ChatGPT er frábært tól til að búa til hvers kyns skriflegt efni. Bloggefni heyrir þar undir tvímælalaust. Líkönin hafa verið fóðruð á gríðarmiklu efni, ekki síst af netinu - sem að uppistöðu er alls kyns bloggefni.
Hugmyndavinna
Ein leið til að nýta AI líkönin fyrir bloggskrif er strax í hugmyndavinnunni. Það þekkir sem hér skrifar að oft er erfiðasti hluti bloggskrifa að finna góðar hugmyndir og athyglisverða vinkla - en ChatGPT er frábært tæki til að framleiða hugmyndir á færibandi.
Lykilatriði hér, sem fyrr segir, er að fyrirmælin séu vel skilgreind - að líkanið hafi sem nákvæmastar forsendur til að geta gefið þér bestu svörin.
Fyrir hvern ertu að skrifa?
Gott er að byrja á því að fóðra með lýsingu á markhópnum eða lesendahópnum sem þú vilt tala til (e. target audience, buyer personas).
Ef þú átt enga slíka lýsingu er rakið að biðja ChatGPT að gera það fyrir þig, til dæmis þannig:
„Build me a persona of a [hlutverk/starf] who works for a [tegund fyrirtækis, markaður, stærð]. List the roles, goals, challenges, pain points and decision criteria for selecting a [lausn þín eða fyrirtæki].“
Fóðrið gæti þá hljómað svo:
“Build me a persona of a digital marketer who works for a SME retail chain. List the roles, goals, challenges, pain points and decision criteria for selecting a new advertising agency.”
Svarið frá GPT-4 hljóðar svo (örlítið snyrt til):
Persona:
Name: Hannah Smith
Age: 32
Title: Marketing Manager
Industry: Retail (SME Retail Chain)
Background:
Hannah graduated with a degree in Business with a major in Marketing. She has been working in the marketing industry for a decade, with the last 4 years being in the retail sector. Hannah is digitally savvy and understands the value of integrating both online and offline marketing efforts.
Roles:
- Overseeing the marketing strategy for the retail chain.
- Coordinating with store managers for store-specific promotions.
- Managing the marketing budget.
- Coordinating with advertising agencies for campaign execution.
- Analyzing the effectiveness of marketing campaigns through KPIs.
- Handling social media marketing and influencer partnerships.
- Staying updated with trends in the retail industry.
Goals:
- Increase store footfall.
- Drive online sales through the retail chain's website.
- Enhance brand recognition and loyalty among consumers.
- Ensure successful launch of new product lines or stores.
- Maximize return on advertising spend (ROAS).
Challenges:
- Managing a limited budget to cater to multiple marketing needs.
- Balancing between the different demands of each store location.
- Keeping up with the rapidly changing retail environment and consumer behavior.
- Ensuring the consistency of brand messaging across various channels.
Pain Points:
- Difficulty in tracking offline marketing campaign success.
- Current advertising agency not delivering up to the expected standard.
- Finding effective ways to combat online retail giants.
- Managing expectations from senior management and store owners.
Decision Criteria for Selecting a New Advertising Agency:
- Portfolio of Work: Has the agency previously worked with similar brands or in the retail space?
- Cost-Effectiveness: Does the agency offer competitive rates while ensuring quality?
- Innovative Ideas: Can the agency bring fresh, innovative campaign ideas to the table?
- Reporting and Analytics: Does the agency provide detailed reports, insights, and recommendations on campaign performance?
- Cultural Fit: Does the agency's culture align with the retail chain's values and vision?
- Flexibility: Is the agency adaptable to sudden changes in strategy or tactics?
- Integrated Services: Can the agency handle both online and offline marketing seamlessly?
- References and Reviews: What do other clients say about their experience with the agency?
- Proactive Communication: Does the agency maintain open communication, providing updates and check-ins regularly?
- Technological Capabilities: Is the agency equipped with the latest tools and technologies for modern advertising needs?
Líkanið lýkur greiningu sinni með þessum orðum:
“This persona can be used as a guideline for any company that's looking to understand the mindset and needs of a marketer working for a SME retail chain, particularly when it comes to the intricacies of advertising agency selection.”
Ef til vill þarf að bæta við forsendum til að fá betri lýsingu, það veltur á niðurstöðunum. Og þarna er vissulega gert ráð fyrir að þú hafir grófa hugmynd um líklega persónu fyrir þinn markað.
Svona væri hægt að halda áfram og smíða fleiri persónur eða markhópa. En hér er kominn fram haugur af hugmyndum sem hægt er að vinna úr við skrif vefsins og annars markaðsefnis.
Blogghugmyndir fyrir „Hannah Smith“
Þegar lýsing á markhópi liggur fyrir er hægt að hefja sjálfa efnisvinnuna. Mikilvægt er að haldið sé áfram í sama spjallþræði þar sem líkanið nýtir samskiptin sem þegar hafa átt sér stað - ekki síst lýsinguna góðu.
Hér er ein tillaga að fóðri til að fá hugmyndir að lýsandi bloggtitlum:
“I want you to act as a fancy blog post title generator, providing me with creative and attention-grabbing titles for a variety of topics. Use the target group description above (Hanna Smith). Please generate titles that are unique and interesting, and make sure they are grammatically correct. Keep in mind that these titles will be used for a blog and should be engaging and easy to read. Give me 10 different titles for a blog post that speaks to the target group´s goals, challenges and pain points (give me titles only)”
Hér eru svör líkansins:
“Certainly! Here are 10 engaging blog post titles tailored to Hannah Smith's goals, challenges, and pain points:
1. "Maximizing ROAS in Retail: Tips for the Modern Marketer."
2. "Navigating the Tug-of-War: Balancing Multi-Store Marketing Demands."
3. "Boosting Store Footfall: Innovative Strategies for 2023."
4. "Beyond the Billboard: Tracking Offline Marketing Campaign Success."
5. "Brick and Mortar in the Digital Age: Competing with Online Retail Giants."
6. "Consistent Messaging in a Multi-Channel World: A Marketer's Guide."
7. "Elevating Your Brand: Strategies to Enhance Recognition and Loyalty."
8. "The SME Retail Marketer's Guide: Launching New Product Lines Successfully."
9. "Decoding Consumer Behavior: Adapting to the Changing Retail Landscape."
10. "Choosing Your Perfect Advertising Partner: What Every Retail Marketer Should Know."
I hope these titles serve to engage and entice Hannah Smith and marketers in similar roles!”
Þetta virðist allt vera efni sem höfðar til markaðsstjóra hjá meðalstórri smásölukeðju og er líklegt til að staðfesta þig (auglýsingastofuna) sem traustvekjandi samstarfsaðila.
Höldum áfram. Við skulum biðja líkanið að henda upp meginlínu fyrir einn af þessum titlum:
“Provide me with an outline for one of the titles, "Brick and Mortar in the Digital Age: Competing with Online Retail Giants." Keep in mind the persona we have developed, Hannah Smith :)”
Svarið:
“Certainly! Here's the outlined version for the blog post titled "Brick and Mortar in the Digital Age: Competing with Online Retail Giants":
1. The Rising Tides of E-commerce
Growth of e-commerce over the years
The challenge it poses for physical retail stores
The unique value proposition of brick and mortar stores
2. Harnessing the In-Store Experience Advantage
The tactile, sensory benefits of in-person shopping
Exclusive in-store promotions and loyalty programs
The immersive shopping experiences only physical stores can provide
3. Integrating Digital Elements in-store
Introduction to digital touchpoints for physical stores
Features like AR fitting rooms and digital kiosks
The value of a 'Click and Collect' system
4. Data-Driven Decisions and Personalized Marketing
How e-commerce sites use data for personalization
Strategies for brick and mortar stores to harness customer data
Using data for tailored promotions and product recommendations
5. Collaborations and Community Building
Brick and mortar stores as community hubs
Hosting events and collaborating with local businesses
Building long-term loyalty through community engagement
This outline offers a structured look into the potential content of the blog post.”
Hér væri réttast að hætta og klára málið sjálfur, en það er vissulega hægt að taka þetta alla leið:
„Provide me with body text for section "1. The Rising Tides of E-commerce". Again, keep our persona in mind (don´t mention her) and keep it under 150 words.“
og svarið:
„Certainly!
- The Rising Tides of E-commerce
E-commerce has dramatically reshaped the retail landscape in recent years. With just a click, consumers can peruse a vast array of products from their living room couches. Global events further amplified this digital shift, making online platforms a primary shopping choice for many. While beneficial for digital-first businesses, it has posed inherent challenges for brick-and-mortar establishments. However, savvy marketers understand the power of evolution. Traditional stores aren't merely competing against the digital realm; they're learning to coexist and thrive alongside it. By grasping the nuances of e-commerce and capitalizing on their unique strengths, brick-and-mortar businesses can navigate these changing waters and carve out a significant space in the age of online retail behemoths.”
Svona væri hægt að klára allt bloggið. Það er hins vegar mjög mikilvægt að hafa í huga að lesendur með sérþekkingu eru næmir á gæði efnis sem þeir lesa.
Ef það skín í gegn að vél skrifaði textann mun það líklegast skaða orðspor þitt frekar en hitt. Þá er betur heima setið.
Við þetta bætist að með tilkomu þessara tóla verður mikið yfirflæði af bloggefni á netinu - sem var þó ekki lítið fyrir.
Notendur munu því gera enn meiri kröfur til efnisins; að það sé grípandi og upplýsandi jafnt sem læsilegt og skannanlegt.