by LIZ CHRISTO for Ask Stage 2
DEAR STAGE 2: I’m the first marketer at my startup and we desperately need more content to scale our online presence. I’m used to doing the heavy lifting (keyword research, actually writing/editing content, etc.), but I’m spread pretty thin these days. Should I try to save time by plugging my ideas into ChatGPT? ~MARKETING MARATHONER
Subscribe for more GTM tips & tricks!
DEAR MARKETING MARATHONER: We couldn’t agree more — content is essential to establishing your brand’s digital footprint, and should be a primary component of any foundational marketing strategy. The right approach will also help you engage with your audience, generate leads, etc.
With resources like ChatGPT readily available, integrating AI into your content production may seem like a no-brainer. But before you take the plunge, Stage 2 Capital’s Head of Marketing, Gabby Bier suggests a few considerations:
- Lack of Originality: ChatGPT generates content based on existing information and patterns, which can lead to repetitive and unoriginal content that fails to stand out in a competitive market.
- Tone and Branding Consistency: Maintaining a consistent brand voice and tone can be challenging, as ChatGPT might not always capture the nuances and personality of a brand.
- Audience Relevance: ChatGPT may not fully understand the specific needs and interests of a target audience, resulting in content that doesn’t resonate with readers.
- Quality Control: A marketer needs to carefully review and edit AI-generated content to ensure it meets the desired quality standards, which can be time-consuming.
- Human Touch: Human creativity and intuition are essential for understanding complex topics and empathizing with the audience, something that AI may not fully replicate.
Thanks for reading Dear Stage 2 — feel free to share these tips with your network!
For some extra wisdom, especially on that last point, we turned to Content Marketing powerhouse / Stage 2 Capital Catalyst LP Devin Reed. In addition to leading all things content at Clari, Devin runs The Reeder, where he helps fast-growing startups craft legendary content strategies. And if you’re on LinkedIn, you’ve probably seen Devin popping up on your feed with the latest content tips, trends, and best practices.
According to Devin, “Using ChatGPT to scale your content is basically like investing in bad impressions. Yes, it’s a great answer and writing tool. But it’s not ready to produce highly engaging content without human writers.”
If you want to build an audience and drive real business outcomes, Devin recommends using this formula for highly-engaging content. Every asset you create should be:
- Insightful: Thought leadership is already oversaturated — how will your content bring something new to the table?
- Relevant: Is your content written for a prospect/company that is relevant to your value proposition. Will it initiate and/or accelerate engagement and rapport building?
- Actionable: When your content is consumed, is it changing the way people think and act?
So here’s the deal — instead of just using AI to handle your work, start thinking about how you can get AI to help you crank up the quality of your insightful, relevant, and actionable content.
AI can come in handy for:
- Gaining a deeper understanding of your topics
- Investigating your competitors
- Polishing spelling and grammar
- Enhancing your content for better search engine ranking
- Repurposing content that was already created by humansPro Tip: Devin suggests tools like Goldcast Content Labs (for webinar -> video), Wysper.ai, copy.ai, and ChatGPT help to increase his output and fuel his content waterfall strategy.
Some final thoughts from Devin? “I recommend using these tools as a researcher, writing partner, and analyst to make your writing better, not to replace your thinking!”
Do you have any ideas about how AI can further enhance your content strategy? Drop them in the comments below.
Until next week!
