Communications, Marketing, Martech

Embracing AI: Content Creation Strategies for Accounting Marketers

Unlocking AI

The constant launch of new AI tools and techniques can be overwhelming. Many accounting marketers have found that using AI to assist with content production is a practical way to get started.

A recent AAM High! Webinar—From Hype to Practical Application: AI for Accounting Marketers offered actionable techniques for using AI to help craft compelling content. The session was presented by Don Breckenridge, Partner and Co-founder of Marketing by Numbers, Laura Metz, Senior Growth Manager of HCVT, and Sarah Stage, Director of Marketing of Insero & Co. CPAs

Effective Prompts

Writing effective prompts is essential for enabling AI to draft on-point articles that resonate with your target audiences. Prompt writing is both an art and a science. Practice makes perfect.

Make sure your prompts:

  • are clear, specific, and concise.
  • give AI a role.
  • specify the desired article length.
  • specify the desired tone.

TIP: Embed specific context (sources) into your prompts to reduce “hallucinations” (false information generated by AI), maximize accuracy, and enhance relevance.

EXAMPLE:

### SOURCE ARTICLE #1
[Enter text of source article #1]

### SOURCE ARTICLE #2
[Enter text of source article #2]

### INSTRUCTIONS
You are a marketing professional tasked with writing an article for a certified public accountant. I have provided multiple source articles to help you write a new article about the benefits of investing in a 401(k). Use the source articles to help write a new article. Ensure that the information in the new article is accurate based on the information in the source articles. The article length should be 600 to 900 words. The tone of the article should be professional and engaging.

 You can also use contextual prompts for many other purposes, including:

  • creating a list of main points from one or more source articles.
  • writing an article outline.
  • drafting an article summary.

Expert Interviews

Integrating insights from internal subject matter experts (SMEs) into your articles is essential to making them informative, unique, and engaging. In advance of an SME interview, use AI to generate questions and provide you with factual context for the questions. This approach is particularly helpful when you are writing on a highly technical topic or one that is unfamiliar to you.

EXAMPLE:

### SOURCE ARTICLE #1
[Enter text of source article #1]

### SOURCE ARTICLE #2
[Enter text of source article #2]

### INSTRUCTIONS
I am going to interview an expert on the topics in the articles I have provided. Please provide a list of questions related to the information in the articles that I can ask the expert. I would like to ask questions that help expand on the topics in the articles and help me understand the significance of the information. With each question, please provide some factual context so the expert better understands the question. Do not include duplicate questions.

  TIPS:

  • Leverage an AI tool, like Fathom, Zoom, or Co-Pilot for Teams to summarize or transcribe the interview. Use the summary or transcript as one of the source documents in your prompt for writing or editing a related article.
  • Before speaking with an SME about a technical topic, gain a better understanding by asking ChatGPT to explain the topic to you as if it were speaking to a particular type of person. For example, “Explain to me the benefits of investing in a 401(k) as if I were a high school student.”

Closing Thoughts

Always review the content AI produces. Think of AI content as a first, rough draft. Review and edit it for tone, accuracy, writing style, engagement, and originality.  Collaborate with subject matter experts at your firm to correct inaccuracies, elicit quotes, and integrate a unique spin on a topic.

Experiment with prompts. As you use AI and review the content it produces, consider changes you can make to future prompts to improve the outcomes. Another best practice is to give follow-up prompts to have AI edit its previous responses. I used ChatGPT to generate a first draft of this blog post. While some of the content it produced was helpful as background, I used almost none of it in my final piece. I’m already thinking about changes for future prompts. Trial and error are key.

Embed AI in your workflows to gain efficiency. Tools like custom GPTs from OpenAI and Zapier can automate tasks, further streamlining your processes.

Human engagement is essential. As aptly put by Dan Black, EY’s global talent acquisition leader, “Robots are not coming for your jobs. They’re coming for your tasks.”  AI gives marketers time back for more strategic pursuits.

Follow your firm’s AI policy—a framework for how your organization develops and uses AI. If your firm does not yet have a policy or a plan to create one, consider volunteering to help form a steering committee to design a policy.

To learn more, visit the AAM member website to access the webinar recording, a prompt writing guide, and an AI policy resource. Or, connect with Jill on LinkedIn.

About Jill Jacobs


Jill Jacobs is a marketing consultant who advises professional services firms on strategies to innovate and grow. Leveraging her experience as a former Chief Marketing Officer at national accounting and advisory firms, she offers clients tailored solutions that help them increase revenue, enhance brand recognition, and deliver exceptional experiences to their clients. Connect with Jill at  https://www.linkedin.com/in/jillhjacobs

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