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So, you're hearing all this buzz about AI in marketing, right? It feels a bit like everyone got a fancy new gadget, but the instruction manual seems to be missing, or maybe it's written in a language you don't quite speak yet. If you're wondering how to actually make AI do useful things for your marketing – things that go beyond just spitting out generic fluff – then you're absolutely in the right place. This workshop is all about rolling up our sleeves. We'll start by cutting through the noise of "The AI Revolution," giving you a clear, straightforward picture of what’s really changing for marketers and how you can confidently navigate these shifts without getting bogged down by the hype.

Then, we get to the real meat and potatoes: prompt engineering. Think of it as learning the 'magic words' – or rather, the smart, practical ways – to ask AI for exactly what you need, when you need it. In "Prompt Engineering 101," we’ll cover the essentials, the fundamental dos and don'ts that make all the difference. With "Prompt Engineering 102," we’ll dig a bit deeper, exploring how to craft prompts that get you truly insightful, creative, and on-brand results for your campaigns and content. Because the goal here isn't just to use AI; it's to use it well, making it a tool that genuinely makes your job easier and your marketing sharper. You'll discover how to make AI your helpful work buddy, not something that feels like another confusing task on your plate.

Key Takeaways for Marketers:

  • Get a straight-to-the-point understanding of how the AI Revolution truly impacts your marketing work and what you can do about it.
  • Learn the core skills of prompt engineering so you can talk to AI effectively and consistently get the results you actually want.
  • Discover how to write more advanced prompts that help you generate genuinely creative ideas and higher-quality marketing content.
  • Find practical ways to use AI prompts in your everyday marketing tasks to save time, spark new angles, and achieve better outcomes.
  • Leave with a clear set of proven techniques and practical approaches you can use right away to make AI a valuable, human-directed part of your marketing toolkit.

TRAINING AGENDA & ACTIVITIES

(Subject to change in the coming months as AI evolves and the talks are updated)

0:00 – 0:05 (5 minutes) Welcome & Workshop Roadmap

  • Brief Welcome & Speaker Introduction
  • Workshop Objectives: What marketers will achieve today.
  • Agenda Overview: The journey from AI understanding to practical application.
  • Setting the Stage: The AI-Powered Marketer.

0:05 – 0:50 (45 minutes) Module 1: The AI Revolution for Marketers

  • Why AI is a Marketing Game-Changer
    • The Current AI Landscape: Quick overview of LLMs, Generative AI, and Multimodal capabilities relevant to marketers.
    • Beyond the Hype: AI's real impact on marketing efficiency, personalization, and creativity.
    • The Ada Lovelace Analogy: Understanding the power of instructing technology.
  • AI in Action: Transforming Marketing Use Cases
    • Information Processing & Analysis: Gaining market insights, competitor analysis.
    • Content Creation & Communication at Scale: Streamlining generation of marketing copy, social posts, visuals.
    • Process Automation: Introduction to AI agents for marketing tasks.
    • The AI Work Buddy Concept: Personalizing AI for individual marketer productivity.
  • Strategic AI Adoption for Marketers
    • Identifying "Low-Hanging Fruit": Quick wins for AI in marketing workflows.
    • The Human-AI Partnership: Augmenting marketing teams, focusing on human strengths.
    • The Competitive Edge: Why AI literacy now gives marketers a significant advantage.

0:50 – 1:00 (10 minutes) Short Break

1:00 – 1:30 (30 minutes) Module 2: Prompt Engineering 101 – Foundations for Marketers

  • Introduction: Why Prompting is a Marketer's Superpower
    • Significance of effective AI communication in marketing.
    • Thinking Beyond Keywords: Crafting conversations with AI for marketing goals.
  • The RICCE Framework: Your Blueprint for Marketing Prompts
    • Role: Defining AI personas for marketing tasks.
    • Instruction: Crafting clear directives for AI.
    • Context: Providing brand guidelines, audience details, campaign objectives.
    • Constraints: Setting word counts, tone, output formats.
    • Evaluation: Defining success criteria for AI-generated marketing content.
  • Core Prompting Principles for Marketing Excellence
    • Focus on Clarity, Context, Specificity, and Iteration applied to marketing.
    • Ethical AI Use in Marketing: Authenticity and avoiding bias.
  • Quick Demo: Crafting an Effective Marketing Prompt
    • Illustrative example of applying RICCE to a common marketing task.

1:30 – 2:15 (45 minutes) Module 3: Prompt Engineering 102 – Advanced Toolkit for Marketers

  • Unlocking AI Memory & Custom Instructions for Marketers
    • AI Memory: Personalizing AI for ongoing brand voice, campaign details, audience preferences.
    • Custom Instructions: Building your "AI Marketing Interns" (e.g., Content Promotion Assistant, SEO Content Optimizer, Podcast Prep Assistant).
    • Brief walkthrough: Setting up a simple custom instruction for a marketing task.
  • Advanced Prompting Strategies for High-Impact Marketing
    • Chain-of-Thought Prompting: Step-by-step generation of complex marketing assets (e.g., email nurture sequence, content pillar plan).
    • The Art of Iteration: Refining prompts for nuanced marketing messages.
    • Common Prompting Pitfalls & How Marketers Can Avoid Them.
  • The Future of AI Prompting in Marketing
    • Brief look at AI agents and multimodal prompting in upcoming marketing workflows.

2:15 – 2:55 (40 minutes) Module 4: Bespoke AI Workshop & Application Lab

  • Extensive Q&A Session
    • Addressing specific questions from attendees about AI tools, prompting, and implementation.
  • Guided Exploration & Practical Application
    • Helping attendees identify a specific marketing task or process in their own role that AI can improve.
    • Brainstorming prompt strategies and potential Custom GPT ideas tailored to individual needs.
  • Hands-On Work with Expert Assistance
    • Attendees begin outlining or drafting their AI-powered solution (e.g., custom instructions for a repetitive task, a prompt sequence for content creation).
    • Mike provides personalized guidance and feedback.
  • Goal: Each attendee leaves with at least one clearly defined, actionable AI-powered process or tool concept to use immediately.

2:55 – 3:00 (5 minutes) Final Wrap-up & Call to Action

  • Recap: Key skills marketers have gained and the value of their new AI process.
  • Encouraging continued learning, experimentation, and implementation.
  • Resources: The AI Hat Podcast, AI Work Buddy, discovery sessions, etc.

 
Mike Allton The AI Hat

Mike Allton
AI Consultant, Speaker & Podcast Host
The AI Hat