Scaling your content production and workflow with AI Learn how to work smarter rather than harder to produce high-quality content at scale with the resources you already have. Make your team faster and more productive by incorporating AI-related tools and methodologies into your workflow. In this master class, you will learn about some of the dominant AI tools for research, content development and copywriting and how to use them to expand your capabilities with little to no investment other than time. The presentation will dispel some myths and provide the key steps to get you up and running with AI incorporated into your marketing workflow, whether for yourself or your clients. Key Takeaways: You will learn about the predominant AI tools, their strengths and weaknesses, where and how to use them in your marketing efforts, related best practices, missteps to avoid, and where and how to add automation to scale your ongoing marketing activities.

1. KEYNOTE
TORONTO, ON ~ APRIL 18 - 19, 2024
DIGIMARCONCANADA.CA | #DigiMarConCanada
Generative AI Content
Creation
Andrew Jenkins
CEO
VOLTERRA

2. AI&Workflow
TurbochargeYour
Productivity
April 2024

3. Let’swork smarter,
ratherthanharder

4. “Don’t be simply competent. AI
replaces competence.”
SETHGODIN
AI-Enhanced

5. From the AI Landscape, to prompt
engineering tips to lots of examples of AI
use cases and related tools and
solutions.
WhatWe’llCover
LotsaStuff!

6. 1. Generative AI in Content Creation Market
Growth: The Generative AI Content Creation
Market size was projected to be USD 11.6
billion in 2023 and is expected to reach USD
15.2 billion by the end of 2024.
2. Adoption of AI in Content Marketing:
Marketers who use AI have reported an
average of 70% increase in ROI.
AI’sFuture
ContinuedGrowth
31.2%
US Market Growth
70%
Increase in ROI

7. 1. Be clear, concise and simplistic with your language
2. Provide Context (e.g., role or persona - “Act as…”)
3. Don’t be afraid to be authoritative rather than polite
4. Define the format for output, but don’t hesitate to
include what you don’t want too
5. Define style and tone and provide examples or source
material for reference, if possible
6. Iterate and experiment, but save what works
BeConversational
PuttheChatinChatGPT

8. Don’t be afraid to have a conversation with
the AI tool.
Instruct. Optimize. Answer.
GetHelp!
AskHow!

10. AIUseCases
There’sanAI for that?

13. “Don’t get hung up with production
value.”
”People will forgive quality for
authenticity.”
Justship it!
QualityvsSpeed
Opus.pro

19. LinkedIn
AIontheside

22. Start thinking, “Everything is content.”
Interview a subject matter expert:
• Video clips
• Audiograms
• Text - blogs & pull quote graphics
3 Birds
1 Stone

24. Make Magic Clips and Magic Audio
Turn one recording into multiple assets
Magic Clips!
Riverside.fm

25. Show Notes withOne Click

26. Textinto...
lotsof content

27. Blogto
video

28. Listento
a blog

29. Create
promos
and more

30. I asked ChatGPT to explain a viable social media strategy using
Millennial/Gen Z slang.
Yo, what's up, my peeps? If you're trying to rock a dope social media strategy that speaks to the millennial
and Gen Z crowd, then listen up!
First things first, you need to create some lit content that will get your followers hyped. Make sure your
content is on fleek and uses some fire slang that will resonate with your audience. Keep up with the latest
trends, memes, and hashtags, so you can stay relevant and engage with your followers.
Next, you need to make sure you're using the right platforms. The youth is all about TikTok, Insta, and
Snapchat, so you should focus your efforts there. But don't forget about Twitter and Facebook, too - they
may not be as trendy, but they still have a loyal following.
Now let's talk about engagement. To build a strong following, you must regularly engage with your
audience. Be sure to respond to comments, DMs, and tags, and use some dope emojis and GIFs to keep
things light and fun.
Finally, don't be afraid to show some personality! Authenticity is key to connecting with the youth, so show
off your quirky side and let your hair down. Just make sure you stay woke and don't use slang that could be
considered problematic or offensive.
There you have it - a social media strategy that will have you on fleek and keep your followers coming back
for more. Now go forth and slay!

32. Here is the blog for review –
https://visserssales.com/underst
anding-the-mechanics-of-
industrial-centrifugal-pumps-a-
deep-dive/

33. Here are some suggested social media posts to promote this blog article on LinkedIn, Facebook and Twitter:
LinkedIn:
Unlock the Secrets of Centrifugal Pumps 🔓
Centrifugal pumps are the unsung heroes of many industries. Dive deep into understanding how these critical machines work to efficiently move
fluids.
Our latest blog post breaks down the key components and operating principles of industrial centrifugal pumps. Learn how they can enhance your
operations.
Read now: [link to blog post]
Facebook:
How Do Centrifugal Pumps Really Work? 🤔
You rely on centrifugal pumps every day in your plant, but do you know the science behind how they move fluids so effectively?
We take a detailed look under the hood of these essential machines in our newest blog article. Discover the critical components and advantages
of industrial centrifugal pumps.
Check it out 👉 [link to blog post]
Twitter:
Centrifugal Pumps 101 - Mechanics Explained 🔧
• Impeller spins
• Fluid accelerates
• Pressure increases
= Pumping power 💪
Learn how centrifugal pumps work their magic in our latest deep dive blog post.
Read it here: [link to blog post]

34. Please provide a detailed analysis of the attached data export,
which includes metrics from recent Facebook and Instagram paid
advertising campaigns. Identify the top-performing elements and
those that underperformed. Based on the data, recommend
specific strategies for enhancing the effectiveness of future
campaigns.
Prompt:DataAnalysis ofCampaigns

35. 1. Research data, analytics and statistics regarding Facebook
and Instagram that includes users and time spent. Focus on the
Canadian market and recent data from 2023 and 2024. The
results will be used to support the business case for setting up
social accounts on Facebook and Instagram for a B2B
organization specializing in health benefit plan management.
Do you understand what is being asked?
2. Organize the data for Facebook and Instagram for use in a
4-6 slide PowerPoint presentation
Prompt: DataAnalysisforBusiness Case

36. 2
Average Time Spent
Per Day On Instagram**
3
Average Time Spent Per
Day On Facebook**
1
Instagram Users*
33 Min 30.8
Min
19.5M
Of Canada’s
Population
40.3%
Canadian Social MediaLandscape
*https://www.statista.com/statistics/859285/instagram-user-share-in-canada-age/
**https://www.insiderintelligence.com/content/marketers-leverage-social-media-canada

37. UserDemographics andEngagement
• Facebook users in Canada: Majority aged 25-34, reflecting a
key demographic for B2B marketing.*
• High engagement rates indicate active user interaction, crucial
for B2B marketing strategies.
*https://blog.hootsuite.com/instagram-demographics/

38. 47.20%
52.80%
Men Women
UserDemographics andEngagement
Instagram users in Canada:
52.8% women, 47.2% men.*
*https://www.statista.com/topics/2729/social-networking-in-canada/

39. Advertising Effectiveness
Instagram users in
Canada spend an
average of 15 hours
and 50 minutes per
month on the app.*
1
IG Users
Facebook's comprehensive
ad targeting options allow
for precise audience
segmentation, essential for
B2B marketing.
2
Targeting
Facebook's ad reach is
equivalent to 59.1% of
the total Canadian
population.**
3
FB Reach
Instagram's ad reach in
Canada equivalent to
49.4% of the eligible
audience.**
4
IG Reach
*https://madeinca.ca/social-media-statistics-canada/
**https://blog.hootsuite.com/average-engagement-rate/

40. CaseforMetainB2BMarketing
• Broad reach and high engagement rates make Facebook and Instagram
prime channels for brand awareness and lead generation in the
Canadian market.
• Visual and interactive ad formats on Instagram cater to the evolving
preferences of younger demographics, crucial for long-term brand
positioning.
• Facebook's extensive targeting capabilities enable precise B2B audience
targeting, from industry professionals to decision-makers in the health
benefit plan sector.

41. FBEmployer Branding andRecruitment
• Showcasing Company Culture: Facebook allows organizations to share their company
culture through posts, stories, and live videos. Sharing content that highlights company
events, employee testimonials, and behind-the-scenes looks at the workplace can help
attract candidates who align with the company’s values and culture.*
• Recruitment Strategies: Facebook’s diverse tools, including job postings in the Jobs tab
(available in the US and Canada), targeted ads, and groups, enable organizations to
reach potential candidates effectively. The platform’s broad user base ensures that job
ads can reach a wide audience, including passive job seekers.*
• Engagement with Potential Candidates: Through Facebook, organizations can engage
with potential candidates in real-time, answer their questions, and provide insights into
what it’s like to work for the company. This direct engagement helps build a positive
employer brand and attracts candidates who are a good fit.*
*https://www.ismartrecruit.com/blog-how-to-hire-candidates-from-facebook

42. IGEmployer Branding andRecruitment
• Visual Storytelling: Instagram’s visual nature allows organizations to tell their
story through images and videos, showcasing the work environment, company
culture, and employee experiences. This can be particularly effective for reaching
younger demographics who are highly active on the platform*
• Highlighting Diversity and Inclusion: Organizations can use Instagram to
highlight their commitment to diversity and inclusion by sharing stories and posts
that reflect the diverse backgrounds and experiences of their employees. This can
help attract candidates who value inclusivity.**
• Employee Advocacy: Encouraging employees to share their own stories and
experiences working at the company can serve as powerful testimonials for
potential candidates. Instagram’s features, such as hashtags and tagging, can
amplify these messages and reach a broader audience.**
*https://talenteggtrends.ca/2014/07/how-instagram-can-support-your-employer-brand/
**https://risepeople.com/blog/employer-branding-instagram/

43. Wouldyou likeAIwith that?

45. Buzzsumo Question Analyzer

46. Buzzsumo Content Analyzer

48. Social Media Listening

52. Automatingyourworkflow
Proceedwithcaution

56. Automation vs Autopilot:
You are putting your brand at risk

57. LinkedIn
Globalbrandsmake
mistakestoo

58. How do I know you’re using automation?

59. Considerations
• What do you need done?
• What can you do?
• What can you outsource?
• Try free before subscribing
• Test a bunch
• Use a VPN for access if need be
• Compare and pick your key few tools
• Automate parts of a process before going
all in

60. FollowtheMoney
Who isgetting
investmentandfrom
whom?
Withgrowthcomes
consolidation

61. • ChatGPT from OpenAI
• Claude from Anthropic
• Perplexity which includes Claude
Opus and ChatGPT-4 Turbo
• Opus.Pro
• Lumen5
• Headliner
• Zapier
TheToolsand Services
• Play.ht
• Frase
• Riverside.fm
• Buzzsumo
• Meltwater
• Audiense
• Make
• Cassidy