Content Creation for Businesses in the Age of AI

May 12, 2023 | Listen

Content Creation for Businesses in the Age of AI

As a business owner, developing thought leadership content is vital. It sets you apart from the pack, gives you a bigger audience, and attracts customers. However, the emergence of AI tools like ChatGPT, has added a new layer of complexity for content creation.

So how should your business adapt to the rise of AI?

What are the challenges and opportunities to watch out for?

In this episode, our guest Stephanie Nivinskus and I have a chat about ChatGPT and AI and how you can leverage these powerful tools to help you grow your business and stay ahead of the game.



Timestamps for this week’s episode

  • 03:40 Using Chat GPT for content creation, specifically leadership content, and to improve content quality

  • 05:54 Practical ways to use Chat GPT for content creation

  • 12:28 Measures to take to ensure the ethical and effective use of AI and Chat GPT by marketing agencies

  • 18:30 Signs or dead giveaways of unoriginal content using Chat GPT

  • 31:07 Next actionable step for AI newcomers to use it effectively

Using Chat GPT for content creation, specifically leadership content, and to improve content quality

AI used in isolation is regurgitation. It's not going to impress anybody. But AI when coupled with human intelligence is where the magic happens.

There are two ways to use Chat GPT:

1. Content Ideation

Chat GPT can be used to help create and communicate new ideas or concepts by generating initial drafts for further development. But you or your copywriter should not rely on Chat GPT alone. Using AI in isolation can result in the regurgitation of existing information.

2. Combine with Human Intelligence

A second, more innovative way to leverage Chat GPT is to take its output and combine it with human intelligence to add unique insights and a personal – and human – touch.

By incorporating AI-generated ideas with human expertise, thought leaders can create content that is not only unique but also demonstrates a deep understanding of their industry.

The result is high-quality thought leadership content that stands out from the rest.

Practical ways to use Chat GPT for content creation

1. Provide high-quality inputs or instructional “prompts” that will yield high-quality content output from Chat GPT

  • Specify the purpose of your blog or required content
  • Identify your target audience
  • Include all important points to cover
  • Choose your desired keywords
  • Mention the length and structure of your blog
  • Create the necessary metadata for SEO purposes

2. Feed Chat GPT any marketing research or other information that can provide valuable insights and ideas.

By combining the insights gained from AI with your own expertise, you can create informative and engaging blog posts that stand out from the competition.

“Regarding the potential risks of using AI or ChatGPT: as business owners and leaders, the buck stops with us. We have to do our due diligence (with what it generates).” – Stephanie Nivinskus

Measures to ensure the ethical and effective use of AI and Chat GPT by marketing agencies

I can either be friends with AI or I can be enemies with AI. But here's what we know: AI is not going away. So if you decided to be enemies with AI, and not integrate into what you're doing with your business, you're being very, very short-sighted.

While AI can assist with marketing research and handle ideation, it can’t replace copywriters, content writers, or social media marketers who can add their creativity and human intelligence.

At this time, the quality of the content produced by Chat GPT is still hit-and-miss and very subjective so companies must maintain due diligence and fact-checking to ensure that is being used in an ethical and effective manner.

Signs or dead giveaways of unoriginal content using Chat GPT

  • Using overly generic or vague language that lacks specific details or personalization.
  • Excessive use of technical jargon or buzzwords that do not fit the context or audience.
  • Content with inconsistent tone, style, or formatting.
  • Obvious grammar, spelling, or punctuation errors.

“I think with any innovation that’s happened throughout time, it’s scary. But scary is good. Scary stretches us to be better. Scary forces us to adapt. Scary challenges us to bring our best to the table.” – Stephanie Nivinskus


Actionable Step for AI newcomers to use it effectively

Get some AI training.

AI may not be intuitive, but it can be learned efficiently by seeking guidance from experts who have put in the work and can teach you how to effectively use AI tools like ChatGPT or Jasper.

Attempting to use these tools without proper training will likely result in generic outputs and wasted time. By learning from professionals, individuals can create marketing assets that set them apart in a crowded market and ultimately achieve better results for their brand.


Summary

  • ChatGPT can generate initial drafts but it should be combined with human expertise for unique and high-quality content.
  • Provide detailed ChatGPT prompts for higher-quality outputs and combine AI insights with human expertise to create informative and engaging blog posts.
  • To ensure the ethical and effective use of AI, companies have the responsibility to maintain due diligence and fact-check AI-generated content.
  • Generic language, inconsistent tone and style, and errors in grammar, spelling, or punctuation are all dead giveaways of using ChatGPT without any human editing or inputs.
  • Get proper training from AI experts to help you create marketing assets that are not only unique but will achieve better results for your brand.

Transcript

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About guest – Stephanie Nivinskus

CEO, Author, and Speaker

SizzleForce Marketing

Stephanie Nivinskus is the CEO of SizzleForce Marketing, a Fractional CMO agency that services scaling companies. Since 1995 she’s been developing brand-building marketing campaigns that have been used by companies including Starbucks, Quiksilver, The National Football League, and Cox Communications along with thousands of privately owned companies. Stephanie has written for Forbes and Entrepreneur magazines and is the author of the international #1 best-seller, Absolutely Unforgettable: The Entrepreneur’s Guide To Creating A HeartCentered Brand And Standing Out In A Noisy World.

Known for her ability to humanize commerce and market products and services in an authentic & powerful way, she delights audiences with attention-grabbing stories and strategies that connect the dots between people and profit. Her raw, heart-centered approach to creating meaningful conversations gives scaling companies a big voice in the marketplace.

Stephanie speaks nationwide. When she’s not helping brands showcase their sizzle, Stephanie is enjoying time with her husband and three teenagers in San Diego.

Website: https://sizzleforce.com/

LinkedIn: https://www.linkedin.com/in/stephanienivinskus/

Instagram: https://www.instagram.com/sizzleforce/

Facebook: https://www.facebook.com/SizzleForce/

Email: stephanie@sizzleforce.com

Author: 

Absolutely Unforgettable: The Entrepreneur’s Guide To Creating A HeartCentered Brand And Standing Out In A Noisy World


About host – Kathy Svetina

Kathy Svetina is a Fractional CFO for growing small businesses with $10M+ in annual revenue.

Clients hire her when they’re unsure about what’s going on in their finances, are stressed out by making financial decisions, or need to structure their finances to keep up with their growth.

She solves their nagging money mysteries and builds a financial structure with a tailored financial strategy. That way they can grow in a financially healthy and sustainable way.

Kathy is based in Chicago, IL and works with clients all over the US.

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