17 | How to Turbocharge Your Content Marketing Plan in 30 minutes with Isabella Bedoya of Marketing Pros AI

0:00Hello and welcome to Leveraging AI, the podcast that shares practical ethical ways to leverage AI, to improve efficiency, grow your business, and advance your career. This is Isar Maitis, your host. And as you know, I'm highly bullish on AI as a business lever and as a way to dramatically grow efficiency within your business. I'm also highly active on LinkedIn. And because of these two facts, I run into people who share interesting AI tips on LinkedIn. And our guest today, Isabella Bedoya, who is also known as Easy, shares amazingly valuable practical AI use cases on LinkedIn. And I'm really excited that she actually agreed to come as a guest of our show today and share some of the ways she's using and she's teaching other people to use AI in order to drive efficiency.

0:47She's also the founder and CEO of marketingpros.ai. So today's examples are going to be mostly around marketing, but it's going to be an amazingly detailed, jam-packed, step-by-step instructions on how to run a full marketing campaign creation to actual content generation using ChatGPT. I think if you're in the area of marketing, or even if you're a senior leader somewhere and you want to learn how can this dramatically change processes in your business, you'll find this absolutely fascinating. I'm sure you will want to take notes. We will share this also on YouTube. So if people want to watch the screen, because we are sharing a screen, will be able to watch that as well.

1:29But I promise you, we will go very clear and deep in reading everything that we're doing so you can still understand it and get a lot of benefit by just listening. This is going to be an amazing ride with a lot of content and hence I'm really excited to welcome Easy to the show. In the next few years, AI technology will change our world dramatically. Whether you are a business executive trying to catapult your business forward or just somebody who refuses to be left behind and want to advance your career, this is the show for you. I'm your host, Isar Maitis, a serial entrepreneur and an AI enthusiast.

2:09You'll hear invaluable practical tips from innovative business leaders, AI practitioners, and some of the brightest AI minds in our world today on how you can leverage AI in ethical ways to advance your career and grow your business.

2:27Easy, welcome to Leveraging AI. Thank you so much for having me. I'm excited to be here and I can't wait to get started. So let's really dive right in. What is the use case that you want to share with us today? And then we can go through it step by step and break it down so people can literally copy it and do it in their businesses as early as later today. Sure. So I'm going to walk you through two components. I'm going to walk you first through how to actually create your marketing strategy with ChatGPT. And after that, I'm going to show you how to actually bulk upload or bulk create on Canvas so you can create content a lot faster, especially if you're doing like LinkedIn carousels or Instagram carousels and stuff like that.

3:14Fantastic. Okay, let's dive in. All right. The first thing that I'm going to do is I'm going to add a prompt. this prompt pretty much says... So just again, just to phrase this to everybody you're not seeing, we're going to use ChatGPT for probably most of what we're doing on the show. So if you don't have ChatGPT yet, go get access to ChatGPT. But you can do similar things with other AI, large language models like BARD, and I'm trying to think of other ones that I've used. But these two for sure. First thing, first prompt, what are you going to prompt it with? Yeah, no, thank you for that first prompt basically what we're going to ask it is for audience persona so I wrote the prompt like this act as a social media strategist and just to give a little explanation you always want to give it a role when you're creating a prompt so that'll help you get the best accurate response so I said act as a social media strategist we're going to create a 30-day social media marketing strategy for Instagram TikTok Facebook YouTube and LinkedIn you can choose which platform you're gonna use if you just want to use linkedin that's fine and then first we will create an audience persona including pain points desires buying behaviors social media platforms that they spend the most time on and what type of content they find the most helpful and useful oh and what books they would like to read about this subject do not hallucinate be accurate that pretty much ai hallucinations for anyone that doesn't know this it's pretty much when ai just starts or chat GPT just starts coming up with like all this fictional stuff.

4:47It's called an AI hallucination. So if you want it to stay factual, you got to prompt it to not hallucinate. And then for context, let's just say that this is the example, right? For context, my target audience is people in leadership positions, like head of marketing, head of sales, and helping them understand how AI can create efficiencies for you. I want to pause you just for one second, because something that I do a lot with my clients and myself as well, when I go in, I sometimes use Chuck GPT to help craft that context aspect. And then what I do, I save that. I use a tool called Magical, which is like a Chrome extension that gives you shortcuts for things that you use a lot.

5:28And then I have all the context stuff that I need for different prompts that I use regularly, just as a shortcut in Chrome that I can drop in. So I can have really long context of things when I use them regularly in chats. That's just a time saver if you do these kinds of things regularly. That's amazing. Yeah. So that's basically the first prompt. What ChatGPT comes back with is the audience persona, which gives you a little bit of the demographics. So it creates a name. It gives you the role, head of marketing, age, 35 to 45, location, US. So those are more demographics. The reason why I prompted for pain points and desires though is because on marketing this is one of the things that that you learn from the very beginning is that people make buying decisions based off their emotions and then try to like justify it with logic so we want to go for like the emotional triggers what actually is going to what are they actually trying to like run away from which is the pain points and what are they trying to get more of which is the desires isar based on this does that sound pretty accurate to you so far?

6:35Yeah. So to read a few that it wrote as pain points, it says overwhelmed by the increasing demand of managing marketing team, struggling to keep up with the latest marketing trends and technologies, difficulty achieving, measuring marketing ROI. So really good pain points that are really probably the ones that are the most common for people who manage marketing. And then in desires, it wrote to optimize marketing strategies and improve efficiency to stay updated with the latest. So the flip side of what he wrote as pain points. Yeah, pretty accurate, I think. Awesome. And then we get into buying behaviors.

7:14So buying behaviors is basically the type of behaviors that they take before they make a buying decision. So this is really good for us to know. And it's also, even if you know this, let's pretend that you know all of this information, like the back of your hand, it's always good to still start your marketing thread with audience persona because you're also letting, you're pretty much putting ChatGPT on the same page as you, right? Where you might have all this knowledge about them, but now that you brought it to the forefront, ChatGPT is aware of who we're creating for in the next few prompts.

7:46I agree. And something that, again, you can do if this is still too generic and in 90 % of the cases, the first prompt and the first answer you're going to get are pretty generic. You can keep drilling deeper saying, okay, this is great start, but my persona is also this and that. And hence the first three points you wrote are less relevant, but in the other two points, I would like to drill deeper. So you can do this step several times until you get to something that is more accurate and more relevant to your very specific niche and target audience. Absolutely. Absolutely. Buying behaviors, it's talking about conduct thorough research before investing in new technologies or services, relies on recommendations from trusted sources, seeks case studies, and success stories.

8:33So basically from this, you can understand that testimonials, referrals, that's going to be very big in your marketing strategy. So that's something for you to consider that you should start, you know, if you haven't already, start collecting a lot of those, creating case studies and stuff like that. For the social media platforms, it tells you what they use each platform for. And also just from reading this, it sounds pretty accurate right like people in leadership positions they'll use instagram more for prime personal interest right for inspiration stuff like that whereas if if we jump ahead to linkedin they're using that for like professional networking industry news business related content so that alone like lets you understand okay if i am going to be on this platform i should probably show up in this manner it also gives you an insight like okay if this avatar is on linkedin and they're into industry news, you should probably integrate industry news as part of your strategy.

9:28So it's all getting to know your avatar a little bit better. When we scroll down a little bit more, we'll get to preferred content types. And preferred content types, for example, we have in-depth articles and blog posts that provide valuable insights and practical tips. So again, this is like more types of content that you can be creating and sharing if you're on LinkedIn this could be your LinkedIn newsletter you know another type of preferred content is case studies showcasing the successful implementation of AI and marketing infographics and visual summarizing complex AI concepts in the adjustable format video interviews with experts discussing the benefits and challenges of AI and marketing and webinars webinars are huge and live Q &A sessions so these are just like preferred content types that you could be creating and then lastly we have the books of interest so sometimes it'll be like fictional with the books you just have to do your due diligence here even though we prompted it for like not to hallucinate sometimes it'll just still create a random book and then you can just prompt it again and say hey i want real books real factual information but anyways in any case even if these are real or fake the titles are interesting and it gives you more ideas to create similar content.

10:48For example, the first title, it says the AI marketing playbook, strategies for driving growth and efficiency. Second one says marketing AI revolution, artificial intelligence, transforming marketing, data-driven marketing with AI, leveraging data and AI to improve marketing performance. And then there's the future marketer embracing AI and automation for marketing success. I don't know of these are real. So most likely you'll just have to prompt it one more time and ask it for like real, real books. So to pause it just for one second as a category, when you're brainstorming with any of these large language models, there are two types of things you're asking for either let's call it inspiration or brainstorming, which then there's no problem, right?

11:30You're going back and forth, throwing ideas, diving deeper, defining personas, no problem. You can do that and it's fine. When you get to the factual side of things, give me the revenue of this and that company in the last quarter of 2022, it may make stuff up. If you're asking it for names of books, it may make stuff up. So anything factual, you have to go and actually fact check before you make decisions on it. Sometimes it's right, sometimes it doesn't. And the scariest thing is it will give you seven great right things. So you come to trust that it's perfectly fine. And then the next three are going to be completely made up and you're going to look like an idiot if you go by that.

12:11So you're literally, whenever you're asking for facts, you have to go and fact check them before you move on to the following steps. Yeah, absolutely. That's a really good point. The next step here is after we have the audience persona, which is everything we just discussed. The next step is, the next prompt is, based on this audience persona, what is the best marketing funnel to generate more leads for my consulting business? So it's going to create the marketing funnel that would be a little bit more effective into attracting more leads similar to this audience persona we just created. ChatGPT made a fictional name, called it Mark Simmons, head of marketing.

12:51So basically, in the answer that we're getting now, it's creating based on five stages. We have awareness stage, consideration stage, decision stage, conversion stage, and advocacy stage. And under each stage, it's giving us ideas of what we could be doing, like social media ads, for example, content marketing, like blog posts, articles, videos, stuff like that. That's under awareness stage. Under consideration stage, you have lead magnets and webinars, right? So, So like lead magnets can be ebooks, checklists, white paper, case studies, etc. And webinars, we all know webinars are like workshops or whatever the case is.

13:32Then we have decision stage. Decision stage is more actually getting on calls with people, sharing testimonials, case studies, and stuff like that. Conversion stage is really more, okay, now we're actually getting into the proposal side of things. Having a proper follow-up and nurture campaign is going to be important. And ChatGPT can help you do all of this. It can help you craft your entire follow-up and nurture sequence as well. And then lastly, it's the advocacy stage, right? This is going to get more into the super fans of your business, that people end up becoming affiliates and the strong sources for word of mouth.

14:06So that's essentially what it suggests based on this avatar that we should be considering. And I want to pause you for one second. Do you have questions? Yeah, I want to pause you for one second again, just to add a little trick that relates to what I said earlier about fixing stuff along the way. in every one of those steps, obviously you can come and change it and give it more direction. In our industry, webinars are not a thing and we don't do these kinds of things. So we need something else or come up with a new idea, or we don't have the resources to do this and that, or we don't have a website.

14:38So we don't have blogs, like whatever the case may be, you can give it specific instructions. There's a little trick that most people don't know, which is if you continue the conversation with ChatGPT, it remembers every step of the conversation. Meaning if I want to fix something in a specific stage of the process and I just keep on querying, it will also remember the very first time we talked about it and all the stuff we wrote over there. The flip side, at the top of each and every one of your prompts, there's a little pencil icon on the top right corner that you can click and you can edit a specific prompt.

15:13So if the answer it gave you is not going to be aligned with the way you want to continue, the right way to actually continue is click on that little icon and change that particular prompt because then it will forget the thing it answered that you were not happy with. And then once you save and run it again, it will continue with the fresh data that you gave it. So the best way to curve the right path, if you want for ChatGPT to go, if you want the future next steps and hear what EZ is doing, which is amazing, is really building this strategy, one layer above the previous layer. So if the previous layer wasn't accurate, the right way to get the accurate layer is actually to edit the prompt versus to write a few more prompts because the next layer will still remember all the prompts that were there before.

15:57This is such a valuable tip because also along with that, once you edit this and let's say we change this prompt completely, the arrows will appear. So you'll still have, all your work will be auto-saved, but you'll have the arrow. So you'll be able to like toggle back and forth into separate threads. Yeah. So basically what he's saying, it remembers the history. Those arrows allow you to go back and forth between different versions of each prompt in the entire chain of communication, in the entire chat that you had. So you don't lose anything by changing the prompts, which is also a very important tip.

16:33Absolutely. And also one quick thing, when you were asked, when you were saying about how you can train it to say, oh, we don't do webinars or we don't do this instead. If you're trying to be a little bit more unique too, you could also prompt it to do less common marketing strategies, for example, and it'll give you something like more unique stuff that not a lot of people are doing. Correct. And especially if you're in BARD or if you have the chat GPT web browsing, which now everybody has, everybody who's paying has, then you can give it examples. You're like, I want to do stuff like this that I see successful people in my niche doing or people in other niches that I want to copy into my niche that nobody's doing.

17:15You can actually give it links. I want to do stuff like this. Can you give me examples of what I can do for my industry or for my kind of clients and so on? So you can be very creative on how you craft the direction you want to send it into. Yes, absolutely. Absolutely. And with that being said, the first direction that we send it into for this next prompt is we're going to take it all the way from the top. And if you remember in the awareness stage, it talks about social media ads and content marketing. So my prompt is pretty much going to say, starting with the awareness stage, let's create a seven day content strategy.

17:50And then it says the platform is going to be LinkedIn. Content strategy is going to be copy and pasted that what it created for my awareness stage. so in this case I literally just copied and pasted the first section of the last answer that it gave me which is so awareness stage social media ads a little blurb around social media ads content marketing and the little blurb that I provide around that and what this does is now it's going to based on everything that we just discussed audience persona we're talking about audience persona we're talking about content strategy and awareness stage and stuff like that it's going to create a seven-day plan.

18:28So the first one, for example, is LinkedIn post introducing the concept of AI and marketing and potential benefits for business. That even gives you like ideas. It says use eye-catching visuals and concise copy to spark curiosity. And then it gives you another idea saying you can boost the post with targeted advertising to reach professionals and leadership positions, especially, specifically head of marketing and sales. So it's giving you not the prompt, but not just the answer, but it's also giving you, or it's not even the answer yet, it's still the idea of what you should be doing. And then it's giving you an action step to go with it.

19:02For example, day two, it says, write a blog post titled, Unlocking Marketing Efficiency with AI, The Future of Business Growth. And then from there, it says, provide an overview of how AI can streamline marketing processes, improve targeting and enhanced ROI, include practical examples and statistics to support your points. So just like skip ahead. It'll give you a few more. It'll say day three, it's an infographic. Day four is going to be a short video. And day five, the news article, if you remember that industry news, right in the avatar, it said they like industry news. And then just skipping ahead, what we're going to do next is we're actually going to, now that we have an idea of what each day should be about, we're actually going to create the post for the first day.

19:51So before I go to the next section, any other tips you'd like to add, Isar? Yeah, I think the tips. I think it's amazing to see that stuff that used to take us a couple of weeks with a marketing team of going back and forth can literally take minutes or hours for one person. And what we're showing now, again, is pretty generic because we didn't give it any industry-specific, company-specific background or information or links and so on. But if you do it with giving it company data, giving it background, giving it more information, giving it examples, you will get an amazing plan that you can actually execute on that's going to be really good.

20:34And based on all the information you gave it, including all the steps and including the next step, like easy saying of let's actually generate the content. So let's go to that step. Awesome. Yeah. And to add to that, what I've done in the past too, is I'll do analyze this website copy and I'll just copy their entire funnels, landing page and stuff like that. And it'll give me so much more accurate marketing plans. Absolutely. Yeah. Okay. So creating the actual posts. So for example, it says create the post for day one. And then I just copied and pasted day one from the previous answer that it gave me it says day one create an attention grabbing linkedin post introducing the concept of ai and marketing and its potential benefits for business use eye-catching visuals and concise copy to spark curiosity then then it talks about boosting the post so basically what it first did it gave me the copy and this looks more of a kind of like a caption so it basically says it's a bunch of emojis right there's a rocket ship emoji it says exciting news alert, AI, the game changer for marketing efficiency, the robot emoji, right?

21:39They make it, they made it very emoji driven because the instructions said eye-catching visuals. Yeah. So then it says, are you ready to take your marketing strategies to the next level? Introducing the power of artificial intelligence in marketing. Now, just to pause it right there. The first mistake that I saw, I see a lot of people make is that just because ChatGPT created this awesome caption they copy and paste it and they call it a day and then they move on with their lives but if you're a reader and you're reading something like this it sounds a little too robotic right it sounds a little too formal too proper and even a little bit more like even a little salesy even though you're not really selling anything here so what you always should do is take this as a brainstorming session this is like amazing content that you can walk away with but you always want to humanize it you always want to edit the content that you're seeing you want to add your own experiences your own storytelling your own emotional connections because then chat gpt will help you like 80 of the way or 90 of the way and then it's up to you to do those finishing touches that will really turn your content into like unique content that resonates with your audience.

22:57Awesome. Yeah. I just wanted to make that quick note. I'll add something to that as well. That makes a huge difference. And again, requires some pre work, but it makes a huge difference in the outcome and in how much editing you have to actually have to do. So what I do, and again, I teach people to do that. The same thing is I went to chat Upt and said, I'm going to teach you about me. And it's like a whole chat. It's like a very long chat where I'm saying, listen, I'm going to tell you who I am. I'm going to tell you how I write. I'm going to tell you how I want to come across and how I actually come across.

23:29I'm going to give you examples of posts that I've posted. And then I tell it literally everything about myself, about my personal life, about my professional life, about the way I write, about the way I treat people, about the way I write posts. Here are a few examples, why I like them. I literally go through a very long chapter with ChatUpt. And then I said, based on all of this, write a prompt that will tell another AI language how to write like me and how to represent me in a better way. And then it writes what the prompt should be. And again, it's pretty long. It's like a page and a half long of instructions of how to write like Isar Matis.

24:06And I say, name it Isar Business. And I have one for my personal life as well. So I have Isar Business and I have Isar Personal where I train Chachupiti on how to speak the way I speak and how to write the way I write based on everything I represent and examples of how I actually wrote different things. And now when I get to this stage of writing the thing, again, I save all of those to Magical, which is this thing that saves it within Chrome. So I don't have to go and look for a Google doc and which doc did I save it as and going. It's literally right there in Chrome. And literally all I have to type is ISAR business without any spaces.

24:40So it knows this is the shortcut and it puts in this whole very long prompt that ChatGPT actually made up for me. So when I go to these stages of generating content, I say, and I want you to write like you start a business, which is, and then I put in the actual very long prompt that I have ready. So what you get is not the generic robotic stuff. You get stuff that really, the more you invested in teaching it how to write like you, the better and more personalized the outcome is going to be, which is awesome. Because then you have, and I agree with you, let's say you did 80 % of the work and now you've got to fix 20%.

25:12I have 95 % of the work. I got to fix 5%. So I invested a lot more upfront, but then the ongoing effort is significantly smaller. Absolutely. That is like the best hack to write more human, especially more like you. That's I think with, with, I recently found out about Get Magical through, I don't know if you follow Laura Barker on LinkedIn. No. Oh my gosh. Yeah. You should, if you haven't, you should check her out. She has a lot of tricks like that, tips like that, like LinkedIn productivity and LinkedIn tips. And that, when she showed me that tool, I was just shocked at how your productivity just like skyrockets with all these little shortcuts.

25:53Yeah. I've been using it way before AI was around. So I've been using it for six or seven years now for multiple different things. It's really, its name suggests it's really magical. But the combination of that with remembering segments or prompts that you want to reuse again and again is an amazing boost to what you can do with AI. Yeah. Okay. So now we have a problem. So we had, we basically initially created a persona from the persona. We created a seven day, no, we created desires and so on. From that, we created seven day plan from that. We ask it to generate the actual content for the first day.

26:26And obviously we can do that for all the rest of the days. What's the next stage? The next step is we actually want to turn it into a 15 page LinkedIn carousel. You can do less, you can do five, 10, 20. It It really just depends on what topic you want to get across. It'll create the slides. And basically, I'm just going to skip ahead because the slides there, I want to actually turn into a table. So can you mention just what the prompt was to tell us to do that? I just said, turn this into a 15 page LinkedIn carousel. Oh, interesting. So it didn't even give it instructions or break it into slides to handle it.

27:00I didn't do that. And here's why. In the past, I've done this prompt like way too many times and I've discovered that This one is better when you split it into two because what I discovered is that if I say turn this into a 15 page LinkedIn carousel in a table format using this and this, what I've discovered is that it's finicky. One day it'll work. The next day it'll give me something completely random. The next day it'll give me something I still have to keep prompting over and over again. So the best way that I found that's more consistent is just step one, which is let's actually get the content in the content written and step two which is okay like now that we have the content written let's actually i say turn and there's this one is the one that that works better turn this specific carousel when i say turn it into a table it'll just be like it'll just go to slide eight and we didn't but if i say turn this specific carousel it'll take the information from above and it'll actually use what it gave you before.

28:01So that is like the, what I found when I do this like little trick, it is a little bit more accurate. And then again, the second half of that prompt, the second half of that prompt just gives it the, what you want the table to be, right? So you said slide headline caption. So then for each slide, it gives you the slide number, the headline and the caption to use in the slide itself. Exactly. And of course, keeping in mind, like this isn't going to be accurate if this isn't accurate. This looks like there's some typos and some mistakes happening here. So you could edit and fix it, but here it already fixed it on its own.

28:35Like the numbers were off on the previous prompt. So yeah, so here is just turn this specific carousel into a table, slide, headline, and caption. And the reason why we want this table, we're going to do the second part, which is going into and creating actually a Canva carousel. So what you do is you just start from the very top. You highlight all of this. And then you just, on my computer, I'm on a Mac, so I just do command C. So you basically copy the table that ChatGPT created. Yeah. So I'm basically just hitting copy, basically. Yeah. And then from there, I take it into Google Sheets. And then here's your opportunity to edit this whole content piece.