Content & AI: How to use Claude for Editing & Consistency – Thurs 23rd July 2-3pm

Content and AI webinar: how to use Claude for editing and consistency, with James Allen and Zak Averre

Watch James Allen and Zak Averre walk through the Claude setup Anicca uses to keep content consistent across a whole team, and how it gets adapted for individual clients. This is the system running behind our own blogs, newsletters, client reports and social posts, rather than a theoretical framework.

  • Date: 23rd July 2026
  • Time: 2pm – 3pm UK time
  • Speakers: James Allen & Zak Averre

About the Webinar

AI-written content has a habit of sounding the same wherever it comes from. James and Zak look at why that happens, and at the specific fixes that put a brand voice back into the writing: Claude Projects set up so that tone and rules apply every time and for everyone, and a style guide detailed enough for AI to actually follow, down to the words and phrases you never want to see.

The emphasis throughout is on using Claude as an editor rather than as a first-draft writer. The session covers editing passes that catch repetition, jargon and inconsistency in one go, how to hold a standard across formats from long-form blogs to social posts and email, and the quality control that stops factual errors reaching an audience. There are before-and-after examples from Anicca’s own content along the way.

What You’ll Learn

  • Why AI content reads as generic, and the specific things that fix it
  • Setting up Claude Projects so your brand voice, tone and rules are applied every time, by everyone
  • Building a style guide that AI can actually follow, including the words and phrases you never want to see
  • Using Claude as an editor on your own writing, rather than as a first-draft writer
  • Editing workflows that catch tone, repetition, jargon and inconsistency in one pass
  • Keeping consistency across formats, from long-form blogs to social posts and email
  • Quality control: fact-checking, source accuracy and the checks that stop errors reaching your audience
  • How to get the same standard of output from a team, not only from your best writer

About James & Zak

James Allen has worked in technical SEO since 2009 and leads Anicca’s technical SEO and AI work. He is a regular author for Search Engine Land and writes Anicca’s weekly search marketing news round-up, which is produced with the same Claude workflows covered in this session. His day-to-day work runs from technical auditing and Core Web Vitals to GA4 and scripting for SEO automation with Python and AI APIs.

Zak Averre is Senior Content Account Manager at Anicca and has worked in marketing for over 10 years, learning his trade at Saatchi and Saatchi in Cape Town before moving to the UK to build a career in content management and generation. He originally studied English Literature and Anthropology, which gave him the grounding to understand audiences, their needs, and how to communicate brand messaging effectively. He is always looking for ways to learn more about our relationship with communication and to find interesting ways to engage readers.