Using ChatGPT and Dall-E to Speed Your Content Marketing

dall-e

Using ChatGPT and Dall-E for content marketing is a powerful way to generate engaging and informative content for your audience. But, there are downsides to using these AI tools to help you create content. Today, we’ll discuss how to effectively use ChatGPT and Dall-E to speed content development while limiting the downsides.

are chatgpt and dall-e here to stay
Image courtesy of Jiayan Liu

Background on ChatGPT and Dall-E

A while back, I wrote a post on ChatGPT and argued that it’s here to stay. I also created a post detailing more about how to use ChatGPT for content marketing.

Dall-E, an AI image generation product from Open AI (the company behind ChatGPT), uses AI to generate images based on your prompts. Unlike its text-based cousin, however, Dall-E isn’t free, although it isn’t hugely expensive. Currently, you can buy 113 credits for $15. Each prompt generates four image options at about three cents per image. You can select an image to download, save, or share or you can select an image to generate more variations based on the image you selected. You can start with text as a prompt or an existing image.

I used Dall-E to create the new logo for Market Maven:dall-e

 

 

 

 

I like the image but it isn’t the one originally generated by Dall-E. On the right, you can see the original results I got after asking for variations on my favorite image from the original set of four. I couldn’t figure out a way to define the color palette or force Dall-E to use my text instead of the dummy text it generated. I used Photoshop to edit the original image so it now reinforces my branding.

The new version of Dall-E (Dall-E 3) is nearly ready and maybe that will fix some of the issues I encountered. All said, I was still happy even though it took me a few minutes to edit the image produced by the AI.

In another section, I’ll talk about some other issues that should give you pause before using ChatGPT and Dall-E for content marketing.

Incorporate ChatGPT and Dall-E into your content marketing strategy

Here are some big reasons why you should consider using ChatGPT and Dall-E to ease the burden of content marketing.

1. Efficiency

ChatGPT and Dall-E can generate content quickly, helping you save time and resources on content creation. Recognize that consistently creating high-quality content is the single biggest factor in SEO (search engine optimization) and engagement on social media. These two traffic sources account for nearly 70% of the visits to your website so they’re critical for success online and off because they represent high conversion rates.

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Image courtesy of Zapier

But, content creation is a huge burden for your business and may limit the number of platforms you consider using. AI can efficiently reduce that burden by creating a first draft or generating ideas you might not consider. Thus, it promotes your creativity, helps align your content with what others are talking about, and may identify unique aspects to include in your content that you initially never considered. For instance, this post originally started based on three prompts to ChatGPT.

Obviously, starting with AI is only the first step in crafting great content. The original results generated didn’t include images and didn’t source any of the content produced by the AI. Also, I find that the text results need more context and to be fleshed out before they’re suitable for my readers.

2, Content ideas

ChatGPT can help you brainstorm new content ideas. You can ask it questions or provide a topic, and it can provide you with a variety of suggestions to keep your content fresh and engaging. Although I don’t use ChatGPT for this purpose, several other platforms offer AI to aid in your content creation efforts. I used Grammarly (I have the pro version) to generate a list of content ideas using the main topics I cover on this website. As I create content around the topic, I strike it off my list. This is a great way to develop broader topic coverage and can help you fill your content calendar in minutes.

3. Consistency

ChatGPT can maintain a consistent brand voice and style throughout your content, ensuring a unified and professional image across various platforms and media. However, I find it makes grammar errors occasionally and doesn’t totally fit the bill when it comes to readability.

4. Cost-effective

Currently, ChatGPT is free and Dall-E is very inexpensive. That may change over time but for now, utilizing AI like ChatGPT and Dall-E is more cost-effective than hiring additional content creators and graphic designers, especially for businesses with limited budgets. As more platforms incorporate AI into their offerings without adding cost, the price becomes even more attractive. Some platforms, like Canva and Adobe Express, now incorporate AI into their platforms to allow you to create a great number of posts for different platforms, including video.

5. SEO optimization

ChatGPT can assist in optimizing content for search engines by suggesting relevant keywords, meta descriptions, and headers that can improve your content’s visibility in search results. However, other AI tools can do even more when it comes to helping you craft content that suits search engines.

6. A/B testing ideas

You can use ChatGPT to brainstorm A/B test ideas for different marketing campaigns and strategies, enabling you to optimize your efforts.

How can you use ChatGPT and Dall-E

Blog posts and articles:

    • Generate content ideas: Use ChatGPT to brainstorm ideas for blog posts and articles by asking it questions or providing a topic to expand upon.
    • Content generation: Write article outlines or rough drafts with the assistance of ChatGPT. It can help you expand on your ideas, provide research insights, or even generate complete paragraphs. However, be aware that the content is viewed as duplicate content by search engines so wholesale cut and paste from AI might hurt your SEO.
    • Custom illustrations: Use DALL-E to produce custom illustrations or images for your blog posts, articles, and landing pages to make your content more visually appealing. ChatGPT doesn’t include images, which are critical for the SEO of your content, so adding Dall-E images helps promote your content. This original content is much better than using stock images. For instance, here’s an image generated by asking Dall-E to generate a 3D image of a tropical fish in a bowl.dall-e fish
    • Mood and Atmosphere: Describe the mood or atmosphere you want to convey in your content, and DALL-E can help create images that match the desired emotions.

Social media posts

    • Create engaging social media posts: Use ChatGPT to craft compelling and relevant content for your social media channels. It can help you come up with catchy headlines, captions, and hashtag ideas. For instance, Hootsuite allows you to use the URL of your text content to create a custom post for any social media platform linked to the tool.
    • Schedule content: You can also ask ChatGPT for suggestions on when to post content to maximize engagement.
    • Engaging posts: Create eye-catching and unique visuals for your social media posts, including Instagram, Facebook, and Twitter. DALL-E can help you design attention-grabbing graphics that stand out in users’ feeds.
    • Infographics: Generate custom infographics that visually convey complex information or statistics, making your social media content more shareable.

Email marketing

Email marketing has the highest ROI of any digital marketing tactic and outperforms traditional marketing.

email roi
Image courtesy of Vogal Marketing
    • Write compelling email subject lines: ChatGPT can assist in creating eye-catching subject lines that increase email open rates.
    • Draft email content: Use ChatGPT to help you compose email content, newsletters, and promotional emails that resonate with your subscribers.
    • Visual headers: Enhance your email marketing campaigns with visually striking header images that resonate with your email content.
    • Product promotions: Generate product images for email promotions, newsletters, and announcements.

Content editing and proofreading:

    • Edit and refine content: Use ChatGPT to review and proofread your content. It can help you identify grammatical errors and improve readability, although it suffers from some limitations as the content is only as good as that used to train the tool.

Customer Support and Engagement:

    • Answer customer questions: You can use ChatGPT to provide quick and accurate responses to customer queries, improve customer satisfaction, and create better customer engagement. However, there are some chatbot tools that do a better job because they are specifically trained for that task.

Visual content creation:

    • Visual storytelling: Use DALL-E to bring your brand’s stories to life by providing textual descriptions of scenarios, scenes, or characters, and have it generate images to accompany your written content.
    • Product imagery: Describe your products or services in detail, and DALL-E can create visual representations. This is especially useful for e-commerce websites and product catalog descriptions.

Advertising:

    • Ad visuals: Design visually compelling ad creatives for online advertising campaigns, such as Google Ads, Facebook Ads, and display ads.
    • Banner images: Create custom banner images for your website or for placement on partner sites.

      dall-e
      Image courtesy of Tech Radar

Branding:

      • Logo variations: Use DALL-E to create alternative logo designs or logo variations for special occasions or campaigns.
      • Brand mascots or characters: Design unique brand mascots or characters that can be integrated into your branding materials.

Interactive content:

  • Use DALL-E to create interactive visual elements, such as clickable infographics, quizzes, or image-driven polls to engage your audience.

The hidden dangers of ChatGPT and Dall-E

Keep in mind that while ChatGPT and Dall-E are valuable tools for content marketing, it’s essential to maintain a balance between AI-generated content and human-created content if you want to really excel in your content creation efforts. Human creativity and expertise are still crucial in crafting content that truly resonates with your audience. Additionally, ensure that the content generated by AI aligns with your brand’s voice and values. Always review and refine AI-generated content before publishing it.

Remember that while DALL-E can help you create stunning visuals, it’s important to ensure that the generated images align with your brand identity and messaging. You should also review and customize the generated images to meet your specific marketing goals and standards. Additionally, keep in mind any licensing or copyright considerations when using AI-generated images.

Seeing is believing

One of the biggest dangers of AI, something governments and organizations are currently struggling to resolve is the issue of seeing is believing. In other words, we’ve been trained to believe our eyes and ears. So, when we see a picture, we accept the reality of the picture. Anyone who’s used TikTok or Instagram, however, knows that many of those pictures went through a filter to make the image look much better than it is in reality. When advertisers take pictures of the food for packaging, they might open 1000s of packages and then combine the best parts of each package for the image displayed on every package.

With AI, you can’t even believe your eyes and ears. AI can take a script and generate a video showing any person and their voice so it makes it seem like the person actually said those words when they didn’t. Certainly, that has issues for politicians but consider the damage that might occur for your brand when a competitor makes a video purporting to be an employee of your organization or an influencer saying bad things about your brand or doing things that position your brand in a terrible light when the person never said those things or do the things shown in the video.

Bias

Because human beings are biased, the text and images we create share our bias. Because AI is basically stupid, it only knows what it was trained to know by the company. Hence, the bias comes through in what the AI creates in response to your prompt. In a post like this, the bias doesn’t have much of an impact. But, consider a situation where a company uses AI to create advertising and generates biased images in the ads. Those not members of the majority will feel like the product isn’t for them and that lowers their inclination to buy the product.

A company used employee records of current employees who excelled at the company to train an AI tool to sift through applications in the hope that the AI would identify future employees who shared subtle commonalities with successful employees. Unfortunately, because the current workforce was biased toward white male employees, that’s what they ended up with as a candidate pool. Luckily, they detected the bias and scraped the idea before actually using the tool for hiring.

Copyright issues

Artists complain that Dall-E creates content images using their artwork in violation of copywrites. In fact, you can ask Dall-E to create an image in the style of your favorite artist and the product looks really good because the AI was trained using these pieces of art. The same is true for ChatGPT where you can ask the AI to write a poem in the style of your favorite poet and end up with something pretty good because they used these works to train the tool.

Reddit complains that OpenAI used posts on its platform in violation of copyright laws, as well.

Conclusion

Using ChatGPT and Dall-E can really help with content creation but you must use them ethically and the final product must involve a collaboration between AI and human writers.

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Hausman and Associates, the publisher of MKT Maven, is a full-service marketing agency operating at the intersection of marketing and digital media. Check out our full range of services.