How Microsoft Copilot Is Helping Marketers Do More - Without Doing It Alone

Marketing teams everywhere are feeling the pressure to do more, more content, more channels, more personalisation - without any extra hours in the week. That’s exactly why we kicked off our 2026 Amplify Marketing Webinar Series with a session focused on one topic I’m deeply passionate about: how Microsoft Copilot can help marketers work smarter, not harder. 

This wasn’t a product demo. Instead, I wanted to share how Copilot has genuinely changed the way I work—and how it can do the same for marketing teams and partners. 

Copilot Isn’t Replacing Marketers—It’s Changing How We Work

One of the best ways Copilot has been described to me is that it has democratised delegation. Traditionally, only people at certain levels had access to assistants. Copilot changes that. Anyone with access suddenly has an assistant in their pocket—ready to help with drafting, summarising, researching, analysing, and iterating. 

For me, this has shifted my work from being output based to iteration based. Copilot removes the friction of starting, refining, and reworking content. The key is that it’s never about the final draft—it’s about getting to a strong first draft faster, then adding the human touch that makes content authentic. 

Understanding Your Copilot Options

There are two core Copilot experiences marketers should understand. 

Copilot Chat is available at no additional cost with an eligible Microsoft 365 licence. It’s a secure, enterprisegrade AI chat grounded in the web, and it doesn’t train large language models (LLMs) with your data. This makes it a safe, lowrisk entry point for anyone getting started with generative AI. 

Microsoft 365 Copilot, the paid experience, takes things further by embedding Copilot directly into the apps where work happens—Outlook, Word, PowerPoint, Excel, Teams, and more. It can reason across emails, meetings, chats, files, calendars, and SharePoint content that you already have access to. That’s where the real productivity gains start to show. 

Why This Matters for Marketing Teams

Marketing is inherently cross functional. We’re constantly working with sales, product teams, and subject matter experts. Copilot helps close knowledge gaps and reduce collaboration overhead by letting us get to a first draft without needing multiple meetings. 

From a practical standpoint, Copilot supports marketers across several key areas: 

• Content creation: Landing pages, blogs, EDMs, social posts, and variations all start faster. 

• Insights and strategy: Research that once took days—or agency spend—can now be done in minutes. 

• Performance analysis: Data in Excel becomes far less intimidating when you can ask Copilot to analyse trends or build formulas. 

• Collaboration: Meeting recaps, email summaries, and document digests save hours each week.

Personally, I estimate I gain at least a day a week back through improved collaboration and faster content development.

Content Creation: The Best Place to Start 

If you’re wondering where to begin, my advice is simple—start with content. 

Instead of staring at a blank Word document, I use Copilot to turn a rough brain dump into a structured draft. Once I’m happy with the core content, I ask Copilot to repurpose it into other formats—an EDM, LinkedIn posts, or a blog. Each version still gets reviewed and refined by a human, but the time saved getting started is enormous. 

The same applies to webinars and events. I’ve used Copilot to turn PowerPoint decks into registration page copy, invitations, and follow-up content in minutes rather than days. 

Research and Analysis Without the Heavy Lifting 

One of the most powerful capabilities in Microsoft 365 Copilot is access to built-int agents like Researcher and Analyst. Research that once required hours of reading—or external agencies—can now be done quickly and grounded in credible sources. 

In one example, I used Researcher to analyse publicly available content from a Microsoft executive to understand key messaging themes, then used that insight to draft aligned quotes for a press release. What would normally be a labour-intensive task became fast and structured—while still requiring human judgment and review. 

Prompting Is Like Writing a Great Brief

Copilot is only as good as the brief you give it. I think about prompts the same way I used to think about agency briefs—better input leads to better output. 

The most effective prompts include: 

• Context: Why you need the content and who it’s for 

• Goal: Exactly what you want produced 

• Source: Where Copilot should look for information 

• Expectations: Format, tone, and length 

And remember—you can always reprompt. Iteration is where Copilot really shines. 

My Advice: Just Get Started

If you’re already using tools like ChatGPT, I strongly encourage you to switch to Copilot Chat as your starting point. It’s secure, enterprise ready, and designed to keep you within governance boundaries. From there, you can build a strong case for Microsoft 365 Copilot once you start seeing the productivity gains. 

Copilot hasn’t replaced how I work—it’s changed how efficiently I work. And for marketers trying to keep pace in an increasingly complex landscape, that shift makes all the difference. 

Get more tips to supercharge your Marketing programs. 

Register for our Amplify webinar: Australian partners and New Zealand partners.  

See you there!