In 2023, artificial intelligence can write article drafts, manage social media accounts and identify syndication partners. AI tools will empower you to level-up your SEO and content marketing without replacing your human imagination or judgment. Now is the time to start integrating AI tools into your SEO and content workflow – before AI-savvy competitors begin to dominate the market. Join marketing AI expert Dale Bertrand as he shares his playbook for using AI tools for SEO and content to increase your productivity and marketing results.

1. MASTER
CLASS
Dale Bertrand
PRESIDENT
FIRE&SPARK
SEO and Content
Marketing with AI Tools
BOSTON, MA ~ JUNE 12 - 13, 2023
DIGIMARCONNEWENGLAND.COM | #DigiMarConNewEngland

2. SEO and Content Marketing
with AI Tools
Dale Bertrand | Fire&Spark

3. Agenda
⬤ Why now?
⬤ AI and empathy
⬤ AI Tools
⬤ LLMs (chatGPT and Bard)
⬤ Prompting Strategies
⬤ Example Prompts
⬤ Advanced Case Study

4. Why Now?

7. How We Got Here
1950s
Pioneering machine learning
research
1980s
Backpropagation is
rediscovered
2010s
Machine learning integrated
into everyday electronic
devices
1960s
ELIZA was created. One
of the first natural
language processing
computer programs.
2000s
Advances in hardware and
internet enabled data
collection

8. AI Forces Converging in 2023
Faster computer hardware
Better AI algorithms
Abundant Internet training data

9. AI is best at short-form content
Marketers who use AI tools will be in
high demand
Marketers will drive AI adoption
AI can write long-form content
Marketers will be replaced by AI
Management will drive AI adoption
AI Hype vs Reality
HYPE REALITY

10. Empathy is
Fundamental to
Content Marketing

12. Question Physician Response chatGPT Response
Question about
risk of dying
after swallowing
a toothpick
If you’ve surpassed 2-6 h, chances
are they’ve passed into your
intestines. Which means it can’t be
retrieved easily.
Many people can swallow
razorblades and toothpicks without
issue. In case you develop
stomachache, then don’t hesitate
seeking out an emergency room,
and remember to point out the
swallowed toothpick.
For now, they won’t be doing much.
It’s natural to be concerned if you
have ingested a foreign object, but
in this case, it is highly unlikely that
the toothpick you swallowed will
cause you any serious harm.
Toothpicks are made of wood,
which is not toxic and poisoning.
However, it is possible for a
toothpick to cause injury if it
becomes stuck in the punctures the
digestive tract. However, this is
unlikely to happen with a dull,
cooked toothpick that is only 2 cm
long.

13. - Jessica Kelley, M.S.N, Human Longevity, Inc.
“ChatGPT responded with nuanced
information that often addressed
more aspects of the patient’s
questions than physician
responses”

15. - Christopher Longhurst, M.D, Chief Medical Officer, UC
San Diego Health
“ChatGPT can efficiently draft high
quality, personalized medical advice for
review by clinicians”

16. has reached a
tipping point for
many marketing
tasks

17. AI Tools

18. GPT
Generative Pre-trained Transformer

19. ood Logo?
GPT

20. User Input Result

21. User Input Result

22. User Input Result

23. Large Language
Models Are More
Useful Than You
Think

27. Source: https://www.jasper.ai/blog/ai-business-trend-report
Survey: Benefits of Generative AI

28. AI Writing Use Cases
You will need a
different AI
strategy for
different types of
content

29. How Can AI Help Writers?

30. Using chatGPT for Content
• Generate topic ideas
• Do research
• Generate an outline
• Generate questions for Q&A
• Summarize research sources
• Generate bulleted lists
• Rewrite sentences/paragraphs

31. Issues with Large Language Models
• Inaccurate output
• Compensating artists and writers
• Prompting can be difficult
• Privacy considerations

32. Prompting
Strategies

33. ROLE – You are a marketing copywriter…
TASK – Write recommendations for …
STYLE GUIDE – Employ vivid imagery…
EXAMPLES – Here are some examples of…
Layered Prompts

34. ood Logo?
Role

35. ood Logo?
Task

36. ood Logo?
Style Guide

37. ood Logo?
Examples

38. ood Logo?
Do You Understand?

39. ood Logo?
Be Specific

40. Values-based Prompting
• You are my marketing copywriter
• You will write an announcement email for our new
SEO service
• Here are my values: (1) (2) (3)
• Here are some facts about me you should weave
into the announcement: (1) (2) (3)
Give chatGPT your values and tell it when it violates a value.

41. Examples

42. Generate a Comparison Table

43. Generate a Comparison Table

44. Generate Converting Keywords

45. Rewrite a Sentence

47. chatGPT:
Landing Page Copy

48. More AI Tools for
Content

49. Chat With Any Document
chatGPT.com Sharly.ai

50. Chunk Storage
(embeddings)
Chunks
Uploading Documents for Retrieval

51. Prompt
(question)
GPT-4 Answers
Chatting With Your Documents
Chunk
Storage
(embeddings)
Relevant
Chunks

52. What Makes a Good Logo?
Harvesting

54. Templated Content
● Scale
● Traffic
● Conversions

56. Case Study:
Mass Personalization

57. Bruce Weaver, Founder
Waves Market, Inc.

58. 10 Positive Responses
1015 Emails Sent
55 Positive Responses
297 Emails Sent
Template Email
Response Rate
AI Email
Response Rate
19%
1%

59. Prompt
GPT-4
Personalized
Email
Recommendations
Database
Similarity
Search
Relevant
Recommendations
LinkedIn Business
Profile

60. Personalized Email Copy
(Result: Positive response)
Our approach is to engage micro-influencers who genuinely love your
products, potentially sparking viral moments that can only come from true
authenticity. Here are a few campaign ideas we brainstormed:
1. "Jet-Set Hamptonite Style' - Fashion influencers showcase B&C’s
unique product mix for a luxury lifestyle.
2. 
"Exclusive B&C Creations" - Influencers highlight Blue & Cream's
private label designs, promoting their exclusive clothing items.
3. "Hamptons Chic Moments" - Lifestyle influencers share their
Hamptons experiences featuring Blue & Cream's versatile clothing for
various destinations.

61. Resources Guide:
AI Tools for SEO
and Content
Marketing
dale@fireandspark.com
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