How to Enhance Your Arts Organisation’s Digital Marketing with AI

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Artificial intelligence, or AI, is fast becoming the new space race, with tech companies competing to challenge the boundaries of what it can do. As arts marketing professionals, how can we use this technology to our advantage?

We posed this question to the 100 webinar attendees in our February webinar: Work smarter, not harder: AI and digital marketing in the arts

The webinar offered insights into prompting ChatGPT, explored alternative platforms and included a live demo of how to apply AI to the Yoast plugin for SEO optimisation. The session provided tips for AI art generators and a live demo of Google Analytics 4 AI tools. Although this post will cover the key takeaways from the webinar, we encourage you to view the full recording on our webinar page.

ChatGPT and its alternatives

Many marketers have likely become familiar with software like ChatGPT. While it works well for some purposes, it is important to not limit yourself to one platform and explore the other software programs that exist in the market. For example, Google’s Gemini works well when wanting results that use real-time data. Other alternatives into include Co-Pilot by Microsoft and Groq by Elon Musk.

Upgrading to ChatGPT Plus 

The free version of ChatGPT was launched in November 2022 by OpenAI, generating over 180 million users. Now that a pro version of the software is available, people are wondering if it is worth parting with $25 a month.

By switching to ChatGPT Plus, users get access to newer features and technology because it utilises ChatGPT4 instead of 3.5. People also have more customisation options, enhanced privacy features, and priority access at busy times. One big advantage is the ability to upload documents directly into the chat and ask it to complete seemingly endless tasks with the information provided. 

Ways to effectively prompt ChatGPT

ChatGPT is a tool that marketers can leverage to save time in the long run if the user can effectively prompt the software. Product Manager at Google, Jeff Su, created a ‘six building blocks’ method that is tailored to produce the most effective outputs. His six blocks include task, context, example, format, persona, and tone to shape a strong prompt. 

In terms of task, always make sure to start the prompt with action verbs such as ‘generate’ or ‘analyse.’ This block is the most essential out of the six because it points the AI in the best direction for the task at hand. 

Next, provide some context to constrain the endless possibilities and guide ChatGPT towards relevant outputs. Make sure to give essential background information, such as key metrics of success, brand vision and target audience to deliver the results that best meet a user’s needs.

Showing and telling by providing examples can help guide ChatGPT toward something that will work best for a company’s target audience or typical content. For instance, the user can insert examples of social media posts or copywriting to emulate.

Another way to strengthen a prompt is by specifying the exact format desired for the output. Whether that is a blog post, website copy, or report, being specific in this manner can help the user digest the information better. 

To show a brand’s personality, consider naming a specific persona to pull from. By selecting anyone from a CEO to Superman, ChatGPT can write in their style and give a creative response. 

The final building block that is useful for prompt generating is tone. Highlighting the specific tone of voice for ChatGPT to use ensures that main objectives are accomplished and the target audience is reached. To avoid sounding robotic, it is helpful to select a tone that matches your organisational or strategic strands. 

DALL-E prompting tips for best results  

Marketers can also utilise AI art generators by following a few key prompt writing tips. The model sometimes needs multiple iterations until it produces exactly what you want, so it is important to be patient and play around with different keywords. Sometimes the smallest changes make the biggest differences, so test out different combinations of words or concepts until you find the one. 

Remember that when being subjective –  ‘a beautiful dancer’ or a ‘striking sunset’ – the AI will draw upon references, rather than creating a sunset it deems to be striking. Make sure to do a little research about the model you are using to understand how to best utilise it. Also, be clear and concise when describing the scene or environment.

Additionally, avoid using  conflicting words like bright and dark or surreal and realistic. This can confuse the model and give you something completely different than what you might have imagined. To avoid this, be clear about the artistic style you would like the image to have so the resulting images best capture your vision.  

Unlocking the power of AI for SEO optimisation

One tool that marketers are leveraging is artificial intelligence to improve their SEO efforts. By using this tool, you can enhance your efforts by providing insights, automating tasks, and improving the overall efficiency of your strategy.

AI-powered tools are a game-changer when it comes to keyword research. They can help you identify relevant keywords and phrases for your content. Platforms like Ahrefs, SEMrush, and Google’s Keyword Planner can help you analyse vast amounts of data to discover trending topics and search patterns, ultimately improving your SEO efforts. 

To further improve your SEO strategy, utilise AI plugins like Yoast SEO and Rank Math to analyse your website’s pages and provide recommendations for on-page optimisation. This includes suggestions for meta tags, headers, and content structure to improve search engine visibility. Take advantage of these available tools to ensure your content is SEO friendly and allows for maximum visibility. 

Moreover, AI can help you keep an eye on your website’s search engine rankings and generate insightful reports to help you understand how your SEO efforts are performing over time. Because AI can automate certain aspects of SEO, it is crucial to have some human input and strategic thinking in your analysis. Regularly assessing and adjusting your SEO strategy based on the evolving landscape and your specific business goals can help you stay ahead. 

Google Analytics 4 and AI

Google Analytics 4 (GA4) is the latest version of Google Analytics, which includes several features that use artificial intelligence (AI) to provide next-level insights and analytics capabilities. Below are some ways in which GA4 incorporates AI to improve your web analytics.

Identifying and tracking website events is easier than ever with GA4 because it uses machine learning to automatically record interactions like page views, clicks, and form submissions. Through GA4’s enhanced measurement, there is no need to do any manual setup for common events tracking so it is significantly easier to gather relevant data. 

GA4 also includes predictive metrics to forecast future user behaviour. For example, it can predict potential revenue, conversions, and engagement based on historical data, helping businesses anticipate trends and make data-driven decisions. By utilising these predictive insights, you can make more informed decisions for your business.

Finally, GA4’s Analysis Hub features exploration and analysis techniques, allowing users to interactively explore and visualise data and automatically identify insights and trends. These tools make it easier for users to uncover valuable insights without requiring advanced analytics skills. Staying ahead of the curve is made possible through this use of artificial intelligence. 

If you’d like to dive even deeper into tips and tricks for using AI effectively to work smarter not harder, don’t forget you can watch the full webinar recording at any time. Don’t miss out on our future webinars by staying up to date with our website and social media! 

Leslie Aboytes - Marketing Intern