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27 / 02 / 2024 - By Karl Demers

ChatGPT and Content Marketing: How AI is Changing the Game

At Leonard, Content marketing

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ChatGPT and Content Marketing: How AI is Changing the Game

ChatGPT has been here for a while now, and for better or worse, artificial intelligence is here to stay. While some marketing experts, especially content specialists, feared they might lose their jobs to this technological wave, others have embraced AI, turning potential disruption into unparalleled advantage. 

So, how exactly can marketers leverage ChatGPT and harness the power of AI to revolutionize their strategies?

AI and content creation

In this era where digital technology is rapidly evolving, understanding and utilizing AI in content marketing is no longer just an option; it’s a necessity for staying competitive. AI, with tools like ChatGPT, offers a unique blend of efficiency and innovation, opening doors to uncharted territories in content creation and customer engagement.

Is the content created by AI optimized for SEO?

When considering whether content created by AI is optimized for SEO, it’s crucial to reflect on Google’s guidelines. Google’s ranking systems prioritize rewarding original, high-quality content that demonstrates E-E-A-T: expertise, experience, authoritativeness, and trustworthiness. 

This focus on content quality, rather than the method of its production, has been a cornerstone in delivering reliable, high-quality search results over the years. Therefore, if the prompts fed to an AI are of high quality, it’s indeed possible to generate content that aligns with SEO optimization.

However, while AI can significantly accelerate the content creation process, human intervention remains essential. This necessity stems not only from the need to optimize for SEO but also to ensure the accuracy and reliability of the information, given that AI models rely on pre-existing, and sometimes limited, data sources.

 Furthermore, there’s an inherent risk of producing duplicated content with AI. Such content risks being deemed irrelevant and unoriginal by Google’s crawlers, negatively impacting SEO performance. Despite the advancements and efficiencies brought by AI in content creation, human expertise and oversight are paramount in ensuring the content’s effectiveness, originality, and SEO optimization.

Tips to create high-quality content with AI

Feed detailed prompts to the AI tool

Providing a detailed prompt is crucial when working with AI tools like ChatGPT for content creation. A detailed prompt goes beyond a simple request; it includes specific information, context, and guidelines that guide the AI to produce more accurate and relevant content. 

For instance, instead of asking for “a blog post about healthy eating,” a detailed prompt would specify the target audience, the desired tone, key points to cover, and any particular angle or perspective you want to emphasize. 

This could look like this: “Act as a content specialist and write a 500-word informative blog post targeted at busy professionals in their 30s, focusing on five quick and nutritious breakfast ideas, with an emphasis on plant-based options. Include tips for meal prep and highlight the health benefits.” 

Such specificity enables the AI to generate content that is more aligned with the user’s needs and objectives, leading to higher quality and more usable output. It’s like providing a detailed map that guides the AI in the right direction, ensuring the final content is both useful and engaging.

Combine AI efficiency with human creativity

While AI can generate content quickly, it often lacks the nuanced understanding and creative flair that a human writer brings. Use AI to draft initial content or to get past writer’s block, but then add a human touch. Edit the AI-generated content to inject personality, ensure it aligns with your brand voice, and make it more engaging and relatable to your audience. This hybrid approach can lead to more original and compelling content.

Be transparent with your client

Being transparent with clients about the use of AI tools, like ChatGPT, in content creation is an important practice in maintaining trust and integrity in professional relationships. 

If you’re using AI to draft initial content before adding a human touch, it’s ethical and advisable to disclose this to your clients. This transparency ensures that clients are fully aware of the methods and tools being used in the content creation process.

Moreover, being open about the use of AI tools can also open up discussions about the efficiency and innovative approaches you’re bringing to the table. It demonstrates a commitment to leveraging the latest technology to deliver the best results, while also emphasizing the indispensable role of human oversight and expertise in the content creation process.

Ready to embrace the future of content marketing with AI?

The key takeaway is the importance of a balanced approach. While AI can provide a robust foundation and handle large-scale data analysis with ease, the human element, our creativity, empathy, and strategic thinking remain irreplaceable. 

The most effective content strategies will be those that leverage AI for efficiency and scalability while maintaining a strong human touch for quality, relevance, and ethical considerations.

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Karl Demers, Président & Conseiller stratégique / Chargé de projets

Dans le cadre des projets auxquels il participe depuis ces 17 dernières années, Karl intervient principalement à titre de conseiller stratégique et technologique. Il possède une grande habileté de compréhension et d’intégration des concepts marketing et des outils technologiques. Il a participé à des projets touchant des industries aussi variées que les domaines de l’alimentation, le tourisme, le transport, l’ingénierie ainsi que le secteur manufacturier, et ce, lors de projets de types CRM, B2B, B2C, intranet et extranet lui assurant ainsi une polyvalence professionnelle plus qu’appréciable.

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