In 1950, a British computer scientist named Alan Turing developed the “Turing Test”, which is passed when someone cannot tell whether they are speaking to a computer or another human. This enchanting idea, which he also called the “imitation game”, has since inspired many attempts to fool humans with technology, particularly through chatbots — automated text programs that pretend to be human — or guides like this one.
In fact, you are engaged in a Turing Test of your own right now. Is this writing from a human, or a machine? How would you tell? Would it be in the word choice, the syntax, the grammar? Or would it be in the style of writing — are there too many exclamation marks, for example, or a certain rhythm?
The answer to this test, at least, is “both”. What you are reading is a mixture of human and machine, an example of what we might call a hybrid article. We could also say it was generated by a hybrid intelligence consisting of a human brain and a ChatGPT-based tool, deployed as a “team” to write unique and engaging content.
This, we believe, is the future of inbound marketing. Imagine being able to bring a blog post from idea to first draft in minutes, not hours. Or having an artificial intelligence write the parts of your article that focus on relevant research and statistics, leaving you free to focus on the human insights. You could reorganize and refocus your entire marketing department within a month using the technology that already exists, if you wanted to. The only question is how fast we can unlock the value of this wonderful new tool.
How to Think About AI in Your Business
In order to maximize your ROI on artificial intelligence, you must consider what ChatGPT and other AI tools do very well, and what they don’t do very well. For example, it would be very inefficient and tedious to spend hours trying to get ChatGPT to generate consumer insights, which can sometimes be subjective or “not logical” at face value and therefore confusing for a computer. However, once your human researchers have identified leverage points in your market, that information can be fed into ChatGPT to create raw content in seconds.
Additionally, over the past couple of months the capabilities of ChatGPT have expanded. Users of the tool are now scraping live web pages, conducting real-time reviews of stock data, and leveraging the powers of AI computation to perform complicated research tasks that would take days to perform by hand. Beyond simply creating content, it may be possible for you to create your own version of Skynet to support customer intelligence and industry awareness – talk to your resident coder.
From the perspective of a business or a marketing team, this means that humans are well-suited for specific roles in the content development process, while AI will perform other types of roles. Uniquely human talents include intuitively empathizing with consumers and understanding their needs, designing branded elements that resonate with target markets, and anticipating the future based on past and present market dynamics. As we’ve outlined in an “ideal future” blog post which is already coming true, AI will eventually take care of many other tasks, including content creation and even some aspects of lead nurturing – with human collaboration, of course.
Asking ChatGPT About B2B Inbound Marketing
Riddle me this, ChatGPT.
How could a small B2B company use ChatGPT in marketing? Respond in a poem.
Oh, what a curious riddle, you pose,
A B2B company and ChatGPT, who knows?
But fear not, dear friend, for I’ll impart
A poetic answer, straight from the heart.
ChatGPT, a tool of AI,
A language model that can’t be denied,
With natural language processing in its veins,
And the power to answer questions, without any strains.
For a small B2B company seeking to grow,
ChatGPT can be a marketing tool, don’t you know?
With its ability to communicate with ease,
It can help to attract and engage customers with great ease.
From answering FAQs to providing advice,
ChatGPT can help to entice,
Potential clients to your company’s door,
And give your business a competitive score.
So, to conclude this poetic tale,
A small B2B company can indeed prevail,
By harnessing the power of ChatGPT,
And using it to grow their business exponentially.
That was great. Now, provide me with five ways a B2B company can use ChatGPT to improve their content marketing workflows.
Certainly! Here are five ways a B2B company can use ChatGPT to improve their content marketing workflows:
- Content ideation: ChatGPT can be used to generate ideas for blog posts, social media content, and other marketing materials. By simply inputting a topic or keyword, ChatGPT can generate a list of potential ideas that your team can then build upon.
- Content optimization: ChatGPT can help optimize existing content by analyzing the language and suggesting improvements for clarity and readability. This can help improve the overall quality of your content and make it more engaging for your audience.
- Audience research: ChatGPT can assist with audience research by answering questions about your target market’s needs and preferences. By understanding your audience better, you can create more relevant and effective marketing content.
- Content personalization: ChatGPT can be used to personalize content for individual customers by analyzing their past interactions with your brand and tailoring content to their interests and needs.
- Content distribution: ChatGPT can help automate content distribution by creating chatbots that engage with customers and deliver marketing content directly to them. This can help streamline your content distribution process and ensure that your content reaches the right people at the right time.
How to Get Started with ChatGPT
In this guide, created through human-AI collaboration, we walk you through what ChatGPT is, the philosophy you need to have when deploying it in your business, and how AI-enabled workflows can help you accelerate your content production, create more time for research and strategy, have more presence in your industry, and compete with industry giants many times your size.
You can download the guide here.
