How Attentive Uses Writer to Get Content to Market Faster

Attentive builds marketing software for over 8,000 brands, helping businesses reach customers through personalized SMS and email at scale. Marketing to marketers means the company’s own content must meet an unusually high standard—inconsistency or poor execution reflects directly on the product’s credibility. As the team grew and more departments began producing content, Senior Director of Brand and Content Marketing Kasey Hickey identified a structural problem: maintaining brand consistency across a distributed, growing content function was becoming unmanageable without a systematic approach.

The challenge was not a shortage of ideas but a shortage of throughput and consistency. Content creators were getting stuck in iterative cycles—tweaking phrasing, debating tone, struggling to translate raw notes from events and meetings into polished assets quickly enough to stay competitive. Style guides existed but required active enforcement. For a company operating in a fast-moving category where speed to market matters, months to produce a piece of content was not viable.

Hickey led the evaluation and adoption of Writer, selecting it over a competing generative AI solution based on data privacy standards, user experience, and Writer’s standing within the content community. The rollout was deliberately structured: Principal Copywriter Hilary Henning became the team’s Writer expert, establishing a dedicated Slack channel, creating training materials, running office hours, and building Looms and decks that showed teammates exactly how to apply Writer to their specific use cases.

In practice, the marketing team uses Writer across the full content lifecycle. The rewrite feature allows teammates to shorten, polish, rephrase, or adjust tone without starting from scratch. The voice feature enforces a consistent global brand standard. The recaps feature converts transcripts and raw event notes into structured, publishable outputs in minutes. The combination compresses a multi-week production cycle into a much tighter loop. In one documented instance, Hickey’s team produced three pieces of content in a single week that would previously have taken months.

The longer-term shift has been cultural as much as operational. By distributing Writer across the marketing function and treating the tool as a creative accelerator rather than a replacement, Attentive’s content team moved from enforcement mode—chasing brand compliance—to enablement mode. The content team now sets the brand standard and equips the broader organization to execute against it independently, freeing senior writers for higher-leverage work.