Learning and development (L&D) marketers can harness artificial intelligence (AI) to improve the quality of marketing content and lessen the time it takes to create it. For example, AI-based tools can analyze prospects’ data to deliver personalized content that’s tailored to their pain points and buyer needs.

Corporate training organizations often lack the resources to appropriately market a course, product or service — whether that is because those who are marketing are a team of one or are not trained in marketing at all, such as course instructors.

AI can help a corporate training company to complete marketing activities even when they lack certain resources. AI can help with content creation, digital marketing, image generation and more. Activities like email marketing, creating a landing page and planning your marketing strategy can all be assisted by AI generators.

In a Training Industry webinar, “AI Hacks to Take the Pain Out of Marketing and Selling Training Programs,” seasoned chief marketing officer in the human capital industry, Dario Priolo, reviews 12 hacks training providers can use to enhance their sales and marketing efforts. In the webinar, Priolo says, “AI really helps you save time and effort, especially around tactical activities so that you can really focus on your business, making money, and being rewarded for what you’re doing.”

In this article, we will review three of the AI hacks from the webinar on how to effectively leverage AI in L&D content marketing. If you’d like to explore all 12 AI hacks, watch the full webinar here.

When to Use AI for L&D Marketing

AI can have a great impact on marketing efforts. For example, generative AI can help L&D marketers develop a marketing plan, whether for a new product, service or course, or to improve brand awareness. In the webinar, Priolo related L&D marketing to a real estate training course. When training providers market a new course, there are a host of things they must do to get the course in front of the right audience. In this case, it would be prospects interested in becoming a real estate agent.

Create a marketing plan with AI.

While the act of creating a marketing plan is time-consuming, it is a very important starting point for any campaign. AI chatbots can alleviate the time and resources needed to plan complex and timely L&D marketing campaigns.

In the webinar, Priolo walks attendees through the prompts he types into the AI software:

• Prompt: Create a marketing plan for a new course I’ve developed for my real estate training school. The plan should provide a schedule 6 weeks from now until the course launch date. It should include content, activities, dates and budget of less than $1000.
• Response: The AI can generate a week-by-week marketing plan with advertising activities and associated cost, in a logical order based on content created. This AI powered content creation can save resources when developing a complex plan.

This is a valuable tool to use when brainstorming a marketing plan or new ideas to cover. Either way, AI-driven content creation can alleviate marketing stress: It can provide a starting point to building a marketing plan, a timeline, budget allocation and potential use of content.

Conduct a competitor analysis with AI.

L&D marketing teams can use AI to review competitors in their industry. It is important to be aware of the threats and opportunities in the market to ensure that your organizations offerings are unique and appropriate for your audience. By reviewing the offerings of competitors, corporate training organizations can understand what differentiates their product from others.

Next, Priolo shows the attendees how to identify if any competitors exist with a similar course:

• Prompt: Which real estate schools offer courses on Restrictions on Foreign Real Estate Investment in Florida?
• Response: If you’re lucky, the AI will generate a result sharing that your competition is limited or nonexistent. This will allow you to push forward marketing your course, product or service as the only one on the market.

Compared to ChatGPT, when using an AI like Perplexity, you can ensure its correctness by reviewing the sources it referenced to create your answer. On citing your sources, Priolo mentions “AI can relieve a lot of the burden of things you need to do as a training business, but at the end of the day, you need to be the subject matter expert, constantly checking and validating to make sure that what [the AI] is creating is real and valid.”

Tip: If one AI program does not answer your prompt at the level you’d expect, you can put the same prompt into another program to see if you get a better result.

Draft landing page copy with AI.

Lastly, generative AI programs can help you with creative tasks such as drafting the landing page for your course, product or service. Marketers can tell an AI chatbot the goal of their landing page and request copy that fits their marketing strategy.

Creating a landing page can take a lot of time, especially for someone who is not familiar with coding websites. AI can provide you with everything from the copy to the code and expediate the process of getting the landing page online and live.

• Prompt: For this course, create a landing page copy to encourage registration. Offer a 100% risk-free guarantee. Create a sense of urgency to act now. Use 200 words or less.
• Response: The AI chatbot will generate a title, description, bulleted list and additional information urging the reader to act quickly and enroll in the course.

It is important to have a landing page where you can direct recipients of an email, clickers of a pop-up ad, etc. This will be a place to hold the content you have created and can house copy, images, forms, links and more!

Accelerating Content Creation with AI

The benefits to utilizing AI when creating a marketing campaign for L&D are innumerable. For example, turning to an AI chat bot to answer custom marketing questions can speed up the marketing process and provide a sound plan to present to your team.

You can also utilize AI for marketing positioning, strategic pricing and impactful promotion of L&D courses and products. Your team can use AI to learn how to identify client needs and analyze competitors’ offerings. If you implement generative AI into your marketing operations, you can maximize the efficiency of your marketing campaigns, lower costs and save time.

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