PAAF Role Card: Marketing Specialists

Purpose: Enable Marketing Specialists to use Ai to brainstorm ideas, speed up writing, conduct research, and improve content quality—without sacrificing brand consistency or compliance. This roadmap builds AI literacy while promoting ethical and responsible use for customer-facing work.

1. Familiarize

Objective: Build curiosity and confidence by showing where Ai supports daily marketing work.

Steps

• Look for Ai in Confluence for campaign planning, blog drafts, or asset summaries.

• Use autocomplete or summarization to prep meeting notes or content briefs.

• Join a demo or try “Spot the Ai” using your team’s creative workspace.

• Review the Ai Infographic to map its role in your toolset.

Pro Tips:

• Ask: “Where in your marketing day do you repeat the same content or phrasing?”

• Try this in Confluence: “Summarize this campaign brief in 3 bullets.”

Troubleshooting

• “I thought Ai was just for IT.” → Start with creative tasks like headlines or outlines.

• “I don’t see it helping yet.” → Try it during your next content brainstorm or recap session.

Best Practices

• Share one “Ai moment” per week in your team chat.

• Include Ai in your retro or content planning meetings to spot touchpoints.

2. Learn

Objective: Understand how Ai generates, summarizes, and rewrites content.

Steps

• Learn key terms like prompts, models, tone shifting, and hallucination.

• Explore how Ai uses Confluence, Jira, and past content to generate ideas.

• Complete the AI Literacy Self-Assessment or watch a 5-minute explainer video.

• Practice adjusting tone and structure through simple rephrasing exercises.

Pro Tips:

• Ai isn’t a copywriter—it’s your first-draft buddy. You make the magic happen.

• Try: “Reword this in a friendly, concise tone for LinkedIn.”

Troubleshooting

• “It’s too generic.” → Add context: target audience, platform, or past campaigns.

• “It sounds robotic.” → Refine prompts using specific tone (e.g., witty, polished, inspirational).

Best Practices

• Create a “Tone Prompt Menu” with cues for brand voice and tone.

• Use “Explain AI Like a 5th Grader” to simplify terms with your creative team.

3. Evaluate | Practice

Objective: Identify the best-fit tasks for Ai in marketing workflows.

Steps

• List recurring tasks (e.g., rephrasing copy, summarizing briefs, writing intros).

• Use the AI Fit Matrix to find low-risk, high-reward opportunities.

• Avoid high-risk outputs (e.g., legal claims, final external copy) in early use.

• Select 1–2 tasks to test this week.

Pro Tips:

• Great first use cases: subject lines, CTA rewrites, internal newsletters, content outlines.

• Ask: “What takes me 20 minutes but shouldn’t?”

Troubleshooting

• “Everything looks useful!” → Prioritize by repetition and time spent.

• “Is it safe to use Ai for messaging?” → Use the Red Flag Indicators to screen content types.

Best Practices

• Keep your first tests short-form and internal.

• Log your top 3 ideas in a shared campaign doc for peer review.

4. Experiment & Practice

Objective: Test Ai’s capabilities in safe, structured ways to improve content output.

Steps

• Try Ai to draft outlines, subject lines, or campaign summaries.

• Use your Prompt Practice Log to record what worked, what didn’t, and why.

• Adjust prompts for platform, length, audience, or tone.

• Share drafts with a peer for feedback and co-editing.

Pro Tips:

• Prompt example: “Give me 5 headline options for a blog on hybrid work trends. Make them SEO-friendly.”

• Treat Ai like a creative intern—it’s here to assist, not publish for you.

Troubleshooting

• “The output is boring.” → Ask for variants: “Make it bolder / edgier / more playful.”

• “It keeps repeating phrases.” → Feed it more context from your past campaigns or briefs.

Best Practices

• Run a “Prompt Clinic” with your team to improve together.

• Keep a Google Doc or Confluence page for before/after prompt experiments.

5. Protect

Objective: Evaluate the quality, accuracy, and tone of AI-generated marketing content.

Steps

• Ask: Does this reflect our brand voice? Is it accurate and aligned with messaging?

• Flag hallucinations, inaccuracies, or tone issues in your Prompt Log.

• Use “Pause & Probe” questions to check for ethical or compliance risks.

• Rate risky requests with the Ai Risk Rating tool.

Pro Tips:

• Add “Review for tone + brand voice” as a final QA step in your workflow.

• Keep examples of unacceptable or risky output for learning moments.

Troubleshooting

• “It almost passed—but had one error.” → Always copyedit before use.

• “It sounds like someone else wrote it.” → Add brand prompts like: “Use our tone: approachable, expert, community-focused.”

Best Practices

• Add brand style guide links to your prompts or content sources.

• Discuss AI risks during your next creative retro or standup.

6. Integrate in Work

Objective: Make Ai a regular part of marketing workflows, with repeatable, trusted prompts.

Steps

• Build Prompt Libraries for tasks like campaign descriptions, social intros, event copy.

• Use the Weekly Integration Log to track time saved or content improved.

• Set reminders to test new prompts during each campaign cycle.

Pro Tips:

• Identify a recurring task (e.g., newsletter summary) and commit to AI support for it.

• Ask: “Can Ai help speed up 1 part of this campaign?”

Troubleshooting

• “I keep defaulting to my old process.” → Add Ai check-ins to your task templates.

• “Too many options!” → Choose your top 3 prompts and refine over time.

Best Practices

• Build shared Prompt Libraries in your team’s Confluence space.

• Create “Ai-Ready” templates for common marketing workflows.

7. Share & Grow

Objective: Share AI wins, mentor peers, and scale marketing creativity with ethical AI use.

Steps

• Contribute your best prompts and outputs to a team-wide Prompt Library.

• Share “before and after” AI examples during team reviews or retros.

• Coach a colleague through their first Ai use case.

• Join an internal Community of Practice for AI in creative work.

Pro Tips:

• Use the Success Story Outline to highlight time savings or creative wins.

• Nominate a “Prompt of the Week” from recent campaigns.

Troubleshooting

• “Nobody’s sharing prompts yet.” → Start with one example and ask others to build on it.

• “My content is too personal to share.” → Share structure and format, not the full copy.

Best Practices

• Present an “AI Highlights Reel” during team planning sessions.

• Rotate an AI Champion role to keep fresh content and prompts circulating.