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Rubens did it
Do you need a single blog post or a landing page that blows your audience away? A seasoned copywriter is the most efficient solution. That is, if you expect quality. And we sure hope you do. On the other side of the spectrum, there are the large assignments that take weeks to complete.
Did you know the famous painter Rubens often worked with students and assistants to produce big-batch paintings in his workshop? Although it's a metaphor we only came up with after the fact, it would have been a neat reason to engage AI. Let’s find out why.
If a single painting requires you to train and introduce your assistants to the client's world, then it may not pay off. On the other hand, if you have an order for 500 altarpieces, it is simply a smart investment to teach the assistants the ropes and paint a sample they can copy.
After all, a few hundred pages come with a price tag. While quality content always adds value, we understand that some companies are looking for a budget-friendly solution. With an AI copy assistant, we can cut production time in half.
The AI copy assistant as an artificial junior copywriter
Every so often, clients ask us for a big batch of copy. Today, we introduce them to AI copy assistants. That is a customised ChatGPT that we train on a brand's content and writing style. By feeding it numerous examples and exhaustive prompts, the GPT can lay decent groundwork in mere minutes. Think of it as a junior copywriter on steroids who knows your brand inside out.
All AI experiments we’ve seen so far show that the human factor remains essential. Just as Rubens used to take the work of his assistants up a few levels, our experienced copywriters rewrite the artificial basis. The client still receives a high-quality result.
How do we do it?
On openai.com, you can build your own GPT or assistant. Unlike the free version of ChatGPT, you build your own assistant that remembers who he is and how to behave with each task.
The power is in the prompt
First of all, you have to give the GPT an identity. A personality and its corresponding traits. In an in-depth conversation with our client, we gather all the essential information and add it to what we already know.
We define the brand values and mission, their target audience, and the team our brand-new virtual copywriter just joined. The more details we have, the more accurately the assistant will follow our instructions.
"You are a copywriter with over 20 years of experience and specializing in SEO. You are part of the marketing and communication team at Company X, an international B2B company moving professionals from and to Europe."
And of course, there is the tone of voice. Large language models often mimic writing styles quite well, but then again, sometimes they overdo it. The trick is to feed our assistant with a whole lot of sample copy and content-based input. Rubens's pupils had also seen hundreds of works before they started getting it right. (An assumption to support our story, absolutely)
Our model is ready. What’s next?
Your assistant is now trained and ready for a career in artificial copy. Let’s look at an example to illustrate the principle.
Our client moves people and organisations around the globe. To drive their organic traffic, they wanted to create local landing pages for dozens of locations in different countries. These dedicated pages help to attract a target audience that is looking to move to a specific location. On top of that, they help increase the relevance and effectiveness of your paid ads.
Dozens of locations in as many countries; meaning hundreds of pages. As much as our client has enjoyed working with us for many years, this involves a lot of work. And therefore, a lot of working hours. We proposed an AI copy assistant to cater to our customers’ needs.
Once we created the assistant, we wrote one very detailed prompt. A blueprint serving as the basis for all location pages. The only difference: the destination and some location-specific elements.
For every new page, we only had to replace the location. And add the right keywords, of course, since that’s still important if you want to use SEO to boost your organic traffic.
With this slightly altered prompt our creative assistant produced a new page in mere minutes. The adjustable ‘temperature’ allows you to decide how creatively or strictly the system should follow your prompt. All of this gives you everything you need to achieve an original, solid result. A text that is not too similar to the previous one (Google sometimes excludes pages from its search results because they look too much like another page on the same or another website) and which provides your copywriters with a solid starting point.
Build up a strong prompt using this cheat sheet:
More time for creativity
The time we save using a creative assistant allows us to improve the quality of big batches of copy. By automating the first draft, we create more time to rewrite with a flair for detail, tailored to client and target audience. It highlights the fact that integrating AI in this specific copy process doesn’t curb our creativity, but rather amplifies it.
The copywriter remains essential
Rubens had to retouch and sometimes rework half a painting. In the very same way, it’s the copywriter's moral duty to kneed it into high-quality content. Large Language Models (LLM) like ChatGPT make mistakes. After all, they are trained on the internet, where well-written texts are rather an exception. Also, LLM’s are not made to write copy. Instead, they exist to predict the most likely next word.
The basis may often be sound, proofreading and pimping makes the difference between the mediocrity of the competition and standing out with fresh content.
A smart step forward
The integration of AI within copywriting opens new doors to efficiency and cost-effectiveness, without compromising content quality. After all, humans remain a crucial factor. To avoid mistakes and to continue adding value. AI is not a solution, but a way to strengthen the skills of our own experts.
At iO, we see AI as a piece of the puzzle in offering new innovative solutions that go beyond our clients' needs. When used right, they add to the evolution of the digital landscape.
AI, let's go
Do you have an idea in which a creative assistant could prove to be of value? Feel free to reach out. Our content team would love to have a look at the potential.
Pieter Moons
Copywriter & concept creatorPieter doesn’t need to work himself. His words and concepts do it on his behalf. Backed by 10 years of copywriting and hundreds of punchy lines he gives organisations a voice.
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The 5 most important digital trends for 2023
These are turbulent times. Crises seem to occur more frequently, and we face immense challenges in the fields of health, climate, energy, politics, and security. What does that mean for your organisation? And how should you respond to changing times? Our experts share their insights on the five biggest digital trends of 2023.Read moreBlog
10 ways to create terrible branded content
At the beginning of November, a delegation from iO went to Web Summit in Lisbon. One of the most inspiring speakers was Graham McDonnell, Vice President Brand & Creative at TIME. His talk focused on all the many ways branded content can go wrong. Copywriter Jan Schuddinck summarised his talk for us, so that you never have to make these mistakes again.Read moreBlog
What's in a name: how to choose an iconic brand name
A strong brand identity begins with a strong brand name. So determining your brand’s name has a major impact on your success as a company. How then do you come up with a name that conveys your brand values and feels like a household name to consumers? Discover how our research and creation can help you anchor your new name in your customers' hearts.Read moreBlog
Why graphs are great: the power of infographics
Will you publish a story online using only text? Good luck. Chances are your reader will tune out before it even gets interesting. Don’t beat yourself up, it’s not your fault. The online world is dominantly visual: images keep the scrolling audience captivated. The alphabet alone won't cut it: when presenting data you can’t do without infographics.Read moreBlog
Verbal brand identity: find your own voice and make it heard
Your verbal brand identity is the set of linguistic expressions of your brand. It bundles the tone in which and style with which you communicate to all your target audiences through all mediums. Together with your visual brand expression, your verbal brand expression conveys who you are, what you stand for and what you can do for your customers. In this blog, we will explore your unique voice together.Read moreBlog
Content repurposing: get more out of your content
Content that performs well and generates lots of leads — every marketer's dream. But creating that kind of content is not easy. Not everything you put out is hit. And it doesn't have to be. As long as you know how to optimally use and reuse your best content. By relying on content repurposing, for instance.Read moreBlog
How do you guarantee that innovation is successful in your organisation?
Exploring new markets, creating new revenue models, developing new products and solutions: there is consensus in most companies about the need for innovation. But guaranteeing the success of your innovation interventions is not a straightforward process. In this article we share 5 tips that you can use to increase the chances of your innovation process being successful.Read moreBlog
2024: the next step for analytics and tracking in a 'privacy first' world
You may not have noticed, but a lot has changed in terms of analytics and tracking over the past five years. This is partly because we've already grown accustomed to many changes, and partly because their impact has come very gradually. Half a decade ago, no one knew of the existence of a cookie banner, a year later everyone thought they could never get used to it, and today we don't know any better. We've made serious strides in terms of data regulation, and perhaps the biggest steps are yet to come in 2024.Read moreBlog
How to craft a brand name or tagline in 5 minutes (and whether it's the right one)
Seriously, it's done in no time. And we're about to show you how. The question is: is this what you want? In this blog post, you'll read how we do it at iO, you'll find some tips and tricks to apply on your own work and you'll start to grasp the added value of the human factor.Read moreBlog
E-inclusion: how to leave no one behind digitally
There is a digital divide between the personas we use in marketing and the population. In Belgium, this gap is large: almost 50% of the population are considered to be digitally vulnerable. How do you deal with this as an organisation? And how do you ensure that your products and services do not exclude anyone digitally? This blog contains nine practical tips to help you on your way to digital inclusion.Read moreBlog
The six digital and marketing trends for 2024
The rise of AI, shifts in the social media landscape, and the end of third-party data...2023 was, to say the least, a tumultuous year. But this year, marketers and their organizations are also facing significant challenges. Discover the six digital and marketing trends that will dominate 2024 and, most importantly, how you can successfully tackle them.Read moreBlog
Google introduces Interaction to Next Paint as a new Core Web Vital
From March 12, we welcome a significant update in the world of web performance with the introduction of Interaction to Next Paint (INP) as part of the Core Web Vitals. But don't worry, you don’t have to be a web developer to understand: we’ll explain the importance of this update in plain language.Read moreBlog
Hot in 2024: sustainable websites
“Refresh your website every five years.” Sound familiar? Well, listen carefully. Because in 2024, things have changed. The tech keeping your website up and running used to be out-of-date after five years. But now, it’s become more stable. So, don’t jump on the new website bandwagon just yet, and do your homework to see what you can repurpose first.Read moreBlog
Why WordPress is the perfect CMS for marketers
At iO, we partner with some major players and market leaders in marketing and technology. One of these partners is WordPress, world's largest Content Management System (CMS). There are several reasons why WordPress tops the list of CMS platforms. For one, the platform has a lot to offer for all its target audiences. In this blog, we list its main advantages for marketers.Read moreBlog
Drupal Starshot announced: 5 things you need to know
Earlier this month, Drupal founder Dries Buytaert took the stage during the annual DrupalCon North America in Portland (Oregon, USA). He delivered what some call the biggest Drupal news in a long time: the official announcement of Drupal Starshot. Being the largest Drupal partner in the Benelux, we at iO would like to shed some light on this upcoming launch.Read moreBlog
Drupal sets new standards with Starshot
iO and Drupal go way back. We have been using the CMS since our early days, so it is fair to say it holds few secrets for our developers. In recent years, the CMS market has evolved enormously, with new systems springing up like mushrooms. And even though many did not survive, there are still a lot of new CMS systems standing strong today. An unusual situation for Drupal, but with the announcement of Drupal Starshot, the answer is now finally here.Read moreBlog
Why a seamless partner experience is crucial for your organisation
The fact that a flawless digital experience is crucial to consumers, is not new — every day we experience this ourselves when using apps or ordering things online. Less known, but just as crucial, is the partner experience (PX). Especially for financial institutions (such as banks, insurers or payment companies) a seamless PX is invaluable. Friso Geerlings, Technology Director at iO, explains why this is the case and how you can safeguard your PX.Read moreBlog
Migrating to Sitecore XM Cloud: The step towards a Composable DXP
XM Cloud is the CMS of Sitecore’s new Composable DXP. It is a further development of their original CMS, but packed and serviced completely different. It’s SaaS, less hassle to maintain, quicker and easier to develop on, a lot easier to work with for content editors, but still as powerful and versatile as before. So when starting a new Sitecore implementation, choosing XM Cloud over the original Platform DXP is a no-brainer. But what about migrating your existing implementation to XM Cloud? There is no set upgrade path and your starting position greatly influences the desired route to take, but also the business case behind such a migration. In this article I will share my view on the important differences, challenges, benefits, caveats, possible approaches for a migration roadmap, and everything you would like to know and consider before embarking on this journey.Read moreBlog
Discover conversational AI search
Conversational search in the form of an AI chatbot lets your website visitors interact with your content, resulting in a better customer experience.Read moreBlog
Drupal 11: innovative features for better UX, performance and development
Drupal recently launched the latest version of its unsurpassed CMS: Drupal 11. As a Certified Drupal Partner, our 130-strong Drupal team is eager to get started helping companies find their way around. After all, Drupal 11 offers a lot of new features that improve the user experience, increase performance and streamline development processes.Read moreBlog
What is search intent? And why is it important for SEO?
When you look something up on the Internet, you always do so with a specific intention. Whether it's to gather information, compare products or actually make a purchase. Either way, you want to see results that match your intent as closely as possible. This intent - called search intent - is a crucial factor for both Google and marketers.Read moreBlog
iOS 18 and RCS: a gamechanger for brands and marketers
With the recent launch of iOS 18, the messaging service Rich Communication Services, or RCS, is finally widely available. This can have a huge impact on how brands and marketers reach their customers. In this article, we dive deeper into the ins and outs of RCS and why at iO, we believe that it will provide better experiences.Read moreBlog
6 tips for maintaining focus in a fragmented MarTech landscape
Navigating the rapidly expanding MarTech landscape can be overwhelming, but with a clear strategy and focused approach, you can build an effective MarTech stack that drives your marketing success.Read moreDossier
Dossier: Maximize your marketing efforts with HubSpot
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Dossier: Drupal. Why big brands rely on Drupal CMS.
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Dossier: Composable, the key to flexible business architecture
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Dossier: The Opportunity Report
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Transforming technology into a catalyst for innovation
How fast can you launch new products and services, scale up or scale down sales channels, or provide a better customer experience? The technical complexity of a business often determines its innovation speed. We look at how to transform the 5 key blockers in technology into accelerators for your business. Expert:Raymond Muilwijk, Center of Excellence Lead TechnologyRead moreVideo
AI - The future is not what it used to be
Do you remember when ... the invention of the computer caused a seismic shift in the job market? People unwilling to work with computers were quickly replaced by people who were; and today everyone carries a laptop. Today the same thing is happening with AI. In this webinar, Rodger Werkhoven will share his passion for Artificial Intelligence and introduce you to OpenAI as a love brand.Read moreVideo
The Canon of Flanders: from Van Eyck’s brothers' Ghent Altarpiece to Rock Werchter.
From Van Eyck’s brothers' Ghent Altarpiece to Rock Werchter: the Canon of Flanders is finally here. The much-discussed list resulted in a bulky book of more than 300 pages and includes an overview of the Flemish language, culture, and history from the end of the last ice age to today. But there is also an online version: www.canonvanvlaanderen.be . iO developed this on behalf of the Commission Canon of Flanders, which received a mandate from the Flemish Government, Department of Education & Training.Read moreVideo
Primagaz & iO: a shared journey of growth and success
Discover the fruitful collaboration between Primagaz and iO in this 'Walk and Talk' video. In this video, you'll get a behind-the-scenes look at the collaborative dynamics between Primagaz and iO. We discuss how we dealt with challenges, how we exploited opportunities and what strategies we developed. We'll take you through our shared journey of growth and success, where trust and a commitment to excellence are central. This Walk and Talk is more than just a conversation - it is a celebration of a collaboration that has stood the test of time. It is a story of mutual growth, of learning and evolving, and of creating value for both organizations.Read moreVideo
Video: Leaving no one behind digitally (David De Block)
In his talk at the 2023 BAM Marketing Congress, David De Block (Public Services Director at iO) talks about e-inclusion — or what it means to leave no one behind digitally.Read moreCase
How do you boost sales across diverse target audiences as a market leader in internal transport?
Find out more about how iO and Toyota Material Handling Belgium boosted online sales of compact warehouse trucks and improved the quality of lead generation.Look at this client storyCase
How do you launch a new brand in the mobility industry?
iO and AutoRepairGroup ‘we restore everything, even your smile’ – partnering to build brand awareness in the mobility sector.Look at this client storyCase
How to create a robust personalized inspiration platform for food professionals in Drupal?
For food giant Vandemoortele, we built a Drupal platform that inspires and supports multiple audiences with customised content. Read the case.Look at this client storyCase
How do you disrupt the traditional golf world with an AI golf rules exam??
NGF and iO change the rules: from antiquated exam to groundbreaking experience with AI. Discover their story.Look at this client storyCase
How can you teach children about the dangers of social media?
The tool will help children learn about the impact of high screen time on their mental and physical health.Look at this client storyCase
How to manage a range of websites while meeting client expectations?
Enhancing Digital Content Management for D'Ieteren Automotive's Websites? Read the full story here;Look at this client storyCase
How to combine rebranding and site redesign for a better user experience?
Creating a Cohesive Platform: Assuralia's Rebranding and Site Redesign for Enhanced User Experience Read the story here.Look at this client storyCase
How do you transform two telecom giants into one powerful brand?
Entopic/iO rewrote all content to a new tone of voice for the launch of the Odido brand and managed content migration from 2 websites to the new website. Want to know more? Find out in this case.Look at this client storyCase
How do you bring years of delicious creativity to life?
With creative always-on and ad hoc campaigns, our experts help Manna Sauzen grow into a leading Belgian brand.Look at this client storyCase
How do you make port jobs more appealing?
For Port of Antwerp-Bruges, we brought a brand-new job platform to the market with a creative, multimedia campaign. Read more.Look at this client storyCase
How to guarantee swift intervention for water and gas leaks through a centralized business app?
Discover how we customised a business app that semi-automatically schedules the most efficient solution and produces quick reporting.Look at this client storyCase
How does a smart vehicle configurator help for higher order value?
iO developed a website and UX-driven configurator for and with Suzuki Belgium. Read all about it in this case.Look at this client storyCase
How to future-proof and secure a European dealer intranet?
Discover how the JLR Gateway, built in Drupal, acts as a central hub for dealer communication, processes, and collaboration.Look at this client storyCase
Finding, customising and ordering the perfect promotional gift in as few clicks as possible
Find out how iO developed one powerful and scalable e-commerce platform for the web shops of all Favorite Gifts' brands. Read the case study.Look at this client storyCase
How to present a unified brand story for multiple companies within the same group?
How do you tell a clear online story that pulls traffic towards your website if you represent multiple businesses? Read the case and find out.Look at this client storyCase
Freedom, self-reliance, and user-friendliness
Discover how the online presence of Firda was revamped with a new Drupal platform. With seamless integrations, simplified forms and an improved design.Look at this client storyCase
How we blend technology and marketing for online pharmacy Farmaline
How does iO keep its long-term relationship with Farmaline fresh as a daisy? By mixing trust with a profitable synergy of tech and marketing services.Look at this client storyCase
How a virtual museum highlights Flemish heritage
How do you develop a virtual experience platform that takes your customer experience to the next level?Look at this client storyCase
Finding and offering the right location to turn a special event into a favourite memory
Discover how iO made the websites and the personal admin portal of High Profile Locaties more manageable, findable and scalable. Read the case study.Look at this client storyCase
Repositioning a meat brand in full transition
Discover how iO helped Imperial transform into a future-proof food brandLook at this client storyCase
How to deliver a consistent brand experience across 35 countries
How do you develop a digital and internationally deployable retailer concept that takes your customer experience to the next level?Look at this client storyCase
How to catch the attention of students who swipe away every ad?
Discover how Avans University of Applied Sciences and iO attracted over 20,000 new student choosers with creative, data-driven campaigns. Learn strategies that hold Gen Z's attention and create strong brand connections. Get inspired and discover how to entice your target audience.Look at this client storyCase
Impacting the traveller and environment through technology
Brussels Airport: a look at the digital platforms iO built for the ultimate passenger experience.Look at this client storyCase
A creative blend of skills
Discover what iO does for airport & travelers: from branding to creative campaigns and content creation.Look at this client storyCase
Transforming the passenger experience through innovation & service design
New technology, internet-of-things and proof-of-concepts. Find out how iO is introducing innovation at Brussels Airport.Look at this client storyCase
How do you ensure a flawless guest experience at a renowned holiday park?
iO helped Landal Greenparks create a hospitality experience that seamlessly integrates top personal service with digital convenience. Discover the case.Look at this client storyCase
How do you double your mobile conversion within 4 years?
What it takes to make booking as easy as possible for you? Discover the power of a strong management vision, a streamlined work process, and long-term, open, and transparent collaboration between Landal GreenParks and iO.Look at this client storyCase
How do you accelerate getting innovative lighting into the living rooms of 47 countries?
iO experts built a brand new D2C website with an advanced Adobe Experience Manager e-commerce platform for lighting specialists Signify. The result: happy users and satisfied teams. Read the full case here.Look at this client storyCase
How do you stimulate requests for co-branded credit cards?
Web, app, and integration platform for co-branded credit card programmesLook at this client storyCase
How do you provide customers with flexible retail financing without a card?
Flexible credit, without a card and with all the omnichannel advantages of a credit card.Look at this client storyPage
Verschil chatbot, bot en robot
Robots, chatbots, bots. Drie termen die erg op elkaar lijken, maar erg kunnen verschillen. Het zijn weliswaar alledrie technologische vorderingen in de samenleving, maar het is belangrijk om te weten wat ieder kan betekenen voor jou en wellicht je bedrijf.Read morePage
WWVD: Download the presentations of Wednesday 29 March 2023!
The first day of the Webwinkel Vakdagen (WWVD) is over! Still want to reminisce? Download the presentations of the lightning talks here.Read morePage
WWVD: Download the presentations of Thursday 30 March 2023!
The first day of the Webwinkel Vakdagen (WWVD) is over! Still want to reminisce? Download the presentations of the lightning talks here.Read morePage
Give the Webwinkel Vakdagen (WWVD) a successful follow-up, together with iO!
As far as we are concerned, the Webwinkel Vakdagen (WWVD) was a great success! Did you think so too?Read more