How to use Chat-GPT and 17 AI tools in your marketing
These tools can enhance your marketing function, when used correctly...
AI has completely transformed the creative process.
Tasks that took hours now take minutes.
I created the image below in less than 10 seconds using Midjourney. It’s 100% unique. Never been seen or used before anywhere else.
There is a HUGE AI opportunity out there.
But here’s the trap that most people are falling into…
They’re looking at AI tools like Chat-GPT as a time-saving gimmick.
This is a mistake because the value of these tools is more than just saving time…
I see the AI marketing opportunity as two-fold:
1. Accelerate the testing process
In marketing, we’re on a constant journey of success & failure.
We never know if a piece of content will land or whether a campaign will truly be successful from the outset.
Try something, fail, try again, fail, try something again, success.
The best marketers are the ones that fail fast and fail often.
AI tools can accelerate this process.
We can now:
Learn what works
Learn what doesn’t
Get results
Do more of what works
Not because we can save time…
But because we can do more with the time that we have.
2. Create quality content at scale
We’ve always needed to compromise on quality and quantity.
To create quality content, we create at a reduced quantity.
To create a high quantity of content, we compromise on quality.
That compromise no longer exists.
We can create high quantities of high-quality content, BUT…
You need to know HOW first.
Churning out endless AI Linkedin posts and robotic blogs is not the answer.
I’ll be covering more on that shortly, but for now, let’s jump into some of the AI tools that are transforming the creative process.
Chat-GPT and 17 other AI tools to use in your marketing
There are hundreds of new AI apps hitting the market every single week.
And we’re only getting started…
Here I’ve picked 17 AI tools that I’ve personally used and tested to give you an idea of what’s possible.
We’ve got tools like:
Chat-GPT 4.0 - With the premium version, you can use plugins like ‘link reader’ to read and digest content on links you share with it e.g. webpages, PDFs etc
Scalenut - Complete SEO keyword research and generate first draft outlines of SEO-optimised articles for your website
Opus Clip - Repurpose long-form videos into video clips optimised for social media platforms
Zapier AI - Type in the workflow you want to build, and Zapier will build it for you
There’s A LOT you can do with all of these.
And the reality is that 99% of it won’t be relevant to you right now.
It’s good to be curious and want to try these things.
But, it’s better to be focused in your approach to using tech (both in your marketing and your practice as a whole).
To help you understand what’s possible, here are some example AI strategies I’ve created, including the tools used…
3 AI strategies to use in marketing
1. AI video podcast
Video podcasts can be a great foundation for a content strategy.
Why? Because a 30-60 minute video can be repurposed in so many different ways to fuel the rest of your content plan.
A single 30-minute episode can be repurposed into:
1 x episode on Apple/Spotify
1 x full-length Youtube video
1 x blog post
2-3 Youtube shorts
2-3 Linkedin posts/snippets
2-3 Instagram reels
2-3 TikTok videos
Sounds like a lot of hard work?
Normally yes, but with AI, we can transform this process. Here’s how:
The 3 tools you will need to use are:
Descript - edits your podcast audio file to remove errors, filler words, and anything else you want to cut out
Abney AI - analyses the podcast audio to create show notes, a summary blog post, and podcast title + description ideas
Opus Clip - repurposes your full-length video into optimised reels for social media
2. AI SEO strategy
If your target market is local to you or in a specific niche, then SEO can be a great channel for your marketing mix.
Good SEO = more qualified organic traffic = more qualified enquiries
Now SEO isn’t a strategy to take lightly. For it to be successful, you need to:
Research the right keywords
Produce high-quality content (and lots of it)
Build quality backlinks
Normally, this would mean working with an SEO specialist (which I’d still recommend in most cases). But with tools like Scalenut it will start to do the heavy lifting for you.
Scalenut will help you to:
Complete keyword research
Create keyword topic clusters
Create first drafts of SEO-optimised articles for those keywords
The ‘first draft’ part of that is important.
As I said earlier, AI tools are here to help us create high-quality content at scale.
That means you still need to spend time editing content to add insights, perspective, opinion, and corrections and ensure it’s written with your own spin.
The next strategy is something that can help with that…
3. In-house writer & editor
I’m guessing you’ve used Chat-GPT to write content?
But have you considered asking it to analyse something you’ve already written?
The great thing about generative AI like Chat-GPT is that we can train it over time to learn and adapt to certain styles.
Here’s how to use Chat-GPT as your own in-house writer & editor:
Step 1 - Train Chat-GPT
Use the following prompt:
You are an expert content creator. You specialise in creating highly engaging written content.
Based on the examples provided below, create a style guide & checklist for my blog/LinkedIn/newsletter that captures the tone, structure, and style of the examples provided. Emphasize engaging techniques that help readers feel connected to the content. Also, include anything else you think is relevant when replicating this writing style.
<insert as many examples here>
Tip - if you’re using GPT-4 you can use the link reader plugin to read links to existing blogs and articles instead of copy/pasting the content
The more you can feed it in the first place, the better it will understand.
Now you’ve trained GPT on your style; you can use it to create or edit for you.
Do this in the same chat.
You don’t need to start a new Chat-GPT chat each time. The more you can use the same one, the more it will learn.
Here are 2 different prompts you can use:
Create prompt:
Write a <post/blog/email> about the following topic:
Topic: <insert topic here>
Link: <include link to additional info resources if you’re using the link reader plugin>
Key points to include:
<your own personal insight/opinion/perspective>
<your own personal insight/opinion/perspective>
<your own personal insight/opinion/perspective>
Emphasise the following:
<key messages/points you want to emphasise>
When writing this, please follow the style guide you created previously. Once you have finished writing, review your work against the style guide provided to check for accuracy.
Edit prompt:
Here is a <post/blog/email> I have drafted about <insert topic>.
Using the style guide & checklist created previously, please review the draft and provide a score of 0-10 for each of the key areas.
For each score, provide 3-5 bullet point suggestions on how to improve it.
Once done, re-draft the <post/blog/email> incorporating the feedback points you have suggested.
WARNING - Proceed with caution…
I need to make this warning loud & clear.
As much as I’m an advocate for leveraging AI tools like Chat-GPT in marketing, there are certain things we need to consider…
Online channels are noisier than ever.
Log into Linkedin and spend 10 seconds scrolling through your feed, and you’ll be hit with a wall of noise.
Some of this is good, but most of it is crap.
Generic, useless, robotic content.
It has no value.
And it means that it’s getting even harder for good content to stand out.
Here’s a slide I shared when I delivered this session at Digital Accountancy Show earlier this month…
Let me repeat that…
THE WORLD DOESN’T NEED MORE SHIT CONTENT.
Shit content = just using whatever AI spits out at you.
Good content = using AI to accelerate the creation/editing process of content where you’re able to add unique insight, experience, or perspective.
Before you can create high-quality content at scale using AI tools, you first need to understand what high-quality content looks like in the first place.
A great analogy I read somewhere is that it’s like doing a 6-min abs workout and expecting to be ripped for the summer without understanding what’s actually needed to get into great shape.
As you’ve seen, Chat-GPT and AI tools can speed up the creation process, BUT we need solid foundations in place, to begin with.
These are:
A detailed understanding of your Ideal Client Profile, including their pains, challenges, goals, wants, aspirations, and jobs to be done
Strong messaging & value propositions that clearly articulate why you are uniquely positioned to help solve these pains
A marketing strategy to guide what you should do and why
Ultimately its the strategy that will help you to understand if/where you are best to use AI as part of your marketing.
Does your strategy highlight SEO as a key channel? Great, consider using Scalenut.
Is your strategy content dependant? Consider the AI video podcast strategy.
Related: 8-step marketing strategy guide + template for accounting firms
Like I said at the beginning, there is a huge AI opportunity.
And its yours for the taking…
If you want it.
Until next time,
- Jordan