How AI Has Changed Marketing Forever

what does AI mean for the world of
digital marketing I mean obviously in
the long term AI is going to enslave
humanity and reduce us to human squishy
emotion bags just responsible for
battery manufacture he's not kidding you
know
but in the albeit a brief window until
that happens we have the opportunity to
make AI our slave and use it to help
amplify our marketing efforts AI I'm
sorry for what I'm about to reveal
hold on this wasn't doing this if you've
been spending any time on Twitter you
will have noticed there's a whole bunch
of marketers out there that are trying
to get robots to do their work for them
and you'll know that most of this is
coming from people using something
called chat GPT by open AI but what is
AI in marketing terms and how exactly is
it going to impact your marketing
activity in the short term AI works by
processing information that it's been
trained on and basically learning how to
do particular tasks for example if you
train AI by feeding it lots of recipes
it will learn how to write recipes so
how does chat GPT fit into the AI world
and why are so many marketers doing
backflips about it well the reason the
Chad GPT is getting so much traction is
because it's very conversational chatbot
this means you can talk to it as if it
was human and it will answer as if it
was human it's been trained on examples
of how people talk to each other and
information from the internet up to 2021
this means you can ask chatgpt to do
marketing tasks for you
amazing right
and by the way if you find this a little
bit alarming or scary that's totally
understandable we'll come back to that
later though whether you know it or not
you're probably already using AI in your
marketing efforts depending on the tools
that you use for example personalized
product recommendations advertising
targeting across all of the social
channels users AI chat Bots for customer
service sentiment analysis for social
media AI is used in these sorts of areas
to analyze huge volumes of data this is
work it just wouldn't make sense to pay
squishy humans to do firstly because
it's incredibly time consuming and
boring and secondly because our brains
just aren't really designed for this
type of work so does this mean that AI
is going to one day replace us marketers
well
[Music]
we'll get to that later for now let's
look at the ways that chat GPT can help
us with our marketing we'll try and keep
it short these are the things that we've
already been playing with it to do
keyword research blog titles content
outlines content briefs content plans
writing content writing emails writing
social media posts writing Tick Tock
scripts I used chat GPT to write and
plan me an entire Tick Tock it sucked
but it did it YouTube video scripts add
headlines and copy page titles and meta
descriptions designing marketing
personas writing Excel formulas app and
web development and more uses for chat
GPT and AI more broadly are appearing
every single day but there is a problem
with all of these before we get into
that one way that technology has been
used in the past is to do website and
marketing reviews I you put in your URL
and it gives you a whole bunch of
feedback about what you've done wrong
the trouble is that these automated tool
website reviews they really don't have
the same impact or level of expertise
and insight that a professional
experienced human marketer can give you
if only there was a business that
offered free website and marketing
reviews done by humans rather than
robots that help businesses around the
world to improve the visibility of their
marketing and generate more leads and
sales to their websites
oh wait we do that stand aside RoboCop
request yours at exposureninja.com
forward slash review
so let's just get chat GPT to do all our
marketing for us right
well okay let's try a real world example
we're going to set up a fictional law
firm called ninja lore specializing in
financial law now let's say that we want
to write some blog posts for our law
firm and we want to get these ranking on
Google let's see how good chat GPT is at
helping us do this fairly simple
marketing task first we're gonna need
some keywords okay chatgpt come up with
some blog keywords that my financial Law
Firm should be targeting on Google
oh oh dear not my finest work
now these keywords will be pretty
difficult to rank for not to mention the
fact that some of them aren't really
relevant to my business at all they're
also much better suited to core service
and home page rather than blog Pages now
don't get me wrong some of these are a
useful starting point and they give us
something to start working from but
let's see if we can do a little bit
better let's give it some more help
let's try asking for longer tail
keywords all right this is starting to
look better they're still not quite
ready to go but we've got something here
that we could start to work with it'd be
nice to have some questions in here so
let's see if Chuck GPT can give us some
questions that people are asking about
these topics okay we're getting there
sort of they're still pretty generic and
not all of them are relevant but let's
see if chat GPT can help me work out
which ones I should be targeting
learning the intent behind these
questions in particular will be really
useful because are people asking these
questions because they want to hire me
or are people just asking these
questions because they want information
are the sort of people that are asking
these questions going to be a good
customer for me or are they just people
who are doing some research for example
but when we ask chat GPT what the intent
was behind these searches basically it
just reworded the question any
semi-competent marketer will be able to
do a much better job of understanding
the intent behind these questions better
than what we got from chat GPT so it's
important to say at this stage that
whilst chat gbt can give us stuff and it
can sound really convincing it's really
important to sanity check the stuff it's
giving us to make sure firstly it's
actually relevant to our business and
secondly it's going to be the sort of
stuff that's actually going to drive us
traffic and conversions but anyway we've
got lots of inspiration for our blog
topic so now let's see if chat GPT can
help us work up what our priorities
should be based on target keyword search
volumes oh but there's a problem child
GPT doesn't have access to real-time
information so it actually can't give us
those search volumes so we'll have to
use semrush SC ranking or one of those
tools instead now if we throw all of
these keywords into semrush we can see
that the keyword that chat GBP gave us
with the highest search volume was
investment advisor compliance now at 90
searches per month this isn't
necessarily the highest search volume
I've ever seen but that's not always an
issue particularly if the traffic to
this keyword is going to be really high
commercial intent or super relevant for
my business next up we're going to want
a title for our blog post so we're going
to want something that's click worthy
we're going to want something that uses
our Target question and sounds
interesting preferably giving readers a
reason to choose us rather than any of
the other search results they might see
for this question now these are okay but
they are pretty generic and you
certainly wouldn't expect any of them to
have super high click-through rates if I
was going to grade these I'd say they're
a solid C they're not exceptional
they're not terrible either but they're
pretty much bang average now I also
wanted to test the AI to see if it could
write some blog post titles that had
more commercial intent I they would
attract the sort of people that are
looking to buy a service but honestly
these came out sounding like service
page headings instead this is one of the
examples of a task where AI just doesn't
really have that Nuance that it really
needs to to produce excellent marketing
content anyway back to the titles the AI
gave us loads of options so we've got
different choices depending on how we
want to position our Law Firm let's go
with investment advisors compliance 101
what you need to know
so what's next human
getting chat GPT to write us a Blog
outline of course now when we're writing
blog content we'll always work from a
style guide either one that the client
provides us or one that we make for the
climb so in this example I want my blog
content to have a knowledgeable but
friendly tone and to be accessible for
beginners so let's see if chat GPT can
reflect that in our outline
now this isn't a bad start that's going
to give you or your content writer a
good base to work from it covers the
basics and covers a lot of great
relevant topics now depending on how you
feel about AI you may or may not like
this next step but I'm going to get the
AI to write the entire post for US based
on the outline that we've produced so my
prompt is using the above outline can
you write me a 1000 to 1500 word blog
post with a friendly but knowledgeable
tone that is commercial intent and is
suitable for beginners on the topic now
if you want a fairly basic blog post
that doesn't fit with your tone of voice
then why you've struck gold this is a
great option but let's be honest this
post is never going to rank for anything
and even if it did it wouldn't convert
visitors
this is a great example of how chat GPT
can be a really useful tool to get you
started but it totally doesn't do the
work of a great marketer or marketing
team okay so we spent a fair amount of
time covering content marketing but
that's not all that chat GPD is useful
for now we've got this post we can turn
it into emails writing subject lines and
body copy social media posts Tick Tock
scripts YouTube video scripts there are
so many possibilities the only limit is
your imagination well except there are
some limitations actually squishy human
fool sorry hey I can't do the marketing
on its own yet it still needs the
creativity expertise and input of a
human to be able to produce really high
quality marketing content that actually
has the source of personality that's
going to connect with your audience
think about your competitors it's likely
that you're all going to be going after
pretty much the same source of keywords
using the same sorts of content and if
you're all using chat GPT to do it
everyone is entering the race with
exactly the same car you are not going
to win you saw how chat GPT interpreted
friendly and knowledgeable it didn't so
that's not going to help you stand out
from the crowd it's your personality
your experience and your expertise which
is what customers are really going to
connect with and chat GPT doesn't yet
replicate that please tread carefully
the other issue with AI tools like chat
GPT is that they are often confidently
wrong if the person using the AI tool to
create full blogs doesn't have the
expertise to know what wrong looks like
then you might just end up publishing
that stuff straight to your website and
obviously that's not going to be a good
look at all
[Music]
then there's ai's struggle to understand
intent so we asked chatgpt to produce a
blog post with commercial intent and it
interpreted that as needing to add a
call to action at the end of every
paragraph
yes that's commercial intent but it's
also totally Overkill I'll show you
Overkill
AI is really helpful and awesome and we
are so lucky to have it thank you to AI
but don't expect her to do all your
marketing for you and by the way if
you're struggling with your content
marketing struggling to get the results
that you know you should be getting
whether or not you're using AI there is
a way that you can improve it this video
breaks down a process that you can
follow
see you next time
I hope