{"id":28022,"date":"2023-03-08T08:00:00","date_gmt":"2023-03-08T14:00:00","guid":{"rendered":"https:\/\/taxprocenter.proconnect.intuit.com\/?p=28022"},"modified":"2023-03-08T13:28:13","modified_gmt":"2023-03-08T19:28:13","slug":"using-chatgpt-in-your-content-and-marketing","status":"publish","type":"post","link":"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/using-chatgpt-in-your-content-and-marketing\/","title":{"rendered":"Using ChatGPT in your content and marketing"},"content":{"rendered":"\n<p>I don\u2019t watch many movies, but one of my favorite quotes from Jurassic Park is when Dr. Ian Malcolm tells park founder John Hammond, \u201cYour scientists were so preoccupied with whether they <em>could<\/em>, they didn\u2019t stop to think if they <em>should<\/em>.\u201d<\/p>\n\n\n\n<p>As I continue to scan headline after headline praising its capabilities, I\u2019ve asked a similar question of about <a href=\"https:\/\/chatgptonline.net\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">ChatGPT<\/a>.&nbsp;<\/p>\n\n\n\n<p>As a spoiler, I\u2019ll let you know that I\u2019m not against artificial intelligence (AI) tools and use them regularly. ChatGPT and other AI tools show incredible potential to improve how we create content and marketing assets, and how we interact with machines. But these tools should be used properly and prudently to ensure success without compromising the quality of your content or your brand.<\/p>\n\n\n\n<p class=\"has-x-large-font-size\"><strong>ChatGPT is a shiny object with a bright future<\/strong><\/p>\n\n\n\n<p>In case you\u2019re not familiar with it, ChatGPT is a chat-style AI bot that generates text in response to your prompts. Five days after its launch in 2022, ChatGPT <a href=\"https:\/\/www.statista.com\/chart\/29174\/time-to-one-million-users\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">crossed 1 million users<\/a>. For sake of comparison, the record holders for the <a href=\"https:\/\/www.businessinsider.com\/one-million-users-startups-2012-1\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">shortest timeframe<\/a> to cross this same threshold were Instagram (2.5 months), Spotify (5 months), and Dropbox (7 months).<\/p>\n\n\n\n<p><a href=\"https:\/\/www.reuters.com\/technology\/microsoft-co-founder-bill-gates-chatgpt-will-change-our-world-2023-02-10\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">Bill Gates explained<\/a> that ChatGPT is growing rapidly because, unlike previous artificial intelligence, it can understand the content and information it is trained on, and can provide responses that are of higher quality. As a result, ChatGPT\u2019s generated content rivals the output of many human writers in all types of contexts, including <a href=\"https:\/\/twitter.com\/theclearhead\/status\/1615742760086036483\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn comments<\/a>, <a href=\"https:\/\/www.wattpad.com\/stories\/chatgpt\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">short stories<\/a>, <a href=\"https:\/\/www.ghacks.net\/2023\/01\/05\/using-chatgpt-as-a-translation-service-with-a-kick\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">language translations<\/a>, and even math problems. Here are some other examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>CPA Jason Staats is tinkering with <a href=\"https:\/\/twitter.com\/JStaatsCPA\/status\/1600521616529686529\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">using ChatGPT for tax advice<\/a> and even has a <a href=\"https:\/\/twitter.com\/JStaatsCPA\/status\/1609666239869108230\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">list of predictions<\/a> about how ChatGPT and other AI tools will transform the accounting industry.<\/li>\n\n\n\n<li>Albusi CEO Al Anany discovered his <a href=\"https:\/\/entreprenal.com\/the-founder-of-an-a-i-checker-told-me-to-try-it-91-a-i-written-in-some-of-the-blogs-i-paid-for-dc95e1c289c3\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">blog writers use ChatGPT<\/a> to produce dozens of well-written articles.<\/li>\n\n\n\n<li>Adrian Holovaty used ChatGPT to <a href=\"https:\/\/towardsdatascience.com\/using-chatgpt-as-a-creative-writing-partner-part-2-music-d2fd7501c268\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">compose sheet music for blues, jazz, and polka music<\/a>, and was surprised at the quality of its compositions, besides a few minor errors.<\/li>\n\n\n\n<li>Matthew Mayo used ChatGPT to <a href=\"https:\/\/www.kdnuggets.com\/2023\/01\/chatgpt-python-programming-assistant.html\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">write a simple program<\/a> in the Python programming language.<\/li>\n<\/ul>\n\n\n\n<p class=\"has-x-large-font-size\"><strong>The dull side of the shiny object<\/strong><\/p>\n\n\n\n<p>ChatGPT shows great promise as a content creation and marketing tool, so when it came time to create content for <a href=\"https:\/\/mbsaccountancy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">our website<\/a>, I scoured the internet for commentary and insights into people\u2019s experiences so far with AI models, including ChatGPT. Being in the marketing world, I\u2019ve long been an early adopter of most software products. I\u2019m definitely not against technological advancement.<\/p>\n\n\n\n<p>As I\u2019ve become more familiar with ChatGPT\u2019s features and limitations, I\u2019ve uncovered some of its less attractive features that you should consider as you start using it:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>ChatGPT doesn\u2019t curate facts; it creates them<\/strong>. If you search <a href=\"https:\/\/twitter.com\/search?q=none%20of%20these%20papers%20exist\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">\u201cnone of these papers exist\u201d<\/a> on Twitter, you\u2019ll get a list of tweets and threads by researchers who asked ChatGPT to curate research for them and later discovered it was entirely made up.<\/li>\n\n\n\n<li><strong>Many companies are using ChatGPT as a crutch.<\/strong> As copywriter <a href=\"https:\/\/twitter.com\/nicvatar\/status\/1621190615454064646\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">Nick Ward pointed out<\/a>, companies are using ChatGPT and other AI tools to produce dizzying amounts of content that increases their rank in search engines\u2014but offers little value to readers.<\/li>\n\n\n\n<li><strong>ChatGPT fabricates information, apologizes for it, then does it again:<\/strong> As <a href=\"https:\/\/contentfolks.substack.com\/p\/chat-gpt-misinformation\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">Fio of contentfolks.com found<\/a>, AI is great at sounding confident, even when it\u2019s completely wrong. This makes fact checking a critical step when writing with AI tools.<\/li>\n\n\n\n<li><strong>It\u2019s great for writers, but horrible for readers<\/strong>: As Logan Brown said, \u201cEveryone wants to write content using AI but <a href=\"https:\/\/twitter.com\/theandreboso\/status\/1615688300160847873\"rel=\"noreferrer noopener\"  target=\"_blank\" target=\"_blank\">nobody wants to read AI-written content<\/a>.\u201d ChatGPT\u2019s responses look substantial at first glance, but closer inspection shows its replies to be repetitive and bland.<\/li>\n<\/ul>\n\n\n\n<p>Despite these flaws in the current ChatGPT model, I believe this tool will <strong>transform our content creation and marketing workflows<\/strong> for the better. We just need to evolve our workflows so they allow for the strengths of ChatGPT, without being overtaken by its limitations or flaws.<\/p>\n\n\n\n<p class=\"has-x-large-font-size\"><strong>The right way to use ChatGPT in your content and marketing<\/strong><\/p>\n\n\n\n<p>Without a doubt, too many companies already are rushing to use ChatGPT to fill their blogs with content that improves their search engine optimization, but kills their connection with their readers.<\/p>\n\n\n\n<p>There is a better way.<\/p>\n\n\n\n<p class=\"has-large-font-size\"><strong>Use it as a sparring partner, not a substitute<\/strong><\/p>\n\n\n\n<p>I\u2019ve followed hundreds of ChatGPT experiments done by other writers, and tested ChatGPT in my own side projects. I\u2019ve found that ChatGPT excels at generating ideas, outlines, and short-form content about well-known topics, but struggles to write about brands, products, or obscure topics. While ChatGPT is very advanced and will continue to improve, it is still just software. It can\u2019t show empathy, develop strategies, or tell the unique story of your company.<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile is-vertically-aligned-center\" style=\"grid-template-columns:20% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"2624\" height=\"3280\" src=\"https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?w=700\" alt=\"\" class=\"wp-image-28256 size-full\" srcset=\"https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg 2624w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=120,150 120w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=240,300 240w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=768,960 768w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=700,875 700w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=1229,1536 1229w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=1638,2048 1638w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=740,925 740w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=1440,1800 1440w, https:\/\/taxprocenter.proconnect.intuit.com\/wp-content\/uploads\/2023\/03\/Adolfo-Marquez.jpg?resize=720,900 720w\" sizes=\"auto, (max-width: 2624px) 100vw, 2624px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>&#8220;While ChatGPT is very advanced and will continue to improve, it is still just software. It can\u2019t show empathy, develop strategies, or tell the unique story of your company.&#8221;<\/strong> &#8211; Adolfo Marquez<\/p>\n<\/div><\/div>\n\n\n\n<p>For this reason, Andrew Tate, head of product development and engineering at a content marketing agency, says that AI tools such as GPT-3 and ChatGPT are best used as creative sparring partners, not human replacements. In <a href=\"https:\/\/www.animalz.co\/blog\/gpt-3-and-content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">his words<\/a>, \u201cHelp comes from your teammates, including an API. We\u2019re going to be using GPT-3 at [our agency]. Not to write full articles so we can sit back \u2026 but to give us new ideas for articles, new perspectives on old opinions, and to drive us forward.\u201d As the Mandalorian would say, \u201cThis is the way.\u201d<\/p>\n\n\n\n<p class=\"has-large-font-size\"><strong>Be like Spiderman, not Superman<\/strong><\/p>\n\n\n\n<p>While Superman has long been described as too overpowered to be believable and relatable, Stan Lee <a href=\"https:\/\/go.gale.com\/ps\/i.do?p=LitRC&amp;u=omni&amp;id=GALE%7CH1080053126&amp;v=2.1&amp;it=r&amp;sid=LitRC&amp;asid=8540467b\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">described Spiderman<\/a> as one of his favorite characters because \u201c[h]e soliloquizes, and he worries, and he agonizes and wonders why things don\u2019t turn out better for him. He\u2019s always got money problems and allergies and dandruff.\u201d For Stan Lee, vulnerability is key to a character\u2019s believability and connection with fans. The same could be said for brands.<\/p>\n\n\n\n<p>Be more vulnerable and less \u201csuper\u201d in your marketing and content. Sure, you can show your skill and expertise. Just remember to show your human side too. Your fans are more likely to appreciate your amazing web slinging when they know you\u2019ve dealt with unrequited love and bad days like them.<\/p>\n\n\n\n<p class=\"has-large-font-size\"><strong>That\u2019s my story and I\u2019m sticking to it<\/strong><\/p>\n\n\n\n<p>Retired boxer and influencer <a href=\"https:\/\/twitter.com\/edlatimore\/status\/1617527960797577224\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">Ed Latimore wisely noted<\/a>, \u201cIf your writing can be stolen without changing a word and no one can tell the difference, you ain\u2019t gonna make it. You need personal stories and experiences to stand out.\u201d Tired of being sold semi-authenticity for decades, people are increasingly seeking branding that is human, vulnerable, and relatable. AI can create amazing things, but it cannot replicate the nuanced fabric of our existence as humans.<\/p>\n\n\n\n<p>As I like to tell the team at MBS Accountancy, \u201cPeople connect with faces, not logos.\u201d In your content marketing and SEO efforts, don\u2019t produce drivel in some frenetic effort to own the top spots in Google. Instead, uncover your company\u2019s unique story and stick to it (for all of you <a href=\"https:\/\/www.collinraye.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">Collin Raye<\/a> fans).<\/p>\n\n\n\n<p class=\"has-x-large-font-size\"><strong>Use ChatGPT and other AI tools to ignite your creative spark<\/strong><\/p>\n\n\n\n<p>While AI is still too glitchy and nascent to replace the output of high-quality human creators, I think it can and should be used as a complement alongside human marketers and creators. Aside of ChatGPT, here are several other tools you can use to improve your content and marketing workflows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/openai.com\/dall-e-2\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>DALL-E<\/strong><\/a><strong>:<\/strong> An AI system that creates realistic images and art based on your prompts.<\/li>\n\n\n\n<li><strong>\u200c<\/strong><a href=\"https:\/\/writesonic.com\/chat\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>ChatSonic<\/strong><\/a><strong>:<\/strong> This tool works like ChatGPT with one difference; it can connect to Google and extract information in real-time for better responses.<\/li>\n\n\n\n<li><a href=\"https:\/\/beta.character.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>Character AI<\/strong><\/a><strong>:<\/strong> This is another chat-style bot that lets you create preset characters such as Mario or Tony Stark, or you can create your own.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.synthesia.io\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>Synthesia<\/strong><\/a><strong>:<\/strong> This AI tool allows you to create videos from text, complete with human avatars.<\/li>\n\n\n\n<li><strong>\u200c<\/strong><a href=\"https:\/\/lovo.ai\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>Lovo.ai<\/strong><\/a><strong>:<\/strong> This is an AI text-to-speech software that lets you create realistic voiceovers and audio clips with human-like voices.<\/li>\n<\/ul>\n\n\n\n<p>As AI tools continue to improve, savvy marketers and content creators will learn to use them to improve their workflows, automate lesser-value tasks, and support their storytelling. Where does your business want to be?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I don\u2019t watch many movies, but one of my favorite quotes from Jurassic Park is when Dr. Ian Malcolm tells park founder John Hammond, \u201cYour scientists were so preoccupied with whether they could, they didn\u2019t stop to think if they should.\u201d As I continue to scan headline after headline praising its capabilities, I\u2019ve asked a<\/p>\n","protected":false},"author":144649049,"featured_media":28028,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rkv_browse_by_id":0,"rkv_cta_id":0,"rkv_optimize_for_pagespeed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"useModifiedDate":false,"customPublishDate":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[507998780,116807],"tags":[605132289,582953262],"intuit_collection":[],"intuit_series":[],"coauthors":[646041851],"class_list":["post-28022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grow-your-practice","category-practice-management","tag-marketing","tag-sophisticated-technology"],"header_image":"","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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