What actually is ChatGPT?

Launched in November 2022 by OpenAI, ChatGPT stands for Chat Generative Pre-trained Transformer. To you and me, this basically means it’s a bot that has been fed mountains and mountains of data. It then uses this data to provide answers to… well, pretty much anything. It can answer questions, summarise information, generate copy, write code, and so much more – and will attempt to do as authentically as possible, mimicking a human conversation.

ChatGPT can be a lot of fun. But while asking it to cook up nursery rhymes about WWE fighters might be an amusing way to pass the time (probably for a minority that one!), is ChatGPT equally worth using to create highly effective, targeted content for your business? Let’s discuss.

What are the key benefits of using ChatGPT?

• It’s quick and easy to use – this can make your work much more efficient. For instance, rather than spending hours putting together a blog, ChatGPT will create you one in seconds (we did write this one though!).
• If you have an internet connection, ChatGPT is accessible to all.
• It can help with idea generation when you’re battling creator’s block.

Sounds incredible, right? Not so fast…

The danger of cutting corners

The thing is, just because you can use something, doesn’t always mean you should, or at least not all the time. Sure, you can use ChatGPT to write your new landing page copy, or to quickly whip up an email you need to send out within the next 10 minutes, but what’s the cost? Quality: that’s the cost. And if the quality drops? So could your traffic, sales, revenue, reputation… and so on…

That might sound terribly pessimistic, but let’s dig deeper into this.

You’re one the greatest assets your business has (if not the greatest asset). You understand your brand, its values, and its mission better than any bot ever could. And by getting ChatGPT to create your content, you are at risk of losing the very things that make your brand stand out. You may well start to sound just a bit more like everyone else does.

Let’s say you’re a holiday cottage based in the South West and you want to write a social media post about the best nearby beaches. ChatGPT will sort that out for you. But it will sort it out for anyone else too. And so, if we’re all using the same bot to cook up the same fun, snappy content, you’re going to lose your brand’s tone of voice.

While you can train ChatGPT to learn more and more about your brand and the writing style you’re after, this does take time and a lot of steering. And let’s be honest, regardless of the tone of voice you’re after, ChatGPT always leans towards relatively cheesy, sales-heavy copy. That might not be what you’re after.

No original content

Let’s reflect again on how ChatGPT works. In simple terms, it’s fed masses and masses of information and learns how to imitate this information as best as possible. In other words, it’s regurgitating existing content. No new ideas. No fresh opinions. Just copy and paste in a thousand different ways. So, if you’re looking to create original content with original ideas, you can’t leave it all to ChatGPT.

Will Google penalise content created by ChatGPT?

Google hasn’t stated that it’s outright against ChatGPT. In fact, their opinions concerning AI have been fairly inconsistent over the past years. On the one hand, Google’s Managing Director Sundar Pichai has described AI as the key ingredient to making people “more productive than we have ever imagined.” Google even has its own rival to ChatGPT called Bard. On the other hand, Google claims it will penalise content generated by AI.

While there are certainly ways that Google can detect whether content has been AI-generated, they haven’t officially confirmed whether they are actively tracking this.

But one thing we do know is that Google is against content that doesn’t make sense or add value. Any content that Google considers spammy will certainly be ranked lower.

In Google’s guidelines, they talk about “Spammy automatically-generated content” which they define as: “content that’s been generated programmatically without producing anything original or adding sufficient value; instead, it’s been generated for the primary purpose of manipulating search rankings and not helping users.” They give examples such as text translated by an automated tool without human review, or text generated through automated processes without regard for quality or user experience.

The thing is that ChatGPT is notorious for producing this type of content – blogs stuffed with keywords but that don’t actually provide any substance. And so, you cannot rely solely on ChatGPT to help you climb the ranks of Google. Instead, you should be focussing on creating valuable content that your target audience will genuinely engage with.

Thinking practically

ChatGPT is good, but it’s not perfect. Sometimes it slips up and creates copy that simply doesn’t make sense, or is full of false information, or is just repeating the same sentences again and again. That means you have to go through your work with a fine-tooth comb and edit it. And that’s fine – to an extent. If you’re spending too much time cutting and snipping away at your ChatGPT-generated content, all it’s doing is giving you a false sense of efficiency.

So, is ChatGPT not worth it?

Is this to say that ChatGPT is worth ignoring? Not necessarily. Firstly, ChatGPT isn’t going to be the end of AI – not even close. And as systems evolve, they are going to offer a lot more potential. So, knowing what’s out there will only help you and your business to remain agile.

And yes, we know we said ChatGPT isn’t the best place for creating original content, but nevertheless, it’s still a useful tool for idea generation. If you can’t think of any new blog ideas, for instance, ChatGPT will happily give you some inspiration. By all means take it, but be prepared to bring your own ideas to the table too.

The key with ChatGPT is that the more specific you can be, the better. If you ask it to create an entire marketing strategy for you, it’ll be generic and relatively useless. If you ask if to recommend 5 free tools for social media content creation, however, you’ll get a much more defined answer.

The more you use ChatGPT, the more you’ll understand its strengths and weaknesses. And the better you’ll become at delegating tasks to it.

If you would like more digital marketing advice, get in touch with the MiHi team on 01566 232323 or email us at hello@mihidigital.co.uk.

The post Should you be using ChatGPT for your business and how should you be using it? appeared first on MiHiDigital.

Title/H1 tag

The blog post title is called a H1 tag and is the largest text on the page. It is often the first thing your reader will see, so it’s important to make sure your H1 accurately and concisely describes what your blog is about. It’s also a good idea to put your keyword or phrase into your title (this should happen naturally) as it assists search engine crawlers with determining what your post is about, speeds up indexing and increases the likelihood of you ranking higher on a search engine results page.

Use related keywords

The keyword to focus on (no pun intended!) here is related. Making sure that the keywords you’re targeting are actually related to your content is crucial. Similarly, you don’t want to keyword stuff your blogs nor do you want to use your main keyword or phrase every other sentence. In fact, doing any of these things can make your content look spammy and do more harm to your site rather than good. Instead, look for keywords and phrases that are related to your topic.

Fill in your metadata

This can be an easy one to overlook, but filling in your blog’s metadata is so important! With so many websites all competing for a user’s attention, filling in a compelling meta title and description that encourages them to click on your blog is vital. Plus, good metadata can help you rank higher in search engines – win win! To help you write good metadata, we’ve put together a few things you need to keep in mind:

• Be specific and concise.
• Stick to a 50-60 character limit for the meta title and 50-160 characters for the meta description, anything longer and it will get cut off.
• Include the focus keyword.
• Ensure your metadata is relevant to the content.
• Make sure all your metadata is unique, never copy and paste the same metadata for different pages.

Link to existing content

If possible, it is a great idea to link to existing content on your website. Only do this if the two posts either interweave or logically link together, don’t interlink with subjects that aren’t relevant to one another. Linking content together on the same website is called internal linking and when done correctly it offers some great SEO benefits to your website. It shows Google that you’re an authority on your subject and have quality and relevant content that website visitors may be interested in which means they’re more likely to rank your site higher. Similarly, it is very useful for your website visitors who may want to learn more about a certain subject and can help to avoid them clicking away to another website.

Optimise images

Whilst your words are (obviously!) the most important part of your blog images can enhance them. That said, when used incorrectly, images can do the opposite and create a bad experience for your user, so optimising them is essential. We’ve included a few tips below on how to make sure your images are optimised:

• Compress your images so they’re not too big. Image compression reduces bandwidth usage and ensures your page loads quickly.
• Add descriptive and relevant ALT tags. These help visually impaired users understand your images which improves the site’s accessibility and user experience. Plus, it tells Google what your images are about.
• Be consistent with your images wherever possible. Having images that are a range of different sizes or move between landscape and portrait can make your blog look messy, or worse spammy, which could put a user off. It’s best to pick how you want your images to look and then keep that style throughout all blogs you write.

We hope these tips have helped you to either get started on your blog or improve your current blog posts. Whilst it can take a bit of practice, getting your blog content right is really important for driving that organic traffic to your doorstep.

Struggling with your blog and need help with your content marketing strategy? Give us a call on 01566 232323 or email us at hello@mihidigital.co.uk

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By now you should have your draft copy of your website content – congratulations! To help you not only refine your draft but also future proof your website copy, we’ve pulled together some tips and tricks that you need to be thinking about even after you’ve put your pen (okay, laptop!) down.

1. Proofread

Proofreading should be an obvious first task when you have completed your website copy. Spelling mistakes or grammatical errors make your business look unprofessional and can cost you potential customers.

• If time allows, write your copy, then look at it again the next day. Often when we’re looking at our own writing for long periods of time, we can miss mistakes we have made.
• Even better, ask another person to read your copy for you! They may spot errors you didn’t notice.
• If spelling and grammar are not your strong points, there are a variety of apps and programmes available that will spot mistakes for you and help you correct them.

2. Keep up to date

Updating the information on your website to ensure it is current is crucial. This creates a good impression on your visitors, ensures your website continues to rank in search engines and even provides new opportunities to rank higher.

• Updates keep your audience informed with the latest information on your business.
• Fresh content means more frequent indexing. This doesn’t mean you will automatically move up the search engine ranks but it does give you the opportunity to have search engines frequently re-evaluate your websites position. Remember that the quality of your writing is still more important than quantity.
• A blog is an excellent way of frequently updating your content. It allows you to not just publish fresh content, but also establish yourself as an authority within your field. This helps to generate trust and reputation for your brand. Try to answer questions your customers are searching for.

Phew! You made it to the end. Give yourself a pat on the back! Writing effective copy can seem complex at first but we hope this guide has given you the tools and confidence you need to get started.

If you’re still wrestling with your writing, give us a call on 01566 232323 or email us at hello@mihidigital.co.uk

The post How to Write Content for Your Website: Part 3 appeared first on MiHiDigital.

“But how do I do the actual writing part?” we hear you cry! Well, we’re glad you asked because part two of our guide focuses on exactly what you need to be thinking about whilst you’re writing!

1. Captivate

Often you will have mere seconds to capture your reader’s interest. You can start your copy with exciting news, a question, or even a short story. The key is to get them eager for more information.

• Talk to your readers the same way you would a friend. Techniques such as directly addressing them as “you” and using the active voice feels more personal and is more likely to create a bond between readers and your brand.
• Include strong calls to action by using phrases like “Join Here”, “Sign Up” or “Learn More”. These deliver a clear message to your reader and help initiate the action you want them to take from reading your copy.

2. Accessible

The layout of your copy might seem trivial, but it is important. Make sure your content is simple to scan and easy to navigate.

• Often readers will want to skip ahead or are seeking a specific piece of information. If you make your content easy to read, they are less likely to click off and use another website to get that information.
• Avoid jargon and over complicated sentences. This can alienate some readers as well as make your content difficult to read.

3. Be yourself

Whilst in part 1 we noted the benefits of identifying your competitors, it is important to develop your own brand voice. This may take time and practice but having a unique tone of voice that visitors can instantly recognise as your brand will be extremely beneficial in the long term.

• Your previous research on your target audience can help you identify how you want your brand to sound.
• It is okay to be inspired by others but make sure you’re not directly copying them. Customers will always be able to recognise authentic content produced with passion.

Now you’re armed with this information, you’re ready to go and write your content! At this stage, it’s fine to just get all of your ideas out onto paper as a first draft and then decide what you want to delete afterward. When you’ve finished writing, you can take a look at part 3 of our guide where we go over how to refine your draft into your final masterpiece!

If you’re wrestling with your writing and need help, give us a call on 01566 232323 or email us at hello@mihidigital.co.uk

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If you’re here, it’s likely that thought is going through your mind! Writing content that enthrals potential customers and appeases search engines can seem like an overwhelming task. Fortunately, we’ve created a step-by-step guide and broken it down into three easy parts to help you produce thoughtful and targeted content, that will deliver traffic right to your digital doorstep.

So, grab a cup of tea or coffee and a biscuit (or two!) and let’s get started with part one!

What is website copy?

In short, website copy is the term used to describe the main body of text on your website. Its purpose is to tell visitors about your brand, advertise your services or product, guide visitors around your site and direct them to what action you want them to take.

Before you start writing your content, there are a few things you need to keep in mind.

1. Purpose

Before you begin writing it is essential you understand its purpose. Knowing what you want your website copy to achieve will help you craft the perfect content to support your goals. Ask yourself questions like:

• Are you trying to sell a product or service?
• Is your main goal to attract new clients and generate more leads?
• Do you want to create a community?
• Are you trying to improve customer satisfaction?

Be specific with your aims. The more you can define exactly what information you want visitors to your website to know and what action you want them to take, the more successful your website copy will be and the easier it will be for you to write!

2. Research

Research topics will vary depending on the nature of your website, however, the most basic yet vital research you should undertake is to understand your audience and know your competitors.

Audience:

The more you know about your target audience, the easier it will be to convert them into customers. Try to get into their mindset and ask yourself, who are the people coming to your website, what do they want or need and what terms are they searching? By writing copy that speaks to them in a way they can relate to or solves problems you know they have, you can create a foundation of trust that will generate loyal customers.

Competitors:

It is almost certain that visitors to your site will be looking at competitors’ websites to determine their best option. To convince visitors to choose you instead, it is key you know what your competitors are offering. Find out what they are doing, what audience they target and what type of content they are producing. This will allow you to make strategic decisions about your own website as well as spot trends you can use to get ahead of the rest.

3. Search Engine Optimisation (SEO)

SEO can seem like a bit of a scary exhausting obstacle. See what we did there? Yeah, sorry about that. Whilst it may seem daunting at first, writing with SEO in mind is important for helping your website to rank higher for relevant searches.

• Keywords: From researching your audience, you should know what words they are searching for. These are your keywords. Whilst you should avoid keyword stuffing, adding keywords to your titles, subheadings and body text will help increase traffic to your website.
• Metadata: Keeping it to one or two sentences, write clear and enticing descriptions of your web pages to encourage click-throughs.
• URLs: Ensure your URL is descriptive yet as concise as possible.
• Interlinking: Interlinks are links that direct your visitors from one page to another within your website. Including interlinks points users towards other valuable information, (potentially preventing them from leaving your website and looking at a competitors), as well as showing search engines that you have other relevant information.

These are the absolute basics of SEO, but they are a great first step in climbing the search engine ranks and reaping the rewards of more website traffic.

Preparing to write your content may seem like a tedious task, however, taking the time to really understand who you’re speaking to and what your content needs to do will help you get some top-notch content right from the get-go.

Don’t forget to check out part two and part three of our ‘How to Write Content for Your Website’ guide, where we focus on what you need to think about whilst writing and what to do when you’ve finished writing!

If you’re wrestling with your writing and need help, give us a call on 01566 232323 or email us at hello@mihidigital.co.uk

The post How to Write Content for Your Website: Part 1 appeared first on MiHiDigital.

If you’re creating content sporadically, not only is this taking your time, but you’re probably seeing a few more typos than you’d like and maybe even a change in tone across your platforms which ultimately isn’t the best look for your business. So, planning ahead and creating a social media calendar would be a much better use of your time as well as giving you the opportunity to proof your posts before those blasted keyboard warriors pick up on every typo or inaccuracy in the book.

What the heck is a social media calendar?

By creating a social media calendar, you’ll be able to plan your posts, manage whole campaigns and give yourself some sort of structure for creating content that week, or that month if you’re feeling brave! It’s also a good place to find any gaps in your media library that might need filling.

Depending on what floats your boat you could be setting up your calendar in a spreadsheet or in Google Calendar or some sort of over-expensive social media management tool. But our favourite is the Meta Planner because it gets the job done and even better, it’s free!

So, where to start when creating your social media calendar?

A good place is to take a proper look through your current social media profiles. See what kind of content worked before (and what didn’t) then have a good nosey at some of your competitors to see what they’re up to because odds are, you can use their ideas for some inspiration.

Next, you need to think about what social media platforms you want to focus on, do you have a photogenic, hands-on business that would work perfectly on Instagram and Facebook? Or are you more of a B2B organisation that would have value in Twitter and LinkedIn? Remember, you can start small and build up to more as you learn more about your audience and customers.

What should you be including in your calendar?

Well, this totally depends on what your business needs for example a small business might need a few details and a picture whereas a big organisation may need full tracking links budgets and management approval. but let’s not get ahead of ourselves, it’s likely that you’ll just need the basics like:

·      The platform you’re posting to

·      The date and time you’re posting

·      Your caption

·      Any media – images or videos (or a link to where they’re stored)

·      Or just a link to an already published post or webpage.

If you wanted to go into more detail, you could label what your posts are, remembering the social media rule of thirds:

·      1/3 of your content should be relevant news and tips that are beneficial for your followers.

·      1/3 of your content should be promoting your product or service.

·      1/3 of your content should be interacting with others and be personal.

Now fill that calendar with some crackin’ ideas!

Start with noting your ideas for each day and build those into captions, then plan how you’re going to create the media for your posts.

Take note, it’s always a good idea to proof your calendar with another member of your team too, just remember to schedule your posts in when they’re ready!

And that’s it, we make it sound so simple right? As with everything social media, the more you do, the more you learn about your audience and the easier it will be to get that spot-on content in your calendar!

If you want to know more about how MiHi Digital can help your business grow on social media, then get in touch with the team!

Call us on 01566 232323 or email hello@mihidigital.co.uk.

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Instagram and YouTube have a more varied audience
For most businesses, Instagram and YouTube provide a better target market. TikTok has been dominated by Gen Z since its launch and that is showing no signs of changing. This is great news if your business is targeted at Gen Z but bad news if it isn’t. The limited audience range makes it difficult to promote your business, whilst in comparison, Instagram and YouTube have a varied user base so no matter how niche your business is, you’ll be able to find an audience for what you offer.

Instagram and YouTube are more business friendly
TikTok is widely known for its informal and light hearted content with trends and dances becoming particularly popular. This means there is less scope for selling products and services effectively, particularly when you compare it to Instagram and YouTube which actively make it easier to sell your products/services through features like clickable links. Whilst you can of course use trending audios and take part in challenges, the chances are that very few of these are going to be suitable for your business.

Instagram offers more format options
Chances are when it comes to your products or services, you need to get a certain amount of information across. This is where Instagram and YouTube can reign supreme over TikTok. Both these platforms allow you to post longer format videos, letting you get all the information across whereas TikTok is more geared to short, snappy content. Instagram also gives you more options on how you’d like to present your content, including images, stories, longer captions, reels and videos. This makes it easier to create varied content that will appeal to a wider audience, as some people will prefer image content over video.

Instagram and YouTube deliver better results
Whilst it can be tempting to focus all your energy on TikTok videos because of its popularity, the goal of any business’s social media is to increase brand awareness and revenue. For most businesses, lead generation on TikTok is going to be significantly smaller because the target market is not going to be as wide as Instagram or YouTube. That’s why we recommend focusing social media marketing efforts on Instagram or YouTube, ahead of TikTok.

Whilst there are pros to using TikTok and it does have a large user base, the core issue with it is that for most businesses, their target audience is not going to be on it. You may get video views but if they’re not engaging with your business, endless views aren’t going to help you.

Struggling with social media and need help with your digital marketing strategy? Give us a call on 01566 232323 or email us at hello@mihidigital.co.uk

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Increase website traffic
A study by HubSpot Marketing showed that businesses with a blog get up to 55% more website traffic. Blogs are a great way to answer questions, solve problems your customers have, advertise new products/services, and allow your audience to get to know your brand on a more personal level.

Take the time to research what questions your audience is asking/what they’re interested in and try to answer these questions and provide a solution to any pain points. Content that offers value will help to attract potential customers to your website and increase your leads.

Good for SEO
SEO stands for Search Engine Optimisation. Optimising your website is important to ensure that it ranks higher in search engines and is therefore more visible to potential customers.

Some of the factors that go into ranking in search engines include new content, keywords, the number of indexed pages and backlinks. By updating your website with high quality blogs on a regular basis, you can cover all these areas, which will help to improve your search engine rankings and attract more customers.

Creates content for social media
Blog content is great for repurposing as social media content, helping you to fill up spaces in your social media content calendar, as well as encourage users onto your website.

You can simply link to your blog as a whole or turn it into bite sized chunks of information, reels, highlights, infographics, or videos. You can even repurpose it to go out via email as a newsletter. The possibilities are endless!

Establishes authority within your industry
Not only does a blog allow you to connect better with your audience and give them a greater insight into your brand, but it also positions your business as an authority within your field.

Having a blog that is consistently updated, well-written and offering high-value content tells your customers that you are a credible source of information. We all like to purchase from brands that we can trust, and a blog will go a long way in helping to establish this trust with your customer base.

Drives long-term results
The good thing about blogs, particularly those that cover certain topics or answer specific questions, is that they continue to generate traffic. This is why it is so important to make sure you’re providing relevant content that is helpful to your target audience. Many businesses find that a large percentage of their organic traffic arrives on their site via blogs, this means that a blog is still working hard for you weeks, months or even years after you uploaded it.

We hope this has inspired you to get blogging but if you’re wrestling with your writing and need help with your digital marketing strategy, give us a call on 01566 232323 or email us at hello@mihidigital.co.uk

The post 5 reasons you should be blogging for your business appeared first on MiHiDigital.

Here we explain exactly what that means and how you can avoid potentially costly mistakes.

What exactly is copyright?

Whilst we’re not lawyers, we’re going to give you a quick overview; if you take a photo, then you own the copyright to that photo and can choose where it goes and who is able to use it.

You could choose to use it on your own website, or you could allow someone else to use it on theirs if you were happy for them to do so.

The key point is that you have control of the image and you’re happy for someone else to use it.

Where problems arise is if someone uses that image without permission. If you were browsing the internet and found that someone else was using your photo and hadn’t asked, you’d probably be annoyed and rightly so.

And this is where people are being caught out when they (hopefully innocently) use a photo that they don’t have permission to.

When can you use an image and when can’t you use an image?

You can use an image if:

–        You took it yourself.

–        You have asked for and gained permission to use it.

–        You have purchased a license to use it (usually from a stock photography website, such as iStock or Adobe Stock).

How about images you see on Google?

When you do a google image search you will see an option to allows you to select USAGE RIGHTS (you can get to this by tapping on ‘tools’ under the search bar).

There are two types of image copyright you can choose from:

Creative commons licences:

Creative Commons licences are free licences that a rights holder might attach to an image. It lets people know how they can reuse an image without having to go back to the rights holder to ask for their permission.

Commercial or other licences:

Commercial or other licenses: These images have non-Creative Commons licenses and can be from either site available at no charge or commercial sites that require payment.

The latter would need checking in terms of whether or not you can use it, but if in doubt, simply don’t.

What happens if you use someone’s photo without permission?

If they find that you have been using their image then you’ll likely receive an email from a company such as Alamy, who will detail the page and place you’ve used the image without permission. This will also include a fee they would like you to pay in compensation. This fee can run into hundreds of £’s, so the key point here is never to take images unless you have permission, have bought them or have taken them yourself.

Please note this article is not providing legal advice for image copyright and is only an introduction to the topic area. Always seek professional legal support should you wish to discuss or learn more about this subject.

if you want to know more about how MiHi Digital can help your business grow, then get in touch with Mark and the team!

Call us on 01566 232323 or email hello@mihidigital.co.uk.

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All these factors impact when they are online and when you should therefore be posting.

We spend more time outside during the summer

It’s light outside, hopefully warm (it was very warm this summer) and it’s not raining (again we did have a drought this time around!). So ask yourself, when are your followers most likely to be online? The answer is, of course, later in the evening than they would be during the winter. 

That’s precisely why Facebook will suggest you post at 7pm each day, as people are starting to come inside and move their starey gaze to their phone or tablet (yep some people do still use those for things other than placating their children from time to time).

But what about the winter?

Winter can be quite a vague term, so for the purpose of this blog post, we are referring to ‘winter’ as when the clocks go back (we do know this makes winter seem like quite a long haul but bear with us on this one!).

We’re using this definition because the moving of the clocks does have a significant impact on the overall timing of your post-publication (and if it doesn’t then it should!). That’s because people will more readily be inside from 5pm – purely because it’s dark outside (and cold, wet, windy…. You get the picture!).

So what do you need to do?

Try tweaking your social media timing by posting earlier in the evenings once Halloween is over, purely because if you don’t, your post will be closer to bedtime (we’re saying this is 10 – 11pm for most), which gives it less time to mature and reach more people during day one, which is a vital time for any social media post (engagement is almost always significantly lower the day after the day of posting).

Whilst there is no golden rule for posting as every page has a unique set of followers, it is a good bet to trial this once those clocks do go back. Match these new timings with some post momentum and you’re setting yourself up for a win! 

And remember…. Days get longer after 21^st December… and it might be warm next year too!

The post The clocks have going back – what does that mean for your social media timing? appeared first on MiHiDigital.