Rule the Robots

LENGTH: 58 minutes

Have you played with AI tools, but you've been disappointed with the output? Or do you suspect you could get more out of your effort?

In this engaging kickoff session to AI for Content Creators, you'll discover the power of effective prompts that deliver useful results from AI writing platforms like ChatGPT. You'll explore:

• The elements of a successful prompt
• How to craft prompts that inspire creative and relevant content
• How to tailor prompts to your writing goals (and refine them for optimal results)
• How to teach AI your writing tone & style to augment your creative potential with the art of crafting prompts

BONUS! Discover how to use AI ethically.

LENGTH: 62 minutes

Models like GPT-4, LLaMa, and StableLM have trivialized some tasks, allowed others to scale rapidly, and are changing the foundations of digital marketing and content creation. But marketers are profoundly unprepared for what's just around the corner.

That's why we've invited Christopher S. Penn to discuss…

• How large language models are built, and what they can and can't do
• How you and your organization should be thinking about their usage
• How to approach AI with privacy and data security in mind
• What's just around the corner

Plus, 12 marketing use cases!

LENGTH: 63 minutes

Cathy McPhillips will demystify AI and show you how to harness its power to enhance your storytelling skills without fearing the robots will take over your job (they won't... if you're prepared). Discover how AI can be your ally, augmenting your creativity and helping you stay relevant and reach new heights in content creation.

During this session all about YOUR relationship with AI, you'll…

• Learn how to integrate AI into your content strategy, maximizing efficiency while maintaining your unique voice
• Uncover steps to up-skill and re-skill in the realm of AI
• Explore real-life examples of AI-assisted content projects, inspiring you to pilot your own

LENGTH: 62 minutes

Despite everything AI can do, Ann Handley believes the role of the (human) writer remains uniquely integral to our content and marketing. She has spent her career believing in and championing great writing… and that belief remains stronger than ever.

We writers need not be threatened by AI—but instead should view it as an opportunity to be more creative. You’ll learn:

• 21 places where AI can help us be more effective
• 10 places it is truly terrible
• 6 ways to write like the robots can't

You'll push away from your computer after this session with a clear understanding of when to use AI and when not to.

LENGTH: 61 minutes

It's the Wild West out there. Is a showdown in the cards? And will you continue to hold 'em (your AI practices, that is)… or will you have to fold 'em as the law catches up?

You need to know how the law impacts marketers and content creators right now. Internet lawyer Ruth Carter (and faithful sidekick and basset hound Lucy Jane) will break it down.

In this frontier, the law changes fast. Ruth will share the most up-to-date facts about:

• What risks you're taking if you use AI to create your content
• What you actually own
• How to set yourself up to avoid legal wrongdoing
• How to protect yourself if you outsource your content creation

LENGTH: 64 minutes

It's only natural that marketers—stewards of their brand's voice—may feel uneasy about letting AI into their offices. But consider this: We can collaborate with AI and make it a brand voice ally.

Imagine a world where every communication your organization sends out sounds like it could come only from your brand or company. Where everyone uses the appropriate tone in every situation, to match your customer's mindset. In this class, you'll learn how to use AI to:

• Identify your competitors' brand voice so you can differentiate
• Document brand voice, style, and tone for different writing types
• Stay on current messaging for products and campaigns
• Help customer-facing non-writers stay compliant
• Provide better brand resources to partners, distributors, influencers, etc.

LENGTH: 62 minutes

AI will not kill SEO. But it will disrupt how we approach it—from research and content creation to the algorithms we work to impress. Your content strategy must focus on relevance, predicting visitor behavior, and delivering a personalized UX, more than ever.

Wil Reynolds will share analyses of millions of keywords to help you determine which areas are most "disruptable," so you can focus your future-focused SEO efforts and get up to speed with AI without starting from scratch. In this session, Wil will discuss:

• Why writers must get access to chat logs and customer insights to feed into ChatGPT
• How to pair your content with better images using AI
• How to combine Google's "People Also Ask" with AI to make more compelling content

LENGTH: 63 minutes

So much conversation is about AI for writing. But what about AI for insights?

After 100+ hours of research and thousands of prompts, we've discovered the best use for AI is for personas and audience research. Once you've trained it to be like your buyer or reader, you can ask it anything, day or night.

This session will show you how to create your own custom-trained AI persona. Then you'll learn how to use your persona to get insights quickly, including:

• Brainstorm topics and create draft outlines
• Identify influencers, SMEs, and potential collaborators
• Find gaps in your existing web copy
• Identify triggers for conversion and action!

LENGTH: 55 minutes

“Tell me what you prompt, and I will tell you who you are."
— Ann Handley and Christopher S. Penn

If you're like many in this content creator cohort, you're already honing your prompt powers both on and off the clock. Because you don't need a "prompt engineer" job title to successfully instruct AI to create a winning recipe.

But would you be willing to pit your prompt know-how against a fellow marketer, mano a mano? Watch three digital marketers in the ultimate battle for the title: "Iron Chat(GPT)."

Hosts Ann Handley and Christopher S. Penn unveil a series of prompt challenges. Contestants share their prompts—and their results. Then our hosts judge whose prompts reign supreme.