Using AI in Marketing
TLDR
A Tech Marketers Group (TMG) event discussing AI tools for marketers.
This post is written about the experience of turning this event and the notes into a LinkedIn post. There were some surprising results I wasn't expecting.
Key takeaways
Have an AI policy for your organisation
Prompting: the success of your output depends on what you have provided as an input
Check for understanding
Use emotional engagement
Experiment
We had a small, but engaged group at the April Tech Marketers Group event in Christchurch which was hosted by Lucy Pink of Contented AI in the beautiful surrounds of the Arts Centre.
The topic was AI and its use specifically for marketers.
Lucy is a serial entrepreneur and passionate AI leader. She is the director of ContentedAI (alongside Hannah Hardy-Jones), which builds AI tools for businesses, such as Business Canterbury. They have been featured in Air New Zealand’s Kia Ora magazine and Forbes. They have recently launched a spin-off stand-alone product called Satchel, an AI tool designed specifically for journalists in the United States.
Leading two AI companies, Lucy is a passionate advocate for using AI tools to make a difference in your business in a way that is cost-effective and secure.
I’ll get to the crux of the evening in a moment, but first I thought I’d share a little of the outcomes of my writing experiment.
I prompted 3 tools to write the content for me using the notes I had scrawled during the session:
Claude (free)
Gemini (paid)
ChatGPT (paid)
It should be noted that I have used ChatGPT for some time, am relatively new to Gemini and haven’t used Claude before
Claude
Claude prompt:
Transcribe this set of written notes and turn it into a linkedin post
Claude’s response
A few thoughts and recommendations around leveraging AI tools to build a successful business:
Give users lots of context and be transparent. One note mentions "Eg copy your home pg, Tell me what your co. does" - highlighting the importance of providing clear information to AI tools about your business.
Create a personal touchpoint or avenue for user feedback. A note suggests "Create a persona - inions, reply, get votes, ask qs" which could involve building an AI-powered chatbot or feedback mechanism.
Experiment with different use cases and keep iterating based on real user feedback, as indicated by "Experiment with real use cases."
Aim for a good, well-thought-out workplace culture and processes from the start, as outlined by "Perplexity - research, Chargr, gg all rounder, Copilot, Gemini - good workplace, pave up" which could refer to evaluating different AI tools and assistants.
Define core workflows early on, per the note "Miro - whiteboard/workflow" which may involve AI-enabled collaborative whiteboards and process mapping.
As businesses leverage AI for competitive advantage, some key strategies include: providing clear context, enabling user feedback loops, continuous experimentation, fostering an AI-focused culture and processes. Would love to hear other tips on effectively implementing AI tools from founders and entrepreneurs.
Observations
I didn’t give Claude the context of the session, just the notes
It did a relatively good job of transcription, but did not deliver a LinkedIn post
It provided interesting commentary of what it was seeing, such as ‘one note mentions…’ like it’s narrating what it’s seeing
It’s a free version and knows nothing about me
Data is not held or open source, which is better for security
On the converse, one of the downsides for me is that it doesn’t hold your chat history, so doesn’t learn your tone, nor can you go back and tweak previous chats (this may be different in a paid version?)
Gemini & ChatGPT Prompt
I gave Gemini and ChatGPT a little more context, including typos:
transcribe the written notes here and create as a short linkedin post as a follow up to the Tech Marketeers Ggroup meetup in christchurch with guest speaker Lucy Pink froom ContentedAI
Gemini
Gemini’s Response
Tech Marketers Ggroup Meetup in Christchurch - A Recap
I had the pleasure of attending the Tech Marketers Ggroup meetup in Christchurch last week, where we were fortunate to hear from Lucy Pink, a content marketer from ContentedAI, a company specializing in content marketing. Lucy's presentation focused on using conversational AI for content marketing, and she shared some valuable insights and tips.
Here are some key takeaways from her talk:
The rise of conversational AI: Conversational AI is a rapidly growing field with the potential to revolutionize content marketing.
Content personalization: Conversational AI can be used to personalize content for individual users, which can lead to higher engagement and conversion rates.
Chatbots for customer service: Chatbots powered by conversational AI can provide 24/7 customer service and support.
If you're interested in learning more about conversational AI and its applications in content marketing, I highly recommend checking out ContentedAI's website or following Lucy Pink on LinkedIn.
Additionally, based on the notes you have taken, here are some other talking points you can consider including in your post:
Lucy Pink's career journey from journalist to content marketer at ContentedAI
The challenges and opportunities of working in a marketing context for a conversational AI company
Tools recommended by Lucy Pink for using conversational AI, such as Perplexity, Prompting, and Sneap
The importance of creating a persona with emotions when using conversational AI
Observations
Typos were included!
It did produce a LinkedIn post
The content was relative fantasy, despite my notes:
It completely made up Lucy’s role, what Contented AI does, what the focus of the meetup discussion was, the key takeaways and the tools
As a paid tool I was quite disappointed
ChatGPT
ChatGPT’s response
Have a policy
Claude - murky writing
Mid-journey imagery
Give lots of context
eg. copy your home pg
Tell me what you think your co. does.
Create a persona w/ emotions
eg. feeling gr8, wanting the best
Experiment with real use cases
Recommended tools:
Perplexity - research
ChatGPT - good all-rounder
Copilot
Gemini - power up
Miro - whiteboard/workflow
Based on these notes, here's a draft for a LinkedIn post:
Reflecting on a fantastic meetup with the Tech Marketeers Group in Christchurch! It was an insightful session with guest speaker Lucy Pink from ContentedAI.
A few game-changing takeaways:
Policy is pivotal: Ensuring clear guidelines for communication helps avoid the murky waters of content ambiguity.
The power of context: Whether it's emulating your website's homepage or another familiar touchstone, context is king in storytelling.
Emotional engagement: Crafting personas that resonate emotionally can significantly enhance the customer journey.
Real-world relevance: Nothing beats learning from actual use cases that reflect real customer challenges and successes.
Tool Talk
Shoutout to some fantastic tools that were recommended. Perplexity for in-depth research, ChatGPT as the versatile go-to, Copilot for guidance, Gemini for an extra boost, and Miro for visualizing workflows.
Mid-journey imagery and anchoring content in a narrative that reflects our audience's path were hot topics.
Let's keep pushing the boundaries of tech marketing by embracing clarity, context, and customer-centricity!
Observations
This was the only tool that showed the image that I’d uploaded clearly
It transcribed before presenting the post
I loved the fact it wrote the post out really clearly with emojis and #
Despite the fact my Customise ChatGPT clearly states I live in NZ and want to use UK / NZ English, not American, I am constantly getting US spelling
My Customise ChatGPT also asks ChatGPT to tone down the enthusiasm, as I find it tends to be full of hyperbole and this post is still OTT for me
Summary
In summary, ChatGPT is nearest the mark for me in producing an output I can use. Claude did an ‘average’ transcription but really seemed to struggle with producing a LinkedIn post and Gemini was the most disappointing of all of them. I can’t tell if it could transcribe well, as the post it produced was pure wonderland!
**The Final Post**
We had a small, but engaged group at the April Tech Marketers Group event in Christchurch which was hosted by Lucy Pink of Contented AI in the beautiful surrounds of the Arts Centre.
The topic was AI and its use specifically for marketers.
Lucy is a serial entrepreneur and passionate AI leader, the director of ContentedAI (alongside Hannah Hardy-Jones), which builds AI tools for businesses. ContentedAI's clients include Business Canterbury and Leighs Construction and the company has been featured in Air New Zealand’s Kia Ora magazine and Forbes.
Inspired by the evening I experimented with writing this post using 3 tools to write the content for me using the notes I had scrawled during the session:
Claude (free)
Gemini (paid)
ChatGPT (paid)
The results (good and pretty ugly) are here
We had wide discussions of what tools people are using now, what’s available, the hurdles to overcome and even what tasks to give AI and which not to.
Key takeaways:
Have an AI policy for you organisation:
Some AI tools are open-source, some are within your domain
Ensure you have clear guidelines about which tools people can / not use and for what purpose
Prompting: the success of your output depends on what you have provided as an input
Act as if you are briefing an agency, partner or contractor - give background information and context
Provide examples of previous work, such your website's homepage
Check for understanding
Ask for feedback and understanding before you start
If you have copied in your homepage, ask the tool to summarise what it thinks you do
Use emotional engagement:
Channel your inner brilliance!
For example: I’m having a great day, the business is successful, I want to create a truly brilliant blog post about….
Experiment:
Try different tools and learn
Spend time on one tool to get it working for you rather than dipping into lots of different ones
Use real life use cases that are going to help your day to day work
Tool Talk
Different tools have different strengths; Lucy’s key picks:
Perplexity - research
ChatGPT - good all-rounder
CoPilot - workspace power-up for Microsoft domain users
Gemini - workspace power-up for Google domain users
Miro - visualising workflows
Mid-Journey - imagery
Claude - marketing / writing
Get In Touch
I provide leadership, support and direction for growing Kiwi tech and innovation companies as a ‘virtual’ (remotely) or 'fractional' (part-time) Chief Marketing Officer (CMO) - an affordable way to get senior thinking and direction for businesses.
If you could do with some help to grow your business, get in touch
Helen Shorthouse
Virtual / Fractional Chief Marketing Officer (CMO)