Marketing With AI
At NCG, we focus on tracking all the latest marketing and tech trends, but we embrace only those that will truly make a difference for our clients. If the latest thing can’t translate into practical solutions with actual benefits for our clients, it’s really not worth our time or their money.
Given that philosophy, we were initially somewhat cautious when ChatGPT came on the scene in late 2022. However, it didn’t take long before we became convinced that – with the proper precautions and the right amount of editing – ChatGPT was a real game-changer for marketing and communications.
After a few months on this journey we have fully embraced what we call the hybrid application of artificial intelligence (AI) into our marketing content creation process. This hybrid approach to using AI ensures the highest quality of output for our clients and the most compelling, personalized content for their digital communication needs.
Ultimately, we believe that leveraging AI – especially ChatGPT and other generative AI tools – can significantly increase efficiency and productivity for both our team and our clients, resulting in sizable savings in time and costs.
Using AI to Brainstorm, Create Outlines & Develop Initial Drafts
The first step in our AI-assisted process typically involves using ChatGPT for brainstorming (or ideation, if you prefer). We also use it to create draft outlines, and frequently, to generate initial drafts of the actual content.
The algorithm underlying ChatGPT has been trained on a wide array of data, allowing it to generate creative and relevant content across various topics. This capacity to produce what I will call “fairly respectable” content offers an excellent starting point for creating truly compelling marketing materials, from blog posts and web page content to professional bios and various types of direct communications.
The Triple P Approach: Proofread, Personalize & Polish
We believe that AI, though powerful, is not a standalone solution. Instead, we view it as a co-creator, a tool that offers a solid foundation upon which we build. After ChatGPT provides us with the initial drafts, we embark on our unique “Proofread, Personalize and Polish” (Triple P) process.
Proofread: We go through the AI-generated content thoroughly to ensure that its 100% accurate, to correct any grammatical errors, and to eliminate any inconsistencies. While ChatGPT is typically mostly-to-very accurate, it has been known to experience what are called “hallucinations.” A careful human review at this stage ensures that the content meets our high standards — and yours.
Personalize: Every brand, every company, and every professional partnership has its unique voice and specific messaging. In this step, we adapt the content to align with the brand’s identity, making the text resonate with its target audience. This could involve adjusting the tone, fine-tuning the language, and integrating human storytelling, from personal anecdotes to time-honored wisdom that will take the content out of the realm of the generic and into the personalized and compelling.
Polish: Finally, we add the finishing touches. This could include adding a persuasive call-to-action, creating engaging headlines, or optimizing for SEO. It’s our way of ensuring the content isn’t just technically correct and personalized, but also interesting and effective.
We believe this “Triple P” approach — combining the power of AI with our team’s expertise — strikes the perfect balance between efficiency and quality. This way, we can deliver comprehensive and compelling marketing content that not only aligns with your brand’s voice but also captivates your audience and drives results.
Embracing AI doesn’t mean removing the human touch from content creation. Instead, it offers an opportunity to enhance our natural creativity and increase our overall productivity. By using AI as a tool and not a replacement, we can focus more on strategic and creative aspects of marketing, delivering the best possible results for our clients.
For more on our approach to AI and ChatGPT, see our recent blog post, “Everything, Everywhere, All at Once: What Attorneys and Accountants Need to Know Today About ChatGPT and Generative AI.”