10 Best Practices for Using Generative AI As Your Marketing Sidekick
I, like many people in most industries, have been warming up to the idea of utilizing AI to support me in some of my business functions.
But as a creative marketer and writer, you can imagine that it’s taking me a bit to figure out how to play nice in the sandbox with the generative AI tools that threaten to take some of my job functions.
I’ve been playing around with generative AI - especially ChatGPT - in my day-to-day when writing content for my clients and myself, and I’ve come to find that it’s really useful in some areas and not so useful in others. It’s just about knowing how to use it and for what purpose, depending on your goal.
The most consistent issue I see in using generative AI tools is creating content that feels truly authentic to you and your brand. Consumers agree. In fact, 90% of consumers want authenticity in the brands they engage with (Forbes).
Recently, I had a discussion with a group of creatives about how we can all get behind the use of generative AI while, at the same time, staying true to who we are and crafting content that connects with our audience on a human level.
Here how:
Use it to help you brainstorm content topics. Generative AI is a great tool for brainstorming and sparking ideas!
Use it to create an outline for a blog post or long-form newsletter. Absolutely do not use it to write your entire blog post! AI regurgitates content it finds from the Internet and jumbles it together to create sentences.
Use it to help you create short-form content, like social posts, headlines or taglines.
Check the facts. Make sure the information that generative AI pulled for you is factually correct. ChatGPT even warns of this in fine print at the bottom of its website.
Check the content. Even if the facts are accurate, make sure the information that generative AI pulled aligns with your content goals.
Replace words you never use or say. Look for words that you wouldn’t necessarily use and replace them with words you do use.
Change the sentence structure in a way that you would write or speak.
Mind your tone and voice. Does the content sound like generic? That’s because generative AI creates the same tone and voice for everyone who uses it. Add passion. Add sarcasm. Add elements of your brand personality and adjust the content to feel like it’s coming from YOU - not everyone else who uses generative AI!
Use it as you would thesaurus.com. It’s great for coming up with a list of alternative word choices.
Use it to optimize for SEO. While SEO isn’t my main focus, it’s something I’m always thinking about when writing content. If you share the keywords you want to optimize for with ChatGPT, it’s pretty good at sprinkling those words into the content you’ve already created.
Want to learn more about embracing AI while letting your authenticity shine in your brand and marketing? Book a free consultation with me and I’ll show you what’s possible!
