Speaker 0: Hello, everybody. Welcome. Let a few more people feed in. Uh, while we’re getting started here, I do want to go ahead and introduce Amber, who’s gonna be leading our session today on generative AI for content marketers specifically. Um, I am moderating today. My name is Gray Idle. Um, I’m based in Birmingham, Alabama. I’ve worked at Sercante for about a year and a half. You may have seen me moderating a couple other sessions. Hopefully, yes. Uh, but I’m gonna be posting a few housekeeping notes in the chat here in just a second. But just to keep in mind, yes, these sessions are all gonna be recorded. Uh, you will get those on demand after the event is over. But if you have a question during this, uh, session, feel free to post it in the q and a section, uh, on the right hand side. You can see those different tabs. Um, we will make sure that we get to all those questions. We’ll probably save some of them for the q and a session at the end. But I’m gonna go and pass things over to Amber, and we’ll get started.

Speaker 1: Right. Thank you, Gray. Uh, so my name is Amber Jurier Amel. Um, I’m on the team at Circante, and I’m the content strategist. So what that means is I leave the spot, which is our content engine, and I, um, lead the client copywriting services that we provide. Um, so I got my start as a copywriter and an edit editor working for enterprise level companies, um, and I was also moonlighting as a journalist at the time. Um, I went full first force marketer for a couple of years, and now I’ve kind of combined both passions as a content marketer at Circante. So before we dive in, I just wanna thank everybody or thank all of our sponsors, um, because without our sponsors, we couldn’t do this whole, um, Marjorie Lynn thing. Circante, Salesforce, Stencil, PFL, Gridmate, uh, the spot, and Fionta. So here’s what we’re gonna be talking about today. Um, we’re gonna go over why we’re here. We’re gonna get friendly with generative AI. Um, we’ll talk about how you can use it like a calculator. We’ll dive into the tools that I use the most, uh, a few use cases. We’ll talk about how to avoid the risks that, um, come with using these tools, and then we’ll bring it all together. So, ultimately, these are our goals. We want you to feel good about using, um, AI tools in your day to day workflows. Uh, to do that, we’ll understand what the tools do, and we’ll look at good use cases, um, and some of the bad use cases so you can avoid risks that go along with those. Um, and, ultimately, the goal is that we want you to start using these tools today. So the whole reason why we’re here, what what inspired me to create this session for everybody? Um, I was replaced by AI. Uh, so my job from 2011, I realized that AI can now do that job. Um, back then, I was a brand quality insurance reviewer for an enterprise health care organization. Um, the company had really strict branding guidelines that we had to follow, and I was kind of, like, the company’s last line of defense before publishing content. And the company had, you know, little nuances that every piece of content had to follow. Like, they had preferred terminology, like, using health care as two words. Um, they had all of these sub brands and products that had service marks, and we had to make sure that all of those products used the the correct service marks. Um, all URLs had to be bolded throughout all content. So then, um, ten years later, it all kind of came full circle. Grammarly figured it out. Grammarly for business does this now. Uh, so Grammarly is a client of Serfante’s, and, um, they have a product called Grammarly for business. Um, we have to launch a campaign for them, and I realized that that tool, Grammarly for business, does exactly what my old job was. Um, the tool is programmable that it can match any company style guide. So all those little nuances that I had to check for as a QA reviewer, uh, Grammarly for business does that. It also kind of takes it a step further. If you have average writers on the team, um, it helps them to follow those brand style guidelines. So let’s back up a sec. Which generative AI? What are we talking about here? Um, so there’s a few other sessions at MarDreamin that are kind of diving deeper into what the Salesforce tools can do with generative AI. But we’re gonna kinda zoom out a little bit and look at the big picture and how these tools fit into an overall content marketing strategy. So what is generative AI? Generative AI uses machine learning to produce content through natural language prompts. Uh, you basically tell it what you want it to do, and it’ll give you whatever you asked for, more or less. So the way that they work is they’re these generative AI models are fed vast amount of content, uh, data, and then that data is used to produce new content. Um, the big ones that I use are ChatGPT, Claude, and Bard. Um, but there’s lots of tech tools that are integrating generative AI models into their existing products, um, like Salesforce and, uh, some others that we’ll talk about later on. So how is AI or how is generative AI integrated with Salesforce tools? Um, this is not a new thing. Salesforce, uh, Mark Benioff declared Salesforce as an AI first company in a company in an internal memo in 2014. Um, so Salesforce, Einstein is AI based. So if you’re familiar with Einstein, it’s been around since 2016, and it’s based in AI. Uh, but then recently in 2023, Salesforce introduced AI cloud. So what AI cloud is is it’s kind of like a blanket term for this suite of tools that includes Einstein that it unites Einstein with ChatGPT across all clouds. So when we talk about OpenAI, um, ChatGPT, Claude from Anthropic, those are public data models. When we talk about customer three sixty platform, data cloud, these are private data models. So what Einstein GP does is it unites the public data models and the private data models. So why are marketers kind of sketchy about using AI? If you’re like me, maybe you’re thinking it’s taking jobs away from real people, maybe. Uh, some people are afraid of them because the output isn’t trustworthy, um, and there are copyright infringement complications, uh, and also data privacy concerns. And these are all super valid, um, points that people bring up. Um, you can drop anything any other reasons you might be sketchy about it in the chat. So now we’re gonna get into the whole reason why we’re here. Uh, Uh, how is generative AI the calculator for content marketers? So like the calculator, it’s something that has been kind of built on over and over again, um, for many years. It’s been around for a long time. Uh, the smart people of the world have been at it for a while to get us where we are today. Um, and like the cal like the calculator, it’s taking time and iteration to get it to a usable state. In the past ten years or so, huge advances have been made, and that’s where we get generative AI tools that we’re talking about today. And the way that you can use it, like a calculator, is that it’s gonna take all of the manual work out of content marketing so that you can focus on the things that a human needs to touch. So a big, uh, uh, a rule of thumb that I always follow when using these tools is you need to start with a human idea, and then you use generative AI to do the legwork. Um, it’s gonna automate the process for you and make everything go a lot faster, faster, just the way that a calculator would for

Speaker 0: a mathematician.

Speaker 1: Alright. Gonna go through a couple of good use cases for generative AI. Before we get into these use cases, though, I kinda wanna back up a bit. Before you, um, start implementing this, uh, there’s some things that you have to do to make sure that you’re doing it the right way. So first of all, you can go ahead and start playing around with these tools to get a feel for them. But before you start using them at work, you need to do these things. Um, you need to lay out a strategy, define the tools that you’re gonna use and how you’re gonna use them. You also need to define who will use them and the types of projects and assets that you’re going to use them for. Um, you definitely have to document it, um, and this can be a simple Google Doc. It doesn’t have to be anything complicated. But then really important step that you can’t miss is you need to get input from your team. Um, talk to leadership, any compliance and legal reviewers you may have, um, because they might have some kind of insight that you haven’t been thinking about before using these tools. And if you work with clients, you also need to let them know that you’re gonna be using these tools to produce content. Um, and most importantly, you’re gonna have to revisit and revise that strategy often because these tools are constantly changing. We’re using them in new ways. New tools are being introduced, um, and generative AI capabilities are being integrated with all kinds of tools that you use now. So here’s some of the ways that generative AI solves content marketing challenges. Um, a lot of these are things that, you know, Circante clients come to us with all the time. They need help with their content, um, and just we’re gonna walk through some of the use cases that can solve these problems for you. Uh, so if you don’t have enough resources on your team, you can use generative AI to do your research, create your outlines, and produce SEO elements to go with your content. Um, if you’re worried about quality issues with your content, generative AI can help you to create consistent quality. Um, there’s a lot of paid tools for these, but there’s also some free some free tools that you can use to do this as well. Uh, competition from similar creators. This is gonna help you to focus on differentiation rather than content production. And if you have low engagement with your content, this is gonna help you to pull the promotional assets, make sure that you’re sending your messaging out into the world, and also add SEO elements to get people onto your site. So good use case one, not having enough marketing resources. Um, so here’s an example prompt that you could use to, um, do the initial research when you’re creating a content piece. So I use generative AI to help create this presentation, and here’s a prompt that I use to just kind of, um, come up with something to get words on a paper. Uh, of course, this is not what the final product would be, but it’s something to do some brainstorming to get the ball rolling a little bit. Um, the prompt is tell me why generative AI is helpful helpful to content marketers on small teams. And it gave me this list, and I just kind of use this list as a basis to, uh, get things started. So another use case. Building content outlines. This is another pretty basic one, but still kind of a game changer if, you know, getting words on paper is something that you shudder to think about. So the example prompt is create a content outline for a blog post that explains how to use generative AI chatbots to build content outlines for marketing content. Um, so this just gave me a very basic outline, something to follow. Maybe I would add to it. Maybe I would take things out that just don’t make sense, and that’s where the human brain comes into play. This one is another big one. So, um, if you’re a content marketer and you’ve ever joined a team where you have lots of content on your website, but nobody’s ever added meta descriptions, nobody’s ever thought through titles, anything like that. Um, this can help you to kind of do an audit of your entire site and create new meta descriptions based on your keywords. Um, and it’s just gonna automate that process and make it really easy. So there’s two different ways you could do this. Um, for this example, I used Google BARD. Um, and Google BARD, the advantage of using that is that it can analyze web pages in real time. If you don’t wanna use Google BARD and you’re just publishing something for the first time and you wanna generate meta descriptions, you could use ChatGPT or, uh, Claude from Anthropic and just copy paste your content into it, um, rather than using the web page URL. So something really important to remember here, though. Um, generative AI isn’t going to tell you what keywords to use. That’s something that you and your team have to figure out yourself. You can’t ask Generative AI to tell you what keywords to use in your page. So use case number two, ensuring consistent quality of your content. So here’s an example from Grammarly using Grammarly Go. You can have people on your team. I’ll make sure that they use this. If you have somebody on your team who’s, you know, the the wordsmith, the editor, they can’t they don’t have time to look at every single piece of content that goes through the door. So if you get all of your team to use something like Grammarly, um, and have them scan everything before it goes out, this can check for things like clarity and correctness. Um, so while a lot of, like, Google Doc editors, Microsoft Word editors, they’re looking for correctness, they’re not also looking for clarity. So that’s kind of the advantage of using Grammarly Go for that. This next example, um, the Hemingway Editor. Um, so I used the Hemingway Editor as an example for an important reason. It suggests, um, new ways to write things based on reading grade level. And if you work in an industry where plain language is very important to you, um, where you have to write to a certain grade level. So in a past job life, I had a job where everything that we wrote had to be written at a sixth grade reading level so that it could be easily digested. So I spent hours and hours just rewriting sentences to get things down to that sixth grade reading level. So something like the Hemingway editor would have been a game changer, um, just because instead of having to keep wordsmithing, checking the reading grade level, this kind of automates that whole process for you. And there’s a free beta version, uh, available now, but there’s also a paid, um, a paid version of it. So this third example of ensuring consistent quality of content, um, this is something you could use any of the chatbots to do. Uh, and I use kind of a goofy example. But you could take it’s more manual, but you can copy paste an entire piece of content. And let’s say you want it to be more conversational. Maybe you have a writer on their on your team who writes things in a very academic kind of way. You can copy paste the entire body of content into one of these bots and say, make this more conversational. Um, of course, you wanna read through it before you publish it, but it’s gonna make that process go a lot faster than manually going through and making it sound more conversational. And this is a funny example where I asked it to make it sound like a pirate wrote it. So it’s fun to play around it if you wanna do that. So this third use case, competition from

Speaker 0: similar content

Speaker 1: creators. This is a a game changer for a lot of people, I’m sure. You can use Google BARD since it can analyze pages in real time. You can ask Google BARD, um, to tell you what SEO competitors there are for your niche, your company niche or a keyword, uh, and it’ll just automatically pull up a list of companies. So as an example here, um, I put in, uh, Salesforce marketing consultant because that’s what Circafe does, and it gave me this list of our, uh, SEO competitors. So I can take this back to my team, and we know to keep an eye on these particular companies. This is another another big kicker for me. Optimizing content for SEO to rise above your competitors. Um, this is another use case for Google BARD since it analyzes pages in real time. Um, I use the prompts on the screen there, analyze the on page optimization of, and then you insert your web page URL for the keyword, and then you insert your keyword, uh, with the goal of increasing the page’s ranking. So you put that in. You put the web page URL in, and it’s gonna give you a list of exactly what you need to do, um, to optimize that page for SEO. Um, the one thing, though, to reiterate, um, it can tell you how to optimize your page for keywords, but you need a human to determine what keywords you’re putting in there. So another good use case, if you have low engagement with your content assets, can use it to generate the promotional content. I use it all the time for this now. Okay. So you can plug human written content into the box, uh, and use that to generate the promotional materials. So as an example, um, I use Google Bard for this, but once again, if you don’t have your page live, you’re trying to promote something that isn’t live yet, you can just copy paste the entire body of content into the chatbot. Um, and you put this, uh, prompt in. Write social media posts for LinkedIn, Twitter, Facebook to encourage people to read the blog post on this page. Um, and then Google Bard. It’ll give you this whole readout. I didn’t even put character counts in there. Google Bard already knows what character counts, uh, are required for different social media platforms. And it even suggested some hashtags that I could use. So this is a big one. If, you know, you spend all this time creating content, last thing you wanna do is have to write all of the social posts and everything like that to go along with it if you’re on a small team. And this final use case, um, tweaking your content strategy inside the tools. And this is a Salesforce specific, um, use case. If you, uh, if you’re a marketing cloud engagement user, these features are available to you now. Um, you can use it for journey optimization, content creation. Um, like, it can the example here on the screen, it’s a landing page where you can use a natural language prompt to say, hey. Build me a landing page, and then write some copy for it. Um, and that’s something that’s available now. Um, and then I know that coming in, I believe, February 2024, we’re gonna be getting some similar functionality for account engagement. Um, but right now, there are some a generative AI features available for account engagement users, including scoring, key account identification, and insights. So how do we avoid the risks, um, that go along with using generative AI for content marketing? So these these tools can generate harmful, inaccurate, or biased content. The tools are still in the infancy stages, so you need to proceed with caution. Um, a rule of thumb is only use the tools for things that you yourself can verify. Um, Um, you need to always have a human review the output. If you’re asking the tools to do things that are outside of your expertise, then you’re kind of towing that line of risk. Um, and if this is something that could affect your company, uh, it would be a good idea to add add a blurb about the use of generative AI to your fine print wherever that may be. So another thing that you need to keep in mind is these schools may be pulling copyrighted materials to generate answers. Um, if that’s something that also is a concern to your company, you can save your prompts while you’re building your campaigns and track your responses just in case somewhere down the line a copyright claim might come up. So here’s a bad use case. Uh, allowing generative AI to take the place of human expertise. This is something you should never do. So for this example, I asked generative AI to write a twelve month content calendar for my Salesforce consulting company, uh, uh, that focuses on marketing automation and strategy. So while it gave me a content calendar, this isn’t anything usable. Uh, the content calendar is it’s not realistic, and it’s pretty generic. Um, it also it includes strategic things like a content that a content calendar should have, like community engagement, diversity of content types, and timeliness of monthly content themes. But the plan doesn’t take an into account the actual business or audience needs as well as company resources available or messaging goals. It’s also not thinking about things like market trends, competition, and long term goals. Another risk that you can face while using these tools is sacrificing quality to increase quantity. I think with the rise of these tools, we’re gonna see, uh, the rise of crappy content, unfortunately. Um, it’s really easy to just churn out content like crazy now. And if a human’s not doing what they’re supposed to do with that content, then it’s gonna be bad, and your people are gonna notice.

Speaker 0: Um,

Speaker 1: also, there they can edit your content, but there’s certain things that only a human eye is gonna notice. Um, some of the data that the tools might be pulling to create your content might be outdated. It might lack essential information about your business model or your audience needs. And the tools can’t create meaningful experiences with your audience because they don’t know your audience like you do. So another bad use case, um, asking generative AI to create entire content drafts. I I’ve seen a lot of these, especially on social media. A lot of people, um, like, long form LinkedIn posts, things like that. Um, you’re just gonna sound robotic. There’s no human element to it. There’s no personal anecdotes, anything like that. Um, so a fun story. Um, I tried to do this for, uh, a campaign that we launched through Circante over the summer. Um, I was just kinda strapped for time. I asked generative AI to to write all the copy for an email marketing campaign. Um, I handed it off to a teammate, and the comment was, it sounded like a ShamWow commercial. And then I looked at it again, and I completely agreed with them. And I will never do that again. So I don’t recommend that. So, finally, um, avoiding AI risks. Uh, so these tools are not secure. You have to be mindful of what information you put into the public box. You need to review the guidelines if your company has those defined, and keep in mind that the chat bots are not secure. The the information that you put into them can be analyzed by the creators of the bots. And the bots, they’re they’re susceptible to data breaches. So pull it all together. When to use it? Use it to take shortcuts, but always start with a human idea. What tools should you use? The stand alone models are super powerful, so get comfy with those. Um, but also tap the functionalities into the tools that you already use. Um, and when to avoid using it, never use it to replace human expertise. Chances are people can’t people can tell you’re using it if you ask it to do everything for you.

Speaker 0: Amber, we’ve got one question here. Yes. Amanda asked, is there a different level of Google BARD that is needed to do the generative promotional content? The one that you had in the example, because she said I just tried it, and it’s telling me it can’t help.

Speaker 1: Oh, um, maybe it’s a I used all free tools for these examples. So if it’s not working, it might be are you using it to to use a live website? I know that it can’t analyze things like video. I tried to do that, and it doesn’t work. Um, but Google Barge should be able to analyze a live web page. Maybe you have to be logged in. But, yeah, I’m not using any kind of paid versions for these.

Speaker 0: I think that’s our last question at the moment, unless anybody else has anything. Thank you all for joining. Uh, thank you, Amber. Uh, I did just post a survey if you’ll please fill that out. Otherwise, we’ve got about fifty seconds left here. Uh, and I think we’ve pretty much captured captured all of our questions.

Speaker 1: Sweet. Thank you, guys.

Speaker 0: Thank you all.

Speaker 1: Yeah. Enjoy

Speaker 0: the rest of your day. Bye. Bye.