The three main areas that are going to evolve the most with AI are:

1. Strategy

2. Structure

3. Standards

There’s a thousand ways to use AI in these areas, but there’s just a few core use cases every marketer needs to know (listed below). 

This issue of the Growth Memo is being split into two parts. 

Today, we’re going to look at Strategy and a bit of Structure. In the next issue we’ll cover the rest of Strategy and look at the Standards.

What to tell your friends about using AI in strategy and teams 👇

AI isn’t yet ready to replace content production or human roles. Instead, power up roles and output using tools that can repurpose content, give creative ideas, and scale content production with solid prompting and editing processes.

Strategy: Where to Use AI

The aim with implementing AI into business strategy is to improve efficiency and output in all areas of your business.

Below we’ve listed the main departments most marketing companies have and how to pump in some AI juice.

SEO

AI doesn’t produce publishable content (yet). But with prompting and editing processes you can guide your chosen writer tool to put out some good articles.

Know that Google’s planning on giving preference to pages with first-hand (human) experience, especially content from experts. So if you want your AI-written content to be taken seriously by Google, while your machines are writing the articles have human contributors adding original research and their expertise.

🤖 SEO Hack!: The best SEOs all agree that topical authority is the best protection against updates. To update-proof your site, create topical maps around your highest-ranking content. Use AI to produce a load of articles in large topic clusters, then edit and publish them to build a content moat around your site.

Account-based marketing

Have AI reproduce and adapt your highest-performing content, emails, and landing pages to different industries, roles, or companies to share the power of your best content with all of your clients at scale.

Performance marketing

ChatGPT is good at creating hooks and creatives. Starting from scratch takes a bit of prompting, but if you feed it with your most profitable ads and ask it to pump out some new angles and creatives, you can quickly get more assets to test.

🤖 Prompt Hack!: give AI as much info about your prospect as possible. Ask it to act as an expert marketer and provide its recommendations for compelling hooks. The reasoning it gives will give you ideas and help you understand how the AI is thinking.

Social

As we covered in a previous issue of the Growth Memo, social platforms are programming their feed algorithms to give reach to the most valuable content.

This is why it’s best to feed AI with the high-quality content you have, say a blog post, and have it produce social content from that. Instead of having it produce from scratch, which will likely fall short of social’s new high standards.

🤖 Social Hack!:To use AI to scale social content, have it convert top-performing posts into multiple variations to repost on the same platform or repurpose on others.

Email

Hooks are what make emails sell. Use AI to produce various hooks for your offer. Then you can have it write out emails for each of the hooks. With some good editing by a skilled writer, you can produce a high volume of email test variations to try out for pre-launches and campaigns. The top performers can be used in the official launch.

Product Descriptions

For companies with extensive product databases, connect your database to AI to quickly spin up product descriptions and test different positioning.

Product Marketing

Start with a product positioning brief and rapidly spin up the shell of launch campaigns and product pages. See if it increases the team’s ability to move quickly to rapidly changing product roadmaps.

Campaign Marketing

Similar to product marketing, start with a creative brief on a campaign you’re running for an editorial focus. See if AI helps you extend the offering of a campaign to include assets you wouldn’t have had time to produce otherwise.

For all of these strategies, you need a human editor or moderator to quality-check AI’s output. This is why we believe the roles AI will play in 2024 are going to be different to what most people think…

Structure: Who Will Use AI

Prompt engineers have their place, but AI is gaining a lot of training. Soon it’s going to need less prompting.

Instead of hiring prompting specialists, consider investing in AI training for your team. Everybody will need to know how to use AI at some point to scale their productivity and output.

For effective AI integration into your teams, you’ll need someone at the top overseeing production.

The Managing Editor

Managing editors will be the new prompt engineers. 

They’ll oversee the use of AI in the entire marketing team. They’ll maintain content standards to make sure all content is on brand, high quality, and suitable for its platform.

And they’ll work with the team to strategize how to increase productivity, test and optimize campaigns, and scale output.

It’s no longer sufficient to have just a few individuals experimenting with automation or content creation. 

As we step into 2024, companies need to consider their team structure, strategy, and standards holistically when harnessing AI’s power.

So be sure to join us in the next issue of the Growth Memo coming out on Wednesday the 11th, as we’ll share the key AI roles the managing editor will be overseeing. 

Plus we’ll go over the standards setting for AI within your organization.

See you then!

Inspiration for today’s Deep Dive from Jasper.AI