AI Best Practices for Marketing HUG June 2024

During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/

1. What’s your favorite AI tool? Tell us in the chat!
AI Best Practices for
Content Marketing

2. Aaron Oberdick
Video Marketing Manager
Nextiny Marketing

Amanda Farrell
Content Marketer
Nextiny Marketing

Meet the Speakers

3. Today’s Agenda
●Using AI in Marketing
●Choosing the Right AI Tools
●The Importance of Good Creative Briefs
●Perfecting Prompts
●Improving AI Content

4. Using AI in Marketing

5. Types of Artificial Intelligence
Generative Predictive
The main function of
generative AI is to create
new content like images,
videos, music, or text.
Predictive AI is designed
to gather and analyze
historical data to predict
future trends.

6. How Marketers Can Use AI
Predictive AI Generative AI
Lead Scoring
Personalization
Customer Behavior Prediction
Dynamic Pricing
Forecasting/Churn Prediction
Content Ideation
Product Descriptions
Visual Creative
Sentiment Analysis
Script Writing and Storytelling
Keyword Research and SEOAd Optimization

7. Generative AI Use Cases for Marketers
Source: HubSpot 2024 The State of Marketing

8. Pros and Cons of AI
Algorithmic Bias
Data Privacy
Copyright Infringement
Outdated and Inaccurate Data
Increased Efficiency
Automated Research
Content Optimization
Cost Savings

9. Does AI Spoil the Creative Process?
Without the human guiding the tool, there
is no creative force.
The Camera Obscura made composing
masterpieces faster and easier.
How do you use a tool like AI to create
original and relevant content?

10. Address Concerns with an AI Policy
Purpose & Scope
of AI in Your
Organization
Data
Management &
Compliance
Risk
Management &
Accountability
Transparency &
Human
Oversight

11. Choosing the Right AI Tool
“The best investment is in the tools of one's own trade”
-Benjamin Franklin

12. Generative AI Tools for Text
ContentShake AI

13. Generative AI Tools for Visuals

14. “Ethically Trained” Firefly v. “Copyright infringing” MidJourney
Prompt: Two robots sitting facing one another, a fashion
magazine style photograph with moody lighting

15. Content Type: Photo Content Type: Art Created with Canva Text to Image

16. “Ethically Trained” Firefly v. “Copyright infringing” MidJourney

17. HubSpot AI Tools
Website Generator
AI Content Writer Social Media Caption Generator

18. The Importance of Good Creative Briefs

19. Input Matters
“Garbage in, Garbage out.”

20. Clarity and Specificity Lead to Better
Quality Content

21. Provide Context
More Context = Better Output
Use creative briefs, outlines, long form content, and
summaries to provide as much context as possible before
asking your prompt.

22. Shape Your AI Content with Clear
Creative Brief Outlines
1. Company Background
2. Campaign Objective
4. Competitors
7. Key Customer Benefits
8. Tone of Voice
6. Key Message
9. Call to Action
10. Distribution Channels5. Content Type
3. Target Audience

24. Practice Makes Perfect Prompts

25. Tips to Crafting the Right Prompt
1.Use cause and effect language (ex. Based on the following
creative brief, outline three social posts focusing on X key
customer benefit. Considering the following blog post, take three
compelling points to turn into social posts.)
2.Focus on one idea at a time
3.Be clear and specific about your desired outcome
4.Use consistent language (don’t use “personas” and “customers”
interchangeably)
5.Try rephrasing your prompt with synonyms to see if you get better
results.
6.Use positive phrasing (ex. Use a friendly tone vs. Don’t be too
formal)

26. Pro Tip: Ask the AI why it gave you a
certain output and it’ll tell you.

27. Prompt Ideas to Help with Content
Ideation and Creation

28. Question Prompts
Provide a question or series of questions for the AI to answer.
Example: What are the benefits of using AI in content marketing?

29. Sentence Starters
Begin a sentence and ask the AI to complete it.
Example: The future of content marketing is…

30. Title Prompts
Ask the AI to generate titles or headlines for articles, blog posts,
email subject lines or other content. Give it character limits when
appropriate. Experiment with length, tone, and wordplay.
Example: Give me 10 attention grabbing email subject lines to
promote a webinar for content marketers on AI best practices.
Focus on beginners starting out in adopting AI

31. Keyword Prompts
Emphasize particular keywords or phrases related to your topic to
provide the AI with clear direction on the content you want generated.
Example: Generate social post ideas for content marketers interested
in incorporating AI into their marketing strategy. Focus on topics for
beginners and easy steps to take when getting started with AI

32. Interactive Prompts
Ask the AI to write from the perspective of a particular persona and
ask it engaging questions.
Example: Imagine you are a content marketer looking adopt AI
tools, what kind of questions would you have and where would you
to find the answers?

33. Comparison Prompts
Take two topics and ask the AI to compare and contrast.
Example: Compare traditional marketing to modern digital marketing
strategies. Provide three examples of similarities and differences.

34. Content Repurposing Prompts
Use AI to help you repurpose long form content into other forms of
content.
Example: Using the following blog post, create a video script on
the same subject highlighting the most important aspects for
content marketers.

35. Content Expansion
Write a short paragraph or add short content like a social post, and
ask the AI to expand on it.

36. Improving the Quality of AI Content

37. 5 Ways to Refine AI Content
1.Establish quality guidelines
2.Give the AI feedback
3.Humanize the content
4.Optimize for SEO
5.Develop an AI content workflow process

38. Establish Quality Guidelines
●Use Brand Guidelines - ensure the correct tone of
voice is consistently used across all content pieces.
●Vocabulary - Define industry jargon, acronyms, or
spellings that should be used or avoided.
●Formatting - Set rules for headings, subheading,
bullet points, how to cite sources (internal linking for
web content vs printed content).

39. Give the AI Feedback

40. Humanize the content
●Simplify the language

●Make it scannable with bullet
points and white space

●Add personal anecdotes and
humor

●Add empathetic phrasing (“I
understand…” “We know…”)

41. Optimize for SEO
E-E-A-T
Experience, Expertise, Authoritativeness, and Trustworthiness

42. Develop an AI Content Workflow Process
●Fact check and edit - Proofread for any errors or
inaccuracies and ensure that brand guidelines are followed.
●Get feedback from subject matter experts - Reach out to
internal or external subject matter experts for ways to
increase originality with real life examples and improve
accuracy.
●Optimize for SEO - Review your blog content for keyword
optimization opportunities, utilizing tools that grade on
readability and originality.
●Update your content calendar - Create or update a
content calendar to track who will be responsible for which
tasks like outlining, writing, optimizing, editing, and
publishing content.

43. Add them into the chat!
Questions?