A lot of people have accepted the fact that generative artificial intelligence (genAI) does not independently perform certain activities like digital PR, SEO, or content marketing.
Presently, tools such as ChatGPT can enhance our work processes by enhancing the efficiency and standard of developing robust tools that creators desire to disseminate and connect users with, owing to its distinct significance for their target audience.
Based on its level of difficulty, a task can be enhanced, mechanized, or independently executed using machine learning, artificial intelligence (including genAI), or robotic process automation (RPA).
ChatGPT is a resource to enhance specific large-scale digital marketing and SEO activities.
This article aims to investigate the utilization of generative AI by digital marketers or SEOs to produce assets such as helpful tools and widgets. These assets are desired by content creators as they add value to their audience, making them more likely to share them.
Insights from the article:
- A linkable asset refers to a valuable resource owned by the company, which can consist of individuals, procedures, or technological components that are strategically aligned.
- The initial step in linkable assets planning entails identifying a targeted audience segment with a high level of specificity.
- While generative AI has its limitations, digital marketers have the opportunity to devise Google Sheets/Excel templates and subsequently transform them into widgets using ChatGPT coding.
What is a linkable asset?
A linkable content asset refers to content that effectively conveys the distinctive value proposition (UVP) of a company’s owned assets, which comprise of its people, processes, and technology.
These valuable assets are appealing to content creators, journalists, and audiences, as they have a unique value proposition that resonates with them. The main objective is to craft a captivating narrative that promotes sharing and linking around the asset.
Linkable assets are content pieces that convey a narrative, such as useful infographics, interactive tools, blog posts, interviews, or case studies.
According to Ahrefs, the BrightLocal study on the impact of online reviews on consumer decision-making accumulated more than 2,563 links.
The study itself may be valuable, but Miles Anderson is the one who effectively communicates its significance through his byline. Anderson and BrightLocal have developed a reputation for delivering high-quality studies.
The Ahrefs report titled “Best by links” displays an extensive link profile for the given URL.
Tip: Genuinely skilled journalists and content creators will feel the need to acknowledge the origin of the research. Therefore, when individuals share a study, they will provide a direct link to your website as the source, particularly when the study holds significance. Anderson possesses exceptional ability in accomplishing this practice.
Linkable assets gain links because they align with the wants and needs of the target audience. In order to establish a connection between your company’s assets and these needs, a customer-centric approach is necessary when planning the assets.
Linkable asset planning
Linkable assets are valuable for readers, but not all outlets or creators may recognize or comprehend the relevance of the content to their audience.
Creativity is essential in solving this problem, which is why I prefer employing a creative approach. This approach involves first recognizing the assets at your disposal, establishing a link between these assets and the customer, and lastly, enabling these assets in a creative manner.
A framework that facilitates the use of marketing assets that can be easily linked and shared.
- Ambassador: Acquire knowledge about the challenges, benefits, and processes of the perfect customer(s).
- Find assets: Determine the resources owned by the company that can alleviate the problems or challenges faced by your customers.
- Position assets Find a narrative that elucidates how the asset affects the objectives or requirements of the customer.
- Create assets: Utilize a design-based approach to allow the story to be narrated by reliable sources within and outside the organization.
With the resources identified, it is time to narrate the tale, yet you still need to generate a content asset.
Tip: Prior to beginning the process of planning the asset, establish the team or project goals by utilizing the OKR methodology.
Creating a linkable asset with ChatGPT
Although there are limitations to generative AI, I have managed to develop practical tools and models using ChatGPT to effectively address fundamental challenges.
Be an ambassador
Instruct ChatGPT to assume the role of a product manager and elaborate on the customer experience, problems, and requirements.
In my illustration below, I discovered that digital marketers are utilizing email templates that are ineffective due to their excessive usage. .
Nevertheless, they find it challenging to allocate the necessary time to compose each email individually while juggling their other responsibilities.
I possess an email template which I prefer utilizing for contacting enterprises, as it steers clear of the commonly used templates.
The email outreach template stands out from others because it prioritizes the requirements of content creators, namely providing solid facts and evidence to back up claims through content analysis. This is a feature that is lacking in most other templates.
Numerous digital marketers attempting to enhance their link building strategies often face the challenge of using generic outreach templates that lack the ability to showcase their expertise or personalize a site analysis.
This template is designed for digital marketers who possess skills but require assistance in effectively communicating their expertise.
Tip: When creating an asset, find a blue ocean link building strategyRather than implementing a conventional marketing strategy that is already in existence, these strategies defy the current market trends in content marketing and establish a unique approach.
Using ChatGPT, I transformed my email template into a template builder for Google Sheets.
Using this template, a digital marketer can examine the discrepancy and illustrate how their skills are in line with the areas where the website lacks.
The asset helps digital marketers save time by analyzing websites and writing personalized emails, allowing them to focus on more advanced marketing duties.
To construct the Google sheet template builder, I:
- I have uploaded the template for the output, which is my original email template.
- Instructed ChatGPT to analyze and determine all the dynamic fields by reverse-engineering it.
- Invented a formula to merge all the input data fields into a single output field for the ultimate email.
This image displays a template that was generated by ChatGPT.
And here’s the output of the sheet:
Create simple widgets
I went a step further and developed a compact tool that allows the team to choose from different templates according to the type of email campaign.
I instructed ChatGPT to generate a widget using inline HTML and CSS based on this template.
Tip: Once you have completed the creation of your asset, it is important to promote it to your target audience. As mentioned in the “Modern link building starter guide,” it is crucial that your marketing efforts focus on generating audience engagement and not solely on obtaining backlinks. The acquisition of links is a byproduct of successful asset marketing, rather than its primary objective.
Increase the value you provide to your audience by employing ChatGPT to conduct more sophisticated analysis. John McAlpin has outlined 5 SEO situations where ChatGPT’s Advanced Data Analysis plugin can be utilized alongside the creation of templates and widgets.
Take the leap
While AI cannot completely replace PR, SEO, or content marketing, it has the potential to improve our strategies by making tasks more effective and valuable for our target audience.
With the help of artificial intelligence, the industry can create unique and valuable content using examples and insights. This will lead to a more automated and optimized future.
Tools such as ChatGPT can provide substantial benefits in the digital realm, regardless of whether they are enhancing, automating, or operating independently.