Karan Dave · B2B content marketing

My AI Content Workflow

AI responds to thinking. It doesn't do the thinking for you.

AI gives you content, and you supply the perspective that matches where your buyer sits in the funnel. Content built around one named pain point gives that buyer a reason to keep reading.

That is why I run AI inside a defined process, built across 30+ B2B SaaS brands. Each stage below pairs the AI output with the call I made on it.

The example is deliberately short. Hit publish to see my version.

AI layer My decision Research tools

Step 1 — I write the prompt

Start

The position goes in first

AI doesn't have a point of view. I give it one, then ask it to map the angles that follow.

"Give me an outline on: SaaS features are marketing gimmicks. What do they actually solve for users? Audience: B2B VP. Tone: direct."

Step 2 — I pick the angle

AI output

Five angles, all safe

  1. Features vs outcomes
  2. The language gap: "collaboration" hides the chaos
  3. What buyers search vs what vendors publish
  4. When a feature solves an unnamed problem
  5. Reverse-engineer feature copy to issue-led
My pick

The bold one, if the brand will back it

Sub-point 2, the language gap. It names something vendors do and don't admit. The other four are true, but nobody argues with them. I check appetite with the client before writing, because a position only works if they will stand behind it in public.

Step 3 — I pull the thread

AI draft

Accurate, and completely flat

"Many SaaS products use broad language such as 'collaboration', 'visibility' and 'alignment', which obscures the specific problems they solve, making it harder for buyers to self-identify as a fit."
My rewrite

The same point, put in a real moment

"Nobody wakes up thinking: we have a collaboration problem. They think: I found out about the client complaint three days late and the account was already at risk. That's the issue. 'Collaboration' is what vendors say when they won't name the real thing."

Step 4 — I go find the proof

Research comes after the argument, so I'm only looking for what supports it or breaks it.

Grok + Perplexity

Live data, recent stats, industry signals

"Gartner: buyers spend only 17% of the purchase journey talking to vendors. The rest is self-research."

GPT + Gemini

Named examples, analogies, case references

"Asana, Monday, ClickUp and Notion all lead with 'collaboration'. Four products, one word."

Claude

Stitches data and examples into clean sentences

"Take my argument, the Gartner stat and the Slack example. Write 120 words. No corporate language."

Step 5 — I check what survived

Claude output

It reads as one piece now

"Nobody in business starts the day thinking they have a collaboration problem. They have issues to deal with, and the issue shows up because of collaboration. Missing a client issue by three days and discovering that a renewal was at risk because the client escalated it. Gartner shows buyers spend 83% of their journey doing their own homework, looking for someone who can name their problem before pitching a fix. Many vendors simply call it "collaboration". Underneath that word is a missed handoff and a client who saw it first."
My check

What I changed before it shipped

AI handled the shape. I cut "nobody in business", which claims more than I can prove, and I swapped the derived 83% for the 17% Gartner actually reports. Hit publish at the end to read the version that went out.

Step 6 — I align to brand tone

AI tone check

Flags off-brand language

Flagged: "private research" reads too academic for this brand. Suggested: "doing their own homework", which matches the brand's conversational register.
My call

My argument, their voice

I accept or override. The position is mine, the way it sounds is theirs, and both have to be true before it goes out.

Step 7 — I ask three questions

No AI in this step

Three questions, every time

  1. Is it specific? → "Three days late, account at risk" ✓
  2. Does it sound like the brand? → Conversational, no jargon ✓
  3. Is there a line they'll repeat? → "Collaboration is what vendors say when they won't name the real thing" ✓

Reach the end of the workflow to publish

Published

Decision-makers don't start the day thinking they have a collaboration problem. They deal with problems that hold up the work. A client issue goes unanswered for three days, and the renewal lands at risk once the client escalates it. Gartner's B2B buying journey research puts only 17% of the purchase journey in front of suppliers. Buyers spend the rest looking for someone who names their problem before pitching a fix. Vendors label it a collaboration problem. The real problem is a missed handoff that the client spotted before the account team did.