Well, it's finally happened. In what might be technology's most lifelike moment yet, ChatGPT
While ChatGPT was working through its version of a "Rocky" training montage and psyching itself up to face the CPA exam a second time, accounting marketers have been focusing on the potential benefits and pitfalls of relying on AI to support content generation for web sites and other forums. The marketing community is coming to grips with the fact that AI is here to stay, and that it has lowered some barriers to entry for basic content creation. The technology can make it easier for some professionals to project a level of ability that their experience doesn't necessarily support. In an online environment where those who post more frequently get rewarded, true experts run the risk of being overlooked in favor of AI-supported accounting influencers.
So if a growing number of firms are using ChatGPT, is the answer to jump on the bandwagon? How can you use it to your competitive advantage? First, you need to understand some basic risks associated with the technology. Then, you find ways to integrate it into proven marketing strategies that capitalize on the benefits of AI while relying on human expertise to minimize those risks.
AI poses risks for accounting marketers
Chatbot technology can generate a bunch of content in a hurry, but it won't always deliver the content that your firm needs to maintain and improve its client visibility. There are two big risks that arise from overreliance on the technology.
First, AI content isn't original. Chatbots are trained on an existing body of content. They might come up with some new sentences on a topic, but there is a significant risk that their initial output will lack originality, personality and creativity. And the longer the article, the more significant this problem becomes. Those firms that choose to rely heavily on AI to generate high volumes of content can still be eclipsed by those that focus on quality content to distinguish their experts as thought leaders.
Second, AI content isn't always right. Most accounting firms have processes in place to review and revise content to make sure that incorrect information doesn't get published over the firm signature. Marketers and subject-matter experts might rely on AI to generate some initial thoughts on a topic, but everyone in the creation and review process should be cognizant of the content's origin and extra vigilant for potential embarrassing errors. For content ideas, their best bet is to conduct an online search, which will allow them to know the source of the content they're reading. This will give them information on the relevance, authority, and trustworthiness of the content's creator.
Marketing that showcases human intelligence
Once your firm has figured out the right balance of risk, reward and review for AI content, it's time to evaluate the impact of using AI on positioning the business and its key people as thought leaders. At Hinge, we call thought leaders who are widely recognized for their subject matter expertise
The question is, will AI-generated content have a positive or negative impact on positioning — the kind that will showcase expertise while exuding authenticity? After all, a conversational tone is no substitute for authenticity. And if clients — or, worse, competitors — find out a thought leadership article has been generated with AI, what impression will they have about the veracity of the individual's or the larger firm's expertise? And what impact will this have on their reputation?
A firm can begin to build visual expertise through coordinated campaigns using insightful blog posts and longer-form content that's clearly attributed to the appropriate experts and also cross-linked to their biography pages. Those biography pages need to showcase projects, certifications, awards and other achievements that demonstrate their success in the field.
The thought leadership and personnel bios on your firm's website should work together to paint a clear picture of what differentiates the firm from its competitors. Review the site regularly to make sure key messages are strategically displayed and that they remain accurate, timely and relevant to current and potential clients.
Once you've built a solid foundation on your firm's website to support your Visible Experts, use that platform to launch them into greater exposure in other venues. You're still relying on technology here but using it to support the very clear human knowledge that will help your marketplace understand that there is nothing artificial about your firm's intelligence. An
- Speaking and personal networking opportunities at in-person events;
- Writing for publications that will build brand recognition for your firm and its thought leaders among peers and/or clients;
- Pursuing awards and certifications that recognize the success that your firm has achieved in its fields of expertise; and,
- Publishing social media videos that help to make your people more familiar to the clients they serve and potential buyers in the marketplace.
How much have you learned since you passed the CPA exam?
The inflection point that the accounting profession has arrived at with ChatGPT passing the CPA exam actually provides a great analogy for the difference between AI content and thought leadership. Whether you're an accounting marketing professional answering leadership questions about the relevance of chatbot content creation or a CPA thinking about how AI can support your marketing, ask this question: "How much did you know about the business of practicing accounting when you passed the exam?"
The gap between what you knew then and what you know now is your firm's thought leadership advantage over the chatbots. Capitalize on that knowledge and put it to work through smart marketing that showcases your firm's expertise in ways that prove your intelligence is anything but artificial.
