The right way to Make AI Your Writing Sidekick for Content material Advertising and marketing

Synthetic Intelligence (AI) has blown up like a supernova. Conversations about AI are occurring all over the place. As you browse LinkedIn, learn your favourite search engine optimisation weblog, or tune right into a advertising and marketing podcast, you will note discussions about AI.

Some entrepreneurs see AI as a menace. However that doesn’t need to be the case. You possibly can discover ways to work with AI. Constructing AI into your processes will future-proof your advertising and marketing abilities if AI takes over the world. As a contract copywriter and content material marketer, I’ve seen ‘I, Robotic,’ and I’m not taking any possibilities.

AI might be your advertising and marketing sidekick. You need to use AI to assist your writing course of, be a contemporary pair of eyes for proofreading, or act as a second mind. This makes it a strong companion for content material advertising and marketing.

AI received’t substitute content material entrepreneurs (but)

AI opens up a universe of alternatives. As new AI instruments emerge daily, so do new methods of utilizing AI in your enterprise and on a regular basis life. You need to use AI to do virtually something.

However that doesn’t imply AI will substitute content material entrepreneurs, SEOs, or writers — or, a minimum of, received’t substitute them but.

AI has a number of potential. However it additionally has limitations. Earlier than utilizing AI for content material advertising and marketing, it’s useful to familiarize yourself with the constraints of AI.

It isn’t sentient

AI doesn’t have a mind such as you or I do. It could possibly’t assume or really feel.

AI’s data is predicated solely on logic. In distinction, our data is predicated on a mixture of cause and emotion. Our experiences and emotions form how we see issues. However AI doesn’t have that potential.

AI would possibly feign human emotion, nevertheless it’s merely an phantasm. AI’s emotion is curated. AI can solely understand issues primarily based on the knowledge it’s fed.

You possibly can’t depend on it to be correct

Certain, AI is highly effective. However it isn’t all the time correct. Identical to people, AI generally will get issues flawed.

When utilizing ChatGPT, you will note a disclaimer stating, “ChatGPT could produce inaccurate details about individuals, locations, or details.” Whereas AI instruments do their greatest to offer factually correct data, they nonetheless want a human contact.

When you’re utilizing AI, fact-check the knowledge it offers you. That is notably necessary when writing YMYL (Your Cash or Your Life) content material that has real-world results on the readers. In these circumstances, a human contact is essential for making certain E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) runs by means of your content material. AI can’t replicate this, operating the danger of your content material being inaccurate and low high quality.

The output is proscribed by the enter

Getting the very best outcomes from AI is dependent upon feeding it the very best data.

It’s like asking somebody to design you a brand with out giving them the precise particulars about what you need the brand to appear to be. They could get it proper. However it’s extra doubtless that they are going to get it flawed — and you’ll find yourself in a back-and-forth ping-pong match of reiterating the design.

It is advisable to inform AI precisely what you need. In any other case, it’s going to hazard a guess (and sure get it flawed). Be particular in your request — like actually particular. Need AI to provide you ten content material concepts for a weblog submit on programmatic search engine optimisation? Inform it! Wish to ensure that these outcomes are all in regards to the SaaS business? Inform it! The extra particular your generative AI immediate is, the higher the output can be.

The responses can really feel canned

You may get AI to put in writing your touchdown pages, weblog articles, and advert copy. However you may not need to.

Bear in mind how I mentioned AI isn’t sentient? And that the output is proscribed by the enter? Nicely, each of these elements additionally contribute to the responses feeling considerably meh.

AI responses can really feel canned. They lack the originality and persona you get from a human author who is aware of your model in and out.

With that mentioned, you possibly can prepare some AI instruments, resembling ChatGPT, to provide content material that mirrors your model’s voice, persona, and tone. You are able to do this by sharing examples of your writing type, offering background data in your firm, and feeding it your tone of voice pointers. However I’ll share extra on that later within the article.

One other attribute that limits the creativity of AI outputs is that it doesn’t routinely contemplate the consumer journey stage, their present motivations or needs, or the precise phrases that drive motion for them. AI doesn’t know your deeper model origins or future targets — except you prepare it on them.

All that provides as much as creating generic content material anybody may write. Use AI sufficient instances, and you’ll discover acquainted patterns within the responses. It sounds like AI.

However AI generally is a highly effective content material advertising and marketing sidekick

It pays to pay attention to the shortfalls of AI earlier than you add it to your content material advertising and marketing course of. As we’ve established, AI isn’t excellent. However it may well nonetheless be helpful.

You need to use AI to optimize the analysis, writing, and modifying phases of content material advertising and marketing.

You may not be capable of depend on AI alone. However you possibly can pair it with a human contact to show it into a strong content material advertising and marketing sidekick.

Listed below are some methods you should utilize AI to optimize and streamline varied points of your content material advertising and marketing course of.

The right way to use AI within the analysis part of content material advertising and marketing

The analysis part of a content material advertising and marketing technique might be time-consuming. Whereas each firm’s technique is totally different, the core components will observe the same sample.

In some unspecified time in the future throughout on-site content material planning, you’ll need to search out content material concepts, conduct key phrase analysis, and create outlines for weblog posts. There are a couple of methods you should utilize AI to simplify these content material advertising and marketing analysis and planning steps.

Use AI to search out content material concepts

In its most simple type, the content material you create in your model ought to deal with two issues:

• What you do

• Who you do it for

We will get extra nuanced than that by layering in elements like targets, campaigns, and consumer intent. However most content material will cowl subjects which are associated to your enterprise (what you do) and of curiosity to your viewers (who you do it for).

You need to use AI to develop content material concepts for all kinds of promoting channels — be it social media, newsletters, blogs, or movies. For the examples shared all through this text, I’ve used ChatGPT.

A easy AI immediate you should utilize to search out content material concepts is:

Write an inventory of 10 [content type] concepts geared toward [audience] who’re [problem they are trying to solve/goal they want to achieve]

On this immediate, the content material sort ought to relate to the channel you’re creating content material for, resembling a weblog. The viewers will align together with your audience. The issue or aim ought to relate to what your model does.

For a canine coaching college, the immediate would possibly appear to be this:

Write an inventory of 10 weblog submit concepts geared toward new canine homeowners who’re attempting to coach their pet.

When you put this immediate into Chat-GPT, you may be offered with an inventory of potential weblog submit concepts resembling “pet separation anxiousness: suggestions and tips” or “10 important instructions each pet ought to know.”

Work by means of this record to determine if any of these concepts are viable weblog posts. Some is perhaps excellent as they’re, whereas others would possibly want fine-tuning to ensure they align together with your content material advertising and marketing technique.

Create a hub-and-spoke technique from these content material concepts

Drill down additional into every thought to create the bones of a hub-and-spoke technique. For every thought offered, observe what the subject is.

For the weblog submit thought “10 important instructions each pet ought to know,” you possibly can confidently assume the focal matter is “pet coaching instructions.”

There may be doubtless an array of weblog posts you possibly can write about pet coaching instructions, making this a doubtlessly highly effective hub matter in your hub-and-spoke technique. Somewhat than doing numerous handbook analysis to search out appropriate spoke weblog submit concepts, you should utilize AI to hurry up the method.

Use the next AI generative immediate to ask Chat-GPT for spoke content material concepts primarily based on the hub matter:

I’m writing a sequence of [content type] for a [business type] geared toward [target audience].

For the hub matter “[hub topic],” create a desk of spoke content material concepts.

Making use of this to the pet coaching instructions key phrase, the immediate would appear to be this:

I’m writing a sequence of weblog posts for a pet coaching college geared toward new canine homeowners.

For the hub matter “pet coaching instructions,” create a desk of spoke content material concepts.

In response to this immediate, Chat-GPT generates a desk of extra particular weblog submit concepts associated to the hub matter “pet coaching instructions.” This can provide help to spin out a sequence of beneficial content material that strengthens your content material visibility for this matter.

Use AI for key phrase analysis

Adore it or hate it — key phrase analysis is important to growing on-site content material methods. It tells you what subjects individuals care about, how common these phrases are, and the way troublesome it is perhaps to rank in SERPs.

Generic AI instruments can’t do in-depth key phrase analysis, so it is best to nonetheless use a key phrase analysis device like Moz’s Key phrase Explorer. Nevertheless AI can assist with the early phases of key phrase analysis.

When you’re beginning key phrase analysis from scratch, use AI to generate an inventory of key phrases. Take this a step additional by asking the AI device to group these key phrases by search intent. This immediate will look one thing like this:

Create an inventory of key phrases for [business type/topic]. Current the key phrases in a desk grouped by search intent.

Sticking with our canine coaching college instance, the immediate can be:

Create an inventory of key phrases for a canine coaching college. Current the key phrases in a desk grouped by search intent.

You’ll then be offered with a neat desk of key phrases you would possibly be capable of use. The key phrases doubtless received’t be excellent, nevertheless it’s an ideal place to begin.

Undergo the record and analysis every key phrase in Moz’s key phrase analysis device to get extra information, together with metrics resembling Problem and Month-to-month Quantity. You possibly can then use your key phrase analysis to see which key phrases you do (or don’t) need to use and discover different viable key phrases.

Utilizing AI for key phrase analysis is nice for getting the cogs turning, taking you from a clean web page to an inventory of key phrases. Grouping by search intent allows you to take that tough key phrase analysis one step additional, ensuring you’re protecting varied consumer journey phases.

Use AI to put in writing weblog submit outlines

Okay, by this level, it is best to have a bunch of goal key phrases and weblog submit concepts. You’re virtually prepared to begin placing pen to paper. However earlier than you write your weblog submit, it’s good to plan a primary draft.

You need to use AI that will help you write the primary draft of weblog submit outlines. AI-generated first drafts received’t be groundbreaking. You have to to forged your eyes over it and optimize it together with your superb model, buyer, and market insights and data.

Whereas they aren’t excellent, they offer you an excellent weblog submit template you possibly can then tweak and enhance.

Enter this AI immediate to generate weblog submit outlines:

Write a weblog submit define for a weblog submit titled “[blog post title].”

The primary key phrase for this weblog submit is “[main keyword]”

You guessed it, we’re sticking with the pet coaching instance! Primarily based on the pet coaching analysis we’ve finished to date, the AI immediate would possibly appear to be this:

Write a weblog submit define for a weblog submit titled “10 important instructions each pet ought to know.”

The primary key phrase for this weblog submit is “pet instructions”

Chat-GPT will then provide you with a weblog submit define break up into sections, together with the introduction, most important content material sections, and a conclusion.

As this submit focuses on the “10 important instructions,” Chat-GPT has given a listicle-style weblog submit define. It has additionally shared an inventory of extra sources on the finish you would possibly need to reference within the submit.

You possibly can then evaluation the define that Chat-GPT has supplied and apply your matter data, adapt primarily based in your experiences, and perform extra analysis to enhance the define earlier than you begin writing the article.

The right way to use AI within the writing part of content material advertising and marketing

The sidekick powers of AI do not cease if you begin writing. If you’re writing content material, the method can be predominantly human-led. Your tone of voice issues. As do your private experiences, opinions, and insights. These are the issues that make your content material distinctive and that AI can’t do very properly. So don’t substitute your uniqueness with generic AI content material.

You possibly can, nevertheless, use AI as a sub-writer to help with the writing part of content material advertising and marketing tasks.

Use AI to adapt your tone of voice

When you’re writing content material and need to ensure that it has a selected voice, you should utilize AI to tweak the tone of your writing. This can assist ensure that your content material aligns together with your model voice and the web page intent.

When you’re writing content material for a gross sales touchdown web page, you want that content material to sound extra persuasive than an academic weblog submit. AI can assist you adapt your content material to make it higher go well with its meant objective.

Use AI to adapt your content material’s tone of voice by utilizing generative AI prompts resembling:

For a gross sales touchdown web page, these prompts would possibly appear to be this:

Bear in mind, the output from AI is dependent upon the enter. You possibly can enhance these prompts by offering extra particulars. You might, for instance, ask AI to make use of metaphors or similes in its model or to make use of easy vocabulary and brief, snappy sentences.

You might even inform it your model values to ensure these are considered for tone of voice content material.

AI doesn’t all the time get the tone of voice proper. Usually, it’ll exaggerate the voice. No matter AI gives, you’ll need to edit manually. However it may be nice for locating inspiration and unraveling the thread for phrases you can use or adjustments you can make.

I by no means copy and paste the output given by AI. As a substitute, I’ll search for phrases, sentences, or content material kinds that stand out to me. I’ll then refine my content material manually primarily based on any learnings gleaned from the AI model.

Beginning the paragraph with the phrase “Enroll,” for instance, encourages motion and lets the reader know the intention of the content material. That is much more persuasive than the softer, descriptive opening line “In these courses…” used within the unique content material.

This function is way from excellent, however it may be helpful in the event you’re experiencing a traditional case of author’s block.

Use AI to generate headlines

The headline is without doubt one of the most important components of a weblog submit. A compelling, well-written headline will get clicks. It drives site visitors to your weblog submit and will get extra eyes in your content material.

But, headlines might be the toughest factor to put in writing. Do a fast Google search, and you can see a whole lot of formulation for writing compelling headlines or instruments to enhance your present headlines.

When writing headlines, it is best to account in your goal key phrases and the intent of the content material. When you’re writing an academic weblog submit that teaches readers the way to do one thing, you’ll doubtless use phrases like “the way to.”

The one subject is that having an countless record of “the way to” articles in your weblog begins to look boring and repetitive. You possibly can combine this up by asking AI to generate potential headlines in your weblog articles.

Use the next immediate to get AI to generate headlines in your weblog posts:

Write an inventory of 10 potential headlines for a weblog submit about [blog post topic]. This weblog submit [brief description of blog post].

Utilizing our pet coaching college instance, this immediate would possibly look one thing like this:

Write an inventory of 10 potential headlines for a weblog submit about pet instructions. This weblog submit shares 10 important instructions any new pet proprietor ought to know when coaching their pet.

As this instance is a listicle, it is smart that Chat-GPT contains the quantity within the headline. Nevertheless, you possibly can see a wide range of headlines you can doubtlessly use that sound extra compelling than simply “10 important instructions each pet ought to know.”

The headlines additionally use energy phrases like “must-know” and “final” to entice readers to click on by means of to the article. In the meantime, phrases and phrases like “be taught,” “instructing,” and “coaching 101” let the reader know the article has an academic intent.

These outputs provide an ideal first draft of some potential headlines. You possibly can then fine-tune these headlines utilizing well-known headline greatest practices.

This immediate doesn’t have to simply be used for weblog articles. You possibly can adapt it for YouTube video headlines or e-mail topic strains.

You may also use AI to generate headline formulation that you should utilize when writing headlines sooner or later. Do that by utilizing a immediate resembling:

Write 10 headline formulation that can be utilized to put in writing weblog submit headlines. Show these as a desk and ensure they cowl a wide range of content material sorts resembling [types of blog posts you typically share]

As all the time, you possibly can drill down additional into this by asking AI to arrange a number of headlines for every article sort. You possibly can then tweak the formulation and maintain these available subsequent time you’re writing an article.

Use AI to summarize your writing

Each weblog submit ought to finish with a conclusion that offers the TL;DR (too lengthy; didn’t learn) low down of the article.

Usually, your conclusion ought to summarize the article by sharing the important thing takeaways. It ought to succinctly wrap up the article, leaving a long-lasting impression on the reader.

You may additionally need to use the conclusion to encourage readers to take motion. This would possibly embrace prompting them to learn associated articles, encouraging them to get in contact, or directing them to extra sources.

When you’re utilizing ChatGPT-4, you possibly can enter longer content material. This makes it nice for asking ChatGPT to summarize long-form weblog articles. You may also use AI instruments which have particularly designed conclusion era options, resembling WriteMe or LongShot.

Use the next AI immediate to get AI to summarize your content material:

Summarize the next content material and supply the important thing takeaways. This can be used to put in writing the conclusion for the weblog submit about [brief description of the blog post]

For our pet coaching college instance, this immediate will appear to be this:

Summarize the next content material and supply the important thing takeaways. This can be used to put in writing the conclusion for the weblog submit in regards to the 10 important instructions any new pet proprietor ought to know when coaching their pet.

On this instance, I solely shared a snippet of a weblog submit to provide you an thought of how this would possibly look.

You possibly can even take this immediate a step additional by asking Chat-GPT to offer the important thing takeaways as a bullet-pointed record.

This shortly transforms a long-form article right into a scannable record of key takeaways. You possibly can then use this output to get a fast overview of the weblog article so you possibly can simply write your conclusion.

Use AI to put in writing meta-descriptions

Whereas they could solely be brief, writing high-quality meta descriptions requires talent. The correct meta description might be the deciding think about whether or not somebody clicks by means of to your web site or not.

Fortunately, you should utilize AI to distill your on-page content material into a few brief sentences you should utilize as a meta description.

You may get ChatGPT to put in writing meta descriptions by utilizing the next AI immediate:

Summarize the next content material right into a 2 sentence meta-description

The optimum size for a meta description is between 50 to 160 characters. Run the AI-generated output by means of a phrase depend checker to make sure it’s an acceptable size. If not, you possibly can both ask AI to generate a shorter model, or you possibly can edit it manually.

Within the above instance, ChatGPT generated a meta description that was 195 characters lengthy. As that is barely longer than desired, I inputted the immediate, “are you able to make it barely shorter?”

In response, ChatGPT lower the unique output all the way down to 145 characters whereas sustaining the important thing takeaways of the article.

The right way to use AI within the modifying part of content material advertising and marketing

Earlier than any content material sees the sunshine of day, it must undergo a few rounds of revision. These revisions will both be carried out by the unique author or by editors, proofreaders, or content material managers.

However reviewing your individual content material is tough. You’re too near it. it inside out. I like to provide myself at some point between writing my first draft and proofreading it. This makes positive I’m taking a look at my content material with contemporary eyes.

However you don’t need to edit or proofread your content material alone. Your AI content material writing sidekick can are available helpful through the modifying part of content material advertising and marketing.

Use AI to make clear your writing

When you’re writing about advanced subjects, your content material can simply grow to be overwhelming for the reader. It is perhaps laden with jargon or use area of interest analogies that solely a small subset of individuals perceive. The difficulty with that is that advanced content material runs the danger of alienating your reader.

On the flip aspect, being too artistic together with your writing also can have a damaging influence. Maybe you’ve tried to put in writing content material that’s witty or overflowing with metaphors to create a vivid emotional response. Besides it doesn’t fairly land the way you anticipated. The that means and objective of the content material are misplaced in creativity.

Each situations are examples of how being “intelligent” can negatively have an effect on the influence of your content material. As writers, we stay by the rule of being “clear over intelligent.” Sure, being intelligent is nice. It turns heads, captures consideration, and reveals individuals you recognize what you’re speaking about. However it ought to by no means come on the expense of your writing being clear and simple to grasp.

When you’ve written one thing that you simply assume is perhaps intelligent moderately than clear, you should utilize AI to make clear your writing.

AI prompts resembling “Does this textual content make sense?” or “Make this textual content simpler to grasp” allow you to examine and enhance the readability of your writing.

You need to use the AI output to see whether or not it has understood your content material or if the unique that means has been misplaced. In its response, Chat-GPT will inform you what it interpreted the textual content as, and it may additionally present options for enhancing your copy. You possibly can then use this data to rewrite your content material so it’s simpler to grasp.

Use AI to simplify your writing

I’ve the behavior of being a little bit of a waffler once I’m studying. My default writing type is to make use of all the phrases. So, when proofreading my content material, I sweep my content material for lengthy sentences and huge blocks of textual content. I’ll then spotlight these and simplify them.

To hurry up this course of, you should utilize AI to simplify content material so it’s shorter and extra readable.

Some AI prompts you should utilize to simplify your content material are:

• Make the next textual content shorter and snappier

• Clarify [topic] to me like I’m 7 years previous

• Make the next textual content simpler to learn

If we enter a big block of textual content, you possibly can see how the immediate “make the next textual content shorter and snappier” produces a simplified model of the unique content material. You possibly can then comb by means of your content material, making it brief and extra readable.

Ultimate ideas — AI generally is a highly effective content material advertising and marketing sidekick

AI isn’t excellent, however it may be a useful asset for content material entrepreneurs, appearing as a strong sidekick at each stage of the content material creation course of.

Guided by well-crafted generative AI prompts, you possibly can optimize your content material. From kickstarting content material analysis with key phrase analysis to creating hub-and-spoke content material methods, producing headlines, and clarifying your writing, AI can streamline your content material advertising and marketing efforts throughout content material analysis, writing, and modifying.

Bear in mind, you possibly can’t depend on AI alone simply but. Your content material nonetheless wants a human contact in order for you it to outperform your opponents — particularly when writing for YMYL subjects and niches the place E-E-A-T is essential.

For one of the best outcomes, pair AI’s capabilities with human creativity, expertise, and experience so you possibly can keep forward within the ever-changing world of content material advertising and marketing.