How we’re using AI internally to boost productivity in marketing (part 1)

*This is a part of a series of how we’re using AI internally at Engage Squared.

Let’s set the scene: It’s May 15, 2024, and you’re three days into your brand-new marketing role at Engage Squared. The first thing you see is Facebook’s announcement that Workplace is shutting down. You immediately recognise that this will have a huge impact on organisations that have spent years building and perfecting their employee experience network on Workplace.

Knowing that Engage Squared was one of the few Microsoft Partner’s ready-to-go with an existing Workplace to Viva Engage migration tool, this was a big opportunity and something, we wanted to promote quickly.

Our marketing team was able to act on this announcement straightaway by utilising the capabilities of Microsoft 365 Copilot. We often talk about how AI saves hours in productivity, and this situation is a perfect example of how it happened, in just one day.

Copilot enabled us to move fast, deliver targeted messaging, and offer immediate support to organisations in need of answers.

Step 1: Copilot summary of video content

Our first task was to pull together everything we already had. One of our most valuable resources? A recording from a consultant-led lunch and learn. Using Copilot’s built-in summarise feature, it quickly created a detailed breakdown of the video content. Key moments were time-stamped, so we could easily pinpoint the most relevant information when needed.

Step 2: Leverage the video transcript.

Note: A reference document here refers to source material you use to give Copilot context about what you would like to create.

Step 3: Turning summaries into content we can use

With Copilot generated summaries in hand, we had a great starting groud. Combining insights from the video, the transcript and the PowerPoint deck from the same session, we created several key pieces of content with the help of Copilot:

• A blog post addressing the Workplace closure and what clients needed to do next.
• FAQS – these were generated from the Lunch and Learn content as it included a lot of technical detail
• Content for our website updates
• Content for our LinkedIn communications with actionable guidance for organisations transitioning from Workplace.

The long-term impact

The impact of using AI goes beyond hours saved. By addressing the Workplace closure quickly, we positioned ourselves as a reliable source of information, which drove traffic and inquiries. The timely release of this content significantly boosted the SEO on our website. It ensured we were easily discoverable by organisations searching for information about Workplace’s closure, as well as potential solutions for migrating their employee experience network.

AI has come full circle for us in this situation – Copilot and ChatGPT continue to scan our website content, and that same content that AI helped to create, is now helping organisations learn how Engage Squared can support their Workplace to Viva Engage migration needs.

Key takeaways for marketing and communication teams

If your team isn’t leveraging Copilot yet, now is the time to start. Its ability to draw from your organisation’s existing knowledge within Microsoft 365 is a game-changer. Especially for someone new to a role or unfamiliar with certain topics, Copilot can help dissect and summarise key information quickly.

Whether it’s video recordings, transcripts, or PowerPoint presentations, Copilot enables you to tap into a wealth of existing resources, making them easier to digest and work from. For someone just days into the role, like I was, it was invaluable to have that knowledge at my fingertips, with Copilot simplifying the process of making sense of it all.

It’s a first draft, but it’s a solid start. While Copilot’s outputs might need refinement, they provide a structured starting point. This saves so much time, especially in fast-paced environments where quick responses are critical.

What’s next?

Ready to see how Copilot can transform your marketing processes? At Engage Squared, we practice what we preach – using the very tools we recommend to streamline our own workflows. Imagine what Copilot could do for your team, saving time, improving productivity, and turning existing resources into actionable content. Get in touch with us today to learn more about how Copilot for Microsoft 365 can take your marketing efforts to the next level.

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