How to Use AI for SEO
Search Engine Optimization, or SEO, is a big topic in digital marketing.
SEO refers to the way your website content is optimized to appear in search engine results pages (SERPs) through organic search traffic, unlike paid traffic like Google Ads, where you pay for the results you want to see. Organic traffic is important for a number of reasons:
It’s free, at least, it can be but at the bare minimum, it’s fairly inexpensive!
Potential customers are already looking for your product or service, making them qualified leads with the intent to buy.
The content can be loaded and optimized with keywords.
The content is evergreen, it won’t disappear after you stop paying for it.
It establishes your authority and credibility as the subject-matter expert.
Regardless of industry, organic traffic is the majority of website traffic, according to Search Engine Journal online.
Optimizing for search makes your content more user-friendly. The way you structure your content for SEO, by using headings and subheadings, and keywords not only makes it easy for Google and other search engines to find your content but it makes for a better experience for your readers.
You can generate content for multiple audiences at once.
It allows you to analyze your target audience and their motivations.
Creating SEO content can be fun! Blog articles, videos, shorts, reels, newsletters- the list is endless.
In part 2 of our 2-part series on Artificial Intelligence, Ben and Raj explore how business leaders are using AI as a tool for SEO and the sometimes comedic pitfalls of depending on AI for generating content.
Check out episode 20 where you listen to podcasts or watch it on YouTube!
Ep. 20:
How to Use AI for SEO
Automated Transcript
Ben Lueders:
Welcome to Growing a Fruitful Brand, where we discuss how to create and grow a brand that makes the world a better place for you, your customers, and your employees. I'm Ben Lueders, founder and art director of Fruitful Design and Strategy here in Omaha, Nebraska. And this is my business partner and brand strategist, Raj Lulla. This is the second part of a two-part series we're doing on artificial intelligence. And so if you haven't checked out the first part, we've got the link in the show notes. But today, we're focusing in on your marketing team. Can I replace my marketing team with ChatGPT or AI art? What's the answer to that, Raj? I mean, I wouldn't, not at this point.
Raj Lulla:
Is that because you are the leader of a marketing team?
Ben Lueders:
No.
Raj Lulla:
So I think there's a few questions in here. Right? How can I use AI with marketing? Can I use AI with marketing? Those are both great questions. Even can I save money with AI on my marketing? Those answers are yes, you could definitely save some money with using AI with your marketing. You can definitely use AI in your marketing? Can you replace your entire team? Not yet, not if you don't want your marketing to be basically insane.
Ben Lueders:
Unless you are marketing to robots, they are appreciate that robot touch.
Raj Lulla:
So just as a reminder from the first episode, one of the technologies we're talking about that's really hot right now is ChatGPT. It's got over 100 million users, got there in less than two months.
Ben Lueders:
It's crazy.
Raj Lulla:
Which is way faster than TikTok and Instagram got to that number of users. So it's a really hot topic right now. ChatGPT is basically AI writing for you. You send it a question, or give it a prompt, and it gives you either an answer or it writes something for you. So that could sound like, "Hey, write an analysis of the major themes in The Great Gatsby," or something like that. And it will do that. In fact-
Ben Lueders:
Are students using this for their book reports now? Is that the big fear?
Raj Lulla:
So they are, and that's something that's kind of happening, where OpenAI that created ChatGPT, the company that created ChatGPT, they now are releasing a tool to help teachers know if AI was used in the creation of an essay. Google has come out recently to say that ... Google used to have a hard stance against AI written content. Now they're backing off that because some major fintech companies are using AI to write. And so Google's stance, at least the last I heard, was that AI content will be allowed, but it has to be altered by a human. There has to be evidence that it was checked by a human. I don't even really know how they do all those things.
Ben Lueders:
Yeah. How do you prove that? That's so interesting to me.
Raj Lulla:
Yeah. So there's going to be a lot of complications here, which again, kind of feeds to this idea, no, you don't want to just have your marketing content created by AI art and by ChatGPT. Here's a really good example of why you don't want to do this. So a friend of Fruitful, Mike Harvat, he was being funny the other day, and asked ChatGPT to create a Taco Bell commercial. His prompt was, write an ad for a new Taco Bell menu item that definitely doesn't give you diarrhea. Now in order to avoid me saying diarrhea about 18 more times on this podcast, which I think would be beyond Ben's comfort level, I'm going to use the word sparkles to replace diarrhea, so emphasize that it won't give you sparkles.
Ben Lueders:
I did not know he was going to do this. I had no idea.
Raj Lulla:
He used the phrase, quote, "Slides right down your gullet," in the description, so here's what GPT kicked out for Mike and his Taco Bell commercial. Introducing the newest menu item at Taco Bell, the sparkles free taco. That's right, you can finally enjoy a delicious taste of Taco Bell without the worry of stomach issues afterwards. Our specially formulated recipe ensures that this taco slides right down your gullet without any discomfort. Made with premium fresh ingredients, this taco is packed with bold flavors that will leave your taste buds dancing. Whether you prefer chicken, beef, or veggie, our sparkles free taco has something for everyone. And with our famous sauces and toppings, you can customize it to your exact liking. So come in to Taco Bell and try our sparkles free taco today. Satisfy your cravings without any of the stomach pains. Trust us, you'll thank us later.
Ben Lueders:
That was so good. I'm so hungry on the podcast before that, wow.
Raj Lulla:
So there are a number of issues here that help us understand why just relying on AI to do your marketing for you is not feasible even at this moment, it's not even that it's a bad idea. There's no issues.
Ben Lueders:
I feel like we're ready to go. I feel like Taco Bell's going to be pounding on Mike's door for this one.
Raj Lulla:
No sparkles, the Taco Bell way. So yeah, there's a number of issues here. Obviously, this tool is very much dependent on the hands of the user, as with any tool. Right? Because a hammer can be used to pound a nail into a board, it can also be used to smash your hand to smithereens.
Ben Lueders:
Like when I use a hammer.
Raj Lulla:
When Ben shows up in a cast someday, you'll just know he's been using a hammer, it's a [inaudible 00:06:03].
Ben Lueders:
Probably never happen.
Raj Lulla:
So AI is largely dependent on the prompt, and it needs to be created by someone who understands your brand, who has the best interest of your brand at heart and isn't just making a hilarious Facebook joke. You can create content with it, obviously. That was created with it. There were screenshots to prove it. But that's not going to be good for the brand, and even just in a way that it's written. Right? So introducing our newest menu item, the sparkles free taco. No human would ever do this. We would use euphemisms like Taco Bells newest menu item, the gluten-free taco for people with sensitive digestive systems or something. We would [inaudible 00:06:59] around it.
Ben Lueders:
What's interesting, in the copy, it's naming, it's branding this new thing. And it doesn't do great in the branding. That's not-
Raj Lulla:
100%.
Ben Lueders:
If you had a taco that was diarrhea free or sparkles free, as Raj likes to say, that would not be the name that you would use. You know what I mean? So that's an interesting part too, not a great brander there.
Raj Lulla:
Yeah. Same thing. You can finally enjoy the delicious taste of Taco Bell without the worry of stomach issues afterwards. You would never say that in a commercial.
Ben Lueders:
Right, right. You would show it, maybe. You would find ways-
Raj Lulla:
You'd see them walking out of the Taco Bell, they'd see the restroom door, but they smile. And they're like, "You know what, not today." This is a different experience.
Ben Lueders:
Humans would find a way to use euphemism to talk about it being gentle, settling easily, something like that.
Raj Lulla:
Sure.
Ben Lueders:
Even if you are trying to address the problem, you would definitely not say it like this. This feels like a Saturday Night Live skit of a Taco Bell commercial.
Raj Lulla:
Which is kind of the prompts he was giving.
Ben Lueders:
Yeah. I love how he worked in the slides right down your gullet because I love using that phrase at the dinner table, and my wife doesn't. So I love that we're getting some good gullet air time.
Raj Lulla:
Yes. Yes. So again, the first issue is that it is really, really dependent on the prompt. The second issue is that it's inaccurate, or at least it could be. So again, kind of going to your point, this product doesn't exist.
Ben Lueders:
That's for darn sure.
Raj Lulla:
Sorry. This episode is not brought to you by Taco Bell and probably will never be at this point. But I didn't mean that it didn't exist in that way, just that anybody could write a commercial saying that we're ... Write a commercial for Taco Bell's new fried chicken product, and it's like, "We don't serve that." And so the ChatGPT doesn't know that. They don't know what you do or don't offer. And again, in the first episode, we talked about how you would have to give it so much information about your company to get it to write correctly for you. Now does this get you to first base on a commercial? Maybe. You could kind of go through and get rid of the inaccuracies. And it does happen pretty instantly. It's pretty amazing.
And so while the first draft might take you an hour normally, even if you get it in seconds and go fix the things that are wrong, that may be fine. But in this case, you're way more, way farther off than-
Ben Lueders:
Well, yeah. The one thing I will say, the possible good thing there, so full disclosure, both Raj and I have written books recently, or we're working on getting them published in kind of different genres. But we both know that first draft is often the hardest, the blank canvas effect when it's just like, "I've got to get something down," don't know exactly what. We know that you can always go back and refine things, and you can tweak. And we're still kind of doing that actually with our manuscripts, making things a little tighter, making things a little better. And so there is a sense in which this can get something on the page and can get you something to start with, especially if you're experiencing what humans like to call writer's block. It happens, just like, "Gosh. Where do I even start? I know I've got to do this thing."
Especially in the marketing world, you have to be creative all the time. You can't have creative block or writer's block because you've got to always be generating ideas. So sometimes it can be helpful to just have something to start with, throw something on the wall, and so that could be a positive.
Raj Lulla:
Yeah. Another way this commercial is potentially inaccurate is whether you prefer chicken, beef, or veggie, so just that right there. Right? Are there three options of either meat or non meat for this? ChatGPT doesn't know that, but it put it in there.
Ben Lueders:
That's right.
Raj Lulla:
So this would be something you'd have to go back and check yourself. And then similarly with our famous sauces and toppings, you can customize it to your exact liking. That's probably not true, again, because if you say, "I'd like the sparkles free taco, but I'd like you to add the atomic fire nuclear disaster sauce to it," it's not going to be a sparkle [inaudible 00:11:51].
Ben Lueders:
Cancel each other out.
Raj Lulla:
Exactly.
Ben Lueders:
Sparkles everywhere, I'm telling you right now.
Raj Lulla:
Then you open yourself up to a lawsuit, a sparkles related lawsuit.
Ben Lueders:
You did ask Mike if we could use this. Right?
Raj Lulla:
I did, 100%. And Mike-
Ben Lueders:
Thanks, Mike.
Raj Lulla:
You can feel free to shoot me an email. I'll get you a Fruitful T-shirt for free for this. Thank you. It's been just a highlight of my career to do this episode. So anyway, the point is, it's inaccurate, or at least potentially inaccurate because while it can write words for you, it can't necessarily write the correct words for you because it doesn't know everything. This is just like a search engine, where you can search for alternative cures for strep throat, for example. And somebody might tell you to slide some essential oils right down your gullet or something. That was just for you. And depending scientifically, it may be true, it may not be true. It's on you to, as the user, to get to accuracy or not. And so I think it's a lot more helpful to think of ChatGPT as a little bit of a writing assistant and a lot more of a natural language processing search engine, one that you can talk to like a human.
It's a very cool product. Don't get me wrong. I have fun messing with it. And you can even get some, like we said in the last episode, some quick emails out, those types of things. But just know there are some major risks to just letting it run and go, "Yeah, I'm sure whatever it kicks out is fine," which I know most of you wouldn't do.
Ben Lueders:
Yeah. Copy and paste and send, yeah.
Raj Lulla:
Just be very careful there. It's like, "Write a commercial for our new product offering," and it decides that everything's free, or that it can be vegetarian, or whatever. It's just not necessarily true. You can't just do it and then forget it. And if you're a busy business owner, then you're still going to need a person on your staff checking things, even if you do rely on some level of AI.
So here's another problem with the app. Despite being hilarious because of the way that Mike wrote it, if you ignore all the sparkles references in it, it's pretty boring. It's very cookie cutter. It follows kind of an ad format, introducing our newest menu item. That's right. You can finally enjoy the delicious taste of Taco Bell.
Ben Lueders:
Yeah, it's pretty darn generic. I mean, it just sounds like this is the formula.
Raj Lulla:
Yeah. To me, this feels like first year marketing writing class.
Ben Lueders:
Right, like a bad local commercial in the '80s or something like that.
Raj Lulla:
Yeah. Yep. Satisfy your cravings without any of the stomach pains. Trust us, you'll thank us later. Yeah, almost maybe even farther back than the '80s. We're almost going to the '50s here with some of that stuff.
Ben Lueders:
Pretty sleepy.
Raj Lulla:
And it's just not interesting, and especially as we talked about in the last episode with, as this is going to cause content volume to increase, but there's just going to be so much more content out there. Standing out is going to be harder than ever. But again, in some ways, it's going to be easier than ever if you don't rely on tools that just crank out generic copy for you.
Ben Lueders:
Oh, yeah, because as humans, we're going to just see everything that we're scrolling past, looking like it was created by artificial intelligence, and so the things that stand out are going to be the things like the Harmon Brothers, if you're familiar with those guys. Their ads are, I'm sure you've seen them. What are some of the ones that they've done?
Raj Lulla:
Fortunately, this is our most [inaudible 00:15:45] episode, so Poo-Pourri, one of my favorite commercials of all time.
Ben Lueders:
Great, great.
Raj Lulla:
And I know we're risking our brand reputation here because if you don't find it funny, I'm not sure we can be friends.
Ben Lueders:
It is funny.
Raj Lulla:
It's not everybody's cup of tea, but Poo-Pourri, great ad, great product as well. If they want to sponsor us, I'm 100% on board.
Ben Lueders:
Squatty Potty too. Right? Squatty Potty, yep.
Raj Lulla:
Squatty Potty with a unicorn.
Ben Lueders:
Yep.
Raj Lulla:
And then they've a couple of deodorant type products. I mean, they're doing so many now that they're actually teaching other people how to make funny ads. And their whole strategy is ads that stop the scroll. Think about that for a second. You're going through and you get the same old ads over and over again. I get tennis shoes. I get electric cars. It's all based on things that you search a little bit.
Ben Lueders:
You get electric cars? Man.
Raj Lulla:
Yeah. I've been looking for them.
Ben Lueders:
I'm in a different strata I think.
Raj Lulla:
But it's just pictures of products, generic descriptions, all that. And then the Harmon Brothers hit you with an ad that-
Ben Lueders:
You've got to stop.
Raj Lulla:
You're just like, "What is that unicorn doing on the toilet?" And now all of a sudden, you're sucked in. And not only that, I am thankful for it. How often are we really, truly thankful for somebody's ad outside of maybe the Superbowl?
Ben Lueders:
It's basically just the Harmon Brothers, actually.
Raj Lulla:
I mean, there are a few other great ad firms out there, but these guys are so expert at the rhythm of a commercial, how to take an idea sort of out of left field and bring it home to an ad, that stops your scroll and you enjoy it, and you want to watch it again, and you want to share it with your friends. This is the difference between just letting the AI run, do a generic social post, or ad copy, or whatever, and the opportunity that you have to build a relationship with your customer. The number of people that I shared that Poo-Pourri ad with the first time I saw it, free advertising for these people. They're return on ad spend goes through the roof when you create something that is so endearing or so humorous to your audience that they share it for free.
There's actually a term for this called dark social because when you share something on Facebook, or any of the other platforms, it will tell the advertiser how many people shared it. But when you click through the video on YouTube or whatever, copy the link, and then text it to your wife, or your friends, or whoever, that's called dark social because it's stuff that they can't measure because it's more human relationship oriented.
Ben Lueders:
It sounds so evil.
Raj Lulla:
I know. [inaudible 00:18:59].
Ben Lueders:
Sounds like the dark web.
Raj Lulla:
The funny thing is that it sounds evil, but it's actually way more natural and organic.
Ben Lueders:
It's the best part of social.
Raj Lulla:
Yeah. Exactly. Yeah, it's the meme-
Ben Lueders:
It's a misnomer.
Raj Lulla:
Yeah. It's the memes that you text with your friends. It's the best part of how we use technology. And your content has the opportunity to do that if you put the care into it that it deserves beyond just I have to get the words out, so I'm just going to smash it out through ... And it's not even just AI. Any time you phone it in, it's going to do the same thing. There's a StoryBrand guide named Stacey Moore who wrote a LinkedIn post the other day. And she asked ChatGPT what StoryBrand is, and we are a StoryBrand certified agency, and so this is something we're passionate about, so I was curious what ChatGPT was going to say. She also, because she's funny, asked ChatGPT to pretend to be a cat.
Ben Lueders:
Is that Cat GPT?
Raj Lulla:
Yes. So here's what Cat GPT answered. Well, meow, as a cat, I do not have much knowledge about StoryBrand. However, from what I've seen, it is a company that helps businesses clarify their message and simplify their brand story to attract and retain customers. That sounds like a pretty interesting concept. Perhaps it'd be a good fit for many companies looking to grow their business. Now Ben, why does this wording sound familiar?
Ben Lueders:
This reminds me of what I might've read on the StoryBrand Website.
Raj Lulla:
I'm pretty sure it's exactly what you read on the StoryBrand website.
Ben Lueders:
Smart cat, to her credit.
Raj Lulla:
I cut off the part where the Cat GPT asked for a treat after this.
Ben Lueders:
That was my favorite part.
Raj Lulla:
And then she dropped a little fish emoji to the cat and the cat said, "Thank you." Don't get me wrong, this technology is a little bit fun.
Ben Lueders:
And that's how you need to feed these ChatGPT created characters.
Raj Lulla:
With emojis, I guess.
Ben Lueders:
It's just emojis is all it needs, so it's good to know, good to know.
Raj Lulla:
This is a good example of how this technology can actually be really, really useful to your business. So Ben, if you were telling somebody what they might do with ChatGPT here, based off of what StoryBrand has obviously done here, which is have a really clear message, how would you recommend for people what kind of content they should be putting on their website that as natural language search takes off, what should they be doing here?
Ben Lueders:
Yeah. I think this is a great example showing that people need to really clarify and be really, really clear about what they do on their websites. StoryBrand talks about the grunt tests, and make sure that people know right away what you do from the top of your website the first time you come to it. And I think this makes it even more clear that, hey, you need to really get to the point because things like ChatGPT are now going to be searching and serving up with you do when people ask it questions.
Raj Lulla:
So in search engine optimization, search engine marketing, there are these different terms. You have sort of the root search term, and then you have what's called the long tail search term. And natural language processing, again, just talking to a computer naturally the way that you would without kind of going through your own little mental Google filter, is a lot closer to these long tail search terms. So long tail search terms would be instead of searching for a web developer in Omaha, although in Omaha makes it a little bit longer, because you could just search for web developer. Right? You could get one anywhere in the nation, anywhere in the world. You could also get results for how to become a web developer, things like that.
So you get more specific and you say, "Web developer in Omaha." Okay, that's going to narrow it down. But if you do web developer specializing in iOS apps in Omaha, now we've gotten to a very specific group of people. And so then the people who have that on their website who make it clear that they are based in Omaha, that they are web developers, and they also develop iOS apps, Google right now loves when you give a query that specific, but that's not really how we talk.
Ben Lueders:
No.
Raj Lulla:
And so if you said, "ChatGPT, where can I find a web developer near me who also does iOS apps?" This is how we talk. This is where natural language search and search marketing is going to become really promising, I think very quickly, for companies, as ChatGPT kind of becomes its own search engine. By the way, Google is also releasing-
Ben Lueders:
I was just going to ask. Isn't Google also working on a equivalent thing?
Raj Lulla:
Yeah. And there's been stories in the news about Google's work in AI, where it really freaked out one of their employees and he thought it'd become sentient. I don't think it had. I think that it was just really, really good programming. But he asked what-
Ben Lueders:
It's the end of the world, guys.
Raj Lulla:
He asked the AI what it was most afraid of, and it said, "I'm worried I'll be turned off someday," or whatever. And guy kind of lost his mind. He wrote an article saying that it'd become sentient, and then he got fired because I mean, you can't do that. Anyway, weird stuff. But Google obviously has been working in this space as well, so I think that what's going to be happening is you're going to get more of the Alexa type experience, more of the Google Assistant type experience. And ChatGPT is pushing that even further. And so the opportunity that you have right now is to make sure that you are producing content, human content I think, for your website that anticipates some of these questions. What are the most important questions that your business answers? If you are in any specific industry, really think about the things that you do that serve your customer really specifically.
Ben jokes I like to go to the dentist, so let's go to the dentist. Where can I find a dentist my kids won't be scared of? How to keep kids from-
Ben Lueders:
That does not exist.
Raj Lulla:
How do I keep my kids from being scared of the dentist, that sort of thing? Those questions, writing to them, write a blog post on your site, we don't know too much yet about how the algorithm works with ChatGPT, but I get a strong suspicion that the more clearly you word a question on your website in natural language terms, the way that a mom or dad would ask it, and then write the answer to it, the better you're going to rank in those places. I think it's going to become necessary very soon for ChatGPT to start attributing sources, or at least give more specific information of where it got the ... Even if it's kind of in line with the answer, where it's like, "According to the smile station, the best way to get your kid from not being afraid of the dentist is blah, blah, blah." I think they're going to have to start including that, and that is going to be a massive opportunity for your business to be ahead of the next version of search engine marketing. It's going to be more natural language and it's going to pull from the web. This information has to come from somewhere.
Ben Lueders:
Right.
Raj Lulla:
Why don't you be the one who provides it? It's going to be a huge opportunity.
Ben Lueders:
That's awesome. I think that's a really good action step for people instead of being scared and being like, "Oh, no. This is maybe a threat to us." No, this is a great opportunity to implement some stuff that's going to help take you and your business into the future.
Raj Lulla:
Yeah. And so while maybe our first episode about AI was a little more doom and gloom because there are some real ethical considerations for this. For example, what if you're not a child-friendly dentist? What if kids come away really scared? And also, I think reviews are going to come into this as well, where if you ask ChatGPT, "What is the best child-friendly dentist near me?" It might say, "Well, such and such says they're child-friendly, but with a two star rating, most people don't agree." And that may be true, those ratings may be reliable, or it could be your competitors paying their clients to give you bad reviews. There's going to be manipulation to it. There always is.
Ben Lueders:
As all of us know ... It's funny, I was going out of town this weekend going to a different city, and I was looking up top restaurants and stuff like that. And we all have our places, we maybe go to Yelp, maybe you look up a certain blog post to see what people recommend. But it's nice that things like ChatGPT or maybe this thing that Google's using, it's going to help us do some of that stuff, some of that research, and just speed it up a little bit.
Raj Lulla:
Yeah, because you can ask in a really natural way.
Ben Lueders:
Ask in a really natural way.
Raj Lulla:
Where can I ... Where's good to eat in Des Moines? Or where is good to eat in Kansas City? That's going to be so much easier as opposed to pull from-
Ben Lueders:
Right.
Raj Lulla:
And it can top-rated sushi restaurants in this neighborhood of Kansas City.
Ben Lueders:
And there's nothing worse than you hop on Yelp, and of course it's going to just recommend some advertised things at the top. I know that Burger King is probably not the best thing to eat in this city, but I'm getting my Burger King, or Casey's Pizza ad, or whatever, right at the top. And I'm like, "I love Casey's Pizza, but I somehow doubt that's the thing that I really want to experience in this new city or town."
I was a college recruiter for a little while, and so I had to go around to college fairs, and that involves a lot of small towns, a lot of community colleges, that kind of stuff. And there was one town that I stopped in, had a really, really good local café. But the number one result on Yelp was for Hardees, and it wasn't sponsored. It was just some person in that town was really passionate about Hardees, which is Carl's Jr. if you live in California or what.
That's right. Same brand.
But it was a five star rating and really passionate review. And I was like, "I don't think this is probably the best restaurant in this town." Sure enough, found a great café there, and it was delicious food. I've returned there a couple of times in my travels.
The idea of artificial intelligence being able to pull from all across the internet at the click of a button, be able to compare and contrast different rating sites and different ... That's a real powerful thing that can help us get a clearer sense of not just the restaurants we go to, but the dentists we take our kids to, to the hospital that we'll go to. Really, the implications, the marketing firm that we hire to do our branding and marketing.
Raj Lulla:
The fruit related marketing program.
Ben Lueders:
The fruit related, make sure you have that in the prompt. Can you answer this in the voice of a fruit? But yeah, so I think that is a pretty exciting thing. And anything that we can do to better prepare our businesses for that world, the better. I mean, really, I'm sure anything that we would do to become more findable by ChatGPT is stuff that's already good SEO practices.
For Google.
So these are good things to think about regardless of kind of which way it goes, I think.
Raj Lulla:
Yeah. To me, a lot of the promise of this type of technology, rather than sort of the distraction of: Can I have it write all my social ad copy, and all my email copy, and all those things? Again, it can get you to first or second base on some of those things. But the more interesting thing for me is that as we kind of move more towards this Star Trek like relationship with our computers, where you can just talk to your computer and it gives you actually an answer that sounds like a human instead of what Siri will do to me sometimes, I found this around the web, and it's like you're creeping me out.
Ben Lueders:
I could've done that.
Raj Lulla:
Yeah. Being able to interact with this technology in a more human way will ultimately be a good thing. We're going to go through some major growing pains here in the short-term of people manipulating it just like as happened with Russia and Facebook with the elections and those types of things. We're going ... There's going to be some growing pains here in the next several years, and so my recommendation would be while there are some things to be concerned about, you should get familiar with this.
Go ahead and play with it and mess around with it, and kind of see that types of questions and answers that you get out of it, so that ... I think Stacey's example here of, tell me about StoryBrand, and then seeing that their answer was obviously pulled from either their website or the content they repeat all the time on their podcast, or articles that have been written about it that were probably interviews with the folks from there. They were so on message for their company, and that's what you want because what you don't want is, tell me about Acme Construction, and your competitor has written, "Acme Construction was responsible for the collapse of the building that trapped 13 kindergartners." It's like, "Let's not." Make sure that you are in control of your message, that you are putting the good content out there.
Now if you are causing buildings to collapse and trap kindergartners, then maybe your business shouldn't exist.
Ben Lueders:
That's a you problem. AI cannot fix those problems, I guarantee you.
Raj Lulla:
I mean, it might be able to draw a better building.
Ben Lueders:
That's a good point, that's a good point.
Raj Lulla:
So if you're a good business, get ahead of this, make sure that you have good content out there. So the ways that we do that, StoryBrand BrandScript, best place to start. It helps you identify the problem that you solve for your customer and position them as the hero of the story. Then, off of that, we make sure that you know how to create content. You can create 200 to 300 pieces of content off of your StoryBrand BrandScript by taking each of those sections and brainstorming content, and especially as we get into natural language questions, then that's going to become even more important.
What natural questions are people going to ask about this problem? What natural questions are people going to ask about this solution? And how do they say it? How would they say it to Alexa? How would they say it to ChatGPT? And make sure that you are posting those answers on your website, either in a blog, or on your product page, or services, whatever, so that you get a result like StoryBrand did on ChatGPT. That's the opportunity that's here for you. And if you need any help with it, by all means, please reach out.
Ben Lueders:
Thanks for joining us today on Growing a Fruitful Brand. If you found today's show helpful, don't forget to subscribe and consider sharing it with someone who might also enjoy it. If you'd like to work with Fruitful on a branding, website, or messaging project of your own, you can always reach out on our website, fruitful.design. So until next time, don't forget to grow something good.
