Course information

Business Communication. Sharpen your communication skills.

Have you been using AI tools for work and feel ready to make AI an invaluable member of your marketing team? Then this advanced course in large language models and generative AI tools is for you.

In this practical, hands-on course, you will learn:

• advanced, proven marketing and copywriting prompting techniques and processes
• how to engineer prompts for your specific business and marketing needs
• ways to get the most out of the latest features in leading Gen AI tools
• when to use and choose powerful AI tools such as ChatGPT, Claude, Gemini, Copilot and Perplexity
• how to use Image Creator, Midjourney and more for images and video content
• how to build automations, GPTs and ‘vibe code’ for some of the tasks above without needing tech or coding skills.

Designed for graduates of our Beginner AI Course, or those with a good understanding of ChatGPT and other Gen AI tools. This course is not suitable for beginners.

Aims

This course aims to provide you with advanced skills and knowledge in large language models (LLMs) such as ChatGPT, Gemini, Claude, and other Generative AI tools such as Perplexity, to help you produce high-quality marketing content, faster and more efficiently. By the end of the course, you will feel confident in your ability to enhance your company’s marketing processes and performance with AI.

Outcomes

By the end of this course, you should be able to:

• employ advanced ChatGPT/LLM and AI tool prompts and techniques to optimise and automate market research, competitor analysis and audience insights
• design comprehensive content plans with ChatGPT, Perplexity, Gemini and Claude, for email campaigns, social media campaigns, sales pages, blog articles, videos and more
• refine and adjust your tone of voice to mirror and strengthen brand messaging
• generate high-quality content drafts for email, social media, sales pages, landing pages, apps, and blog articles, using advanced prompt engineering
• integrate image tools within ChatGPT, Gemini, and other AI image tools, for enriched text and image content creation
• create automations, GPTs and ‘vibe code’ for several tasks above
• blend AI power with your expertise and ‘human understanding’ throughout every step of your marketing journey to get pro quality results from these tools.

Content

Part 1: Important LLM/AI updates (pre course video)

• Reviewing the latest features and uses from ChatGPT, Gemini, Claude and Co
• Getting to know other valuable AI tools featured in this course
• Prompting technique best practices and new prompt research discoveries

Part 2: Researching your market and audience

• Using ChatGPT, Gemini, Perplexity and other tools for comprehensive market, competitor and audience analytics
• Crafting laser-focused target audience personas with intricate prompts
• Integrating external tools and datasets with ChatGPT

Part 3: Content planning and strategy

• Crafting compelling strategies based on your research and target audience
• Building content plans that target your audience on social media, email, blogs and other relevant channels

Part 4: Developing and matching tone of voice

• Analysing, identifying and honing your brand’s tone
• Training and adjusting ChatGPT/Claude to mirror your desired tone
• Getting consistent results using ChatGPT features and workflows

Part 5: Drafting and creating high quality content

• Advanced prompt engineering for drafting and creating unique, audience-focused content
• Creating engaging content pieces for landing pages, blog posts, email campaigns and social media
• Blending text with visuals using ChatGPT, Gemini and other AI image and video tools

Part 6: Editing and refining your content

• Fine-tuning with advanced editing prompts
• Using AI tools to refine drafts into stand-out, professional content and copy
• Knowing when it’s time to add your human touch

Part 7: Repurposing content to expand its reach

• Using AI to instantly repurpose content across multiple platforms and formats
• Exploring other AI tools that can help

Closing discussion: recap, Q&A, and future trends

• Summarising key takeaways
• Q&A: addressing questions and providing clarifications
• Discussing the evolving role of AI in marketing and content creation

Intended audience

This course is most suitable for those with:

• good general knowledge of ChatGPT and/or Gemini, Copilot, Claude
• some marketing and content writing experience.

It is designed to help:

• marketers
• copywriters and content writers
• small business owners
• business professionals.

This course is not suitable for beginners.

Prerequisites

It is assumed you have completed our foundation course, Beginner AI Course: Using ChatGPT, Perplexity and Gemini for Business and Marketing Writing, or have equivalent knowledge.

Delivery style

The course is practical and hands-on, with exercises and real-world examples to help you develop an understanding of ChatGPT/generative AI tools and how they can be used in your work.

Delivery modes

• Face-to-face, presenter taught workshop using your own device
• Online workshop via the platform Zoom

Materials

Course materials are distributed electronically using Dropbox.

Additional information

Please bring a laptop to access the learning materials.

Please join ChatGPT prior to class and choose the paid (Plus) version. The cost is USD20 per month and you can cancel it at any time. You will need this version to:

• access all of the the ChatGPT features we use
• connect ChatGPT to some of the other AI tools
• get the quality results from ChatGPT that we are aiming for in this course.

Also join Gemini, Claude and Perplexity. The free versions of these tools will be enough for most of the exercises and projects if you have the Paid ChatGPT version.