Leveraging Generative AI for Enhanced Marketing Content Strategies

Talk of Generative AI is everywhere, and my interest in it is as a tool to assist in augmenting marketing strategies, especially content creation. It’s seen a meteoric rise in popularity, becoming a cornerstone for many content creators. But, how does one harness this technology to enhance their content creation efforts?

Generative AI is not just a tool for those who face the infamous writer’s block. It's for anyone with a story to tell, a product to sell, or a message to convey. Even as a seasoned content creator with a deep love for writing and literature, I find generative AI to be an invaluable tool in my marketing arsenal. Here are my suggestions on how to use this technology to become more efficient.

Tip 1: Prompts are Important

Using generative AI to create great content depends on the prompts you use to define its output. Prompts are the commands/instructions you provide to the machine that it uses to generate the response. Here are some tips on how you should structure them.  

Be Specific: The more detailed your prompt, the better the AI can generate content that meets your expectations. Include as much context as you can. For instance, instead of saying "write a blog post," specify the topic, tone, and key points you want the AI to cover. 

Set the Tone: Indicate the desired tone of the content. Do you want it to be formal, casual, humorous, or professional? This helps the AI platform adjust its language style accordingly.

Provide Structure: If you're looking for a structured output, like an article, give the AI a framework to follow. For example, you can ask for an introduction, three main points with subheadings, and a conclusion.

Use Keywords: Incorporate relevant keywords that you want the AI to focus on. This is particularly important for SEO-related content.

Tip 2: Idea Generation

The writing journey often starts with an idea, which can also be the hardest part. Generative AI can effortlessly propose a list of topics based on given parameters. This serves as a starting point for content creation, providing a diverse range of angles and subjects to explore.

For instance, you can provide a prompt similar to this one to come up with new blog, article, or social media post ideas: “Provide 10 lighthearted content topics for a big brand shoe company looking to expand its popularity into the population of people older than 50 years old.”

Tip 3: Structuring Content

I’ll be honest, I don’t start with outlines when I’m writing, which seems counter to my personality because I love lists and organization. Creating an outline was a skill I was taught throughout my formal education, but I always found myself departing from it. However, for those who need more structure when writing, generative AI can help.

AI can step in to provide structure to an asset you’re looking to create. It can craft outlines for blogs, presentations, or videos. Once this is created, you can enrich the initial scaffold with personal insights and creativity, forming the backbone of a fleshed out piece.

Tip 4: Crafting Initial Drafts

Time is our most precious commodity. Generative AI can quickly compose a rough draft of an asset you need create, focused on key takeaways. If you use the write prompts (see above), you can bypass the idea and outline phases (or use one to feed the other) and start with an editable draft.

But remember, the AI’s result is just the beginning. The magic lies in the subsequent editing process, where your voice or the corporate voice emerges, making the content truly authentic.

Tip 5: The Importance of Authenticity

In a world saturated with AI-generated content, authenticity is king. The goal is to use AI as a starting point, not as the sole creator. Content must be edited to reflect personal or corporate style, so that it doesn’t read like it came directly out from AI.

Using content to build brand affinity is important as we continuously attempt to separate ourselves from our competitors. This effort can be ruined if the reader suspects that your content isn’t original and sounds different than the rest of your materials. Always invest time in refining and editing to ensure the content resonates with your personal or corporate brand. Authenticity is critical for establishing trust and a connection with your audience, so put your stamp on your piece.

Tip 6: Avoiding Plagiarism

It’s critical to understand that while AI can draw from a vast array of sources, passing off AI-generated content as entirely original without proper editing can border on plagiarism. You will need to spend the bulk of your time editing the original drafts to ensure that your output represents you and your company’s unique perspectives and voices.

The Future is Bright

AI continues to become more sophisticated, adding the ability to adopt and replicate individual writing styles. However, this requires feeding it ample examples to learn from. The more it understands your style, the more effective it becomes as a content creation partner for you and your business.

Generative AI is a powerful for content marketing. It’s an ally for strategists and creators alike, but it is not a replacement for the human touch. Use it wisely to generate ideas and drafts, but infuse each piece with authenticity and your own personal brand.

For additional questions or to discuss alternate viewpoints, I’m open to conversations at rosa@rosalear.com.