Using the Marigold AI Content Assistant with Best Practices for AI-Assisted Copywriting

This user guide will tell you how to have the Marigold AI Content Assistant added to your Engage+, how to use the Marigold AI Content Assistant, the best practices for better, more efficient copywriting using AI, and a power-tip for marketer efficiency.

How to have the Marigold AI Content Assistant added to your Engage+

Marigold AI Content Assistant is available for use in the Engage+ Content Designer in all regions where Engage+ is provided. 

To Get Started:

Contact your Marigold representative and request the Marigold AI Content Assistant.

• Currently, Marigold AI Content Assistant requires the use of Content Designer. 
  • You will first need Content Designer enabled in your account if it is not already there. Content Designer is part of your Engage+ contract. Ask your Marigold representative to add Content Designer to your Engage+.
  • If you currently do not use Content Designer and use the Advanced Editor instead, after activating Content Designer your existing campaigns will still use Advanced Editor.
  • Content Designer will become the default option when creating new campaigns, but you will still be able to create new campaign content using Advanced Editor as needed. 
• Ask your Marigold representative for the Marigold AI Content Assistant. You will receive the Generative AI Addendum. This must be esigned or signed, scanned and returned to your Marigold representative. After Marigold receives your signed Generative AI Addendum, the capability will be provisioned to your account.

How to use the Marigold AI Content Assistant

Learning Step 1. Enter or create an email campaign and go to the Content tab.

 

 

The feature is only available from Title, Paragraph, List blocks and Buttons. It is not available in the older Text block these blocks replaced.

Learning Step 2. Drag a Paragraph block onto the canvas.

 

Learning  Step 3. Click into the new Paragraph block and then click on the blue button that says: “Write with AI.”

 

 

 

Best practices for better, more efficient copywriting using AI

Best Practice 1 - follow this formula for prompts

Learning  Step 4. This is the most important step. You need to write a good quality prompt to specifically tell the AI what to do. 

The voice: With an active, persuasive marketer voice (you can also say compelling, same idea). 

• If you have brand guidelines on voice, note them here. You can also say, in the marketing voice of mycompany.com (your company website URL or other example), write…

Directly state how many words: in 60 words

Who is the target audience: Describe who the customer for this product is, as well as you can. Is this going to a particular segment? If yes, describe it. Otherwise, just say “customer.”

What is the desired outcome: What do we want the customer to know about and what do we want them to do?

 

The Takeaway:  Use this formula for your prompts -   Desired Voice (consider pointing to an example of your brand’s marketing voice) + # of Words  + Target Audience + Desired Outcome

 

Learning  Step 5. Click on the blue “Generate” button.

 

 

 

Learning  Step 6. If you are happy with the result, click on the blue “Apply” button.

 

 

 

Best Practice 2 - Refine your prompt to reduce the need for editing, document, and share

You could edit the content manually now if needed. However, if you will be writing many messages with AI, try adjusting your prompt to make this and future copy more in-line with your needs. 

By learning the best way to ask for what you need you will have to edit less in the future, and you will grow your skills to be an AI prompt-writing expert. Document your most successful prompts for quick re-use, and share what you learn with your colleagues if they are also writing prompts.

 

The Takeaway: Experiment, learn, and become better at writing prompts that will have your needed outcome. Document what you will re-use, and train your colleagues with your learnings so they too can be more efficient and their AI-generated copywriting will be more powerful.

 

 

Learning  Step 7. If you want the AI to rewrite the content, click into the box with the prompt “What would you like to write about?”

 

 

Learning  Step 8. A selection of presets will appear. You can choose one, or type something original in.

 

 

Learning  Step 9. Click on the blue “Generate” button. Then click on the blue “Apply” button.

 

Power-tips for marketer efficiency

Use Your Product Page URL for Faster Copywriting

1. Go to your site and navigate to a page focused on a specific product and copy the URL.
2. Enter the Prompt below and edit it:

• • In an active, compelling marketer voice, in 200 words describe why a (describe the specific target audience or just say customer) should buy the product that is on {paste the URL}

3. Click on the “Generate” button

The AI will not read the Web page. However, for SEO, URLs to specific products typically contain product descriptions that the AI can leverage to write compelling content about why your customer should buy the item on the page. If not, copy and paste a brief product description into the prompt.

The Takeaway: Add the URL that describes the product you are selling to your prompts -   Desired Voice (consider pointing to an example of your brand’s marketing voice) + # of Words  + Target Audience + URL of Product Description + Desired Outcome

 

Use Generative AI to Quickly Refresh or Re-purpose Older Campaigns

1. Make a copy of an older campaign that you wish to re-purpose.
2. In Content Designer, make a new paragraph block under the test area that contains your older copy.
3. In the Assistive AI prompt area, you can tell the AI to perform any of the following:
   • In an active marketer voice, re-write this email copy to be more impactful, and more effective:
   • In an active marketer voice, re-write to restate and freshen this email copy in a new, more effective way that will not be recognized by a reader of the original version:
   • In an active marketer voice, re-write this email copy for a more modern audience:
   • In an active marketer voice, re-write this email copy for a different season, product, promotion, segment:
   • In an active marketer voice, re-write this email copy to change brand voice to…
   • In an active marketer voice, re-write this email copy to highlight other benefit(s)
   • Re-write to restate and freshen the email copy in a new way
   • Translate the email copy to a different language
4. State the desired length and outcome.
5. Paste in the older content and click “Generate,” then “Apply”.
6. Delete the legacy content, if the new content is acceptable.
7. Edit it as needed, or ask the AI to make a further change.

Sample Prompts

 

Part of the prompt:	Example:
The Voice	In a persuasive marketer voice…
(optional) Describe your brand guidelines	…using the brand guidelines of…
How long should the copy be	Write 100 words…
What needs to be written?	Of email copy…
What is the desired outcome, and who is the audience (customer, or is there is a specific segment)?   Is there a promotion, seasonal incentive/context, or scarcity?	That will persuade a customer to buy a woman’s wool coat for the winter   That will make a customer hungry for, and purchase, a bowl of chili with queso at $2.00 off   That will persuade a customer to begin a fitness program in August

• In a persuasive marketer voice, write 100 words of email copy that will persuade a customer to buy a woman’s wool coat for the winter.
• In a persuasive marketer voice, write 100 words of email copy that will make a customer hungry for, and purchase, a bowl of chili with queso at $2.00 off.
• In a persuasive marketer voice, write 100 words of email copy that will persuade a customer to begin a fitness program in August.