How to use AI for marketing? That’s the question on so many people’s ‘lips’ or at the end of their fingertips, to be fair!
You ask AI to help write a post. Seconds later, you have something polished, positive and completely unlike anything you would say.
The temptation is to publish it because it saves time. But when every business sounds equally enthusiastic about delivering exceptional solutions, customers have little help distinguishing one from another.
If you are wondering how to use AI for marketing, start with the role it should play in your business. Your knowledge, judgement and personality provide the substance. AI can help you organise, develop and adapt it.
Start with a business goal
Before opening a tool, decide what the marketing needs to achieve.
Perhaps you want enquiries for a particular service, greater awareness among a specific audience or useful follow-up for people who have already shown interest.
Then ask what those people need to understand before taking the next step. This gives your content a purpose and helps you decide whether a blog article, email, video or social post is appropriate.
A prompt cannot fix an unclear offer on its own. Our AI for marketing strategy and visibility support connects those decisions with your website and wider marketing.
Give AI material that could only come from you
Start with your own explanation of a customer problem. You could record a short voice note, list the questions people ask or describe a decision you help clients make.
Include your point of view, a relevant example and the limitations of your advice. Use anonymised information where appropriate and avoid putting confidential customer details into a tool without checking the arrangements for that information.
Compare these two starting points:
“Write a post about improving a website.”
“Help me organise my explanation of why service businesses should check their enquiry forms before paying for a redesign. Use these three checks and keep my plain-English tone.”
The second prompt gives the tool something more specific to work with.
Use AI for a defined task
Useful tasks may include organising rough notes, suggesting headings, identifying unanswered questions or adapting a finished article into a shorter email.
Keep the task bounded. Ask for an outline before a complete draft if you want to check the direction. Supply examples of language you use and phrases you avoid.
When a suggestion is inaccurate or does not fit your experience, reject it. Confident wording is not evidence.
Read the result as the person responsible for it
Before publishing, check:
- Are the claims accurate and supported?
- Does this sound like something I would say?
- Have important qualifications or caveats disappeared?
- Is there a useful example, rather than general encouragement?
- Does the reader know what to do next?
Google’s guidance on generative AI content puts emphasis on accuracy, quality and relevance. Producing many pages without adding value can fall foul of its scaled content abuse policy. The practical lesson is to review the work and make sure it helps the intended reader.
Connect the content back to your website
Choose a substantial customer question and answer it properly on your website. Then adapt parts of that explanation for the channels your audience uses.
For example, an article about planning service pages could support a short video, a practical LinkedIn post and an email with a link to the full guide. Each version should make sense in its own setting and lead naturally to relevant detail or support.
This gives your marketing a consistent message without making every channel identical. It also helps you maintain one useful source of information that you can revisit and improve.
Measure whether AI is helping
Track something concrete: time spent producing a finished piece, the amount of editing required, relevant visits or resulting enquiries.
If you spend longer correcting generic drafts than explaining the subject yourself, change the task or starting material. More output is not automatically better marketing.
Our marketing partner Elena Kale brings marketing strategy, personal branding, coaching and delivery experience to this work. The aim is to help your expertise become easier to recognise while making purposeful use of the tools available.
You do not have to choose between being yourself and using AI. Give it a clear job, retain editorial responsibility and build your content around what your customers need.
Start with a free introductory conversation about your marketing and visibility.