Which AI tool writes the best marketing text? (I tested different tools)

As a marketing copywriter, I can tell you that writing is crucial to any successful marketing campaign, from emails to social media posts to blogs.

Even the most experienced writer can struggle to keep up with demand. Therefore, it is important to leverage the best AI copywriting tools available to streamline your process and increase your productivity.

But which tool is best for you and the content you need to create?

I tested several AI copywriting platforms to find out which tools write the best marketing copy. By the end of this blog post, you will have a better idea of ​​which tools you should try to produce quality content faster.

Table of contents

What is AI copywriting?

AI copywriting combines natural language processing with machine learning to create copy for social media, blogs, websites, landing pages, scripts, and more.

Even though the AI ​​creates the copy, it should sound as if a human had written it. Additionally, AI-generated copy can be created quickly, helping marketers meet deadlines and allow more time for other tasks.

How do AI copywriting tools work?

Most AI copywriting tools work by quickly compiling data on the desired topic and creating copy based on the information and parameters specified by the user.

For example, later in this blog post, you’ll see that I’ve entered a prompt into each tool that lists the topic of the copy I want them to create (influencer marketing strategies).

The prompt also included what the content should look like (a blog post about 10 influencer marketing strategies).

Those were my parameters, but many tools allow you to clarify your tone of voice, word count, and more.

How to use AI for copywriting

Most marketing copywriters like me use AI to generate ideas, sketches, or marketing copy (to a certain extent, but I’ll get to that in a moment). Here are some common use cases:

Generate topics

You can ask AI copywriting tools like HubSpot’s AI Content Writer or ChatGPT to generate topics for you by saying:

• “Generate (number of) blog post ideas on (topic).”

Creating an outline

If you have an idea but need an outline before you can start writing, you can submit a prompt saying:

• “Create an outline on (topic). Insert the subheading (enter subheadings).”

And while it’s possible to get the AI ​​to create copy for you, like blog posts, you should be careful when doing so.

AI is helpful, but still far from perfect. Relying solely on AI to generate content for social media or your website runs the risk of your copy appearing boring or robotic.

So if you want to use AI to write a complete text for your website, blog or social media, make sure that you give the text a close look and some human touch so that it sounds personable, relatable, and genuine.

The 10 Best AI Copywriting Tools

Best for blog introductions

My three contenders for the best AI tool for blog writing are HubSpot’s AI content writer, ChatGPTAnd Scale Nut. To compare each device, I entered the following prompt into each system and evaluated the introductions in the results:

“Create a blog post with 10 strategies for influencer marketing.”

Pro tip: Remember that Google has a special framework for evaluating the quality of website content and that the higher the quality, the higher the rank and the more likely your content will be successful.

This framework is EEAT, which stands for Experience, Expertise, Authoritativeness and Trustworthiness. To ensure your blog content complies with EEAT while using AI copywriting tools to streamline your process, you need to add a human touch.

This means that you use the generated copy as the basis for your work, rather than the final draft.

If necessary, tweak the copy to approximate a human tone and enrich it, but add your own perspective and opinions, things that can only come from humans and not AI.

1. HubSpot’s AI Content Writer

Our free AI content writer can create copy for blogs, websites, social media posts, and more. Users simply enter a topic or prompt and let the AI ​​content writer do the rest.

Using the tool is easy. Simply log in to HubSpot CRM and click the “Generate Blog Post” button in the top right corner.

Next, enter the command prompt, select the correct country and the blog where you want your post to be hosted. Then click “Next”.

From there, the AI ​​generates multiple headlines to choose from. Even better, it shows how difficult it is to rank for the headline and keyword.

Below is an excerpt of what the tool generated after I selected the headline I wanted.

Get started with HubSpot’s AI Content Assistant

What I like: Overall, the tool is user-friendly, fast and helpful. My only criticism is that I would use the first sentences more as metadata and revise the first three paragraphs after the subheading to create an introduction.

Bonus: If you want to take advantage of HubSpot’s AI Content Writer, but specifically for your blog, you can use ours AI blog author.

2. ChatGPT

This is not the first time I have used ChatGPT to write blog content. Although it’s not my first choice, it’s an excellent tool for outlining a blog post or starting a draft.

After I submitted the prompt, ChatGPT generated a headline similar to the one I chose in the HubSpot example and developed an introductory paragraph that was closer to what I would have written myself.

I would have liked ChatGPT to generate multiple headline suggestions, but that would require me to enter a different prompt.

Additionally, while the first paragraph was straightforward and to the point, it lacked detail or an exciting hook.

Pro tip: When using ChatGPT, be as specific as possible in your prompt or be prepared to submit multiple prompts until you get the type of content you are looking for.

3. Scale Nut

Scalenut helps users brainstorm, write, edit, and publish SEO-optimized content. Unlike other generators, I have to submit the keywords for the AI ​​article writer before entering the prompt.

Once the keywords, prompt, and tone are set, Scalenut generates multiple headlines to choose from. I decided on the first heading: “Ten Successful Influencer Marketing Strategies.”

Scalenut created the following outline with optimized subheadings.

From there, I clicked “Generate Writing Points” and I was shown the points that Scalenut wanted to include in his draft. I was able to delete the items I wanted to exclude and add new topics.

Finally, I clicked “Generate Content” and Scalenut responded with the following draft blog that included a meta title, description, and permalink.

Scalenut’s approach to AI copywriting is a very collaborative process, which is great for a writer like me. I see AI more as a supporting tool rather than something that can completely take over the task of writing.

There are some tweaks I would make to the final draft. For example, “influencer marketing” should be lowercase because it is not a proper noun. However, Scalenut has provided a solid foundation for AI copy and I believe a tool like this saves authors time.

4. HubSpot’s blog idea generator

HubSpots AI topic generator immediately provides lots of actionable ideas for blog post names, but there’s more to it than that.

Keyword research, AI-generated sketches, and even entire blog posts created in HubSpot CMS and ready to publish. And all based on the title you choose.

All you have to do is write what your blog post is about and then select the different suggestions from the tool step by step. Real blog magic.

So which of the tools above writes the best marketing copy for blog posts?

It’s a tie between HubSpot’s AI Content Writer and Scalenut.

Both tools include features that optimize the search engine optimization of your content. This is key to creating blog posts that rank in the SERPs and generate leads.

Best for social media copywriting

Let’s compare SocialBee and Anyword’s AI tools to find out which are best for social media copy development.

Pro tip: Take Advantage the following capabilities of copy creation tools for specific social media platforms. With these tools, you often no longer have to puzzle over figuring out which format is suitable for which channel.

Just make sure you understand your audience on each platform so you can tailor the copy generated to their preferences.

1. SocialBee

SocialBee is both a social media scheduling tool and an AI post generator. So once you’ve created your social media content, you can easily schedule its creation on your platform.

In this case, SocialBee is connected to one of my Instagram accounts.

After I decided to use SocialBee’s social media copilot, I answered a few questions about my company name, who I create content for, my role, my audience, my branding, and more.

In this example, I’m the social media manager for a bakery in Philadelphia that serves fresh baked goods to locals who want a cozy, family-friendly atmosphere.

From there, SocialBee suggests the platforms I should use in my campaign, what type of content I should post, and when.

Finally, I click on “Generate Post”. SocialBee offers multiple social media text drafts and the ability to publish them according to the proposed plan.

One post reads:

“Remember when we made those delicious apple turnovers? They were always a crowd favorite! #ThrowbackThursday #PhillyBakeryHistory.”

In the Notes tab, SocialBee points out the types of images I should use to complement the copy.

What I like: Planning, designing and scheduling a social media campaign can take hours, sometimes days, but with SocialBee I did it all in just 10 minutes. I also like that it offers a variety of text for different social media posts.

2. However

Anyword is a free AI copy generator that is pretty easy to use. All I had to do was select the social media platform I wanted to post on and then explain the post in a few words.

For this test, I’ll stick with the Philly Bakery example and ask Anyword to create copy for an Instagram post that entices customers to visit my fictional Philadelphia bakery. Here is the result.

As you can see, Anyword is much less comprehensive than SocialBee and doesn’t offer as many suggestions.

However, it does provide engagement predictions, a tone scale, and a graph that predicts which demographic the caption would most appeal to.

Best for: I can see myself using a tool like Anyword when I’m not sure what to post and need a quick copy as soon as possible.

With this in mind, I will choose SocialBee as the best AI tool for creating social media marketing copy. SocialBee streamlines the entire campaign ideation process, from planning to design to scheduling, in minutes.

Best for email copy

We compare Copy.AI and Hypotenuse.AI to see who generates the best email marketing copy. My prompt is: “Generate a marketing email to customers excited about my company’s fall clothing sale.”

Pro tip: Before you fully commit to automating your email copying with AI, consider taking advantage of it A/B testing to see how your audience responds to AI-generated content compared to human-generated content.

1. Copy.AI

Copy.AI works similarly to ChatGPT, which makes sense considering it is built on top of OpenAI’s GPT-3 large language model.

While ChatGPT is a general service that answers various queries, Copy.AI is designed to streamline the copywriting process.

So what about email? Let’s look at an excerpt of Copy.AI’s response to my call.

What I like: The email subject is catchy and clever while conveying a sense of urgency. The opening sentence captures the essence of fall dressing with phrases like “fresh fall air” and “cozy.”

However, the entire email is about 430 words; It is recommended that marketing emails be between 50 and 125 in length.

2. Hypotenuse AI

Hypotenuse.AI offers different templates for different types of content, including emails. The copywriting tool also allows users to describe the purpose of the email, keywords to optimize, tone, and more.

This is what Hypotenuse.AI came up with.

What I like: I am much happier with the length of the email, which is less than 120 words. I also like the call to action at the end because it is short and to the point and encourages readers to act now.

After all, a little FOMO never hurt anyone.

The email doesn’t contain as many platitudes as Copy.AI’s draft, but overall the draft provides a great foundation to build on and customize to my liking.

3. AI Blaze

With AI Blaze, you can easily rewrite your email copy to make it more professional, adapt it to specific parameters or formats, or even improve the messaging.

Additionally, AI Blaze works on any website via Chrome, so you can use it to spruce up your email copy on any ESP.

Here’s what AI Blaze generated in response to my marketing email prompt:

What I like: The hook is good. It gets straight to the point and grabs attention. The feeling of “only for a limited time” conveys a sense of urgency. Plus, the use of emojis is a nice touch.

Between Copy.AI, Hypotenuse.AI and Blaze, I would choose the latter to create my marketing emails. Hypotenuse.AI offers more email customization options and ways to optimize for SEO and audiences.

4. Divi AI

What I like: Creating a good looking website with optimized content is much easier and easier for everyone, even beginners, when it comes to Divi AI.

Choose the AI ​​tool for you

There are numerous AI tools available to help marketers create compelling, interesting content quickly and efficiently. You just need to know what kind of support you need and be willing to test different tools.

What other AI tools do you think marketers should try? Which of the above tools are you most interested in?

Editor’s Note: This post was originally published in October 2023 and has been updated for completeness.