Can ChatGPT help marketers create content faster? More importantly, can AI take the place of content marketers? AI language processing tools can deliver error-free content in mere seconds. But effective marketing content is more than just error-free. It’s compelling and relatable. Good content inspires audiences to do something – like sign up, book a consultation, or simply learn more about a brand.
We tested ChatGPT for ourselves to uncover whether AI can help us deliver even better results for our clients. Here’s what we found.
Testing ChatGPT for content marketing
The prompt: Each month, we develop search engine optimized (SEO) blog content for our client, SECU. As a regional credit union, it’s essential that content appeal to a Maryland audience. We tasked ChatGPT with creating a blog highlighting 5 reasons for small businesses to bank with a credit union.
The product: ChatGPT instantly crafted a well-organized blog on that very topic. However, the 653-word blog was vague, generic, and underwhelming, to say the least. Although the information was accurate and structured well, the blog could easily appear on any website sharing financial tips.
Check out an excerpt from the introduction of the AI-generated blog below:
As a small business owner, choosing the right financial institution to partner with is a crucial decision. While big banks may seem like the default option, credit unions are gaining popularity among small businesses due to their unique advantages. Credit unions are not-for-profit financial cooperatives owned by their members, and they offer a wide range of benefits that can be particularly advantageous for small businesses.
What’s the problem with generic content? Repeating the same insights that can be found on other websites won’t help content rank in the Google search results. Getting your content found online requires more than just a few keywords. In fact, the Google algorithm favors helpful, unique content. With our blog up against trusted sites like NerdWallet and other well-known finance blogs, it’s essential that we offer a fresh take.
The verdict: The blog ChatGPT delivered was far from perfect, but it was a good start for our content creation process. There’s no denying that ChatGPT blog shared great information – it clearly outlined the common reasons small businesses would choose to bank with a credit union.
However, without a clear brand voice or details that would appeal to Maryland readers, it wouldn’t be ready for our client’s eyes. So we got to work transforming the generic content into a blog optimized for Maryland small businesses.
Improving AI content with a human touch
AI-generated content lacks the essential human element that makes content marketing so effective.
With help from our expert content marketers, we transformed the AI content into a blog post optimized for our client’s target audience. Below, we walk you through the process of revising AI-generated content, the benefits of a human approach, and the limits of AI tools like ChatGPT.
Recommended reading: Why a Human Approach is Essential to AI Content Marketing
Use AI tools to plan content: Since the ChatGPT blog covered the basics, we used that content as a starting point for our revision. We verified the information ChatGPT provided was accurate, and incorporated a lot of the same facts. We even followed the same general structure. In other words, ChatGPT gave us the perfect outline for our content.
Do your research: Artificial intelligence – much like people – must be taught information before it knows it. At present, ChatGPT doesn’t have knowledge beyond the year 2021. That means it’s pulling from outdated information. We conducted our own research to not only verify the points made were accurate but also to uncover recent studies that support our message.
Share unique insights: ChatGPT gets its information from a wide variety of online sources, including books, Wikipedia, and news articles. In essence, ChatGPT repurposes knowledge from all over the internet. We worked with SECU’s in-house financial experts to add new insights to the existing conversation about credit unions and small businesses, thus positioning our client as a thought leader.
Here’s one example of how we incorporated fresh insights into the revised blog:
Meanwhile, credit unions have a high customer satisfaction rate. In fact, 87% of businesses that borrowed from credit unions say they’re satisfied with their service. This satisfaction rate for credit unions is higher than any other type of lending institution.
Choosing your financial partner is a crucial decision. Although big banks may seem like the default option, credit unions consistently report higher customer service satisfaction. As Maryland’s largest credit union, SECU offers a wide range of advantages for small businesses.
Showcase your brand: Content enables brands to demonstrate their expertise and differentiate themselves from their competitors. AI, however, doesn’t know what makes brands unique. Whether you have decades of experience in your industry or a great customer satisfaction score, these characteristics can translate into real sales. To take the blog from generic to branded, we highlighted the key differentiators that make SECU a great fit for Maryland small businesses.
Compare one section of the AI-generated blog before we revised versus after.
Before:
Credit unions are known for their commitment to financial literacy and education. They offer resources, workshops, and seminars to help their members, including small businesses, improve their financial knowledge and skills. This can be particularly beneficial for small businesses that may need guidance on managing cash flow, budgeting, tax planning, and other financial aspects of their operations. Credit unions also provide free or low-cost financial counseling services, which can be valuable for small businesses facing financial challenges or seeking expert advice on financial matters.
After:
Credit unions are committed to building financial literacy through education. Like SECU, many offer free resources, workshops, and even financial counseling to help members, including small businesses, improve their financial wellness. This can be particularly beneficial for small businesses. Experts offer guidance on managing cash flow, budgeting, tax planning, and other financial aspects of their operations.
Our Virtual Financial Center advisors work with consumers and small business owners, offering advice on complex money matters. We take the time to get to know your business and your unique challenges. Free financial counseling can be valuable for small businesses facing economic challenges. You can even make these valuable resources available to your employees through the Bank at Work program.
Here’s the bottom line: Effective content marketing is timely and relevant to the intended audience, and a human touch is essential to bring that to life.
While researching the latest insights about credit unions and small businesses, we found that recent studies suggest small businesses are dissatisfied with the service at traditional banks. By researching the current market, we were able to transform a generic ChatGPT blog into an insightful piece detailing how credit unions can help small businesses address current challenges.
Content backed by technology, data, and humans
Technology helps us deliver better results for our clients, so we’re always on the lookout for new ways to streamline operations and boost conversions. However, we never let shiny and new technology overshadow the real people creating and interacting with our content.
Download our white paper to see why content marketing is essential to building long-term client relationships.
