In today’s episode, co-host Shaheen Samavati chats with Marty Englander about using AI for content creation, specifically ChatGPT.

Marty is an entrepreneur with a popular YouTube channel and TikTok account showing small- to medium-sized businesses how to automate their business systems. Over the past two years, Marty has extensively reviewed several AI tools that assist with content creation and management. 

During their conversation, Marty shares his experience with ChatGPT, the AI tool that has taken the world by storm since coming out in November 2022. He also shares insights on how businesses can take advantage of AI tools, how to know which ones are worth trying out and why it’s best to start getting familiar with AI tools now.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple or Spotify, and read a recap of the conversation below!

Why is everyone talking about ChatGPT?

ChatGPT lends itself well to virality on social media—it’s free, anyone can use it, and it’s easy to create content around it. 

Once content creators discovered ChatGPT, they started marketing it on TikTok, and it quickly went viral. Much of the content also focused on students using ChatGPT, leading media outlets to talk about things like students using ChatGPT to cheat on tests or write essays—and it just blew up.

“Content creators really emphasized the lazy aspects of humanity—for example, you don’t need to write essays anymore—and also the human aspect, where the tool is like a personal assistant. You just put in information or ask a question, and it responds—and it’s so accurate.” – Marty Englander

How can small- to medium-sized businesses benefit from AI?

Working alongside his father’s accountancy business, Marty has first-hand experience with the troubles that small- to medium-sized businesses go through as they grow. Many often get to a point where they’re doing everything themselves as they don’t have the budget to outsource or invest in large marketing campaigns.

That’s where AI can assist. AI and automation tools can start taking over roles and really become an asset to the company.

“You’ve got to adapt. If your physical business can no longer do things and you don’t want to go out of business, you need to look at the next evolution of going online and making it work.” – Marty Englander

Why would people pay for AI writing tools vs. using the free version of ChatGPT?

ChatGPT is very conversational and requires you to keep entering commands. This still requires you to be involved in every part of the writing process—and doesn’t help with streamlining your workflow.

Meanwhile, tools like Jasper have templates where you simply put in a title, and it takes you through the journey of writing a full article. You don’t need to learn extra commands as the software tells you what to do. ChatGPT doesn’t do that—for now, anyway.

“Business-oriented tools are more about streamlining processes, which is the main difference between them and ChatGPT.” – Marty Englander

How do you know which AI writing tools are worth trying out?

With the influx of AI writing tools, it’s hard to know which ones are worth trying out.

“They all basically use the same foundations. Choosing one depends on what you want to use the tool for. Sure, you want to write content with it, but to what extent? Do you want the tool to be more of a personal assistant to you? Or do you want a tool that’s going to do it all for you?” – Marty Englander

Be realistic with how much you’re going to be using the tool. Most tools have free trials, so try them out and see what works. Also look for reviews online. 

As Marty says, the AI writing market is pretty competitive. The ones you’ll likely find in a Google search are probably treating it like a business and not just a cash generator. So they’ll be worth your while.

How much editing does an AI-produced article typically need?

According to Marty, once getting the hang of the software, you can start churning out 3,000-word articles in about 30 minutes.

“You want to apply the 80/20 rule. 80% of the heavy lifting and writing is done by the writing tool. 20% should be you doing fact checking, making sure it flows correctly and humanizing it a little bit more.” – Marty Englander

Marty adds that the time it takes you to use AI to create content depends on your understanding of how to write an article in the first place. The more you know about writing, the better your commands will be. 

Additionally, the more you write with the higher quality tools, the more it understands your tone of voice and writing style. So the more you use it, the better your output will get. 

Besides AI writing tools, what other AI tools are useful for content marketers?

“AI tools are also good for idea generation and getting your thoughts organized, so more like using it as a writing assistant.” – Shaheen Samavati

AI image generators, like Hotpot, are also getting quite popular. Another is training AI to pick up your voice for it to output your voice—so it’s not robotic, as it’s actually your voice. Synthesia is an example of this type of tool.

Marty also mentioned no-code applications, like Bubble, that allow non-tech people to develop their own in-house tools—from CRM systems that integrate AI to live chatbots without any code.

AI is going to creep into more and more of the software that we use daily, as Shaheen says:

“Any business application worth its salt is somehow implementing AI to stay relevant.”

For business owners not yet using AI tools, how much longer can they afford to wait?

It depends on the business, but you shouldn’t wait too long. 

“Any white collar business that’s not seeing a way to implement AI into their daily activities, whether that’s enabling a live AI chatbot on their website to answer questions directly or having a serious infrastructure change with what they’re doing, are really going to start feeling it over the next five years or so. How can they not?” – Marty Englander

Even people who aren’t tech-savvy will start exploring using AI to make their businesses more effective. It will soon become mainstream, and there are many advantages to being an early adopter.

“It’s coming, and it’s not going anywhere. It’s just going to get more and more and you don’t want to be phased out. You especially don’t want your customers to know more about what you do than you do simply because they’ve got tools like ChatGPT.” – Marty Englander

What’s next for AI applications?

Marty says that video will be the next big thing in AI for content creation. You already get AI tools that create full-blown videos, whether it’s typography-style or animated videos.

But it’s getting more exciting. Marty just joined a waiting list for a tool that looks like it’s going to change the game:

“The difference with this tool is that you can literally say what you want each scene to do and also ask it to create the text for the sales pitch.”  

Once it becomes mainstream, it’s really going to blow up—especially if you can create your own avatars with your own personalized voice. There is massive potential for businesses to create more video content.

You can check out Shaheen’s speaker profile if you’d like to have her speak at your next event or be a guest on your podcast.

Find Marty on YouTube, TikTok and his website.

Check out more posts and podcast episodes on AI and content creation:

To read the full transcript, click on page number 2 below.