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#76: Be Better – How To Use A.I. Tools Like Chat GPT To Improve Your B2B Marketing Workflow

Episode 76

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Not another piece of content about Chat GPT!

Well it is, but hopefully not one to make you either imagine riches or worry about your job!

It’s inevitable that such AI tools will become a part of your workflow, if it hasn’t already. But B2B marketers, don’t worry. We have some good news.

It probably means even more work for you! And it’s easy to understand and utilise them if you know where they slot in in our 5 Be’s Framework.

The fundamentals haven’t changed, so you don’t need to start everything again!

So tune to this week’s episode to find out how we understand AI tools like Chat GPT!

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George: Welcome back to the B2B Playbook listeners. Today we are talking about something very, very [00:01:00] topical. Well, Kev, I mean, it’s still topical. Everyone was obsessed with it weeks ago, but it’s still incredibly relevant. It’s about the use of AI tools like Chat GPT that our marketers can use to improve their B2B marketing workflow.

Kev, we’re doing this in season four of the B2B playbook, and up till now, pretty much every piece of content, every episode we’ve done has been very evergreen. But we’ve made an exception here. Kev, AI, is it here to stay?

Kev: Well, I think George, the resounding answer there is yes, AI as a tool will be here to stay. What form it takes and what final form it takes in terms of the workflow will probably not see the answer to anytime soon and probably continue to develop. And in that sense, maybe it is still another evergreen episode, George, but maybe Chat GPT specifically might not be.

But I definitely think the framework within which we look at it is gonna be evergreen. So it’ll be interesting to yeah, jump in, [00:02:00] apply our framework and hopefully give our listeners a peace of mind when it comes to all this disruption that AI is really gonna create in our space and many other industries as well. 

George: I had a feeling, Kev, you were gonna say that it’s here to stay. I mean, We’re already starting to integrate it into some of our processes ourselves. And Kev, I think that’s why it actually fits in really nicely in um, the fourth of our 5 Bs framework, be better, because it’s all about optimizing workflow, all about how we can one up what we’ve been doing in those first three Bs.

And so these AI tools, Kev, we’re finding them to be incredibly useful and it’s still such early days.

Kev: Yeah, it definitely is very early days, and as you said, George, lots of helpfulness coming from the tools. Obviously, it’s if people are watching what’s happening, there’s lots of weird answers coming out of Chat GPT. And its rivals are probably a little bit behind, but seems to be at that stage where we’re still getting a lot of confusion from the tools, but [00:03:00] it’s definitely gonna be something that improves over time as it gets better quality data to look at as it gets better itself from the learning that we’re all putting it through as we test it.

George: So I think then Kevin, it’s probably important for our marketers to realize how they can start to use this in their processes now and going forward. I don’t know about you. Kev, I think I said to you when uh, Chat GPT came out on the one hand, I was so excited about it because it was, I don’t know, it was probably the first experience I’ve had on a computer in a really long time, Kev, that just made me go, wow, I cannot believe that this is here, that we can use this, that it’s able to put this information together.

And on the other side, Kev, I actually felt a little bit anxious because I was like, oh my God. I’m just trying to get on top of our content. like, I know what our strategy’s gonna be for 2023. Now if we don’t leverage AI, are we now gonna fall behind? Are we missing a ticket [00:04:00] by not integrating into the this, into our process early on?

So Kev, you and I have done a bit of diving into what’s possible with these tools and hopefully we can share. At least how we’re using it and what our thoughts are on it going forward To save our listeners a bit of that anxiety.

Kev: Yeah, definitely. I think that’s the crux of the discussion today. We’re really gonna be focusing on talking AI tools in that context. So how do tools like Chat GPT affect the processes around content creation?

And we really won’t be talking about how it’s gonna impact other things, like using it as a performance channel down the track, because we have seen that’s as we anticipated, it’s moving in that direction where it’s becoming, a paid tool there’s paid tier, and it’s able to be used within a paid setting like search.

And they’re already talking about how they can put advertising streams into the tool itself, into the chats itself. So it’s definitely moving in that direction, but that’s not what we’re talking about [00:05:00] today. Today we’re specifically focused on talking about how can use these AI tools within the content creation process and just talk about it in terms of, what is causing all the excitement what’s causing all the fears and apprehension and also how can our current content teams and content creation teams really start to manage it and use it and hopefully see its impact as a positive one on jobs and team building as well going.

Will AI Have A Positive Or Negative Impact For Marketers?

George: And I think it’s gonna be a positive impact, Kevin, especially for our audience, right? Those B2B marketers in small teams. be ‘re gonna be able to leverage AI to do things faster and to pump things out at a speed and rate that’s up there with the big guys. So I’m really excited about So today listeners, we’re gonna talk through, first of all, what is AI as a tool? What’s its current state, what are its limitations and what are its current and foreseeable use cases in B2B marketing? We’re also gonna look, of course, Kevin, where it sits within our five B’s [00:06:00] framework, because we love our framework. We’ve heard from many of our listeners that they love our framework. So we’re gonna look at where it fits in there. And then finally, we’re gonna look at. You dear listeners, you should look to explore its use. 

1. Current State

George: All right, Kev, let’s kick off with the current state. Let’s let’s go with a a recap of where we’re at right now.

Kev: Yeah, so let’s make this quick . We’ll just start in November of last year, 2022. OpenAI, the business behind Chat GPT. They launched Chat GPT, the chat bot it’s an AI that you can interact with in a conversational way. So basically it’s a chat bot that knows what it’s being asked, and there isn’t a preset set of questions. It’s figuring out and generating answers along the way with your prompts. So you type in a question or series of questions and it will respond and do its best to have a conversation with you. Now, Microsoft, a big investor in Open AI, the company behind Chat GPT, they more recently announced that it would [00:07:00] include a version of this AI chat bot within this search engine.

So effectively what they’re saying there is they’re going to combine that technology, they’re gonna give it all the data has that it’s indexing through Bing, through its search engine. And that will allow the chat bot to speak to you differently speak to you with more information at its fingertips, within a tab within this search function.

And effectively, the idea is that as you’re searching for things as you normally would, You now have the ability to go over to a tab that says Chat bot or AI chat bot, whatever it was. It will be. And effectively have a conversation with them instead of just seeing organic search results and what have you.

And within a day of that announcement, Google announced their intention to do something similar on Chrome with their version of a i chat bot which is called Bard. 

And initial tests suggests both the Bing version as well as Google’s during the [00:08:00] announcement, actually became clear that both AI chatbots are impressive. Obviously return very comprehensive and. Okay. Answers in a conversational manner. But it can produce things like articles, opinions, analysis and the like, even strategies if you ask it. But I think, you know what a lot of people are noticing is there’s obviously some mistakes within the answers and some of those answers just factually incorrect at the moment.

Even some really weird and nonsensical responses. If you really push it.

2. How Good Is Chat GPT In Its Current State For Content Marketers

George: Yeah. Um, I’ve definitely got some funny responses out of it, Kev, it, it’s pretty good. You know what? Kev, we are on YouTube now these days. There’s a big video component to what we’re doing, so let’s leverage Um, I’ve got chat g p T in our screen right here. Let’s ask it a question and see how good it is, see what we get out of Alright, Kev, I want to ask it. I work as an in-house marketer for an EdTech platform that sells software that [00:09:00] helps students learn easier. Give me three article ideas for the blog on our website. All right, so we’re a B2B SaaS company, chap, G P T. Give us some blog ideas. Let’s see how it goes. 

All right, sure. Here are three article ideas through EdTech Platforms blog. The first one is five proven study techniques that can boost your grades, and then it goes to expand on what that actual article would be. This article could provide actionable tips for students to help them study more effectively.

You could include techniques such as using flashcards, summarizing notes, creating mind maps, taking breaks, and practicing retrieval. Make sure to cite studies or research that support effective of each technique. There’s another couple article ideas, care. Uh, The next one is how our software Helps Students Learn More Efficiently.

Yeah, not bad. And then the final one, the Future of Education Trends and Predictions for 2023. [00:10:00] Kev. I mean, It’s not bad, is it? It pumped that out straight away. 

it’s taken into the context of of us being an ed tech platform. We probably haven’t fed it enough information about exactly who it is our dream customer is and like who the buying roles are within our dream customer.

It’d be really interesting if we gave it that information, if it know, make the tailor that even further. But an interesting.

Kev: Yeah, definitely. And it’s even specific enough to say things like, make sure to provide examples or make sure to provide insights and quotes from relevant industry experts. So obviously those are factors that we’re looking for to improve the quality of the content. . Um, So it is pretty clever. But I think as you said, we need to feed it more information to get it to a better place of where we want it.

Over time you can see that, just following these suggestions, you’re not really hitting the dream customers or the main pillars of conversations that we want to have with those [00:11:00] dream customers or potential dream customers. 

So these tools, as you can see listeners, it definitely requires an element of quality prompts. Make sure that you’re putting the right prompts in to get the right answers. You have to analyze it in that way.

George: And Kev, I suspect it’s something that we’re going to discuss later, you know, if you’re not really tailoring it, it’s really just spitting out, I would say Kev, commodity content, right? It’s the kind of content that you could very easily do a Google search and. These articles are probably gonna be on that first page of Google, so it’s incredibly important to really learn how to use the inputs here, Kev, to get the output that actually leads to good content marketing that actually touches the very real pain points that your dream customers are experiencing and communicating them in a way that they really care about that is different to the rest of the competition.

Why You Need To Check The Facts

Kev: I think one last note to make here is that, what we’re not seeing here is the sort of mistakes we’re talking about earlier that these AI [00:12:00] chatbots can come up with. And we have to be vigilant for that because generally what we’ve come to understand with these chatbots, these AI chatbots is.

They’re effectively scraping information that’s available online, and it’s not really at the point yet where it has enough information or has enough built into its algorithms to figure out that. Certain things are not true. And we’re probably better at discerning that for ourselves.

Maybe not. But we, at least we think so at the moment. We think there’s certain things that were better at discerning, whether it’s true or not, whether it’s a false fact and things like that. So that’s definitely a limitation that we want to call out. Not really evident here within these results that we just spoke about but it’s definitely something that, if you’re starting to use these AI tools, you need to keep an eye out for.

All right, George, so let’s talk about then where these kind of tools sit within our five B’s framework.

George: Well, Kev, within our five B’s framework, I think that the [00:13:00] short version of it is that we think of it simply as a research tool and a content creation tool to help your workflow. So particularly it sits in the Be Helpful stage and probably in the Be Better stage. The beautiful news, Kev, is our framework still stands.

So listeners, you still need to build trust online in order to genuinely affect the demand generation process to build true affinity for your brand, to create a desire in those people to want to buy from you. And you still have to do this through high quality content. It’s just now that, as we said, you, you’ve got more tools to help you create that content, but you still need to ensure that that content that’s created is of really high quality.

It’s gotta be really helpful to your intended audience. and if you’re doing that, you’re doing it right.

Kev: As George said, that’s the short version. Listeners, we’re gonna dive a little bit deeper, so let’s talk about our current understanding of where these tools are at. They’re effectively there to easily [00:14:00] help you generate contents and even first drafts in some cases, but as we know, there’s some limitations when it comes to accuracy of that information and really relies on the quality of your prompts, so it’s still no real substitution for actually doing your qualitative and quantitative research. Sure, you can use it to potentially help you start that process, but there’s no substitute for you to actually look at your data and actually speak to your potential dream customers.

To build your dream customer avatars and your Dream 100 list. You can ask chat g p t, what should be in my Dream 100 list? What what our dream customer avatars can look like. Even if you feed in data, it’s not really. gonna be able to tell you a definitive answer, like a hundred percent accurate answer without you actually going and talking to those potential dream customers and figuring out what those finer points are.

Because chat, G P T and tools like that simply don’t have that data, and it’s [00:15:00] not gonna be able to give you that understanding without you doing the legwork there.

George: The dream is, Kevin, when something like chat, g b t is connected to your data. So imagine, if it was connected to a qualitative research tool, like, um, I think Dovetail. So every time you interview a Dream Customer, ID automatically records everything that you say about it. And if it was able to actually reference that and go. George has had 10 conversations with B2B marketing managers at companies that size 11 to 50. He’s everything that they told him. Well, Of course it can go through and look at your conversation and generate very real insights there, but it doesn’t have access to that information. Now, does it care if it’s pretty much just scraping the internet? 

Kev: It’s still just aggregating whatever is on the internet right now. And much of the internet isn’t really talking about what’s, burning questions for your potential customers. It’s not really talking about specific things to your audience group. And even if it is, it’s probably wrong.[00:16:00] 

that’s unfortunate, sorry. State of our internet. As George said, there’s a lot of commodity content out there. The quality of that content obviously isn’t there otherwise, all your dream customers will be in the one place. But that’s the shortcomings of the tools at the moment.

It would be great to see those kind of tools tap into and be able to limit it to. Groups of data or data that you can feed into it in a very privacy centric way. But it’s certainly not there yet. And even if it is, you still have to do the groundwork to talk to your customers. That data doesn’t exist without your local work together.

Together to put together a strategy behind that

George: Kev. I mean, If the internet was right, then we would be billionaires by now, wouldn’t he? We just had to, we would just Google how to become a billionaire as a marketer. We should have the answers. But, and look, the better B playbook would’ve been redundant. We built it because we couldn’t find anything else out like this.

So Kev, you know, let’s humor ourselves and just say, [00:17:00] look, say we are a terrific source of B2B marketing knowledge. I think that we. I think the last time that chat g p t updated in terms of information was at some point in 2021. We were still babies back then with the B2B playbook. So so much of our own information wasn’t out there. Um, I’m sure there are still other good sources that it’s pulling upon um, but you know, it is just an indicator that these things do have their limitations.

Kev: Yeah. And I think one of the main ones that we’ve been speaking about is it does depend on your prompts. It’s not something that is at the very high levels of AI as we imagine it. It’s not a separate person that can keep coming up with new ideas itself. It’s really just aggregating. and regenerating and evolving the information that’s already out there.

The tools won’t give you that whole framework from scratch. It won’t help you adapt its use to your particular use case, and it won’t really know your audience context and your growth strategy within your business. Maybe you don’t want [00:18:00] to focus on a certain area because it’s not relevant to your business or it’s not where you can build a defensible advantage.

these are the things that it doesn’t know and therefore won’t be able to know to prioritize which part of our framework even that you should be working on. So there’s still a lot of work here for, diligent marketers to execute on a daily basis. And in fact, we foresee more work for us as marketers in the eve of all these tools because with this Inevitable increase in the use of such tools to generate things like content.

AI means there is gonna be a glut of very poor content out there because people aren’t putting all those processes in place to review its quality. So it becomes even less relevant to your dream customers and even more important for you to have very high quality content to stand out, to have a difference, to have an impact, and build those relationships of trust online.

So your own workflow might look. To incorporate some of these [00:19:00] tools, but it will require a lot more review than it used to require. A lot more fact checking, at least at this stage within content creation if you’re using those tools. So our work as marketers will naturally increase as a result. 

George: Oh, Kevin, the amount of crap that is coming our way is going to be huge. I mean, I know that marketers already. Work to targets of the number of content pieces they’re trying to put out every month. For some, it might be one or two, big blogs, some it might be three or four. Some might have other different formats. Now that these tools are available, Kev, I can only see that those numbers are gonna go up. That’s gonna be the immediate knee jerk reaction is, holy crap, we can now put out more content, even faster for cheap. Like it’s an arms race. Let’s go and do that. First, let’s be the first to do it. Kev, everyone is going to do that.

Everyone in your industry has access to this tool. It’s free. Even once it becomes a paid tier, it’s not gonna be that [00:20:00] expensive. So everyone’s gonna have equal access to it. Plus God, the amount of press that chat GPTs had, everyone’s gonna be aware of it. So how on. Are you going to differentiate your content?

How is it gonna get that cut through that you really need to build a relationship between your dream customer and your business if you’re all just using the same robot with the same inputs to write your content for you. 

How To Handle The Pressure To Use AI

Kev: Yeah, 

I think there’s gonna be a lot of pressure like that. And I think one of the things that we haven’t really spoken about is, okay, if you haven’t already used it, you know your bosses, your teams, and your peers within your business might start. Asking you what is the impact of such tools on our own marketing and how it’ll be used.

And in that case, I think it’s important to highlight again, that, don’t get sidetracked by those temptations. Remind them of the foundations, if that’s the five B’s framework. Great. Remind them that you still need to deeply understand your customer. The [00:21:00] tools can’t give you that. You need to build trust online with really helpful content.

The tools can help you get that, but still can’t give you that from one prompt and you then need to go into that process of amplifying and scaling the impact and reach of those efforts again. , the tools probably can’t give you that with any degree of certainty because it’s then relying on all these other social channels and other promotional channels that you have to incorporate and find which works specifically for your brand.

And such tools are really simple things to assess in the creation of some of that helpful content. But it’s still has to be. Reviewed and looked at and verified to make sure that it really is helpful, it’s correct, and it serves that ultimate purpose of building helpful content and building trust online.

George: ke. I think one particular format that’s really gonna change is the how-to articles. Now, the how-to articles are the ones, the pieces that as a marketer, they’re normally a no-brainer. They’re the evergreen [00:22:00] pieces or you’re answering the questions that you dream customers are are gonna have very often.

So a how-to article for us, Kip, for example, would. You know, How can in-house marketers conduct uh, customer interviews, right? That’s a classic how-to, it basically just gives people a process. Now, Kev, I’m gonna put chat, g p t to the test again, and we’re gonna see what it spits out for us when I ask it. So I’ve just asked ch chat, g p t write me a 700 word article on how in-house marketers should conduct customer interviews. Listeners go to the YouTube video once this is live. Um, It’ll be live at the same time that the podcast is released to go and check out the response. But at the moment it’s pumping out some, some actually surprisingly good stuff.

It’s starting by telling us to define your objectives. before conducting a customer interview, it’s crucial to define your objectives, you know, what do you want to achieve with the interview? What specific questions do you want to. Kev, that’s an awesome point, and it’s something [00:23:00] that uh, Ryan Gibson, who we’ve had on the podcast says that you should always start your customer interviews with, always start with an objective.

Second step, choose your interviewees wisely. . So it says, not all customers are the same. It’s essential to choose the right customers to gain the most valuable insights. Consider the characteristics of your ideal customer. Oh, Kev, I think we’re out of a job here. This That’s pretty good. Step three, prepare your question.

Step four, conduct the interview. Step five, record and analyze the data. Step six, follow up. I really encourage people to go and check out this response or test it out for yourself, Kev. Honestly, it’s pretty good. It’s pretty good. So how are we gonna differentiate ourselves from other B2B marketers out there?

You know, This how to content that it’s spitting out is really really good. How do we level up from there?

Kev: Yeah. And I should also point out that, that prompt, we haven’t told it who to target, we haven’t told it what voice to put [00:24:00] it in. We can definitely put those prompts in and it’ll be even more accurate. But again, you need to know that some of that information off the bat. Charge G P T, you won’t be able to figure out for you.

You can’t say who’s my best audience and target it towards that. So that’s some of the information that you definitely need to put in and they’ll be able to help you differentiate both the answer and the content that charge G P T generates, and also have it more targeted towards your audience. So that’s one, improving the quality of your prompts through your own research and your own data.

And I think the second most obvious one, Obviously chat, g b t can’t give real stories of real people within the articles, real quotes from those people to really hone in some of those points. It’s not gonna have as much impact when it’s just a strategy on paper, a list of things to do within a how-to article.

Yes, that’s gonna be helpful for those just picking it up and trying to get something running very quickly. , but for the majority of people, they also see one where it’s [00:25:00] written by one of us who have gone through the process. We’re able to put in some quotes, some real faces to the process, and some real problems that come up within that process, and the quotes that go along with those, then that’s gonna really ground and contextualize the information a lot better and be a lot easier to action for other humans like us out there who are following instructions, but need a human element. 

George: so that’s then Kev. What elevates us beyond commodity content is we actually weave in a story. So I think Kevin’s storytelling is gonna become incredibly important to distinguish yourself moving forward. If everyone can just pump out information, you know, like in 10 seconds. , it’s the story, the hook, the lessons that you’ve learned, the faces, you know, that people can identify with.

That’s what’s gonna be really important going forward.

Kev: Yeah, a hundred percent. You can see from this article this is . Those of you listening on the podcast can’t. But [00:26:00] effectively the article follows a very much tried and true structure of an essay we all learn to do in high school, which is introduction buddy and conclusion. But obviously, Aki Iman can be a little bit more creative.

With that. We can play around with the structure, we can play around with what we start with as the hook, as George said, and obviously make it sound a little less robotic. It certainly still has that element of sounding much the same. Within chat within chat j p d answers. So certainly adding your personality and things like that will be very important.

So George, I think before we move on to talking about more specifically, how to incorporate these tools into your workflow beyond what we’ve already spoken about, one last step in how we see these tools moving forward and how it sits within our framework. If you look further forward, we might see these tools start to improve in the accuracy as they learn from use and from the underlying models being improved by the team behind [00:27:00] them to limit, those limitations and to make improvements on the accuracy as developers do.

that process will take time. It’ll take time before it can really replicate the real creation process and the difference in our ability to not only understand what the content. Is, and whether it’s been truly helpful to our intended audience, but also our ability to tailor it to, as I said, add your personality and flair into it.

Just set your brand and business apart. That’s really where sits in with our framework. It’s a great tool to start build the foundations for you, but you really need to add that extra layer of. The human touch, the personality, the flair, the personalization to your particular use case from our, from, your competitors and really from the other AI generated content out there.

That’s what’s gonna help you differentiate and continue to innovate and change what your business and brand looks like. 

Why AI Will Accelerate The Adoption Of Personal Brands

George: [00:28:00] The era of personal brands, Kev, and original research, it’s upon us. It’s coming. I think everyone needs to get a little headstart in it. Um, It’s something that we’ve decided to do for our business, I mean, We. Decided to make ourselves the face of the B2B playbook. You know, Our faces, Kev, are on every single asset that we have for the B2B playbook because at the end of the I think people still want to listen to buy from and trust people.

And I think it’s a lot easier to do that when you have a face that becomes a little bit more difficult when you’re in a larger organization. But there are so many CEOs uh, who are really starting to understand that they have to embrace this. And not just CEOs, but other leaders within the organization that they need to show their face if they’re gonna continue to get people to trust them and if they’re going to maintain a competitive advantage over the other people in their market.

Kev: Yeah. I think if anything, the advent of these AI tools is actually accelerating the need [00:29:00] for things like our framework and things like a process of building that trust online that’s maybe a little bit more personalized and a little less cookie.

George: All right, Kev. Well, How are we gonna incorporate these tools into the workflow today? How can our marketers actually go and 

Kev: The obvious use case that we’ve already gone through a few times here is to actually give a topic to generate content for you. And so if that’s you want to do, that’s something you can start to test straight away. If you have content writers, this may cut down the time they need to really help them get there quicker in terms of helping create more content and helping you scale faster.

But you actually need to make sure that as you test this and you put in those verification processes by human that we mentioned before, ensure any content that is generated is finalized and checked by human so that they’re really sense. To see that there’s nothing crazy on going on in there.

And the facts are right. There’s some pretty [00:30:00] weird answers and plain run results that are coming out of these chatbots. So make sure that you verify everything and sense check, and also sense check that it really does hit that point of being helpful and useful content and addresses pain points for your target audience.

Now we’ve seen from the previous example, it seems to do that pretty well. But does it really hit at home? Is it personalized enough with examples, with a personal touch and flare to make sure the points that should hit home really hit home when you read through that piece of content? In other words, remember to make sure that it’s helpful that process happens within the be better stage as you optimize your workflow.

And we also think it’s gonna be helpful as mentioned before in generating content ideas. So the first example that George went through with the chat, it came up with three ideas fairly quickly. You give it a prompt and then it’ll give more of the same or, subtopics. Within a particular topic that are currently popular within a broader topic [00:31:00] that your audience wants to hear about or finds helpful.

And we suggest using it in that case as a springboard of ideas to get around things like writer’s block. So you don’t have to wait around for inspiration to strike. You can use these tools to help you in that process, and then you can take those ideas and generate content through chat GBT again. But you might also wanna generate content on those topics, not within the written form.

So obviously video content is still very dominant at the moment, and it’s worth using that median to discuss some of the topics generated as George and I are doing in this particular case when we go through the examples. But that is another way to use such tools, help you generate those content ideas.

But then you might need to do the work and producing that content within another medium that isn’t written. And remember that you can actually still use those tools to generate, the script for a particular video. You can do that. So there’s still a degree in which it can help you generate that content.

But think [00:32:00] about how you can take that and start to create other forms of content that isn’t currently available. within chat chatbots and AI chatbots. 

People First, AI Second

George: I I think you nailed it when you said know, remember to get creative and involve creatives in that process to add your brand personality in. And I think it’s such a strong argument for creating content in the same way that, that you and I do We’ve spoken about it a few times on the show, but the way that Kevin and I do all our content from. The YouTube channel, the podcast, our LinkedIn post, our articles, they all just start with this podcast that we shoot every week and everything is just repurposed our newsletter. It’s all a derivative of that.

And because we’re doing that, we’re starting it with the most human element. We’re starting with Kevin and I at the top. And from there we can just use AI tools to help us repurpose things faster. But when we’re doing that repurposing, we’re starting with something that’s human first rather than starting with something that is, I guess, a robot first.

[00:33:00] And I think that that’s going to give us a key advantage. And um, probably is gonna continue to come across to our audience in a more positive way than some of that commodity content out there. So I really encourage our listeners, if they haven’t already, to go back and listen to our episode. That will link in the show notes around content repurposing and how Kevin and I do it, because we think it’s a great way to, to set up your content strategy moving forward.

So it really highlights your brand and person.

Kev: That’s a very important element, listeners, because as George said it, there’s no substitute for your ability to create that personality and content and flare within your content. So it’s important to start with that human element at the top, and then we’ll feed through right the way through your other content, no matter how you repurpose it.

And, you can continue to evolve your brand and you can continue to input very high quality insights from the human side right at the top so that it really feeds all the way through and sets your content apart from your competitors and other AI [00:34:00] generated content. And you know what? 

Probably the best ones at the moment to continually evolve their brands.

Yes, AI can keep up with the ever-changing needs of a particular audience based on what’s online, but we can actually go and talk to them and get real-time data before AI has a handle on some of that. And we can continue to evolve our brand in relation to those insights a bit quicker. 

George: And just a tiny little indication as to how we’re using it at the moment. Of course, we record this podcast with video and. In Riverside we can. Throw our tr well, we get a transcript from a tool called Descript, which is amazing at recognizing our audio and turning that into subtitles. It does it so quickly.

If Kev or I screw up at some point, it actually has an AI tool in there that imitates our voice and we can overdub what we said, with what we wanted to say, which is kind of crazy. We haven’t really used that that much. Kev, I still sound a little robotic. I imagine you sound a bit like a robot anyway, so it probably [00:35:00] wouldn’t be a big difference. And then we can feed the transcript into something like chat, g p t and say uh, give us some summary notes that we can then post on our article. And then from that we can ask you know, what are three article ideas to come from this discussion and use that as a base. But again, it’s all starting with that human interaction and using AI to really improve the workflow.

Kev, which is why it’s in Be Better.

Kev: That’s it, George. And listeners final use case that you can use these tools for is it can help you quickly start some research and find any information sources. So we spoke about before that it doesn’t always have all the information, all the data on there, but you could ask those tools to find things like, who are the industry leaders?

Talking about specific topics that you want to start looking into further, or you want to start creating content for your particular audience. It. It will hopefully give you that great jumping off point again to dive in deeper yourself, to do the legwork, to find out more. But it certainly helps with [00:36:00] the starting point of that rider’s block related issues.

But again, as with other use cases, remember to fact check at this stage because it may not necessarily give you the right answers for your particular use case. 

George: Okay. Just a little helpful tip for the listeners. I’ve come across a website which basically aggregates all the AI tools out there. And so you can go to this website and be like, I want an A IT tool that’s gonna help me with video editing or creating a photo, whatever it might be. And it tells you which companies do it, whether they’re free, whether they’re paid, that kind of thing.

So we’ll just link to that in the show notes and it could be a fun place for our listeners to get started. 

Warning About AI Content And SEO

George: And I will probably finish off Cape with a warning to our listeners, which is, listen. , you cannot copy and paste the output from this AI and put it on your website. People are saying that the AI tools, when it has an output that’s gonna leave some kind of watermark in a similar way to when you download a photo that you shouldn’t have from [00:37:00] a stock photo website, it leaves a watermark so you can’t use it properly.

And the reason that they think that AI tools are doing that If in five years time now most of the content is created with AI or AI assisted, and the main input for information for ai, is what’s on the internet. Well Then half the stuff of the internet’s gonna be from ai. And so they need to be able to distinguish what’s written by a human and what’s written by an ai.

So if the company can do it, there’s a good chance that search engines like Google, they’re gonna figure out how to do it. And um, you could be penalized, I think, Kevin, if you’re just straight copying and pasting. What seems like just purely AI generated.

Kev: It’s a great point, George. And one to definitely keep an eye out for. All right, listeners, key takeaways for this episode. AI tools like chat g p t are powerful, but they’re still just tools that need your prompts. They don’t change the fundamentals. Things such as the five B’s framework. You [00:38:00] as the B2B market, Still need to deeply understand your dream customers and build trust online with truly helpful content using such AI tools to help with the content creation and idea generation process, but be aware of its limitations.

Have processes in place to fact check and to add your own creative flow and personality into your content and your content format so that you set yourself apart from the other AI generated content as well as your competitors. Don’t let the evolution of your brand stand still as a result of the use of these tools. 

George: Beautifully done, Kevin. Thank you very much. Listeners, as always, you can find links to everything we discussed in the show notes. Um, go and check out our YouTube channel, the b2b Go and see Kevin, my faces. Um, We also try and mix it up.

We’ve made a little bit more interesting with some new visuals, so go and check it out. Leave us a comment on our YouTube channel. Would love to hear what you guys think about it. As always, we’re so grateful that more and more marketers are [00:39:00] tuning in every Monday morning to the B2B Playbook Podcast, Kev.

And if we can ask one thing, listen. Please leave us a short review on whatever platform it is you listen on, or pass it on to someone who you think would get value from the show. It’s a huge help to us and we really really appreciate it. Thank you, care. Thank you listeners. Take care and see you next week.

Kev: Thanks, George. Thank you listeners, as always. See you next.

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