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In a complicated economic climate where optimising resources is at the top of decision-makers agendas, this disruptive chatbot is becoming a valuable ally in boosting the ROI of marketing actions, from content creation to lead generation and branding efforts on social networks. Here are 4 ultra-practical applications to try out today!
1. Tailor-made content creation thanks to prompter engineering
Content creation is the most obvious application for ChatGPT, along with coding and web development. OpenAI’s chatbot is at home writing product descriptions, blog posts, calls to action, landing pages, social media posts and even white papers, as long as the input is done properly.
Here are a few tips to ensure that ChatGPT lives up to your expectations when it comes to content creation:
- If you’re working on a technical or topical subject (ChatGPT’s knowledge ends in 2021), first provide the chatbot with up-to-date information before asking it to write. Use this prompt: “Assistant, I’m going to feed you recent, reliable data before giving you the job to do. Don’t do anything, just acknowledge receipt: [text input]“. The chatbot will then integrate the recent data, which it will combine with its own knowledge and analysis skills to provide you with a relevant text.
- By default, ChatGPT writes in a neutral style, which some would describe as robotic, impersonal and cold. But this doesn’t have to be the case! You can steer him towards a style with a bit more personality. Ask them to write in an “engaging”, “benevolent” or “warm” tone, or ask them to draw inspiration from the style of a well-known author, journalist or editorial writer;
- You can also teach ChatGPT to write… like you! You can submit a text that you’ve produced yourself, and ask it to draw inspiration from your writing style to produce new content;
- ChatGPT is terrible when it comes to illustrating what you say with figures and studies. It will simply invent studies and surveys, with fictitious statistics that damage your credibility. On the other hand, they are very good at providing examples and applications for the concepts they develop. Ask them to systematically include “concrete examples to help you understand the points made”.
- Finally, don’t hesitate to ask ChatGPT to summarise the technical information and advantages/disadvantages in a nice table. While the chatbot is not (yet) capable of producing visual content, it is capable of producing rather relevant summary tables.
2. Interactive engagement of B2B leads
Thanks to its linguistic capabilities, ChatGPT can conduct intelligible, relevant and interactive text conversations to answer questions from visitors to your site, just as a human assistant would. Several solutions now make it possible to feed the chatbot with content relating to your offer, the history of your company, practical information and FAQ-type content to provide spontaneous, contextualised answers to the questions asked by visitors to your website. The aim: is to provide relevant, responsive assistance and speed up the purchasing process.
Note: ChatGPT can also analyse raw data to facilitate lead scoring. All you have to do is submit the scoring details and ask it to rank the leads generated according to the variables and coefficients.
Still, on the subject of lead generation, ChatGPT can create content for your landing pages. Ask it to adopt a “copywriting tone” and to multiply the Call to Action.
3. ChatGPT for 24/7 customer service
Just a few months ago, the world of customer relations chatbots was splitting into two universes:
- Rudimentary chatbots, based on scenarios and responses pre-entered by the user. In short, these tools detected keywords in customer queries to trigger a response previously recorded by the user ;
- Sophisticated chatbots, powered by AI and Machine Learning, are both costly and complex to develop and update.
OpenAI and other start-ups specialising in generative AI have quite simply disrupted the sector, offering a chatbot capable of conducting meaningful and relevant conversations with very little human intervention. The applications are numerous:
- Offering a 24/7 customer service… a major advantage for companies with customers in several time zones;
- Offer 24/7 Customer Success Management services;
- Optimise the time of marketing teams by entrusting recurring and redundant customer questions to the chatbot. Your staff will be able to concentrate on queries requiring personalisation and, more generally, on higher added-value missions;
- Detect (or provoke) cross-selling or up-selling opportunities before handing over to a human agent.
4. ChatGPT: your ally for snacking and recycling content
Content snacking is a content marketing technique that involves creating short, targeted and easily consumable content tailored to the needs and expectations of users who are looking for quick, relevant but intellectually rigorous information. This technique maximises the reach of your content by distributing it across different channels and formats, increasing your brand’s visibility and reaching a wider audience without breaking the bank.
ChatGPT can help you put in place a content-snacking strategy, for example by digesting a white paper or any other long-form content you have created, extracting key information and transforming it into several short, effective content formats. For example, ChatGPT can digest a 2,000-word white paper and extract :
- Several posts on social networks, adapted to the specificities of each platform, using relevant hashtags and emojis to reach a wider audience;
- Three or four blog posts, using extracts from the white paper to create shorter pieces of content that answer the target audience’s questions and add real value;
- Summary visual content such as infographics (text only and advice on visual design) and comparison tables;
- Scripts for videos, webinars or podcasts to expand on the subjects covered in the white paper and turn them into content that is easy to consume and share.
There are several advantages to snacking and recycling content:
- Content recycling allows you to optimise resources by creating new content from existing content. This reduces production costs while maximising the reach of your content… a major advantage in an uncertain economic climate;
- Content recycling allows you to improve brand visibility at a lower cost by distributing the same content across different channels and using different formats. This means you can reach a wider audience and increase engagement;
- Content recycling reduces the pressure on content production by reusing existing content to create new content. This means you can produce more content in less time.