How Should Marketers Use ChatGPT?

If you’ve been following the news lately, you know that Chat GPT is the newest and hottest trend. The advent of  Open AI’s ChatGPT has the world abuzz and its reverberations are likely to be felt across a multitude of industries.

Data and tech types have been enraptured by how advanced the machine language processing of ChatGPT is. Employment experts are torn over whether or not this tech will create more jobs or result in widespread layoffs. And then some of us are just trying to write essays about world history in the style of a Nickelodeon cartoon. Regardless of your thoughts on ChatGPT and opinions on whether it’s a net positive or another piece of tech humanity is too incompetent to use correctly, it’s impossible to deny that Chat GPT will have a huge impact on the world.

The marketing world is not immune from this buzz. The practical benefits and technical imperfections of ChatGPT have got many in the industry asking themselves a question: how should marketers use ChatGPT?

We have our thoughts on the pros and cons of ChatGPT and whether or not it is capable of changing the marketing world. ChatGPT is an exciting and revolutionary piece of tech, but we don’t see it taking any marketing jobs quite yet. However, we are excited about the tech and what it could possibly do for the marketing world.

Read Onto Learn More About ChatGPT & How Marketers Should Use It! 

What ChatGPT Can’’t Do

ChatGPT is an amazing piece of tech, but it does have limitations. The technology is so new that comprehensive analysis has not been done, but some flaws are readily apparent. Experts have noticed that ChatGPT is phenomenal at processing information, but it lacks the ability to analyze at times. So, for instance, if you ask ChatGPT to write an essay about if a multi-level marketing scheme is worth it, it will succinctly recap the pros and cons for you.

However, ChatGPT will not weight these positions towards the evidence for each position, but will instead merely offer both the evidence for and against an MLM as equally valid. This sort of noncommittal and apathetic summary is fine if you ask ChatGPT to discuss the pros and cons of New World Vs Old World wine, since these are taste-dependent opinions. It could potentially be life-altering if ChatGPT takes this approach with something as serious as a medical, legal, or engineering question. ChatGPT can summarize well, but it can’t offer professional recommendations the same way a tenured doctor, lawyer or engineer could. (Or at least, it can’t yet.)

ChatGPT also is designed to give answers. It’s not designed to ensure that every piece of information presented is fully accurate. So, it is possible for ChatGPT to offer different answers to the exact same question, if prompted consecutively. Remember, ChatGPT wants to give you what you’re looking for, even if you already have received correct information.

These aren’t the only flaws with the system. ChatGPT is often too verbose when compared to a human professional’s recommendation, it often struggles with idioms and slang, and it cannot quite express complex emotions as simply as humans can. As it turns out, there actually are elements of being human that AI can’t fully experience and understand.

These flaws don’t render ChatGPT useless. It is important, however, to remember what the system can and cannot do. With that in mind, you can be better positioned to use ChatGPT effectively in ways that the tech can shine.

ChatGPT Marketing Use 1: Rough Draft

The main capability of ChatGPT as we see it is its ability to generate rough drafts. Every marketer who has written marketing copy before knows that not all drafts see the light of day and for good reason. Sometimes, you need to scrap a few drafts before you end up on the right path. All of these rewrites burn time. ChatGPT potentially could be your new resource for rough drafts. Ask ChatGPT to write your rough drafts and then consult what it has produced. Do you like the structure? Is the style what you’re going for? Is something lacking?

These rough drafts don’t merely provide you a resource to consult; they potentially could be a start on your final iteration. If your topic is simple enough, consider cleaning up and smoothing out the rough edges of ChatGPT’s first draft to get to your end draft. Your marketing content production time has just been halved without any drop in quality.

ChatGPT Marketing Use 2: Insight Stream

Similarly to the rough draft idea, ChatGPT offers marketers the ability to pull in additional insights through ChatGPT’s automation. Imagine you need to write a whitepaper for a very specific and technical industry. Typically, this would require quite a bit of research and planning to fully understand the layout and structure necessary for this whitepaper. Now, let’s say you have access to ChatGPT and decide to ask ChatGPT to write a rough draft for you. Basically, nothing too different from our previously mentioned rough draft idea.

As previously mentioned, you’ll need to edit, fact-check and reformat elements of the ChatGPT rough draft. However, ChatGPT’s machine-learning allows it to access more information than any one human could analyze. This means that ChatGPT will likely take your whitepaper in a different direction than you would have previously thought of taking. The nuances ChatGPT includes could prompt you to research an industry-specific trend you were not previously aware of and thus create a stronger and more compelling white paper. Essentially, ChatGPT is now your free machine-learning researcher and that’s a great resource for a marketer to have on standby, especially for technical writing.

ChatGPT Marketing Use 3: Expedite Processes

ChatGPT’s main strength is that it is capable of speeding up production times. While it’s not intelligent enough to automate certain high-level tasks, ChatGPT is sophisticated enough to perform writing tasks that previously only humans could complete. Imagine the basic and tedious typing and retyping that goes into writing social media posts, email campaigns and paid search campaigns. These sorts of writing tasks usually aren’t terribly complex, but they do take time.

Just like how ChatGPT can be used to make rough drafts, it can also be used to take first stabs at copy. While it will require research, editing, and strategic insight to approve and use ChatGPT’s copy, the machine-learning is nuanced enough to speed up the production of marketing assets. The more mundane elements of marketing writing can be automated at this point. Marketers can now focus on researching, planning, and testing campaign specifics and outsource the tedious elements of writing to ChatGPT.

ChatGPT Marketing Use 4: Experiment

No one writes marketing content just to write content. If you’re writing marketing copy, you’re doing so for your audience, whether you’re a freelancer, a marketing agency, an internal marketing team, or a business owner and these stakeholders typically want their marketing content written a certain way. Typically, you have deadlines, style guides, and target keywords to be aware of as well. That’s without the stressors of all of the other hats you wear in both your professional and personal life. Unfortunately, due to budget and time constraints, most marketers don’t experiment with creative writing in their marketing projects.

But what if that could change? What if ChatGPT could be your soundboard for changes in content tone? Imagine having the ability to ask ChatGPT to write four or five different blogs or email promotions, but each with a distinct tone. Maybe your brand has always had a more laid back tone, but you see elements of ChatGPT’s crack at a formalized tone that intrigue you. Maybe you’ve struggled with writing conversational ad copy, but you see glimmers of a new brand voice with ChatGPT. That could potentially revolutionize your brand’s tone and messaging and without much effort at all on your end!

ChatGPT Marketing Use 5: A/B Test

This isn’t a direct use of ChatGPT, but rather an outgrowth of the product. As we’ve mentioned prior, ChatGPT has the potential to cut production times dramatically and basically automate mundane writing tasks. Now, imagine using ChatGPT to produce different and distinct styles of email messages, ad copy and blogs. We recommend investing that extra time into evaluating which version of a piece of content drives the best results.

Marketers have been A/B and A/B/C testing since the dawn of time, but too often, the time required to create copy prohibits many marketing teams from really A/B/C testing as often as they should. With ChatGPT, the time spent to create ad copy is removed as a constraint and marketers can now test virtually endless combinations of copy in their paid ads, email campaigns, and web content.

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ChatGPT will absolutely shake up the marketing world. This new technology means that producing quality marketing content will be easier than ever. However, the mere use of ChatGPT will not guarantee success. More and more businesses will rely on ChatGPT to produce more content than ever in the years ahead and proper marketing strategy will become more and more important. The difference between successful brands and mediocre brands in the post-ChatGPT world won’t be technology; it will be strategy, ability to pivot, and research capabilities. Good tech means faster production times, but a strategic and well-researched mindset always trumps tech in the marketing world, in our experience.

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