Welcome to the LLM Workshop
This interactive workshop is designed to help marketers understand and leverage Large Language Models (LLMs) like GPT-4, Claude, and others. By the end of this workshop, you'll understand:
- How LLMs process text through tokenization
- How to craft effective prompts for better results
- How to create reusable prompt templates
- The basics of AI agents and how they can automate tasks
1. Understanding Tokenization
Before we dive into prompting, it's important to understand how LLMs process text. LLMs don't read text word by word like humans do - they break text into "tokens."
What are Tokens?
Tokens are the basic units that LLMs process. A token can be a word, part of a word, or even a single character. Understanding tokenization helps you:
- Optimize your prompts for cost (since LLMs charge by token)
- Stay within context window limits
- Understand how LLMs interpret your text
TikToken Visualizer
Enter some text below to see how it's broken into tokens. You'll also see special tokens like <|im_start|> that mark the beginning and end of user/assistant messages.
Chat Format Tokenization:
Here's how your message would look in a chat format with special tokens:
2. Prompt Engineering Basics
Prompt engineering is the art and science of crafting inputs to get the best outputs from LLMs. Well-crafted prompts can dramatically improve the quality and relevance of AI responses.
Key Principles of Effective Prompting
Be specific and clear
Clearly state what you want, including format, tone, length, and audience.
Provide context
Give relevant background information and constraints.
Use examples (few-shot learning)
Show examples of desired inputs and outputs.
Break complex tasks into steps
Guide the model through a reasoning process.
Prompt Comparison Tool
See the difference between basic and engineered prompts for marketing tasks.
Write a social media post about our new product.Check out our amazing new product! It's the best thing we've ever made and you're going to love it. Don't miss out on this incredible opportunity. Buy now!
Write a LinkedIn post about our new AI-powered marketing analytics dashboard that helps marketing teams track campaign performance in real-time.
The post should:
- Be professional but conversational
- Highlight the key benefit of saving 5+ hours/week on reporting
- Include a question to encourage engagement
- Be around 150 words
- Include 3 relevant hashtagsExcited to announce the launch of our new AI-powered Marketing Analytics Dashboard! 🚀
As marketers, we all know the pain of spending hours putting together campaign reports, only to find that the data is already outdated by the time we present it.
Our new dashboard solves this problem with real-time analytics that put all your campaign metrics in one place. The best part? It's saving our beta users an average of 5+ hours every week on reporting tasks alone.
What would you do with an extra 5 hours in your work week?
#MarketingAnalytics #AIforMarketers #ProductivityHacks
Write a marketing email.Subject: Special Offer Inside!
Dear Valued Customer,
We hope this email finds you well. We are reaching out to inform you about our latest promotion. For a limited time only, we are offering discounts on all our products. Don't miss this amazing opportunity!
Click here to learn more.
Best regards,
The Marketing Team
Write a re-engagement email for customers who haven't purchased in 90 days from our online fitness equipment store.
Details:
- Target: 30-45 year old professionals who previously bought home workout equipment
- Tone: Motivational but not pushy
- Include: Personalization placeholder for name, mention of previous purchase category, 15% discount code "COMEBACK15"
- CTA: Shop new arrivals in their preferred category
- Subject line: Should create curiosity without sounding like marketing
- Length: 200-250 wordsSubject: Is your [previous purchase] collecting dust, [First Name]?
Hi [First Name],
It's been a while since you added that [previous purchase category] to your home gym setup, and we've been wondering how your fitness journey is going.
Life gets busy—we get it. Sometimes our workout routines are the first thing to slip when deadlines loom and schedules fill up.
But here's the thing: research shows that mixing up your workout equipment every 2-3 months can boost motivation by up to 40% and help you break through plateaus.
We've just launched some exciting new additions to our [previous purchase category] collection that complement what you already have:
[Brief mention of 2-3 new relevant products]
To help you refresh your home gym setup, we've created a special 15% discount just for you: COMEBACK15
It's valid for the next 7 days on any new arrivals.
Ready to recapture that motivation?
➡️ Shop New [Category] Arrivals
Here's to your continued fitness journey,
Jamie
Fitness Expert at FitEquip
Write a blog post about SEO.Understanding SEO: A Beginner's Guide
Search Engine Optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. It's an essential aspect of digital marketing.
There are three key components to SEO: on-page optimization, off-page optimization, and technical SEO. On-page optimization involves optimizing your content and HTML source code. Off-page optimization refers to actions taken outside of your website to impact your rankings. Technical SEO focuses on the backend of your website.
To improve your SEO, focus on keyword research, quality content creation, link building, and mobile optimization. Remember that SEO is a long-term strategy, so patience is key.
Write a comprehensive blog post about voice search SEO optimization for local businesses in 2025.
The post should:
- Target small business owners with limited technical knowledge
- Include a brief explanation of how voice search differs from text search
- Focus on 5 actionable tactics that don't require technical expertise
- Include specific examples for a restaurant, retail store, and service business
- Format with H2 and H3 subheadings, bullet points, and short paragraphs
- Incorporate statistics about voice search adoption
- Conclude with implementation steps and common mistakes to avoid
- Suggest a free tool for voice search analysis
- Word count: 1200-1500 wordsVoice Search SEO: 5 Simple Optimization Tactics for Local Businesses in 2025
With over 65% of consumers now using voice assistants to find local businesses, voice search optimization has moved from optional to essential. This guide breaks down exactly how small businesses can capture this growing traffic—no technical expertise required.
Why Voice Search Matters for Your Local Business
Remember when having a website was considered "optional" for local businesses? Voice search has reached that same tipping point in 2025.
According to the latest data from Google, voice searches now account for nearly 40% of all local business searches, with that number jumping to 62% on mobile devices.
But here's the good news: most of your competitors haven't optimized for voice search yet, creating a significant opportunity for businesses that act now.
How Voice Search Differs from Traditional Search
Before diving into tactics, it's important to understand a key difference: people don't talk to their devices the same way they type.
When someone types a search, they might enter "best Italian restaurant downtown." But when using voice, they'll ask a complete question: "What's the best Italian restaurant in downtown Portland that's open now?"
Voice searches are:
- Longer (7-9 words vs. 1-3 for text)
- Question-based (who, what, where, when, why, how)
- Conversational in tone
- Often location-specific ("near me" or neighborhood names)
- More immediate ("open now," "available today")
This fundamentally changes how you need to approach your content and SEO strategy.
5 Voice Search Optimization Tactics Anyone Can Implement
1. Create FAQ Pages That Answer Natural Questions
The simplest way to capture voice search traffic is to create content that answers common questions your customers ask.
For a restaurant: "What are your gluten-free options?" or "Do you have outdoor seating?"
For a retail store: "What hours are you open on Saturday?" or "Do you carry [specific brand]?"
For a service business: "How quickly can you fix a leaking roof?" or "Do you offer free estimates?"
Action step: Create a dedicated FAQ page on your website with at least 20 common questions written exactly as customers would ask them out loud, along with clear, direct answers.
[Content continues...]
Try it yourself
Now you can try improving a basic prompt yourself:
Tip: Great prompts typically include these components:
- Clear task definition ("Create," "Write," "Analyze," etc.)
- Specific context (industry, product, audience)
- Format instructions (length, structure, tone)
- Constraints or requirements (must include, must avoid)
- Examples (if helpful)
3. Creating Prompt Templates
Once you've mastered basic prompting, you can create reusable templates for common marketing tasks. Templates save time and ensure consistent results.
Components of a Good Template
- Variables: Placeholders you can swap out (product name, audience, etc.)
- Structure: Consistent formatting with clear sections
- Instructions: Clear guidelines for the AI
- Examples: Sample inputs/outputs when needed
Create a [platform] post about [product/topic] targeting [audience].
The post should:
- Use a [tone] tone
- Highlight these key benefits: [benefit1, benefit2]
- Include a compelling call-to-action
- Be around [length] words/characters
- Include [number] relevant hashtags
Additional context:
[Any specific details, constraints, or examples]Create an Instagram post about our organic skincare line targeting environmentally-conscious millennials.
The post should:
- Use a friendly, educational tone
- Highlight these key benefits: plastic-free packaging, certified organic ingredients
- Include a compelling call-to-action
- Be around 120 words
- Include 5 relevant hashtags
Additional context:
We're launching this next week and want to emphasize our sustainability commitment. Our packaging is 100% biodegradable and we donate 1% of sales to ocean cleanup.
Analyze the marketing strategy of [competitor name] in the [industry/niche] space.
Please cover:
1. Target audience analysis (demographics, psychographics)
2. Key messaging and positioning
3. Content strategy across channels:
- Website
- Social media (focus on [platform1, platform2])
- Email marketing
- Paid advertising
4. Unique selling propositions
5. Pricing strategy
6. Customer acquisition methods
Then provide 3-5 actionable insights we could apply to our own marketing for [our product/service].
Context about our business:
[Brief description of your business and current challenges]Analyze the marketing strategy of Headspace in the meditation app space.
Please cover:
- Target audience analysis (demographics, psychographics)
- Key messaging and positioning
- Content strategy across channels:
- Website
- Social media (focus on Instagram, YouTube)
- Email marketing
- Paid advertising
- Unique selling propositions
- Pricing strategy
- Customer acquisition methods
Then provide 3-5 actionable insights we could apply to our own marketing for MindfulMe meditation app.
Context about our business:
We're a new meditation app focused on stress relief for professionals. We're struggling with conversion rates from free to paid subscriptions and want to improve our content marketing strategy.
Create Your Own Template
Use the form below to create a reusable template for a common marketing task:
4. Introduction to AI Agents
AI agents are LLMs enhanced with tools, memory, and the ability to take actions. They can automate complex marketing workflows and help you accomplish tasks more efficiently.
What Makes an Agent?
- Tools and APIs: Ability to use external tools and data sources
- Memory: Retaining context across interactions
- Planning: Breaking down complex tasks into steps
- Feedback loops: Learning from outcomes and iterations
Marketing Agent Use Cases
| Use Case | Description | Tools Needed |
|---|---|---|
| Content Calendar Manager | Suggests content ideas, drafts posts, and schedules them based on audience analytics | Calendar API, Analytics tool, Social scheduler |
| Competitive Monitor | Tracks competitor content, pricing changes, and campaigns | Web scraper, Email alerts, Dashboard |
| Personalization Engine | Creates customized email content based on customer behavior and preferences | CRM integration, Email platform, Analytics |
| Ad Copy Optimizer | Generates and tests multiple ad variations, learning from performance | Ad platform APIs, A/B testing tools |
Workshop Conclusion
You've now learned the fundamentals of working with LLMs as a marketer:
- How tokenization works and affects costs and performance
- Principles of effective prompt engineering
- Creating reusable templates for common tasks
- Understanding the potential of AI agents
These skills will help you leverage AI more effectively in your marketing workflows, saving time while improving results.
Next Steps: Take what you've learned and apply it to one specific marketing task this week. Start simple and iterate based on the results.