Course overview
Content that lasts over time
Most marketing teams know what they should do. Still, it doesn’t get done. The plans are there. Well thought out and anchored. Strategy is rarely the problem. Neither is the ambition.
It is noticeable in everyday life. Content is produced when someone has time. The work is done in batches instead of continuously. Quality varies and rarely drives action. The problem arises after the plans are set.
This course is about just that. How AI can be used to change the way we work.
The goal is work that lasts. Where what is produced is used more and works better, without every effort starting from scratch. A way of working where content is produced continuously, used in several contexts and is coherent. Where quality is not determined by who happens to do the work.
The course is given as a one- or two-day course. Two days gives more time for exercises and work with your own material.
The course can be delivered as a business course in one or two days.
Also check out our courses in data, cloud and AI to develop your knowledge in data analytics, cloud computing and artificial intelligence.
Course Objective
What you will take with you:
- A clear framework for where AI creates the most benefit in your marketing process
- Understanding of how data, processes and measurement affect content work
- Hands-on experience of using AI in content production without losing tonality and relevance
- Insight into how a more systematic and scalable content work can be built up
- Understanding common pitfalls when using AI in communication
- Concrete ways to move from individual initiatives to a more cohesive way of working
Target Group
Marketing managers, communication managers, content producers and growth managers who want to work more systematically and efficiently with AI in their content work.
Prerequisites
No special prior knowledge is required.
Certification
This course does not have any associated certification. Each participant who completes the course receives a course certificate.
Trainer
This course is conducted by experienced trainers and consultants from one of Informator’s partners.
More about the course
The training covers the following areas:
How AI is changing marketing
- What AI is actually changing in marketing and communication
- Why the gap between strategy and production is often the real problem
- Where AI creates real impact and where it mostly leads to more content without effect
- How to start thinking more systematically about AI in marketing
Get control of data, processes and measurement
- How to look at your content process with new eyes
- How to identify bottlenecks in planning, production, and publishing
- What is relevant to measure and why
- How AI can contribute to better decision-making and prioritization
Writing with AI without sounding like AI
- Why so much AI content feels generic
- What must always come from a person: what is important, what can be opted out and why someone should care
- How AI is used as a support instead of a sender
- How to produce better first drafts that can actually be worked on
- What goes wrong when AI is used carelessly in content production
AI-Supported Content Production in Practice
- How AI can be used for briefs, drafts, and content in multiple formats
- How to go from idea to finished material in a more structured way
- How the same base material can be used in multiple channels
- How to increase both capacity and quality without losing direction
Tools and working methods
- The difference between using AI point-by-point and building a functioning system
- How to reduce dependency on people in content work
- How to Stop Relying on Individuals for Tonality and Quality
- What it takes to achieve continuity in content production
From insight to next step
- How marketing organizations typically move forward after an initial AI initiative
- How to Start Small but Build Something That Lasts
- Which development tracks are often relevant after the course
- How to Take the Next Step Without Getting Bogged Down in Tools or Experiments
