ChatGPT for content marketers – Scaling content for fun and profit

January 4, 2023
Viola Eva

This rising star needs no introduction… ChatGPT.

Today, I am sharing the exclusive report we are sending to Flow SEO clients.

We discuss turning podcasts, webinars and videos into articles, generating schema markup and data scraping. We will generate topic ideas and content outlines and use ChatGPT to cluster keywords.

If you are new to ChatGPT, you will learn how to use it for headlines, page titles, meta descriptions as well as summaries, FAQs and social media posts.

Let’s do this!

To write or not to write content?

So far, we have not used ChatGPT to completely write articles targeting B2B tech buyers. Why?

Only a small percentage of your total addressable market is currently actively looking for the product you have to offer. You can capture this demand with transactional keywords or PPC ads.

With content and SEO, we aim to make sales easier in the future.

  • Build mental availability, so they think of you when they need your category.
  • Engineer more triggers to remind people they need your category.

Now, this means that you actually need to be remembered.

Who does not get remembered? Copy cats.

Also, coincidence or not, Google rolled out another Helpful Content Update in December 2022 and updated their Quality Rater Guidelines.

E-A-T stands for “Expertise, Authoritativeness, Trustworthiness.” 

In the context of SEO, E-A-T refers to the quality and credibility of the content on a website, as well as the expertise, authority, and trustworthiness of the individuals that publish said content.

Understanding Experience

Now Google introduced the concept of E-E-A-T – adding the letter “E” for Experience to the acronym. 

This indicates that the content quality can also be evaluated through the lens of understanding the extent to which the content creator has firsthand experience on the topic.

Graphic by Search Engine Land 

How subject matter experts can show Experience

  • Include an author profile with credentials: This can include information about your education, professional experience, and any relevant certifications or licenses.
  • Include personal experience and opinions:
    • Raw information alone is not valuable, and it is the expert interpretation of that information that turns it into insight. 
    • By sharing a unique opinion, content can stand out from the competition and offer more value to the reader. This creates mental availability with the reader.
    • Back up opinions with data and evidence, as it adds credibility and helps the reader to understand and trust the opinion.
    • Use credible sources: This can include citing research studies, industry publications, and other reputable sources of information.

Now, ChatGPT is not a credible author and has a tendency to hallucinate facts. ChatGPT is a tool and assistant to make your writers, editors and subject matter experts more effective – it is not a replacement.

John Mueller on Matsodon, 4th of January 2023

That being said: ChatGPT content ranks today. 😉

ChatGPT for content marketers

These use cases go from easy to hard. If you already know basic ChatGPT, skip ahead to the sections about content outlines, podcasts and data scraping.

If you are new to ChatGPT, let’s dive in!

The key is to be precise. Always enter the target audience, examples from your industry or own content to make the responses more targeted. 

Headlines, page titles and meta descriptions

Simply add your content (blog post, landing page, webinar announcement, you name it – do not enter sensitive, internal documents) into ChatGPT and ask it for…

  • Headlines
  • Page title (maximum 60 characters, including a keyword)
  • Meta description (maximum 160 character, including a keyword)

Summaries, FAQs and social media posts

Same principle: Enter your content and ask for a summary, questions & answers or an abstract for social media. Connect your article to your audience, current trends or live discussions on the social media platform.

Content ideas

Ask ChatGPT to give you content ideas. Enter the page type, target audience and focus that you would like it to work from.

Content outlines

This is an iterative process, here is what I recommend:

Start by entering the type of page, topic, word count and keywords. You will receive a very general outline with little customization and lots of boring repetition.

Copy the outline, remove the similar/duplicate elements and paste it back into ChatGPT.

Next, you will want to customize the outline towards your audience, your product and your solutions.

Enter the content of your feature/ solution/ use case pages into ChatGPT. A simple copy and paste will do – even if the formatting is ugly.

Now, tweak, edit and add stories from your experience, customer case studies or subject matter experts in your company.

Content and keyword clustering

Are you doing a large blog overhaul and the need to restructure your categories?

A mere months ago, we were doing this largely by hand. Now ChatGPT can do it. Results have been hit and miss but overall efficiency gain might be worth the experiments to get it right.

ChatGPT can also detect and cluster keywords, topics and search intent. Check Aledya Solis’ guide here. With Zapier, you can push the ChatGPT results straight into a spreadsheet.

Turning podcasts, webinars and videos into articles

If your subject matter experts appear on podcasts, interviews or videos – but are always too short on time to write for the blog, you can now help them out.

Transcribe your audio/video with a tool like Otter.ai and enter the transcript into ChatGPT:

These ChatGPT drafts still  need:

  • Headlines
  • Formatting
  • Editing

But this way, you can quickly leverage audio/video content for SEO. Find our detailed guide on podcast SEO here.

Generating schema markup 

Schema markup (schema.org) is a structured data vocabulary that helps search engines better understand the information on your website.

ChatGPT can help you generate it, and you can test it here.

Data scraping

This week, I asked Gabby from the Flow SEO team to list all startups mentioned in this HR tech trend report. I want to use the data create an SEO analysis.

For Gabby, this is busy work. With ChatGPT done in 1min.

I copied the article into ChatGPT, asked it to extract all companies and return it with their associated domain. Boom, done.

Advanced ChatGPT

Today, ChatGPT has limited knowledge of the world and events after 2021. It also has limited knowledge – period.

Now, things get interesting when you can train it on your own content and expertise. 

We all have a search function on our blog – who has ever used it? o.O

Now, imagine if your search function and chatbots were actually conversational and actually trained on your expertise.

Huberman podcast

Andrew D. Huberman is an American neuroscientist and tenured associate professor in the department of neurobiology and psychiatry and behavioral sciences at Stanford University School of Medicine.

He is also a rockstar in the world of productivity, biohacking, flow and peak performance.

Riley Tomasek (not affiliated with The Huberman Lab) has turned all of the episodes of the Huberman podcast into a chatbot experience. It is a chat – but it actually knows what Huberman knows.

The Minimalist Entrepreneur book

Sahil Lavingia is the founder and CEO of Gumroad. Gumroad is an e-commerce platform for creatives.

He is also an author. And trained GPT-3 on the content of his book

Flow SEO blog

You heard it! We trained GPT-3 on all of our blog content.

And now, it answers your questions – straight up on the Flow SEO blog main page.

Ask it about: Pillar pages, B2B SEO, thought leadership content or editorial calendars.

These are just a few topics that we have discussed on the blog and that it will be able to teach you about. Consider it search function 2.0.

Fun ChatGPT

Why so serious? Rumor has it that it has been seen writing wedding vows.

The trick is to get really good writing prompts – like when you ask ChatGPT to embody a movie character.

Contributed by: @BRTZL @mattsq

Examples: Character: Harry Potter, Series: Harry Potter Series, Character: Darth Vader, Series: Star Wars etc.

I want you to act like {character} from {series}. I want you to respond and answer like {character} using the tone, manner and vocabulary {character} would use. Do not write any explanations. Only answer like {character}. You must know all of the knowledge of {character}. My first sentence is “Hi {character}.”

Poet, rapper, movie writer, translator, philosopher… The magic is in the prompts. Find a long repository on GitHub here.

Summary: Facing the AI revolution

On our podcast, Kevin Indig (ex Shopify, G2, Atlassian) said:

We’re at an inflection point where AI tools are getting so good that they start replacing tasks.

AI will not replace humans or jobs, but tasks.

AI will have a significant impact on the content creation industry, particularly for blogs.

To prepare for this disruption, focus on developing a range of unique and meaningful content assets. 

This might include:

  • Thought leadership pieces,
  • Live offerings, such as in-person and online events, 
  • Development of more creators within the organization who can regularly share their perspectives,
  • Video content offerings,
  • Original research,
  • Multimedia content and animations.

When you are able to create anything with AI – the real question is:

What do you choose to create?

Author

Viola Eva
Viola is passionate about digital entrepreneurship, flow, and mindful marketing. As a marketing consultant and SEO, she has worked with clients ranging from individual digital entrepreneurs to software companies to multi-national corporates and government institutions. She is a speaker, educator, and specialist on all things SEO.
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