Written by Content Manager Siobhan Johansen
ChatGPT and other generative AIs have piqued everyone’s interest in the last year. Every marketing newsletter seems to have at least one article regarding the ever-expanding topic. When ChatGPT first hit the world in November 2022, it started as more of a curiosity, but has proved to have staying power. Multiple platforms have integrated AI into their systems like Grammarly, Hubspot, and Meta, and people in every imaginable amateur and professional sector are busy using it every day.
With this being such a hot topic, we wanted to run a ChatGPT experiment. How does an article written by ChatGPT compare to one written by a human? We went into this with an open mind, looking to learn something new about the platform and its capabilities.
The article we’ve chosen for comparison is Spawn’s Seven Things Marketers Can Learn from Taylor Swift post from July 2023. To run this experiment, we gave three prompts to ChatGPT:
- Basic prompt: Write a blog post about seven things marketers can learn from Taylor Swift.
- Detailed prompt: Write a 1000-word blog post about the seven things marketers can learn from Taylor Swift with examples from her music, tour, Instagram posts, and other marketing tactics. Use a heading for each section.
- More detailed prompt: Create a 1000-word blog post about “seven things marketers can learn from Taylor Swift.” Write it in a “casual, fun but professional” tone. Use transition words. Use active voice. Use creative titles for the blog post. Add a title for each section. Ensure there are a minimum of seven sections with an introduction and conclusion. Each section should have a minimum of six sentences, with two sentences about what the marketing takeaway is. Use references to her inside jokes with fans and her music.
To report results, we’ve included the first two paragraphs of our blog post, as well as each prompt as samples. Here’s a sample from our original blog post:
Taylor Swift is in the middle of a record-breaking tour and just released her third re-recorded album, Speak Now, on July 7th. Besides her musical talent, Swift is a marketing mastermind. Intentional, yet authentic, she’s mastered the art of timing and audience engagement. Let’s dive into seven ways we’re inspired by Taylor Swift as marketers. Because it’s clear, she’ll never go out of style.
#1 Easter eggs
After releasing 10 original albums, and three re-recordings, Swifties are constantly begging their pop queen to release more music. They are speculating when the next re-recording will be released or even what her eleventh album will be. Long story short, Swift knows how to keep her audience wanting more. She is constantly weaving messages within her lyrics, music videos, Instagram post captions, and even her outfits. Swifties love decoding her cryptic messages, and she loves sending them out! In a 2019 Entertainment Weekly interview, she stated, “I love that they like the cryptic hint dropping. Because as long as they like it, I’ll keep doing it. It’s fun. It feels mischievous and playful.” The satisfaction of solving her lyrical puzzles gamifies the listening experience and makes the audience feel a part of the releases.
Key takeaway: Keep your audience/customer base engaged and wanting more by teasing product releases in fun ways or switching up how you promote your brand.
Now let’s dive into the results using ChatGPT!
A) Basic Prompt
Write a blog post about seven things marketers can learn from Taylor Swift.
Sample from full ChatGPT article:
In the ever-evolving landscape of marketing, drawing inspiration from unexpected sources can often lead to innovative strategies and breakthroughs. One such unexpected muse is the globally acclaimed singer-songwriter, Taylor Swift. Beyond her musical prowess, Swift has demonstrated remarkable business acumen and marketing savvy throughout her career. In this blog post, we explore seven valuable marketing lessons that professionals can glean from Taylor Swift’s success.
Authenticity is Key
Taylor Swift’s authenticity has been a cornerstone of her success. From her candid lyrics to her genuine interactions with fans, Swift has built a brand rooted in authenticity. Marketers can learn that sincerity and genuineness resonate with consumers. Brands that embrace authenticity foster deeper connections with their audience, building trust and loyalty.
Results
- Word count of full ChatGPT article = 506. The seven things included in the prompt probably helped to give structure to the length. However, it is the shortest of all the ChatGPT articles.
- No specific examples were given. Just general and broad statements about her music, career, etc.
- The blog did include headings for each section without adding that request to the prompt.
- Overall this version was bland. There were good points included, but the article didn’t have that extra sparkle for engagement. Granted, it was the most basic prompt, so let’s see if there is a little more dazzle with the next one.
B) Detailed Prompt:
Write a 1,000 word blog post about the seven things marketers can learn from Taylor Swift with examples from her music, tour, Instagram posts, and other marketing tactics. Use a heading for each section.
Sample from full ChatGPT article:
Seven Marketing Lessons from Taylor Swift: A Symphony of Success
- Crafting Authentic Narratives
Taylor Swift’s music has consistently been a reflection of her life experiences, woven into narratives that resonate with millions. Marketers can take a cue from this approach by embracing authenticity in storytelling. In her album “Speak Now,” Swift takes a bold step by penning every song herself, turning her personal stories into a powerful marketing tool. This authenticity not only enhances her brand but also creates a connection with fans who feel a genuine part of her journey.
Example: In her hit single “Love Story,” Swift masterfully reimagines Shakespeare’s Romeo and Juliet, infusing it with her own emotions and experiences. This authenticity in storytelling not only appeals to fans of classic literature but also allows Swift to connect with a broader audience, demonstrating how personal narratives can have universal appeal.
- Digital Innovation and Engagement
Swift has been at the forefront of embracing digital platforms to connect with her audience. From her strategic use of social media to connect with fans directly to leveraging streaming services, she demonstrates the importance of adapting to digital trends. Marketers need to recognize the power of online engagement and incorporate it into their strategies.
Example: Swift’s interactive social media campaigns, such as the “Secret Sessions” where she invited fans to her home for exclusive album previews, showcase the potential for brands to create intimate and memorable online experiences. This level of engagement fosters a sense of community and loyalty among fans.
Results:
- Word count of full ChatGPT article = 736. We asked for 1,000 words.
- Started off strong with a fun title: Seven Marketing Lessons from Taylor Swift: A Symphony of Success.
- No introduction was included, but there is a conclusion at the end.
- This prompt pulled in more specific examples like going into a short analysis of the song Love Story and including a reference to Shake it Off as well as some albums. On the flip side, this article focuses more on those song examples than pulling out specific marketing takeaways.
- Out of the seven topics, two are a bit redundant and would need to be reworked.
- The conclusion pulled a direct line from the prompt.
C) Most Detailed Prompt:
Create a 1,000 word blog post about “seven things marketers can learn from Taylor Swift.” Write it in a “casual, fun but professional” tone. Use transition words. Use active voice. Use very creative titles for the blog post. Add a title for each section. Ensure there are a minimum of 7 sections with an introduction and conclusion. Each section should have a minimum of 6 sentences with two sentences about what the marketing takeaway is. Use references to her inside jokes with fans and her music.
Sample from full ChatGPT article:
Introduction: Setting the Stage
Hey marketers, ever wondered what Taylor Swift and your brand have in common? Well, more than you might think. The pop sensation isn’t just about catchy tunes; she’s a marketing maestro. Let’s dive into seven things that Swift does like no one else, and how you can channel some of that ‘Shake It Off’ energy into your marketing strategies.
Lesson 1: Storytelling Like T-Swizzle
Takeaway: Create narratives that sing to your audience.
Swift doesn’t just write songs; she spins tales that captivate. Whether it’s heartbreak anthems or tales of star-crossed lovers, there’s a story in every lyric. As marketers, we can learn to weave compelling stories into our brand narratives. Whether it’s through social media, content, or ads, let your audience be a part of a story that resonates with them.
Results:
- Word count of full ChatGPT article = 622. The prompt asked for 1,000 words.
- Two of the other requirements of the prompt were not fully covered: Each section did not have two sentences of takeaways, and each section didn’t have a minimum of six sentences.
- This version used more interesting language and felt more personal than the previous two. Including tone in the prompt was helpful here.
- There is a specific instance where the article says “…she’s a marketing maestro” where a fan of Swift would write “…she’s a marketing mastermind” to add a reference to one of her songs.
- Also, it would have been nice if there were more nods to her lyrics, “easter eggs” if you will, sprinkled into the article. This could have been added to the prompt to get a more robust article.
Overall takeaways:
- Make sure you verify that all aspects of the prompt are covered. Things like word count and any other hard requirements like sections, section headers, or keywords to include.
- It’s easy to assume things when feeding a prompt into ChatGPT, but that also opens you up to more edits needed. So if you are working with ChatGPT, make sure you spend some time crafting a detailed prompt.
- The overall information included in each article was solid. No false statements were made.
- The ChatGPT articles were missing the personal touch (and excitement) that comes from having someone write this who has grown up listening to Swift’s songs and decoding easter eggs, waiting for album releases, and talking to friends about everything that is Taylor Swift and why we love her and think she is brilliant.
- The nuance and creativity that a human writer provides give us the opportunity to evoke an emotive response that just doesn’t quite deliver in the same way via machine-generated content.
This fun exploration taught us a few things. First, that the deliverable is only as good as the prompt. The ChatGPT written articles were crafted well overall, included good information, and mostly delivered on the requirements asked for in the prompts. Secondly, even though it might be possible to manufacture the human sparkle with a detailed enough prompt, we would rather go to the human writer. Lastly, we will continue to experiment with ChatGPT and the other AI tools out there to help supplement our workflow and agency where relevant. It’s efficient and makes us nimble and sometimes even smarter. Even if it’s just smart, good practice to speed up productivity for both Spawn and our clients.
