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What’s your favorite AI tool? Tell us in the chat!
AI Best Practices for
Content Marketing
Aaron Oberdick
Video Marketing Manager
Nextiny Marketing
Amanda Farrell
Content Marketer
Nextiny Marketing
Meet the Speakers
Today’s Agenda
● Using AI in Marketing
● Choosing the Right AI Tools
● The Importance of Good Creative Briefs
● Perfecting Prompts
● Improving AI Content
Using AI in Marketing
Types of Arti?cial Intelligence
Generative Predictive
The main function of
generative AI is to create
new content like images,
videos, music, or text.
Predictive AI is designed
to gather and analyze
historical data to predict
future trends.
How Marketers Can Use AI
Predictive AI Generative AI
Lead Scoring
Personalization
Customer Behavior Prediction
Dynamic Pricing
Forecasting/Churn Prediction
Content Ideation
Product Descriptions
Visual Creative
Sentiment Analysis
Script Writing and Storytelling
Keyword Research and SEO
Ad Optimization
Generative AI Use Cases for Marketers
Source: HubSpot 2024 The State of Marketing
Pros and Cons of AI
Algorithmic Bias
Data Privacy
Copyright Infringement
Outdated and Inaccurate Data
Increased Efficiency
Automated Research
Content Optimization
Cost Savings
Does AI Spoil the Creative Process?
Without the human guiding the tool, there
is no creative force.
The Camera Obscura made composing
masterpieces faster and easier.
How do you use a tool like AI to create
original and relevant content?
Address Concerns with an AI Policy
Purpose & Scope
of AI in Your
Organization
Data
Management &
Compliance
Risk
Management &
Accountability
Transparency &
Human
Oversight
Choosing the Right AI Tool
“The best investment is in the tools of one's own trade”
- Benjamin Franklin
Generative AI Tools for Text
ContentShake AI
Generative AI Tools for Visuals
“Ethically Trained” Fire?y v. “Copyright infringing” MidJourney
Prompt: Two robots sitting facing one another, a fashion
magazine style photograph with moody lighting
Content Type: Photo Content Type: Art Created with Canva Text to Image
“Ethically Trained” Fire?y v. “Copyright infringing” MidJourney
HubSpot AI Tools
Website Generator AI Content Writer Social Media Caption Generator
The Importance of Good Creative Briefs
Input Matters
“Garbage in, Garbage out.”
Clarity and Speci?city Lead to Better
Quality Content
Provide Context
More Context = Better Output
Use creative briefs, outlines, long form content, and
summaries to provide as much context as possible before
asking your prompt.
Shape Your AI Content with Clear
Creative Brief Outlines
1. Company Background
2. Campaign Objective
4. Competitors
7. Key Customer Bene?ts
8. Tone of Voice
6. Key Message
9. Call to Action
10. Distribution Channels
5. Content Type
3. Target Audience
AI Best Practices for Marketing HUG June 2024
Practice Makes Perfect Prompts
Tips to Crafting the Right Prompt
1. Use cause and effect language (ex. Based on the following
creative brief, outline three social posts focusing on X key
customer bene?t. Considering the following blog post, take three
compelling points to turn into social posts.)
2. Focus on one idea at a time
3. Be clear and speci?c about your desired outcome
4. Use consistent language (don’t use “personas” and “customers”
interchangeably)
5. Try rephrasing your prompt with synonyms to see if you get better
results.
6. Use positive phrasing (ex. Use a friendly tone vs. Don’t be too
formal)
Pro Tip: Ask the AI why it gave you a
certain output and it’ll tell you.
Prompt Ideas to Help with Content
Ideation and Creation
Question Prompts
Provide a question or series of questions for the AI to answer.
Example: What are the bene?ts of using AI in content marketing?
Sentence Starters
Begin a sentence and ask the AI to complete it.
Example: The future of content marketing is…
Title Prompts
Ask the AI to generate titles or headlines for articles, blog posts,
email subject lines or other content. Give it character limits when
appropriate. Experiment with length, tone, and wordplay.
Example: Give me 10 attention grabbing email subject lines to
promote a webinar for content marketers on AI best practices.
Focus on beginners starting out in adopting AI
Keyword Prompts
Emphasize particular keywords or phrases related to your topic to
provide the AI with clear direction on the content you want generated.
Example: Generate social post ideas for content marketers interested
in incorporating AI into their marketing strategy. Focus on topics for
beginners and easy steps to take when getting started with AI
Interactive Prompts
Ask the AI to write from the perspective of a particular persona and
ask it engaging questions.
Example: Imagine you are a content marketer looking adopt AI
tools, what kind of questions would you have and where would you
to ?nd the answers?
Comparison Prompts
Take two topics and ask the AI to compare and contrast.
Example: Compare traditional marketing to modern digital marketing
strategies. Provide three examples of similarities and differences.
Content Repurposing Prompts
Use AI to help you repurpose long form content into other forms of
content.
Example: Using the following blog post, create a video script on
the same subject highlighting the most important aspects for
content marketers.
Content Expansion
Write a short paragraph or add short content like a social post, and
ask the AI to expand on it.
Improving the Quality of AI Content
5 Ways to Re?ne AI Content
1. Establish quality guidelines
2. Give the AI feedback
3. Humanize the content
4. Optimize for SEO
5. Develop an AI content work?ow process
Establish Quality Guidelines
● Use Brand Guidelines - ensure the correct tone of
voice is consistently used across all content pieces.
● Vocabulary - De?ne industry jargon, acronyms, or
spellings that should be used or avoided.
● Formatting - Set rules for headings, subheading,
bullet points, how to cite sources (internal linking for
web content vs printed content).
Give the AI Feedback
Humanize the content
● Simplify the language
● Make it scannable with bullet
points and white space
● Add personal anecdotes and
humor
● Add empathetic phrasing (“I
understand…” “We know…”)
Optimize for SEO
E-E-A-T
Experience, Expertise, Authoritativeness, and Trustworthiness
Develop an AI Content Work?ow Process
● Fact check and edit - Proofread for any errors or
inaccuracies and ensure that brand guidelines are followed.
● Get feedback from subject matter experts - Reach out to
internal or external subject matter experts for ways to
increase originality with real life examples and improve
accuracy.
● Optimize for SEO - Review your blog content for keyword
optimization opportunities, utilizing tools that grade on
readability and originality.
● Update your content calendar - Create or update a
content calendar to track who will be responsible for which
tasks like outlining, writing, optimizing, editing, and
publishing content.
Add them into the chat!
Questions?

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AI Best Practices for Marketing HUG June 2024

  • 1. What’s your favorite AI tool? Tell us in the chat! AI Best Practices for Content Marketing
  • 2. Aaron Oberdick Video Marketing Manager Nextiny Marketing Amanda Farrell Content Marketer Nextiny Marketing Meet the Speakers
  • 3. Today’s Agenda ● Using AI in Marketing ● Choosing the Right AI Tools ● The Importance of Good Creative Briefs ● Perfecting Prompts ● Improving AI Content
  • 4. Using AI in Marketing
  • 5. Types of Arti?cial Intelligence Generative Predictive The main function of generative AI is to create new content like images, videos, music, or text. Predictive AI is designed to gather and analyze historical data to predict future trends.
  • 6. How Marketers Can Use AI Predictive AI Generative AI Lead Scoring Personalization Customer Behavior Prediction Dynamic Pricing Forecasting/Churn Prediction Content Ideation Product Descriptions Visual Creative Sentiment Analysis Script Writing and Storytelling Keyword Research and SEO Ad Optimization
  • 7. Generative AI Use Cases for Marketers Source: HubSpot 2024 The State of Marketing
  • 8. Pros and Cons of AI Algorithmic Bias Data Privacy Copyright Infringement Outdated and Inaccurate Data Increased Efficiency Automated Research Content Optimization Cost Savings
  • 9. Does AI Spoil the Creative Process? Without the human guiding the tool, there is no creative force. The Camera Obscura made composing masterpieces faster and easier. How do you use a tool like AI to create original and relevant content?
  • 10. Address Concerns with an AI Policy Purpose & Scope of AI in Your Organization Data Management & Compliance Risk Management & Accountability Transparency & Human Oversight
  • 11. Choosing the Right AI Tool “The best investment is in the tools of one's own trade” - Benjamin Franklin
  • 12. Generative AI Tools for Text ContentShake AI
  • 13. Generative AI Tools for Visuals
  • 14. “Ethically Trained” Fire?y v. “Copyright infringing” MidJourney Prompt: Two robots sitting facing one another, a fashion magazine style photograph with moody lighting
  • 15. Content Type: Photo Content Type: Art Created with Canva Text to Image
  • 16. “Ethically Trained” Fire?y v. “Copyright infringing” MidJourney
  • 17. HubSpot AI Tools Website Generator AI Content Writer Social Media Caption Generator
  • 18. The Importance of Good Creative Briefs
  • 19. Input Matters “Garbage in, Garbage out.”
  • 20. Clarity and Speci?city Lead to Better Quality Content
  • 21. Provide Context More Context = Better Output Use creative briefs, outlines, long form content, and summaries to provide as much context as possible before asking your prompt.
  • 22. Shape Your AI Content with Clear Creative Brief Outlines 1. Company Background 2. Campaign Objective 4. Competitors 7. Key Customer Bene?ts 8. Tone of Voice 6. Key Message 9. Call to Action 10. Distribution Channels 5. Content Type 3. Target Audience
  • 25. Tips to Crafting the Right Prompt 1. Use cause and effect language (ex. Based on the following creative brief, outline three social posts focusing on X key customer bene?t. Considering the following blog post, take three compelling points to turn into social posts.) 2. Focus on one idea at a time 3. Be clear and speci?c about your desired outcome 4. Use consistent language (don’t use “personas” and “customers” interchangeably) 5. Try rephrasing your prompt with synonyms to see if you get better results. 6. Use positive phrasing (ex. Use a friendly tone vs. Don’t be too formal)
  • 26. Pro Tip: Ask the AI why it gave you a certain output and it’ll tell you.
  • 27. Prompt Ideas to Help with Content Ideation and Creation
  • 28. Question Prompts Provide a question or series of questions for the AI to answer. Example: What are the bene?ts of using AI in content marketing?
  • 29. Sentence Starters Begin a sentence and ask the AI to complete it. Example: The future of content marketing is…
  • 30. Title Prompts Ask the AI to generate titles or headlines for articles, blog posts, email subject lines or other content. Give it character limits when appropriate. Experiment with length, tone, and wordplay. Example: Give me 10 attention grabbing email subject lines to promote a webinar for content marketers on AI best practices. Focus on beginners starting out in adopting AI
  • 31. Keyword Prompts Emphasize particular keywords or phrases related to your topic to provide the AI with clear direction on the content you want generated. Example: Generate social post ideas for content marketers interested in incorporating AI into their marketing strategy. Focus on topics for beginners and easy steps to take when getting started with AI
  • 32. Interactive Prompts Ask the AI to write from the perspective of a particular persona and ask it engaging questions. Example: Imagine you are a content marketer looking adopt AI tools, what kind of questions would you have and where would you to ?nd the answers?
  • 33. Comparison Prompts Take two topics and ask the AI to compare and contrast. Example: Compare traditional marketing to modern digital marketing strategies. Provide three examples of similarities and differences.
  • 34. Content Repurposing Prompts Use AI to help you repurpose long form content into other forms of content. Example: Using the following blog post, create a video script on the same subject highlighting the most important aspects for content marketers.
  • 35. Content Expansion Write a short paragraph or add short content like a social post, and ask the AI to expand on it.
  • 36. Improving the Quality of AI Content
  • 37. 5 Ways to Re?ne AI Content 1. Establish quality guidelines 2. Give the AI feedback 3. Humanize the content 4. Optimize for SEO 5. Develop an AI content work?ow process
  • 38. Establish Quality Guidelines ● Use Brand Guidelines - ensure the correct tone of voice is consistently used across all content pieces. ● Vocabulary - De?ne industry jargon, acronyms, or spellings that should be used or avoided. ● Formatting - Set rules for headings, subheading, bullet points, how to cite sources (internal linking for web content vs printed content).
  • 39. Give the AI Feedback
  • 40. Humanize the content ● Simplify the language ● Make it scannable with bullet points and white space ● Add personal anecdotes and humor ● Add empathetic phrasing (“I understand…” “We know…”)
  • 41. Optimize for SEO E-E-A-T Experience, Expertise, Authoritativeness, and Trustworthiness
  • 42. Develop an AI Content Work?ow Process ● Fact check and edit - Proofread for any errors or inaccuracies and ensure that brand guidelines are followed. ● Get feedback from subject matter experts - Reach out to internal or external subject matter experts for ways to increase originality with real life examples and improve accuracy. ● Optimize for SEO - Review your blog content for keyword optimization opportunities, utilizing tools that grade on readability and originality. ● Update your content calendar - Create or update a content calendar to track who will be responsible for which tasks like outlining, writing, optimizing, editing, and publishing content.
  • 43. Add them into the chat! Questions?
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