Using ChatGPT as a B2B Marketer

ChatGPT won’t really do all of your writing for you, but it will help you research and plan your pieces more efficiently. It can even provide a foundation for your writing.

Here are some examples how B2B marketers are using ChatGPT to create smarter content.

1.???Incredible search engine capabilities.

Move aside Google, your competition has arrived. ChatGPT is?fast?and efficient. Ask and you'll be rewarded with appropriate, practical responses. Unlike Google, ChatGPT removes brand alignment from its searches, leading to deeper results than you're likely to find on your own.

Marc Cousineau says, "inspiration and research are where I've found the most value so far. I've used it to quickly find experts in a niche subject, different views on a subject with sources I can delve into and follow up on, and some helpful background on topics I can use to craft questions for SMEs." But whether you're using it to write or not, the content you create will be affected. "I'll be curious to see what this does to top-of-funnel content," Marc adds.

Also on everyone’s mind, will Google soon be able to detect ChatGPT content and penalize it? Stay tuned.

2.???Succinct summaries.

Research can be tedious, so this may be ChatGPT’s most helpful solution. But in addition to research, it can also summarize information for repurposing content.

You may want to summarize a book into an email or transform a published article into a newsletter snippet. This may save your hours of time for different channels.

Another example would be summarizing health regulations by province or state. You may want to know how health regulations for restaurants vary so you can plan effective marketing campaigns for specific products and services.

3.???Yes, drafting copy.

ChatGPT won’t give you a finished piece, but it will help you avoid staring at a blank page. Once drafted you can add your own creativity, insights and judgement. Bias and incorrect information can be rampant so it’s important to have a human approach and treat it as a tool, not a solution.

4.???Everyone needs a playbook.

Learning how to use what ChatGPT provides and apply it for something practical is crucial – but rules are needed. Marc Cousineau created a playbook for the team so everyone had some guidelines to follow.

Marc’s playbook advises:

• When and when not to use it (perhaps on general educational content, but not on product pages)
• How to review and evaluate the content (particularly for bias and accuracy)
• What to add to ensure the content is on brand (customized voice, adding quotes, and making sure your brand is visible).

“The other thing we did was have a series of workshops with the writers and other stakeholders, so everyone understood how to apply the stuff in the playbook to actual usage,” says Marc.

Want to find out more from Marc and other marketers? Join our virtual event on Thursday, February 23rd, 2023! Let's Chat about ChatGPT, AI and Marketing Automation! Tickets, Thu, Feb 23, 2023 at 12:30 PM | Eventbrite