Artificial intelligence is proving to be a valuable tool across industries, especially in marketing. Tools like ChatGPT have helped streamline workflows and speed up production. As its impact grows, so does the need to use it more intentionally.
With that said, we’ve been able to share feedback and tips amongst our team on how to best utilize ChatGPT for our clients. One of our key takeaways is to ensure that the content generated through AI sounds authentic and connects with your audience across marketing channels.
Liesel Allen, Content Producer, shared insights on what marketers should know when utilizing AI in content production.
Go Beyond Generating
Although inputting a prompt into ChatGPT is as simple as that, additional guidance is needed to ensure your voice and content objectives are aligned.
AI-generated content often starts generic, which is why the first rule of working with AI is to never use the first draft.
- Tell your AI exactly what you want—“Make this snappier,” “Less cheesy,” or “More straightforward.”
- The first sentence is often a filler—delete it. Phrases like “Client Spotlight ????” are dead giveaways of AI.
- Edit out excessive emojis. If you wouldn’t have naturally used it, delete it.
- Ask your AI chatbot to explain a sentence to you like you’re in elementary school. That’s usually a tone your audience will connect with.
- AI chatbots often give lists of three or provide three reasons for their responses, or use three adjectives for descriptions. Boil those three reasons down to the two most important.
Review your content thoroughly. Ensure the output aligns with the brand voice by refining AI prompts and making necessary edits.
“AI helps me brainstorm ideas for content calendars all the time. A common prompt that I use is, “Give me 10 ideas for social media posts that an audience member of [client name] would be likely to interact with.”
Use AI For Brainstorming, But Still Find Inspiration From Influencers & Organizations
As AI becomes more prevalent in marketing, remember to continue conducting your own research into influencers and organizations for fresh ideas. Check out social posts that feel human and original, even if they are using AI behind the scenes.
“Look at the content that is going viral. Why is that? What are their posts offering?”
The Future Of AI
As more marketers leverage AI in content development, authentic and human-centered messaging will still need to remain top of mind. Integrating AI into your workflow will free up your time, allowing you to focus more on creating content that matters to your audience.
As we know, AI is a powerful tool in the content development process, and success comes from knowing how to guide and refine its output to create marketing communications that connect.
“Content should add value to your audience’s lives. And not just what YOU think is valuable or what ChatGPT thinks is valuable, but what your audience cares about.”
