How Chat GPT is Revolutionising Marketing, Social Media, and Content Creation. Should Marketers be afraid?

"Oh great!" I sarcastically hear some of you cry. 'Another [ENTER EXPLETIVE HERE] post about AI and it's impact on [ENTER PROFESSION HERE]'.

As much as the little, doubt-inducing voices in my head are telling me this is the case, I thought I'd throw my $0.02 into the ring. Having recently waded further into the AI waters I thought I’d share my initial thoughts on the impact I see of Chat GPT on marketing, social media, content marketing, content creation, and marketing strategy.

I’m sure most (if not all) of the people reading this will know what ChatGPT is. For those still playing catch-up, it’s an AI-driven tool that, amongst many other things, is changing the marketing landscape, challenging traditional marketing methods and forcing marketers to adapt.

One thing ChatGPT has done extremely quickly is either create or shine a light on outdated marketing methods. Things that may have been working towards the end of 2022 will no longer be effective. That’s literally how quickly things are moving. Having said this, the one thing I believe it still is proving is that deep, strategic thinking and planning, and authentic human connections are more critical than ever before.

The gift of time and creativity:

Where I’m finding ChatGPT to be an absolute game-changer is in its ability to save time and boost creativity. Not lead the creative process. ?It’s enabled me to generate content quickly and efficiently, freeing up time for me to ‘work on my business’ vs. ‘in my business’ – if that makes sense??

It’s also done wonders for getting my creative juices flowing a lot more quickly. Writer’s block? Not anymore, buddy. For example, no longer do I need to spend hours brainstorming topics to create content for, Google AdWords, and SEO headlines. A simple Chat GPT prompt and hey-presto. I can have these in literally seconds.

It’s SEO, Jim. But not as we know it:

SEO is always evolving, and nowadays, we're continuing to see even more of a shift towards social-focused SEO rather than text-based.

Social platforms like TikTok are gaining popularity, in part, for their visually engaging video content and personalised experiences. TikTok has mastered the 'interest graph' with its algorithm, leaving other platforms struggling to move beyond the shackles of the 'social graphs' they were built upon.

I'd much rather fall into a TikTok wormhole filled with marketing tips, stand-up comedy, blockchain /crypto education, and personal or professional development etc., tailored to my interests, than endure ‘Johnny’, who I haven’t seen since school, and his endless humble-brags and cringey virtue signalling. (Ugh, just thinking about it bought a tiny bit of vomit into my mouth).

Then there’s searching on Google, which increasingly means wading through ads, clicking in and out of multiple links, and dealing with irritating pop-ups. More often than not, you even end up in a click-bait bear trap filled with more ads on the page than the useful content you're searching for.

So, it's clear why social platforms are becoming increasingly important in the ever-changing world of SEO, and it further emphasises the growing significance of video content.

If you were one of the few who didn't take video seriously before, then God-damn! Now's the time to truly recognise its value and make it a core part of your marketing strategy.

Let the video games begin:

Video is an extremely important point when discussing the current state of Chat GPT and its impact to marketing professionals.

Video isn’t just the past and present, I see it increasingly being the future, too. Creating emotionally resonant videos is a fundamentally human task, and it's hard to imagine AI completely replacing that aspect anytime soon.

Sure, there are AI video creation tools like Invideo, Descript, and Runway that can create videos (some of them from text!) , and they each have their strengths. However, they still fall incredibly short of capturing that elusive quality – the "je ne sais quoi" – that bridges the gap between creativity and human connection.

These AI tools can be guided and directed, but they ultimately need a human "Editor in Chief" to oversee the process with an emotionally critical eye and an intuitive sense for when something is "just right" or simply "not quite there." You know? Those times when the magic happens, and you get those goosebump-inducing moments in your video content, which only a human can sense – emotionally and subjectively. There is not algorithm for that. At least there isn’t yet!

Where ChatGPT is a great tool is when it comes to generating better video content ideas. It’s incredible at suggesting questions and keywords that should be touched on based on the prompts you need to feed it about your brand; it’s desired narrative, and the points you want to consistently be communicating – authentically and credibly. In this capacity, marketers can ensure their content remains relevant and pointed, while also staying aligned with the latest SEO trends... And no - the irony isn't lost on me that I've decided to write this blog post vs. share it by way of a video!

Minds still matter:

Chat GPT is a fantastic tool, but it doesn't replace good ol’ thinking. I firmly believe that businesses should realise that working with strategic thinkers who don't rely solely on AI-generated content will continue being a differentiator and a key to success.

Yes, you’ll be able to bash out 10 blog posts in 30 minutes. Sure, you can create 10 video ideas based on a brand-specific topic you've prompted the tool with. But never lose sight of the all-important ‘why?’.

You need a framework and guiding principles that wrap around all this creative frenzy, steering it towards the ultimate goal - your purpose. ?The north star that should be infused with human emotional and behavioural insights about the target audiences you’re trying to appeal to, which will make or break the success of whatever content you get AI to help you create.

Agency urgency:

If I was an agency, no matter how big or small, I’d be frantically trying to pivot away from any business model that relies heavily on the creation of basic content assets.?

I’d be amazed if revenue streams from tasks like blog and social post generation don’t soon evaporate (if they’ve haven’t done so already).

I don’t need a Creative Director, Art Worker, Account Director and Account executive, all charged on an hourly rate, to build my social media assets anymore. Not when I’ve got Chat GPT and Canva (currently at $30 a month for both!). Similar to, and as touched on above, this change highlights the need for agencies to adapt and focus on providing clients with strategic solutions that AI can't offer as opposed to thinking they can continue to ‘win’ in the basic content generation game.?

On top of that, other creative and insight-creating professionals will need to find fresh ways to stay in the game and keep themselves relevant. I'm not sure what those ‘fresh ways’ might be, but they'll need to diversify, sharpen their skills, and uncover insights that AI tools can't mimic. They'll have to zero-in on aspects of the creative process that AI simply can't replicate. Critical thinking and expertise in niche subjects might just become part of their saving grace in the ever-evolving landscape.

A tool, not the solution:

Chat GPT should be seen as a tool to enhance efficiency and effectiveness rather than a one-stop strategic marketing solution. It helps smart marketers to streamline processes, but it cannot replace the need for genuine human connection and strategic thinking or planning.

Successful marketing is rooted in authenticity and the creation of genuine relationships with human beings across different mediums. While Chat GPT can generate content, it cannot establish connections or foster relationships between businesses and their target audience. Marketers and business owners still need to focus on creating meaningful interactions and delivering value to their customers, which AI tools alone cannot achieve (Again at the pace things are now changing, I feel compelled to say ‘yet!’).

In conclusion, Chat GPT is undoubtedly revolutionising the marketing landscape, impacting social media, content marketing, content creation, and marketing strategy. It has exposed outdated marketing methods, emphasised the importance of video marketing, and changed the face of SEO.

However, it's crucial to remember that Chat GPT is a tool and not a solution. Personally, as I move forward as a marketer, I’ll use Chat GPT to be a force-multiplier to my thinking, streamline my processes, and enhance my content creation but will always remember that the foundation of successful marketing lies in the relationships I build with my audience. You still need people to truly ‘get’ people. By striking the right balance between AI-generated content and human connection, I will hopefully ensure I remain relevant, competitive, and successful in the ever-evolving world of marketing.