Picture this: it’s 2022, and the content industry is feeling the heat. B2B marketers are scrambling to produce captivating material that cuts through the noise and captures their audience’s attention. But there’s a catch – the content has to be informative, technically sound, and free of jargon. That’s easier said than done!
In a world where time is money, no one has the luxury to spend hours creating content that might not even hit the mark. That’s where ChatGPT comes in. Imagine having an AI-powered content generation engine that can create high-quality, conversational content in a fraction of the time it takes humans. Sounds too good to be true, right?
But it’s not. In November, ChatGPT was released, and it’s taking the industry by storm. Whether you’re a CEO, Director of Sales, or a content creator, you know that content is crucial for B2B marketing. And with ChatGPT, generating high-quality material is no longer a daunting task.
Now, let’s dive into the nitty-gritty. What is ChatGPT, and how can it help B2B marketers with their content needs? Let’s find out!
What exactly is ChatGPT?
ChatGPT is a revolutionary AI platform utilizing natural language processing (NLP) and deep learning algorithms to produce human-like textual content from conversations.
Imagine you’re chatting with someone on the other side of the world, and they’re using Google Translate to understand what you’re saying.
ChatGPT follows the same concept, but for content generation – it understands your input and uses it to produce human-like text.
Many chatbot providers claim to use NLP and deep learning, but ChatGPT takes it one step further. It’s powered by a recurrent neural network (RNN) trained on millions of real-world conversations.
This means the content it generates is much more accurate and natural-sounding than other chatbot solutions.
I would be lying if I said I was not amazed the first time I used ChatGPT. It was an incredible experience and made me think about the potential applications of ChatGPT for content marketing – it could do so much more than create content.
How does ChatGPT work?
While it is an AI-powered platform, ChatGPT still requires some user input. It works in a six-step process:
1. Create an account for ChatGPT on the website or download the app from either the App Store or Google Play.
2. Personalize your ChatGPT preferences, such as language, response speed, and chatbot tone.
3. Add ChatGPT to your website’s chat function or social media channels.
4. You input the keywords or topics into ChatGPT. This can be as simple as ‘B2B content’ or more complex as ‘how to create an effective content marketing strategy for B2B companies’.
5. ChatGPT uses its RNN to understand the input and generate content based on it. The output is a conversational-style article that’s tailored to your needs.
6. You can review the content and make necessary changes before publishing it.
Here is a picture of how it works:
As you can see, I wrote “Creating content with chat gpt” in the section above, and it automatically generated content in a conversational format.
Another example is this 300-word blog post it wrote on B2B Marketing, which is tailored to my preferences:
It was incredible to see how fast and accurate the AI was in generating content.
I also noticed that the chatbot continues to get smarter with each new conversation as its AI-powered algorithms become more accurate in understanding natural language and predicting outcomes.
ChatGPT is the perfect option for B2B marketers who want to create quality content swiftly and economically.
Four things to know about ChatGPT
There are a few things you should be aware of before you start using ChatGPT to create content.
1. Unaware of Current Events: One major limitation of ChatGPT is that it does not yet have the capability of understanding current events or the news – it is not aware of events that occur after 2021, making it harder to generate up-to-date content.
2. Requires highly detailed instructions: ChatGPT requires more detailed instructions to generate accurate content. It’s best to provide as much information and context as possible when using it to increase the chances of getting satisfactory results.
3. It is Possible to Identify ChatGPT Content: For years, researchers from Google and other organizations have been diligently working on algorithms to effectively detect AI-generated content – having tested strategies like using BERT algorithms and deep learning models.
Currently, Google Search can identify when a post or article has been generated using AI and can take appropriate measures accordingly. This means that utilizing ChatGPT for content creation should be done with caution, as it may not be suitable in some cases.
4. Avoids certain kinds of content: For instance, ChatGPT was specially designed to avoid generating text related to graphic violence, explicit sex, and other harmful content, such as instructions on how to create 99% pure meth.
How B2B marketers can use ChatGPT for content marketing
Content marketing is the key to any successful B2B organization’s success. Harnessing chatbot technology can aid marketers in generating ideas and constructing compelling articles that captivate their target audience.
Chatbots can provide a unique opportunity for companies to reach more potential customers, drive conversions, and grow their business faster than ever before.
Here’s how content marketers can use ChatGPT for content marketing:
1. Content creation
As content curation and creation are two of the most time-consuming tasks in content marketing, marketers can leverage the power of Artificial Intelligence and machine learning – enabled by ChatGPT – to generate original content ideas in seconds.
Most of the time, finding a good hook or topic can be a hit-or-miss process. But with AI, you can get ideas on various topics within minutes, giving marketers more time to focus on other areas of content marketing.
ChatGPT can generate content from many different sources, including long-form articles, blog posts, press releases, and even sophisticated marketing campaigns.
The AI algorithm can understand the structure of many different types of content and generate text with a degree of accuracy that exceeds human-like writing.
I asked ChatGPT to write an article on Account-Based Marketing and was surprisingly impressed with the results; not only did it cover all the aspects of ABM, but it was also written in a way that would appeal to readers (even adding some facts and data).
2. Video scripting
Most users may not know this, but ChatGPT can also generate video scripts. This can be a huge asset for content marketers who want to create engaging videos but don’t have the time or resources to write a script.
For example, if you want to create a promotional video for your upcoming product launch, all you need to do is input the content details, and the AI will generate a comprehensive script that can be used to create an effective video.
In 2023, more and more companies will likely embrace video marketing because videos have been proven to be more effective than any other type of content in terms of generating conversions and sales.
Chatbot technology makes this easier, as companies can now create quality video scripts in a fraction of the time it takes a human to write them; it won’t be long before you start seeing more and more videos powered by ChatGPT.
3. Using ChatGPT for search engine optimization (SEO)
Data and keyword research have always been time-consuming; you must first identify the right keywords, then manually check them for relevance and classify them according to their purpose.
Using advanced ChatGPT technology can simplify tedious keyword research and data analysis efforts. AI-driven algorithms easily identify the most pertinent keywords for any topic, enabling marketers to streamline their content optimization strategy to maximize SEO results.
To develop a meta description, summarizing webpages is permissible, as Google explicitly states that this practice should not be considered an infringement of its guidelines.
How to do this:
The most captivating SEO potential that ChatGPT provides is its capacity to penetrate beyond surface-level search inquiries and comprehend what people are looking for.
Currently, the beta version of this Chatbot is running offline, yet its ability to learn and understand each search query it receives has already exceeded expectations.
Not only does it provide relevant information that the searcher needs, but it can also supply them with the knowledge they had no idea existed! With time and additional development, ChatGPT’s intelligence will grow exponentially.
4. Social media marketing
ChatGPT offers the perfect solution for generating engaging and tailored content that resonates with your target audience.
With natural language processing algorithms, ChatGPT can analyze user data to create original content catered to those consuming it.
By leveraging ChatGPT, a clothing brand can create bespoke captions for social media posts that bring out each item’s unique features and advantages.
Moreover, these product descriptions will be crafted with words that resonate more deeply with the company’s target audience, ultimately leading to higher engagement rates!
How to do this:
5. Email campaigns
Utilizing ChatGPT, a fitness supplement company, can craft personalized email campaigns to introduce new products, provide discounts and promotions, and nurture customer relationships.
Not only that, but by using multiple subject lines provided by ChatGPT, you will be able to increase open rates exponentially, resulting in higher conversions for your business.
You could begin by integrating ChatGPT into your existing email platform and allowing the chatbot to generate subject lines for all your emails.
The bot will use its algorithm-driven natural language processing capabilities to understand consumer behavior, enabling it to craft personalized emails.
Moreover, you can customize each email’s message body with ChatGPT, allowing it to generate content more likely to resonate with the intended recipient.
The future of ChatGPT in B2B marketing
ChatGPT doesn’t seem to be slowing down any time soon. As AI-driven technologies continue to revolutionize the world of B2B marketing, we can only expect that ChatGPT will become an essential component of business operations – from content creation to SEO and email campaigns.
Based on Greg Brockman’s (co-founder of OpenAI) tweet, we can assume that the capabilities of ChatGPT are only going to become more and more advanced over time, offering users an ever-more intuitive way to generate content.
And we may see AI watermarking in the future, as more people will likely integrate ChatGPT into their content marketing efforts.
While this may sound good, it could pose a problem for marketers using the same content across multiple channels. ChatGPT provides an immense advantage to content creators, but it also poses a challenge regarding plagiarism.
OpenAI’s robot.txt addition to the technology is a step in the right direction and will help protect content creators from plagiarism.
ChatGPT is an invaluable tool for B2B Marketing in the modern world. As technology evolves, we can expect its capabilities to become more advanced and increasingly powerful.
B2B marketers shouldn’t fear what AI-driven technology has to offer; it is the key to success for their content marketing efforts.
Content created with ChatGPT should result in higher engagement and better customer relationships, allowing businesses to grow and prosper.
We have only just begun to tap into the vast potential of ChatGPT, and with several upcoming updates arriving this year, our journey is sure to be exciting! I cannot help but speculate on what amazing things we will create with ChatGPT in the years ahead.
Guest Author: Favor Ikechukwu is a Content Writer and Content Strategist with a passion for technology and helping businesses achieve their goals. He has worked in Content Marketing, Social Media Marketing, and Email Marketing for the past two years and is now using his knowledge to help others succeed.