Unleashing AI Power: Crafting Shareable Resources with ChatGPT

The retained blue GPTOnline cover is an editorial graphic about AI-assisted marketing assets, not a product interface or evidence of measured campaign results.

Historical source: This November 2023 discussion draws on Kevin Rowe’s November 1 article on linkable assets. The framework and reported backlink example are attributed to that article, not firsthand testing by GPTOnline.

Let’s shift the paradigm – instead of inundating journalists and content creators with irrelevant studies, let’s focus on generating resources that provide substantial value to their readership.

Generative artificial intelligence (genAI) can assist parts of digital PR, SEO and content marketing, but this does not establish that an entire campaign can be delegated without review. However, tools like ChatGPT bring a new dynamic to the table, enhancing our workflow by accelerating the creation of potent, user-friendly tools. Useful resources may interest content creators when they address a real audience need; shares and links are not guaranteed.

Task complexity, available tools, permissions and the need for human judgment help determine whether it can be enhanced, automated, or autonomously executed by machine learning, artificial intelligence (including genAI), or robotic process automation (RPA). In this context, ChatGPT serves as a valuable tool for streamlining complex digital marketing and SEO tasks.

This article delves into how digital marketers and SEO professionals can leverage generative AI to craft valuable assets such as practical tools and widgets that content creators may find worth sharing due to their inherent audience value.

Key takeaways from the article:

• Linkable assets are useful content or resources that draw on a company’s expertise, processes or technology.

• The planning for linkable assets begins with a highly specific audience segment.

• Despite the limitations of generative AI, digital marketers can create Google Sheets/Excel templates and then convert these templates into widgets using ChatGPT coding.

What is a Linkable Asset?

A linkable asset is a piece of content that effectively communicates the unique value proposition (UVP) of a company’s expertise, processes or technology.

These assets aim to attract shares and links through their unique value proposition, tailored to resonate with content creators, journalists, and audiences. The primary objective is to weave a captivating narrative around the asset that encourages sharing and linking.

Linkable assets narrate a compelling story, which could be in the form of informative infographics, interactive tools, blog articles, interviews, or even case studies. For instance, Kevin Rowe’s November 2023 article cited an Ahrefs snapshot of more than 2,563 links to a BrightLocal review study. That is a reported historical example, not a current link count independently reproduced here or a guarantee for another asset.

In that example, the research itself is the shareable asset; a byline or brand reputation does not replace checking the underlying study and its methods.

Planning Linkable Assets

Linkable assets deliver substantial value to the reader. However, not every platform or creator will perceive this value or understand how the content relates to their audience. This challenge calls for creative solutions.

Rowe described a creative framework that begins with identifying your existing assets, establishes a connection between the asset and the customer, and concludes with creatively leveraging these assets.

A framework for marketing linkable assets includes:
• Ambassador: Understand the ideal customer(s) pain points, gains, and workflows.
• Find Assets: Identify the company’s owned assets that alleviate customer pain points.
• Position Assets: Craft a narrative explaining how the asset addresses the customer’s objectives or needs.
• Create Assets: Apply a design-thinking approach to enable the story to be told by internal and external trusted sources.

With the assets identified and the story ready, it’s time to create a compelling content asset.

For a practical first test, choose one audience question and define the inputs and expected output of a simple spreadsheet or widget. Ask ChatGPT for a draft formula or code, then test normal, missing and invalid inputs against manually checked examples. Review accessibility, data handling and any third-party rights before publishing; describe limitations and show the underlying sources rather than promising rankings or backlinks.