Phil Risher critiques digital marketing agencies for over-relying on ChatGPT to produce generic content (blogs, social posts, newsletters). He argues businesses should instead integrate real subject-matter expertise by converting customer and sales call transcripts into marketing content so that the output reflects what is actually said in the field, preserving authority and differentiation.
With the ChatGPT rush, a lot of digital marketing agencies are just reselling regurgitated ChatGPT stuff. They're going to create blog posts with ChatGPT, they're creating social media posts with ChatGPT email newsletter with ChatGPT, which we swung way too far that way as marketing companies. So what businesses really want is they need to use ChatGPT alongside them in their content creation. What that means is you have all of your content happening over here on phone calls and in your sales process with your real subject matter experts, and you need that information to go over here to your actual digital marketing stuff. So, like, what we're doing as an agency is we're taking our customers call transcripts and we're turning them into blog posts and social media posts. We're taking their sales transcripts from out in the field and turning them into social media posts and blog posts and training the content on what's really happening. So if you're just paying for regurgitated chatgpt stuff that's already been said, how are you standing out as a subject matter expert and authority when it comes to actual marketing? You're not.
The companies that win the next five years won't be the ones gaming the system.
