This month Jane handed the blog over to Vicki, the chief content specialist at Know Agency. Vicki shares how ChatGPT can be a useful partner in supporting digital marketing goals and campaigns.
In the early days of ChatGPT, I stressed about what this tool could mean for me and my job. But after 8 months of using it, I know it cannot replace talented writers, thinkers, and doers. ChatGPT is a tool. Here are some ways you can use it to assist you and your brand.
You want ChatGPT to think and be your brand. To do this you need to give it as much information as possible about your brand. Training ChatGPT on your brand persona is a two-prompt process. First you need to prompt ChatGPT, explaining what you want to do, the reasons for doing this, and to ask what information ChatGPT needs to help you out:
1. Brand Name: [Your Brand Name]
2. Target Audience:
- Age range: [Specify]
- Gender: [Specify]
- Occupation: [Specify]
- Lifestyle: [Specify]
- Pain points: [List]
- Preferred media channels: [List]
3. Brand Voice: [Choose or Describe] Note: be as descriptive as possible here. Remember how important brand voice is in connecting with your customers.
4. Key Products:
- Type: [List]
- Benefits: [List]
- USP: [Describe]
5. Core Values: [List] Note: be very specific, these core values should correlate to your brand voice and are critical to helping you build customer relationships.
6. Visual Aesthetic:
- Colors: [Specify]
- Imagery: [Choose or Describe]
- Logo/brand marks: [Describe or attach]
7. Desired Customer Journey:
- Discover: [Describe]
- Learn: [Describe]
- Purchase: [Describe]
- Post-purchase: [Describe]
8. Competitors: [List and briefly describe]
9. Brand's Story: [Describe]
Note: your About Us page should provide you with the information you need. If it doesn’t, make sure you spend time updating your About Us page – your customers and Google want to know who you are, what you know, and why they should trust and buy from you.
- Short term: [List]
- Long term: [List]
Copy all of the above text from Brand Persona Details through to step 10 into ChatGPT, edit the information in the square brackets, read and then delete the notes I included, and press Enter. ChatGPT will get to work and generate a persona for you.
I used this brand persona template prompt to create a persona for a company called Green Energy Plus. Now that ChatGPT knows who Green Energy Plus is and has the brand’s details, I asked the tool to act as a digital marketing specialist at Green Energy Plus.
Along with this table, ChatGPT included some important caveats underscoring why it is a tool and not a replacement for people who think critically and creatively.
Do not blindly trust ChatGPT. It is only as smart as the information it is trained on. And ChatGPT aims to please - if it doesn’t know an answer, it will make one up.
Here is what ChatGPT says about using it to develop digital marketing plans for YMYL brands.
Question: can you spot the error in this answer? Remember ChatGPT is only trained on data up to September 2021.
You can spot the ChatGPT error: the correct term is now E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) not E-A-T.
Now that ChatGPT knows who your brand is, what it stands for, what your goals are, and what you need it to help you with – you can start putting it to work as your assistant.
This prompt is clear on what I want and why.
For this example, I just wanted a quick list of blog ideas to help me kickstart the creative process, so I skipped defining a detailed persona.
Use this prompt to help you write social media content:
In this example, I asked ChatGPT to tell me what it needs to write meta descriptions:
I wasn’t clear on how to use the table, so I asked. (Even with the type ChatGPT knew what I meant.)
Now, it’s your turn. Edit these prompts to meet your needs. It may take a few attempts to get the results you’re looking for.
Most importantly, as a YMYL brand, ensure your content is well-researched, includes references, features an author bio, and delivers high-quality information. Before publishing or sharing anything that ChatGPT creates for you, ask yourself “How would I feel if my favorite brand started using AI to write this content?”. If you’re like the majority of people, your connection to the brand and your trust in it would deteriorate.
About the author
Vicki Thomas has over 25 years of professional writing experience and a Bachelor of Journalism degree from Carleton University, Ottawa, Canada. After a 15-year career as a technical writer, Vicki transitioned to content marketing. She has worked with Jane since 2009, using her professional research, writing, and editing skills to help clients connect and communicate with readers. Vicki’s experience with Google Search, SEO, and research skills positions her as highly skilled at identifying information gaps and writing content that people want to read and share.
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