ChatGPT may turn out to be one of the most useful of recently released marketing tools. Just don’t expect it to turn out messaging that sounds unscripted and human-like. Perhaps the biggest limitation of ChatGPT is its inability to master the conversationalism and contextuality of human discourse. Yes, it can replicate an author’s writing style. But as of this moment, it can’t replicate the nuanced thoughts that become compelling (and perhaps technically imperfect) content.
Here’s the upshot, though: ChatGPT doesn’t have to be your AI “writer on demand”. You can use this evolving technology in your business’s content creation in plenty of ways. This means you don’t have to sacrifice quality just to stay ahead of your ambitious content calendar.
Below are some strategies being used by professional marketers who are testing the Chat GPT waters. Again, they won’t crank out immediately usable content, but they’ll save you time. And that’s a huge advantage, especially if you want to keep rolling out digital collateral like articles and blog posts.
1. Let ChatGPT generate content outlines.
Have a topic? Want to know how to organize it in a way that might please search engine algorithms as well as curious readers? ChatGPT is fairly proficient at constructing content outlines that allow you to smoothly lay out a subject.
To optimize this process and stop you from having to jump from ChatGPT to another system, consider using a plugin. (No one likes the tedium of cut and paste, after all!) MarketMuse, which we’ve labeled before as a leading SEO tool, has a new ChatGPT integration. This makes it effortless to interact with ChatGPT while remaining within the MarketMuse platform ecosystem.
Just use the “Create an Outline” prompt and MarketMuse will insert their topic model data within the prompt, giving you a starting point before you send it to ChatGPT. Once built, the outline will be available to you. From that point, you can further flesh it out and add any elements you want. It’s a fantastic way to make sure you’re not missing anything. It’ll also jumpstart your writing process.
2. Send ChatGPT down the “find a source” rabbit hole for you.
ChatGPT has received considerable negative press for its inaccuracies. That is, it doesn’t know how to fact-check. Nevertheless, as a Fast Company article explains, you can make ChatGPT come up with sources for you. All you have to do is change the prompt parameters a tad. Then, see what you get back.
The key to making the most of getting sources through ChatGPT is spending time verifying the most seemingly-pertinent possibilities. For example, if you ask ChatGPT to tell you the URLs where it found specific information, you’ll have to explore them. Yes, this means you can’t just believe everything ChatGPT tells you. On the other hand, you get a good start by sending ChatGPT down the rabbit hole on your behalf.
It’s always nice to have third-party sources and references, particularly if they provide evidence to support your claims. So if you constantly are performing Google searches for your content, give ChatGPT a trial run. You may find that it’s good enough for your needs, as long as you oversee the final resource list.
3. Lean into ChatGPT to do some down-and-dirty keyword research.
Sometimes, you just want to come up with a few keywords — fast. Let’s say you are doing a data plunge on some old blog posts. Lo and behold, you find some posts that used to perform but are losing momentum. Your hypothesis? Perhaps you need to refresh your content in both messaging and updated keywords.
ChatGPT can’t necessarily tell you all the numbers behind potential keywords. Yet with a single question: “Can you tell me some keywords related to _____?”, you’ll receive immediate ideas. You can then fold those new keywords into your existing blog content and track it for a few months. If it starts ranking better for specific keywords, you’ll know your experimentation worked.
Of course, you don’t have to limit fast keyword research to current content. Adding appropriate keywords to your newly written pieces is always a best practice in content creation. And with ChatGPT, you have a rapid avenue to keywords.
4. Come up with sticky and clickable titles.
You have a subject. You have some keywords. And, you even have your outline. What’s missing is a title that’s going to grab attention and elicit clicks.
It’s a fact of content writing that even the most amazing articles can become buried if they have boring titles. Copyblogger founder Brian Clark says headlines are so critical that they should take up half your writing time. Plus, he notes that 80% of people will read the headline and only skim the page. In other words, that introduction could make all the difference in page bounces and CTAs.
Still, you might not have loads of time to devote to clever headers. No problem: ChatGPT can be a brainstorming assistant to push you out of your title-creation comfort zone. Simply ask the AI platform for title recommendations. Then, see if any work as-is or could spark even better title ideas. This exercise is especially valuable on Fridays when your brain has already gone into weekend mode but you need to crank out content.
The truth is that ChatGPT is getting attention but can’t replace human copywriting. However, it’s a marvelous tool to add to your content creation MarTech stack. With ChatGPT, you can push out more awesome content without adding more work to your already-full plate.