Build & deploy an AI-powered digital marketing strategy
About this event
Will Francis, a seasoned digital marketing expert with over 20 years of experience, is up-skills marketers through leading institutions and in-company training. As a course director for CIM, AMA, and DMA, he teaches thousands of professionals annually, constantly learning and evolving alongside his students.
In this session, Will's going to break down his digital strategy, and walk through how he uses AI at every stage. You'll learn how to:
- Apply AI tools like ChatGPT and Claude to your own digital strategy
- Combine AI with analytics tools for deeper insights
- Streamline your workflow using Gamma for presentations and GPT-enabled Google Sheets
- Quickly create comprehensive digital strategies using AI help
If you're a marketer looking to stay ahead in the rapidly evolving digital landscape, this session is for you.
Sign up below to catch this event. Recordings will be emailed to all those registered.
When
Recording
Resources
Unlocking Effective Digital Marketing Strategies Using AI Tools with Will Francis
00:00 Welcome and Introduction
00:39 Background and Experience
02:03 Overview of Digital Marketing Strategy
06:11 Setting Clear Objectives
16:49 Creating Personas
21:24 Choosing the Right Channels
24:03 Developing Content Pillars
32:09 Creating a Content Plan for Instagram
32:53 Using Keyword Research Tools
34:25 Personal Content Plan and Keyword Mapping
35:40 GPT for Sheets and Docs
36:22 Generating SEO Headlines and Outlines
37:05 Creating Meta Titles and LinkedIn Ideas
38:09 Importance of Tone of Voice in Content
39:59 Using Gamma for Report Generation
44:13 Analyzing Social Media Data with ChatGPT
47:18 Q&A Session
Introduction
- Will Francis: Background in advertising and marketing
- Worked at Myspace, started own agency
- Focus on digital marketing, AI, generative AI
- Currently runs courses, workshops, talks, and podcasts
Objectives and Strategy
- SMART Objectives
- Specific, Measurable, Achievable, Relevant, Time-bound
- Example: Grow cupcake shop on Instagram using defined metrics
- Importance of detailed objectives over generic ones
Research and Analysis
- Tools and Techniques
- Tokbackup for social media analysis
- SimilarWeb for competitor analysis and traffic insights
- Use of Google and “People Also Ask” for keyword research
- Emphasis on exporting CSVs for detailed data analysis
Audience and Personas
- Creating Personas
- Use of ChatGPT to draft personas and inject with truth serum for deeper insights
- Importance of understanding audience pain points, goals, and media consumption habits
- Mapping Media Consumption
- Detail typical week of persona’s media engagement to decide on content channels
Content Strategy
- Content Pillars
- Focus on specific themes/topics for brand recognition and memorability
- Example: Celebration cakes, baking tips, family events
- Use of ChatGPT and tools like Globe Explorer for brainstorming content ideas
- Creation of content plans based on audience needs and questions from tools like “Answer the Public”
Content Creation and Execution
- Use of GPT for Sheets and Docs for scaling content creation
- Generate SEO headlines, outlines, meta descriptions, LinkedIn ideas, lead magnets
- Emphasis on using ChatGPT as a draft tool, not for final copy
- Importance of maintaining human creativity and quality control
Tools and Additional Insights
- Favorite AI Tools
- Heavy reliance on ChatGPT for brainstorming, research, and initial drafts
- Use of Claude for certain creative writing tasks
- Gamma for creating decks and reports
- Handling Data
- Use of large datasets from tools and feeding them to ChatGPT for analysis
- Asking simple, direct questions for better insights
Q&A and Final Tips
- No belief in prompt engineering, prefers natural conversation with AI
- Emphasized managing AI like an intern, having long conversations for better outputs
- Open to further questions and consultations through LinkedIn or email