Seven Ways to Integrate Chat GPT into Your B2B Content Marketing Efforts
Depending on which content marketer you speak with, Chat GPT is either overrated as a B2B content tool or a mass extinction event sending human content marketers the way of the dinosaurs. OpenAI CEO and ChatGPT founder Sam Altman paraphrased Robert Oppenheimer during an interview with the New York Times two years ago. As ever, the truth of the value of Chat GPT and content marketing lies somewhere between the extremes; it certainly is the best thing since sliced bread, but that loaf is far from properly baked yet. In this article, we’ll explore both edges of the sword that is Chat GPT in content marketing.
Chat GPT, what are you?
Do bears poop in the woods?
Integrating Chat GPT into your B2B content marketing can revolutionize how you engage with your target audience (I don’t use that word lightly). From personalized customer support through virtual assistants to creating interactive and dynamic content like quizzes and calculators (on the double), Chat GPT enhances the overall customer experience by turbo-charging content generation all through the conversion funnel.
Before diving into content creation, take some time to familiarize yourself with Chat GPT's capabilities and functionalities. Experiment with different prompts and see how it responds to various inputs. For all its vaunted processing power, the face of Chat GPT is a chatbot. To get it to do what you need it to do, treat prompts more like a conversation than a one-way monologue.
Usually, Chat GPT wouldn't have added the emojis to the response above. But it was generated after I asked it to create a social post, prompting the emojis. The mechanism is called “contextual awareness,” which allows it to recall what you’ve asked before and maintain the context of the conversation. Using new chats per project in Chat GPT allows the model to remember the content fed into each chat, leading to a more personalized content generation that resonates with the target audience.
ChatGPT can help write social media posts, cold emailers, ad copy, YouTube descriptions, scripts for explainer videos… To improve the content, begin with a rough draft and use Chat GPT to enhance it. For example, I copied and pasted a rough first draft of this article into Chat GPT and then asked it to write a social post.
With Chat GPT, quality prompts equals quality content. Your B2B content will be equally generic if your prompt contains generic super-basic instructions. Detailed, specific, instruction-rich prompts are the key.
ChatGPT can be used to generate outlines for ebooks, white papers, and checklists at speed. It can also write the whole thing for you, but be prepared for content so bland and uninspired that it puts Chat GPT to sleep while it’s generating it. The trick is to work with it to make the outline compelling before any writing begins.
Utilize social listening and audience data to identify your target demographic's pain points, desires, and preferences. Feed this information to Chat GPT to generate content that specifically engages the identified needs of your audience.
Writer’s block? Chat GPT can give you a fresh perspective and suggest topics you may not have considered on your own, which can often be the springboard for ideas that deliver more value to customers.
Chat GPT is great at streamlining multiple SEO elements, including keyword research, content optimization, and evaluating content length. By automating routine SEO tasks, Chat GPT lets you focus on other strategic aspects of your B2B content marketing. Just remember this is Chat GPT, thoroughly check any generated content for errors before you publish.
Chat GPT changes the game for content marketing. No doubt. However, exercising caution to safeguard your organization's integrity and credibility. Using Chat GPT to publish content under your organization's name could damage your brand reputation and even leave you legally exposed if an NDA is in place.
Chat GPT has an accuracy of 85% or higher, making it a valuable research assistant and content creation tool for organizations generating their own B2B content. But it's crucial to be cautious of that remaining 15% of the time when it gets it wrong and doesn’t have the awareness to let you know. Misalignments in brand voice and messaging could significantly damage your brand reputation.
Chat GPT, write one paragraph as Yoda might describe using Chat GPT for B2B content marketing.
Trained on industrial quantities of diverse text data, including Star Wars' galactic online fanbase, Chat GPT excels at Yoda’s voice. But new businesses seeking a consistent, distinctive, and relevant brand voice struggle not to sound like a billion-dollar chatbot raised on cardboard and corporate cliche.
Be warned, Chat GPT generates responses based on patterns in the data it was trained on, without verifying source credibility. This puts companies at risk of publishing inaccurate B2B content, negatively impacting SEO rankings, brand authority, and thought leadership. Rule of thumb: Fact-check, then fact-check again by teaming up with .
When using AI language models like Chat GPT for your content marketing, implement risk controls, such as obtaining explicit consent from stakeholders and addressing concerns, to avoid breaches of confidentiality or NDAs. Imagine uploading your highly confidential 50-page PowerPoint onto the Piratebay. While it’s an extreme example, staying vigilant when posting sensitive information is critical when using Chat GPT.
Handing over the reins of your B2B marketing to Chat GPT is like trusting a copywriter who never moans, snarks, calls in sick, or makes typos and has a verbal IQ better than 99.9% of the population. Brilliant? Not so brilliant! The copywriter is stuck in a time bubble where the world after September 2021 never happened (not so brilliant).
Chat GPT, do you know that FTX is bankrupt now?
Rule of thumb: Cross-check and verify content generated by Chat GPT before publishing. (Have we mentioned that yet?)
Chat GPT, which generates responses from its training data, resulting in content resembling existing material on the internet. For B2B websites, this poses a challenge as search engines penalize duplicate content. To maintain content quality, prioritize value-driven insights over quantity. Sometimes this means turning off Chat GPT, closing your laptop, and consulting with your own amazing intelligence.
Can clients save their marketing budget and rely on Chat GPT to replace an experienced B2B content agency yet? What does Chat GPT's founder think?
AI offers great potential to B2B content, but we need human oversight to maintain its integrity, relevance, and authenticity while enhancing its impact. Thaynes Marketing combines ChatGPT's capabilities with human expertise to improve client outcomes. We can help with lead generation, content creation, and more in the complex, dizzying, always gratifying world of B2B marketing.
ChatGPT's content marketing strategy uses advanced natural language processing and machine learning to generate personalized and engaging content. It is a versatile virtual assistant creating content that aligns with the brand's voice and resonates with the target audience. With ChatGPT, businesses can streamline content creation, improve SEO, and drive meaningful conversions, establishing thought leadership in their industries.
It’s a highly versatile language model that generates human-like text on various topics. Here are some ways ChatGPT can be utilized for content creation:
Chat GPT generates responses based on its training data, which may not always ensure the accuracy of information. It's essential to verify sources and facts to avoid publishing inaccurate content.
Yes, Chat GPT can generate long-form content like blog posts, articles, and whitepapers. However, reviewing and editing the content ensures it meets quality standards and aligns with the brand's voice.
