Harnessing AI for Authentic Marketing: Insights from Kinsey Soderberg

We’ve all experienced it: boring social media posts or blog copy made using AI. When I sniff out something written by a bot, I usually glaze over and, frankly, get a little insulted. 

Love it or hate it, AI is necessary for business these days to pump out the volume of content necessary to keep up with today’s demanding, distracted consumers.  But what if I told you AI could generate really good content for your brand? Content that feels authentic yet created with precision for engagement and conversions.  Did peak your interest?  

That is exactly what we are talking about in this episode of The Scalable Marketing Machine Podcast.  I dive into AI for marketing with guest Kinsey Soderberg founder of Feel Good Social and Authentic AI. We discuss exactly how to use AI as a collaborative tool, training it with brand-specific data, and addressing the gender gap in AI usage.

The Challenge of Context and Differentiation in AI-Generated Content

As we navigate the ever-advancing world of AI, one of the pressing issues that came up was the tendency of AI to produce generic, context-lacking content. I shared my concern about AI-generated ad and landing page copy failing to capture the nuanced language and unique voice that makes marketing truly impactful.

Kinsey echoed this sentiment, underscoring the importance of treating AI as a collaborative tool rather than relying on it entirely. She introduced the concept of creating a "brand blueprint" to help train AI systems like ChatGPT to better align with specific brand personalities and avoid the so-called AI "telltales."

The Power of a Brand Blueprint

Kinsey's approach to integrating AI involves creating an extensive brand blueprint document. She explained how this blueprint encapsulates:

1. Brand Core Identity: Detailing the brand’s mission, vision, values, opinions, and beliefs.
2. Understanding Ideal Customers: Including thorough insights into customer demographics, lifestyles, values, pain points, and desires.
3. Brand Voice and Writing Style: Codifying the specific language and examples of copy that resonate with the brand's voice.
4. Brand Offer Suite: Outlining offers from freebies to core products for strategic alignment.
5. Brand Core Messaging: Ensuring consistent content across various platforms.

This structured documentation allows AI tools to generate content that is not only accurate but also closely mimics the brand's unique voice and ethos.

Closing the Gender Gap in AI Usage

A significant segment of our conversation revolved around the gender gap in AI tool usage. Kinsey highlighted unsettling statistics showing that men are twice as likely to use top AI tools compared to women. This disparity could exacerbate the gender income gap, as AI has the potential to increase productivity by up to 40%.

We discussed cultural barriers that discourage women from using AI tools and emphasized the need for women to feel empowered and authentic when leveraging AI. Kinsey urged women to harness these tools effectively, contribute their unique perspectives to AI development, and thus ensure diverse representation in AI models.

Empowerment and Support for Women in AI

Creating a culture that encourages women to use AI without guilt is vital. Kinsey talked about building community support and fostering environments where women can share best practices and learn from each other. By promoting inclusivity in AI and encouraging women to bring their perspectives to AI interactions, we can bridge the gender gap and improve productivity.

Maintaining Authenticity in AI-Generated Content

Maintaining authenticity in AI-generated content is a major concern. Kinsey and I discussed the importance of embedding personal perspectives into AI interactions to ensure the output remains true to the brand’s voice. Kinsey shared how she uses "formula prompts" and "fill-in-the-blank prompts" to guide ChatGPT, resulting in content that aligns with her brand voice in just a few minutes.

For those interested in refining their approach, Kinsey offers a free resource called the "Reels Prompt Playbook" available at DIYwith.AI/reels. This resource helps entrepreneurs create social media content that feels genuine and engaging.

Operationalizing AI with Teams

Empowering teams with guidelines and training on effective AI usage is crucial for consistent brand representation. Kinsey emphasized that CEOs should create standard operating procedures (SOPs) for AI tools to help their teams navigate this new terrain. This upfront work can significantly improve efficiency and ensure that AI-generated content adds value rather than becoming a source of frustration.

Our conversation underscored the necessity of a balanced approach to AI in marketing—leveraging its capabilities while maintaining the human touch that makes each brand unique. By bridging the gender gap in AI usage and encouraging inclusive perspectives, we can harness the full potential of AI and drive forward with impactful, authentic marketing strategies.

I hope this episode inspires you to explore the possibilities of AI in your marketing efforts and to contribute to a more inclusive, empowered AI landscape.

Take a listen! 

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