How to Get Better Content from AI Tools Like ChatGPT

Are you struggling to get high-quality content from AI tools like ChatGPT? You’re not alone.

Many higher ed marketers face this challenge, but with the right approach, AI can become a valuable partner rather than a frustrating tool.

One of the biggest hurdles I see when it comes to generative AI adoption in higher education marketing isn’t the technology itself—it’s our mindset.

Too many teams approach AI with skepticism, viewing it as either a replacement for their creative work or an unreliable tool they can’t fully control.

But what if we changed our perspective?

Instead of seeing AI as a competitor or a hands-off automation tool, what if we treated it as a collaborator—more specifically, as a really smart intern?

I’ve had this conversation with many higher ed marketers, and the moment this shift happens, everything changes.

AI isn’t here to take your job.

It’s here to enhance it, amplify your creativity, and help you work more efficiently.

Like an entry-level intern, AI has skills but needs guidance.

When we collaborate with it, we unlock its true potential.

Why Control Is the Wrong Approach

A common frustration I hear is, “I don’t like using AI because I can’t control it.”

The truth is, AI isn’t a plug-and-play solution.

It doesn’t instantly create perfect marketing copy or campaigns.

But then again, neither does an intern on their first day.

Imagine a new marketing intern joins your team.

They might be talented, but they don’t yet understand your institution’s voice, branding, or audience.

You wouldn’t expect them to produce flawless work without feedback and iteration.

You guide them, refine their output, and over time, they learn.

Generative AI works the same way.

Instead of trying to control it, we should collaborate with it—iterating, refining, and shaping the output to meet our needs.

The best results come when we engage in a back-and-forth process, rather than expecting perfection on the first try.

The Power of AI as a Collaborative Partner

So, how does treating AI like a smart intern improve our marketing efforts?

Here are a few key benefits:

• Increased Efficiency: AI can handle repetitive tasks like drafting social media posts, summarizing long reports, or generating ideas—freeing up time for strategy and creativity.
• Enhanced Creativity: AI can offer fresh perspectives and suggestions, helping marketers break through creative roadblocks.
• Scalability: AI can produce large amounts of content quickly, making it easier to personalize messaging for different audiences.
• Data-Driven Insights: AI can analyze patterns and suggest optimizations, helping teams make informed decisions.

Now, let’s get practical.

How can higher ed marketers start using generative AI as a smart intern today?

How to Get Better Content from AI Tools Like ChatGPT

1. Set Clear Expectations

Like an intern, AI needs clear instructions.

The more specific your prompts, the better the results.

Instead of saying, “Write a blog post about campus life,” try something like:

“Write a 500-word blog post in an engaging, conversational tone about student life at [University Name]. Include references to popular student events and highlight the sense of community.”

The clearer your instructions, the better AI can perform.

2. Refine and Iterate

When AI generates content, don’t take the first draft as final.

Instead, approach it like an initial draft from an intern.

Identify what works, what doesn’t, and refine it.

Provide feedback by tweaking the input or adjusting the style.

For example, if the tone is too formal, prompt AI with:

“Make this sound more conversational and engaging.”

Or if the response lacks depth, ask:

“Expand on this section with more specific examples.”

3. Use AI for Brainstorming, Not Just Execution

AI isn’t just a writing tool—it’s a brainstorming partner.

Struggling to come up with a campaign theme?

Ask AI to generate a list of ideas.

Need headline options?

Have AI create multiple variations.

Example prompt:

“Generate 10 creative email subject lines for a student recruitment campaign emphasizing campus diversity.”

Even if you don’t use AI’s suggestions directly, they can spark new ideas and speed up the creative process.

4. Train AI on Your Brand’s Voice

AI performs best when it understands your institution’s unique voice.

Provide examples of past content and guide AI to match the style.

For example:

“Rewrite this email using the same tone and style as these past three emails from our university’s admissions team.”

Over time, AI will adapt and become more aligned with your brand, just like an intern who learns your organization’s voice.

5. Combine AI With Human Expertise

AI is powerful, but human judgment is irreplaceable.

Use AI to generate drafts, analyze data, or automate repetitive tasks, but always apply human expertise and strategic thinking to finalize content.

Think of AI as a teammate, not a substitute.

It gets you 70% of the way there, but the final 30%—the polish, nuance, and brand alignment—comes from you.

Quick FAQ: How Do I Get Better Content from AI Tools Like ChatGPT?

• Why does ChatGPT’s content feel generic, and how do I fix it?
  • Provide more detailed, specific prompts and refine AI’s output instead of accepting the first draft.
• How do I make AI-generated content match my university’s brand voice?
  • Train AI with past content examples and guide it with targeted feedback.
• What prompts should I use to improve AI-generated marketing content?
  • Use structured, detailed prompts that include tone, audience, and purpose to get better results.

Embracing AI as a Partner

The future of higher ed marketing isn’t about replacing human creativity with AI—it’s about augmenting it.

When we treat AI as a smart intern rather than an unpredictable tool or a competitor, we unlock its true value.

By shifting our mindset from control to collaboration, we can make AI an invaluable member of our marketing teams and get better content from AI tools like ChatGPT.

It won’t replace the strategic thinking, creativity, and empathy that human marketers bring—but it will help us work smarter, faster, and more effectively.

So the next time you open ChatGPT or another AI tool, don’t expect perfection.

Instead, start a conversation.

Treat it like an intern, and watch how much more impactful your marketing becomes.

Learn how to get the best content from AI tools like ChatGPT!

AI is transforming higher education marketing, but to truly harness its power, your team needs more than access to tools—they need the right strategy. 

Without proper guidance, AI can generate generic, off-brand, or ineffective content. 

That’s why investing in AI training is essential to ensure your team knows how to collaborate with AI as a smart intern, not just another tool.

Our Custom AI Masterclass is designed to equip higher ed marketing teams with the skills to strategically integrate AI into their workflow. 

This 6-hour training, split over two days, covers AI best practices, prompt engineering, the best AI tools, and a hands-on workshop using real-life scenarios from your institution. 

In these sessions, your team will gain practical experience in refining AI-generated content, applying it to admissions campaigns, social media, donor outreach, and more.

Don’t let your institution fall behind in the AI revolution. 

With the right training, AI can become a powerful ally, enhancing creativity, improving efficiency, and making your marketing efforts more effective. 

Book your Custom AI Masterclass today and take the first step toward smarter, AI-powered marketing.

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Featured image via Midjourney