ARIA blends AI and skilled human editors to refresh legacy content, then ideates a fresh spin on the original topics, creating detailed concepts and final assets in multiple formats.
For more than 15 years, Wordsmithie has partnered with Google, Amazon, Shopify, Square, Stanford University, and many other organizations to create compelling content that drives not just brand awareness but deeper engagement and loyalty.
With AI ascendant, we’re still holding tight to our uniquely human abilities as strategists, writers, editors, and designers. Yet we love the power of generative AI for deep research, knowledge synthesis, and streamlining workflows, so we’ve embraced it as part of our AI augmentation over the past year.
As part of this journey, we’re building hybrid human/AI tools and processes to improve how we craft content without diminishing its value or losing the human touch. We’re applying this to one of the greatest opportunities that most companies are missing out on: refreshing legacy content to extend the life of past content investments.
Every year, millions of dollars (and marketing team hours) are spent on content creation, only to leave it languishing in the background after it has served its purpose. Marketing teams are always moving forward, creating new content again and again, leaving a trail of meaningful assets in their wake. Content libraries quickly grow stale, and performance decays as outdated content piles up online. Meanwhile, increasingly lean marketing teams struggle to produce more and more content with fewer resources. They don’t want to resort to AI-generated slop, which risks damaging performance and dragging down brand equity. So what can they do?
Today, we’re excited to announce the launch of ARIA, our new Hybrid Editorial Intelligence system, which makes it easy for brands to extract new value from their content goldmines and move that messaging forward quickly, with skilled human editors partnering at every step.
Unlike other AI tools, ARIA combines the speed and power of generative AI with the impact, insights, and instincts of our seasoned editorial team to make old content sing like new – and then create new concepts and content from the refreshed versions. Clients partner with our team to review content at every stage, giving everyone a say in what’s written (something you can’t easily do with AI!).
ARIA is named for the four phases that content moves through on its journey within our system:
- Audit: Reviews legacy content and recommends contextual updates to reinvigorate it for fresh use.
- Refresh: Updates the original content with the client-approved audit recommendations.
- Ideate: Spins up new concepts based on the refreshed content topic (or takes new assets and imagines new ways of messaging them).
- Atomize: Creates fresh assets based on client-approved concepts for everything from articles, blog posts, and newsletters to podcast scripts, social media, and video scripts.
At each step, our skilled editors review and revise content with clients to preserve the human touch and brand voice that sets human-generated content apart from the drab AI slop now flooding our digital spaces.
With this best-of-both-worlds approach, ARIA helps brands extract more value from their content goldmine, accelerate content creation, and maintain total editorial control. Working alongside our ARIA project managers, content strategists and editors, clients gain refreshed and net-new content they can launch quickly and confidently.
For instance, if you have moldering blog posts or reports from the COVID era, they can be easily audited and refreshed to feature the latest product updates, cultural references, trends, and data (and then spun into entirely new assets). ARIA’s Ideation feature also makes it easy to quickly flesh out content calendars; it learns about your products and brand, then spins up detailed outlines for an array of communications that our editors revise with you (along with the eventual outputs).
Your existing content has long legs – let it run the distance for your brand.
Curious about ARIA? We’d love to give you a tour. Sign up on our demo request form to see how it works (using one of your own legacy assets, if you’d like).
