022 - Mastering AI For Content Creation: It's Not All About The Prompts

AI is here to stay, which makes understanding how to use it effectively is essential. This was the focus of our discussion when Frank Prednergast, Brand Consultant and Digital Marketer joined me to take a deep dive into the transformative world of AI-driven content creation. 

Topics included:

 🔹Common mistakes people make when creating content with AI. 

 🔹Getting results from AI is not about using the latest prompts. 

 🔹How to teach AI what your company is about and why it’s important. 

 🔹Why using AI as a virtual assistant is a great strategy. 

🔹And a Framework to improve your results when working with AI.

Download 25 Content Creation Ideas To Kickstart Your Social Media Posts  (Click Link Below)

🔷 Thank you for listening. I hope you found this episode insightful, educational, and inspiring. If you did, don't forget to hit that Follow to keep learning and growing with us.

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⏬ Download 25 Content Ideas To Kickstart Your Social Media Posts (For People Who Don't Know What To Say (It's Free) Click here to Download

➡️ Need more? Check out the 200+ videos on my YouTube channel Click here for my YouTube channel

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For additional insights, follow Annette Richmond and Black Dog Marketing Strategies on social media.

LinkedIn: https://www.linkedin.com/in/annetterichmond/
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Transcript

Speaker 1: 0:45

Hi, I'm Annette Richmond. Welcome to Content Marketing School, where we will dive into content marketing strategies specifically for coaches, consultants and entrepreneurs. Discover how effective content marketing can elevate your brand and grow your business. And if you enjoy the show, don't forget to hit that follow button. Well, hello out there. Welcome to Content Marketing School. I'm Annette Richmond and I'm so excited to be here today with you, frank, to talk about this topic. You know we met, I think, through you were a guest on a mutual friend Jillian Whitney Show and we chatted a bit and I had you on my other show talking about AI. I think we talked about and we've kind of gotten to know each other. You know on LinkedIn over that time as well, and I'm so excited to have you here to talk about this topic because it's kind of a hot topic right now, with people loving it and people hating it. So let's start by for anyone who doesn't know you, please tell them a little bit about who you are and what you do.

Speaker 2: 2:00

Sure, yeah, and it's. Thanks, melian, for having me back on. It's great to be back chatting with you. My name is Frank Prendagast, I work with my wife, marcy, so you can find us at frankenmarcycom, easy to remember, and we have small businesses rise above the black through a blend of brand strategy, content, marketing and conversion, copywriting, and obviously lately we've been you know, for the last over a year now, I suppose we've been very much looking at like how AI can help us to do that, which is what brings me here today.

Speaker 1: 2:38

Yeah, you know it really is. It really is quite something. I actually had open AI whatever it was called open AI before it launched as chat chippy tea, and so I was lucky to be able to get right in when they did put it up. And you know, as I said, I'm excited to have this topic with you. I love AI. I use chat chippy tea probably daily or almost daily. I use it for brainstorming and outlining and summarizing and all kinds of things like that. And, as we were talking a little bit before we went live, you know there are some people who are really embracing it and others who, you know, hate it or afraid of it or whatever. So let's jump right in and share, if you can share, a few things that people are doing that they shouldn't be. I know I see people, you know, creating blogs and posting them, but I'm guessing that's one of them. But what? What? Tell us a little bit about that and what else?

Speaker 2: 3:44

Yeah, I think that is the huge one.

Speaker 2: 3:45

I think, you know, when people first hear about the opportunity that chat, chippy tea or any other kind of AI text generator offers, the first thing they think of is that is outsourcing all of their content to AI, and I think that's a huge mistake, because I don't read.

Speaker 2: 4:05

I don't think that's where the huge value is. There are certain types of content that you can do that for, but I would call that kind of low complexity content or low impact content, stuff, you know. But anything, anything that you want to have a real impact with your audience, you I don't think you can just outsource it to AI, and I think that's the huge mistake people make is they go oh, everyone's using AI, they hop on, they ask it to create a piece of content and they publish that piece of content and, as a result, we're seeing a lot of mediocre content, really black content and a lot of it, and I think we'll see a lot more of it before before things get better. But, that said, I think there is. You know, there is absolutely a much, much better way to use AI in order to elevate your content, rather than to have it dragged down into the into a blast state.

Speaker 1: 4:59

Yeah, I agree with you. I think that's one of those kind of almost a race to the bottom, and to me it's like Pablum, you know, and I and you can tell, because for when I read Posts like that they really don't really have much personality and I would think I mean I want people, hopefully, if they read something I wrote, to know that I wrote it. I mean, if they know me, they they know that it will sound like me and I don't know. Some people say it's all about the prompts, but I don't know what do you say about that? The idea that you know I create these prompts, they work for me, and then I sell them or share them or whatever, I don't know, that doesn't seem like a great idea, but what do you think?

Speaker 2: 5:38

I totally agree with you. I don't. I think I think putting the emphasis on prompts again is kind of the wrong. It's the wrong emphasis because, yeah, it makes it seem like if you craft the perfect prompt, that the AI will be able to Generate the perfect output. And very rarely does it work like that and and in fact I you know it's gonna it's going to come up with different content every time anyway, so your mileage from any given prompt is going to completely vary, and so it's much more important.

Speaker 2: 6:13

You know, I was having this discussion with someone the other day about you know, people talk about prompt engineering and we were saying, actually, for most businesses I mean, if your, if your entire focus is on Implementing AI or your business, then yeah, maybe you could really get stuck into prompt engineering and really figure out some Key prompts that you use again and again.

Speaker 2: 6:35

Again, for most businesses and for most Solarpreneurs or small businesses who are trying to manage their own marketing and trying to, you know, and developing their own content. What's much more important to focus on is just communication skills, because if you communicate effectively with and let's just talk about chat you BT, I think it's the the simplest and it's it's the best tool, as far as I'm concerned, out there anyway for small businesses. If you learn to just communicate effectively with chat you BT, you will get 80% of the benefit. Now, once you learn to communicate well with it, then maybe you could get another 20% out of really diving into prompt engineering and fixing your prompts. And I have a kind of a I have a kind of it like a six a six point framework that I offer to people In order to kind of get the most out of chat you BT. So maybe I'll just run through that quickly and we can maybe dive into some of those points then that would be awesome, that'd be awesome.

Speaker 2: 7:33

So the first one is simple and but it's probably what it's, so it's still so important and it's still something that I think people are missing, especially as they kind of come to AI. You know, when they first come to AI and that is Number one is be the expert. So you have to be the expert because you have to be able to assess the output and and Chat to BT and all LLMs at the moment are. They still have a what they call a hallucination problem, so they still make things up, they get things wrong. They, you know they, yeah, they just make things up, and so you have to, you have to be the expert so that you can say, okay, this isn't right, this is in the right direction, but it's gone way off here. So it's really, really dangerous to use. I think it's really dangerous to use chat to BT for things like you know, if you get it to write a post about something you don't know about, you will have no idea how much of that is actually Correct. Yeah, now, if you're doing it for your own business, for your own niche, then you can, you can curate and you can say, yeah, it's, it's totally wrong here. So that's the first thing, be the expert can't state that kind of strongly enough and and then the second one is to find the brief. So that is just. You know, be really clear with chat to BT. What exactly is it that you're setting out to do? So sounds very, sounds straightforward, but again, it's like chat to BT, I Think.

Speaker 2: 9:01

Sometimes, because AI can do such incredible things, sometimes, when people come to it, first they think it's magic and it's not magic and it's not a mind reader, and so being really, really specific about what the brief is is really important. And then the next one is to provide context. So, once you've given it the brief, what else could you give it that might like support it in in terms of delivering the content that you want? So, for example, I think it is a really good idea to give Chat to BT your, your branding materials, so all of your. You know what, who is, what does, what is your company, what does it stand for your marketing persona. So all of your branding materials that you might have, if you can give them to chat to BT so that it can help you, so that it can create, or help you create, content that is a perfect fit for your brand.

Speaker 2: 9:56

That is, that's provide the context and there could be other contexts as well, depending on what you're working for, like when I was, when I was working on the page for my AI newsletter, I gave it PDFs of studies that I've been done about people's attitudes towards AI and things like that to help it, to help it understand kind of the niche that we were looking at. And and then the next one and I've totally lost I don't know what number I'm on, what number one, number Number four Give it really specific frameworks for improvement. So you, you won't necessarily get great Output from it immediately, so then you are going to want to, you're gonna want to, you know, help it to Give you something that you're happier with, mm-hmm. The more specific you can be about how it should do that, the better. So so here's a really simple example.

Speaker 2: 10:54

Actually, just the other day I was working on an email for my AI newsletter and I gave it to chat GPT and chat GPT I've given it all of the context it knows my marketing avatar, everything but it came back and it basically said that my email was brilliant and it gave me loads of great positive feedback. That was lovely, but again, I guess number one be the expert. So I, in the back of my mind, I knew there was something not quite right, there was clearly something niggling with me that I hadn't actually managed to pinpoint. But I obviously knew somewhere at the back of my mind and I said to it could you assess again and look for anywhere where I've made logical leaps that are just too big or anywhere that there are jarring transitions? And it came back immediately with four things that I needed to improve. And when I saw it I was like, oh yeah, yeah, that's what was bothering me, but you could also other ways of giving it.

Speaker 2: 11:57

Frameworks for improvement would be. There might be well-known copywriting frameworks, like you could say. Could you help me to put this into a framework following, say, ada, attention, interest, desire, action or problem agitation solution One of those types of frameworks. We're giving it really specific frameworks to help you to actually improve the content. Absolutely, that's a game changer. So number five then. Number five is have a conversation.

Speaker 2: 12:27

So this goes back to the perfect prompt. I don't think there's any such thing as the perfect prompt. The thing to do is to get stuck in there and push back and or like I did for the email I asked it to be. I asked it to be more. I gave it a specific framework, but I asked it then to reassess. I pushed back on it and said no, come on, you can do better, give me something better.

Speaker 2: 12:54

And so, just getting in there and having a conversation, like a lot of the time when I'm working with chat to BT, I'm just constantly copying and pasting little bits and pieces out of the chat into a document, continuing the conversation and going, oh, I like that and that might spark another branch of the conversation and we go off in another direction. And I'm just copying and pasting little bits and pieces and ideas. And you know so having just learning how to have a conversation with it, rather than expecting to go in and say, boom, give me something and getting the output, really just getting in there and working with it again, rather than outsourcing to it, work with it and allow it to help you create better content. And then the very last one, number six, is exactly what you were talking about it Just a moment ago add personality.

Speaker 2: 13:44

So chat to BT is just never going to be able to write anything perfectly in your voice and it's certainly not going to be able to write about your experiences. So again, you know, once you have worked with chat to BT, you're I don't think you're ever going to be completely finished just with something that comes out of chat to BT. Then you've got to edit and really mold it into something that is your own, that has your own voice in it, that has your own experiences in it and, just you know, brings your personality to the whole thing, to really elevate it to something worth publishing.

Speaker 1: 14:25

Yeah, you know, I of course I agree with everything you're saying and I have found that sometimes I will. If I'm not getting what I want, I will ask it, you know. What else do you need to know? How can I clarify what I'm asking you? And it will, and it will respond to me, or I will go in because I have the pro version, which I'm sure you must as well. So it does have you know the record it stores things. So I will go in and say remember we're doing this or whatever the other day. Can you come back and give me something?

Speaker 1: 14:57

And I find it great to for summarizing and outlining if I say you know, I want to do a course that I'm working on right now and it's going to talk about this and this and this. So give me sort of a bare outline and that I can work with or brainstorming ideas, things like that. I find that it can be very, very helpful with. And I also find, on a personal note, that while I do consider myself to be a good writer, I am not a very good copywriter. So I will have it help me with my, with my copywriting, and then I will have to go back and often and say, you know, tone it back a little bit, because I'm not that salesy and it will do that, and it is all about having. And then of course I have to, you know, tweak it myself. I can't just go with what they give me.

Speaker 2: 15:46

But and I think.

Speaker 1: 15:47

I think that's that's what you're talking about, correct?

Speaker 2: 15:50

Yeah, absolutely, absolutely. And I have found one in terms of the frameworks for improvement. One little framework that I have found works quite well in terms of sales in a sub copy and things is to is to. I ask it if it's familiar with Seth Goldin's this Is Marketing and I ask it to outline the principles of that book. And then I say, great, can you apply these principles to what we're working on now? And that gives it a more kind of humanistic more human-centered marketing approach. I.

Speaker 1: 16:23

Love that. I have that book. I love that book. I have it on my shelf as well, so I am going to borrow that from you. I will say I'm not stealing, but I will. I'm going to borrow that from you and.

Speaker 1: 16:33

I am. I do too. I I will take and say if I wanted to do something, I will take some you know content that I wrote and say, you know, here's my content work. Well, however, I wanted to work with, outline it or pull out bullets or whatever I'm wanting to do, and I see we have some questions, so I'm going to go to those in a second. But One of the things, too, that I want to ask you about because I got this from you Was creating the images with with dally.

Speaker 1: 17:03

Now, I think I first saw you you created an image, I think I'm not. It was to go with an audiogram, I believe, and I commented on it, and I use that always now when I share my podcast sound bites, because I think it's more interesting than just seeing the podcast art over and over and over again, and I've actually had people comment. But I think you have to be even more specific with the what you're looking for when you're asking about having it created an image. Can you talk a little bit about that, because I know we sort of chatted in the in the DMs about that.

Speaker 2: 17:44

I've been loving those, by the way. I've been loving, I've been loving the way you've been doing those audiograms, and one of the things I've really been Impressed with is you seem to have a very consistent color scheme running through them all, which is which is brilliant. I mean that. That that's. I'd love to chat about how, how you went about achieving that actually. But overall, yeah, in terms of creating images, I mean. So I've been a mid-journey user Since, I think, june 2022, and mid-journey, you know, you, you you do kind of have to learn a bit of prompt engineering from mid-journey, and so one of the things that I think is absolutely fantastic about if you have the chat to be T plus, is the fact that you can now Conversationally prompt with chat to be T, so you don't have to be as much of you don't have to be as good at prompting for images as you would with something like mid-journey.

Speaker 2: 18:37

And having said that, you know I went to I actually went to art college and study fine art and design, and so I have a kind of a natural visual language, like I kind of know how. You know, I hated it at the time in college that this insistence that we had to be able to talk about our work. I absolutely hated it. I just wanted to do the work. But now I kind of appreciate the fact that I have some idea of how to actually approach Telling chat to be T or mid-journey look, this is what I want to see.

Speaker 2: 19:10

But it is just, I think, a case of. I Do think chat to be T does a brilliant job of interpreting what we want. But if you can start to kind of think visually and and get into the nitty gritty of describing exactly what it is you want, you want to see, yes, you will definitely have an advantage. I will say chat to be T or Dali 3, which is the image generator within chat to be T. It's not as versatile as, say, mid-journey. It definitely has much more of its own style which it brings to things. And that could also be where you're running into difficulty and I have tried to kind of push chat to be T to do very different things and when it does when it does the quality doesn't tend to be as good is my experience. What are you running into difficulty with?

Speaker 1: 20:13

So sometimes it's just not coming across. It's not like I was working with something, and I think this is what you asked me about. We were talking in the DMs, and all I do for the color scheme is I ask it to do Matter and Field shades of blue, and it just does the same thing, because I will say repeat that same shades of blue.

Speaker 1: 20:33

So yeah, because it's blue is my brand color. So I thought let me go with that. And it does not surprise me a bit that you are an artist. I am not. I mean, I took art in school. I took one semester in high school and I saw the work people were doing.

Speaker 1: 20:47

I was like, ok, let me just go back to the English class, because while I do, sometimes I did as a hobby for years it's just I don't have that ability. And I set up an account with Mid Journey, but it was like beyond me, I couldn't do it. So I'm sticking with the Dolly. But one of the things that I found, and with the networking thing that I did a while ago is I was going back and forth, going back and forth with it and finally I just said I want someone in the foreground looking at the. It was very specific about I want this and that, and then it came around. But I'm thinking that it may have been the first few kind of go-arounds that got it to understand me, and then I think I maybe have asked it to clarify. I don't know, but I love playing around with it.

Speaker 2: 21:45

Yeah, and I mean it sounds to me like you have the perfect process there, because I mean I will often just pop a paragraph of content into chat to Pt and say would you generate an image that supports this content? And sometimes it'll come up with something brilliant and sometimes it won't, but when it doesn't, that often gives me the jumping off point from which I can start to describe what I want, because I can go well, that's not it.

Speaker 2: 22:10

But why do I think that's not it? And I thought you created a great image in that networking one because the guy was there, he was alone. There was a sense of alienation kind of about it.

Speaker 2: 22:20

And that's, I think, the key to doing great images, particularly for kind of like service-based businesses and the like, is trying to describe what it is you want to see. That's going to convey some of the emotion. So, if you say, to chat to Pt, give me an image for networking it's probably going to show a whole bunch of happy people in a room, whereas if you say, show me somebody in the corner, isolated, not talking to anyone everyone else is having a great time then you've immediately got something much more emotive and I think that is where you ended up anyway and you just naturally that was the process that you naturally went through. So, yeah, I think, visually describing what you want and focusing on the things like well, how is this person feeling?

Speaker 1: 23:11

Yeah, you know it's interesting because obviously there are people talking about chat GPT everywhere. You know I listen, I learn a lot from various coaches on TikTok and I've had people I don't know if somebody told me specifically or heard somebody say that oh, you shouldn't be talking to chat GPT. But that's how I work with it, I talk to it and to me it's like a sort of a VA that I can bounce ideas off of. And I will even say, if it was coming up, I was coming up with a name for sort of an office hours group that I do and I had like there was like two different words I forget what they were, unfortunately and I said OK, so what's the difference between using this word or using that word? What's the different inference? And it told me and I was like OK, I want something to be more fun. So that's the way I'm going to go. So I'm guessing that's what I should be doing.

Speaker 2: 24:11

Yeah, I don't understand why anybody would say you shouldn't be talking to chat GPT. I mean it's chat GPT. It's right there in the name. Chat with it, have a conversation.

Speaker 1: 24:23

So I have some questions here that I want to this one specifically. The question is for business writing, blogs and other content. Wouldn't you recommend using writer which is better suited for such writing as chat GPT? I'm not familiar with Well, actually I just saw that the other day but I have not used that and I know you're familiar with, like a lot of the AI programs.

Speaker 2: 24:51

Yeah, I've heard people talking about writer. I haven't used it myself. I think the reason that I recommend so it's possible that for writing blogs and things like that, writer may be better. Where I'm coming from, I guess, is like GPT4 is the most powerful general that we have on the market at the moment and I think for solarpreneurs and small businesses you can get so much benefit from chat to PT beyond writing your content that it is the it's the main go-to tool.

Speaker 2: 25:28

I would say there's a million and one specific tools out there that can do very specific tasks. I mean, I know, the last time I was chatting with you, I think we went through like 10 tools or something that people look at. So, yes, there are loads of tools out there that will do very specific tasks very well. However, chat to PT when you get to, when you get used to using it kind of the right way, it can do a lot of that work and it can also do so many things that it's like to me it's like kind of like a Swiss army knife of LLMs. So you know, I guess the way to put it is, yes, there might be specific tools to explore and to use for specific purposes. But if you're thinking I need to get started with AI, which of these million tools do I need to actually subscribe to to start getting benefit from my business Then I would say chat to PT plus, absolutely no doubt, because you're going to do a million things with it.

Speaker 1: 26:24

Well, I agree with you and, as I said, I'm not familiar with a lot of these other platforms, but I think of Camtasia, like that. Now, I've had Camtasia forever and it's great for recording, you know, screen videos and editing and everything, and I use it to record podcasts, voice and everything, because I'm so used to it and it's a workout workhorse. So why should I be going, I think, to this app and that app and this platform, and that I will do as much as I can with one platform before I decide to move on? And you know, I just I think that chat to PT. I know that it saves me time, particularly if I have a lot of material and I need to go through it and understand it. And I can put that material in and say please break this down into a few paragraphs, give me bullets of the key issues and give me three to five takeaways, and it can. You know, we'll do that in a matter of moments, which is such a huge time saver.

Speaker 2: 27:29

Yeah, I mean the things that, and the thing is exactly that you just have to keep exploring in your business. You know what are the things it might help with. I mean, the other day, we ran a survey recently for a client and we got thousands of responses and Marcy had to go through those responses and categorize them and you know, for the branding purposes, to figure out you know what people were saying and what the. But when we were putting the branding material together, then we needed to go back and find, like, specific quotes that would support the points we were making. Would have taken us hours and hours and hours and hours to find them, whereas what we were able to do was give the content to chat to BT, give the anonymized responses in the survey to chat to BT and say, great, could you find a quote that supports this? Boom immediately came back with excellent suggestions, saving us hours of trawling through trying to find the right quote for the right piece of content. So there's just so many things that you will end up using it for. I also pop in here that you know chat to BT plus also gives you access to the new custom GPTs, and so, as you find things that you're using chat to BT for again and again and again. You can then set up your GPTs so that you give those GPTs the brief, the context, the frameworks, and so then you have specific GPTs that you can go to a little bit like developing your own specific tools for specific purposes, but it's just again a huge time saver, so I don't have to be hunting for you know how.

Speaker 2: 29:17

Well, how did I start this conversation? Or what was the good prompt that I used before that worked here? Just put all of the context into a GPT and then pop back whenever you're doing that task. So I have one you know from. I have a really simple one, for example, that just does a 40 word summary of my emails that I'm sending to my list because I like to include a too long, too long, don't read at the top of the email, and so I just all I have to do then is go to the GPT, pop the email that I'm sending in, and it gives me a 40 word summary, and I popped that at the start of the email so that people get an immediate idea of what's included. Or I have, you know, I have another one that has my marketing persona in it for specifically for reviewing content for that persona. So yeah, again huge time-saver there. Setting up GPTs for specific tasks.

Speaker 1: 30:05

Wow. So I'm going to have to look into that, and the time has flown by, as I knew that it would, and I just want to share your LinkedIn profile, and one of the things that I always like to ask people at the end is you know, we've talked about a lot of different things, and Is your profile? Yeah, there we go. Okay, we've talked about a lot of different things, what would you like to share? But before that, are you open to connecting with people? I know that you have a fabulous newsletter that I subscribed to. Can you talk a little bit about that and maybe connecting with you on LinkedIn?

Speaker 2: 30:46

Absolutely. Yeah, I am 100 percent open to connecting with people. I love connecting people on LinkedIn. It's my primary platform. It's where I meet the best people like yourself. Yes, definitely connect with me. Send me a message Then, in terms of the newsletter, you can find that it's linked to in my profile.

Speaker 2: 31:07

It's also at frankenmarcycom. Along the lines of what we've been talking about. I actually sent an email out to my list recently which included a GPT that I created called the LiPostimprover, and it acts as a content coach for LinkedIn posts. You give it a LinkedIn post. It'll ask you a little bit about your business so that it can be specific about the improvements. Then it'll offer suggestions on how to improve the post. It'll offer to rewrite the post for you.

Speaker 2: 31:40

But, as I said in the email I sent out, that's not where the main value is. The main value is actually in where it says look, you might have missed something here or maybe you should look at adding this, this or this. If anyone watching this wants to join the newsletter, if you'd like to try out that GPT, you'll have to have a chat GPT plus account to do that, because GPTs are only available to the paid users. But if you'd like to try it out? Subscribe to the email. Reply to the welcome email and just say that I promised you the LiPostimprover GPT and I'll send it on to you.

Speaker 1: 32:18

That may be people listening on the podcast as well, because now we're all over the place here. Before we say goodbye, I wish you could stay. I could chat with you about this for another hour. What would you like to share for a final thought, something that we haven't discussed, that you think is important, that you would like to share with people?

Speaker 2: 32:43

I don't know. I should have known this was coming and I completely forgot. But I think, really the main thing let's just go back to what we said at the very top. The main thing is AI can give you a huge boost in speed and efficiency and productivity and it can help you to be a better writer. But don't make the mistake of outsourcing your content to AI, because you will just end up sounding like everyone else. What's the point? It's the opposite of what marketing is meant to be all about. You're meant to be trying to rise above the blah and stand out, not fit into a sea of AI generated blah.

Speaker 1: 33:31

I know I hear you. You can always tell with those boasters like, oh my gosh, here we go. Thank you again so much, and maybe you'll come back in a few months and we can pick up the conversation with some new things. That would be fabulous for me and for the audience. So thank you again. Thanks to everyone who has been here. I've seen some reactions coming up, even though not as many comments. So thanks so much, Frank, for being here. It's been a pleasure and I've learned so much.

Speaker 2: 33:58

Thanks so much for having me. It's been great, jim Brilliant.

Speaker 1: 34:09

Thanks for tuning into the Content Marketing Show with me, annette Richmond. If today's insights have inspired and resonated with you, please share this episode and, if you haven't already, hit the follow button to keep learning and growing with us.