The media is talking about AI becoming widespread and available like it is the beginning of the end of the world, as if ChatGPT is secretly Skynet. But the truth is AI is just a new tool for us to use. In-fact AI can actually dramatically make a difference in your businesses marketing efforts. In today's competitive digital landscape, AI content tools like ChatGPT or Jasper can play a crucial role in effective digital marketing.
To really unlock a new level of efficiency, scale your marketing efforts, and save you time, it's essential to learn how to harness the power of AI content marketing for your business.
Understanding AI Content Marketing
Before we really go in depth here, let's get a basic understanding of some of these tools.
These AI tools are software applications powered by artificial intelligence that help users create content (e.g., website pages or blog pages, social posts, ads, email newsletters) much more efficiently. Using AI to produce this content is referred to as generative AI. It’s primary purpose when used in a marketing context is to improve efficiency to make you more productive, enhance data analysis, and drive meaningful engagement with target audiences.
Benefits of Using AI for Your Content
These AI content tools enable small to medium businesses to produce high-quality content that captivates audiences, drives organic Google traffic, and ultimately grows leads, sales, and profits.
Two Generative AI Tools You Can Use Now
ChatGPT (free): Transforming Content Creation
One of the most powerful AI tools for content creation is ChatGPT. Powered by OpenAI's GPT-3.5 model (4.0 is now out but often it defaults to 3.5). ChatGPT has the ability to understand and generate human-like text. Businesses looking to enhance their marketing content can harness its capabilities to streamline their content creation process.
For example, marketers can collaborate with an AI-powered assistant to brainstorm ideas, overcome writer's block, and refine content. By simply providing prompts or questions, ChatGPT generates responses that can serve as a starting point or inspiration for engaging and relevant content.
How ChatGPT Assists in Generating Engaging and Relevant Content
Idea Generation: By feeding it relevant keywords or topics, the tool can suggest different angles, perspectives, or subtopics to explore.
Content Expansion: Sometimes, marketers need assistance in expanding on their existing content or filling in gaps. ChatGPT can provide detailed explanations, examples, supporting stories, or supporting arguments, helping marketers enrich their content and provide more value to their audience.
Writing Assistance: ChatGPT can offer suggestions to improve the flow, structure, and clarity of the content. It can provide alternative word choices, sentence restructuring, or even help with introductions and conclusions, enabling marketers to craft polished and compelling pieces.
Examples of Successful Content Created Using ChatGPT
Jasper: Enhancing Content Quality (paid tool)
Jasper is another effective generative AI tool that can help you scale your content production. It’s more robust and offers marketers more features. But Jasper is paid too, and for good reason.
While Jasper has AI chat similar to ChatGPT, it offers pre-made AI prompts to help. Here’s an example of some of the other features it has that ChatGPT doesn’t (remember, ChatGPT is on only chat).
Another feature of Jasper is that it can be taught your company's brand voice, making all the content you make with it stick to your company's voice and style. This can shave time off of your editing, after all these tools are great but the human element is still always necessary.
Prompt Engineering -
It’s a Thing
AI prompt engineering is the process of crafting precise and well-structured instructions or queries given to AI models to generate specific outputs. Just like asking the right questions to get the right answers, prompt engineering ensures that AI tools understand the intended purpose and context of the task. By providing clear guidance and context, businesses can customize AI outputs to align with their marketing objectives and brand identity.
While AI marketing tools offer numerous benefits, one of their greatest strengths lies in their high customizability, especially when it comes to prompt engineering. Think of it as being a college professor – you ask the right questions to get the right answers.
Prompt engineering empowers marketers to tailor AI models to their specific needs and objectives. But most importantly, squeeze out of AI exactly what the user needs.
By crafting precise and well-structured prompts, businesses can guide AI tools to generate content that aligns perfectly with their brand identity and marketing strategy. This customization ensures that AI-generated outputs are not only accurate but also highly relevant to the intended audience.
Here is an example:
Let's say you are a Massage and Spa company, and you need to make new Facebook posts on a new special. If you put in something like "make me 3 social media posts, I’ma massage and spa company" you're going to get content like this:
Not too bad but it is pretty basic huh?
If you put in a basic prompt, you are going to get basic content. But the more effort you put into the content the better it will be. Thankfully learning how to create better prompts is not too hard, just try to follow these steps:
So, using the example from before and using these steps lets improve on the basic prompt:
See how much better and professional that prompt is?
Here’s three examples that demonstrate how better AI prompts generates more effective outputs:
Notice the difference in Chat’s output using that more detailed prompt? You can get extraordinarily better content out of these programs with a very small amount of effort!
Bottom line, being able to give the programs adequate prompts is pivotal for high-quality AI content that sounds natural and spot-on for your audience. You still need a good marketing mind though to start the process. All of this content creation is no good if you don't have quality research and intent behind it.
AI Content Workflow for Blog Posts
So, you're ready to dive into the world of AI-generated marketing content. Let's walk through the content workflow that'll help you seamlessly integrate AI tools into your content creation strategy. For the first workflow example let's assume you're using AI to help you write Blog content for an Italian Restaurant.
It's all about working smart and efficiently.
Here's how it goes:
Step 1: Planning and Strategy
First things first, let's set clear objectives and define who we're targeting. Know your audience inside out and identify the topics and messaging that'll resonate with them. Once that's done, it's time to pick the perfect AI tools that'll support your content creation process like a true partner.
Step 2: Use AI to Help You Brainstorm Headlines
Let's fire up that AI tool and get those brainstorming gears turning! AI is great when it comes to generating headlines that capture a reader’s attention and sell more of what you have to offer. Just feed it some keywords or topic ideas, and bam! You'll have a list of headline gems ready to grab your readers' attention. It's like having a brainstorming buddy that never runs out of awesome ideas. Once you’ve picked one, you’re comfortable with, move to the next step.
Step 3: Use Those Headlines for an Outline
Now that we've got those headlines, let's use them as the backbone of our content. Let the AI take those amazing headlines and create a rock-solid outline. It's like having a content architect that knows exactly how to structure your masterpiece. With the AI's guidance, we'll have a roadmap to guide us through the content creation process.
Step 4: Have the AI Write Content Based Off the Outline
It's the moment we've all been waiting for.
We'll hand over that outline to our AI and let it start weaving its magic into content. We have noticed the absolute best way to do this with Chat AI is to give the program each section of the outline one at a time. Start with the introduction, then to the second point, ect, ect.
Step 5: Human Review and Editing
Once you have the entire Blog, its time to review and edit it. Remember, AI is amazing, but it's always a good idea to edit the work it produces. Put your personal touch on it, add any missing context, and ensure it reflects your brand voice. This step ensures that your content is top-notch and resonates with your audience.
Step 6: Optimization
You're almost there! Give your content one last polish.
Fine-tune it, optimize it for SEO, and add photos. Check for any final tweaks, adjust where needed, and make sure it's primed and ready for the world to see.
With this content workflow, you'll be generating marketing content like a pro.
But what if you're not just doing Blog posts?
AI Content Workflow for Email Campaign
There are paid AI services out there that will actually fully automate email campaigns for you but for this example let's stick with the restaurant and again just go over the workflow for having ChatGPT help with content. You will want to use a lot of the same concepts for the blog workflow, don’t just try to do it all in one prompt break it up:
Step 1: Personalized Subject Lines
Start by feeding ChatGPT some key information about your audience and campaign goals. Let the AI work its magic to generate a variety of attention-grabbing subject line ideas. Choose the one that aligns best with your campaign objectives and resonates with your target audience.
Step 2: Compelling Email Introductions
Crafting captivating email introductions is essential to hook your readers from the start. Share the essence of your message with ChatGPT, and it will help you compose compelling and personalized introductions that captivate your audience's interest, encouraging them to read further.
Step 3: Engaging Body Content
With your email introduction set, leverage ChatGPT to expand on your ideas and provide valuable information to your readers. Whether it's product updates, promotional offers, or informative content, the AI can assist in generating engaging email content that keeps your audience hooked.
Step 4: Call-to-Action (CTA) Optimization
A strong CTA can significantly impact your email's conversion rates. Provide ChatGPT with the necessary details, and it will help you experiment with different CTAs. Fine-tune the wording, tone, and placement to create a compelling CTA that encourages your readers to take action.
Step 5 and 6 is the same as the blog workflow. Always remember, AI is your ally, but your creativity and human touch are what make your content truly exceptional.
A True Improvement in Efficiency and Time Management
By leveraging AI tools like ChatGPT and Jasper, small businesses can revolutionize their content creation by shaving tons of time while still enhancing the content’s quality. You still need the human element, and it is not yet advanced enough to do quality research. It is just a fact that it will never know all the ins and outs of the industry like a good agency like us do. With that being said, it is becoming more and more clear that these tools are becoming essential for saving businesses time and money.