How Jasper’s Content Marketing Manager Uses Jasper

What does Jasper’s Content Marketing Manager actually do, and how?

Here’s a quick list of the content I produce:

• Brand awareness content: thought leadership interviews, news stories, think pieces, ebooks, repurposed webinars —  all of which require content briefs I assemble
• Company- and product-driven content: product blog posts, press releases and announcements, customer engagement emails, executive comms
• Messages to the company and/or sales, CSMs, BDRs to share my latest content
• LinkedIn posts 
• I edit all of the above content and more for other team members when they need an editorial eye
• While not true “content production,” I also research ideas for new content and communicate with my team about content strategy

I do all my content creation in 2 places — the Jasper platform (using chat and the document editor) and Google Docs with the Jasper integration activated. 

‍What do I use Jasper for?

Here are some examples of what I use Jasper for:

• Summarizing semi-related bullet points from my notes into a narrative I can use as the bedrock for a section in my article — even if it’s just a single paragraph (demonstration in the webinar)
• Rewriting complex verbiage from a research report in a more approachable way
• Paraphrasing a long quote into a more concise paragraph
• Translating a transcript into a series of easy-to-digest bullet points (I may prompt Jasper to turn those bullet points into a blog outline as well)
• Interview prep, including investigating the theme of the article further or drafting more interview questions
• Summarizing a newly-published article into a quick blurb for: LinkedIn, a newsletter inclusion, a message to the company, the BDRs to share an asset with prospects
• Summarizing news stories from other outlets to get the gist of the piece quickly

I have a background in journalism. I use the skills I learned there — thorough and nuanced research, fact-checking, and transparency — in my work here. So I’m hyper-aware of AI’s occasional tendency to hallucinate. I largely do all my own research for statistics and current events. I also fact-check AI summarizations against the original content I fed Jasper.

Brand Voice and Knowledge Base are invaluable 

“You sound like a bot” is legitimately an insult now (what a time to be alive) and a particularly damning one to hear if you create content. AI tools inherently sound a little robotic without some finessing and I want to sound like me when I write (unless I’m featuring quotes from others, which I often do.) So when I use AI to help me write, I finesse with the Jasper Brand Voice. I trained Jasper with a lengthy editorial piece I wrote and it did a great job of pulling “my voice” from that piece. I make sure that Brand Voice is on every time I write. Every.single.time. 

When my work sounds like me from the get-go it makes editing so much easier. Brand Voice allows me to trust the tonal quality of Jasper’s outputs when I use them in a piece. Of course, there will always be some editing involved but I can’t stress how much time Brand Voice has saved me since I joined the Jasper team. 

Additionally, our Knowledge Base is my best friend when I write more product- or brand-driven pieces. As of this writing, we have almost 800 assets in our shared Jasper knowledge hub. And I’m thankful for the team here because there’s no way I would be uploading all those assets myself. 

All that intel covers basically every angle of our brand, Jasper’s capabilities, and our stances on major topics. When I need to write something brand-specific, a lot of the information I may need is already inside Jasper, ready to be shared. This makes it easy to combine existing info with the new details I need to share in my content. 

I also make my fair share of additions to Jasper’s knowledge via the content I produce. For example, I’ve been writing about the AI-induced changes to SEO and organic traffic recently. These are brand new developments that a lot of marketers are getting a grip on. Even when tapped into the internet, AI tools have a hard time delivering outputs on SEO 2.0. So I feed my work on the subject to Jasper. That way, Jasper’s knowledge expands around SEO alongside mine. I can use his expanded knowledge to help me as I continue to write even more about SEO. Other team members writing or curious about SEO can also benefit from this as well. 

Alton’s Brand Voice, as dictated by Jasper“The tone of this brand is knowledgeable, informative, and forward-looking. It employs a professional, journalistic style that balances technical detail with lucid explanations, aiming to elucidate complex advancements in artificial intelligence for a broad audience. The brand voice is authoritative yet inviting, fostering an environment of shared learning and discovery.”

Use AI to sound more human

I spent some time during the webinar discussing why marketers should use AI to get more time back in their days/weeks/months — but not so that they can churn out piece after piece. They should invest that extra time into elevating their content to higher, more human levels to stand out. 

Only the most engaging, strategic, unique, authoritative, and valuable content will win hearts, minds, and checks now (and avoid being raked over the coals for sounding too robotic or using AI poorly.) Work that seems too formulaic won’t get very far anymore (and this has been my gripe with a lot of corporate comms for a long while.)

AI has a hard time creating inherently engaging, human-focused, content on its own. It needs a well-devised strategy and a huge degree of oversight to help a creator write about complex subjects.

Trust me. I know from experience, having used AI as a copilot to help me write about biases against the LGTBQIA+ community, AI transparency, and students using Jasper to write books. Jasper couldn’t write those pieces wholesale nor could any other AI tool. Instead, I asked Jasper to help me in the ways demonstrated throughout the webinar and this article — less consequential methods that I can control and closely monitor. But even within those bounds, Jasper helped me get those articles ready to publish significantly faster than if I didn’t use it. 

In the end, I had more time to polish those articles before finalizing them, which is my hope for every content producer using AI.

Thanks for reading! Again, be sure to check out the full video for more context on everything mentioned here. And if you’re curious how Jasper can help you in your content production, be sure to book a demo to find out!

FAQ