How Jasper Uses Jasper: SEO & Content Strategy

Welcome and Introductions

Cailin DeCort: Hello, everyone. Happy Wednesday and welcome to our series of How Jasper Uses Jasper. I'm seeing that number of participants slowly climb up and so we'll give you just a minute or two to join. As you're doing that, just want to go ahead and introduce myself and introduce this webinar series that we're hosting on behalf of our internal team.

And so my name is Cailin DeCort. I'm a customer success manager here at Jasper and I'm also a webinar lead. And so outside of this How Jasper Uses Jasper webinar series, we do. We also offer a variety of educational webinars for you to just enrich your understanding of Jasper and of generative AI.

But this series specifically focuses on our internal employees. So we want to give you a little bit of background into how our own internal team is using Jasper. And so this is our seventh episode. We're going to be focusing on all things content strategy and SEO.

And Krista and I were just talking about this before the webinar, but we know that this is a very high burning topic and so we want to make sure we're diving into this today. But you're going to notice that open chat would love for everyone to go in there, say your name, let us know your role, maybe what you're looking most forward to learning in this webinar and specifically from Krista. I know this webinar number is so high because everyone wants to learn from her.

So feel free to go in the chat and as you're doing that, I'll give a little bit of a brief introduction into our special guest today, who is Krista. And so Krista is Jasper's content marketing and SEO lead and so gonna give her a little bit of a shout out here, but she is an expert in content strategy and SEO and she'll be sharing all of her insights into how generative AI technologies, specifically Jasper, are redefining the digital marketing landscape. And so I know there's a lot of questions on this topic and, and I know Krista has lots of answers for you today.

So with that being said, Krista, welcome. We're pumped to have you.

Krista Doyle: Thank you, Kaylin. Yeah, so like Kaitlyn said, my name is Krista Doyle and I'm the content SEO lead here at Jasper. Super excited to be here and show you some Jasper stuff, some stuff that's helpful for me and hopefully answer any questions that pop up about AI and SEO and all the content things. I love it.

Cailin DeCort: I'm looking in the chat right now and I'm seeing a lot of people are sitting in roles familiar to yours and so maybe kicking things off. Would love to know a little bit more about background. So what brought you to Jasper? What brought you to this startup and into the world of content strategy, content marketing, SEO? What led you to your current role and kind of what's your background there in SEO?

Krista Doyle: Background and Career Journey

Krista Doyle: Yeah, so I like to call myself a Hollywood escapee who landed safely in tech marketing. I started my career in the entertainment industry working at production companies and like writing assistant gigs. Production assistant gigs.

And then eventually decided I wanted something a little more stable. So I made the move to Tech about 10 years ago and have been in content marketing and SEO for about a decade from there. And I've been at Jasper for coming up on two years now.

And really what led me to the role is in like early 2022, I'd been playing around with AI content for about a year and and I was super curious about it, super interested about it. So I decided to start a blog about AI content so I could test all the different tools coming out and teach myself these new skills. Because you know, I could tell that these tools are just going to continue to explode and only become more important.

So building this blog and I keep coming back to Jasper as like my favorite tool, the one I'm most interested in. So just decided to check the careers page one day and saw an SEO role and so I started as mostly over our SEO content here at Jasper, but my role has expanded a bit to include broader content strategy as well.

Cailin DeCort: I love that. And I know we both work at a startup and so I know we're both familiar with the flexibility and having to adapt in our role is kind of different in your day to day. But working on content strategy and SEO currently, what does your day to day usually look like at Jasper?

And I know this is a question I see popped up in the chat a little bit. How do you kind of manage and balance the creative aspects of content creation with the analytical side of SEO? Kind of give us a walkthrough of what that looks like daily for you internally.

Day-to-Day Content Strategy and Balancing Creativity with Analytics

Krista Doyle: Yeah, so like you said, I don't know if there is a typical day I started, but my role kind of spans a gamut across like all of our marketing content efforts. So on the SEO side I'm managing our overall strategy, our keyword and our traffic targets, our reporting and then on the broader content strategy side I'm managing not only content calendar for our search content, but also our I'm building out new content programs helping to Build out our new virtual events program. I'll be managing content strategy for like demand gen campaigns, product marketing launches, and then also of course managing the team of freelancers and in house marketer to kind of help bring all that to life and balancing the analytical and the creative. It's honestly why I got into content marketing to begin with. It's my favorite aspect of the job. I like that you can have that analytical thing to like help guide you. Right? To help have those guardrails in place.

But with SEO and content you really do have a lot of creative freedom to make that strategy your own. And yeah, it's my favorite, it's my favorite part of the job for sure.

Cailin DeCort: I love it and someone said it in the chat that you do it all and I think after hearing that you definitely do do it all.

Krista Doyle: Lots of help. Lots of help.

Cailin DeCort: Yeah, for sure. And curious on this part. I know we're going to be talking a lot about generative AI and kind of the redefinition of SEO and content strategy with where we're currently at in the industry and with the field and so curious on what that integration of AI into your strategy looks like. Have there been any challenging aspects? How have you navigated those aspects specifically using Jasper and content strategy? Like what did that evolution look like for you and how did you learn to adapt to that?

Integrating AI into Content Strategy and SEO

Krista Doyle: Yeah, so honestly for me, and this might sound silly given that I work at an AI company, but I do hear it from lots of content marketers as well. Which is the hardest part, honestly is sometimes finding the time to actually learn and train myself on these tools and even sometimes, you know, like new, new Jasper features because you really, you have to kind of carve out the time right outside of your day to day to learn the tools and then also audit your existing processes to figure out where. Can this help me? You know what, can I either, how can I either integrate this into my existing workflow or use it to build completely new ones?

So I think the biggest thing I've learned, which is like with most new things that you're trying, just take the time up front to really dive in and not only learn about the tool but then identify where it can help you. Because once you're comfortable with it, once you have kind of identified the areas that it can make impact in your current processes, then like taking the time seems super worth it. Right? Like then it's just it, you know, it's going to help more in the long run.

Cailin DeCort: Yeah, I love it. And as you've been learning I'm curious and I know probably every person attending this webinar has a question in some sorts of things going on with generative AI, SEO and content right now. So thought we could kind of start off by debunking some things, answering some questions, kind of getting your take. You've been in SEO and content strategy for a while, so wondering if you could address maybe any common misconceptions, common concerns that you see in these areas. What is your approach like, how do you think about it? I'm seeing in the chat I have many questions, wondering if there's some that come top of mind for you that you think through day to day in your role. I know you said you work with freelancers, that you educate them on, like, what does that look like for you in terms of your approach in your role with everything happening right now?

Debunking Misconceptions About AI and SEO

Krista Doyle: Yeah. So I guess to address the like, common questions and common myths about it all. I hear, I think I hear a couple things a lot, which is a question of, you know, is Google going to either penalize or ignore my AI content?

And I think like our party line here at Jasper honestly is like, Google doesn't penalize AI content, it penalizes bad content. It hates bad content. Right.

And that can be generated by AI or it can be generated by humans who, you know, aren't, aren't bothering to create thoughtful, helpful content. So I think that's the first thing that I would like to hit on is that AI is a tool and you can use it in your content processes and content creation. And as long as you are creating an end result of really thoughtful, helpful content, you have nothing to worry about.

So that's the first thing I would like to say. And then, and then I guess in relation to that, I hear a lot from content marketers that, you know, they kind of think that AI content inherently means bad content. And I think, I think these are a lot of people who maybe tried AI tools back in 2021, 2022, when, when tools were much more generic.

And now these people are afraid, right? Because quality matters to them. And that's totally fair. Especially in this new era of SEO where quality and originality is just going to continue to be more important.

So I would say totally fair question to have, but it's why you should, when you're using AI tools, you should make sure you're using tools that are specifically built for your use cases because that's when it gets, that's when it gets helpful. Right? It's really fine tuned for your specific needs. On your team and then that's when you're going to get the really good stuff. If you're just using super generic free AI tools, it's not going to have the personalization you need and that's when you're going to get that really generic work.

Cailin DeCort: Yeah, absolutely. And I'm seeing a lot of people just plus one. Everything you just said, I completely agree. Something I'm curious about and I know this topic of ROI is coming into the chat a little bit. I know you're actually going to be walking us through in just a couple of minutes how you internally leverage Jasper in your day to day role.

So for keyword research, optimization, things of that nature. But curious what benefits maybe you've seen already and incorporating AI into your strategy. So in terms of maybe practical applications like how do you use Jasper in your content process? What ROI have you seen? How are you proving that out to other people on the team? What does that look like and how do you think about that aspect?

Measuring ROI and Practical AI Use Cases

Krista Doyle: Yeah. So as far as roi, I can say two immediate examples that come to mind which I will be touching on later in a little more detail is so I use Jasper to help create content briefs which I then assign out to our freelancers and we have recently kind of upped our content production process to about 15 to 20 articles a month. And I've calculated that using Jasper to help me create those content briefs to assign out for our freelancers, including like research and building the initial versions, it's saving me like an hour, an hour and a half per brief.

And when you times that by, you know, 15, 20 briefs a month, you know, I'm a, I'm a content team of one right now. That, that's a lot of time saved. So that's, it generally saves me around 20 hours, 30 hours per month just on building content briefs.

So that for me is huge. It saves me almost a week, a month. And then I would say the other one is we're using it for content refreshing right now, refreshing our existing blogs, which I'll talk about later.

And we have seen, we've seen a lot of success, early success using Jasper for that as well, which I'll touch on a little bit a little bit later.

Cailin DeCort: I love it. Perfect. And I'm seeing some people just already excited for what you have to share.

And so I know on this webinar you're really just going to be going behind the scenes for us. So I feel very fortunate, very excited. I see people in the chat, yes, excited for you to dive in and I know you have a lot of things you want to cover and so definitely want to give you the reins to kind of take control and do that again. I'll just plug both that chat and Q and A. Krista has a lot to cover. She's just going to kind of walk us through how she approaches using Jasper and her role for strategy and SEO.

So this might bring up topics, questions, excitement, ideas. And so again, just going to plug both that chat and Q and A as she does that. But with that being said, Krista, I know I'm excited and I know I'm not the only one, so I'd love to know a little bit more about how you are using Generative AI and Jasper for a couple of the things you just mentioned.

Jasper Demo: Brand Voice, Style Guide, and Knowledge Base

Krista Doyle: All right. Yes. Okay, let's share the screen. I've got my coffee, I've got my favorite candle going. Let's all the things you need to get started. All right. The OBL obligation question of can you see my screen?

Cailin DeCort: We can see it. Yep.

Krista Doyle: Okay, perfect. Okay, let's get going. So I don't typically do this with like a thousand people over my shoulder, so please be gentle. Okay.

So the first thing, before I even start with demo stuff, I kind of just want to talk about three of our dashboard features that are just going to. They're evergreen baked into all of our content processes, no matter what we're doing. So I just kind of want to touch on that first and because you might hear me mention them.

So the first one is Brand Voice and Style Guide. So if you're not 100% sure what these are, Brand voice is, you know, as a content manager, you want to make sure that your content always sounds like you or your brand. With the brand voice stuff, you can literally teach Jasper about how your brand is supposed to sound or how any content authored by you is supposed to sound. You can see that I have my own brand voice set up here in Jasper, so if you click in there, you can see all the information that it has.

So about, you know, the tone. I wanted to add a touch of humor where possible. Information about formatting, basically anything that makes you you, you can kind of include here, and that's baked into anything that you create with Jasper.

And then the second thing that I want to touch on is our style guide. So this is great because this is where you can come in and set all of your editorial style guidelines. And this can be. These are set for anybody using your workspace at any time.

So if you're inviting Freelancers to your workspace or other team members. These, you know, these guidelines and these grammar rules will be baked into whatever they're doing. So for example, if you want Jasper to always use the Oxford comma, Jasper will always use the Oxford comma.

And so lastly, I kind of want to touch on our knowledge base. So with knowledge base, you can come in here and upload any kind of relevant information about your brand, your products, your customer Personas, anything that you need to create really good content. And I wanted to start off with this stuff, I wanted to tell you about this stuff because, you know, content managers, content strategists, we're not always the ones creating the content, right? Like we're assigning this stuff out to our team, to our freelancers.

And when you're managing all these different assignments, it can get really hard to make sure all your writers are aligned across your company's style, the voice, the information. So when this is already built into the product, it just makes it so easy for you, the content manager, to, to, you know, edit everything and to. It's just comforting to know that like all of that stuff's already in there for your freelancers.

Creating Content Briefs with Jasper

Krista Doyle: All right, so here we go for our demo. Okay, so I kind of wanted to talk about what I will be demoing and these are the three biggest parts of my day to day of my week. And I have to imagine it's a huge part of a bunch of your jobs as well.

And these are creating content briefs like we mentioned, refreshing existing content like I mentioned. And then I really want to talk about how I use Jasper to repurpose all of this content for other distribution channels that are part of our content strategy. So let's dive into content briefs.

So there are really two big ways that I have used Jasper to create content briefs. And the first one, all right, we're going to come here, we're going to hit create content, start a new document, and then this is where you can choose which tool to use to create. So for content briefs, I always like to use chat. I like to use chat because super conversational, super flexible in capabilities and it lets me attach knowledge based documents to my conversation, which is super helpful as you're about to see.

So part of our content briefs, when I'm creating them in Jasper, we actually use a writing brief template that one of our freelancers created. Her name is Kayleigh and she created this really awesome writing brief template and I uploaded it to our knowledge base. And every time I create a content brief, I tell Jasper, use this Writing brief as your example.

So I can come in here and I can search for it and I'm just attaching it right there to the chat conversation. And what this is going to do, as you'll see in my prompt, is Jasper will know, okay, this is my template. This is all the types of stuff that I need to be including in this brief and this is how I need to format it.

So it's very helpful. So I will come in here and I will say act as a content manager for Jasper using the attached writing brief. Create a writing brief on the topic.

And the topic we'll use today, just across all of these examples is marketing automation tools. So we'll say 10 best marketing automation tools and then we'll say our target keyword is best marketing automation tools. Now clearly I am not a prompt engineer. Luckily Jasper has this very nice enhanced prompt button for you know, when you're like I don't know really how to say what I want, you can hit that enhanced prompt and Japanese will build out a very detailed, very beautiful prompt for you to use.

So for simplicity's sake, I'm just going to do this for now and then we will see what we get. So you can see already that Jasper is following the format of the document that I attached to the chat. And the beauty of this is it saves a ton of research time because Jasper is integrated with Google so this allows him to pull in the most up to date information.

So everything's up to date. He's pulling in information based on what is already ranking. So saves me a ton of research time because if you've ever built a content brief, you know that you that's part of your process, right? You're going to see what's already ranking, what's already, what's already working well.

So it saves you that step which is huge. And then let's see, then we are going to just pull this into our document editor so that we can get a better look at it. And so yeah, you can see that Jasper has given us title recommendations, meta Description Post summary. He recommends that this type of post be a listicle or comparison blog which I would say is pretty spot on. This is where it starts to get fun. He pulls in the people also ask questions from search so that you know what other questions or you know, long tail keywords to target and then obviously you would come in here and add your due dates. He offers some potential pain points these readers might be feeling for you to address. Word count recommendation and then obviously some formatting instructions. Etc. You can come in here and add your competitors for the writer to mention or not.

So yeah, so it pretty much followed the exact writing template. And then you can come in here, clean it up, add in whatever you want, take out whatever you don't want, and then this is where we're going to do some good old fashioned project management.

Cailin DeCort: So that was a question I saw. So you're about to kill a couple of birds with a stone, I think.

Krista Doyle: Okay, perfect, Perfect. So this is where I would take the next step of assigning it out to my writer and then, you know, managing that process. So I actually use our campaigns feature to manage our content. That's something I've started doing.

So I would come back here and then I would find the content that I just created and I'm going to move that to my SEO content campaign and so cool. We're going to go find that. So then you can see that once you're in your campaign, it kind of looks very similar to a lot of other project management tools you might use. You can change the views to list. I like this guy.

Because it's fun to move the cards around. And then once you're in here, that's when you can assign to any of your internal team. I'm gonna kick it to our freelancer. You can set the due date to whenever you want.

And then your freelancer will be able to come in and honestly open this up and they can either, you know, continue to write the actual article. A lot of our writers will use our surfer integration to actually write the content. So if you're not familiar, you can see right here I have we're targeting this Best marketing automation tools. Obviously this is a brief. The score is not going to be super high, but as the writer writes, you'll see this score change up and down based on how optimized surfer thinks the article is.

And I would say, you know, like these scores obviously don't like live and die by them, but it offers a really helpful some guardrails for your writers so that they're at least getting to a base level of optimization to stay competitive with the content.

Cailin DeCort: Love that. Krista, I might have a question for you. I might backtrack a little bit. This question come up a bit. I think they want some advice from you and some tips on how you went about or I think you said Kaylee went about and built that template.

But what are tips on building a content brief template to add to your knowledge base? Like what would you recommend someone Includes for content strategy and SEO. I know people even wanted the templates you were using. How do you go about thinking what to include for Jasper to really understand formatting there?

Krista Doyle: Yeah, so we can just walk through what is included on this, honestly. So all, all of these bolded sections that is just blank on the template. So we include from Kaylee's template title options, meta description, the post summary and objective. Really important for SEO to include things like pulling in these people also ask questions so that you can have extra, you know, questions and keywords to target. Any information about your target audience and their pain points is just going to help the writer understand how to tailor that content more for your actual audience and make it more impactful, obviously. Like the specific points to cover, you know, what, what actually should go in that content writers need. You know, they need that direction, word count and then style notes, formatting instructions and then information about your competitors. You know, is it okay to include your competitors? Should you leave them out?

So yeah, I, we can, we can, we can send out an example of this afterward, you know, and give everybody a good idea of what would be included. But yeah, pretty much anything that would help your writers have the context they need to write about this topic. Well and to target your target keyword.

Cailin DeCort: Amazing. I think you just made so many people's days when you said you would be able to share that. I was going to bring that up too.

And so in the follow up when you get this recording, we'll also make sure to attach resources for you so you can go ahead and kind of replicate Christmas process a little bit and learn a little bit more from the expert. But that is fantastic. Thank you.

Krista Doyle: Yeah, for sure. Okay, so that is how I would, that's the first version of how I would do this. Now if you don't have, I guess like the Jasper plan that has these project management tools. I know a lot of people work in Google Docs. I know I live in Google Docs quite a bit.

So another way I've built them is literally inside of Google Docs using our integration. Right. Let's see. Okay.

So yeah, so you would just open up a blank Google Doc and you can come up here to this extensions. This is how you would add Jasper just as an add on. So then I'm just going to open Jasper and you'll see it's pulling up the window.

And the good thing about this is that it pulls in all the best templates, if you use templates, but it also pulls in chat and it keeps your chat history so for example, that brief we just built in Jasper, if you for some reason are working with a freelancer who is not in your workspace, you can come into Google Docs and you can say, okay, cool, here's my writing template, here's my content brief. Get to the bottom of it and then copy paste it just directly into Google Docs and then clean it up a little bit, format it a little bit, and then you can assign it to them directly from Google Docs. So yeah, super, super helpful integration.

And I also just wanted to touch on integrations for a minute anyway because I feel like a lot of people don't know that we have a lot of really cool integrations like this. And I know that for me, I'm a huge part of my job moving forward is thinking about how we incorporate Jasper into a lot of the other tools that we use via integrations and build new automation processes through integrations. So we obviously have this Google Docs. You can also integrate Jasper with Google Sheets to do really cool stuff.

And then another big one is Zapier, which is the one I'm going to be exploring in a future webinar, perhaps too much to cover how to use Jasper with, with Zapier to really integrate anywhere with your project management tools, your, you know, WordPress, CMS, Webflow, whatever. So yeah, just wanted to touch on that for a minute as well because. Because yeah, it's super helpful and you can do a lot of really cool, really custom stuff with it.

Jasper Integrations and Google Docs Workflow

Krista Doyle: Okay, so let me go back to here. Okay, so that is, that's Content briefs. The next thing I want to talk about is. It's something I don't hear a lot about in relation to AI content tools, but it's refreshing your existing content with it. You hear a lot about creating new content, but you don't often hear about optimizing old content and going to get a little vulnerable right now. Vulnerable With a thousand of my closest friends within the past year, this has been a huge topic, top of mind for me because Jasper has seen decreasing traffic to our blog, specifically because we have seen an explosion in SEO competitors over the past year, as you can imagine. You know, when I started in 2022, Jasper was one of the only sites talking and writing about AI content, AI marketing. It wasn't even a thing yet really.

And so over the past year now our competitors are everyone. Every site's writing about it, every major publication's writing about it. You know, it's everywhere.

And so we've seen a decrease in traffic because of that with just the rankings fluctuating so much. So. So that has been super top of mind for me.

And we've been, we just started a really big content refresh project to address this and to tackle this and to take some of that traffic back. So we've been working with some really great freelancers who use Jasper to refresh the content. And we've also been using Jasper to identify areas of improvement for the blogs that have lost that are like underperforming right now.

So how are we using Jasper to identify those opportunities? We're literally just asking him how to make the content better. So to do this we are going to go, let's see, we'll go back to docs and I'm going to also use chat for this as well.

So I would go back to chat and I would create a new thread and we're just going to keep our theme of marketing automation and we are going to give Jasper this blog and we are going to say act as an SEO strategist, review this blog, given the blog and identify ways that we, that the writer can, I'm going to say, cover the topic more comprehensively for the reader. I'm going to say improve readability, which is often a formatting thing. Right.

And then I'm going to say and better target our keyword best marketing automation tools. Again, you can enhance the prompt. We're going to see what we get.

Cailin DeCort: I love it. And if you hear me typing, I'm attaching the prompt in the chat because I know that's probably the next question coming through. So, so good.

Krista Doyle: Yeah. And again, Jasper is using that, you know, Google search integration to give you the most up to date information when offering these suggestions. So you can see he's busy at work giving us a bunch of recommendations which we can then port over into our doc editor to see a little better.

So yeah, you can see that he not only gave us recommendations, but he broke them down into sections based on what I asked. So he, you know, suggests that to make it more in depth, we expand how we review each tool in the blog, providing better direct comparisons. He suggests that we add case studies, success stories. He suggests that we break it down into more digestible sections, add more bullet points, you know, better keyword targeting with using different variations, which is something I can touch on in a second.

And then, you know, making sure that our SEO titles are a little more friendly. And so, you know, let's say I get to this keyword Variation section. And I'm like, okay, I do want to add more variation. What. How can I quickly figure out what keywords you know, are I could include?

So I can come over here to chat and then I can say, based on the topic above, what are, let's say give a list of other relevant keywords I could use to target this topic. And then usually he will spit out a list of other relevant keywords that you can include. So, yeah, so you can see right now he's giving you a list and this list where it's coming from is gonna be other articles that are currently ranking for this keyword. He's noticing the patterns of, you know, they are also using these, these supplemental keywords.

So I can then say I'll just want to copy and paste just this list. I can copy that. Come over here and say, use supplemental keywords, you know, when and if necessary, because you definitely want it to sound natural and you don't want to just keyword stuff a bunch of stuff in there.

So we'll copy paste this and then similar to your content brief, you can, you know, clean this up a little bit. Come in here and say, let's see. Lost my little window. Lost my window. Okay, there we go. You can come in here and say, you know, content refresh suggestions for this blog, and then you can, using that kind of like, campaign structure we tried earlier, let's rename this. We can come back to the home screen, attach that to our content refresh campaign, and then it's the same, it's the same kind of thing as earlier.

Now you have your content refresh project board and you can assign that out, due dates, etc. And similar to the content briefs, you can also do this exact same thing in Google Docs using the integration method I showed you earlier.

Cailin DeCort: I love it. Yeah. Quick question for you here, Krista. First of all, everyone is blown away. I think everyone's so impressed by what you just shared.

So all kind of someone asking on your perspective of this, whenever you're leveraging chat for keyword research to kind of understand what could be added as supplemental keywords to what you already have. What's your usual perspective on maybe running the keywords through another SEO app to check them? Like, what's your perspective on that as an SEO lead? How do you usually approach that in your own role?

Krista Doyle: Yeah, so I would say I. I would say my initial keyword research is always done in either Ahrefs or Semrush or Both those are, you know, the most traditional keyword research tools out there, the most reliable. So, you know, any initial strategy is usually done using SEO strategy tools and then porting, you know, like once I have my topics, once I have my keywords, I can then use Jasper to understand how to optimize the content for those keywords.

And so with that list that I just created, what I would probably do is, you know, kind of mine through it a little bit better versus just copy pasting it all over. And then I would probably do a little bit of extra digging around, you know, you know, which of these keywords are actually worth targeting and look at volume and stuff like that in a tool like a address or semrush.

Cailin DeCort: Love that, so helpful. And another question kind of about maybe other ways you could be using chat in regards to this kind of topic that we're talking on. You might be doing this later.

So I apologize if we're jumping the gun, but someone's asking if maybe you ever do this or if they can do this. Have Jasper review multiple blogs at once to determine maybe internal linking opportunities, topic cluster opportunities. Is that something you do? What does that look like for you?

Krista Doyle: Yeah, so I typically don't work in bulk a ton just because I, while my current process saves me time and working in bulk certainly would save time, I, I like to have the, the focus on, on one at a time just to, to make sure that I'm getting, you know, like the most personalized outputs for that specific blog. Because I, I think what I've noticed before is that if you're working in bulk with specifically optimization recommendations, they're not always as targeted. You know, the more you try to do at once, the less kind of targeted it gets.

So I like to really focus and, and it still saves you a ton of time. Right? What I will say is what I've seen chat be a little bit good for is kind of analyzing keywords in bulk.

So if you have your ideal list of keywords already, you can put it in chat and say like, okay, now bucket these based on search intent, you know, which keywords are informational, which keywords have buyer intent. And so chat it can be really effective for that kind of bulk analyzing.

Cailin DeCort: Incredible. And this question made me laugh a little bit because I started immediately thinking of your social media presence on LinkedIn. If y' all aren't following Krista on LinkedIn, she's incredible, super knowledgeable, really fun brand voice and LinkedIn. How do you think through SEO and incorporation for more attractive LinkedIn posts. Is that something you're doing kind of just as your own independent voice and sound outside of your work at Jasper for content strategy, SEO briefings, things like that?

Krista Doyle: Yeah. So essentially the question, just so I understand, is how, like, am I using Jasper to help, like with LinkedIn search for my personal posts? I don't do a ton of optimization for my LinkedIn. It's more, you know, I just kind of, I shoot from the hip there a little bit, but it would be a similar process. I would have to imagine. You could ask chat. You know, here's my LinkedIn post. If I'm, you know, targeting this specific group or this specific topic, like, how can I make this more relevant for my audience?

And it's. And I think that's what it really comes down to on socials.

Cailin DeCort: Yep, perfect. I love it. I think you just answered three questions in one. Awesome.

Krista Doyle: So, so, yeah, and so like I mentioned earlier, we have been using, you know, Jasper to identify opportunities to refresh our existing content, assigning that to freelancers who are then using Jasper to refresh the content. And it's been pretty incredible to see. I feel like I, you know, I'm never, I know Jasper never ceases to amaze me a little bit. But, you know, we started pushing our refreshed content live about three weeks ago and we're currently already seeing a 15% increase in, in traffic to our blog specifically due to the refresh.

So thank you. Thank you, Jasper Trustee co worker.

Cailin DeCort: Yes, exactly.

Krista Doyle: Yeah. So, okay, last but not least, I want to talk about content repurposing. So believe it or not, Google is not the only content distribution channel that you can use.

So I want to talk a little bit about how I use Jasper to repurpose content for, you know, other distribution channels that are part of your strategy.

Content Repurposing Using Jasper Remix

Krista Doyle: Okay, so we are going to go back to our document editor, but this time instead of using chat, we are going to use Remix. I love Remix. It's one of my, it's one of my favorite things.

So you can see here, with Remix, you can copy, paste text into here for Jasper to repurpose. You can upload PDFs, you can upload webinar transcriptions. To repurpose, I'm going to give it a URL, as you'll see in a minute and then you can also just upload stuff that's already in your knowledge base to repurpose.

So I'm going to use it to repurpose one of our blogs into a YouTube video script. So that's something that's a project that's on the horizon for me, repurposing a bunch of our blogs into YouTube YouTube videos specifically to increase our YouTube SEO traffic and traffic back to the site. So we will stay on theme with our marketing automation and then we'll come back here, give Jasper the URL and I'm going to say create a YouTube video script. Actually first I'm going to say based on the blog attached, create a YouTube video script on the topic that highlights the tools featured as well as their main benefits and features. Love it.

And then we're going to generate. Sometimes this part like takes a minute for me because Jasper is obviously scanning the URL that I gave him, the content there and not only turning it into a full video script, but he usually will include like music cues and suggestions and transition slide suggestions. So we will see what we get here. There we go. Okay, so we got the time codes and everything. Okay, so, so yeah, as you can see, this is a video script specifically in the Jasper brand voice that as noted up here.

So yeah, so he talks about, you know, the different tools that we talked about, mentions. I would probably come in here and ask, you know, can you expand on each tool just a little bit in the script so that you're mentioning more information about them. But yeah, you get a nice little script and similar. You can either assign this stuff out to your creative team or your freelancers. Incredible.

And then yeah, if I wanted to be the host of the video, I could come up here and change this to my brand voice and make it a little more like me. And then yeah, you can use this for the opposite. So you can upload a webinar transcript to create blog content. Something that I'm going to be using it a lot for outside of creation is analyzing.

So you can give him a PDF of a, you know, marketing report and he can pull out the insights, the major, you know, stats you could use in your content. And then I'm also going to use it for a lot of customer research. You can upload transcripts from customer feedback sessions or calls or whatever, pull out major insights, pull out major questions they have competitors they mention, etc.

And then use that to inform your content strategy moving forward. So yeah, lots you can do with remix. I really like it a lot. Yeah, yeah, I think that about, about wraps it up, honestly. That is how, that's how I use Jasper today. I'm finding new ways to use him every.

So we'll have to do a part two of this @ some Point, I'm sure.

Cailin DeCort: Oh yeah, absolutely. And I know we have around 10 minutes left the chat and the Q and A has been blowing up in a great way throughout the entirety of the webinar. So there's any last minute questions, comments, thoughts for Krista. Definitely let us know either in the chat and Q and A.

And we would love to address that. But something I guess that came up, Krista, I would love to ask you about is what are best practices you always recommend maybe to your freelancers, those wanting to adopt AI for content strategy, SEO. What are the things you kind of reserve as non negotiables for them to know, walk through, incorporate into their strategy as they think through adoption of generative AI?

Best Practices and Final Thoughts

Krista Doyle: Yeah, I mean I think right now my biggest best practice is, you know, it's never going to be, you're never going to generate anything that you should immediately publish. Like it AI is your, it helps you get to the outline, it helps you get to the first draft. It is your, I think we always say like it's your sparring partner, right? Like you should never just hit generate and then publish.

Because the fact is like we still need the humans, you still need the humans to add that, you know, special sauce, the expert quotes, the stats, the personality. That stuff is what's going to make it original. It's what's going to keep it really high quality and in line with what you want, you know, your content to be and sound like.

And so I think that's my, my biggest best practice is, you know, never, never turn in anything that is purely AI generated. Like use it as your starting point. But you have to add your own, you have to add your own human touches to it.

Cailin DeCort: I love that. And how has brand voice, do you think, for your team, played a factor in that? Do y' all kind of focus on one central voice? Do you have voices by marketing asset or channel? How have you seen that be influential?

And the sound of the copy you're getting from generative AI and Jasper?

Krista Doyle: Yeah, I think, you know, obviously when it comes to freelancers, it's really clutch having just the overarching Jasper brand voice because, you know, it helps, it helps a freelancer stay, you know, on, on voice. But internally we've had our own brand voices. So it's actually helped when I had one situation where a coworker was out on vacation and I needed to very quickly spin up like a LinkedIn post or something from him and I used his brand voice. There we go. Help my writing. He, he was a lot more eloquent than I am.

So it was helpful to be able to use his brand voice.

Cailin DeCort: Yeah. On the theme of vulnerability you mentioned earlier I was trying to Change up my LinkedIn sound a little bit and I was like I wonder what it would look like if I could just steal Krista's voice just to see what I came up with. And that was a fun little moment for me of I'm gonna mimic Krista's voice instead of my own. See how that matches.

So very fun to see.

Krista Doyle: That usually always tells me that I'm too sarcastic so I'm trying to change.

Cailin DeCort: There we go. I love it. Seeing if any other questions come through but anything else maybe that you want to mention Krista as last best practices, last tips for anyone. Maybe something we didn't cover you'd want to cover in our last couple of minutes.

Krista Doyle: Yeah, I mean I guess I would just say like kind of, kind of going back to what I mentioned earlier about like my real struggle is you know this stuff is super, super helpful once you actually like sit down and take the time to learn it. And I would just encourage you to do that. Play around like this is how Jasper works best for me.

But play around with it, figure out how you like to use it. I didn't even touch on templates. We have so many templates but there's so many ways to use it. Find what works for you because it's just, it's so helpful and you can find new ways to use it every day.

And then I would say like I think Kaylin touched on earlier to help you do that. We have so many educational resources in our academy. Definitely make use of that.

Cailin DeCort: Yeah, absolutely. A little shameless plug to end this off is maybe you're in that stage of getting started with Jasper trying to understand how our generative AI platform works. Maybe I know I'm seeing some things in the chat regarding long form content.

So white papers, ebooks, wanting to use Jasper for short form copy. We have webinars built out for every type of use case you could imagine deploying Jasper for within your organization. And so what Carissa just did is drop the link to access Jasper Academy which Krista just mentioned and so you get access to one pagers predetermined templates and so I know we walked through the template of Krista's content brief. Maybe you need a template for building out audience Personas within your knowledge base, things of that nature. We have every resource you would need non gated within our community.

And so another great way to interact for us there. And Krista, I'm also saying would love a part two of this webinar. So a lot of people, I think want a little bit more from you. There's so much to cover.

Krista Doyle: Yeah, we could easily do that to cover. I love it.

Closing and Next Steps

Cailin DeCort: Perfect. Well, in terms of follow up, I'll go ahead and close with this. I know there were some questions on this recording. We will automatically be emailing you this recording. I know that Krista was also kind enough to talk through even providing an example of a briefing for how we're building out content brief.

So I'll go ahead and work with her on that. But you will get that recording. And we do these webinars monthly.

And so we were lucky enough to steal some of Chris's time in the month of May to have her on. But we are also going to be doing this next month with someone new, whether that be from our marketing department or a department elsewhere. So we'll be sure to reach out with that link for you to register there.

But that is all we have. Krista, thank you so much. I know you walk through what you do every day and we know you are incredibly busy and so we deeply appreciate it. I know I learned a ton. I know everyone else did.

And so thank you so much for sparing the time.