Generative AI
for Content Marketers
12 Ways to better content through
Prompting, training and editing
Presentation Title
Subtitle
Month, #, Year
Start with gratitude…
Paul Roetzer
Chris Penn
Chris Carr
Carmen Simon
Ethan Mollick
1975 1990 2007 2023
The Personal Computer
The Browser
The Smartphone
Artificial Intelligence
AI for Content Marketers
“I have always thought of AI as the most profound technology.
More profound than fire or electricity
or anything we have done in the past.”
Sundar Pichai
CEO, Google
Dangerous
"Mitigating the risk of extinction from AI should be a global priority alongside other societal-scale risks such as pandemics and nuclear war."
350+ AI researchers and executives
All over the world
“One big difference between nukes and AI: nukes can not produce more powerful nukes.
AI can produce more powerful AI.”
Yuval Harari
Author, Historian, Philosopher
Inaccurate
“senator”
Biased
“doctor”
Biased
“nurse”
Biased
“company president”
Biased
“kindergarten teacher”
Biased
“police officer”
Biased
Undetectable
“Obvious AI writing is obvious only because it is low-effort.�
Prompting multiple times removes detectability. All detectors have high false positive rates & none work well with GPT-4.”
Ethan Mollick
University of Pennsylvania
Labor Market Impact
“Two million Americans work in call centers right now making $17/hour.
How long do you think that will last?
That job is probably automatable today.”
Andrew Yang
Co-chair, Forward Party
“AI won’t replace marketers.
Marketers who use AI will replace
Marketers who don’t use AI.”
Paul Roetzer
Founder, Marketing AI Institute
“We overestimate the impact of technology in the short-term �and underestimate the effect in the long run.”
Roy Amara
Stanford Computer Scientist
If it scares you,�It’s for you.
The Big Picture | | Practical Application |
Labor market impact | | Productivity, Quality |
Societal implications | | Professional development |
Ethics, accuracy, bias | | Personal growth |
The impending global apocalypse | | Efficiency |
Fixed Mindset | | Growth Mindset |
Avoids unfamiliar things | | Always steps out of the comfort zone |
Can’t accept failures or mistakes | | Learns and grows from failures |
Threatened by others’ success | | Inspired by others’ success |
Believes that talent is static | | Believes that talent is �ever-improving |
Our Goal…�+20% efficiency
Audience research
Brainstorm ideas
Write outlines
Write first drafts
Create social media posts
Create visuals
Write email marketing copy
SEO edits
Write descriptions
Convert between formats
Editing existing copy
Write / edit service pages
How can AI help you?
1. Train it to be like your audience��2. Train it to be like you
How can AI help you?
Audience research
Brainstorm ideas
Write outlines
Write first drafts
Create social media posts
Create visuals
Write email marketing copy
SEO edits
Write descriptions
Convert between formats
Editing existing copy
Write / edit service pages
Train it to be
like your audience
Train it to be
like your audience
Audience research
Brainstorm ideas
Write outlines
Write first drafts
Create social media posts
Create visuals
Write email marketing copy
SEO edits
Write descriptions
Convert between formats
Editing existing copy
Write / edit service pages
Train it to be
like you
How can AI help you?
Audience
Your Brand
The Purpose of Marketing
AI for Content Marketers
Understand Your
Audience
Quickly Create
Better Content
The Purpose of AI for Marketers
AI for Content Marketers
Create an AI-Powered Persona
Train it to be like your audience
Job title
Company size
Business category
Geography
Company purpose
Business challenge
I want their goals and pain points…
…and their decision criteria for buying my services
Looks like a good start.
Now edit it.
“Do we really know this is accurate? What’s the likelihood that this is correct? Do these apply to your market? Your competitors’ market?
You didn’t validate this. Check these with your customers before using this. I don’t trust this.”
Ardath Albee
Marketing Interactions
Improve it. Name it. Save it.
Keep training it.
Use it all the time.
Ask it anything and everything, day or night.
Content Ideas
Personas and audience research
Lazy prompt
Typical ideas
AI = Average Information
Ask your persona
what it cares about
This is one of the top concerns of our audience…
Now ask it for possible topics related to that concern…
This would likely be a successful article!
Write the Outline
Comprehensive creative briefs
Within the persona chat, ask for an outline on that topic. Tell it the goal of the article.
…a few things
I hadn’t thought of!
Now edit this.
Write the First Draft
Give yourself a quick headstart
Train the AI to write like you
It’s a multi-prompt process…
Prompt
Article samples
Big prompt?
Make it in a separate doc
Now it knows my style…
Prompt
Outline from the persona chat
Not too bad.
Now edit it.
Wait… it wasn’t perfect?
Our goal is a 20% productivity gain.
Things you’ll (probably)
always need to add
ChatGPT doesn’t know �how to throw a punch
Name it. Save it.
Keep training it.
Use it again and again
Headlines
Creating options for key elements
Basic headline
Prompt
Headline samples
Well, now it knows!
Prompt
Draft article
A little better…
Push it harder!
Be specific.
Some of these might work.
Now edit them.
Name it. Save it.
Keep training it.
Use it again and again
There is no such thing as a headline
When a headline’s a… | …it can lead to… | …if you… |
Article header (h1) | lower bounce rates | Go long with specific benefits |
Title tag | higher rankings | Put the target keyphrase up front. Use less than 60 characters. |
Email subject line | higher open rates | Use the most compelling, specific words in the first five words. |
Social media post | higher click through rates and shares | Trigger curiosity and emotion, use special characters, hashtags, emojis. |
Video title | more plays / views | Use the target phrase plus an unexpected word. Put the headline in the thumbnail image. |
Social Posts
Quick drafts in your voice 😄
Really, we should
train it first
AI for Content Marketers
Meet AIPRM
A community of prompt helpers
AI for Content Marketers
AI for influencer identification
To have it find influencers, you’ll need to turn on web browsing
Prompt
Draft article
Anyone here we should collaborate with?
Creating visuals
For webpages, blog posts and social media
Email Marketing
Subject lines and email copy
The prompt
The article
Written by Andy
Written by AI
AI for Content Marketers
It’s a tie.
Written by Andy
Written by AI
AI for Content Marketers
“Your From line matters more than your Subject line.
The relationship and trust between the subscriber and the brand is what triggers an open more than anything else.”
Ann Handley
CCC, Marketing Profs
SEO Edits
Striking distance phrases +
semantic SEO +
generative AI
“lapsed donor letter”
Good keyphrase!
Ranking #5
Here is the article…
Does it include the semantically related phrases?
“examples”
“template”
“sample”
“how to re-engage”
Find the
semantically-related phrases
(Google Suggest)
“how do you communicate with…”
“get lapsed donors back”
“what is a lapsed donor”
Find the
semantically-related phrases
(People also ask)
“fundraising letter”
“donation request letter”
“lapsed donor letter”
Find the
semantically-related phrases
(bolded words in the SERP)
Find the
semantically-related phrases
(Market Muse)
“donor segment”
“donor retention”
“appeal letter”
Are these in the content?
No, many of these words / phrases don’t appear on the page
Prompt
Original article
New keyword-focused section …with template
Here’s the step-by-step
Descriptions
Meta tags and YouTube
Prompt
Article to summarize
Response
…too dense and blocky. Needs formatting and keyword focus
New prompt
Better response!
Now edit it.
Added!
Revised.
Edited.
What about the title?
This one looks good
Convert between formats
From transcript to blog post
Grab the transcript
Getting around
character limits
Editing
Clear, concise and complete
Prompt
Original
What was missing
from this content?
Improve your service pages
Fast gap analysis for better conversion rates
Prompt
Paste in your
sales page copy
Looks like we missed a few things!
Write new service pages
A first pass at conversion copywriting
Tell AI to learn from �copywriting legends
…then write
Tell it to summarize your favorite books on copywriting
Now tell it to use those strategies in all future responses
Write a webpage promoting this service to this audience with these goals…
Audience research
Brainstorm ideas
Write outlines
Write first drafts
Create social media posts
Create visuals
Write email marketing copy
SEO edits
Write descriptions
Convert between formats
Editing existing copy
Write / edit service pages
How do I use AI?
( )
( )
( )
( )
( )
How to differentiate your content
from generative AI
“The problem is not that AI is doing what marketers can do.
The problem is that marketers keep doing what can be done by an AI”
1. Perfect timing for �my audience
2. Strong opinion
3. Personal video�demonstration
4. Point of view in a visual format
5. Curated input from opinionated friends
Machines can’t do
these things well (yet)
1. Take a stand (thought leadership)
2. Know your specific audience intimately
3. Leverage relationships, make friends
4. Video versions of detailed articles
source: Orbit Media
#wineandweb
Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com
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