The right way to Make AI Your Writing Sidekick for Content material Advertising

0
159


The writer’s views are solely their very own (excluding the unlikely occasion of hypnosis) and will not at all times replicate the views of Moz.

Synthetic Intelligence (AI) has blown up like a supernova. Conversations about AI are taking place in all places. As you browse LinkedIn, learn your favourite search engine marketing weblog, or tune right into a advertising and marketing podcast, you will note 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 and marketing 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 could be your advertising and marketing sidekick. You need to use AI to assist 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 and marketing.

AI gained’t substitute content material entrepreneurs (but)

AI opens up a universe of alternatives. As new AI instruments emerge day by day, so do new methods of utilizing AI in what you are promoting and on a regular basis life. You need to use AI to do nearly something.

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

AI has a variety of potential. However it additionally has limitations. Earlier than utilizing AI for content material advertising and marketing, it’s useful to familiarize yourself with the constraints of AI.

It isn’t sentient

AI doesn’t have a mind such as you or I do. It might’t suppose or really feel.

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

AI would possibly feign human emotion, but it surely’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 at all times correct. Identical to people, AI typically will get issues improper.

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

If you happen to’re utilizing AI, fact-check the data it offers you. That is notably vital 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 making certain E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) runs by your content material. AI can’t replicate this, working the chance of your content material being inaccurate and low high quality.

The output is restricted by the enter

Getting the very best outcomes from AI relies on feeding it the very 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 appear like. They could get it proper. However it’s extra seemingly that they may get it improper — and you’ll find yourself in a back-and-forth ping-pong match of reiterating the design.

It’s worthwhile to inform AI precisely what you need. In any other case, it’s going to hazard a guess (and sure get it improper). 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 ensure that these outcomes are all concerning the SaaS business? Inform it! The extra particular your generative AI immediate is, the higher the output might 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 need 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 possibly can prepare some AI instruments, comparable to 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 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 mechanically contemplate the consumer journey stage, their present motivations or needs, or the precise phrases that drive motion for them. AI doesn’t know your deeper model origins or future objectives — until you prepare it on them.

All that provides as much as creating generic content material anybody may write. Use AI sufficient occasions, and you’ll discover acquainted patterns within the responses. It sounds like AI.

However AI is usually a highly effective content material advertising and marketing sidekick

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

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

You may not be capable to depend on AI alone. However you possibly can pair it with a human contact to show it into a robust content material advertising and marketing sidekick.

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

The right way to use AI within the analysis section of content material advertising and marketing

The analysis section of a content material advertising and marketing technique could be time-consuming. Whereas each firm’s technique is totally different, the core parts will observe an identical sample.

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

Use AI to seek out content material concepts

In its most simple type, the content material you create on your model ought to deal with two issues:

  • What you do

  • Who you do it for

We will get extra nuanced than that by layering in elements like objectives, campaigns, and consumer intent. However most content material will cowl matters which can be associated to what you are promoting (what you do) and of curiosity to your viewers (who you do it for).

You need to 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 need to use to seek 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 sort ought to relate to the channel you’re creating content material for, comparable to a weblog. The viewers will align together with your audience. The issue or purpose ought to relate to what your model does.

For a canine coaching college, the immediate would possibly appear like this:

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

Screenshot of a ChatGPT conversation. The inputted prompt reads 'Write a list of 10 blog post ideas aimed at new dog owners who are trying to train their puppy'. ChatGPT's response shares a numerical list of 10 blog post ideas including '10 Essential Commands Every Puppy Should Know' and 'House Training 101: Tips for Potty Training Your Puppy’

If you happen to put this immediate into Chat-GPT, you’ll be introduced with an inventory of potential weblog publish concepts comparable to “pet separation nervousness: suggestions and methods” or “10 important instructions each pet ought to know.”

Work by this record to resolve if any of these concepts are viable weblog posts. Some is perhaps good as they’re, whereas others would possibly want fine-tuning to ensure they align together with your content material advertising and marketing 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, observe what the subject is.

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

There may be seemingly an array of weblog posts you possibly can write about pet coaching instructions, making this a doubtlessly highly effective hub matter on your hub-and-spoke technique. Relatively than doing a number of handbook analysis to seek 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 matter:

I’m writing a collection 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 like this:

I’m writing a collection of weblog posts for a pet coaching college aimed toward new canine house owners.

For the hub matter “pet coaching instructions,” create a desk of spoke content material concepts.

Screenshot of a ChatGPT conversation. The input reads 'I am writing a series of blog posts for a puppy training school aimed at new dog owners. For the hub topic 'puppy training commands', create a table of spoke content ideas.ChatGPT's response features a two-column table with the headers 'Blog Post Title' and 'Content Description'. Under these headings, you can see rows of blog post ideas with accompanying descriptions such as 'The Basics: Essential Puppy Commands' with the description 'Introduce fundamental commands like sit, stay, and come. Explain their importance and how to teach them effectively. Include troubleshooting tips.’


In response to this immediate, Chat-GPT generates a desk of extra particular weblog publish concepts associated to the hub matter “pet coaching instructions.” This can aid you spin out a collection of useful content material that strengthens your content material visibility for this matter.

Use AI for key phrase analysis

Adore it or hate it — key phrase analysis is important to creating on-site content material methods. It tells you what matters individuals care about, how well-liked these phrases are, and the way tough it is perhaps to rank in SERPs.

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

If you happen to’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 college instance, the immediate could be:

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

Screenshot of ChatGPT conversation. The input reads 'Create a list of keywords for a dog training school. Present the keywords in a table grouped by search intent.' The ChatGPT response features a three column table split by 'Search Intent: Informational', 'Search Intent: Navigational', and 'Search Intent: Transactional'. Under each row, there are numerous keyword ideas.

You’ll then be introduced with a neat desk of key phrases you would possibly be capable to use. The key phrases seemingly gained’t be good, but it surely’s a fantastic start line.

Undergo the record and analysis every key phrase in Moz’s key phrase analysis device to get extra knowledge, together with metrics comparable to Issue 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 overlaying varied consumer journey levels.

Use AI to put in writing weblog publish outlines

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

You need to use AI that can assist you write the primary draft of weblog publish outlines. AI-generated first drafts gained’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 good, they offer you a very good weblog publish template you possibly can 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 performed to this point, the AI immediate would possibly appear like 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”

Screenshot of ChatGPT conversation. The input reads: ‘Write a blog post outline for a blog post titled ‘10 essential commands every puppy should know.’ The main keyword for this blog post is ‘puppy commands’ ChatGPT's response provides a blog post outline split into sections

Chat-GPT will then provide you with 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 further sources on the finish you would possibly need to reference within the publish.

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

The right way to use AI within the writing section of content material advertising and marketing

The sidekick powers of AI do not cease whenever you begin writing. Whenever you’re writing content material, the method might 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 nicely. 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 and marketing tasks.

Use AI to adapt your tone of voice

If you happen to’re writing content material and need to ensure that it has a selected voice, you need to use AI to tweak the tone of your writing. This might help ensure that your content material aligns together with your model voice and the web page intent.

If you happen to’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 might 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 through the use of generative AI prompts comparable to:

For a gross sales touchdown web page, these prompts would possibly appear like this:

Screenshot of a ChatGPT conversation showing an exchange between the user and ChatGPT to improve the tone of voice of the inputted text

Bear in mind, the output from AI relies 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 at all times get the tone of voice proper. Usually, it’ll exaggerate the voice. No matter AI supplies, you will want to edit manually. However it may be nice for locating inspiration and unraveling the thread for phrases you might use or modifications you might make.

I by no means copy and paste the output given by AI. As a substitute, 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 lessons…” used within the unique content material.

This characteristic is much 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 without doubt one of the most important parts 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 could be the toughest factor to put in writing. Do a fast Google search, and you can see a whole lot of formulation for writing compelling headlines or instruments to enhance your present headlines.

When writing headlines, it’s best to account on your goal key phrases and the intent of the content material. If you happen to’re writing an academic weblog publish that teaches readers tips on how to do one thing, you’ll seemingly use phrases like “tips on how to.”

The one situation is that having an countless record of “tips on how to” articles in your weblog begins to look boring and repetitive. You possibly can combine this up by asking AI to generate potential headlines on your weblog articles.

Use the next immediate to get AI to generate headlines on 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 college instance, this immediate would possibly 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.

Screenshot of ChatGPT conversations. The user wrote the following input:  Write a list of 10 potential headlines for a blog post about puppy commands. This blog post shares 10 essential commands any new puppy owner should know when training their puppy.  ChatGPT responded with a numerical list of 10 headlines that could be used for this blog post.

As this instance is a listicle, it is sensible that Chat-GPT consists of the quantity within the headline. Nonetheless, you possibly can see a wide range of headlines you might 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 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 a fantastic 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 only be used for weblog articles. You possibly can adapt it for YouTube video headlines or e mail topic strains.

You may as well use AI to generate headline formulation that you need to use when writing headlines sooner or later. Do that through the use of 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 a wide range of content material sorts comparable to [types of blog posts you typically share]

Screenshot of ChatGPT conversation. The user inputted Write 10 headline formulas that can be used to write blog post headlines. Display these as a table and make sure they cover a variety of content types such as [types of blog posts you typically share]  ChatGPT's response features a three column table with headers for 'No.', 'Headline Formula', and 'Content Type'. In the table, it provides headline formulas. At the end of the table, ChatGPt says to 'Feel free to mix and match these formulas to create compelling and diverse headlines for your blog posts!'


As at all times, you possibly can drill down additional into this by asking AI to arrange a number of headlines for every article sort. You possibly can then tweak the formulation and preserve these available subsequent time you’re writing an article.

Use AI to summarize your writing

Each weblog publish ought to finish with a conclusion that provides 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 also need to use the conclusion to encourage readers to take motion. This would possibly embrace prompting them to learn associated articles, encouraging them to get in contact, or directing them to further sources.

If you happen to’re utilizing ChatGPT-4, you possibly can enter longer content material. This makes it nice for asking ChatGPT to summarize long-form weblog articles. You may as well 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 might be used to put in writing the conclusion for the weblog publish about [brief description of the blog post]

For our pet coaching college instance, this immediate will appear like this:

Summarize the next content material and supply the important thing takeaways. This might 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.

Screenshot of a ChatGPT conversation. The user inputs 'Summarize the following content and provide the key takeaways. This will be used to write the conclusion for the blog post about the 10 essential commands any new puppy owner should know when training their puppy.' followed by a block of text about puppy commands.  ChatGPT responds with a condensed version of the copy

On this instance, I solely shared a snippet of a weblog publish to offer you an thought of how this would possibly 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.

Screenshot of ChatGPT conversation. The user writes ‘Thanks. Can you share those key takeaways as a bullet pointed list?’ChatGPT responds with a bullet pointed list, as requested

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 possibly can simply write your conclusion.

Use AI to put in writing meta-descriptions

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

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

You may get ChatGPT to put in writing meta descriptions through the use of 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 a phrase rely checker to make sure it’s an appropriate size. If not, you possibly can both ask AI to generate a shorter model, or you possibly can edit it manually.

Screenshot of a ChatGPT conversation. The user inputs ‘Summarize the following content into a 2 sentence meta description.’ followed by a block of text about puppy commands.ChatGPT responds with a condensed version of the copy that is two sentences long.The user then asks ‘Can you make it slightly shorter?’ChatGPT responds with a shorter variation of it's original response that is only 145 characters long.

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 right down to 145 characters whereas sustaining the important thing takeaways of the article.

The right way to use AI within the modifying section of content material advertising and marketing

Earlier than any content material sees the sunshine of day, it must undergo a few rounds of revision. These revisions will both be carried out 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 recognize it inside out. I like to offer myself sooner or later between writing my first draft and proofreading it. This makes certain 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 throughout the modifying section of content material advertising and marketing.

Use AI to make clear your writing

If you happen to’re writing about advanced matters, your content material can simply turn out to be 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 advanced content material runs the chance of alienating your reader.

On the flip facet, being too inventive together with your writing can even have a adverse impression. 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 eventualities are examples of how being “intelligent” can negatively have an effect on the impression 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 reveals individuals you recognize what you’re speaking about. However it ought to by no means come on the expense of your writing being clear and straightforward to grasp.

If you happen to’ve written one thing that you just suppose is perhaps intelligent fairly than clear, you need to use AI to make clear your writing.

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

Screenshot of a ChatGPT conversation. The user writes ‘Does this text make sense?’ followed by a block of text about teaching your dog recall commands. ChatGPT responds to confirm the text makes sense and suggests it ‘could be slightly refined for clarity and flow’. ChatGPT then gives a revised version that could be used instead

You need to 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 let you know what it interpreted the textual content as, and it may also present ideas for bettering your copy. You possibly can 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 huge 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 outdated

  • Make the next textual content simpler to learn

Screenshot of ChatGPT conversation.The user inputs: ‘Make the following text shorter and snappier’ followed by a block of text about common dog responses to the doorbell ringing and the importance of teaching them the place command.ChatGPT responds with a shorter alternative that can be used instead

If we enter a big block of textual content, you possibly can 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 by your content material, making it brief and extra readable.

Last ideas — AI is usually a highly effective content material advertising and marketing sidekick

AI isn’t good, however it may be a useful asset for content material entrepreneurs, appearing as a robust sidekick at each stage of the content material creation course of.

Guided by well-crafted generative AI prompts, you possibly can 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 and marketing efforts throughout content material analysis, writing, and modifying.

Bear in mind, you possibly can’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 matters and niches the place E-E-A-T is essential.

For one of the best outcomes, pair AI’s capabilities with human creativity, expertise, and experience so you possibly can keep forward within the ever-changing world of content material advertising and marketing.

LEAVE A REPLY

Please enter your comment!
Please enter your name here