Toni Navarro Marketing Co-founder of Rock and Click Agency Entrepreneur and passionate marketing trainer, in 2014 I moved to Manchester and I set up my business back in 2017. I’ve recently launched Search and Grow, a community for everyone who wants to learn Digital Marketing Sign up to our newsletter here https://bit.ly/search-and-grow-newsletter Listen to our podcast @toninavarroyes toninavarro-mk www.toninavarro.net toninavarro-marketing
Intro + stats • AI & Marketers • AI & Social Media • AI & SEO • AI & Content Marketing • Other Marketing Uses • Top tips on how to leverage AI in Digital Marketing • Q&A’s + a Gift for you
you can implement in your campaigns. Don’t be chatbot and introduce yourself in the chat. where you are from, your name, company and what you would like to learn today. This masterclass is for you, not for me toninavarro.net
and effort Cost-effective Avoid writer’s block Keep Channels Active Plagiarism issues Human Vetting Poor Content Quality Language Barriers toninavarro.net
that can produce various types of content, including text, imagery, audio and synthetic data. DALL-E, CHATGPT AND BARD are the most popular Generative AI interfaces. Introducing Generative AI
Creating content using AI tools is against Google’s guidelines However, you can use it to get ideas, do research and analysis, and make some of your tasks faster and easier. toninavarro.net
AI can help you identify competitors for specific insights and provide valuable information • Hot Topics Inspiration: AI chatbots can be used to generate ideas for trending topics. • Help with technical SEO work (coding) • Regex, Schema Markup, redirects, etc • Create meta-titles, descriptions, H1’s • Internal linking/Link building toninavarro.net SEO & AI best uses:
SEO efforts. Google approves AI-generated content as long as it's high-quality, original, and useful . Specific and Descriptive Prompts: For optimal results from AI tools, prompts should be specific, descriptive, and comprehensive, addressing the five Ws (Who, What, Where, When, Why) and How . toninavarro.net Leveraging AI for SEO
input and revision. • To create long form quality content. (plagiarism & lack of E-E-A-T) • Always double check your SEO tasks before you implement (schema, redirects, etc) Don’ts/ AI in SEO
category descriptions and so many more SEO tasks. Always remember to give the best instructions in your prompt, and to double check before publishing! Examples of AI in SEO
AI writing can be faster than human writing, allowing for the creation of more writing in less time. AI-generated content can lack the human touch and emotional connection that is essential for engaging readers. More cost-effective than hiring human writers. There is a risk that AI-generated content may contain errors or inaccuracies. Assists with research, generating ideas, and even editing content. There is a concern that AI-generated content may lack the originality and creativity of human-generated content. Helps in creating content on topics that may be difficult for human writers to write about. Some experts have raised concerns about the potential ethical implications of AI-generated content, including issues of bias and accuracy. AI writing can help businesses to produce more content, which can lead to improved SEO and increased traffic. AI writing tools require investment in technology and training, which can be expensive. toninavarro.net
Example: "Write a summary of the book Positioning: The Battle for Your Mind for someone in their late 20s who has recently joined a marketing agency and is interested in the themes of marketing and branding and how to use positioning as part of a successful marketing strategy. Do NOT use any direct quotes from the book." toninavarro.net
carry a plagiarism/fair use/copyright risk factor • ChatGPT is not perfect and still requires human input • Pumping out low quality AI generated content won’t help your SEO toninavarro.net
tools can help teams create marketing emails that promote sales, new products, promotions, and coupons Some uses of AI in Email Marketing Choosing customer targets Editing content that fits your guidelines Testing email subjects and more! toninavarro.net
reports about the performance of various content types, campaigns, and initiatives used to require hours, or even days. Some uses of AI in Data Analysis Automated report generation Fast-checking and validation of your data and more! toninavarro.net
suggesting us to boost sales with personalised ads powered by AI Stop creating an ad for every product you own. Advantage+ catalog ads (previously called dynamic ads) to create personalised ads that automatically display the most relevant products from your catalog to each individual in your audience My recommendation is to test different campaigns to compare the results. toninavarro.net
Digital Marketing Strategy 1. Identify the problem (the areas of your marketing that can be improved by AI. 2. Choose the right AI tools 3. Master how to write prompts 4. Enhance the use of the tools that you already use toninavarro.net
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