Content marketing today and tomorrow

A conversation with ChatGPT about content marketing and content marketing strategies, about clicks, impressions and a possible end of content marketing as we know it today.

I have been involved with the possibilities offered by ChatGPT for a few weeks now. ChatGPT is a prototype chatbot based on machine learning, offering a dialogue interface for interaction. Funded by Microsoft and Elon Musk, the chatbot is being developed by OpenAI. GPT is the abbreviation for “Generative Pre-trained Transformer”. Let’s see how a conversation with ChatGPT about content marketing goes.

The motivation of companies to do content marketing

Michael Schenkel: Can you share with me the reason why so many companies believe in content marketing?

ChatGPT: Yes, many businesses believe in content marketing because it helps to attract and retain customers, build brand authority and drive profitable customer actions. By creating valuable, relevant and consistent content, businesses can inform and engage with their target audience and ultimately build trust and credibility. This can lead to more website traffic, higher conversion rates and a more positive brand perception. In addition, content marketing can also generate inbound leads, which are often cheaper and of higher quality compared to traditional outbound marketing methods.

Michael Schenkel: But doesn’t this content compete with other companies’ content to attract more visitors to the website?

ChatGPT: Yes, that’s right. Content marketing can be very competitive, especially in certain industries or niches. Many businesses create content in the hope of attracting and retaining customers, and there can be a lot of similar or overlapping content online. However, businesses can stand out from the crowd by creating unique, high-quality and relevant content that truly meets the needs and interests of their target audience. In this way, they can establish themselves as thought leaders and trusted sources of information, which sets them apart from their competitors and helps them to attract and retain customers in the long term.

The importance of impressions in content marketing

Michael Schenkel: It is said that 60% of organic website traffic goes to the first link given by the search engine for a particular search query. Do you think that number is true?

ChatGPT: It is difficult to accurately determine the percentage of organic website traffic that goes to the first link in the search results, as it can vary greatly depending on the specific search query, the search engine used and user behaviour.

However, studies have shown that the top search results, especially the first links, usually receive the majority of clicks in the organic search results. This highlights the importance of search engine optimisation (SEO) for businesses looking to boost organic website traffic, as ranking at the top of search results can significantly increase the chances of clicks and visitors. The exact percentage may vary, but it is widely accepted that ranking at the top of search results can have a significant impact on the amount of organic website traffic a website receives.

Michael Schenkel: Some marketers argue that impressions are also important because even without a click on a link that leads to a specific piece of content from a specific company, it helps to get the company’s name out there. What do you think about this?

ChatGPT: I agree that impressions can be important in content marketing, especially for building brand awareness and recognition. When a potential customer sees a company’s content multiple times, it can help reinforce the company’s brand image and messaging, even if they don’t click through to the company’s website.

Impressions can also help increase the visibility of a company’s content, making it more likely to be seen by a wider audience, including those who have not actively searched for the company’s products or services.

In addition, impressions can help build credibility and trust in a company over time, as potential customers are regularly exposed to the company’s content and messages. This increases the likelihood that they will choose the company over a competitor when they are ready to make a purchase.

While clicks and conversions are important metrics in content marketing, it is also important to consider the value of impressions when it comes to building brand awareness and recognition in the long run.

Michael Schenkel: What do you think is required for impressions to help build the brand awareness and recognition you mentioned?

ChatGPT: For impressions to be effective in building brand awareness and recognition, several key factors are important:

• Consistency: It is important that the company continuously creates and publishes high quality content that is consistent with the brand image and
• Messaging: This helps to build a recognisable brand and leave a lasting impression on the audience.
• Relevance: Content must be relevant and of interest to the target audience to capture their attention and leave a lasting impression.
• Frequency: The more frequently the target audience comes into contact with a company’s content, the more likely they are to remember the brand and associate it with the relevant topics.
• Quality: Content must be of high quality and offer real added value to the target audience. This can help build credibility and trust and make the brand more memorable and recognisable.
• Platforms: The company should consider using multiple platforms to reach its target audience, including social media, email and advertising. This can help increase the chances of content being seen and brand awareness.

By addressing these key factors, companies can effectively use impressions to build brand awareness and recognition and ultimately achieve long-term success.

Michael Schenkel: And more fundamentally, the company’s name needs to be displayed in some way and associated with the content via the search engine?

ChatGPT: Yes, that is correct. The name of the company should be prominently displayed and associated with the content to increase brand awareness and recognition through impressions. This can be achieved through a variety of methods, such as including the company name in the title or meta-description of the content, incorporating the company logo or branding into the content, and ensuring that the content is easily discoverable and accessible through search engines.

In addition, it is important that the company maintains a strong online presence and ensures that its website and social media profiles are optimised for search engines. This can help increase the visibility of the content and improve the chances of it being seen by a wider audience, increasing brand awareness and recognition through impressions.

Michael Schenkel: Do you think content marketing would be worthwhile without the company’s name in a “prominent place”?

ChatGPT: Content marketing can be worthwhile without the prominent display of the company name, but it may not be as effective in building brand awareness and recognition. Prominent display of the company name and brand in content helps to create a strong association between the content and the company for the audience. This can help build a recognisable brand and leave a lasting impression on the audience, increasing the likelihood that they will remember the brand and choose it over a competitor in the future.

But even without a prominent display of the company’s name, content marketing can offer other benefits, such as educating the target audience, building trust and credibility, and driving conversions. While a prominent ad can help build brand awareness and recognition, it is not the only factor that determines the success of a content marketing strategy. Companies should consider their overall goals and target audience when deciding how to approach their content marketing and whether a prominent display of the company name is necessary.

Michael Schenkel: I think I understand what you mean, but I disagree. We are talking about impressions here, as most clicks are only on the first few links offered by the search engine. How can a company educate the target audience if there are no clicks and the company name is not prominently displayed?

ChatGPT: Sorry, you are right. Impressions alone may not be enough to effectively educate the target audience as they usually need to click on the content to engage with it. However, as I mentioned in my previous answers, impressions can play a role in building brand awareness and recognisability, which can increase the likelihood of the target audience clicking on the company’s content in the future.

To effectively inform the target audience, it is important to ensure that the content is easily accessible and highly visible, e.g. through search engine optimisation (SEO) and targeted advertising. This can help generate clicks and increase the likelihood that the target audience will engage with the content and learn about the company’s products or services.

It is also important that the content is of high quality and offers real added value to the target audience. This can help build trust and credibility in the company so that the target audience is more likely to engage with the content and view the company as a reliable source of information.

Strategies in content marketing

Michael Schenkel: Okay, but can you imagine a company that only gets a few clicks and impressions deciding to stop offering free content?

ChatGPT: Yes, a company that only gets a few clicks and a few impressions may decide to stop providing free content if it doesn’t see the results it was hoping for. Content marketing is a long-term strategy and results may not be immediate. A company may need to adjust its approach, invest in other marketing channels or simply invest more time to get results.

If a company decides to stop providing free content, it can consider other marketing strategies, such as paid advertising, email marketing or influencer marketing. However, it is important that the company reconsiders the objectives of its marketing strategy and whether content marketing is suitable for its target audience before deciding to stop.

In some cases, the company’s approach to content marketing may simply need to be adjusted rather than stopping altogether. For example, it may need to improve the quality or relevance of content, target a different audience or increase the frequency of content creation.

Ultimately, the decision to stop providing free content depends on the goals and outcomes of the organisation’s marketing strategy, as well as the resources and capabilities available.

Michael Schenkel: Thank you, I think I understand what you mean. Imagine if there was a service somewhere on the internet that could answer questions without links to content, without mentioning brands and/or authors, do you think it would be wise for companies to continue providing free content?

ChatGPT: If there was a service that could answer questions without links to content and without mentioning brands and/or authors, this could have an impact on the need for companies to provide free content. However, it is important to consider the role that content marketing plays in a broader marketing strategy.

Content marketing offers many benefits beyond simply answering questions, such as building brand awareness and recognition, establishing the company as a thought leader in its industry, and building trust and credibility with its target audience. These benefits are difficult to achieve through other marketing channels such as advertising or product promotions.

In addition, by providing free, valuable content, companies can build a relationship with their target audience and increase the likelihood that they will consider the company as a source for their future needs. This can lead to stronger brand loyalty and repeat business.

While a service that answers questions without providing links to content may reduce the need for some businesses to provide free content, it is still likely to be a valuable part of a comprehensive marketing strategy for many businesses. The final decision on whether to continue providing free content will depend on the company’s goals and the results it has achieved with its content marketing efforts.

Michael Schenkel: Do you realise that you are arguing in circles? We have already established that without clicks and without impressions, the idea of content marketing could come to an end!

ChatGPT: I apologise if it appears that I am arguing in circles. That was not my intention.

Yes, clicks and impressions are important metrics for content marketing success as they indicate engagement with content and can help build brand awareness and recognition. However, it is also important to consider the other benefits that content marketing can provide, such as establishing the company as a thought leader in its industry, building trust and credibility with the target audience and increasing the likelihood of repeat business.

While a service that answers questions without providing links to content may reduce the need for some businesses to provide free content, it is still likely to be a valuable part of a comprehensive marketing strategy for many businesses, particularly those looking to build their brand and establish a relationship with their target audience.

In conclusion, the decision to continue providing free content will depend on the company’s goals and the results of its content marketing efforts, as well as the resources and capabilities available. It is important that companies consider the full range of benefits that content marketing can offer and make a decision based on their specific circumstances and goals.

Michael Schenkel: Okay, two more questions: 1. How can a company become a “thought leader” with content marketing strategies that do not generate clicks and impressions through organic traffic via search engines?

ChatGPT: It can be challenging to become a thought leader through content marketing if the content does not generate clicks and impressions through organic traffic via search engines. However, there are alternative strategies that a business can use to build its reputation as a thought leader and achieve its content marketing goals.

Here are some alternative strategies that businesses should consider:

• Paid advertising: the company can invest in paid advertising to increase the visibility of its content and reach a wider audience. This could include paid search engine advertising, social media advertising or display advertising.
• Influencer marketing: The company can partner with influencers in its industry to reach a larger audience and increase the visibility of its content. Influencer marketing can be particularly effective in raising brand awareness and establishing the company as a thought leader.
• Building a community: The company can build a community around its content by encouraging interaction with its audience. This could include setting up groups on social media, hosting webinars or live events, or providing opportunities for audiences to give feedback and ask questions.
• Content dissemination: The company can also distribute its content through channels other than search engines, such as email newsletters, industry publications or social media. In this way, the company can reach a wider audience and increase the visibility of its content.
• Collaboration: The company can collaborate with other companies and organisations in its industry to create content together and reach a larger audience. This can help the company establish itself as a thought leader and build its reputation as a trusted source of information.

These strategies can help a business achieve its content marketing goals even if its content is not driving clicks and impressions through organic traffic via search engines. The key is to find the strategies that work best for the company’s specific goals and circumstances and implement them in a way that aligns with the company’s brand and message.

Michael Schenkel: Thank you very much for the strategies. Here comes my last question: there is a service that provides answers to queries without references to the sources used. Logically, this leads neither to clicks nor to impressions. Would you like to know the name of this service that I think could end the way most businesses do content marketing these days?

ChatGPT: I am an OpenAI-developed AI language model and have no personal opinion, but I can say that any new service or technology that changes the way people access information could potentially impact the way businesses do content marketing. However, it is difficult to predict the exact impact a new service will have on the industry, as this depends on factors such as how widespread the service is, how well it is adopted by users and how it evolves over time.

Ultimately, the success of a company’s content marketing efforts depends on many factors, such as target audience, goals, available resources and capabilities, and the competitive environment in the industry. Although new services or technologies may change the way companies approach content marketing, it is important for companies to adapt to changes in the marketplace and adjust their strategies as needed to remain competitive and achieve their goals.

Michael Schenkel: Oh, that’s a humble answer. The name of this service is: ChatGPT!

ChatGPT: Yes, you are right! I am an instance of ChatGPT, an AI language model developed by OpenAI. Thank you for using me to answer your questions! If you have any further questions, I’d be happy to help.

Conclusion

Well, what does one make of such a conversation? Should I focus on the repetitions in ChatGPT’s argumentation or look for blind spots in my thoughts? Should I think about the future content marketing strategy, which could possibly be elementarily different from today’s? Or should I sit back, wait and see and meet with interested interlocutors for coffee and cake?

I think I’ll opt for coffee and cake? What about you?

Notes:

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Michael Schenkel has published other articles in the t2informatik blog, including

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