Podcast Summary: Small Business Quick WINS with Jay Schwedelson Presented By Thryv
Episode: Using AI Tools Effectively for Small Business Content Creation with Amanda Zantal-Weiner
Release Date: November 26, 2024

Introduction

In this enlightening episode of Small Business Quick WINS, host Jay Schwedelson welcomes back Amanda Zental-Weiner, the Head of Content at Thrive. With her extensive background managing content at notable platforms like Search Engine Journal and HubSpot, Amanda brings valuable insights into leveraging AI tools, specifically ChatGPT, for content creation in small businesses.

The Emerging Role of AI in Content Creation

[00:56] Jay Schwedelson introduces the episode's focus on using ChatGPT effectively for small business content creation. He highlights Amanda's expertise in utilizing AI responsibly to enhance rather than replace human creativity.

Amanda Zental-Weiner emphasizes the nascent stage of generative AI tools like ChatGPT, noting,
“Generative AI is basically the fancy word for tools like ChatGPT that generate some sort of content, whether it's written words or imagery, sometimes sound in a way that very closely resembles the way a human would do it.”
[02:42]

Using ChatGPT as an Editor vs. a Writer

Amanda shares her contrary stance on using ChatGPT to replace human writing.
“I don't love asking AI or ChatGPT to do the writing for me. There are good, you know, if that's your thing, you're short on time. I'm not going to fight you on it, but that's... Personally, I don't like using it as a replacement for human writing.”
[04:12]

Instead, she advocates for using ChatGPT as a sidekick or editor, assisting in brainstorming ideas and refining content to match the desired tone of voice. This approach ensures that the content remains authentic and engaging, aligning with the brand's personality.

Enhancing Content Quality Through Collaboration

Jay and Amanda discuss the importance of iterative collaboration with ChatGPT to refine content. Jay points out that merely accepting the first output can lead to subpar performance on platforms like social media and search engines: “They can tell what is AI created and what is not, and they depress the performance...”
[06:04]

Amanda concurs, mentioning the necessity of iterative refinement: “They’re still a robot at the end of the day and it's not always going to get it right the first time... But I think that what's going to help me figure out maybe what I want to say.”
[08:52]

This collaborative process helps small business owners hone their messaging, ensuring it resonates more effectively with their audience.

Practical Applications and Success Stories

Amanda provides practical examples of how AI tools can streamline content creation:

1. Refining Promotional Content: Amanda recounts using ChatGPT to develop promotional copy for a webinar. While the initial drafts were overly technical, iterative feedback helped align the language with a more conversational and approachable tone.
   “This is not how human beings speak... I would say, well, Jay, you are a bot.”
   [06:30]

2. Synthesizing Customer Feedback:
   Jay shares a unique use case where he employs ChatGPT to analyze a large volume of customer reviews: “We are uploading a chatgpt and we're saying give us the 10 most common things that people love the most in reviews and the 10 most common things that people are frustrated by.”
   [10:16]

   Amanda expands on this by highlighting how AI can aggregate and summarize feedback from various sources, such as emails or meeting recordings: “Some of these video streaming platforms, they have a way of summarizing what was said... that's going to help you do your job.”
   [10:56]

These applications demonstrate AI's potential to save time, enhance decision-making, and drive content strategies based on real user data.

Balancing Efficiency with Authenticity

Throughout the discussion, both Jay and Amanda underscore the importance of maintaining authenticity while leveraging AI tools. Amanda humorously notes her reluctance to anthropomorphize AI: “I try to be nice to Chat GPT because actually at an off site we had earlier this year, somebody was saying, I always say please and thank you because someday if, if Chachi BT takes over, you know, and becomes our AI overlord, you know, it's going to remember who said please and thank you.”
[08:52]

This balance ensures that while AI can enhance productivity and creativity, the human touch remains integral to content that truly connects with audiences.

Conclusion and Final Thoughts

In wrapping up, Jay and Amanda reaffirm the benefits of integrating ChatGPT into small business operations when used thoughtfully. They encourage small business owners to view AI as a collaborative tool rather than a replacement for human ingenuity.

Amanda concludes with a positive outlook on AI's evolving role in content creation:
“This is helping me figure out the right way to say it. And I think that messaging to be what I want to sound like to my customers.”
[10:56]

Key Takeaways

• Use AI as an Assistant: Employ ChatGPT to brainstorm ideas, refine content, and ensure consistency in tone, rather than relying on it to generate complete content autonomously.

• Iterative Collaboration: Engage in a back-and-forth process with AI to enhance content quality, ensuring it aligns with brand voice and audience expectations.

• Leverage Data Synthesis: Utilize AI to analyze large datasets, such as customer reviews or meeting summaries, to inform content strategies and business decisions.

• Maintain Human Authenticity: While AI can significantly enhance productivity, maintaining a genuine human touch is crucial for authentic engagement with audiences.

By thoughtfully integrating ChatGPT into their content creation workflows, small business owners can unlock new efficiencies and elevate their marketing efforts without compromising authenticity.

Connect with Amanda Zental-Weiner:
For more insights and actionable tips, connect with Amanda on LinkedIn and explore Thrive's free resources for small business owners at Thryv.com.