Nigel Wilkinson
Managing Director of Daneswood. Nigel has been in sales and marketing since the 1980's and run digital marketing agencies since 2000.
In the last blog, I wrote about the need to avoid using AI services like Chat GPT for your website content, as Google use their AI to spot the patterns and downrank your listings. So, how can you use AI to improve your marketing?
Actually, there are quite a few clever things it can do if you are happy to invest a little bit of time and your own expertise.
Google may mark you down for AI content, but there are plenty of places you need text that aren’t Googled. Using AI to create well-structured copy is a great way to save time, especially if creating flowing prose isn’t high on your skill set.
The key thing is that it is just a computer program (so far!) it doesn’t have your experience and expertise, so it can’t add in your knowledge, flair, or personality.
A great way of looking at this is to compare it to making paint. You go into the shop and ask for terracotta paint. The paint supplier reaches for a can of white paint, they add a couple of drops of red colour, a couple of yellow, they give it a good shake, and, Hey Presto – the white paint is now terracotta.
100% of the colour comes from 1% of the ingredients. Their experience tells them how much colour to add to get the result you want.
Using AI to generate content can be a similar process; you must add in your expertise, both in setting the parameters for what you want it to produce and then shaking it up a little to produce the desired outcome. That 1% input from you gives your content the colour your customers want!
So where can you use AI in your marketing?
- Email Marketing copy
- Social Media copy
- Direct Mail
- High Converting Headlines
- Business and Marketing Plans
- Blog Topics
- FAQs
- Keyword Research
- Google Ads text
Once you start thinking outside the box, the options are endless, but remember, it’s just a tool. And like any tool, the better you do your preparation, the better the result will be!