Prompts to get the most out of generative AI for digital marketing

Generative AI has made a significant impact in the world of digital marketing – and it’s here to stay!

These platforms present both opportunities and challenges for digital marketers. If prompted correctly, generative AI has the potential to streamline workflows, automate tasks, and enhance creativity. The problem is finding the prompts that are fit for purpose, and produce the desired outcomes.

Click Consult’s team of digital marketing experts have compiled actionable advice and templated prompts, offering practical strategies and real-world examples to elevate your use of generative AI in digital marketing.

Understanding effective AI prompts

Developing effective prompts for generative AI requires a strategic and deliberate process. The following key aspects should be carefully considered:

• Background: Begin by providing a background, outlining your objectives, specifying the desired creation, explaining the rationale, and providing context.
• Expectations: Clearly define expectations, including the required output format and specific requirements.
• Audience: Identify the target audience you are writing for, being as specific as possible.
• Tone: Detail the desired tone, describing it thoroughly and using a blueprint if possible.
• Examples: Include relevant examples, such as past instances of work or style references.

Where necessary, finish your prompt with a clarifying question, such as:

‘Do you need any further details to complete this task?’

This ensures the AI understands your requirements and provides a more accurate output.

AI in action: prompts used by real digital marketing experts

Research

Summarising: Generative AI can quickly digest and summarise large amounts of text, such as articles, PDFs, and research papers. This allows marketers to extract key information, identify main points, and understand complex topics without spending hours reading through lengthy documents. This is especially useful for staying up-to-date on industry trends and research findings.

“We’re leveraging AI to really cut through the noise in our research phase. Instead of getting bogged down by endless reports, AI tools quickly identify key data points and trends, which frees us up to actually analyse and strategise.” – Andrew Smith, Marketing Director

Example prompt:

I need you to summarise the attached PDF document titled ‘DOCUMENT TITLE’ from Click Consult. The purpose is to quickly extract key findings and market trends. This will help our team stay updated and inform our marketing strategy for next quarter.

The summary is for our internal marketing team, who need to grasp the core information efficiently.

Do you need any further clarification on the key findings or specific data points I’m interested in?

Identifying gaps: AI can analyse both your own and your competitors’ existing website content to pinpoint areas where coverage is lacking. AI platforms identify under-explored topics by processing vast amounts of information. This helps marketers create content that fills these gaps and provides unique value to their audience.

Example prompt:

I need you to analyse the content on our website, [YOUR WEBSITE URL], and compare it to the top 5 ranking competitors for the keyword ‘[KEYWORD OR PHRASE].’

Our competitors are:

• [Competitor 1 URL]
• [Competitor 2 URL]
• [Competitor 3 URL]
• [Competitor 4 URL]
• [Competitor 5 URL]

The goal is to identify content gaps where our site is lacking compared to our competitors, specifically related to [KEYWORD OR PHRASE]. This information will help us create new content to improve our SEO ranking for this key term.

Do you need any further clarification on the keywords we’re targeting or the format you should use for the report?

Getting a customer/target audience perspective: Generative AI can be used to analyse customer reviews, social media comments, and forum discussions to understand the needs, preferences, and pain points of a target audience. It can extract key insights from these sources, helping marketers tailor their messaging and create content that resonates with their audience’s specific concerns and interests.

Example prompt:

Please analyse the customer reviews, social media comments, and forum threads I will provide (attached).

I want you to identify the top 3-5 key needs, preferences, and pain points mentioned by customers. For each point, provide a summary of the main feedback and examples of specific quotes or phrases from the data that illustrate it. Format the output as a numbered list with clear headings for each point (e.g., “Need: Ease of use,” “Pain Point: High Price”).

Do you need any further details on the specific aspects of the product I’m interested in, or clarification on the format of the report?

Competitor overviews: AI can compile comprehensive overviews of competitors’ strategies by analysing all their digital activity. This includes summarising their strengths and weaknesses, identifying their target audience, and pinpointing their key messaging. These competitor overviews provide valuable insights for benchmarking and strategic planning.

“AI has revolutionised how we do competitor analysis. Instead of manually compiling data, we use AI tools to quickly generate detailed competitor overviews, highlighting their key strategies and weaknesses. This gives us a huge competitive advantage in our planning.” – Amy Stuart, Head of Client Services

Example prompt:

I need you to conduct a comprehensive overview of our competitor, [COMPETITOR URL]. The goal is to:

• Understand their current digital marketing strategies
• Identify their strengths and weaknesses
• Determine their target audience
• Key messaging

This information will inform our strategic planning and help us identify areas where we can gain a competitive advantage.

Do you need any further clarification on the specific aspects I want you to analyse?

Content and copywriting

Changing tone: Generative AI excels at adapting the tone of written content to suit different audiences or platforms. Users can direct the AI to generate text that is formal, casual, professional, enthusiastic, or any other specific tone required. This capability allows for efficient content creation that resonates with various target groups, ensuring messaging is appropriate and effective across different contexts.

“I use AI prompts to speed up and improve the creative and strategic side of my work – whether that’s writing content, building marketing tools, planning campaigns, or generating new ideas. It helps me save time on repetitive tasks and focus more on strategy and personalisation.

Specifically, AI assists me in quickly adapting the tone of my content to suit different audiences or platforms. Whether I need a formal, professional voice for a report or a casual, engaging style for social media, AI can help me refine and adjust the tone efficiently.” – Vanessa Lamas, Senior Marketing Executive

Example prompt:

Below is the current copy we have promoting a blog post for our [CAMPAIGN NAME] campaign. The campaign aims to meet the following objectives:

• OBJECTIVE
• OBJECTIVE 2
• OBJECTIVE 3

Here is our existing copy: [COPY]

We need this copy adapted to appeal to two distinct audience segments. Please generate two versions of the provided web copy.

One version should be tailored for Gen Z, with a casual, fast-moving tone.
The other version should be tailored for Millennials, with a slightly more mature, yet still engaging voice.

Both versions must maintain the same core message.

Do you need any further clarification on the campaign objectives or details about the Gen Z and Millennial audience segments?

Social media

Adding appropriate emojis: With over 3700 emojis available, selecting the perfect ones for social media posts can be challenging, often leading to repetitive use. Using effective AI prompts, marketers can efficiently identify and incorporate a diverse range of appropriate emojis, enhancing engagement and saving valuable time.

“This AI trick is incredibly simple and saves a significant amount of time! Often, focusing on streamlining the small tasks makes the most significant impact.” – Sian Badich, Senior Marketing Executive

Example prompt:

Replace [EMJ] with appropriate emojis:

[EMJ] GET ACTIONABLE AI ADVICE FROM THE EXPERTS [EMJ]

Are you trying to use AI for your digital marketing but are struggling to find the right prompts for the best outputs? [EMJ] [EMJ]

Our Click experts have gathered their top tips, tricks, and daily hacks to optimise your workflow, and streamline processes. In our latest article you will:

[EMJ] Discover the best uses of generative AI across the entire digital marketing spectrum, such as SEO, paid media, social media & more!!!

[EMJ] FREE and easy to use templates for tried and tested prompts used by real marketers

[EMJ] Guidance on how to build a custom GPT for your brand

[EMJ] & more!!!

Interested? Learn more [EMJ] [EMJ] LINK

Content ideation: Generative AI is a great tool for sparking inspiration during social media content ideation sessions. AI can generate a diverse range of fresh and engaging social media post ideas. It can suggest creative campaign themes, identify trending topics to capitalise on, and even tailor ideas to suit the unique features of platforms like Instagram, TikTok, or Twitter. This helps marketers break through creative blocks, ensures content is relevant and timely, and ultimately enhances engagement and reach on social media.

“Generative AI helps us break out of the usual content idea-blocks and discover angles we never would have considered. It’s like having an always-on brainstorming partner, constantly generating fresh, trend-aware ideas that resonate with our audience. This allows us to stay ahead of the curve and truly engage with our followers.” – Hannah Richardson, Social Media Executive

Example prompt:

Act as a social media marketing expert.

Develop innovative content ideas for [SOCIAL MEDIA PLATFORM] that cover content gaps competitors are not talking about in the [INDUSTRY] space.

The ideas should be fresh, relevant, and align with the latest trends on the platform. They should set my brand apart as a thought leader and be engaging for [TARGET AUDIENCE].

Ensure that these ideas can be executed within the constraints of the platform’s format and guidelines.

Organic search

Creating meta descriptions and title tags that are optimised for search engines: AI can draft compelling and keyword-rich meta descriptions and title tags that are optimised for search engine visibility by feeding the AI platforms details such as:

• Overview of the pages content
• Target keywords
• Specific CTAs or landing page KPIs

You can maximise SEO performance by using prompts to create targeted copy that boosts click-through rates and search engine rankings, even within specified length constraints.

“With AI, creating SEO-friendly meta descriptions is incredibly efficient. We just input the key information, and it generates multiple options in seconds. This saves us valuable time while ensuring our pages are optimised for search.” – Charlotte Chapman, Head of SEO

Example prompt:

We need to generate an SEO-friendly meta description for our upcoming blog post, ‘[BLOG POST TITLE],’ which covers [BRIEF SUMMARY OF BLOG].

This blog post is targeting the keyword ‘[TARGET KEYWORD],’ as well as related keywords ‘[RELATED KEYWORD], [RELATED KEYWORD].’ We want to optimise these elements to improve click-through rates and search engine rankings.

This content is intended for [DETAILS ABOUT TARGET AUDIENCE]. It needs to be engaging enough to make them want to click through to read the full article.

The generated meta description should be no longer than 156 characters in length.

Do you need any further information about the blog post’s content, specific details to highlight, or clarification on the exact tone you want to achieve?

Developing outlines for blog posts and articles related to targeted keywords: Generative AI can create structured outlines for blog posts and articles focused on specific keywords. This provides a solid framework for content creation and helps ensure that the content addresses the targeted search queries.

Example prompt:

I need you to create a detailed outline for a blog post targeting the keyword ‘[KEYWORD]’ This blog post aims to [SUMMARY OF BLOG], driving traffic and leads for our [AREA OF WEBSITE/PRODUCT/SERVICE]. We also want to include related keywords ‘[RELATED KEYWORD 1],’ ‘[RELATED KEYWORD 2],’ and ‘[RELATED KEYWORD 3].’

The target audience is [TARGET AUDIENCE].

I want a structured outline with at least 5 main sections and multiple subpoints under each section. Please also include potential H2 and H3 headings in the outline, ensuring the target and related keywords are naturally integrated.

Use an informative and encouraging tone. The language should be clear, concise, and informative, avoiding overly technical jargon.

Past examples of our blogs include:

• EXAMPLE URL
• EXAMPLE URL 2
• EXAMPLE URL 3

Question: Do you need any further clarification on the specific focus areas within sustainable packaging or the level of detail I need for each subpoint?

Paid media

Crafting ad copy variations for A/B testing in paid campaigns: Generative AI can quickly create numerous variations of ad copy for A/B testing in paid campaigns, including:

• Headlines
• Descriptions
• Call-to-actions
• Tone of voice
• Audience variations

This allows marketers to efficiently test different wording, tones, and lengths to determine what resonates best with their target audience, ultimately improving click-through rates and conversion rates

“AI has become our go-to for A/B testing ad copy. We can generate dozens of variations in minutes, test them, and quickly identify what resonates best with our audience. It’s drastically improved our campaign performance and saved us so much time in the creative process.” – Will Dixon, Head of Paid Media

Example prompt:

We are running a paid ad campaign on [PLATFORM] for our new product, ‘[PRODUCT NAME],’ which is a [BRIEF PRODUCT DESCRIPTION]. Our target audience is [BRIEF DESCRIPTION OF TARGET AUDIENCE].

We need to create multiple ad copy variations to A/B test and find the most effective messaging. We want to focus on different benefits, calls-to-action, and tone of voice.

Expectations: Please generate 5 distinct variations for the ad copy. Each variation should include:

A headline (30 characters max).
A description (90 characters max).
A call-to-action (ideally two words e.g. READ MORE or SHOP NOW)

Please ensure each variation highlights a different unique selling point or benefit of ‘[PRODUCT NAME].’

Developing targeted ad headlines and descriptions for specific audience segments: AI can help tailor ad messaging to different audience segments by generating highly targeted ad headlines and descriptions.

Depending on input data such as demographics, interests and pain points, the platforms can produce different variations of the same message. This can increase the effectiveness of paid campaigns, improving engagement and driving more qualified leads.

Example prompt:

We are running a paid ad campaign on [PLATFORM] for our new product, ‘[PRODUCT NAME],’ which is a [BRIEF PRODUCT DESCRIPTION]. We have two primary target audience segments:

Segment 1: BRIEF DESCRIPTION OF SEGMENT 1
Segment 2: BRIEF DESCRIPTION OF SEGMENT 2

We need targeted ad headlines and descriptions for each segment to maximise engagement and conversions.

Expectations: Please generate 3 distinct ad copy variations for each audience segment. Each variation should include:

• A Headline (30 characters max).
• A Description (125 characters max).
• Focus each set of variations on the unique needs and interests of the specific audience segment they are targeting.
• Clearly label which set of variations is for Segment 1 and which is for Segment 2.

Please ensure each variation includes at least one specific keyword related to the target segment’s interest (e.g., “[KEYWORD],” “[KEYWORD 2],” “[KEYWORD 3]”).

Do you need any further details on the specific pain points or aspirations of each audience segment, or clarification on our brand voice guidelines?

Generating ideas for landing page content that aligns with ad campaigns: To ensure a seamless user experience, generative AI can create ideas for landing page content that closely aligns with ad campaigns. This helps maintain consistency in messaging and improves the likelihood of conversions after users click on the ad.

“Using AI to generate landing page content ideas has been invaluable. It ensures the landing page directly reflects the ad messaging, creating a seamless journey for the user. This consistency is crucial for driving conversions, and AI helps us brainstorm those perfect alignments quickly.” – Tom Reynolds, Senior Paid Media Executive

Example prompt:

We are running a paid ad campaign on [PLATFORM] for our new product, ‘[PRODUCT NAME],’ which is a [BRIEF PRODUCT DESCRIPTION]. Our campaign is targeting the keywords ‘[KEYWORD], [KEYWORD 2], [KEYWORD 3].’

Our main ad messaging focuses on [KEY MESSAGE]. We need ideas for a landing page that directly follows up on this ad messaging and encourages conversions. The audience is [BRIEF DESCRIPTION OF TARGET AUDIENCE].

Expectations: Please generate 5 specific ideas for content sections on the landing page. For each section, provide:

• A suggested section title
• A brief description of what the content should include (2-3 sentences).
• A suggested visual element or media to enhance the section (e.g., images, videos, testimonials).

Ensure all content ideas directly align with the ad campaign’s messaging and keywords.

Do you need any further details about the specific benefits or features of ‘[PRODUCT NAME]’ we want to emphasise, or any brand guidelines for visuals and language?

Content marketing campaigns

Brainstorming content themes and topics for marketing campaigns: Generative AI can help generate a wide array of content themes and topics tailored to specific marketing campaigns. With the right prompts AI platforms can provide a diverse list of ideas, including innovative angles and fresh perspectives. This speeds up the initial planning phase and ensures a wide variety of content options.

“AI has really sparked our creativity during campaign planning. We use it to generate a wide range of content ideas, from blog topics to video series. It’s like having a brainstorming partner that never runs out of suggestions, helping us to explore angles we might have otherwise missed.” – Sarah Boyd, Content Marketing Manager

Example prompt:

We are planning a new marketing campaign focused on ‘[CAMPAIGN NAME]’ for [BRAND] during [MONTH/YEAR]. Our target audience is [BRIEF DESCRIPTION OF TARGET AUDIENCE].

We need a variety of content themes and topic ideas to support this campaign across our blog, social media, email marketing, and potential video content.

Please generate 10-15 distinct content theme and topic ideas. For each idea, please provide:

• A concise title or topic phrase
• A brief description (2-3 sentences) outlining what the content could cover and its key message.
• A suggested format or media type for the content (e.g. blog post, short video, infographic, social media carousel).

Here are some examples of successful campaigns we have run in the past:

• PREVIOUS CAMPAIGN
• PREVIOUS CAMPAIGN 2
• PREVIOUS CAMPAIGN 3

Do you need any further information about the specific campaign goals or success metrics we are tracking, or any brand messaging guidelines for this particular campaign?

Repurposing existing content into different formats: Generative AI can analyse existing content, like blog posts, and help repurpose it into different formats, such as short videos. AI can identify key points, summarise sections, and suggest visual elements to accompany the text, supporting the creation of engaging additional content from pre-existing material. This maximises the value of existing content and broadens its reach across different channels.

Example prompt:

We have an existing blog post titled ‘[BLOG POST TITLE]’ located at [BLOG POST URL]. This post covers [BRIEF SUMMARY OF THE BLOG].

We want to repurpose this content into a short, engaging video for our Instagram and TikTok channels. The goal is to reach a wider audience and increase engagement with our sustainability initiatives.

Please analyse the blog post and provide:

• A script outline for a 60-90 second video. The outline should include key talking points and suggestions for visual elements to accompany the script.
• Ideas for on-screen text overlays or graphics that summarise key data or statistics from the blog post.
• Suggestions for background music and a visual style that aligns with our brand’s existing social media aesthetic.

Please ensure the script outline captures the core message and key takeaways of the original blog post in a concise and engaging format.

The video is for our social media audience, who are [BRIEF DESCRIPTION OF TARGET AUDIENCE]. The video should be visually appealing, fast-paced, and easy to understand.

Use an enthusiastic, informative, and relatable tone. The language should be conversational and suitable for social media.

Do you need any further details about our brand guidelines for video content, or clarification on the specific call-to-action we want to include in the video?

Digital PR

Creating press release drafts: Generative AI can assist in drafting press releases by providing a structured framework and generating initial content. This speeds up the writing process and ensures that all essential elements are included.

Example prompt:

We are announcing [BRIEF DESCRIPTION OF YOUR COMPANY NEWS]. We need to create a press release to share this news with the media and the public. The target audience is [TARGET MEDIA OUTLETS] and our key stakeholders are [KEY STAKEHOLDERS].

We want the tone to be positive, informative, and demonstrate [GOALS].

Expectations: Please generate a draft press release that includes:

• A compelling headline that grabs attention and summarises the main news.
• An introductory paragraph clearly stating the intricacies of the announcement.
  2-3 paragraphs outlining the key details.
• A quote from [TEAM MEMBER] expressing enthusiasm and commitment.
• A section with boilerplate information about [BRAND].
• Contact information for media inquiries.

Ensure the press release draft uses professional language, accurately reflects our initiative, and is factually correct.

The press release is for journalists, bloggers, and other media professionals who cover [INDUSTRY] related topics. It should also be accessible and understandable to the general public.

Do you need any further, or clarification on any specific branding guidelines we need to adhere to?

Summarising articles for media monitoring: Generative AI can significantly aid in media monitoring by quickly summarising articles. This capability allows users to efficiently extract key information and main points from large volumes of text, streamlining the process of staying informed on relevant news and trends.

“Generative AI has been a game-changer for us in terms of media monitoring. We used to spend hours sifting through articles, but now, we get concise summaries in minutes. It’s allowed our team to focus on strategy rather than just data collection.” – Nicola Bodington – Senior Content Marketing Executive

Example prompt:

We are conducting ongoing media monitoring for [BRAND/CAMPAIGN/TOPIC]. I will provide you with a series of links to online articles related to this topic. The goal is to quickly understand the key points, main arguments, and mentions relevant to our [BRAND/CAMPAIGN/TOPIC] within these articles.

This information will help us stay informed about industry trends, competitor activity, and our own media coverage, which will then be used for reporting and strategy planning.

For each article I provide the link for, please generate a concise summary. Each summary should:

• Identify the article’s main topic or focus.
• Highlight the key takeaways or main arguments presented in the article.
• Note any mentions of [BRAND] or related terms/keywords.
• Be no longer than 150 words.

Please format your response with the article link followed by the summary, making it easy to read and reference each article.

This analysis is for our internal marketing and communications team, who need to quickly grasp the essential information from media coverage.

Links:

• [LINK TO ARTICLE]
• [LINK TO ARTICLE 2]
• [LINK TO ARTICLE 3]

Do you need any further information on the specific keywords or themes to focus on during the analysis, or clarification on the specific format you want for the output?

Building custom GPTs

What are custom GPTs?

Custom GPTs are specialised versions of the standard Generative Pre-trained Transformer (GPT) models. These tailored AI models are created to perform specific tasks or functions by being fine-tuned or provided with specific knowledge and instructions. With a customised GPT, brands have access to a highly efficient tool that understands their unique needs, terminology, and workflows, leading to more accurate and relevant outputs.

Benefits of creating a custom GPT for your brand or specific tasks

• Increased efficiency: Custom GPTs streamline repetitive tasks, allowing teams to generate content, analyse data, and perform other functions faster and with greater precision.
• Consistency: Custom GPTs ensure consistent brand voice, messaging, and style across all outputs, maintaining a unified brand identity.
• Tailored expertise: These models can be trained on specific industry knowledge, brand guidelines, and past marketing data, making them experts in your specific niche.
• Scalability: Custom GPTs can handle a large volume of requests and tasks, making it easier to scale your digital marketing efforts.
• Reduced errors: Providing precise instructions and training data means that custom GPTs minimise errors and ensure more accurate results.

Step-by-step guide on how to build a custom GPT

In order to build a custom GPT, you will need ChatGPT Plus or a higher-tier subscription that includes access to GPT-4. If you have this version, follow the below steps to create a custom GPT that will act as a personalised digital marketing assistant assistant, generating engaging social media posts, blog outlines, and email marketing copy (or whatever you instruct it to do!) tailored to your brand’s voice and target audience.

Step 1: Click Explore GPTs > + Create (in the top right corner)

Step 2: Click the ‘configure’ toggle on the top left

Step 3: Name your GPT

Choose a name that reflects the function of your CustomGPT.

Step 4: Provide a brief description of what this GPT is intended for

Step 5: Instructions

In this step, you should outline exactly what you want the GPT do. Here is the data we recommend you provide in this step.

• Give your GPT a role or title: i.e. you are a copywriting assistant for a digital marketing agency
• A brief outline of your brand: think of this as an elevator pitch about your brand. Imagine ChatGPT is your new hire, what might you tell new employees about the brand on their first day in the office? What is important for them to know? Include details such as: services you provide, when your brand was established, brand goals and values, any awards/accreditations/qualifications relevant to your image, countries you operate in, etc.
• A clear sentence outlining exactly what you want the GPT to do: i.e. You should specialise in writing blog structures and marketing copy.
• Now, detail! Tell the GPT exactly what you want from the output, the more detailed the better.

• Target audience: give a brief description of your target audience.

Step 6 (optional): Upload reference files

Uploading reference files can significantly enhance your custom GPT’s understanding of your brand and desired outputs. Consider adding the following:

• Brand guidelines
• Examples of previous work
• A glossary of industry specific, or brand specific terms
• Performance reports or analytics

Step 7: Test and refine!

It’s crucial to thoroughly test your custom GPT with various prompts. Carefully analyse the outputs. If they don’t align with your expectations, refine your instructions by adding more specific details. Leverage the “Create” tab to ask for feedback and suggestions on how to improve your GPT. Here are some example questions to get you started:

• The tone of the output isn’t quite what I am looking for, what detail can I provide that will improve the tone for future outputs?
• The output is missing [INSERT MISSING POINT]. How can I modify the instructions or reference files to ensure this is included in future outputs.
• The output structure is not ideal. What details should I add to the instructions to guide the GPT to produce a [DESIRED STRUCTURE HERE]

Step 8 (optional): Create some conversation starters

To enhance usability or efficiency for your team, create pre-written conversation starters for common or frequently performed tasks. These prompts will guide users to get the precise outputs they need from the custom GPT without having to input their own complex instructions or queries each time.

Conversation starters can increase continuity, and accuracy of outputs.

Conclusion

Generative AI really opens up a world of possibilities for digital marketers who understand how to craft effective prompts. Marketers can overcome the challenges of leveraging AI and harness its power to enhance numerous digital marketing strategies by focusing on clarity, specificity, and incorporating the above expert advice and templated examples. Embracing custom GPTs further refines this process, providing bespoke tools tailored to individual brand needs.

Ultimately, AI serves as a powerful ally, augmenting human expertise to drive more efficient and impactful marketing outcomes.