Using AI for Content Creation: From Research to Writing and Beyond

Summary

Discover the transformative power of AI beyond average results in content creation. Unveil expert insights from Andy Crestodina in our webinar breakdown, and learn how to train AI effectively, brainstorm compelling topics, and craft strategic content missions for unparalleled engagement.

By Brittany Lieu, Marketing Consultant at Heinz Marketing

If you feel like ChatGPT is spitting out subpar results, I hate to say it, but you’re using AI the lazy way. 

“I joke that AI stands for average information” – Andy Crestodina, CMO at Orbit Media Studios

This was my key takeaway from our latest webinar “Using AI for Content Creation: From Research to Writing and Beyond” with leading content expert, Andy himself. 

If you didn’t get a chance to tune into this masterclass on AI, here is a breakdown of the best “need to know” sound bites that will completely change how you create quality content.

Step 0, Teach AI Who Your Personas Are

Like you teach your social feed algorithm your preferences for cute puppy content, you have to give AI a chance to get smart. To get the responses you want, you need to train AI to know who your brand is talking to – aka. your personas. 

Enter the persona prompt. Here’s exactly what you can copy and paste into ChatGPT.

Build me a persona of a (job title) at an (industry, company size) responsible for (responsibilities, challenges). This person is looking for help (needs, requirements).

List their hopes/dreams, fears/concerns, emotional and decision criteria for (how they buy). 

Whatever you get from that prompt, don’t trust it. Like Andy’s quote, AI is just average, and this first output should never be worthy of your blind trust. 

From there, tell AI what it missed. What can it add in terms of hopes, dreams, fears, concerns, and decision criteria that you know it didn’t quite catch? By filling in the gaps, you can create a persona both powered by AI and informed by human intelligence. 

Want more specific example prompts? Check out the full webinar recording. 

Make AI the Best Brainstorming Partner

You’re the content strategist but sometimes we run low on ideas. Once you’ve established and trained AI on who you are talking to, use that persona to help create topic ideas to drive a targeted content strategy. 

Here’s what Andy would prompt ChatGPT with:

You are an expert content strategist, skilled in selecting topics that build awareness and trust with a targeted audience. 

What information and advice does the (persona) need to do their job well?

The #1 use case of AI, as reported by marketers, is for brainstorming. Once you’ve started the conversation on topics, then you start asking for suggested articles on specific topics that are “compelling and memorable” (key words that Andy has noticed help produce better results).

Using AI not only efficiently but effectively is not a short process, it’s a detailed multi-step journey to produce content worth sharing. As you embark on a “choose your own journey” with AI, bookmark this blog to help you navigate a strategic approach.

Do You Have A Documented Content Mission Statement?

If your answer is no, most brands don’t. However, brands that do report better marketing results. 

Here’s how you can use AI to easily put one together to inform your content strategy and CTAs. 

A content marketing mission statement includes three elements: the target audience, the topics, and the benefits to the reader. It should be concise and be adaptable as a call to action to subscribe to a newsletter. 

Create a draft content marketing mission statement for the persona based on their information needs. 

Create three examples of newsletter sign-up call to action based on the mission statement.  

Lastly, let’s talk about how ChatGPT would lose in any fight. 

ChatGPT Doesn’t Have Hot Takes

What does Andy mean by that? Likely from your experience, you know that AI doesn’t have opinions specifically strong opinions like we do. 

But, what it can do is help you find provocative topics to garner better content engagement and build thought leadership.

Below are some example questions you can ask AI for inspiration:

• What questions are people in (industry) afraid to answer?
• What false things do people in (industry) believe to be true?
• What are the most common assertions in (industry) that are least likely to be supported with evidence?

Try these out and see how ChatGPT can help you form more assertive and thoughtful perspective on industry opinions. 

Ready to open up AI in another window and start experimenting? These few takeaways are only a fraction of the wealth of actionable insights and how-tos covered in our webinar. Check out the webinar on-demand to learn more specifically about using AI for content outlines and briefs, how to differentiate your content form AI, and more.

Wrapping It Up

Using AI not only efficiently but effectively is not a short process, it’s a detailed multi-step journey to produce content worth sharing. As you embark on a “choose your own journey” with AI, bookmark this blog to help you navigate a strategic approach.

If you want a free brainstorm, reach out!