If you’re in the digital marketing space at all (and if you’re reading this blog, we assume you are!) you can’t go anywhere in the online
world without seeing anything about AI. Well, we are here to tell you not to worry! The robots are not taking over! Not yet anyway. We’ve
spent some time with ChatGPT in particular to learn just how much this AI tool can actually do and how we can leverage it. Call Smart
WSI Marketing today to learn more about how we’re using AI in our marketing strategies.
What is ChatGPT?
ChatGPT is an AI chatbot model designed to answer queries in a conversational way. Ask ChatGPT a question, and they will answer you back in a
conversational format. But it’s capabilities are so much more than that! You can ask ChatGPT to follow detailed writing prompts, and it will
draft content for you, from social media captions to outlines, to full blog posts* and everything in between! (*disclaimer! This blog post
was written by a human.) And while this is kind of cool, it brings on a mixed bag of emotions from content creators and their clients
alike. Like, if it can write blogs, can it just replace me?! As of right now the answer is a confident “no!” but here are some ways
that agencies and our clients can and do leverage emerging AI technologies.
This is the number one way we can employ AI! We’re not proud of it, but even the most creative content coordinators get stuck on ideas from
time to time. A little hand from AI can get you through that brain fatigue and help you look at things from another perspective. Depending
on how you word your prompt, you can generate ideas for blog topics, product and service ideas, and solutions to issues. You can refine your
prompts for more specific uses as well, such as brainstorming titles for pieces of content, names for products, and creating slogans or
Can you give me ideas for [format] about [subject], perhaps covering [topics]?
Can you generate a list of [adjective][titles/names] for a [brand/product/person] that is focused on
[keywords & description]?
Can you come up with a [adjective] slogan for a [product/service]?
These prompts are just very basic samples. The more details you give the AI tool, the more complete of an answer they can give you.
AI technology is a great tool for developing frameworks and strategies for concepts that human intelligence can flesh out. Things like
social media strategies, content outlines, and blog plans can be drafted by AI, taking the guess work out for your content people. Then they
can apply their brainpower to putting “meat” on the “bones” AI provided.
Acting as a social media manager,
can you help me create a content management strategy for a [type] company for [social media platform] in order to [goal]?
Creating buyer personas can be an extremely helpful activity for building an effective marketing
But honestly, it’s very few people’s favourite activity. Maybe we feel a little silly creating ads specifically for Christine, the
42-year-old Coca Cola enthusiast who collects vintage Happy Meal toys and has exactly 2.5 children? But AI can dig a little deeper and find
out what really makes Christine and her half of a child tick.
Here’s a sample prompt for creating a buyer persona:
Can you create a detailed buyer
persona for someone who is [age] and interested in [X, Y, Z]?
Using AI for content is pretty exciting! It can speed up and diversify content production in ways we had never even dreamed of before. But
as we mentioned earlier, it’s beginning to make content writers a little nervous. Well, it shouldn’t. As of right now, it’s still a tool to
help people write content. At least, that’s how it should be used, and that’s how Google wants you to use it! Google can tell and will
penalize you if you’re just cranking out AI generated content. (Does the Helpful Content Update ring a bell?) It’s not the fact that the
content is AI generated that Google may take issue with. It’s that AI’s “voice” and “speech” patterns lack personality and authority. There
are a few tools your can use to check content if you suspect it was AI generated.
Here's a few of the limitations of AI technology:
AI generated content seems to have definite pattern that Google can detect.
AI written content lacks your company’s voice and personality! Anything generated by AI should always pass through your content editor
before it gets posted.
The information generated by AI technology isn’t always correct. This makes verifying your facts crucial before posting anything generated
ChatGPT, for instance, is only verified up to 2021. Any events after that, or real-time information is not accurate. However, the platform
itself will tell you this out right!
AI may give you the same content as some one else. Be sure to check your AI generated content for plagiarism before it leaves your
That being said, here are some ways to leverage AI technology for content creation.
Yes, it’s true. ChatGPT and Jasper AI can generate entire blog posts! With a well written prompt with a lot of direction AI can take most of
the heavy lifting out of a writing a blog. But as we previously stated, it’s not a great idea to just post whatever the robots spit out. It
should always pass by a human editor to make sure that the information is correct, and that the finished product has your company’s voice
A sample prompt might look like:
Create a [desired
length/type of post] blog of [type of company] about [topic] that includes these keywords: [keyword(s)].
Remember, the more specific your prompt is, better your outcome is likely to be.
Another cool capability AI tools like ChatGPT has is the ability to take existing content and repackage it for you! This is great for
repurposing or updating blogs, re-writing them for a different topic, but with similar elements, or for adapting them to different content
formats. This is also helpful for improving content by adding new elements such as injecting humour or adding structure like bulleted lists
or new headings.
An example of a prompt:
following content to make it [desired outcome] by adding [elements]: [insert content]
Drafting Website Copy
At this point we all know how important your website is to your business. It may be the first impression potential customers or clients get
of your business or brand, so it should be a good one! It’s crucial that the content they read on your website grabs their attention and
makes them take notice of you. AI like ChatGPT can help you create compelling website copy to influence your audience and keep you on
Here's a sample prompt:
Write a [type of
text] for my [type of brand/product] that [persuasion technique] to [desired action or feeling.]
On social media, a picture is worth a thousand words! But you also get to a chance to use words to captivate your audience with
thought-provoking and memorable captions. Sometimes, being clever and catchy on social media leaves us drawing a blank. It happens to the
best of us! Get an assist from AI programs like ChatGPT.
Use a prompt like this one:
for social media specification] for a [type of company/brand] that [industry specifications].
Responding to Customer Reviews
Responding to customer reviews is imperative for building up your brand reputation and building a loyal customer base. You need to respond
to every review, both positive and negative, in a constructive manner that is tailored to the customer and their situation. That can take a
lot of time and effort. It can also be difficult to keep your emotions in check, particularly when responding to a negative review of your
business. With some guidance from a well written prompt, AI can generate a personalized, professional review response that addresses
your customers concerns and leaves your personal feelings out of it.
A sample prompt might look like:
Act as a customer
service professional that works for [type of company] and provide a response to the following feedback in a [tone]: [insert review]
So Much More!
There are so many more tasks that AI can give us a hand with! Things like:
Instruction & SOP creation
Process and product optimization
Developing productivity habits
Creating interview questions
Drawing up liability waivers
Learning teaching strategies
Meal & workout planning
General health advice
Evaluating & rewriting texts for persuasion
Creating travel itineraries
And so much more!
AI on the Rise!
It may seem that ChatGPT and other AI models may have nearly endless capabilities, but it is important that we see them as what they are: a
tool to help humans work more efficiently. While this tool on it’s own isn’t poised to replace human writers as of yet, it’s a good idea to
get comfortable working with an AI assistant. They aren’t going anywhere!
Specialty: Digital Marketing
Strategies Education: MA Communications
& Technology, BComm [U Alberta]
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education,
keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
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