How one can Make AI Your Writing Sidekick for Content material Advertising and marketing

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

Some entrepreneurs see AI as a menace. However that doesn’t need to be the case. You may learn to work with AI. Constructing AI into your processes will future-proof your advertising 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 probabilities.

AI may be your advertising sidekick. You should utilize AI to help your writing course of, be a recent pair of eyes for proofreading, or act as a second mind. This makes it a strong companion for content material advertising.

AI received’t change content material entrepreneurs (but)

AI opens up a universe of alternatives. As new AI instruments emerge every single day, so do new methods of utilizing AI in your corporation and on a regular basis life. You should utilize AI to do virtually something.

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

AI has plenty of potential. Nevertheless it additionally has limitations. Earlier than utilizing AI for content material advertising, it’s useful to become familiar with the constraints of AI.

It isn’t sentient

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

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

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

You may’t depend on it to be correct

Positive, AI is highly effective. Nevertheless it isn’t at all times correct. Similar to people, AI generally will get issues flawed.

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

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

The output is restricted by the enter

Getting the absolute best outcomes from AI is dependent upon feeding it the absolute best info.

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

It’s essential 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 offer you ten content material concepts for a weblog publish on programmatic search engine marketing? Inform it! Need to make sure that these outcomes are all concerning the SaaS trade? Inform it! The extra particular your generative AI immediate is, the higher the output will likely 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 wish to.

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

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

With that stated, you’ll be able to prepare some AI instruments, reminiscent of ChatGPT, to provide content material that mirrors your model’s voice, character, and tone. You are able to do this by sharing examples of your writing fashion, offering background info 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 think about the person journey stage, their present motivations or wishes, 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 might write. Use AI sufficient occasions, and you’ll discover acquainted patterns within the responses. It sounds like AI.

However AI generally is a highly effective content material advertising sidekick

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

You should utilize AI to optimize the analysis, writing, and modifying phases of content material advertising.

You may not be capable of depend on AI alone. However you’ll be able to pair it with a human contact to show it into a strong content material advertising sidekick.

Listed here are some methods you need to use AI to optimize and streamline varied elements of your content material advertising course of.

How one can use AI within the analysis part of content material advertising

The analysis part of a content material advertising technique may be time-consuming. Whereas each firm’s technique is completely different, the core parts will observe an identical sample.

In some unspecified time in the future throughout on-site content material planning, you have to to search out content material concepts, conduct key phrase analysis, and create outlines for weblog posts. There are just a few methods you need to use AI to simplify these content material advertising analysis and planning steps.

Use AI to search out content material concepts

In its most elementary type, the content material you create to your model ought to give attention to 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 person intent. However most content material will cowl subjects which are associated to your corporation (what you do) and of curiosity to your viewers (who you do it for).

You should utilize 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 need to use to search out content material concepts is:

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

On this immediate, the content material kind ought to relate to the channel you might be creating content material for, reminiscent of a weblog. The viewers will align along with your audience. The issue or aim ought to relate to what your model does.

For a canine coaching faculty, the immediate may seem like this:

Write an inventory of 10 weblog publish concepts aimed toward new canine homeowners who’re making an attempt to coach their pet.

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

Work by way of this record to determine if any of these concepts are viable weblog posts. Some is perhaps good as they’re, whereas others may want fine-tuning to ensure they align along with your content material advertising technique.

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

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

For the weblog publish concept “10 important instructions each pet ought to know,” you’ll be able to confidently assume the focal subject is “pet coaching instructions.”

There may be seemingly an array of weblog posts you’ll be able to write about pet coaching instructions, making this a doubtlessly highly effective hub subject to your hub-and-spoke technique. Slightly than doing a number of guide analysis to search out appropriate spoke weblog publish concepts, you need to use 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 subject:

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

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

Making use of this to the pet coaching instructions key phrase, the immediate would seem like this:

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

For the hub subject “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 publish concepts associated to the hub subject “pet coaching instructions.” This may aid you spin out a sequence of useful content material that strengthens your content material visibility for this subject.

Use AI for key phrase analysis

Find it irresistible or hate it — key phrase analysis is crucial to growing on-site content material methods. It tells you what subjects individuals care about, how widespread 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 you must nonetheless use a key phrase analysis software like Moz’s Key phrase Explorer. Nonetheless AI will help with the early levels 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 software 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 faculty instance, the immediate can be:

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

You’ll then be offered with a neat desk of key phrases you may be capable of use. The key phrases seemingly received’t be good, however it’s an excellent start line.

Undergo the record and analysis every key phrase in Moz’s key phrase analysis software to get extra information, together with metrics reminiscent of Problem and Month-to-month Quantity. You may then use your key phrase analysis to see which key phrases you do (or don’t) wish 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 helps you to take that tough key phrase analysis one step additional, ensuring you’re masking varied person journey levels.

Use AI to put in writing weblog publish outlines

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

You should utilize AI that will help you write the primary draft of weblog publish outlines. AI-generated first drafts received’t be groundbreaking. You will have to solid your eyes over it and optimize it along with your superb model, buyer, and market insights and data.

Whereas they aren’t good, they provide you a superb weblog publish template you’ll be able to then tweak and enhance.

Enter this AI immediate to generate weblog publish outlines:

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

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

You guessed it, we’re sticking with the pet coaching instance! Based mostly on the pet coaching analysis we’ve performed to date, the AI immediate may seem like this:

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

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

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

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

You may then assessment the define that Chat-GPT has offered and apply your subject data, adapt primarily based in your experiences, and perform extra analysis to enhance the define earlier than you begin writing the article.

How one can use AI within the writing part of content material advertising

The sidekick powers of AI do not cease once you begin writing. Whenever you’re writing content material, the method will likely 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 change your uniqueness with generic AI content material.

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

Use AI to adapt your tone of voice

When you’re writing content material and wish to make sure that it has a specific voice, you need to use AI to tweak the tone of your writing. This will help make sure that your content material aligns along with your model voice and the web page intent.

When you’re writing content material for a gross sales touchdown web page, you will have that content material to sound extra persuasive than an academic weblog publish. AI will help you adapt your content material to make it higher swimsuit its supposed goal.

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

For a gross sales touchdown web page, these prompts may seem like this:

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

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

AI doesn’t at all times get the tone of voice proper. Usually, it can exaggerate the voice. No matter AI supplies, you have to to edit manually. However it may be nice for locating inspiration and unraveling the thread for phrases you possibly can use or modifications you possibly can make.

I by no means copy and paste the output given by AI. As an alternative, I’ll search for phrases, sentences, or content material types 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 way more persuasive than the softer, descriptive opening line “In these courses…” used within the unique content material.

This function is way from good, 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 likely one of the most important parts of a weblog publish. A compelling, well-written headline will get clicks. It drives visitors to your weblog publish and will get extra eyes in your content material.

But, headlines may be the toughest factor to put in writing. Do a fast Google search, and you’ll find lots of of formulation for writing compelling headlines or instruments to enhance your current headlines.

When writing headlines, you must account to your goal key phrases and the intent of the content material. When you’re writing an academic weblog publish that teaches readers the right way to do one thing, you’ll seemingly use phrases like “the right way to.”

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

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

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

Utilizing our pet coaching faculty instance, this immediate may look one thing like this:

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

As this instance is a listicle, it is sensible that Chat-GPT contains the quantity within the headline. Nonetheless, you’ll be able to see a wide range of headlines you possibly 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 way of to the article. In the meantime, phrases and phrases like “study,” “instructing,” and “coaching 101” let the reader know the article has an academic intent.

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

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

It’s also possible to use AI to generate headline formulation that you need to use when writing headlines sooner or later. Do that by utilizing a immediate reminiscent of:

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

As at all times, you’ll be able to drill down additional into this by asking AI to organize a number of headlines for every article kind. You may then tweak the formulation and hold these readily available subsequent time you’re writing an article.

Use AI to summarize your writing

Each weblog publish 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 wish to use the conclusion to encourage readers to take motion. This may 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’ll be able to enter longer content material. This makes it nice for asking ChatGPT to summarize long-form weblog articles. It’s also possible to use AI instruments which have particularly designed conclusion era options, reminiscent of 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 will likely be used to put in writing the conclusion for the weblog publish about [brief description of the blog post]

For our pet coaching faculty instance, this immediate will seem like this:

Summarize the next content material and supply the important thing takeaways. This will likely be used to put in writing the conclusion for the weblog publish concerning 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 publish to offer you an concept of how this may look.

You may even take this immediate a step additional by asking Chat-GPT to supply 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 may then use this output to get a fast overview of the weblog article so you’ll be able to simply write your conclusion.

Use AI to put in writing meta-descriptions

Whereas they may solely be quick, writing high-quality meta descriptions requires talent. The best meta description may be the deciding think about whether or not somebody clicks by way of to your web site or not.

Fortunately, you need to use AI to distill your on-page content material into a few quick sentences you need to use 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 way of a phrase depend checker to make sure it’s an acceptable size. If not, you’ll be able to both ask AI to generate a shorter model, or you’ll be able to 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.

How one can use AI within the modifying part of content material advertising

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

However reviewing your individual content material is difficult. You’re too near it. it inside out. I like to offer myself sooner or later between writing my first draft and proofreading it. This makes positive I’m taking a look at my content material with recent 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.

Use AI to make clear your writing

When you’re writing about complicated subjects, your content material can simply change into 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 complicated content material runs the chance of alienating your reader.

On the flip aspect, being too artistic along with your writing can even have a unfavourable affect. 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 which means and goal of the content material are misplaced in creativity.

Each situations are examples of how being “intelligent” can negatively have an effect on the affect of your content material. As writers, we dwell by the rule of being “clear over intelligent.” Sure, being intelligent is nice. It turns heads, captures consideration, and exhibits individuals you realize what you’re speaking about. Nevertheless 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 just assume is perhaps intelligent fairly than clear, you need to use AI to make clear your writing.

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

You should utilize the AI output to see whether or not it has understood your content material or if the unique which 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 may then use this info 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 fashion is to make use of all the phrases. So, when proofreading my content material, I sweep my content material for lengthy sentences and enormous blocks of textual content. I’ll then spotlight these and simplify them.

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

Some AI prompts you need to use 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’ll be able to see how the immediate “make the next textual content shorter and snappier” produces a simplified model of the unique content material. You may then comb by way of your content material, making it quick and extra readable.

Remaining ideas — AI generally is a highly effective content material advertising sidekick

AI isn’t good, 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’ll be able to 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 efforts throughout content material analysis, writing, and modifying.

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

For the very best outcomes, pair AI’s capabilities with human creativity, expertise, and experience so you’ll be able to keep forward within the ever-changing world of content material advertising.