How Zapier uses AI to publish 85 articles a month

How Zapier uses AI to publish 85 articles a month

On a recent episode of the Content Briefly podcast, Lane Scott Jones, Head of Content at Zapier, described how Zapier uses AI to supercharge its content marketing efforts.

For example, to help the company publish an unbelievable 85 articles per month.

Let’s explain how.

What marketers need to know

• Prioritizing keywords: Zapier leverages AI to rapidly categorize and prioritize SEO keywords. They use these insights to identify the highest value content opportunities in hours, whereas this process used to take weeks (or months).
  
  

• Creating an editor bot: Zapier created an in-house "editor bot" during their AI hack week. This tool automates first couple rounds of revision, saving editors' time while maintaining Zapier's unique voice.
  
  

• Generating fake customer use cases: Zapier generates example use cases about AI-generated customers. This allows it to demonstrate specific features when it doesn’t have a relevant customer case study.
  
  

• Removing tedious aspects of content creation: Zapier uses AI and automation to handle the “grunt work”, allowing its team to focus on high-value, strategic tasks.

AI Marketing School AI-lumnus

We love speaking with marketing pros to see how they’re using AI to up their marketing game.

This week, we’re speaking to tech marketing leader and CMO AI advisor Nicole Leffer.

Q: Nicole, please introduce yourself in one line

A: Utilizing my own 2 years of hands-on experience with AI tools and my 18 years of senior marketing leadership experience, I train marketing teams on the strategies and skills needed to thrive in a world influenced by AI.

Q: What's your current AI tech stack?

A: My current "go-to" personal AI tech stack consists of ChatGPT Plus, Whisper, Anyword, Bing, Microsoft Edge, MidJourney, and Claude. I have also been exploring tools like Runway and Eleven Labs, and also use Bard and Writer a little bit.

Q: What's your favorite use case?

A: I get excited about using AI for just about everything, so I don't have a favorite—it has become integral to my personal and professional life. The possibilities are endless, whether it's creating content and assets, ideating strategies, or even optimizing daily tasks. My passion is helping other marketers realize the massive potential of AI to transform marketing.

Q: What results have you achieved?

A: The key results I've achieved include higher quality outputs in content, strategy, and various aspects of marketing, all in a significantly shorter time-frame. It's about efficiency and enhanced quality for both myself and my clients.

Q: What are your thoughts on the future of AI in marketing?

A: We've only scratched the surface of what's going to be possible. The future of marketing will be AI-powered, with humans directing strategy. Adoption is still pretty low, so first movers who go deep will have a huge future advantage. Marketers need to start building AI skills now to keep pace with rapid advancements. It's an exciting time to leverage AI to transform marketing!

Q: How can marketers prepare themselves for this AI-powered future?

A: My advice is to proactively start experimenting with AI now, as much as you can. Immerse yourself in the tech, build basic skills, and identify use cases in your existing workflow.

Start small with 1-2 main tools (ChatGPT Plus should be one of them), and focus on augmenting your marketing strengths. As you grow skills and comfort, increase integration.

Start asking yourself, "can this be done with the help of AI?" about everything! If the answer is yes, do it. Stay nimble, as new AI is constantly emerging. The future belongs to those who can strategically control AI!

5 quick marketing prompts

Looking to take your AI prompting game from good to great? If so, check out these 5 next-level marketing prompts.

1. Create a social media content plan: “For my [product/service] targeting [my target audience] on [my social media platform], create a 1-month social media content plan using the 5-3-2 Rule.”
   
   

2. Write an email using the ‘Picture-Promise-Prove-Push’ framework: “Write an email marketing campaign using the 'Picture-Promise-Prove-Push' framework to paint a picture that gets the attention and creates desire for our [product/service] in [ideal customer persona]. Describe how our product will deliver on its promises, provide testimonials to back up those promises, and give a little push to encourage the reader to take action.”
   
   

3. Build a captivating brand story: "Help me create a powerful brand story for my [product/service] using the Hero's Journey framework."
   
   

4. Accelerate growth with Sean Ellis' growth hacking plan: “Use Sean Ellis' Growth Hacking framework outlining a step-by-step plan for finding, testing, and growing opportunities for our [product/service]."
   
   

5. Optimize your landing page: "Use the 5Cs framework to guide me through optimizing my landing page."

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Food for thought 🤔

Courtesy of TIME.

Recommended resources and tools📚 🛠️

1. Harnessing AI: 28 Innovative Marketing Strategies.

Hackernoon provides 28 unique suggestions for taking your marketing to the next level with AI.

2. For the retail industry, generative AI means more targeted marketing

66% of retail executives are planning to use generative AI to “analyze customer data and create personalized recommendations”; 64% for predictive analytics for inventory management; and 62% for generating content like marketing copy.

3. orimon.ai

Turn your website into an AI chatbot.