[6 predictions] How AI and Chat-GPT will impact marketing for accountants

The world of content and marketing has changed as we know it. Here's what it means...

Chat-GPT is accelerating a race to the bottom in the world of online content and marketing.

Think about it…

Anybody can now:

• Log into Chat-GPT

• Ask it to write a blog/Linkedin post on a chosen subject

• Share that content with their audience

• Pretend that they’re a subject matter expert

This will change the world of content and marketing as we know it.

Creating content is no longer enough - anybody can do it.

Here are my 6 predictions on how this will impact accounting firms and your marketing:

1. Content performance will trend down as channels get noisier with sub-par AI-generated content

Every channel is noisier right now.

More cold emails, crap content on Linkedin, and AI-produced blogs trying to rank on search engines.

People are tuning out of generic content (and tuning in to the content that genuinely interests them).

2. For content to convert, it will need one or all of these things: personal experience, unknown insight, or a contrarian perspective.

Generic AI content is now table stakes.

If you want your content to stand out and convert, then it needs to contain the following:

1. Personal experience - this can’t be replicated

2. Uknown insight - something only a few people know due to how deeply they’re working on something (see my next prediction)

3. Contrarian perspective - a different view, outlook, or opinion on a topic

Using one or all of these will help you to bring an edge to your content.

3. Firms that niche will have the advantage here as their insights and perspective will be more focused

As content gets noisier, people will focus on consuming hyper-relevant content.

That means firms with a sector or service niche will have the edge.

They’ll work deeper with clients to better understand the specific pains, challenges, goals, and aspirations that generalist firms will miss.

These unique and unknown insights will give their content the edge it needs.

4. Founders & internal SMEs (subject matter experts) will need to become more involved in the creation process to share unique insights

Fully outsourced content won’t work. The Founder needs involvement to share the specific insights/opinions that can’t be generated from AI.

We’ve already acted on this in our own agency to create more collaborative content creation processes where we can access & download specific insights from our clients.

I think there’s also a huge opportunity to tap into internal subject matter experts (your team) for content.

5. Authentic content formats (video & audio) will thrive, while the value of written content will decline

Authentic content formats like video marketing & podcasts will become more popular.

AI can’t create these (well, they can, but that’s another newsletter), so people will trust them more.

6. Smart teams will leverage AI and chat-GPT in marketing to accelerate the creation process (but won’t rely on it to do all of the creating)

There is still tremendous value in using AI tools and Chat-GPT in marketing.

Intelligent marketing teams will leverage tools to speed up the creation process and create more content quicker.

BUT (and this is a BIG BUT)…

All 5 of the previous points above must be considered for this to work.

You can use Chat-GPT to help create article outlines, BUT you need to apply your unique insight, opinion, or experience to help make it your own and stand out.

There’s a huge opportunity here for people willing to invest properly in content.

It’s yours for the taking.

Jordan

P.S. If you’re in the UK, catch my session at the Digital Accountancy Show about how to leverage AI tools and Chat-GPT to automate your marketing function.