How to use Writer as a marketer

Who can use this feature

  • Supported on Team and Enterprise plans

What's in this article

What is Writer and why should I care?

Writer is a generative AI writing tool which helps you automate your busy work and scale your best work. Writer helps you create any kind of written content — all while staying true to your company’s voice and brand. You may have heard of other generative AI tools, but here’s what makes Writer special for you:

  • We’re safe to use at work. We’re built for businesses, with all the security and privacy features that entails. We’re IT team approved!
  • We’re already trained on your company’s brand, voice, and style guide. No more hours spent in copy editing meetings — no more searching Slack to remember how you capitalize part of your product. We’ll offer suggestions and corrections in real time, in the tools you already use every day.
  • We’re especially good at the kind of structured business writing which isn’t always fun to write. (Let us take those press releases and SEO content posts off your plate!)
  • We keep humans in the driver’s seat when it matters. High-impact, creative work needs you — we’re just here to help you polish, edit, fact check, and scale your best work.

How do I get started using Writer?

Install the Chrome extension and other apps

Writer plugs into the tools you’re already using to offer suggestions and corrections in real time. You’ll get instant help with:

  • Grammar, spelling, and clarity
  • adherence to your company’s style guide
  • shortcuts for approved content you reuse over and over again

Click here to access our apps.

Learn more about Writer apps here.

Rewrite your content — wherever you're working

Don’t love what you just wrote? Highlight text in a Writer doc or app or extension and select the rewrite ✨ icon to rephrase it. You can rephrase, polish, simplify, shorten, or enrich whatever you just wrote, or modify the tone of your writing.

Learn more about rewriting content here.

Use apps to generate great first drafts

Have you ever thought it'd be easier to write if you had a first draft, instead of a blank page? Our out-of-the-box apps make it easy to generate all kinds of writing, from email subject lines to entire press releases.

From the Writer dashboard, select All apps to explore all the available apps.

Already working out of a draft document? Click the Explore apps button to open the library.

We’ll explore a few of our favorite apps below in greater detail, but we recommend exploring the Marketing, External Comms, and General sections of the apps library.

Check out the Learning Center to grow your expertise

Generative AI is powerful — but it might feel intimidating at first. If you ever have a question, encounter a problem, want new ideas, or just want to grow your own AI expertise, select the Learning Center icon for access to webinars, guides, and our Support team.

The top 5 ways marketers use Writer

Repurpose event recordings for your blog and social media

If you’re not sure where to begin, check out our fan-favorite feature: recaps! The recaps apps makes it easy to get the most out of a recorded event by surfacing key takeaways and quotes. Recaps can handle a wide variety of recording types, from team meetings to candidate interviews, but content marketers love using recaps to get maximum ROI from their recorded webinars:

  • Summarize the webinar’s key topics and discussion points
  • Identify takeaways and key quotes
  • Click the 📣 highlights icon to generate social media posts for your webinar

Write better emails

As a content marketer, you know the power of a great email. Writer helps you get over writer’s block, or generate dozens of targeted variations on an email for better audience targeting.

  • Already have an email but can’t come up with a subject line? Try our Email subject lines from scratch app.
  • Have a subject line in mind but want to bounce a few more ideas around for A/B testing? Try our Email subject line idea generator.
  • Use Ask Writer to generate first drafts of emails with specific criteria:
    • “I’m an email marketer at Amazon and I need to get more people to sign up for Amazon Prime. Write an attention-grabbing, personal email asking customers to consider signing up for Amazon Prime, and if they do it now, they get a month for free. Include 2 potential email subject lines. Avoid generic phrases. Write in a quirky, fun tone.”
  • Use Ask Writer to customize emails for specific audience cohorts:
    • “Take this email and personalize it to target moms in their 40s-50s who are already avid [Company] users: [paste email]”
    • “Take this email and personalize it to target moms in their 40s-50s who have never used [Company] before: [paste email]”
    • “I work at REI and we need to create a stellar product page for our outdoor backpack. Turn this generic description of a backpack into a product description that would resonate with outdoor-lovers, hikers, and climbers: A backpack is a bag with straps that go over your shoulders, so that you can carry things on your back when you are walking or climbing.”
    • “Localize this ad for a Toyota college grad discount to make it relevant for Pullman, WA residents and Washington State University alums. Mention a Pullman, WA landmark and the WSU mascot. [paste ad copy]”

Spin up press releases and SEO ranking content

Content marketers know press releases and SEO content are critical to building your company’s brand — but they’re not exactly fun to write. Writer has several apps to take this work off your plate:

  • Use our Press release app to draft structured press releases for new launches quickly.
  • Use Ask Writer to draft press releases with specific parameters:
    • “I’m the CMO at Adidas and we’re launching a new clothing line with Lionel Messi. Generate a press release about this partnership that’s written in a fun, exciting tone and covers what apparel there will be, the design and look, and Lionel Messi’s collaboration on the project due to their World Cup victory.”
  • Use Ask Writer to draft SEO content for various outlets:
    • “You’re the head of content marketing at Asana and you want to attract more decision-makers at remote-work companies with 500+ employees.  Suggest H1 and H2 headers for a top-of-funnel blog post for L&D and HR leaders that will rank in the top 10 SERP for searches about ‘remote employee onboarding’ and related keywords. The final H2 should discuss Asana.”

Summarize long, wordy documents

Overcome writer's block

  • Use Ask Writer to draft a first draft of anything:
    • “In no more than 3 sentences and using imagery from natural phenomena, write an analogy about tracking sales analytics. You’re speaking to revenue ops leaders who are deciding on what kind of software to buy.”
    • “I’m the content marketing manager for HubSpot. I’ll be interviewing the CEO of Writer for a thought leadership post on generative AI:

      Come up with five questions about how she thinks her company, Writer, will benefit CRM platforms.”

    • “I’m writing a blog post directed at the general public about the Overton Window. I’m having trouble defining it in an easily understandable way. Define the Overton Window in layperson terms, in 2-3 sentences.”
    • “I’m the CMO at [Company] and need to write a blog post about the future of the commercial banking industry. The target audience is commercial bankers, so do not include a section with general information. Generate an outline that has 3 different sections with strong headings. Use the keywords “fintech” and “digital technology”.

These five use cases are only the beginning! Check out our Prompt library for marketers.

In the meantime, let us know if you need any help getting started by contacting our Support team.

The 7 steps of a Writer power user

1) Pick the right out-of-the-box app or craft an open-ended prompt

The first step to using generative AI in Writer is to decide whether you want to use a prebuilt app or write a prompt from scratch using our  Ask Writer app.
  • A prebuilt app is a great choice when you’re generating highly structured content (like a press release, or a social media post). It's also a great place to start if you're new to generating content with AI - no experience necessary!
  • Using Ask Writer to compose a prompt from scratch is a good choice if you need to apply specific parameters, or reference a specific source (it can reference a URL, text, or an uploaded file).

Crafting a good prompt for  Ask Writer requires a bit more thinking to get the right results, right away. A good rule of thumb is to answer the five most important questions:
  • Who - Who is the creator? Who is the audience?
  • What - What form should the output take? How long should it be? What tone should it use? Is there a specific call to action or bit of content which Writer should use?
  • Where - Where will your audience consume this content, i.e. TikTok, Facebook, a blog, etc?
  • Why - Why does the audience need this content? What are you aiming to achieve with it?
  • How - How should we structure the content? What should we reference to create the right content?
We’ve put together an in-depth  Prompt Crafting Guide to help you get high-value results from open-ended prompts.

2) Generate new outputs if needed

If you don’t love the content generated by your prompt, try again! Click Generate Content again to create a new draft based on your prompt:

3) Want more? Keep writing!

Like what you’re seeing, but you just want a bit … more? Click the ⚡ lightning bolt icon in the top right corner to generate more content based on your prompt:

4) Use claim detection to check your work

AI tools which are based on large language models (like Writer) are trained to recognize linguistic patterns, and to use those patterns to produce new content. However, they're not trained to verify facts. Writer generates content that sounds right — but it has no way of knowing whether that statement is true! A human editor should always verify any facts or statistics before they select “Publish”. Clicking the 🛡️ shield icon in the top right corner will highlight sentences which might need to be verified:

5) Review suggestions to stay on-brand

Once Writer has generated content that you’re happy with, it’s time to do a little copy-editing. Our suggestions don’t just check your spelling and grammar — they’ll keep you in line with your company’s brand and voice.
Suggestions will automatically appear on the right side of any Writer draft:

If you’re using a Writer extension, select the suggestions score to open the sidebar:

6) Generate highlights to share on social media

Any time you create a draft longer than 250 words, Writer can generate highlights for you. Click the 📣 highlights icon to spin up a meta description, summary, and social media posts:

7) Add magic links to improve SEO and keep users on your site

As a content marketer, you know using internal links is a great way to boost your company’s SEO rankings. But identifying possible internal links in a piece of longform content is really tedious!
Click the 🔗 magic links icon in the top right corner of your Writer draft. You can highlight a keyword phrase or enter a keyword and Writer will suggest the most relevant links from your most important websites:

If you’ve followed the 7 steps above, congratulations — you’re a Writer power user! 🏆 By taking advantage of the most important features in Writer, you’ll be able to get the maximum impact out of your best writing, while spending less time on busywork.
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