AI Written Content for Tourism Marketing - Digital Webinar

hello and welcome everyone I'm Patricia Kingston and I'm the corporate events officer at tourism ni um and I thank you so much for joining us for this morning's webinar this is the second session in our AI for tourism webinar series and today we're taking a look in a bit more detail at using AI to support written content for tourism marketing we're delighted to be joined once again by our expert speaker Kieran Connelly from profile tree so over the next 45 minutes or so kieran's going to be explaining how AI is transforming content creation and tourism marketing and how you can best generate some tourism related content for your own business using AI tools you'll be chatting about some of the different um best tools to use for that after the main presentation as before I'll be picking up as many of your questions as I can along with Karen so any questions at all that you have today just pop those into the question box at any time during the presentation and we'll pick up as many of those as we can at the end so I'm not going to waste any more time let's get straight to it um it's pleasure once again to introduce Karen Connelly for today's session so good morning Karen and over to you thank you Patricia thank you and and thank you everyone for joining so um today is going to be um suitable for everyone so intermediate if you've never used AI before through to advance we're going to have some Advanced tips as well we're going to just quickly launch a poll and we get started but it's always useful just to gauge so again just to know um how heavy are you using AI tools so again I lean more into the advanced if it's an advanced audience to today or keep it broad if it's a little bit of everything so also really good to know where you you are against your peers so um how has AI been used in industry is it's good for us to know um overall so just give it two seconds um as as that rolls through um obviously got lovely chat GPT up on our screen here uh and that's where we're going to start so I think so we've got got a good poll there we could maybe just publish the the results then so we're seeing that um 51% are using AI sometimes for Content creation which is good to know and 19 20% have never used it so really interesting and then we've got 9% who are very strong users of AI so thank you for sharing that and we get straight in so good good to know good broad next today so when we're looking at AI uh for Content there's a couple of tools that we would use we've used nearly I'd say everything at this stage but there's a couple of we've always set on so of course opening eye cheat PT for those who've never h used any AI tool if you go on Google and type in chbt this is the page you're going to be presented with you click on try chbt and we get into this screen here so this is one of the best uh content cre creation tools that we would be using at the moment and this is a paid account now again as we covered last week the difference between free and paid accounts you do get um more capacity you get a a stronger model and your data in the paid accounts is kept with in that account so there's a lot of benefits so it's not there's no risk of your data ever been used to train an AI model now again for Content creation maybe you're not sharing any um really sensitive information so maybe that is not a concern for you so again that's a a good balance versus paying but there is a business uh decision to be made it's around most of the tools are around $20 for the paid account and we think it's a good investment around 16 pounds um Sterling so chbt is definitely a tool that you should have open and be using clo AI is another tool that we would use for Content creation and use it a lot in my opinion it writes better content than chy but feels more real more human more humanized if there's such a thing and this is owned by uh Amazon and it Google is backing it as well so very very good tool um excellent for code and analyzing data and personally I would use it a lot for creating content and with chbt and then the last tool that I'm going to highlight and use today is perplexity AI um and that again you can see it here in on our screen and again I would and we we're going to use these tools now today this is definitely a workshop so we're going to get very practical but these are the three tabs I would have open if I was writing new content in any area so written content for a website brochures social media if I was doing an email campaign these are three tabs I would have open and you'll see how I would jump in and work through them now one thing to to highlight with Purp per plexity is that it does have deep seek or one attitude so you you'll have heard a lot of Buzz over deep seek in the last couple of days uh on the news and and maybe you're even wondering what it is so basically it's a it's a new AI that launched last week in China and um the key thing with this is that it's 90% cheaper than what was already world class and leading the way and um early test and even I I I've been using it as well it it might even be better uh in some instance as well so if you can imagine this this tool has reduced the cost of running AI which is amazing back to we're all very conscious of sustainability it's reduced the cost by 90% the processing power um to compute which again is a GameChanger that's why the the stock market um uh shook a little bit because obviously um they're banking on large revenues been generated and this has reduced the cost it's good for us as smmes because it means that AI is only going to retain and maybe even get more affordable going forward which is which is good all around so we just have to watch how it develops interestingly so you can sign up for deep seek directly and you can download it onto your computer um but inst interestingly perplexity have added it and it's in their model now so you can actually use deep seek within perplexity so you don't have to use it or or go and sign up yourself but also they have it hosted in the US so there's obviously um some concerns where the data is held so um globally it's it's held in the US for this uh model so just just to make you aware of that you can use that and we'll have a look at that um today of course um here and here's the settings so beautiful thing with perplexity is and slightly unique compared to the other models you just go down into here where your account is hit the wrench and you go into your settings and you can go through this and and just to see and I recommend you do this in all of your AI tools that you're using there's an option here for it not to use my data for training you switch it on or off and then the other option in perplexity that's interesting is that you can actually select on this is the paid account um you can select which model of AI you use so perplexity doesn't have its own Advanced model it does have its own model but it's not as advanced as Claude or chat gbt so they've actually integrated it into perplexity so you can switch between the the different models and then they've now introduced um deep Seekers well well so it's kind of like a amalgamation of a couple of AI tools and it also live searches the internet including social media so that's what makes it a really interesting tool now you can use it again to just a recap so chbt you can use for free and then you get a if you upgrade you get a a more advanced more features and per Cloe you can use for free and if you upgrade to the $20 you can get um better model and more um capacity if you're a heavy user and perplexity you can use for free and you can use it at the the top level five times a day and then it goes to a reduced model or you can upgrade to again $20 um or 16 pounds a month and they do have annual plans as well so that's just showing you the three models that we use and the pros and cons of each of them um so as I mentioned deep seek is is uh on fire it's taking over so deep seek is breaking the internet and and we hear it on the news and that's all the politicians are talking about because it is it's transformed everything in the AI World um so this is what it looks like H just again to show you it and again if I wanted to know what's happening what I would do is I would actually go to perplexity and ask it um G Give me a summary of deep seek and this again is just highlighting the power of these AI tools so I don't have to go to Google or uh any news website and and uh read five or six articles to find out what's going on perplexities going live to the internet and giv me a summary of what's happening but the beautiful thing is it it links or references everything so we don't have the hallucinations that we would have heard of in 2023 and 2024 um everything is referenced so I can go and check the sources and make my own um judgment on that so it's giv me a summary of it here um and then if I wanted to go in Deep dive I can and I can ask follow-up questions and that's why um I would like perplexity but um let's get into the the the good stuff um for sure so the key to getting the best from any of these three tools for your AI content is the prompts that you use when you're using the tool so we would we would say no lazy prompts and what I mean by a lazy prompt is the prompt that I have on the screen here in chat gbt so I've just went and I've typed in uh keywords for Hospitality business in Belfast and even give me uh give me so basically I'm asking for keywords that is definitely a prompt the key and that's even more important in 2025 is that again back to sustainability the AIS are being programmed to be lazy and to conserve Power and Water so um and actually by responsible uh use of them by asking 20 questions like this we're firing up the machine every time now the use is very very small but obviously if we can give it a really good prompt the first time we're going to be using the platform better and also save our time because we're we're not going to get a good result with a with a response like this or a query like this so don't be doing any lazy prompts you need to give it as much detail as possible about your business and and how you can do that is you can um go to your about us page on your website and copy and paste in the information here if you've got marketing plans or uh information that you prepared offline you can add attachments um if you've any data analytics so again if we're talking about content for websites or email marketing campaigns or social media Analytics you can add that in and educate these incredibly smart tools on your business and the Beautiful Thing with that is the responses that you get are going to be much much better much higher level so when we talk to people and we hear um AI is not working for me it's giv me really bad uh generic content it's actually down to the prompt it doesn't understand your business enough to give you really good information that's that's the key to everything we do so uh no lazy promps so here's a better prompt um so I need a comprehensive keyword l or need comprehensive keyword research from a Hospitality business based in Belfast uh please provide and I've given a big long so this is a good prompt i' I've been very specific on what I need and what I want now often um people will be saying look I can't do prompts like that I don't have the knowledge how how do I get this I'm going to give you probably my biggest uh tip or or cheat on this is what you need to do is ask AI for the prompt if that makes sense so how I got that prompt for my keyword research um and I have it here in chat gbt I jumped over to perplexity which is my three tabs so I'm using them all all together and I asked perplexity could you write a great prompt for getting keywords in chbt for my Hospitality business based in Belfast and it gave me an incredible prompt as you can see here and what I did I copied this and it give me some points and tips on using it so I just copied this and brought it back in the chat and edited it so now when I hit submit I'm going to get a an incredibly detailed more accurate list how I I could improve this again and the next level is if I put in um the information from our about us page on our website now that would bring it to the next level because then it know who the business is it knows about our our you know how we're founded and a little bit of our history and obviously it'll use its database as well that it has um collected from using the internet so again loads of um ways that you can get a really good prompt and then the output is going to be incredibly uh strong that way as well so that's a a good way to do it so again just jump over and use the the basically yeah if you're ever stuck with AI tip ask the AI and you'll you'll be amazed with what response comes back and um building out a prompt or anything like that you can ask it um what what should I ask what would be a good uh question to ask in AI on creating social media posts so good way to go another thing and just to highlight on the paid version of chat TPT so I'm very Pro on businesses investing that6 pounds a month because I do think it's good value um on the P version you can add files you can do live internet search and you can see all these little prompts that are coming up here reminding us what we can do but one thing I really like and I use a lot is the speech option so this is available on the desktop and on your mobile app as well if you're using the paid account um and all you do is click on speech and I'll just just show you now it goes blue when it's ready good morning chat I need help with coming up with a keyword list for a Hospitality business in Belfast can you give me a really detailed creative list of keywords that I should be targeting we want to reach American uh tourists who ideally have kids and who attend a visit Northern Ireland for one to two weeks will have a car um so could you give me an initial list of keywords for that please of course here are some creative and detailed key ideas that can help attract American Tourist with kids who to visit Northern Ireland for 1 to 2 weeks and we'll have a car family Road troops in Northern Ireland kidfriendly attractions in Northern Ireland best family activities in Northern Ireland Northern Ireland family vacation no thank you should I I see you're you're adding in the location a lot into these should I have keywords that uh don't include the location abolutely using keywords without specific locations can help attract a broader audience okay thank you cool excellent so now you can see so um basically you can have a conversation with your AI and the beautiful thing is that the conversation is detailed live in the text chat so if you're walking around the house um out for a walk and driving the car obviously safely um on Bluetooth um you can have a um a chat with your um Ai and have um work being done or you're on public transport H obviously people we start looking at you as we talk to our AIS but this is going to become uh quite normal but again you don't have to type so you can when you've got something in your head like an idea or a strategy you can open chat GPT and start verbally explaining it and have it summarize it and then make it professional read it back to you prepare a report and it's all available then for you when you go back to your desktop or onto your mobile phone and you can you can take that and work it um into your into your plan so again a great tool and it's just so easy to use so again we don't even have to type which is just incredible so it blows my mind so in our office you see loads of people talking to their computers all the time now which is really interesting to see but um we we've all got these personal assistance so that's another reason why we definitely recommend um the P version again as we said um you really want to pull in as much data as you can about your business into the a iTunes because it then gets to understand um what's happening what maybe you've done in the past how your campaigns are working and that then feeds into better quality output just one of the Highlight here as well so this is our own website so not that it's all fine this year um and just in the last 30 days so we've had over Christmas so we've had um 26 ,000 visits to the website 32,000 times which again is great but what's really interesting and we're seeing encourage you to have a look at your website analytics so we're seeing now traffic coming through from chat gbt so again you can see here our fourth biggest known refer of content or sorry um people come to website is chat GPT so people so people are searching we're seeing people are going to these AI tools just like I did for deep seek and search um for information so again if I was going somewhere I would maybe ask TPT to make out an itinerary so is your business being found and that so back to the reason we really want to be making loads of content at the moment is to make sure that our businesses are in the mix so we've got chbt here we've got perplexity which is the other tool that we showed and we've got Gemini which is a Google uh tool which I um use occasionally for statistics again great tool I would use the free version and I would use it for data and statistics so I don't use it too often but if I was doing a report and I needed that then I would refer to that so again you can see now people are getting the information and then clicking through um to websites that way so again do check it out for your own business when we're talking about um AI tools of course we we have to talk about uh ethics um always and because it is very important so again U we need to talk about content quality so just bear in mind or remember that and the AI tools basically have consumed most or a lot of the content that's on the internet and what they're actually giving us back their repurposing content that they've read about topics and places so there's not any originality in what they're saying so that's important to realize because if you're creating content um let's say for an article or a Blog it's going to be the same content there's nothing new in that you need to take it and use it as a base and then add your expertise into it because the only content that's going to survive and really rank in delivered traffic is going to be the original content it's still newness the search engine are looking for new content if it's a repeat of everything else as good as a Bas but build on it put in your expert that only you know about something so um you know tips advice experiences that the AI can that's how you will take your AI content to the next level and win and the accuracy we always want to check the accuracy thankfully it's not as bad as it used to be and used to be some some problems but of course things like opening times and um because all they change a lot so that's why I like perplexity but always do check for accuracy for sure bias of course it's related to the content that's already online and there is an impact um for sure in creativity in general in the creative industry so just to be mindful of that uh there's a lot of work trans uh workplace transformation going on and where people have been upskilled to use these tools but again um they can do a much you know bigger role or job than than ever before and the biggest thing as ever is new content will win so if you're creating content it's the new content that you add into it so again we can get a great article from AI but it's the new content that you add to it is going to make it be be found online if that makes sense and but any questions on that do shout so again here's a Google search console and just for one of our Brands so again just um you always want to see the hockey up to the right but you just hit put this data this is great data that you could pull out so go to your search Google search console get your data and Export it so all you need to do is hit export um bring it to Google Sheets or uh download as CSV and add this content in this information data and the same for your social media analytics your email analytics add all of this data into the tool so it has a better understanding about what you know what your how your business is performing and then use that to build out your plans it's going be much more accurate than um just going cold and and asking questions um if that makes sense so um again I keep I see some questions are coming in so do keep them uh coming in because uh we we we will pick them all up as we get to the end so and with with these tools again we we just need to make sure that we educate them so they know as much as possible uh about our business then the so so the content that we get back is brilliant so the whole key as you've picked up with this is the prompts it's what you tell the AI and it's never been easier with voice for you to give a really good prompt or tell an AI tool about your business so there's no reason now with the paid version um on chat to to do that and really educate on your on your business and but what we can also do is is have written prompts that we save and we use and reuse again so if you go to Google again we've got a little we've published six of our best prompts so just type in um our web address to profile 3 AI prompts and sadly there is ADS now Linked In And everyone's advertising on this page but um it's a good sign and but in this page so it's here um just skip the ads you'll find six of our best prompts we've put them public and just to show you how these work and you can build out your own prompts you can work with the AI and build our own prompts so here's here's one here so again just to highlight we don't want the lazy prompts so we just copy this this information here take it and add it into the AI tool so I've done that already so here's I've pasted in that prompt and basically you can do the exact same and build your own prompts that you save um and what I need to do then is anything in brackets for our promp so we just need to change it and um and put you put in the business description so I've actually cheated as below and I've actually copied in touris of Northern Ireland content from their about us page and um I'm just going to run this prompt so again it's just to show you what a a good prompt will deliver so I'm going to let this run now and we can see where it comes back with and I'm actually going to work through um two of these prompts so this is a prompt to refine our Target demographics so again just I'm educating the AI on our ideal customer customer or ideal Avatar once I've done that then I want to work out um what are the content pillars so what are the content types that we should be producing so again I'm copying this and bringing them back into uh the AI tools so again it's buil out now the demographics of um a customer for tourism R now so I paste that in and again in our prompt we have add in your area of expertise and I just put in as above and again I'm just going to hit run and H again as above as above just I'm cheen here so it's it's building out this very Advanced um marketing plan for us using using these prompts uh again we we've refined these quite a bit over time and you can do the exact same as I say and build your own prompts and because once You' it done you'll use them forever which is which is brilliant so it's again um working away so cool I'll stop that and that with the new prompt so I'm cheating here just just showing you some information and um it will again give us a lot of information back so this this one here is to come up with content for our brand so it's giv me two responses I can pick what they are and again I can go down the key thing with producing content for the internet is we need to focus on P points so what are the problems that our customers are facing so again I would highlight the pain points here and I pop this in so we don't want to produce content for the sake of it we really want to be solving people's pains because people react to that and uh again with that then we will I've stopped that one too so I'm not letting it run um we will get better content that ticks the boxes of um what what a customer is searching for online or or their PM points so this should bring it out in a a table for us so what I recommend is to go through this our Google AI prompts and you'll find loads online that are really really good and use them to build out your ideal Persona and your marketing plan and and um with that then um you'd be able to get incredible content built out for your business so that's an example so i' I broke it by by keep stopping it but there we go so it's it's it's um going to start working now so yeah because I keep stopping it it's not going to H give me the the goods that I want but um yeah you can see how how that would work and and flow through so I'm creating content for the internet um or offline actually I find the Google guidelines very very helpful so here we have and you can just Google and helpful content so Google has really good guidelines on how you can create great content for the internet so here we have um the guides and you know again back to does your content provide original information regard uh reporting researcher or analyst um does your content provide a substantial complete or comprehensive description about the topic so no pages of 200 or 300 uh words it's not going to work it's not going to meet um good practice for users but also for um Google as well if you really want to rank a page so they've got really good guidelines on what you should be um and how you should be creating content for the internet and it it it does come down to um writing comprehensive original content so definitely use AI to to refine what you're doing to get the base of what you're doing but we still want that originality built into it um as well so don't don't uh miss the the your you or your team members adding value and uniqueness because AI repeats everything so that's that's not what we want so if we're thinking of then as well so we can use our prompts then to help us draft our social media and for social media what I would do again is back to and I've mentioned a few times I would add your analytics in so just keep adding your analytics and you will get incredible content PED in some of your past posts and ask it to analyze how they worked what could you improve what would be the plan going forward so it comes to newsletters again um here I put in a prompt and I did use AI to write this prompt uh I asked it um I said I wanted to create a great um newsletter for um tours of Northern Ireland for business for for AI webinars and basically it helped me come up with this prompt so I'm getting good value from my my requests from AI so again I just fire that in and and let's see what it it does so here we go so it's coming up with attention grabbing Ai webinars and again how AI can really help us in what we're doing so again for brushers or uh online work uh offline work it can help us refine what we're doing so it's an extra person in the room an extra voice in your ear that will help you get a better return out of your investment of time and money in marketing so again are these titles good are the better and what you can do again is ask it to refine these or be more creative or um if you're under pressure for click through RS or you really want people to visit the website then um tell that to the AI and it will refine um these these titles so again these these look these look decent titles um to start with and but then I would give it feedback and get even better response so again think of AI as a a very accomplished assistant that will help you in what you're doing um with with your marketing uh strategy so that that is very important so again you can see here it's um helping with uh different types of content which I asked it the posts and again if I I would just then again go back and say um can you be more creative I need to get as many signups as possible basically and then I would basically challenge it now what you can do again of course is is take your content from one Ai and and past it in another and have another AI correct its homework and get the feedback and and bring it back in I'd be totally honest what I do what if I was creating um a Content piece of content I would have one AI write the outline of it and then I would take take it to cloud and have it write the whole article and that that's the content I would use but I would use either perplexity if it's a real time relevant uh I need it to be topical in say 2025 I would use perplexity um for giving me the draft outline it's very very good for that and then if um I I just needed a really good media article I might use um chat gbt but then I would always take it as a second wave into clo because again as I say I personally find that the the content the right um is much better so again now I've given it feedback and not to say what it gave me was lazy but um again it is programmed to conserve power so it'll give me the bare minimum response that it believes will satisfy my query so again what I've done then is asked it to improve it and let's see here it here it is here so again they've they've um changed it up now so again so AI is changing tourism will you be left behind so they definitely it they've amped up a little bit um for this so the very good yeah yeah so again um is it is it better you'll use some of these and you'll take them and of course you can jump in then and have start talking to the AI and refine what you're doing as well so um very very important you can do that as I mentioned back in perplexity so if we go back to perplexity what you can do in the settings so again I can ask it so give me give me an outline for an article on the best things to do inass in 2025 and again um we can see what it does here and I just want to show you how you can change the models uh in this so I'm just going to wait for it to come up this is a beautiful thing about perplexity if you haven't used it before again it's very heavy on sourcing everything so um we have here so it's it's got this from a a blog site it's got this this source is tip advisor and so on so it does Source everything things so you can actually physically go and check that it's uh correct and right so again it's giv me the outline here and it's giv me um historical attractions brilliant again a very lazy prompt I didn't tell it who the target audience was what I'm able to do at this is it you know what's my call to action so it's giv me back um probably better content than they deserve because the The Prompt is so bad um but yeah I've got my my answer here and that's great what I can do here which is unique to plexity is I can ask it to if I'm not happy with it I can ask it to rewrite it um but I can change this to one of the other models so I can ask it to um at the moment I think I've set to chart gbt in my settings so I can ask it to go to deep seek and Run Deep seek I can ask it to use cloud um and then as I say we've got CH gbd here so let's rerun this with with deep seek and I'm just going to scan it one last time just to so I remember what we have so uh again it it'll follow underneath so we just hit so this is the AI model that launched last week so again I haven't used my other soundup account or anything and you can see what's unique on this model is it's it's taking more time to calculate what it's doing and it's answer so again it's and it's actually explaining what it's doing so no other model does this and it's actually breaking down um what what it's doing as it's doing do doing it which is H unique and that's another thing that's um shocked the market because no one else is so transparent of what to do deeps has made their model totally um open source so again and you can see it does take a way bit longer to run so uh let's see where it comes backward so it's going through everything so um you can see it's going looking yeah you can see exactly what's doing is going to outdoor activities events food and drink and now it's say I need to organize so here we go so it gives you full transparency what it's done so let's see so um iconic B experiences um it's pulled in cultural as well uh and again everything is referenced which is great to see so again back to that making sure everything is accurate again family attractions great so I would I would take this then um and I would then I we're getting tables and everything wow um so I would take so it's giv me again perplexity brilliant so clae doesn't live connect to the internet that's the one downside with it but perplexity does so it's pulling out all these festivals that are due to be happening in 2025 again back to real content so I didn't even know that um some of these existed so I'm going to have to check them out myself so really interesting so again I would then take this and paste it into Cloe and ask it to write uh 1500w plus article so we can do that and see now I'd also say UK English oh so there we go and that is how we get an amazing art but then as I mentioned you still need need to uh add your own tone of voice your your own little tips and advice can you write one article again just let it and CLA just runs and you see how fast this goes if you haven't used it before um so let's see so it's a pretty Medias 1500 words plus and there we go so we're getting our article the beautiful thing is it does understand SEO we get a really strong title um and we get our subhe headings built in so again it's it's working this out so what I would do then is I would take this copy it say if was going on to our website but then enhance it back to that point like add in the the value add in the tips and advice um link to the relevant sites and do your checks to make sure it's um good quality content and of course what I could do at the end of this is um ask it can can you give me me post for various social networks for example and again ideally you have these prompts saved and you can just copy and paste it in and for example it could be X and Linkedin and Facebook so everywhere you are and then again it will um just speed up your whole workflow in what you're doing so um it's a good way to go so cool excellent so there we go we've got a post and Linkedin on Facebook and again I so you take this don't copy and paste and because it does people every knows if it's AI you know and AI everything's going to be AI generated very soon but you don't want to copy and paste it what you want to do is is definitely take and Twig it add your own tone of voice and make it more unique to your brand but you can see how you can really speed up your your workflow and then I could ask okay uh for my newsletter can you write this as one and again so you can see how you can take that one piece of content and then turn it into multiple pieces of content that you could share um and uh um really amp up your marketing especially if you're not doing email marketing um for example or or maybe you're not posting on some of these platforms already you can build this into a scheduling tool and have that content automatically shared across those platforms so here's our newsletter and um again give it a little bit of feedback make it enhance it and you've got a really good news now going out as well so that's from one um piece of content and it did start in perplexity and I've been totally that's probably where I would start for most of my piece of content because of the live search um again you're just getting live live data so if we're thinking and wondering about going forward so all of this AI content is going on to the internet is there not going to be a flood of content um I would be totally honest we've never produced so much content in our life so that is that is a problem um so that's why you really do need to make sure that your content is standing out and A Step Above the Rest we have ai websites are 100% Ai and we haven't touched the content and that content does Rank and delivers visitors people coming through and sales for our business but I think that's very short term there's no doubt because of the volume of AI content that is been produced automatically online that it's going to be the content that has that original um commentary from that's going to really give you the best Roi so you might get a quick win today by posting something very quickly on AI content on the website but long term you're going to lose that so I hence we'd advise um that you would use AI as a base and then add you that um you know your expertise to make it stand and and be there forever so I did ask of course uh AI you know what is the future what does the future hold for AI content written content and what should we do and very inter interesting again this is chat gbt it came back and did give me Insight so again it does search internet but just not as live as um perplex as now as driven perplexity internet search is their primary reason um so it's come back and said short form video content is going to be and I would agree with that so uh it's so easy to produce written content now as you seen today um video on that thank thankfully we cover that in the future webinar how to do images and then we look at how but you can use AI of obvious to help you scale your video production so we will dive into that in a future webinar uh SEO optimize long form Evergreen content so Evergreen is content that doesn't date so again writing an article about a festival or an event that's on this weekend and it's not going to be repeated next year that sadly piece of content is going to be out of date and not relevant and no one's going to be searching for it um but if you've ever green content um then that that's brilliant so again you can you can go back in and update that one of the biggest tips I can give you today is if you have a website and you haven't updated the content on those pages you don't need to add loads of new content to the website go back and update your current Pages because if you go to your Google search console you'll see that your pages are already ranking so use the AI so copy the article so your service page or let's say it's a it's a a wedding page copy that content into ai go to Google Search console and copy the metrics for that brand into Google search or into Ai and ask it to enhance the content um you need to update your content Google and the search engines don't like pages that haven't been updated and again most people what we see is that they maybe launched a website two or three years ago and the static Pages even the blog post haven't been updated Google is not going to rank that content it is going to start to degrade because if someone comes out with a new uh fresh um page it's going to outrank so go back and update your content use AI it's never been easier to do that you could do this in maybe two or three days even for a a mediumsized website so it's going to and it it will transform your traffic nearly immediately so definitely do that you don't need to be adding new content so again with the Evergreen content let's say you've got a a blog post that's two days two days in in Northern Ireland and but you wrote that maybe last year well of course that's why booking.com and Trip Advisor and all these other platforms do so well in search is because it's been constantly updated but if you haven't updated that article in two years or three years our article is so out of date because so much has changed but you have it already built and you maybe spend two or three days in it imagine you went back in and added two or three paragraphs updated opening times and added a new um experience and then you can share that content on social media that piece of content will absolutely fly as I said the search engines love updated content so definitely do that that's that's on your list H user generated content very interesting again so back to trying to get away from the AI so um user generated real content so not overly polished but real real content so we'll cover that as I mentioned in the in the future webinar so again and podcast and audio as well it's really interesting to see that even AI is predicting that the the best way forward is is definitely do your long form uh written content update your pages but long term it's going to be maybe other media uh forms as well because it's so easy it's nearly too easy to do written content and that was the presentation today I I guess we stop and go back to to um questions but as I say the three tools for Content writing and I wouldn't bother using anything else to be honest is p p CH PT if you can or free uh Claud Ai and perplexity um hopefully you've seen value in um adding perplexity to your your list as well and again this is where you get five Pro searches per day for free and then this automatically switches off for the six search so you you don't have to upgrade to get the best um from this to start so and excellent so we jump now and see what questions have been asked so far if that's okay thank you so much Karen um and just a reminder at this stage that was loads of information and this was being recorded today and we'll be sharing a link to your recording for this um as soon as we have that ready we just need to do some little edits on it but um certainly later this week um that link will be excuse me will be um issued via email to everyone that has signed up for today so um so do feel free um to check back on our website if you don't get the email but it should come in to all of you um in the next couple of days so you can watch back at your leisure you can pause and then uh Ponder on some of the things that that Karen was showing us there because it was a lot to take in but really really interesting Karen thank you um as Karen mentioned I'll be um kicking off our Q&A session shortly so if you've any questions at all you haven't put into the question box just yet there still time to do that and we'll get through as many as we possibly can in the next 15 minutes or so so um just before as we always do and we're going to do a couple of very quick pools um before we get stuck into your questions so I'll kick off with the first one there so how would you rate today's session and terms of overall satisfaction um that's on a scale of one to five with um five being um extremely satisfied so let's just give you another couple of seconds to complete that for us and our second poll is how would you rate today's session uh in terms of content and relevance to your business so that's again with five being extremely relevant um based on what you were hoping to get out of today give you another second there super okay thank you so much and finally just a very quick yes and no question do you plan to take any action within your business as a direct result of um of what you've heard from Kieran today I nearly called you Connelly there hi Connelly thank you so much okay that's really really helpful for us um as always we'll be sending a post event evaluation link um along with the link to the recording for today so um that is an opportunity for you to tell us what you thought of today but also let us know if there's anything else you'd like to see on the topic of AI or or wider um as we're always working on the next Ted program or the next elements of the Ted program so do take the opportunity to fill that in or if there's anything you really would love hearing to be um covering in the upcoming sessions and over the next couple coup of months you can take the opportunity there to include that as well okay I'm not going to waste any more time because as you can imagine Ken we've had lots and lots of questions in today so um uh we'll we'll kick off um uh with um uh the first question we got in was can you correct um AI If it creates incorrect content um is there anything you can do in relation to that Karen yeah totally I I would just tell it there and then the problem is it's really interesting if if um AI said that um BOS was a capital of the north H if you tell it that it's not it will apologize and say no you're correct so H you just you do definitely need to be careful in what you're you're asking and how you're using it um I would always look for the references and then definitely if if you spot something corrected that's why I would lean a little bit towards perplexity because it does reference everything and get you get great comfort in seeing that and funny that chbt has started a copy or mirror some of that which I think is is perplexity best feature but that's probably where we can win and add the value is checking every fact and make sure it's right um because there is obviously ways to autop publish content online and and uh it will be found out eventually so uh yeah you can tell it but it will always agree with you so um that's it's it's not all so if you you can correct it but it's not always to get get you what you want if that makes sense yeah and but if you correct it will it then remember that and and if if someone else ask a similar question they'll tell them what you've corrected it to then is that no no it's it's only your yeah so you yeah he can't infed and change yeah everything yes no worries no that's fine just just to clarify that's brilliant okay um so um so yes someone was wondering does AI always produce unique copy I think that's an interesting one like from an SEO perspective say if two businesses ask the exact same question would they get an identical answer is there is there a risk that you know everybody that's watched this webinar today um you know if all the visitor attractions I'll ask the same question will they have repetition within their what what they get from AI does that make sense yeah yeah perfect um so sorry just I was going to share something there just on that last question so just one one last thing there so underneath all your sponsors um you can actually give a thumbs down or thumbs up on the and you'll have that on all uh AI so if it's good answer you can give feedback um so that does again just another way to correct uh the AI so originality um stop my share again so originality yeah so this was asked maybe a year year year and a half ago and if two people asked the exact same question I think it was it was something like one than 10,000 uh chance that you get the exact same response back so there's a lot of content and as time goes on that's less likely but it's a very good reason for making the most amazing prompt because you're prompt will ensure that you get something very unique um and that that's the case so yeah if 10,000 people asked chbt to right the 10 top 10 things to do in Belfast two of those 10 two of those articles would be identical now again even within that you'll find that only maybe a couple of words are going to change so they're going to be very very similar over time that's why again you really want to be creative in the prompt like back to it you're targeting us audience they've got they're here for a week they've got a car the the like um country west or whatever you know just as be as be as descriptive as you can and you're going to get much better responses yeah absolutely um someone's wondering here in relation to perplexity um do you have to select an AI model for each search or query or does it return a combined response from all the models that are built into it so um how does that work Karen yep so you in your settings you select one model so it doesn't combine them all so you just you do need to use a model you can use the perplexity own version but I I'd be honest I tend to go between chat gbt or clae um and now I be I think as of today so the good thing about doing these uh so frequently at the moment is yeah I'd be I'd be looking at uh using deep seek for the next couple of weeks to see how that content because again it's it's meant to be equivalent to the $200 chat GPT model and so it's $200 a month which is a premium it's meant to be actually smarter than it but it's in the CH the perplexity and it's it's included in the package there and again because it's us data everything's okay so I would be leaning towards don't get a blend but you can ask I you can use a rewrite if you're not happy with your response use a rewrite and it'll and you can change it that way very good okay um so someone's wondering here if if they upload a document on the chat GPT and it does it remember the contents of that document even if it's deleted or do you need to keep it up there for future reference yeah so it it will remember within that chat and over time the the length of chats are getting better now funny Google in in Gemini has the longest chat available uh it's millions of of characters um but what you can do and there's a feature we didn't actually look at it today is if you are on the paid um version of uh chat jbt you can go to on the left hand side there's an option called projects so and again I can I can show I'll just quickly show and in that then you can um add files or documents to it and create a a unique project and save it so again I'm just going to quickly share that is so here I've got um projects on the left hand side you just hit start and um you start a new project you update your files into that and then it will remember them within that Claude has the exact same feature again it has projects so um you can add up to 50 documents I think it is at the moment and again it does remember them so really really good um way to to um keep if you got loads of files and have a specific chat so you could have a a project chat TBT and CLA for say social media um and my brand and email marketing and my brand and uh marketing strategy and my brand and and finance and my brand you can have your documents uploaded and it remembers them in that chat and it's locked to that account brilliant brilliant um okay well someone's wondering here this is an interesting one are there tools that exist to make chat GPT more authentic so can they analyze previous posts to make it sound more like you so sort of almost learn your tone of voice um or is is there a way to do that or is it always a case of that it'll give you the data and then you need to sort of add your own tone to that H there is there is tools are built on uh chat TBT um most of them will be paid that will humanize the the content um I I'll get a link for one of the the most popular ones as well we would have used it actually when chat come out uh originally I think it's maybe $60 for a year here so I will I'll I'll get the link for it and put it in but um again I'll be honest I think the best way is to to to add your own like scan through the content own manually so we stop subscribing to those tools uh two reasons one um the AI that we're using now has become so good uh I didn't we didn't think we need it and then two um just adding in a live story it we just seem to get better results because you're you're really using an AI to correct an AI so um we're we're not getting that out the original uniqueness that that you seem to need to make sure your your content ranks absolutely um and is the rewriting option in perplexity on the free version or is that on the is that on a paid version Kieran do you know that's a very good question I'm going to check that now and I I'll shout in the next answer um okay so someone is wondering if details of your own business or your event for example isn't coming up on an AI search um is there something you can do to make sure that it does yeah and the rewrite is a pro account sadly so yeah it's a good and that gives you action so yeah but again like if you know you think you might try it out um maybe You' use it heavily for a month you will get good value from it h if you don't appear so I would recommend everyone Google their business name uh and then Google your keywords what would a customer Google so if you're offering food or if you're offering location or staying or an experience in an area um right uh what an American might write or a tourist coming in that doesn't know and stopped using Google or search engines and what do they get back so how do you appear and it's it's back to the basics of digital marketing so again having really good content on your website building your domain Authority so getting mentioned on other sites Annie mentions links to your site being listed on the the TNI website and having a link back to your site so it's all the good digital marketing things you need to be doing it's it's never been more critical I think to make sure you're appearing um in those searches um because yeah more people are definitely using AI for searches and I think outside of the UK and Ireland it's even more widespread with consumers than it is here very good now I've got two interesting questions so I'm going to ask them at once because I think they're they're kind of related so someone has asked will Google prioritize content that's authentic over AI generated content but someone else has asked do you notice or tend to notice more engagement on AI generated posts compared to manmade so it's kind of two opposite questions there so quite interesting yeah so we seen last year on Facebook some of the most engaged posts on Facebook for example were AI generated so again it was like um you'd see people maybe uh saing the cut but of course so we we would know looking at it it was 100% an AI image but users didn't know and didn't realize and there was loads of comments on it and then you'd have comments people saying was Ai and it just it just exploded so again back to if you could be very smart and sneaky in how you uh present this in a good way and um maybe be engagement that's for sure so there's sometimes it'll if it's really Ai and it's bad Ai and it's just wrong it'll just fall flat but if it's creative back to us and what we add as say marketers or operators or business owners then it can be very very impactful so that's a good way to go with the written AI content yes definitely um now we've we've sites are 100% Ai and they are doing very well and not not never been touched but I would not I long term there's no doubt because it's costing Google money they do not want that they want original content H it will always um outperform I believe uh long term so you want that original uh content so if you can add that it's called eight so it's experience expertise so eat and you Google it and you'll find the Google PTI it's experience expertise authority authority and Trust so you want to have that in all of your content and Google come up with this so it's your experience um your expertise so I am a a tour guide and this is what for 10 years so it's not in the ey H your Authority so again people are talking about you and mentioning you and um how trusted are you so back to the reviews so Google is looking at all of that to understand and and um rank your content so take take those boxes and you'll win absolutely that sounds great so eat with a double e um uh so hi often would you recommend um that businesses would use AI to update website content or how regularly should they review that it's probably the we would always say you do it manually we we' have been doing it manually but no one ever does it it's the biggest secret uh I think in hack that you can add to your business if you've got a website and you want traffic is most people are writing new blogs and putting them new content but we're forgetting about content that's already ranking so you have if you go into your Google search console you'll see you've got pages that are position six and seven eight to n and all you need to do is give it a little push it's maybe missing a couple of keywords a paragraph maybe it's needs to be updated for 2025 and that's going to take it Google already trusted and it's in the top 10 or 20 but you're getting no traffic and no leads and sales updating add that content is going to take it because Google loves freshness and put it up one two three but if you write a new piece of content and publish it maybe You' have to to wait for six weeks or eight weeks for Google to take

2025-02-05 23:07

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