How Jasper’s Content Marketing Manager Uses Jasper

I was a guest on our webinar series How Jasper Uses Jasper and I shared a lot of details about how I use the tool in my daily and weekly content production processes.

Check out the webinar below to hear the full conversation. I get vulnerable and open my Jasper Chat history to show my use cases and how I prompt. I also walk the audience through a slide deck where I share some of my biggest learnings and hot takes from using AI as my copilot over the last year.

If you can’t watch the full video, keep scrolling to see get a recap of the biggest insights and also an FAQ. 

What does Jasper’s Content Marketing Manager actually do, and how?

Here’s a quick list of the content I produce:

• Brand awareness content: thought leadership interviews, news stories, think pieces, ebooks, repurposed webinars —  all of which require content briefs I assemble
• Company- and product-driven content: product blog posts, press releases and announcements, customer engagement emails, executive comms
• Messages to the company and/or sales, CSMs, BDRs to share my latest content
• LinkedIn posts 
• I edit all of the above content and more for other team members when they need an editorial eye
• While not true “content production,” I also research ideas for new content and communicate with my team about content strategy

I do all my content creation in 2 places — the Jasper platform (using chat and the document editor) and Google Docs with the Jasper integration activated. 

‍What do I use Jasper for?

Here are some examples of what I use Jasper for:

• Summarizing semi-related bullet points from my notes into a narrative I can use as the bedrock for a section in my article — even if it’s just a single paragraph (demonstration in the webinar)
• Rewriting complex verbiage from a research report in a more approachable way
• Paraphrasing a long quote into a more concise paragraph
• Translating a transcript into a series of easy-to-digest bullet points (I may prompt Jasper to turn those bullet points into a blog outline as well)
• Interview prep, including investigating the theme of the article further or drafting more interview questions
• Summarizing a newly-published article into a quick blurb for: LinkedIn, a newsletter inclusion, a message to the company, the BDRs to share an asset with prospects
• Summarizing news stories from other outlets to get the gist of the piece quickly

[.blog-quote]I have a background in journalism. I use the skills I learned there — thorough and nuanced research, fact-checking, and transparency — in my work here. So I’m hyper-aware of AI’s occasional tendency to hallucinate. I largely do all my own research for statistics and current events. I also fact-check AI summarizations against the original content I fed Jasper.[.blog-quote]

Brand Voice and Knowledge Base are invaluable 

“You sound like a bot” is legitimately an insult now (what a time to be alive) and a particularly damning one to hear if you create content. AI tools inherently sound a little robotic without some finessing and I want to sound like me when I write (unless I’m featuring quotes from others, which I often do.) So when I use AI to help me write, I finesse with the Jasper Brand Voice. I trained Jasper with a lengthy editorial piece I wrote and it did a great job of pulling “my voice” from that piece. I make sure that Brand Voice is on every time I write. Every.single.time. 

When my work sounds like me from the get-go it makes editing so much easier. Brand Voice allows me to trust the tonal quality of Jasper’s outputs when I use them in a piece. Of course, there will always be some editing involved but I can’t stress how much time Brand Voice has saved me since I joined the Jasper team. 

Additionally, our Knowledge Base is my best friend when I write more product- or brand-driven pieces. As of this writing, we have almost 800 assets in our shared Jasper knowledge hub. And I’m thankful for the team here because there’s no way I would be uploading all those assets myself. 

All that intel covers basically every angle of our brand, Jasper’s capabilities, and our stances on major topics. When I need to write something brand-specific, a lot of the information I may need is already inside Jasper, ready to be shared. This makes it easy to combine existing info with the new details I need to share in my content. 

I also make my fair share of additions to Jasper’s knowledge via the content I produce. For example, I’ve been writing about the AI-induced changes to SEO and organic traffic recently. These are brand new developments that a lot of marketers are getting a grip on. Even when tapped into the internet, AI tools have a hard time delivering outputs on SEO 2.0. So I feed my work on the subject to Jasper. That way, Jasper’s knowledge expands around SEO alongside mine. I can use his expanded knowledge to help me as I continue to write even more about SEO. Other team members writing or curious about SEO can also benefit from this as well. 

[.blog-window]Alton’s Brand Voice, as dictated by Jasper“The tone of this brand is knowledgeable, informative, and forward-looking. It employs a professional, journalistic style that balances technical detail with lucid explanations, aiming to elucidate complex advancements in artificial intelligence for a broad audience. The brand voice is authoritative yet inviting, fostering an environment of shared learning and discovery.”[.blog-window]

Use AI to sound more human

I spent some time during the webinar discussing why marketers should use AI to get more time back in their days/weeks/months — but not so that they can churn out piece after piece. They should invest that extra time into elevating their content to higher, more human levels to stand out. 

Only the most engaging, strategic, unique, authoritative, and valuable content will win hearts, minds, and checks now (and avoid being raked over the coals for sounding too robotic or using AI poorly.) Work that seems too formulaic won’t get very far anymore (and this has been my gripe with a lot of corporate comms for a long while.)

AI has a hard time creating inherently engaging, human-focused, content on its own. It needs a well-devised strategy and a huge degree of oversight to help a creator write about complex subjects.

Trust me. I know from experience, having used AI as a copilot to help me write about biases against the LGTBQIA+ community, AI transparency, and students using Jasper to write books. Jasper couldn’t write those pieces wholesale nor could any other AI tool. Instead, I asked Jasper to help me in the ways demonstrated throughout the webinar and this article — less consequential methods that I can control and closely monitor. But even within those bounds, Jasper helped me get those articles ready to publish significantly faster than if I didn’t use it. 

In the end, I had more time to polish those articles before finalizing them, which is my hope for every content producer using AI.

Thanks for reading! Again, be sure to check out the full video for more context on everything mentioned here. And if you’re curious how Jasper can help you in your content production, be sure to book a demo to find out!

[.blog-demo-button]Book a demo[.blog-demo-button]‍

FAQ

How do you balance speed with quality when making content? 

Set yourself up to be fast. Establish the infrastructure in your workflow that allows you to work as seamlessly and efficiently as possible. Then you can create the best content possible — only faster.

For example, if you write about your brand or products a lot, upload everything you can about your company into Jasper’s Knowledge Base. This will give Jasper the intel it needs to give you a massive head start on content like product pages, press releases, branded blog posts and social, etc. 

You can also make a Brand Voice for every tone you need. Make a voice for your brand’s blog, LinkedIn, Instagram, internal comms, and webpage updates. 

Lastly, save your favorite templates and your most-used prompts so you can copy/paste them quickly. Have a list of reliable use cases for AI/Jasper that you know the technology can excel at. Lean into those. Don’t spend tons of time trying to fit AI where it doesn’t belong in your workflow. That will only slow you down.

How do you edit AI outputs to sound more human and engaging?

I actually wrote a piece dedicated to this idea. I lay out 9 key steps you take to make AI outputs sound more human. Check out How to Edit AI Content: 9 Tips for Adding a Human Touch to AI Outputs to learn more!

What are your greatest tips for making content with generative AI?

Don’t try to force AI into places within your workflow where it may not belong. Experiment with as many use cases as you can to figure out where AI can best help you. Do this while still maintaining a high level of quality, oversight, accuracy, and the irreplicable “human touch.” Once you have a handful of core use cases, make those second nature. Trying to AI-ify your entire world will only lead to poor outputs, frustration, and wasted time.

My next tip: Edit edit edit edit. Fill your knowledge hub with useful brand details and get your Brand Voices up and running so you can edit a little less upfront. Either way, make sure that every piece of AI-generated content is up to par around factual accuracy, tone, and your brand’s specifics. Otherwise you may end up on the growing list of companies getting into hot water for publishing bad AI content. 

What’s your biggest concern as an AI-enabled writer?

That these tools will go away and I can’t use them anymore. 

That’s not entirely true but I am past the point of no return on using generative AI. I can’t imagine not having this technology at my disposal to ease my production. It’s like spell check for me now — it’s absolutely necessary. 

My concern isn’t so much around my use of it. I’m concerned about the spread of misinformation across the world now. It was a problem before generative AI but this technology makes it so much easier to spread lies and content that seeks to cause havoc. And that’s scary.

I also really feel for the people who have lost their jobs due to companies being too trigger happy to save costs now that gen AI is here. Enabling content writers to produce better work with AI is the way, not cutting staff and asking a thin content team to produce the same amount or more because they have a subscription to an AI tool now. I think companies that lay off editorial staff and replace them with AI will regret that in the long run.I’m Jasper’s Content Marketing Manager and I use the platform just about every day.