Find out how 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 in all places. As you browse LinkedIn, learn your favourite website positioning 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 should be the case. You possibly can 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 possibilities.

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

AI received’t substitute content material entrepreneurs (but)

AI opens up a universe of alternatives. As new AI instruments emerge day-after-day, so do new methods of utilizing AI in your corporation and on a regular basis life. You should use AI to do nearly something.

However that doesn’t imply AI will substitute content material entrepreneurs, SEOs, or writers — or, at the least, received’t substitute them but.

AI has lots of potential. However 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 might probably’t suppose or really feel.

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

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 data 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. Similar to people, AI generally will get issues fallacious.

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

In the event you’re utilizing AI, fact-check the data it offers you. That is significantly 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 guaranteeing E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) runs via your content material. AI can not replicate this, operating the chance of your content material being inaccurate and low high quality.

The output is proscribed by the enter

Getting the absolute best outcomes from AI will depend on feeding it the absolute best data.

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

That you must inform AI precisely what you need. In any other case, it’s going to hazard a guess (and sure get it fallacious). Be particular in your request — like actually particular. Need AI to provide you ten content material concepts for a weblog publish on programmatic website positioning? Inform it! Wish to be certain that these outcomes are all concerning the SaaS trade? Inform it! The extra particular your generative AI immediate is, the higher the output shall be.

The responses can really feel canned

You will get AI to put in writing your touchdown pages, weblog articles, and advert copy. However you won’t need to.

Keep in mind how I mentioned AI isn’t sentient? And that the output is proscribed by the enter? Nicely, each of these components 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 mentioned, you’ll be able to practice some AI instruments, comparable to ChatGPT, to supply 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 data in your firm, and feeding it your tone of voice tips. 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 robotically take into account the consumer 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 practice 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 concentrate on the shortfalls of AI earlier than you add it to your content material advertising course of. As we’ve established, AI isn’t excellent. However it could nonetheless be helpful.

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

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

Listed below are some methods you should use AI to optimize and streamline numerous facets of your content material advertising course of.

Find out how to use AI within the analysis section of content material advertising

The analysis section of a content material advertising technique may be time-consuming. Whereas each firm’s technique is completely different, the core components will comply with an analogous 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 a couple of methods you should use AI to simplify these content material advertising analysis and planning steps.

Use AI to search out content material concepts

In its most simple kind, the content material you create to your model ought to give attention to two issues:

• What you do

• Who you do it for

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

You should 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 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, comparable to a weblog. The viewers will align together with your audience. The issue or objective ought to relate to what your model does.

For a canine coaching faculty, the immediate may appear to be this:

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

In the event you put this immediate into Chat-GPT, you may be introduced with an inventory of potential weblog publish concepts comparable to “pet separation anxiousness: ideas and methods” or “10 important instructions each pet ought to know.”

Work via this record to resolve if any of these concepts are viable weblog posts. Some may be excellent as they’re, whereas others may want fine-tuning to ensure they align together with your content material advertising 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 introduced, notice what the subject is.

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

There’s doubtless an array of weblog posts you’ll be able to write about pet coaching instructions, making this a doubtlessly highly effective hub matter to your hub-and-spoke technique. Somewhat than doing numerous handbook analysis to search out appropriate spoke weblog publish concepts, you should 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 matter:

I’m writing a sequence of [content type] for a [business type] aimed 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 faculty aimed 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 publish concepts associated to the hub matter “pet coaching instructions.” It will provide help to spin out a sequence of precious content material that strengthens your content material visibility for this matter.

Use AI for key phrase analysis

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

Generic AI instruments can’t do in-depth key phrase analysis, so you must nonetheless use a key phrase analysis device like Moz’s Key phrase Explorer. Nonetheless AI will help with the early levels of key phrase analysis.

In the event 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 faculty instance, the immediate could 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 introduced with a neat desk of key phrases you may be capable of use. The key phrases doubtless received’t be excellent, however it’s an ideal start line.

Undergo the record and analysis every key phrase in Moz’s key phrase analysis device to get extra information, together with metrics comparable to 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 permits you to take that tough key phrase analysis one step additional, ensuring you’re protecting numerous consumer 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 nearly prepared to start out placing pen to paper. However earlier than you write your weblog publish, you have to plan a primary draft.

You should use AI that can assist you write the primary draft of weblog publish outlines. AI-generated first drafts received’t be groundbreaking. You will want to forged your eyes over it and optimize it together with your superb model, buyer, and market insights and information.

Whereas they aren’t excellent, they offer 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 principle 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 carried out thus far, the AI immediate may appear to be this:

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

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

Chat-GPT will then offer you a weblog publish define cut up into sections, together with the introduction, essential 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 assets on the finish you may need to reference within the publish.

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

Find out how to use AI within the writing section of content material advertising

The sidekick powers of AI do not cease whenever you begin writing. Once you’re writing content material, the method shall 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 effectively. So don’t substitute your uniqueness with generic AI content material.

You possibly can, nonetheless, use AI as a sub-writer to help with the writing section of content material advertising tasks.

Use AI to adapt your tone of voice

In the event you’re writing content material and need to be certain that it has a selected voice, you should use AI to tweak the tone of your writing. This will help be certain that your content material aligns together with your model voice and the web page intent.

In the event 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 publish. AI will help you adapt your content material to make it higher go well with its supposed goal.

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

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

Keep in mind, the output from AI will depend on the enter. You possibly can 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 brief, snappy sentences.

You may 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 can exaggerate the voice. No matter AI gives, you have to 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 an alternative, 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 authentic content material.

This function is much from excellent, however it may be helpful for those who’re experiencing a basic case of author’s block.

Use AI to generate headlines

The headline is likely one of the most vital components of a weblog publish. A compelling, well-written headline will get clicks. It drives site 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 can find tons 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. In the event you’re writing an academic weblog publish that teaches readers how one can do one thing, you’ll doubtless use phrases like “how one can.”

The one concern is that having an infinite record of “how one can” articles in your weblog begins to look boring and repetitive. You possibly can 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 smart that Chat-GPT consists of the quantity within the headline. Nonetheless, you’ll be able to see quite a lot 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 via 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 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 traces.

You can too use AI to generate headline formulation that you should use when writing headlines sooner or later. Do that by utilizing a immediate comparable to:

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

As all the time, you’ll be able to drill down additional into this by asking AI to arrange a number of headlines for every article kind. You possibly can 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 an enduring impression on the reader.

You may also need 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 assets.

In the event 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. You can too use AI instruments which have particularly designed conclusion era options, comparable to 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 shall 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 appear to be this:

Summarize the next content material and supply the important thing takeaways. This shall 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 provide you an thought of how this may look.

You possibly can 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 possibly can 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 could solely be brief, writing high-quality meta descriptions requires ability. The best meta description may be the deciding consider whether or not somebody clicks via to your web site or not.

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

You will 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 via a phrase depend checker to make sure it’s an appropriate 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 minimize the unique output right down to 145 characters whereas sustaining the important thing takeaways of the article.

Find out how to use AI within the modifying section 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 personal content material is tough. You’re too near it. You understand it inside out. I like to provide myself sooner or later between writing my first draft and proofreading it. This makes positive I’m my content material with contemporary eyes.

However you don’t should edit or proofread your content material alone. Your AI content material writing sidekick can are available in helpful in the course of the modifying section of content material advertising.

Use AI to make clear your writing

In the event you’re writing about complicated subjects, your content material can simply turn out to be overwhelming for the reader. It may be 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 together with your writing can even have a damaging 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 stay by the rule of being “clear over intelligent.” Sure, being intelligent is nice. It turns heads, captures consideration, and exhibits folks you realize what you’re speaking about. However it ought to by no means come on the expense of your writing being clear and simple to know.

In the event you’ve written one thing that you simply suppose may be intelligent reasonably than clear, you should use AI to make clear your writing.

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

You should use 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 also present options for bettering your copy. You possibly can then use this data to rewrite your content material so it’s simpler to know.

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 should use AI to simplify content material so it’s shorter and extra readable.

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

• Make the next textual content shorter and snappier

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

• 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 possibly can then comb via your content material, making it brief and extra readable.

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

AI isn’t excellent, however it may be a useful asset for content material entrepreneurs, performing as a robust 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.

Keep in mind, you’ll be able to’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 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.