Unless you’re living under a rock, you’ve probably heard (and if not tried) the innovative and scarily useful artificial intelligence (AI) software, ChatGPT. Developed by Open AI, ChatGPT is a next-gen AI language model changing the way humans interact with computers. Essentially an extremely insightful and intelligent chatbot.
How does ChatGPT work?
In essence, interacting with ChatGPT is similar to participating in dialogue, you ask ChatGPT a question and it analyses large amounts of text data, research, books etc. to generate a well-informed response in real-time (similar to having a conversation with the smartest person in the world).
ChatGPT is smart, witty, and intelligent – naturally, marketers and copywriters have become fearful of being replaced by such innovative bots. Rather than being scared, let’s explore how marketers can harness this progressive technology and work alongside it to become more creative and productive in this modern era.
A FEW THINGS TO KEEP IN MIND...
ChatGPT is an amazing tool for marketers and an extremely useful program to gather insights, analyse information, ignite inspiration, and trigger creative ideas to create tailored marketing materials and campaigns. However, before we dive into how marketers can utilise ChatGPT, there are some key limitations to consider when using the platform.
It’s not a copy and paste job, use ChatGPT as a source of inspiration… users, google, marketers, consumers, and site viewers can see straight past it
Always review and edit to ensure content always aligns with your brand voice, guidelines and marketing objectives
Keep up to date with advancements and leverage the latest features
Be ethical - disclose your use of ChatGPT/AI content to remain authentic
Be aware that not all content is accurate, in particular, ChatGPT has limited knowledge of the world/events after 2021
A Marketer's Guide To How To Use ChatGPT
1. HOW TO USE TO CHATGPT FOR CONTENT CREATION
The first, (and most obvious) use is to use ChatGPT to generate ideas for engaging and relevant content - whether it’s campaign creation, blog posts, social media content, email newsletters or website copy, ChatGPT can spit out all kinds of content based on your prompts.
As mentioned above, it definitely is not a copy and paste job…use your prompts to gather inspiration and go from there!
Let’s look at a few example prompts and see what ChatGPT can contribute:
Social Media Marketing:
Blogs:
Email Marketing:
2. HOW TO USE CHATGPT FOR LEAD GENERATION
ChatGPT has advanced linguistic capabilities meaning it can carry interactive text-based conversations, develop content and problem solve with past behaviour, interactions, demographics and relevant information back of mind. Marketers can therefore leverage ChatGPT integrations on their site through customer service chatbots that develop in-depth and useful answers to queries (a definite level up from the mediocre chatbots we’ve seen in the past).
Not only can these conversations solve real-time customer problems, they can gather insightful segmentation information that can then be used for lead generation purposes.
Lead Scoring:
Integrate ChatGPT into lead scoring systems to identify high priority leads - rather than using traditional lead scoring matrices, ChatGPT can analyse consumer interactions with either your website, social media pages or chatbots to assign scores based on specific factors chosen, to help businesses focus their efforts on the most promising leads.
3. HOW TO USE CHATGPT FOR AUDIENCE REACH & DATA COLLECTION
We’re all aware that consumer insights are key for targeted marketing campaigns - and sourcing information around your target audiences’ preferences, behaviours, needs, and interests can be enhanced with the help of ChatGPT (especially when time and resources aren’t on your side).
ChatGPT can be used to analyse consumer data such as:
Search queries
Chatbot interactions
Social media interactions
Past purchases to identify patterns and trends in customer behaviour.
The data can then be used to create targeted marketing campaigns and bespoke consumer responses to meet the direct needs of your target audience.
4. HOW TO USE CHATGPT FOR CONTENT IDEATION / BRAINSTORMING
Stuck in a creative rut? Writer’s block killing your vibe?
It happens to the best of us, and sometimes at the worst of times when deadlines are mounting. Sometimes you just need to get your creative juices flowing and ChatGPT can be the brainstorming kick start you need.
Effective ideation and brainstorming with ChatGPT starts with your prompts - developing the right prompts can help trigger creative and innovative campaign ideas to build on. Ensure to test multiple prompts, encourage a wide range of perspectives, be as specific as possible, and most importantly, combine ChatGPT’s ideas with your own human input - collaboration is key to remain authentic to your brand or business in developing original ideas.
5. HOW TO USE CHATGPT FOR SEARCH ENGINE OPTIMISATION (SEO)
SEO optimisation involves tweaking your site, whether through copy, tags, and descriptions, to boost your search engine ranking to ultimately boost website traffic.
Keywords: ChatGPT will explore it’s database to help identify key words to implement in your website copy based on your prompt to maximise optimisation.
Meta descriptions:
Appropriate and relevant meta descriptions can boost the click through rate for your site, like mentioned above with keywords, ChatGPT can leverage their database to generate effective meta descriptions to ultimately boost traffic to your site.
Although it won’t give you the experience of an SEO specialist, it serves as a baseline to ensure keywords and descriptions are relevant in boosting your search engine ranking - particularly when you’re pressed for time and resources.
Will ChatGPT replace us?
Now, the question on everyone’s mind…does ChatGPT have the capacity to steal our jobs - particularly copywriters and marketers?
All in all - ChatGPT is still a robot. The content is extremely formulaic and template based, lacks authenticity, lacks brand voice/personality, and will be recognised by Google, consumers, viewers, and the everyday person as unoriginal. Bots don’t have the human cognitive abilities to think creatively, use their imagination, and problem solve like humans. With this in mind, we shouldn’t be scared our jobs will cease to exist with this new technology, we should be excited about a new tool we can use to boost our productivity!
Our motto... find that sweet spot
Marketers should embrace ChatGPT with open arms and work collaboratively with it to unlock the full potential of their marketing endeavours.
Need some inspo… Check out Hubspots 190 ChatGPT prompts that marketers should use here.
