The cost of producing content is trending toward zero.

But anyone working in branding and corporate communications knows the dilemma:

  • Faster and more consistent: yes, please!
  • Losing control over positioning: no, thanks.

We revised our own content strategy — with the help of AI. And looked for a way to resolve that dilemma: an efficient process that keeps control in human hands.

Where to start

Liip sharpened its positioning goals, which meant our content strategy needed a revision too.

For this, I worked with Claude: we have Enterprise access at Liip, and I use the desktop app.

As a first step, I set up a new project. I give it a clear title and describe what I'm trying to achieve.

I can also feed the system context information that it takes into account across all the work within that project.

In this case, relevant context included:

  • The organization's vision and strategy
  • Positioning goals
  • Existing personas
  • Approval processes and relevant governance

Anything relevant to the content strategy goes into the project as context. This matters especially when several stakeholders or language regions have a say in the final result: the system proposes — but it knows the guardrails within which a proposal actually holds up.

This context provides a solid foundation for an approach that's both grounded and efficient.

From there, the actual work on the content strategy itself can begin.

I wanted to sharpen our core messages and target groups — two building blocks we'd been developing further as part of our new positioning.

Working with the system

For each building block, I had two options:

  • Have Claude generate a first proposal, derived from the context I'd provided.
  • Sketch out roughly what I had in mind, and let the system turn it into a full version.

Either way gives me a starting point I can refine further — alone, with the system, or with the team. The AI doesn't write my strategy; it simply supports me through the process.

What it takes is the moment where I step back from what's been generated, reflect on whether it actually serves our goals, and bring in my own judgment.

To get a fresh perspective on generated proposals, I like to pull in colleagues. Through this process, I developed a first complete version of our core messages, which I then took to the team for feedback.

Depending on where you're starting from, you can work through the different building blocks this way. The system makes sure everything builds on what came before in a meaningful way.

What's a system prompt?

Once my revised strategy is in place, I take it one step further: I derive a system prompt from it.

A system prompt is the overarching instruction you give a model once, which then automatically applies to every following interaction in that context — unlike the actual prompt, which you write fresh for each individual request.

In effect, I've built myself an assistant that supports me — or others on the team — in creating new content, while automatically paying into our content strategy:

  • The system asks me who the content is for, and surfaces the pain points and content needs that fit.
  • The system asks which core message should take the lead, and helps me align the content with it.
  • The system walks me through every other relevant dimension — step by step.

From there, the system prompt can keep being refined as you work with it — for instance, once you realize that the channel you're writing for actually matters.

More than a tool trick

This is where, for me, the point that often gets missed becomes visible: automation only scales what's already structurally sound.

The system prompt is only ever as good as the content strategy it's derived from. The real work wasn't the prompting — it was sharpening the strategy. The strategic decisions — what we stand for, who we want to reach, with which message — were made by the team.

If you're curious, try it on a single building block: bring in the context, pick a topic, let it generate a proposal or sketch, fine-tune it with a colleague.

If you're already working with us and your content strategy could use a reality check, reach out: together, we can gather and review what you already have, then set it up in whichever AI tool your team prefers.

Working in the public sector and wondering how a process like this fits with your approval and compliance requirements? Let's talk — we have experience setting up AI-supported processes within existing governance structures.