How our content job changes with ChatGPT
Fleur Willemijn van Beinum
Head of Brand and Content | AI, Marketing, Strategy & Author
AI challenges you to step up your strategic thinking and execution excellence
The new era is here. AI is shifting your gears. Your content job will change,?but?not in the way you think.
How to use AI,?and where you, as a human, can make the difference.?
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‘ChatGPT is growing faster than TikTok, amassing more than 100 million monthly users in less than two months.’?
‘By 2025, 30 percent of outbound marketing messages from large organizations will be synthetically generated, up from less than 2 percent in 2022’??(Source: UBS research per CBS News, Gartner.?All?via WARC, link in the last paragraph)
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TL;DR
No cutting corners; AI challenges you to step up your strategic thinking and execution excellence.
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Why it matters
We shouldn’t be afraid that AI is taking over our jobs. We should be stoked, however, in a different way than you might expect.
Perhaps your timeline is as flooded as mine with the cutting corner prompts for content, strategic documents, communication plans, and more. Honestly, the output by AI is mind-blowing and pretty average at the same time. AI spits out what’s found online up till 2021.
If you want to stand out with your content, and your strategic and comms plans, you have to be bespoke. Not a copy-paste of what’s already there.
Use AI to work smarter. For research. For ideation. And then it’s up to you to merge everything together and apply it to your industry, brand, and digital maturity.
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ChatGPT as CEO co-pilot and assistant
Read how?ChatGPT was the CEO co-pilot for GoodUp.?Bart Lacroix and his team used it?for the following:
The magic is in the input, in the prompts. And secondly, in how the output is processed and incorporated.?
They made ChatGPT a part of their processes and team, not a replacement.
By getting the AI to do the extensive work, you can focus on the more overarching strategic thinking and implementation.?
And that’s exactly where you can make the difference between good and great.
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1.????Research and inspiration
Learn to use ChatGPT and Bard to do research, inspiration,?and for ideation. Let them do the discovery, analysis, and summarize it. It's up to you to learn how to write the right prompts to get the desired output.?
And it's your responsibility to validate the output on trustworthiness and the sources. Don’t bluntly copy-paste; sanity-check if what they tell you is true and applicable to you.
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2.????Strategic thinking
Once they do the dirty, exhausting work for you, you can vamp up your strategic thinking. That’s where you can make a difference and become bespoke.
Think about why you created the prompt: what problem are you solving? And what type of content do you need for that?
Create the prompt, play, and flirt with the AI till you get your results.
Then you wrap up and merge that output, reshuffle, rewrite in your brand voice and give the content some character and personality.
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3.????Think visually
Content is more than the copy. We, humans, are visual creatures and like something that looks appealing (read: sexy).
You are the one to perfect the formatting for mobile reading, make it easy on the eye with short paragraphs, headers, sub-headers, and usage of whitespace. AI can't do that.?
We look at the picture first, and then we decide whether to read it or not. Use your dirty mind and imagination to create the visual that gets noticed. Keep in mind; the visual is the carrier of the message,?not the copy.
Read more on how to 'Think visual', from finding to editing.
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‘AI tools will increase the speed and variety of digital marketing content creation, eventually overtaking humans as the origin of most content/copy,’ says Adam Segall, an analyst at GP Bullhound, a technology advisory and investment firm.
As an example, he points to Jasper, an AI copywriting tool based on the same language model as ChatGPT, Generative Pre-trained Transformer 3 (GPT-3). But humans will still be in the mix. “AI needs prompts, and models need to be trained on something,” Segall says.
AI-human partnerships will reduce the time spent and cost of creating content at scale, Segall adds, enabling ad agencies deploying AI to charge less for their services.'???(Source: WARC, see?the?last paragraph for credits)
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Final words
As a content and social evangelist and devil’s advocate, I am stoked about the AI future. And scared stiff.?
I really fear lazy marketers and cutting?corner?senior managers who want to spend less budget and get more content. WTF, stop with the average crappy content and invest in seniority and craftmanship.?
AI is super for research and ideation. With that output, it’s up to you to make the end product.
If you want to know some more details, don’t hesitate to drop me a?DM?or jump on a quick call.
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Sources, credits, and links
Thanks to WARC for the AI input,?https://www.warc.com/content/article/ana/how-generative-ai-can-improve-marketing-today/150103
Check out MT Sprout about how ChatGPT was the CEO co-pilot for GoodUp,?https://mtsprout.nl/tech-innovatie/chatgpt-prompts-goodup-bart-lacroix
More on content strategy,?www.thinklikeapublisher.com
More on AI and content,?https://www.thinklikeapublisher.com/?h=1&t=AI
More on how to get your visual for content,?https://www.thinklikeapublisher.com/think-visual/
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AI challenges you to step up your strategic thinking and execution excellence. I really fear lazy marketers and cutting corner senior managers who want to spend less budget and get more content. WTF, stop with the average crappy content and invest in seniority and craftmanship.?