One multimillionaire's GPT-4 hacks, what Bing's resurgence means for paid search

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AI Marketing School Newsletter #10

How multimillionaires write blogs with ChatGPT

Multimillionaire David Sacks is the Co-Founder of VC firm Craft Ventures, esteemed member of the so-called ‘PayPal Mafia’, and ⅓ of the All-In podcast.

He’s pretty damn intelligent—so there’s lots we can learn from him.

For example, like how he uses ChatGPT to write blogs that other smart people read.

What marketers need to know

Here are a few examples.

1. Using AI to improve a draft article

Sacks had written a draft of an article that provides sales advice to SaaS startups. He then:

• Asked GPT-4 for suggestions on how to improve it

• Got it to write a new draft implementing its suggestions

• Used it to brainstorm (and write up) additional examples for specific sectors

2. Write a blog post from scratch

In this example, Sacks wanted to write a completely new article explaining the ‘Give-to-Get’ business model. He used GPT-4 to:

• Conduct background research to make sure he was on the right page

• Explain abstract concepts

• Improve his blog’s formatting, adding in tables, headings, and separating concepts into different buckets

• Ask for relevant case studies and incorporate them into the text

Bing’s resurgence opens up new advertising opportunities

For many years, Bing was the perennial butt of browser-based memes. People couldn’t understand why it still existed—and nobody seemed to use it.

But that’s all changed after Bing’s AI glow-up.

The new AI-powered Bing is a far cry from its predecessors. It provides a hybrid search/AI experience that Microsoft labels “your copilot for the web”.

It’s so good that the browser now boasts 100 million daily active users—a staggering 6X increase from before the search engine incorporated AI.

Why should marketers care?

Microsoft has recently announced that it’ll incorporate ads into Bing’s chat outputs as ‘Ad’ citations (see below).

But with marketers sleeping on Bing for years, this represents a potentially huge (and largely untapped) advertising opportunity.

Note: Microsoft is currently testing this feature with Microsoft Start partners, meaning not all companies can advertise on the platform. Yet.

However, if it works as intended, your paid search budget might look unrecognisable this time next year.

3 quick tips for creating a hybrid human-AI content strategy

Content agency Verblio has written over 2,000 pieces of AI-assisted content. Here are 3 tips on how to make the most out of your AI and human resources to create a hybrid content strategy, courtesy of Verblio’s Director of Content Marketing, Ryan Sargent.

1. Use the hub and spoke model, with a central "hub" piece serving as the main topic or theme, and supporting "spoke" pieces branching out from it that explore relevant subtopics. Get humans to write the highest-value Hub pages before leveraging AI to create the Spokes pages that link back to them.

2. Ask yourself, "What can my audience create themselves using AI?". Then, "How can I add an extra layer of value on top?”.

3. Use AI to enhance content creation for those medium-difficulty keywords that content teams often neglect.

This’ll make you chuckle

Jim Fan recently put Adobe Firefly to the test versus Midjourney. It’s pretty clear which tool came out on top.

Check out the rest of the thread for more examples. Firefly’s version of Super Mario is equal parts hilarious and horrifying.

Recommended Reading

1. How AI is infiltrating influencer marketing

   TL;DR: Influencers are flocking to AI as they seek to automate menial manual tasks. However, some are concerned that the rise of AI-generated content will create a monotonous stream of ads and the rise of look-alike creators.
   

2. ChatGPT Lifts Business Professionals’ Productivity and Improves Work Quality

   TL;DR: An MIT study finds that ChatGPT improves workers’ productivity by an average of 59% and improves the quality of their work by 10%. The authors note that AI “reduced skill inequalities” and changed how professionals spend their time.
   

3. BuzzFeed Is Quietly Publishing Whole AI-Generated Articles, Not Just Quizzes

   TL;DR: Buzzfeed has produced 40 or so travel guides that have been entirely written by AI. Only, they’re comically bland, with lazy tropes and almost the same exact phrases repeated verbatim from one guide to another.

Thanks so much for reading. With the abundance of content on the internet, your attention means a lot. If you have any suggestions or feedback on how we can improve the newsletter, please shoot us a reply. We'd love to hear from you!

Until next time. Happy marketing.

Tom and Charlie