Background
- Project was completed in Q1-Q2 2023, and used free or affordable generative AI (GAI) tools: GPT-3.5 (free), ChatGPT Plus (GPT-4, $20/mo), Hyperwrite Starter plan (free), Grammarly Free.
- Marketing team members had varying levels of AI experience and literacy — but all were given explicit instructions on which AI tools to use and how to use them. All AI outputs were reviewed and edited by professionals.
Our Approach
For this project, the goal was maximum efficiency and speed to market.
- Identified where we could use AI to expedite content creation, on-page optimization, and content formatting, and selected our shortlist of AI tools.
- Created prompt SOPs — step-by-step instructions for AI inputs and all human editing, reviews, and decisions to be made.
- Wrote and tested the prompts (prompt design/prompt engineering).
- Managed team training, rollout, and execution.
- Ran a pilot with about 15% of the total project workload to start. We then evaluated the process, work quality, efficiencies, and decided to continue with the remainder of the project.
- Continued to refine processes and prompts along the way to improve quality and optimize efficiency.
Results
- Saw a more than 12x increase in hourly output — in other words, we created the same amount of work in about 92% less time.
- The client invested just $2,000 in the AI strategy for this project — and saved nearly $200,000 as a result.
What It Means
AI enabled us to:
- Greenlight a project that the client wouldn’t have had budget for otherwise.
- Dramatically accelerate speed to market, testing out a new strategy without waiting an additional 6 months to get it off the ground.
- Scale up our content production process beyond what was previously possible.
- Discover new ways to blend automation and professional writers, and test several writing, editing, and general GAI tools’ capabilities.
Get a free template to organize your company's generative AI prompt library.
Not having a well-organized prompt library could lead to:
- Lost knowledge. If you can't find it, you can't use it. And if you can't use it, you can't replicate it.
- Redundancies. Multiple copies of the same or similar prompts creates inefficiency and undermines version control.
- Information silos. By controlling the repository of prompts and versions, everyone's work gets better.
- Compliance breaches. Unmanaged prompts can threaten your company with the exposure of confidential information or the creation of harmful or biased work.
