By Connie Smart and Alli Berry
Synthetic voice and sound recording created by Everlit.
This article was co-written by Alli Berry.
Like it or not, generative AI tools generated (pun intended) a nauseating amount of attention this year, but not without merit.
These powerful tools can make your content marketing team more efficient without replacing humans. Here are seven ways to make generative AI work for your marketing.
1. Train AI to learn your brand and author voices
Before you use a generative AI tool for something related to writing content, teach it the brand voice detailed in your style guide. You can do it quickly.
For example, if you use ChatGPT, simply feed it a couple of articles from an author or your website and ask it to learn the voice. It’s a two-part prompt:
Prompt one: “Can you learn the voice of [name] using these articles [insert article URLs]?
Can you learn Alli Berry’s voice using this article [pasted text of article]?
Based on the provided content, Alli Berry seems to have a straightforward and informative writing style. She emphasizes the importance of content audits and highlights common mistakes, providing practical insights and actionable advice. Her tone is professional and focused on helping readers understand the key elements of a successful content strategy.
Prompt two: “Can you use [name’s] voice to create [detail marketing asset]?”
Great! Now, can you use Alli Berry’s voice to create a marketing landing page about content audits?
Absolutely, let’s give it a shot:
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With those two prompts, the generative AI tool is already working for you. While the content will need some human finessing to make it sound less fluffy, the draft sounds like your brand.
2. Turn features into benefits for marketing
If you write marketing copy for products or services, you know the difficulty in developing compelling benefits that connect with your audience’s wants and needs. Generative AI can’t write those benefits from scratch, but it can translate features into emotional benefits with relative ease.
Prompt: Detail your product’s features.
Here are two features for a product:
- Real-time trade alerts so you can make the same stock trades in your own portfolio
- Members-only monthly calls with analysis of every stock in the portfolio
Can you turn these features into standard and emotional benefits?
“Stay updated on market moves without constant monitoring.”
“Minimize missed opportunities by acting on real-time information.”
“Peace of mind knowing you’re not missing out on key market events.”
“A sense of being ‘in the loop’ and part of an exclusive group.”
Are these perfect? No. But the concepts are developed. It’s easier to finesse language than it is to come up with them from scratch.
3. Pick up the pace on article planning
Speed and convenience never trump accuracy. Always, always, always verify the validity of the generative AI content. You certainly don’t want the content, company, or you to become an AI cautionary tale.
That said, AI can be a helpful research assistant for topics in which you’re not well versed or when you need to track down the latest and greatest information. Some AI tools, like Copy.ai, will even list the sources to make fact-checking more efficient.
Prompt: I’m going to give you a question. I need you to summarize the most current information from reputable sources to help answer it. The question is: What should [describe audience] consider when [action you want them to take] today?
What should content marketers consider when choosing an AI tool today?
Content marketers should consider several factors when choosing an AI tool today. First, they should identify their needs and goals and choose a tool that aligns with them. Second, they should consider the tool’s ease of use and integration with their existing marketing technology stack. Third, they should ensure the tool is backed by reputable vendors who prioritize transparency and ethical AI practices .
Additionally, content marketers should choose AI tools that are designed to enhance their content creation processes, personalize content for improved customer engagement, and automate routine tasks like social media scheduling and email marketing campaigns .
Finally, content marketers should look for AI tools with robust analytics capabilities to track and measure the impact of their content marketing efforts, understand customer behavior, and identify opportunities for optimization .
Now, you can confirm the accuracy and relevance of the AI output to your audience. A human subject matter expert would be a solid go-to for this.
After you make the necessary refinements, ask your AI tool to create an outline for your article using this validated research.
Prompt: Using this research, create an outline for an article.
I’m going to give you some summarized research. Can you use it to create an outline for a blog article about “5 things a content marketer should consider when choosing an AI tool”?
- Briefly explain the rise of AI in content marketing
- State the main purpose of the blog post: to identify five factors content marketers should consider when choosing an AI tool
II. Identify Your Needs and Goals
- Explain the importance of defining your content marketing objectives
- Provide examples of common goals for content marketing (e.g., lead generation, brand awareness, thought leadership)
- Offer suggestions for how to align AI tools with your specific needs and goals
III. Consider Ease of Use and Integration
- Emphasize the importance of choosing an AI tool that is easy to use
- Describe the benefits of seamless integration with your existing marketing technology stack
- Provide examples of tools that have strong integration capabilities
IV. Choose a Reputable Vendor
- Explain the potential risks associated with unethical AI practices
- Offer criteria for evaluating the reputability of AI vendors (e.g., transparent practices, compliance certifications)
- Provide examples of leading AI vendors in content marketing
V. Prioritize Content Creation and Customization
- Describe how AI tools can enhance content creation processes (e.g., assisting with research, generating topic ideas)
- Emphasize the importance of personalized content for improving customer engagement
- Give examples of how AI can be used for content customization
VI. Use Robust Analytics
- Stress the importance of data-driven strategies in content marketing
- Describe how AI can collect and analyze large amounts of data to inform decision-making
- Offer examples of metrics that can be tracked with AI tools (e.g., engagement rates, conversion rates)
- Summarize the five main factors content marketers should consider when choosing an AI tool
- Provide closing thoughts on the importance of using AI tools in content marketing
- Encourage readers to consider implementing AI in their content marketing strategies
The next steps might include modifying the outline to better meet your content objectives, identifying additional points to research, or formulating interview questions to ask a subject matter expert so you can include some human quotes in the finished article.
4. Spice up your sentences
Avoid sending readers into a snoozefest by asking your AI tool to assist with wordsmithing favorites like synonyms, analogies, and metaphors. And that’s not all – get more punch from your prompt by requesting suggestions that are specific to your industry or topic.
Prompt: Can you give me a synonym for [word] that is related to [industry or topic]?
Can you give me a synonym for growth that is related to business finance?
A synonym for growth in business finance could be “expansion”. In the context of business finance, expansion refers to the increase in a company’s operations, profitability, and market reach. It entails expanding product offerings, entering new markets, and increasing revenues and profits. The term “expansion” is often used to describe the financial growth of a business.
Power Thesaurus – Synonyms for Business Growth
Prompt: I’d like you to give me an analogy that compares two things. Those two things are (thing 1) and (thing 2). I’d like this analogy to relate to (theme, topic, industry, etc.). Do you understand?
I’d like you to give me an analogy that compares two things. Those two things are life and a garden. I’d like this analogy to relate to the importance of family. Do you understand?
Life is like a garden, and family is the nurturing soil that allows us to grow and flourish. Just as plants need fertile soil to thrive, we need the love, support, and connection that family provides to truly thrive in life.
In a garden, different plants have different needs and flourish in different environments. Similarly, each member of a family has unique strengths, passions, and challenges. It is within the family, like the diverse garden, that we find the acceptance, understanding, and encouragement to embrace our individuality and blossom into our true selves.
A well-tended garden requires care, attention, and maintenance. Similarly, strong family bonds require investment, effort, and active participation. Just as you water your plants and remove weeds to ensure their growth, in a family, we nurture relationships through communication, quality time, and shared experiences. This constant cultivation of family relationships fosters a strong support system, providing us with emotional nourishment and a sense of belonging …
Prompt: I’d like you to give me a metaphor. That metaphor is for [object or action]. I’d like this metaphor to relate to [industry or topic]. Do you understand?
I’d like you to give me a metaphor. That metaphor is for solo traveling. I’d like this metaphor to relate to empowering women. Do you understand?
Solo traveling is like a compass in the hands of a woman, guiding her on a transformative journey of self-discovery, empowerment, and liberation. Just as a compass provides direction and guidance, solo travel empowers women to navigate their own paths, explore unknown territories, and conquer the barriers that limit their freedom.
Like a compass, solo travel equips women with the tools necessary to chart their own course. It enables them to break away from societal expectations and step into a world of independence and self-reliance. By venturing out on their own, women can challenge stereotypes, overcome fears, and discover the immense strength and resilience that lies within …
5. Ignite ideas for images
If you’ve drained the creative well for unique visuals for repetitive topics, let AI help get those juices flowing.
Prompt: Can you give me a suggestion for a compelling photo or other visual that represents [topic, theme, key message]?
Can you give me a suggestion for a compelling photo or other visual that represents budgeting wisely to buy your first home?
A compelling photo or visual that represents budgeting wisely to buy your first home could be a split-image collage. Here’s a suggestion for the visual layout:
Left image: Show an image of a person or a couple diligently saving money. For example, they could be holding a piggy bank, jar, or envelope labeled “Savings” and placing money inside. This image represents the discipline and commitment required to save for a down payment.
Right image: Display an image of a house or a key symbolizing homeownership and achievement. It could be a close-up shot of a hand holding a house key or a front view of a beautiful home. This image represents the ultimate goal of budgeting wisely – owning a home.
In the center of the split-image collage, include a bold and inspiring text overlay that says something like: “Budgeting Wisely: The Key to Your First Home.”
This visual representation captures the journey of saving and budgeting while highlighting the ultimate goal of homeownership. It showcases the effort and dedication required to achieve the dream of purchasing a home through wise financial management.
When you’re satisfied with the visual concept, put it in a creative brief for your graphic designer or use it for a more successful stock image search.
6. Repurpose remarkable content rapidly
You’ve produced a prized piece of content (with or without AI help). That content deserves a long, vibrant life or at least a big, glorious one. Use AI to breathe it into fresh formats. Transform an article into infographic copy, a podcast transcript into an article, or web copy into a short video script. Make your reborn content sing by molding and refining the AI results with your unique and creative human touch.
Prompt: I’m going to give you the text from an article. Can you summarize the main ideas into five key points? These points will be used to create an infographic about [topic] that is intended to encourage [audience] to [action].
I’m going to give you the text from an article. Can you summarize the main ideas into five key points? These points will be used to create an infographic about dog safety in summer that is intended to encourage dog owners to prevent, look for, and act on the warning signs of heat exhaustion.
Here are five key points that can be used to create an infographic about dog safety in summer, focusing on the prevention, recognition, and response to heat exhaustion:
- Recognize the signs of heat exhaustion in dogs: Educate dog owners about the warning signs that indicate their dogs may be experiencing heat exhaustion, such as excessive panting, drooling, weakness, and vomiting.
- Prevent overheating: Provide tips for dog owners to prevent heat exhaustion by ensuring their dogs have access to shade, cool water, and adequate ventilation. Encourage them to schedule outdoor activities during cooler times of the day.
- Avoid hot pavement burns: Highlight the importance of protecting dogs’ paws from hot surfaces by walking them on grass or using booties to prevent burns and discomfort.
- Never leave dogs in parked cars: Emphasize the dangers of leaving dogs unattended in hot vehicles, as temperatures can quickly rise to life-threatening levels. Encourage dog owners to take their pets with them or leave them at home in a safe and cool environment.
- Take immediate action if heat exhaustion is suspected: Encourage dog owners to take immediate action if they suspect their dog is suffering from heat exhaustion by moving them to a cooler area, providing water to drink and wetting their body with cool water, and seeking veterinary attention if symptoms persist.
These key points can serve as the foundation for an infographic that raises awareness and encourages dog owners to prioritize the prevention, recognition, and prompt response to heat exhaustion in their pets during the summer season.
It’s a decent start, right? Here are some other repurposing prompts:
Prompt: I’m going to give you the transcript from a podcast. Can you rewrite it as a 500-word web article that focuses on [theme]? This web article is intended to inspire [audience] to [action].
I’m going to give you the transcript from a podcast. Can you rewrite it as a 500-word web article that focuses on the interviewee’s resilience? This web article is intended to inspire young actors to keep following their dreams.
Prompt: I’m going to give you the text from a web page about [product, service, topic]. Can you use it to write a script for a 30-second video? The video is intended to motivate [audience] to [action].
I’m going to give you the text from a web page about home lawn care services. Can you use it to write a script for a 30-second video? The video is intended to motivate busy homeowners to save time and enjoy a great lawn by hiring our company to do the work for them.
7. Tune your title tags and meta descriptions
The content writer creates an amazing article, but no one reads it. Did it really exist? Here’s where an AI SEO assist can be your friend.
You can ask the AI tool to take your page content and create a title tag or meta description that follows best SEO practices.
But here’s something more interesting: Have your AI tool analyze the title tags and meta descriptions of high-ranking pages about your topic, including those written by your competitors. Ask it to write your title tag or meta description based on what it learned.
TIP: Some AI tools (like Copy.ai Workflows API) allow you to save and apply a title tag formula in bulk so you can create title tags for multiple web pages in one shot.
Prompt one: I’m going to give you some title tags. I’d like you to tell me what commonalities they have that make them rank well in search for ? Here are the sites: [URLs].
Let’s analyze the title tags of the provided websites to identify the commonalities that make them rank well in search for the keyword “running magazine”:
Title Tag: Running Magazine
Commonality: The website’s title tag directly includes the keyword “running magazine”, which is likely to improve its relevance in search engine results.
Title Tag: Runner’s World – Racing News, Training Advice, Nutrition Tips
Commonality: Although the exact keyword “running magazine” is not present in the title tag, the title tag includes related terms such as “Runner’s World”, “Racing News”, and “Training Advice”. These terms indicate that the website offers content related to running, which helps it rank well for the keyword “running magazine”.
Title Tag: Women’s Running – Training Advice, Race Calendar, Motivation
Commonality: Similar to the previous website, the exact keyword “running magazine” is not present in the title tag. However, the title tag includes relevant terms such as “Women’s Running”, “Training Advice”, “Race Calendar”, and “Motivation”, which indicate that the website provides content related to running for women. By including these related terms, the website is likely to rank well for the keyword “running magazine”.
In summary, the commonalities among these websites’ title tags that help them rank well for the keyword “running magazine” are the inclusion of related terms, such as the website’s name, “training advice”, “race calendar”, and other terms that indicate their content focuses on running.
With prompts like these, you can reverse-engineer what’s working for your content competitors to create your own title tag – or have an AI tool do it with this next prompt.
Prompt two: Please write a title tag for [page] that uses best SEO practices and is no longer than 60 characters (please give me the character count)? When writing the title tag, please incorporate the commonalities you just learned. Here is the text from my web page: [page text].
Great! Now, can you please write a title tag for [page] my women’s running page that leverages best SEO practices and is no longer than 60 characters (please give me the character count)? When writing the title tag, please incorporate the commonalities you just learned. Here is the text from my web page.
Based on the provided text, here is an example of a title tag that leverages best SEO practices and is no longer than 60 characters:
Title Tag: Women’s Running Tips | Training Programs | Gear & Apparel
Character Count: 58 characters
This title tag includes important keywords related to the content, such as “women’s running tips”, “training programs”, and “gear & apparel”. By incorporating these keywords, the title tag improves relevance in search engine results and gives a concise overview of the webpage’s content.
You can do the same process to create meta descriptions.
Get more efficient with an AI assist
While AI is a highly trending and evolving topic in content marketing, efficiency is always in style. Give these tips a try. You just may find using AI tools to productively produce content (and get more eyes on it) frees up time for you and your team to play harder in the content spaces you love most.
The tools mentioned in this article were identified by the authors. If you have a tool to suggest, share it on social with the hashtag #CMWorld.
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Cover image by Joseph Kalinowski/Content Marketing Institute