So What? AI Assisted Content Marketing

Well, hey everyone, happy Thursday. Welcome to So What, the Marketing Analytics and Insights live show. I'm Katie, joined by Chris and John. Um, this week, we're actually doing essentially sort of what Chris likes to call a bake off. Um, but basically what we're doing is we're gonna be looking at different AI-assisted content writing tools.

Because a few weeks ago I started this project of seeing if an AI assisted writing tool could help me produce more content and in that really to sort of get me started with writing the content versus writing it for me. And so we're gonna be looking at five different tools and sort of going through the use cases for an AI-assisted content writing tool and how to build a process around it. So before we get into the different tools, Chris, do you want to walk through a little bit of the technology behind an AI assisted writing tool and sort of you know where these came about? Sure. So most of the modern writing tools these days use a technology called Transformers.

Uh nothing to do with the 80s toys, which were awesome, or the Michael Bay movies. What they do is essentially take in really large amounts of writing, large amounts of of written text. And if you can imagine like a spotlight traveling across a stage, that's essentially what this technology does is it sort of reads through text and develops probabilities. Like if I say social media, what's the next word that comes to mind? For some people it's marketing, for some people it's analytics and so on and so forth.

Um you ever played a game at a party where you start quoting pieces of song lyrics, right? Uh almost everybody knows the next word or set of words in in certain songs. That's essentially what transformers do. They have these really, really, really large, uh, they're called embedding spaces, but it's just a way of saying here's the probability that the next logical set of words in this moving window is going to be X or Y or Z. And in doing so, when you ask it to create something based on a prompt, it will look for all the embeddings that are related to that thing, and then start generating text from those things.

So again, thinking of like famous song lyrics that you know. If I say it's nine o'clock on a Saturday and you're a 70s fan, um you probably know the regular crowd shuffles in. That's Billy Joel's piano man. If I started um to, if I said write a song about you know being a piano player in a bar, it would probably borrow from some of that text uh and and generate from that. So that's kind of how the technology works.

There are limitations. The key limitations are it's trained on a lot of existing text. And let's be honest, a lot of the existing text is not great, right? It's not great writing, it's not pure surprise winning. It's you know, a lot of it's kind of okay.

And so the tools will inherently generate writing that is also okay, right? It's not going to generate uh uh purely surprise winning content. And the second problem they have from a technological perspective is something called attention uh tool called attention memory deficits. These tools don't remember what they write because they don't actually understand anything. So you could type into some of them six plus seven, the word six plus seven equals, and it will come up with something that has no relation to what the next word should be, which is 13, right?

Because we know logically that would be the next word in that sentence, but these tools don't understand that. So what I'm hearing you say is there's a good reason why my phone no longer autocorrects uh to ducking. Because I've trained it on the word that I really want it to be using. Yes, but your phone uses a different architecture, it uses something called an LSTM, long short-term memory, as opposed to Transformers. But yes, it's similar in concept.

Sort of the well, it's the predictive text, basically, is what it comes down to is if this, if this is what I'm if I'm reading hundreds of millions of pieces of content, and someone asks me what is the next word in, you know, social media, then based on all of those things, that's the predictive text. It's gonna be marketing or manager or you know, whatever the thing is. And I what I'm understanding is like your phone essentially sort of does the same thing. It's the natural language processing to say, okay, based on the type of content that this individual user creates versus the big widespread these content writing tools, this is the next likely word that I'm gonna suggest. That's right.

And with these larger language models, you can do what is called fine tuning, where you would take, for example, OpenAI authors this. You would give you take its starting model, like the Da Vinci uh GPT 3 model, and then you give it your entire corporate blog. And you can say, okay, now I want you to learn from this writing style and tune it so that what you create sounds more like our corporate blog. That would be an example of fine-tuning it to make it a little bit more custom. Okay.

So I don't want to get too too bogged down in the weeds of the technical details. Because what I think a lot of us, myself, you know, maybe John, John, you tend to be more technical than I am. Is what we're trying to understand is are these tools that can help us do our jobs more efficiently? Um, you know, and so like I said, I'm not trying to replace the task of actually writing the content. What I'm trying to do is sort of get like a head start on writing the content because that's what takes me the most time is actually getting the content started.

And what I found at least so far is these tools can at least give me like a rough outline is something to react to. And when I have that thing to react to, I'm like, oh, okay, now I know exactly what to do. And it takes me a fraction of the time to finish the post, start to finish. Um, John, do you use any predictive text or content writing uh tools for any of the stuff that you do? No, I really haven't been able to take advantage of any of that stuff.

You know, I've started to look for blog posting and getting some content out there. But yeah, no, and like everything that I have is like a half list of like cutting edge topics. You know, there's like stuff that's not out there, and I haven't found anything that's an easy enough tool for me to just throw stuff in and see what I can get out of it. And so that's what I'm hoping we'll dig into a little bit today, see if there's something that should be on my radar that uh I I could put to use without having to go through a whole ton of configuration. Well, I think that is exactly what we're gonna be doing today.

So, Chris, where do we want to start? Let's start with um just talking about the different tools that we're gonna be testing. So we're gonna be testing five different tools. We're gonna start, we have uh outranking.io, uh, which uh they were kind enough to extend us a an account, uh gocharlie.ai, which again they were kind enough to extend us an account. Uh we signed up for a free trial of lately.

Uh we have a paid account with OpenAI, which is sort of the granddaddy of them all in terms of language models. I tried signing up for a free trial with Jasper AI, but um they require a credit card. They say it's a free trial, and then at the bottom it says actually we're gonna charge you a card money and it'll the charge will be dropped in a couple days. So I said, no, we're not gonna do that. Uh so they're not in the consideration anymore.

And instead, we're gonna use copy AI. So these are the five tools that we're gonna use today. Several of these have similar features, like a you know, a one-click blog post kind of thing, uh, and others have you know slightly different features. So let's start with let's start with open AI, which is probably the one that people have heard the most about. It actually doesn't have much of an interface because the company is sort of the back end for a lot of these other tools, a lot of these other tools integrate with it, but they do give you this playground to try this out.

Their software works best with a prompt. So um let's go ahead and come up with a prompt. We're gonna do this. Write a six, let's see, write six paragraphs about the importance of social media ROI. Now, before I hit go on this, Katie, what are you expecting it to write about?

I'm expecting it to write uh something along the lines of uh what is social media ROI, why you need to consider social media, what is ROI, which is return on investment, um, and maybe a little bit about how to calculate it, but the importance really being like, you know, maybe ticking down reasons like um, you know, so that you can set more accurate budgets, so that you can resource, so that you can, you know, fine-tune your campaigns so that you know what the heck happened. So I would expect to see those general ideas in there. I think that makes good sense. I put together this outline. Um, this is from uh a talk I did a couple of years ago that would essentially be kind of like, you know, uh what I would expect of a proficient human, what what they should write about.

So exactly what you talked about, Katie. What is social media ROI? Defining social media, defining ROI. Why do we care about this? You know, how do you calculate social media ROI, and then what do you do next?

And uh you may see a blog post like this on the Trust Insights website at some point, possibly more than one. But this is sort of my checklist, uh, my sanity check for what these tools are going to develop. If a tool is really well suited for building uh content that requires you know a minimum of editing, it should come up with at least some of this, right? One would think. All right, so let's go off to the races.

We're gonna start with uh open AI. We're gonna let's crank this up and give it as much room to run as it can and see what happens. Let's see. There are a number of ways to measure, track leads, and track sales, track number of new customers. Okay.

So it did five paragraphs instead of six. But what it's saying here is not entirely, I mean it's not wrong. This ROI social media is a great way to justify your budget, show the value of your activities. So I think that's that seems reasonable, right? I think it does.

And so as I was sort of saying earlier, in terms of my personal use case, this is the kind of information. So I've been using open AI because that's the uh tool that we have an account with. This gives me a general outline as a jumping point. So I would take this and probably rewrite 90% of it, but at least it gives me an outline and a structure to follow that's logical, sort of breaking down that where do I even start? There's so many things I could say.

This at least gives me that, okay. Here are five points that I can make about social media ROI, and maybe I can expand upon it in a different post. Right. Okay, so that's that's our first example. And that's yeah, yeah, like I said, that's a decent start.

One thing I think is really important to mention here, and we're gonna try and get them on uh one of our channels or shows at some point. But I had a chance to chat with uh attorney Ruth Carter of you know, she's a basic Arizona, they're based in Arizona, and they said um the law about AI generated content is reasonably settled. And what alarmed me was this purely AI generated content is in the public domain because it was generated by a non human, and they said the law in question is uh references the chimpanzee that took a selfie. Uh this was a few years ago. A chimpanzee took a selfie, um, and the photographer filed a copyright and wanted you know was going to charge newspapers to run this, and it went to court, and the court ruled the photographer doesn't own that photo.

The photo is in the public domain because a non-human took the photo, made the content, and therefore copyright does not apply to it. And so um uh Ruth Carter's explanation when I was chatting with them at Content Marketing World was if you just use the output of an AI, just copy paste it, it is in the public domain. You cannot copyright it. I would be I would be surprised if anybody took this exactly as it is without editing it at all. So once you start to edit it even a little bit, I would assume that that then nullifies that the machine wrote it.

It does not. Um what if I edit 90% of this? Is it if you had 90%, then the 90% that you edited is is then yours. What you edit, what you as a human touch is yours. What, but if you leave if you left like the last paragraph, you end up with this essentially a differential copyright where the first four paragraphs are owned by Trust Insights, and the last paragraph is public domain.

Now, the caveat here is someone has to prove that in court, right? Um, but just from an intellectual property perspective, and again, I want to get Ruth on one of our shows to talk in detail about the law and how it applies. Because with all the things happening with you know the image creation tools, that raises really big important questions about what do you actually own? But that's for another that's literally for another show. Um so let's try.

Let's go now go into outranking. So I would we're gonna go into the AI first draft. Our focus topic keyword is social media ROI. And let's see what the advanced settings. Um the importance of social media ROI.

Language is English locations in the United States. Let's see what happens. So, John, um, you know, I'm I'm for the sake of this episode, I'm putting you in the same non-technical bucket as me versus Chris's technical bucket in terms of user. What kind of usability or lack of information architecture and interface is acceptable for your standards? Like, how far are you willing to go to learn how to use the system versus something you can literally just plug in a keyword and then just go?

Yeah, I mean, that would just be a matter of digging in and playing with it. I mean, if you know, I can definitely go beyond just pasting stuff in if there's parameters to adjust, if it's gonna make a difference. Like it was interesting in that last piece that there was plenty of stuff about ROI, but it actually didn't say anything about social media. I mean, you could have just switched it to SEO or direct mail, and it's all still valid. You know, there's nothing about social media actually in there.

So that's the big thing is you know, how how accurate and tight and useful is the content gonna be, or is it just gonna be so generic that it's not really, you know, it's saving you some typing time, but that's about it. And while this is generating, I would like to sort of do a little bit of a PSA to any of the viewers of this show. Please, please, please do not take this show as an opportunity to then slide into our DMs and pitch us your product. This is not the purpose of this. Obviously, there are other tools out on the market.

This is just a sampling. So please I mean it when I say do not start pitching us your tools. This is 31%. So let's move on to the next tool while it's working. Uh we're gonna go to Go Charlie now.

We're gonna go to we're gonna copy and paste the exact same uh title, which is the importance of social media ROI. Our target audience, let's put in chief marketing officers, and our SEO keyword will be social media ROI. Let's see what Go Charlie comes up with. We'll get that going. It's interesting that this tool, um, and I haven't dug into this one at all, makes me do a little bit more of the work of coming up with the title and the audience.

Whereas part of me was like, no, you tell me what that is, but it makes sense. Like the more focused you are, the better quality content you're likely to get back. Exactly. And I forget how long theirs take, so let's pop into so lately is an interesting one. Lately doesn't have the exact same interface.

Instead, um, it's gonna try and create stuff. So I'm gonna take an episode I did uh on social media ROI and see what it does. So let's take this. This is an episode I did, and this is gonna take a little while as well. And then let's go into copy AI and create our first blog post.

So enter our blog post title here. Let's do the importance of social media ROI, our keyword, our tone. What tone do we want, Katie? I think professional probably makes the most sense. Uh yeah, see, I was gonna go for witty.

Well, if it's supposed to be an educational piece, then you know we can add. Well, and then here's the thing that's the kind of uh decision I would want to make for myself because my style of writing and the way that I insert humor into my content. I don't want a machine to try to do that for me. I just want the facts. Yeah, that's fair.

Okay, so it's come up with this section of the outline. Let's see about generating the talking points now. So this is sort of doing it more sequentially, and this is interesting because it kind of it's trying to, I think, generate essentially um a more complex outline to keep it on the rails. Remember, we were talking about transformer models, go off the rails pretty easily. So it's gonna come up with this outline.

So what is return on what is ROI? Okay, good. How do you calculate it based on your goals? Why is it important? Um, and then sort of a wrap up uh paragraph.

Let's go ahead and hit generate content. All right, it looks like it's gonna be going okay. So we have we want to go back to out ranking now. Let's see, let's choose a title. Uh which title do we want?

So many to choose from. That's so funny that everyone is a free calculator. Like you know, those calculator pages are everywhere. I guess let's do the first one. That's fine.

Uh let's see. Outlines from ranking pages. So this is essentially borrowing this to create this outline. What is it? How to measure it?

When to measure it, what to measure, so forth. Okay. Cool. Let's uh congeni an SEO brief a premium first draft. All right.

Let's see what that what that button does. It says this will can take up to 15 minutes. Awesome. So we'll move on. Let that do its thing.

Uh Go Charlie has done its work. So let's see what we have here. The importance of social media ROI. It even came up with a nice, you know, stock image here of anonymous people laughing at something. Sure.

Exactly. Let's see. There's our introduction. What is it? Measure return on investment in social media.

It's important to care about it. Number ways to calculate it. How to choose your business goals, making a case for it, why social media should be a key part of your marketing strategy. And then what metrics to use. So this is this section here is factually wrong.

So that section here is nothing to do with ROI. Let's see how to maximize it and conclusion. So this post is definitely more detailed than what OpenAI came up with. I think it would require a lot of editing because the language is fairly bland. I would assume that they would all require, I mean, I would hope that they would all require editing because every single company, every single person has their own unique tone and voice.

Yep. It looks like it can change the tone here as well. So formal formality, casual formality, increased length, cowboy rick. Let's go with science Rick. Science Rick.

Since um, okay, I think since we want this to be useful, I guess. I don't know. I I guess. All right, let's let's have it regenerate with that. Sure.

Um Lately is still thinking. All right. So we have copy AI has come up with. So here's the introduction. What is it?

What is ROI? Let's see. This is correct. So this is earn minus spent a verb is spent. So they get a bonus point for that.

How you calculate it. This is somewhat correct. There's some issues with the math in there, but it's okay. Why is it important? It matters, and then your conclusion.

So let's go ahead and create that blog post with that professional tone. And here we have a first draft. With confetti, no less. You know, so it's interesting that as you're going through it saying that things aren't factually correct. I again sort of like sort of the use case for me is I see it as a jumping off point.

I expect to have to edit things. Um, so I've written, I've used uh OpenAI to write a couple of blog posts so far, and um the advice, the quote unquote outline it was getting, I was like, well, no, that's not the advice I would give, or that's not the way that this thing should be structured. But again, what I'm finding is having something to react to versus creating it cold is so much faster because it's so I feel like as humans, it's so much more efficient to want to correct what we see as incorrect. So if you look at this and go, no, it's all wrong, let me do it right the first time and just write it up, it's like, oh, that took way less time because you're like, let me fix the thing. Yeah, no, and I I know for some people, some people are are better creators than editors, and other people are better editors than creators.

And so if you are in the second camp, this is an invaluable way to either get started or get over some writer's block where you're like, I don't know what to write. It's easier for you to have a machine write something, go, no, that's not what I write. And it sort of hijacks your brain into saying, oh, this is how I would do it. And in turn, you can create that content. Um, let's I'm gonna go ahead and take a look.

Let's see what would happen here. If uh Science Rick did anything different. I don't really see anything different about using Science Rick. So, okay. Go ahead and just sore the store this.

And let's see how outranking it is. Uh so outranking has a we have what is social media ROI. That's some odd artifacts in the text there. Setting up your metrics, value of metric, that's yeah, okay, that no. Um how to measure it, when to measure it, how to build a better social media strategy in 2022.

Okay. Well, so this goes back to where are these systems, these programs getting their information. Um, and I think that's one of the you know, buyer beware tales. And I'm not saying that any one of these is better or worse than the other, but in terms of how much editing you're willing to do and how much subject matter expertise you have on the thing you're asking it to write, those are considerations because if you are asking it to write about something that you don't know all that well, that is a huge risk. Yep.

Okay, let's see what we got here. So lately. Oh, lately it's just doing summarization of text content. So it took it took a social post, it took a blog post and just turned to social posts. So it's not generating net new text.

Okay. So that's not going to be a good apples to apples comparison. No, but it is a use case that I can see that you know some people would want to have. It's like the abstract of a research paper. What the heck is this thing about?

Do I care about the topic before investing all of that time to watch this video or read the thing? So that is still a good use case. And um, it looks like you know, so I see the Twitter icon at the top, like okay, it's gonna give me like a little social post snippet. That's a really helpful thing. Yep, exactly.

So that's what we've come up with. We've got four completed posts, four completed articles with very different styles, I think. Um by the AI, not completed. Yes, completed. So we have four first drafts, let's call it that way.

Four machine generated first drafts. Um and now it's up to us to to take this and take it to the next step. Now, in terms of speed, open AI's GPT 3 by far was the fastest. Like we watched it generate in real time. Um, and it was really, really fast.

The uh Charlie was the second fastest. Uh I would say outranking and and copy uh AI seemed to be about the same. Charlie's had the least setup of the UI tools, right? There were more steps in copy AI and outranking for keyword and stuff, whereas Go Charlie's like, okay, you just give me the keyword and I'll I'll come up with something. Um in terms of quality of output, like you said, they're all good enough to start editing.

Well, and it's funny because with open AI, yes, it was the fastest, but you got the least amount of content to work with. And so those are the trade-offs of do you want something that is super polished and already, you know, has like so uh this one, this is outranking. It gave you like the H2 headers, and it gave you, you know, all the way that it should look and the formatting. And so then you have to spend a little bit more time waiting for it to generate in order to get that. But the trade-off is the work is mostly done.

Now you just need to make sure that it's accurate and in your own company's brand and tone. Exactly. And it does have some other neat stuff here. Like I just I hit optimize, and it's saying, hey, this is probably some additional things you you might want to add into this post. Yeah, they have a real SEO slant, don't they?

I mean, that's their number one concern on this. Which makes sense. I mean, that at the end of the day, theoretically, that's a big part of why you're writing more content is to boost your SEO. Yep. Let's see if copy AI has something similar.

Uh so you've got tools, popular tools. Oh, that's Instagram captions. So that's which is still helpful, but not in this instance. Yeah. Exactly.

So John, what is your like as you're watching this all play out? Like, how is this making you feel as a creator? Yeah, you know, it doesn't hit as hard as creator, but as someone that's doing any kind of curation, I mean, it's huge, especially I like that ability to summarize other posts and articles and just have it go right to social. I mean, you could literally just crank those out and then you load those up into Bootsuite, and there's your social summaries, and that's real curated content. It's not just like taking sound bites.

Um, and then yeah, totally from an SEO. I hadn't thought about that much, but this idea of just loading up, you know, the 20 best pages from hrefs and then turning that into your own content on your own site that's fully optimized. That just seems like a no-brainer that you could bang through. So what do we got to do next, Katie? Well, what we're gonna do next is use uh these four different pieces of content to write four different blog posts and post them on our website.

But um, in terms of if we were had to make a decision here and now in terms of I need a tool that's gonna assist me in writing even bigger volumes of content that's high quality, I would start to look more seriously at a tool like out ranking versus open AI, which is what we're currently using, because it gets me farther along in the process. I mean, so Go Charlie does a similar thing, and so those tools is those are that's what I would start looking at in terms of making those decisions of okay, I need to weigh the cost against the benefit. The cost might be you know however much a month, but the benefit is that I'm able to then crank out like an additional 50 pieces of content a month and improve my awareness, and then my business can grow even faster. So that subscription fee might be you know minimal compared to what I'm able to bring back. Yeah, I mean, having gone through this, um, now we've gone through the exercise here.

I would say of the different tools, if if I had a team of people who are fairly junior, uh, I just needed you know a lot of first drafts and stuff. I would say Go Charlie, the one-click blog experience was super fast, um, and it it generated good enough content that then you know a subject matter expert has to tune up. Outranking, I thought had probably the most thorough approach to to generating really good content. Yeah, um, I think it requires more subject matter expertise of stuff like SEO to begin with. So if you've got like really junior people, this might not be the tool for them, but if you have people who are proficient um at content and they just need something to get them going faster, get you know to a first draft faster.

I think outranking really uh fits the bill there. Either one of those tools, I think you know, in terms of helping you create content faster would be a good choice. I think open AI is the right tool if you're building your own software, right? If you're gonna build something and hook straight into their API and stuff, um, the playground is fine uh for for what it is, but like you said, if you if you want somebody who has less experience being a content creator, either outranking or go charlie would would be better choices than open AI. See, it's funny that you talk about it as experience.

I look at it as time. Um, so I think again, open AI is a good tool, but in terms of time savings, I think outranking and Charlie AI are the things that for me, my personal use cases would probably save me the most time once I dig into them to see how much editing these tools, these things need. And so that's sort of where I would need to continue continue to do my own head-to-head of, you know, is open AI giving me just enough to work with that I can just write it and be done, or am I spending all of my time rewriting what tools like outranking and Charlie AI are giving me? And so that's you know, still that comes down to your personal writing style, your bandwidth, your expertise in any of these given topics, and then just really ultimately what your goal is. So if your goal is to write more content, look at your own process to see where you have the most deficits, and that should start to guide you into which one of these tools and how far along the process it should be able to take you.

Yeah, I would say though, that the thing that they've all not done well is the factually correct stuff, uh, which again speaks to who's doing the editing. Like you obviously cannot and should not just copy paste a straight to your block. That would just be a terrible idea. Um, but if you have somebody who particularly if you're working, say, like in in something that is not as I guess uh common a field, like maybe you were doing something on neurosurgery or you know, surface to air missile systems or something, you would need to have somebody with actual domain expertise reading the content and saying, eh, that's that's not correct. Because if you were if I handed this to my 17-year-old, they'd read it.

And because they don't know marketing, it's like, yeah, that makes sense. And whereas we're sitting here going, that's completely the wrong answer for what ROI actually is. But to an uneducated reader or an educated content creator, maybe the most junior person on the team that you just pulled out of uh of you know college. There could be issues create you know putting up content that would pass a human editor who didn't have the domain expertise. How about over on Lately?

That was the one that did the summary, right? Does that have does that have other options, or is that the that really all that thing does? Um I think that's it. Uh-huh. Okay, so that's really that's a good curation tool, but that's not gonna solve your write-a blog post problem.

Right. That's correct. But it definitely has a strong use case because one again, sort of I'm not a social media person. Having a little bit of a leg up on something to react to is gonna save me time when I'm trying to write the blurbs. Now, am I looking to use like four different tools?

No, because that actually would probably take me longer than actually just sitting down and doing the work myself. Um, you know, and that's part of it is like, are you procrastinating? Are you looking for these tools to help you stop procrastinating? Maybe. But I don't think you need a that's a different problem.

The AI isn't gonna solve that. That's a people problem. Yeah. Now the other thing about the open AI interface and the model is that it has a bunch of different functions that you have to read the documentation um to deal with. But um, it has more flexibility.

So I'm gonna type in TLDR here. Let me say too long, didn't read. And it will now take one of those posts we just wrote and just summarize it, right? So it'll it will kind of do what lately just did, but just come up with a a fast snippet. If I shrink, let's shrink that maximum length down to something along the lines, you know, maybe something like a thousand characters at most.

Um, let's go ahead and tell it regenerate. And so now it's you know, it can take in and sort of distill down content. So if it's as long as it fits within its full. So again, it's got a lot of flexibility, but it is definitely not intuitive or obvious. The other tools are definitely much more intuitive and obvious.

And you can see that you know the design for all the different use cases uh available to you. And I think again, that comes down to you know, the trade-offs of do you want to spend so and this is where Chris, you and I would approach it very differently. Your inclination is to move towards something like open AI because you're willing to read all the documentation and have more control over the features, whereas I'm not that person. So I'm gonna look for something that has more of an easy to use interface that the buttons tell me what it's doing. I don't have to then go read developer documentation to learn how to write prompts.

Exactly. So at the end of the day, I think it comes down to taking things for a test drive, right? And then doing requirements analysis and saying, well, like what do we want the tool to do? And like with every other SEO and marketing tool out there, the requirements are going to differ from organization to organization and person to person. Well, and I think that that's the big takeaway is do the requirements gathering.

You know, if you want to use the five Ps to do that, that's a great way to start because the way that I need to use the tool is likely different from how John needs to use the tool or how Chris needs to use the tool. John, you may only care about you know content summarization, whereas I'm the one who's tasked with writing the content in the first place, and then Chris is the one who's tasked with maintaining these systems or understanding all the features. And so those are three different use cases for the same tool. Yep. So to wrap up, I don't think we have a clear winner, but we definitely have two tools that for the non-technical user, outranking and go charlie seem to be you know pretty pretty decent.

We have lately as a summarization tool, open AI as the the Swiss Army knife with no manual, um as being uh the way we're gonna go. Uh if I'm gonna rephrase what Katie said at the beginning of the episode. If you want to pitch us your tool, we are accepting sponsorships for the Trust Insights newsletter and the podcast. So for do not pitch me. Yes, contact John to arrange sponsorships.

You can have an episode next week. This can happen. And also full disclosure um, outranking and go charlie both did provide free subscriptions to us. So from an FTC disclosure perspective, uh they did that. The other ones we either pay for or that did not.

Any final parting words. You know, I would say that from what I've seen so far, these tools are incredibly useful. Um, I plan to continue to test them and use them. However, I do sort of do the buyer beware. Make sure you understand the topic you're writing about so that you can check for accuracies and make sure that you're planning on editing the content for your own tone, your own brand.

You will get in big, big trouble just in general with like Google algorithms and your readers if you start just copying and pasting exactly what the tools spit out. But I do think that that first draft, it's those are pretty good. Yeah, these are tools for experts. You know, they're not expert tools, that's for sure. So go out there and be careful.

Exactly. And you know, machines are not going to take your job anytime real soon. But today is good for not today, but it is good for all of us to know what is possible uh and what is what is coming down the road. Thanks for tuning in, folks. We will see you all next week.

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