ChatGPT: Artificial Intelligence in Marketing

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If you prefer to read instead of watch and listen, here’s a transcript:

Hi, I’m Rob Riggs with Code conspirators. And you may have heard all the fuss about ChatGPT and artificial intelligence. And whether that’s fear based or excitement based on these things. I think there is, with any new technology that comes on the scene, it’s really, it’s exciting to think about when it’s also can be scary to think about, like, what are the deeper impacts longer term impacts. And so I’ve been playing with, you know, ChatGPT and a couple other tools for the past couple of weeks, as they really become. It’s kind of more garnered more attention to notoriety. And so yeah, just step back for a second, you know, ChatGPT and artificial intelligence in, in general, is the is looking at content, it’s in ChatGPT, for example has read, if you will do in the air quotes, read content that has taken place on the internet. You know, up until the I think it’s a past year or two. And in the future, I’m assuming that the intent will be that it’s looking at real time content, real time data, and taking that into account. But for now, we’re we’re looking a year or two, back, but all the way from what I imagine, and I don’t have information to back this up at this point. But you know, from the from the dawn of the internet, I don’t know if it’s looking back that far or back several years of content, but the ChatGPT and some of the other similar tools are chat generated ways to insert a prompt or a query ask a question, or ask a favor a request. And then we get back in content form the you know the answer to our request. So what I’ve been playing with over the past couple of weeks, is in in a manner to better understand what opportunities there are to make our day to day more efficient. I’m working with how could we leverage How could our marketing team leverage some, you know some automation to to help accomplish more for our clients by leveraging a tool like this. And so I’ve I’ve done a couple tests already. And what I’m highlighting here, and I think it’s a really good example, highlighting a specific series of questions that I’ve asked, based on a perspective of a web application development company. So just in case you’re not familiar, coconspirators is a digital marketing technology company. And so we do web applications. We build those we build websites, we also build marketing campaigns, to help drive targeted traffic to those web assets and web properties. And, but so I’ve, I’ve played with a series on like digital marketing, create a content calendar for blog posts, social posts, and keywords, etc, for a digital marketing company. So what ideas would be relevant to somebody searching for the, you know, web, a digital marketing company? And the idea behind content, you know, the you’ve heard the phrase content is king by now, I’m sure. But the content is produced on web properties in a way to get search engine to crawl that content to index that content. And then when somebody has a question that our content answers, then when they type in that keyword phrase, you know, you’re looking for a web application company, web application development company or a digital marketing company, then hopefully, we’ve written content in a way that’s going to bring our article or our content to that reader, and then the reader is going to hopefully click that link. Hopefully they’re going to like what they see hopefully, they’re going to initiate a point of contact and become eventually a client at some point. And that’s done the whole vein of search engine optimization and using artificial intelligence to generate content to meet those needs. So I’ve sort of back to back to the point today a, an example of a query in a conversation with ChatGPT, the artificial intelligence, content generation engine. Here’s an example of a question. So I started with, please create a content calendar for blog posts and social posts for a web application development company. And so here’s the response to the gave back. So it gave us five weeks, one post a week of your blog post title in it saying this would be good to write about it used last year and what faulted for that that’s probably when it’s at CBT considers the current date of your most recent content that’s looking at. But you know, that’s fine. I’ll give it a pass on that. And then here’s our related social posts. staying up to date with the latest web development trends is essential for any business, check out our blog to see our predictions for the top 10 trends. And then we probably link to the blog post. And then we’ve got week two, it’s covering other topics responsive design, web application, web development framework, in then open source technology in web development, all really relevant topics that we might consider writing about. And then as always, it’s got a disclaimer, it’s just sample content, adjust poor per your requirements. And so can I follow that up with this. So I’ve gotten these five topics, these five weeks of one blog post each and the my, my next follow up prompt was using NLP neuro linguistic programming because we’re going to want to write in such a way that’s going to help somebody and potentially help somebody become a client in the future. So using NLP in a smart, easy to understand way, slightly witty tone, which those are the three, you know, ideals that we try to embody in our posts, please write a 1200 word blog post, I stopped here 12, we did, you know, 1200 words, because we want a lot of content, long form content that is going to have enough content to be interesting to search engines and give enough context to a reader. But when I did more than 1200, I started out in 2000 1500. Words, you know, because ChatGPT is getting some attention, you know, recently, it started, like fizzling out dying toward the end. And so I’ve shortened to a point at what point it works. Where it is, you know, finishing the article, or the content and the response. Yeah, generally most of the time. And then, so we’re going to write that top in our blog post intriguing title, because it’s very important for that title to be intriguing, so that people will actually click to read more concepts summary, this is the you know, the, the summary of the content that shows up below in search results shows up below that link. So people get an idea what the content is about before they decide whether or not they’re going to click into that content to read more. And then a list of target keywords to draw good search engine traffic for the topic. So basically, I’ve made this I’ve reworked this over a few searches over the past couple weeks. And I found this to work pretty well. I do have some updates I’m making as we’re continuing to test, but then I use that same prompt but then I will change this topic to meet the topic that I want to get ideas content ideas about in the I’m just pulling this directly from our content, calendar, blog post title that it gave me as a sample content calendar. So now it is GBT is giving me a title that is slightly more intriguing. Get ahead of the game, the top 10 web development trends to watch in 2020 3d I did correct that year from 22 to 23. Content summary again tells us gives us a few sentences of what the article is about, target keywords is giving me 10 As requested to And the keywords that it thinks is going to help the search engines and readers in the future, find this content. And then we’ve got the body of the post. And so it’s it’s a great body got an intro here, the netlist seven interesting aspects of the marketing trends and that sort of thing things we want to be aware of, in some of these things are AI, how appropriate machine learning, Progressive Web Applications voice and chat motion UI, you know, single page applications, and virtual AR, and cyber, so all really relevant topics. So good stuff here, I would have, you know, at least included a summary. You know, so if you have any questions around any of these seven, you know, blah, blah, blah, you know, click here to schedule a conversation, or something that wraps up, you know, summarizes that content as a conclusion. But, so that was a great first article, I think it’s just kind of the simple and the basic. But, you know, they did a good job. And then I went down to the next topic. So this is coming from that second week, the importance of responsive design and web development. And so it gave us again, more intriguing title, responsive design, why website needs, it gave us the concept summary, 10 keywords in the body, really good. And so as I’m digging through here, while your business needs a web application, I’m looking for and again, I’m not going to copy and paste this into our blog posts, unedited or an unrefined, but I wanted to show you kind of how we’re looking at leveraging this to make our content team more efficient, we benefit from that, and also our clients benefit from that. As I’m looking through here real quick, and then just, you know, we didn’t end the sentence with a period. So this is something that we would catch in our review. But, you know, this, this is probably come about, because it’s the, you know, again, we get toward the 1200 words, and the ChatGPT because of the the load of everybody using it just loses its steam, and you know, who can blame it. It’s serving a lot of people, you know, currently so so this is why it’s important not just to copy and paste, it’s important to look to read to understand to edit, and refine to meet your specific purposes. But this this chat session, it’s generating content, live real time, that’s totally unique. And I love that we’re seeing this I love this too. We you know, I said use a country intriguing title here and I think this it picked up on the the F and frameworks and made a creative as much as AI can be framework frenzy navigating the world of web development frameworks, love it, content, summary, 10 keywords body, here, it’s giving us some examples of frameworks. Love that in, in conclusion, and again, it kind of fizzled out at the end here, but that’s fine. Again, intriguing title, Open Sesame, because it picked up on the word open source. And so using a colloquialism. Really fun here. And what I saw here, that last paragraph we must appeared are either TOEFL 100 words, or we got to the end, and there’s just like, close enough. But so I asked it, to rewrite that last paragraph with the conclusion in conclusion. And so it did it finished that article in a way that wrapped up that, you know, the blogpost adequately. And so we’re going from here, it’s, it’s kind of interesting, I wanted to show you So our website is built in WordPress, and it’s a fine content management system. There are a ton out there that we that we work with, and that may serve you better, but we like WordPress, because it’s very extensible. We can make it do whatever we want. We can integrate it with other systems, other platforms in to make it do what we want to do. But I wanted to show how I’m going about this test to show kind of where the data is flowing in how it looks on the on the front end when we’ve done this. So I’m grabbing this title, and popping it into our post title here. And let’s look next at content summary. So concept summary is important, because it clues in Google to what we’re trying to communicate. So we’ve got a, depending on what plugins you’re using, you may have different content modules in here, but we have we have this. So anywhere we’re looking at content summary, we’re tracking this in here. excerpts, this is ubiquitous for WordPress, generally. So we’re going to add that concept summary in here as well. And then we use Yoast SEO plugin, because it helps us position the site well to be searched in ranks by search engines. I pop that into the meta description as well for the post. And then we will edit that description content in the different fields to make it most appropriate for that particular how that feels shows up on the front end. In then, real quick, you’ll see here we’ve got I’ll go through and make edits to the concepts or our content see, well, once I’ve done with my finished with my experiments, but we we’ve gone through and make our edits, make it personalized to our specific needs, make sure we include any specifics around what we’re trying to communicate with the article that you know, the AI bot didn’t exactly nail 100%. In then we’ll use Grammarly to make sure it will, you know, the AI is not perfect. Or it might use a different colloquial version of a word or phrase that that we want to change to meet our specific intent or specific audience. And then we’ll go through and you know, use Grammarly to make sure that we’ve hit exactly where we’re trying to go. And that keeps the you know, again, the content from being too robotic, we don’t want to be, you know, again, we don’t want to copy and paste out of ChatGPT without really looking at the content to ensure that you we have nailed our audience intent. So back up here, that was our concept summary. Now we’ve got our target keywords. And so we’ve got 10 here that we can choose to look at. We so it looks like I’ve already edited these a bit. But we can make sure that the things that we want

the theory on the right post weak or not. So I’m gonna grab these. And just to show you kind of what I’m doing here. See here, I want these comma separated. And through just like this real quick comma separation allows the tags and we’re pressed to add them as separate tags. And then make sure that they are attributed appropriately. Let’s see, here we go. And then cut that and go into open source frameworks. What we did, we did already have this open source tag with development, cost savings, flexibility. So let’s add a few more here and make sure that we have all of those and it’s going to look for any duplicates raises is some of these Okay, yep, I had already done this, but I’ll just show you kind of how I did that to show you how we are leveraging that the the keywords for tax IDs, okay. There’s our keywords, and then our body I’m gonna copy and paste that in here and remember that it didn’t finish that last sentence. So I did go back in to the body and copy and paste edited to meet our specific, you know, intent with our audience, and then use Grammarly and then we’re ready to go. We’ve got that scheduled out for Happy Valentine’s Is day. Fantastic. So we’ll click at it. One last thing we’re also experimenting with. We love live photography. But as the team is remote and as we’re trying to really leverage AI, we are playing with AI generated photography as well, or arcs, if you will. And so it can get really creative with what we’re doing. And there’s a handful of different tools out there with different styles of creating art. And so for example, with Dali, which is one of one of my favorites in terms of style. The I can tell it use surreal, you know, create a surreal image, or use impressionism as a style or Van Gogh, or Warhol or Picasso. Depending on which direction I’m trying to go. This works really well for our specific brands, because as you can see, kind of weird kind of, you know, taken the campy art design direction. So you know, our our brand is, you know, co conspirators in the mascot is Cody, and you can see him up here in the logo. And Cody, in his backstory, he used to be a spy, but he was a terrible spy, because he kept giving all the secrets away, he was just really trying to share all the secrets with everybody. And so he, he didn’t last long in that position. But he works really well in our company, because he’s very transparent. He wants everybody to know, here’s what it takes to have an effective marketing campaign so that your business can thrive and things like that. So you can, you can see as we scroll through here, that the artwork is just really kind of campy spy theme, and we love it. And, and it is just a fun way to, you know, integrate art into our plant. And so let’s also let’s, let’s look at our blog here, so you can see kind of where we’ve been going with art. So again, Dali’s one of my faves, just its style and the way it builds with the proper prompts. But there are a few others as well, that may make sense for your organization, if you’re looking to use AI generated imagery lexica here is we’ve used that it’s a more realistic, let’s, let’s pull up one of these images, it’s it is more realistic, and but it’s it’s obvious that it is not a like a stock photo, right. But it could just as well be if we uploaded a an actual stock photo or a photograph of something that we had a photographer, you know, take a snapshot of our team sitting on the table, and then upload that to artiphys that photo. If that’s a word, it could as well just as well be that. So it’s a pretty cool style, what we’re doing, or playing with is switching styles with different themes or a different series in our blog post. So that will alternate between, you know, legit photography of our team or our you know, in our office or whatever. Or, you know, the lexica art, or the Picasso style art or the you know, Van Gogh or whatever it may be. This mage here, this is my second favorite. I really like this style of arcs. And we can see here in this prompt, impressionist image of a casual web developer creating software and it gave us this that’s that’s all this is the prompt. I click go in it gives us it took me seven 810 12 tries before I got something that I liked this well, but and then within those first tries, I was changing the verbiage a bit to get a more representative image. So the first time I had left out the word casual. It gave us a nice one that I liked but the developer was wearing a tie and a jacket and looking at spreadsheets and that was not exactly what we were going for but this It speaks to exactly kind of our, our personality, if you will, of what we’re looking for. There’s another one, excellent Oh, that AI here. And this was cool surrealism here. But it was more cartoons that I wanted to use for this particular series. But what I just loved is AI generated art in the style of Van Gogh. So you see, Van Gogh makes an appearance once in a while, over here or three times in the year, that’s, and that’s cool. What I had asked for what here was three web developers, men and women. And because it was initially giving us, you know, when I was not including specific, diverse traits, or gender, it was just giving us a bunch of white guys, and you’re sitting on a computer screen. And that’s not who we are, or what we’re trying to represent, you know, we, we have, you know, our team is very diverse, we actually are majority women on our team, which is something to be proud of, we have team members from diverse backgrounds and areas that we want to highlight or represent. It’s important to us, but I had used this, you know, men and women in a high tech office, high tech office art style of Van Gogh Starry Night, and it didn’t really understand high tech office, it gave us a man and a woman, they might be web developers, but they’re standing in front of the Starry Night backgrounds. That’s not exactly what we were trying to accomplish. In the nice guys, this was too real, but the faces were just a little bit. Not not 100% there. So we didn’t end up using them. But, but really cool tool if you can get the prompts, right. And so that we use those images throughout several blog posts, as an example, again, of what AI generated content can be when we use it as inspiration or idea generation, and then the unit rent imagery. So we have several in here that are suited to a particular series. And they’re there these events. So now we’re back to like the just kind of photography from either our team, artwork from our team or stock photos, depending on what the topic is. And so as we go through here, basically to summarize, I’ve been really impressed with what AI can do for marketing messaging for content generation for, you know, inspiration of what should we be writing about? I can’t wait to see where this is going down the road. And I want to continue experimenting for the benefit of our team to see how can we produce the best result for our clients with the most efficient use of time so that we can, you know, be very cost friendly for our clients. If you have hints, tips, tricks or questions, I’d love to engage and see how you’re using ChatGPT or other AI in your marketing messaging or in your just general business. Look forward to hearing from you!

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