Marketing at the Speed of AI - Tools & Strategies with Generative AI

© Laura Rich /in/laurarich
GenAI tools to
create marketing
assets & campaigns
by Laura Rich
presented at
Oct. 14, 2023

How do you get
started with
genAI, when…
So. Many. Tools.

You don’t need them all.
Find a few you love.
(with a little help from this workshop)

This workshop will focus on a
handful of the most
effective tools and walk
through several examples of
applied AI for marketing.

GenAI tools
Video
Runway.ml
HeyGen
Synthesia
Pictory
Text
ChatGPT
Claude
Perplexity
Jasper
Images
Midjourney
DALL-E
Ideogram
Stable Diffusion

ChatGPT
Text
ChatGPT
Claude
Perplexity
Jasper
NTK:
● It gets things wrong (“hallucinates”)
● It’s old (trained on pre-2022 data)
● It can write, sure — but also analyze, brainstorm,
translate, write code & more
● It’s been trained to understand humans – so talk to it
as you would a human
● Continues to add advanced features such as Vision,
Advanced Data Analysis, Plugins

Prompting tips: text
➔ Goal
Convert potential customers
➔ Role
You are an expert marketer
➔ Action
Your task is to write Instagram captions
➔ Context
Include the [provided] author, hashtags, links,
bio
➔ Execute
Write captions for this video. [provide rules and
parameters, such as points to hit, tone of voice,
etc.]

ChatGPT prompt: social
media strategy
Role: Marketing manager
Action: Create a campaign
Context: Company, product, partner,
platform
Execute: Plan, challenges, metrics

ChatGPT: series The best results come from a
series, each building on the last,
educating the model with each
subsequent prompt.

You are an expert ghostwriter,
world-class at capturing your client's
authorial voice. You are also an expert
in natural language processing. Below
is an [email/blog post/document]
written by your client. Please use
natural language processing to create a
paragraph that describes key
characteristics of your client's voice, so
that an LLM could write in a similar
voice using only the paragraph as
input: [Paste a sample of your writing]
You are still an expert ghostwriter. You
already have a natural language
processing analysis describing the
client's authorial voice. The client has
indicated that they also like [person
whose voice you admire, eg. Robin
Sharma, Oprah Winfrey]’s voice and
character, so please mix in 15% of
[person you admire]’s writing style].
Can you please write a [blog, article,
newsletter] to [desired outcome of the
content].
1. Distill your voice 2. Write in your voice
Case study:
Thought leadership blog post
Source: Dr. Jeremy Nguyen, Forbes post

You are an expert in the [your industry]
industry. Create a numbered list of 10
conventional wisdoms commonly
communicated to [your target audience]
looking to [audience’s goals or frustrations].
Then ask which numbers I think are unhelpful
for my audience’s goals. Interview me, one
question at a time, pausing for my answers, to
find and distill my unique perspectives. The
final output will be a bullet point list of my
contrarian perspectives, the results I achieved
from holding them, and how they differ from
conventional industry wisdom. Start by
showing me 10 conventional wisdoms.
Your job is to interactively simulate the
conversation of a writers’ room with me, the
user. The staff in the writers room are: [enter
your own choices]. The job of the staff is to
brainstorm ideas of scenes and real
experiences of mine that relate to the topic I
am writing on. You each propose scene ideas,
and then ask if I have experiences that fit
those general ideas. OUTPUT FORMAT
{{[Writer]: [Short comment or idea. Typically
only 1-3 sentences. Includes a question about
whether they have a personal illustration. Also
includes an example in quotes of what a
sentence might look like].}}
3. Distill your POV 4. Find relevant experiences
Case study:

You are an expert, world class ghostwriter. You now have 3 sets of
information from your latest client: (1) an NLP analysis describing the
client's authorial voice, (2) a list of their perspectives that run counter to
the prevailing industry wisdom, (3) a list of personal experiences and
anecdotes that relate to [topic of the writing]. Please use (2) and (3) to
propose an outline of a [blog, newsletter, set of tweets] to achieve
[outline the objective]. After we revise and agree upon the outline, I will
then ask you to write the first draft using (1) to emulate the client’s voice.
Final prompt: Write with your voice, POV, experiences
Case study:

Midjourney
Images
Midjourney
DALL-E
Ideogram
Stable Diffusion
NTK:
● It generates images based on text inputs
● It lives within Discord
● It does faces better than most others
● Some of its dataset may contain copyrighted works

Prompting tips: images
➔ Describe the subject
A majestic lion standing on a rock
➔ Include adjectives
…with golden fur and a ﬂowing black
mane … mossy rock
➔ Lighting & background
…at sunset in a busy city
➔ Camera shot type, photo styles
… cinematic close-up, shallow depth of
ﬁeld

Midjourney
a mascot of Ollie, a young owl who has unfortunately
been bullied and roughed up by some mean owls in
her forest home. Poor Ollie is now sporting some
ruffled, disorderly feathers as a result of the
mistreatment. Her normally smooth, sleek plumage
has become ragged and is missing in patches where
she was pecked at or pulled on. The feathers stick out
haphazardly at odd angles, making her look quite
disheveled. She has a somewhat disconsolate look in
her wide yellow eyes, with her head drooping a bit and
her wings sagging. Her injuries make it more difficult
for her to fly fast or smoothly. But Ollie does her best
not to let the bullies get her down too much.
Underneath those messy feathers there is still a heart
of gold. She hopes the other animals will look beyond
her appearance and get to know the real Ollie. Our
design should capture her resilience along with her
current state of damage and disorder from the
bullying. A sympathetic portrayal would allow viewers
to connect with Ollie and root for her recovery both
emotionally and physically from the trauma of being
bullied.

Midjourney
A close up portrait photograph
of a beautiful young woman with
long blonde wavy hair, bright
blue eyes, light makeup, a
radiant smile, and a yellow
flower crown. Photorealistic
and extremely detailed.

Runway.ml
Video
Runway.ml
HeyGen
Synthesia
Pictory
NTK:
● It can generate video based on text, images, or video
● It also works as a video editor for existing footage
● Generates videos up to 18 seconds long

Prompting tips: video
➔ Style
➔ Shot
➔ Subject
➔ Action
➔ Setting
➔ Lighting

Runway

Thank you!
Laura Rich
Content Marketing Leader
Generative AI Power User
laurarich5@gmail.com
Join the AI in Marketing group on
Meetup & LinkedIn! (search for “AI
in Marketing RMAIIG”)

Marketing at the Speed of AI - Tools & Strategies with Generative AI

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