28
December
2023
|
06:32
Europe/Amsterdam

5 easy steps to master AI as a marketing manager

This isn't a prompt guide, it's a practical guide on how to get started

I’m surprised by the number of marketers who don’t really know how to use AI and where to start. They’ve been flirting and playing around with it, but they lack a real understanding of what it is, how it works, and how to benefit from it in their daily jobs.

The most common excuse is that all this AI stuff is too overwhelming, too fast-paced, and a bit out of their league. Unknown makes unloved, and they take a side step, afraid to fail.

 

Management also needs to learn to work with AI

This unknown-unlovedness not only applies to the marketing and content team but even more so to senior management. As usual, they are a bit more strategic, slightly older, and especially they don’t want to look like a retarded boomer dipping their toes into the cold water.

In my humble opinion, it’s especially the management team that needs to learn to work with AI. For themselves and to facilitate the brand and the team to work with AI. You need to understand what it is, the benefits, and the downfalls to implement this into your organisation in a fun, safe, and sustainable way.

No worries, you got this with these tips to get you and your team started.

 

Here’s my 5-step process to master AI

  1. Understand AI and its origin, some of the boring stuff. Yet I captured this in a nutshell for you with what you need to know to use AI for content production in the right way
  2. Realize it’s you, your strategic thinking, creativity, and thinking different that creates magic. It’s AI plus human intellect.
  3. Create a prompt with your brand tone and persona to get better results to use in your prompts
  4. You do final fine-tuning and editing; take it out of AI and into your own hands
  5. Test and play around; you can't break AI. So, go crazy and find the limits and break some rules. 

 

In each paragraph, I’ll give you a resume; click on the links to read all the details.

 

1. AI, from the origin to prompts

What you need to know is that Large Language Models such as ChatGPT work based on probability and predictability. It uses existing data to predict what you’re looking for and gives you the answer in human language.

Simply said, it echoes what’s already there. No new insights or strategies, no bias or point of view.

Sh*t in is sh*t out. The quality of the AI output depends on the quality of your input, the prompt.

‘Prompt’ is an expensive word for ‘ask’. The question you type in ChatGPT is a prompt.

 

Learning how to prompt
First, you go broad and be very specific; then you go prompt-on-prompt to get the right details and output. There is no such thing as one-prompt-result. You always need several prompts to get the desired result.

There are many prompt guides out there. All you need to know is there are 6 elements to a good prompt; see the links below for all the details. 

how to write a prompt

 

 

Now you know how AI works, and there's no magic; it's time to realize AI still needs you and your input. The combination is the power. 

 

2. It’s all about your strategic thinking and knowledge

It’s your input that defines the output. With a little help, everyone can write a prompt. But… seeing and revealing the insights, defining a strategy, giving context and meaning, and digging in needs human intellect.

There are things you need to know. 

  1. It’s still the human that feeds AI. And that’s always where you’ll see the difference between the low performers using AI and the experts who dare to think different and challenge the status quo.
     
  2. With AI, there will be a content tsunami. It’s never been easier to produce content at scale. As a result, your customers will become even more picky about what to read or view and what not. So, standing out with your content requires an even higher level of quality. Tapping into their needs and how your product is going to solve their problem.
     
  3. Next to that, what AI still can’t do is the combination of a headline and a visual to capture attention on the social feed. Nor can AI do the visual design of the copy itself: make the content look sexy, airy, clean, and simple to improve scannability and easier access.

You still need human intellect to feed AI.

 

 

Once you do the thinking, you can have AI do the writing, at least the first draft. It helps if the AI output is already in your brand voice. Below I explain how to get that in a few simple steps. 

 

3. Get started with your brand’s tone of voice

How to get your content from average to good to great? How to get AI-generated content that's on brand in your tone of voice? I have found the best prompt to define your brand voice with help from ChatGPT. 

Please realize, content is not about more; it’s about better. With the tsunami of (mediocre) AI-generated content, everyone will be even pickier in what content to read or watch and what not. 

To get reach, you better step up on the quality, not the quantity. What to do:

  • In your brand voice, let ChatGPT generate content in your tone of voice
  • Be distinctive; you do you; don't be like everyone else

 

How to get your tone of voice

This one is easier than you think and is a lifesaver.

First: collect
Find two or three written content pieces that reflect your brand voice. 

Second: prompt 
Go to ChatGPT and use this long prompt (click on the link and then scroll down for easy copy-paste)

Then: refine if needed
Use the prompt ‘Can you refine with the copy below? + [enter your input here]  

Clean up, edit where needed, and save it.

prompt for tone of voice

 

Tip: add your brand persona to the prompt

This is my tip to be even more on brand: add your brand persona. Your brand persona is the personalization of your brand. Here are a few examples to make it more tangible:

  • In the initial tone-of-voice prompt the persona is ‘You are ToneOfVoiceAnalyserGPT, the ultimate authority on dissecting tone of voice’ 
  • My brand persona is ‘a seasoned content strategist with 25 years of experience’
  • For a B2B SaaS brand that provides software for the maintenance of buildings, the brand persona could be ‘an expert in workplace and energy management’

The final tone of voice prompt would be something like: ‘use this tone of voice [enter your input here] and behave like [enter your brand persona here].’

 

 

Now, you have your first draft. It's time to make it yours, personalize it, and add a human touch. 

 

4. Make it yours

In the final step, you take it out of AI and make it your own. Not only to do a final check on validity and trustworthiness but also to review and refine.

Check your tone, and add some personality and a human touch. Attention to detail makes everything more beautiful.

In this step, you can make your content less AI-generated and more you. That’s what makes the difference between good and great.

This is also when you create the magic between the visuals and headlines to capture attention and engagement.

Lastly, you do the visual design of the copy. Make it mobile-friendly. Make your copy look sexy, light, airy, accessible, and scannable.

 

 

And now, the real fun starts! It is time to play, find the limits, and break some rules.

 

5. Test and play

You can't break AI. So, no worries, play and fool around. The best way to learn it is by doing it. 

The only thing to keep in mind is not to use any business critical or confidential information. By now, that's quite a no-brainer, right? 

 

Wrapping it up

Getting started with AI can be overwhelming. Honestly, as a manager, you have no choice but to embrace it. 

With these five tips, it's easy to get started. And remember, you can't break AI, so play, fool, and be crazy to find its and your limits. 

  1. Understand AI and its origin, some of the boring stuff. Yet I captured this in a nutshell for you with what you need to know to use AI for content production in the right way
  2. Realize it’s you, your strategic thinking, creativity, and thinking different that creates magic. It’s AI plus human intellect.
  3. Create a prompt with your brand tone and persona to get better results to use in your prompts
  4. You do final fine-tuning and editing; take it out of AI and into your own hands
  5. Test and play around; you can't break AI. So, go crazy and find the limits and break some rules. 

 

Need help? I got your back, and you'll be pro with my 4-hour training

If you still need some help or are short of time to do it all yourself, let's get you started and be a pro with my 4-hour training; drop me a DM

As I'm the worst me-marketeer in the world, I have no extended pitch deck, sales process, or drip campaign. 

All I have is my passion for content, branding, marketing, and creativity. And some amazing LinkedIn reviews as proof.