The excitement around new and readily available A.I. tools, led by ChatGPT’s emergence as a free and easy-to-use platform, has a lot of people looking for ideas on how to leverage this technology for their work. Business owners, webmasters, digital marketers, or any problem-solver who wants to streamline workflow and speed up processes have to start considering how to use these tools to help achieve goals while saving time and money. And we’re not wrong for that, but there are “right” ways to leverage these tools and there are “wrong” ways, too.
Leveraging ChatGPT for Organic Search Strategies
We know one of the biggest challenges with publishing and promoting quality content lies within the creation of content itself. It is a time-consuming and laborious task. It can also be challenging to present quality ideas in a way that resonates with readers and easily explains often-complex concepts.
It’s no secret that not everyone is, or wants to be, a good writer. As such, it’s no surprise that many digital marketers will start to consider the potential of using A.I. tools like ChatGPT to do some of the writing for them. While this may be tempting, ChatGPT can’t be fully relied on to take the place of a content writer or editor. Instead, the tool can be better utilized to aid with the planning, development, and ideation of website content.
ChatGPT does not guarantee the uniqueness/originality or truthfulness of its content, nor does it account for your brand’s tone and voice. There are severe consequences to publishing content that is duplicative of another website or worse inaccurate. Incorporating ChatGPT-generated content requires copyediting, fact-checking, and reorganizing for readability and experience.
Here are some of the ways you can use ChatGPT to help you create quality organic content:
- Ask ChatGPT what type of things should be covered on specific topics.
- Ask ChatGPT what people care about/are interested in for a specific topic.
- Tell ChatGPT to describe a certain process or idea.
- Have ChatGPT explain subtopics of that topic to better understand what needs to be included.
- Ask ChatGPT to come up with a catchy introduction and/or conclusion for a piece of content.
ChatGPT should be used for directional assistance and idea creation.
Leveraging ChatGPT for Paid Search Strategies
The same type of advice should be considered for paid search strategies. Simply asking ChatGPT to write ad copy headlines and descriptions to then copy and paste into Google Ads without proper review would be careless.
Here are some of the specific ways A.I. tools can be used for paid search efforts:
- Use ChatGPT to brainstorm call to actions, value propositions, and taglines.
- Ask ChatGPT to re-write an ad for additional versions of ad copy to use with common goals.
- Ask ChatGPT what keywords or concepts are tied to specific products or services.
Overall Considerations of Using ChatGPT for Marketing Efforts
There’s no doubt A.I. technology is here to stay and is going to get exponentially better quickly. What is available today is just the beginning. Soon there will be custom applications of A.I. for all industries.
Marketing teams need to be informed of the power of these tools and how best to use them. Today we are very much in a trial-and-error period, but it’s our jobs to use these tools to try and understand every use case in leveraging them.
These are powerful tools that can help speed up workflow and research. Soon, even the content creation itself may be possible, but the workflow today needs to include human oversight and characterization that ensures branding, and the truth remain at the forefront, regardless of whether its organic- or paid search oriented.