, prospects, peers, or recruits).
- What you want the piece to do (educate, recap, inspire action, drive clicks, or spark conversations).
- The tone you want (approachable, authoritative, playful, or visionary).
For example, you might say: “Create a blog-style recap of the attached client newsletter article. Match our firm’s voice, keep it conversational, use bullets where helpful, and keep it under 400 words.” That single prompt can instantly give you a solid first draft that is ready for you to refine.
The more prompts you write, the more you learn how to “speak AI” fluently. Over time, you will build a small library of go-to prompts for blogs, social posts, video scripts, and email campaigns, which makes the content process even faster.
Blend AI Outputs with Your Expertise
This is where the magic happens. AI can surface ideas, gather background information, suggest angles, and clean up clunky language, but it does not know your clients the way you do. Your expertise is what turns a generic draft into a piece that truly sounds like your firm.
Use AI to:
- Update facts, add current examples, or clarify complex concepts.
- Suggest headlines, subheads, or calls to action.
- Offer alternate structures (like turning a dense paragraph into a list).
Then step in as the human editor-in-chief. Adjust the language so it reflects your brand voice; add your perspective, stories, and real-world examples; and remove anything that feels off or overly generic. This is not a “prompt and go” exercise. It is “prompt, receive, refine, and own.”
When your audience reads the final product, they should feel like they’re hearing directly from you, not a robot. AI helps you move faster, but your lived experience is what makes the content trustworthy, relevant, and truly worth reading.
Optimize for Results
Once you are producing content more efficiently, the next step is making sure it performs. AI can help you analyze what is working and where the gaps are. You can use tools to review engagement metrics, scan for SEO opportunities, and highlight topics your audience consistently responds to.
Here is how to use AI in this phase:
- Run copy through AI to improve clarity and readability so more people make it past the first paragraph.
- Ask for an SEO-friendly title and meta description options based on your topic and audience.
- Identify questions your content doesn’t answer yet, then generate ideas or outlines to fill those gaps.
This turns your content from “nice to have” into a real growth asset. You’re not just publishing more; you are publishing smarter. Every new article, email, or post becomes another chance to connect with the right people in a meaningful way.
AI Is Your Ally
AI is a powerful ally for any modern firm, but only when it is paired with thoughtful human direction and lived-and-learned expertise. When you feed it strong prompts, anchor it in your existing content, and consistently refine the outputs, you end up with a content engine that is fast, flexible, and firmly on brand.
You bring the insights, empathy, and lived experience. AI brings speed, structure, and scale. Together, you become a content producer who does not just generate more, but creates content that stands out and serves your audience well.
Kristy Short, EdD, is the owner of TYPE5 Content and has been serving the accounting profession for more than 25 years as a content strategist and creator, coach, thought leader, and author. She's supported hundreds of firms, influencers, and tech vendors in developing highly effective communications programs. She can be reached at kristy@aliigncreative.com.
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Statements of fact and opinion are the author's responsibility alone and do not imply an opinion on the part of the PICPA's officers or members. The information contained herein does not constitute accounting, legal, or professional advice. For actionable advice, you must engage or consult with a qualified professional.
