How to use AI tools in content marketing
Ramli "RJ" John
Founder @ Delight Path. Product onboarding consultant for B2B startups. Bestselling author of Product-Led Onboarding (+35K copies sold).
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?? Ryan’s Tips for using AI in content marketing
Since the release of ChatGPT, Ryan Law , Director of Content Marketing at Ahrefs , has been experimenting with content marketers using AI to assist in content creation. He has summarized the best way to use AI in content marketing into 4 tips:
1. Be selective about what you use AI for. ??
AI models have limitations and are more effective in certain use cases than others. For example,?any article requiring abundant concrete data usually results in outdated or outright fabricated statistics in AI’s draft.
Because generative AI is learning from and emulating all the existing blog posts out there, the ones that are already in its data set, those same problems you will find carried through into the output it generates because that is what a B2B blog post looks like. It'll all turn out looking the same.
Ryan thinks the best way to use AI is to transform information from one format into another. For example, he films a video of him talking about a topic, uploads it to YouTube to get a barely-readable AI-generated transcript, and then prompts ChatGPT to correct grammar mistakes.?
2. Front-load the article structure. ??
If you are going to use AI to create blog articles, it's best you provide the overall structure of the article in your AI prompt.
"The structure of an article is one of the most important determinants of its success. Basically a lot of writers obsess over line edits and the construction of individual sentences. And what happens is they forget that actually the way they've written something is probably just a reflection of their own thought process."
Ryan suggests being very discerning and deliberate about the structure and being meticulous with what to include. Provide the headings and allot word count for each section of the article to emphasize the importance of one point over another.
3. Inject "information gain." ??
The best articles bring something new to a topic: original data, a useful opinion, a practical experience, or an explanatory framework. Google calls this "information gain" in a patent they filed in 2020.
"Generative AI struggles to provide any information gain. It functions much like a copycat content machine: creating new writing based largely on the existing literature on a given topic."
Our job as content marketers is to seed the generated content with information gain, adding real-life examples, customer stories, accurate data, and product mentions.
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4. Review everything AI produces. ??
The biggest issue with generative AI is that it lies. Worst yet, it doesn't tell you when it's lying to you!
"For generative AI and Large Language Models (LLMs), they are not created or designed to tell the truth. That is just not part of their design. That's not why they exist. They are created to sound intelligible but not truthful."
AI will generate content based on the context provided, but it does not fact-check the information it generates. Therefore, it's crucial to have a human in the loop to review the content and ensure its accuracy.
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I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Ryan Law's tips for using AI in content marketing.
In the latest Marketing Powerups episode , Ryan further explains how to use AI in content marketing.
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If you enjoyed this, you’d love this Marketing Powerups issue from the archives featuring Aleyda Solís about how to automate SEO with ChatGPT using her 6-element prompt framework .
That’s all for now, friends!
Have a powered-up day,
Ramli John
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Done-For-You B2B SaaS Marketing | Founder @ SuperMarketers: Generate More Leads Effortlessly | 1x SaaS Founder & Exit | Book A Call To Learn How ??
1 年this is great stuff Ramli John!
B2B SaaS Content Marketer
1 年This is really useful Ramli John ??
Helping industry experts tell their stories. Owner & Founder of Come Alive. Podcasting since the iPod Classic.
1 年It's hard to keep up with the pace at which AI is moving (at least for me). My team and I have been working together to review and test the AI-tools, etc. that will like impact us the most but it's not very fun.
Founder @ TrackMage | I help DTC ecommerce brands create memorable post-purchase experiences, foster repeat business, customer loyalty, boost sales and streamline ops with TrackMage.
1 年Ramli, love how AI is being embraced in content strategy! Ryan's tips are on point. It's all about that fine balance between automation and the human touch. Subscribed to Marketing Powerups, eager for those insights!?
Director of Customer & Content Marketing | 2x Top 100 CMA | Curator & Connector
1 年Thanks for sharing! I've been playing around with AI for content. I have a hard time giving up full creative control, but it can be helpful for some things for sure!