Mastering AI Prompting: Unlocking Creative Potential
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Great writing with AI starts with great prompts. In this hands-on session designed specifically for digital agencies, content marketing expert Andy Crestodina will share powerful strategies for building a prompt library tailored to your agency's diverse content creation needs. Drawing from his expertise working with hundreds of businesses and agencies, you'll learn how to craft precise, actionable prompts that consistently deliver smarter, more creative outputs from AI tools, enabling your team to scale effectively and efficiently. https://www.youtube.com/live/7kagzBn7qYk
![Build me a persona of a [job title] at [industry/company
size/geography] with [roles/skills/responsibility].
This person is looking for help with [challenge/problem/task]
and is considering [product/service].
List their hopes/dreams, fears/concerns, emotional triggers and
decision criteria for hiring/contacting a potential
partner/provider.
Who they are
What they need
How they think / feel
Try this Persona Prompt](https://image.slidesharecdn.com/dudaaiforagencies-250509125308-0236084c/85/Mastering-AI-Prompting-Unlocking-Creative-Potential-24-320.jpg)
![Improve the following prompt for clarity and structure. Your
goal is to make a reuseable prompt.
[paste in draft prompt]
Instructions, goal
Draft prompt
Try this Prompt Improvement Prompt](https://image.slidesharecdn.com/dudaaiforagencies-250509125308-0236084c/85/Mastering-AI-Prompting-Unlocking-Creative-Potential-40-320.jpg)
![What questions are people in [industry] afraid to answer?
What false things do people in [industry] believe to be true?
What are the most important topics in [industry] that are the least likely
to be covered by the popular blogs?
What are the most common assertions in [industry] that are least likely to
be supported with evidence?
What counter-narrative opinions about [topic] are least likely to be
discussed by bloggers and thought leaders?](https://image.slidesharecdn.com/dudaaiforagencies-250509125308-0236084c/85/Mastering-AI-Prompting-Unlocking-Creative-Potential-66-320.jpg)
Mastering AI Prompting: Unlocking Creative Potential
- 1. Presentation Title Subtitle Month, #, Year Hands-on prompting for agencies How to build and scale a reusable prompt library tailored to your agency’s content needs
- 2. McKinsey Marketing and sales are at the center of AI opportunity Marketing has the most “opportunity”
- 3. 59% of marketers agree the rate of change is overwhelming
- 5. Report Style guide Examples Screenshot Persona Strategy Outline / Draft Marketing assets Report Images Prompt Response 1 AI Trainer
- 6. Draft Prompt Final response Ask AI to revise the prompt Test the prompt Reusable prompt 2 1 Prompt Engineer problem good
- 7. Reusable Prompt Final response Response Reusable Prompt 3 AI Process Developer
- 9. Prompt Revised Prompt Response or Action Revised Prompt Agent Builder 5
- 11. 😬 � � 🙂 � � 🤓 � � 🤩 AI user AI trainer Prompt Engineer AI Process Developer Automation Builder Agent Builder Agent Manager Opportunity Disruption
- 13. source: Harvard Business School An individual with AI can outperform a team without AI One person with AI vs. Two people without AI
- 14. source AI is a “skills leveler”
- 15. Let’s create more top performers Do anything you can to produce more of these source: Orbit Media
- 16. Our goal is quality and performance …and maybe efficiency
- 18. Services: Veterinary services for Zoos Audience: Zookeepers
- 20. …and no different from the AI overview
- 21. AI = Average Information …tastes like water
- 22. “The problem is not that AI is doing what marketers can do. The problem is that marketers keep doing what can be done by an AI” Jay Baer Author, Speaker, Leader
- 23. The AI-Powered Persona Quick insights into our audience
- 24. Build me a persona of a [job title] at [industry/company size/geography] with [roles/skills/responsibility]. This person is looking for help with [challenge/problem/task] and is considering [product/service]. List their hopes/dreams, fears/concerns, emotional triggers and decision criteria for hiring/contacting a potential partner/provider. Who they are What they need How they think / feel Try this Persona Prompt
- 25. Job title, industry, location, role Challenges, goals, needs Hopes, fears, triggers, decision criteria Say hello to Alex! Alex cares deeply about…
- 27. AI = Assume Incorrect Don’t trust AI. Trust yourself.
- 28. What information would help you do your job? What social media posts are you likely to click on? What information are you likely to search for? What research studies would support your current initiatives? What do you hate most about researching exotic animal vets? Ask it anything, day or night.
- 29. What widely accepted best practices do you secretly reject? What common advice you think is harmful? What commonly held fear or concern do you think is overblown or misguided? What seemingly unrelated topic or field you believe has crucial lessons for their industry? What unpopular opinion do you hold about a trending topic in your field? Thanks, Liza Adams!
- 31. Name it. Save it. Use it all the time.
- 32. Make it a PDF file. Share it with the team.
- 33. AI for Content Strategy Content Mission Statements and Signup CTAs
- 34. Best practices Role and goal Instructions, output What do we think?? Attach the persona
- 35. Why would anyone share their email address??
- 37. Revise and Test Your Prompts That first one was just a draft
- 38. Draft Prompt Final response Ask AI to revise the prompt Test the prompt How to write a prompt problem good
- 39. My initial prompt It’s revised prompt
- 40. Improve the following prompt for clarity and structure. Your goal is to make a reuseable prompt. [paste in draft prompt] Instructions, goal Draft prompt Try this Prompt Improvement Prompt
- 41. Ask AI to revise The original prompt Revised prompt!
- 42. Let’s compare A content marketing mission statement includes three elements: the target audience, the topics and the benefit to the reader. It should be concise and be adaptable as a call to action to subscribe to a newsletter. You are an expert content strategist, skilled in creating content that attracts visitors and builds trust. Craft a draft content mission statement for the persona based on their information needs. Create three examples of newsletter signup calls to action based on the mission statement. Develop a detailed content marketing mission statement (audience, topics, specific benefits) for the attached persona, focusing on practical application. Then, create three distinct, actionable newsletter signup CTAs that directly reflect the mission statement's benefits and encourage subscription. Provide brief reasoning for each CTA's effectiveness. ORIGINAL PROMPT REVISED PROMPT
- 43. Let’s test Newsletter Signup Calls to Action 1.Enhance your animal care expertise. Subscribe to our newsletter for the latest insights on exotic animal health and behavior. 2.Join our community of dedicated animal professionals. Sign up for our newsletter and receive practical tips on preventative care, behavioral enrichment, and innovative treatment methods for exotic animals. 3.Stay ahead in exotic animal care. Subscribe to our newsletter for updates on the latest research, case studies, and best practices in zoo animal management. Newsletter Signup CTAs 1. CTA: "Subscribe to the Exotic Expert for practical tips on preventative care and behavioral enrichment for your zoo animals. Get actionable strategies delivered straight to your inbox.” 2. CTA: "Reduce stress and improve animal health! Sign up for our newsletter for guidance on managing complex medical cases and finding reliable veterinary partners." 3. CTA: "Want to ensure your animals thrive? Join our community for exclusive content on the latest advancements in exotic animal medicine and welfare." ORIGINAL RESPONSE REVISED RESPONSE
- 44. Draft Prompt Final response Ask AI to revise the prompt Test the prompt Reusable prompt 1 How to write a prompt problem good
- 45. Add it to your shared prompt library!
- 46. Keep it simple.
- 49. “Give AI a screenshot of a folder of emails. Ask which would have high or low open rates.”
- 50. Let’s try it out!
- 51. Nope! It was WAY off
- 52. Any other ideas? Is there a use case for inbox screenshots
- 53. Screenshot of a folder full of their emails
- 54. Screenshot of email folder Analysis prompt Detailed analysis!
- 55. Summary of their email strategy
- 56. How content marketers are using AI Brainstorming is the #1 use case source
- 57. Steve Rayson Co-founder, Buzzsumo ...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content... or well researched and evidenced content.
- 58. Steve Rayson Co-founder, Buzzsumo ...if you want to create content that achieves a high level of both shares and links then you should concentrate on strong opinion original research
- 59. Thought Leadership Can AI help us find interesting topics?
- 63. Original Research Can AI help us find gaps on the web?
- 64. Original-research-topic-finder prompt Very sales-focused. Not great for top-of-funnel
- 65. Original-research-topic-finder prompt No persona! Much better content ideas!
- 66. What questions are people in [industry] afraid to answer? What false things do people in [industry] believe to be true? What are the most important topics in [industry] that are the least likely to be covered by the popular blogs? What are the most common assertions in [industry] that are least likely to be supported with evidence? What counter-narrative opinions about [topic] are least likely to be discussed by bloggers and thought leaders?
- 67. Where does your audience spend time? Analysis for PR and outreach, online and offline
- 68. Persona “Watering holes” prompt Pitch, collaborate Listen for topics Attend, sponsor, pitch presentations Collaborate on research Pitch articles
- 70. AI-Powered Sales Page Review Everything should align with the persona
- 71. Visitors who land on service pages are 10x more likely to become a lead
- 72. Visitors who land on service pages are 10x more likely to become a lead
- 73. Service: Exotic animal vet services Target audience: Zookeepers
- 76. Here are the ratings…
- 78. Let’s ask for a visual!
- 79. Your brand’s messaging should align best with your persona
- 82. Thank you. Reach out anytime. Andy Crestodina Co-founder / CMO 773.353.8301 andy@orbitmedia.com
Editor's Notes
- #2: Potential economic value from gen AI and share of employees with a positive outlook on gen AI by function
- #8: The joy of creativity and solving has moved.
- #9: Ideogram
- #15: Zipfian Distribition
- #30: Ideogram: The zookeeper and the exotic animal vet are taking care of a small lizard
- #36: Ideogram: The zookeeper is reading an article online and they are pleased at how useful and easy to read it is!
- #48: BAD: Learn, Discover, Register, Join GOOD: Write them in the first person "I want in" "Save my spot" "Give me access" "Give me the insights" (First person, what's in it for me)
- #61: Ideogram: The zookeeper is deciding which exotic animal medications smell the worst
- #69: Ideogram: The zookeeper is at an Zoological association meetup and is happy to run into someone who provides outsourced veterinary services for large exotic animals
- #81: Ideogram: The zookeepers are looking out over a vast zoo in the evening light. The spacious animal enclosures and happy zoo animals look beautiful below them. They are deeply fulfilled in their lives and in their professions.