How the Nexus Team Uses AI Enabled Content Solutions

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With over 4 billion monthly active users, ChatGPT’s popularity as a generative AI solution has skyrocketed since its release in 2022. AI is not just changing how people use the Internet; it’s reshaping how content teams operate.

According to AirOps:

“Based on survey data from ~150 content leaders across multiple industries, our research reveals organizations are at varying stages of AI implementation, with most recognizing AI adoption as a top imperative rather than merely a tactical option.”

At Nexus Marketing, we don’t shy away from these industry changes—we embrace them to ensure we’re staying flexible while delivering our clients and partners the high-quality content their brands need to succeed. With that in mind, we’re making some slight adjustments to the ways we talk about and use AI solutions like ChatGPT to support content creation. Primarily, we’ve incorporated AI-enabled writing for off-site content (AKA partner posts).

This article breaks down everything you should know about our approach.

Historical AI Use Cases

Since early 2024, we have used ChatGPT to support these use cases:

  • Generating content outlines for both partner posts and internal content
  • Writing meta descriptions and titles
  • Proofreading copy
  • Generating story ideas/example scenarios
  • Brainstorming call-to-action language
  • Generating FAQs
  • Sourcing statistics
  • Generating image ideas (not image creation)

Why are we updating our AI approach?

Leveraging AI tools like ChatGPT more extensively in the content creation process allows us to scale up production while creating even better content.

Therefore, we’ve started incorporating Custom GPT tools into some off-site partner post content.

How Our Custom GPT Solutions Take Your Preferences Into Account

Our custom GPT solutions help create content that aligns with brand preferences for both content contributors and hosts. We give the GPTs access to brand-specific voice and tone information and example content from your web content/blog posts. The GPTs use that information to provide tailored content more specific to your business’s needs than regular ChatGPT.

Then, our writers carefully review and edit any GPT-produced content before incorporating it into the partner post draft. We ensure the content fully aligns with your brand’s preferences, voice, and target audience.

Common FAQs

1. Will this negatively impact my site’s SEO performance?

Google doesn’t penalize content solely because it was AI-written. Here’s exactly what their guidelines say:

“Is AI content against Google Search’s guidelines?

Appropriate use of AI or automation is not against our guidelines. This means that it is not used to generate content primarily to manipulate search rankings, which is against our spam policies.

Why doesn’t Google Search ban AI content?

Automation has long been used in publishing to create useful content. AI can assist with and generate useful content in exciting new ways.

Will AI content rank highly on Search?

Using AI doesn’t give content any special gains. It’s just content. If it is useful, helpful, original, and satisfies aspects of E-E-A-T, it might do well in Search. If it doesn’t, it might not.

Should I use AI to generate content?

If you see AI as an essential way to help you produce content that is helpful and original, it might be useful to consider. If you see AI as an inexpensive, easy way to game search engine rankings, then no.”

These research findings are why we are moving toward using more AI-supported content in our writing. In summary:

  • Google’s guidelines demonstrate that they don’t penalize AI content as a rule—they penalize content meant to manipulate search rankings, or content that is not useful, helpful, original, or reflective of EEAT. Nexus Marketing has never been in the business of writing content like that—we ensure all content is accurate and original, fulfills search intent, and drives business value for our clients and partners. 

2. How will you ensure that the content quality remains high and that the content is plagiarism-free?

We have a few safeguards in place to ensure continued high-quality, plagiarism-free content:

Writing process

  • Writers carefully review any content written by AI to ensure accuracy, relevance to the main topic, and logical flow.
  • Writers look for common AI cliches, repetitive language, and/or generic content to ensure all writing maintains a human touch.
  • Writers ensure that content aligns with your brand’s tone and preferences, as expressed in your brand guide or other shared business resources.

AI and plagiarism checkers

Writers run their completed content through Grammarly’s plagiarism and AI detection tool:

  • We pay for Grammarly Premium to ensure that the content is plagiarism-free and doesn’t appear to have been written by AI.
    • However, the AI checkers often still say that content resembles AI, even when it is fully human-written. With that in mind, we focus these checks mainly on plagiarism and audit content to ensure natural flow and readability.
  • We always get the posts to 0% plagiarism.

3. How does this apply to other types of Nexus content?

Our process for SEO-optimized content written for publication on the contributor’s own site (internal content) remains the same. We believe that keyword-optimized articles published on your website benefit most from a strong, unique perspective and original, engaging insights—something our experienced writers excel at, with the help of client-specific preferences and knowledge.

Here is how we use AI in the outlining/planning process for onsite content:

  • Writers use our custom GPT tools and AI prompts to help generate the outline.
  • Writers complete the full draft using their own writing and the AI outline as a guide.
  • Writers run the content through the Grammarly checker, aiming for no plagiarism and less than 10% content resembling AI (for context, sometimes the AI checker still says a post resembles AI content even when it wasn’t written with AI)..

4. Does ChatGPT use data from Custom GPTs to train its models?

ChatGPT does not use data input to custom GPTs to train the base ChatGPT model. Here is how OpenAI explains this:

“By default, we do not use your business data for training our models. If you have explicitly opted in to share your data with us (for example, through our opt-in feedback mechanisms⁠) to improve our services, then we may use the shared data to train our models.

  • Nexus does not opt in to share data with ChatGPT.

“Your end users can build and share GPTs internally with each other within your workspace. The same commitments we provide for ChatGPT Enterprise, Team, and Edu also apply to your use of GPTs within those workspaces. Note that if your workspace admins enable GPTs to be shareable with the public, any GPTs that your users choose to publish externally may be subject to additional review. Learn more about GPTs⁠.”

  • Nexus does not enable GPTs to be shared with the public.

Here are a few additional details about how ChatGPT maintains data security: 

“OpenAI encrypts all data at rest (AES-256) and in transit between our customers and us and between us and our service providers (TLS 1.2+), and uses strict access controls to limit who can access data. Our security team has an on-call rotation that has 24/7/365 coverage and is paged in case of any potential security incident. We offer a Bug Bounty Program⁠ for responsible disclosure of vulnerabilities discovered on our platform and products. Please visit our Trust Portal⁠ for more details.”

Have additional questions not covered in this guide? Reach out to your point of contact on the Nexus team—we’re here to help every step of the way to ensure effective use of AI in the content creation process.