Field-Tested ChatGPT Prompt That Saves Hours on Content Marketing SWOT Analyses – Code-Free
By Charley Spektor
A thorough SWOT analysis is crucial to any unbiased competitive content analysis, notably to address Opportunities and Threats, but also to highlight your own Strengths and Weaknesses. Competitive keyword research and the analysis of competitors’ content are twin pillars for ongoing and iterative SWOT analyses conducted over extended periods of time.
While keyword research utilizing tools such as Google Keyword Planner, SEM Rush, and Screaming Frog are prerequisites to comprehend the competitive landscape, real marketing differentiation depends on how you leverage the keyword research you’ve performed.
Enter ChatGPT. Given the right prompt, ChatGPT makes it easy to summarize high-ranking content from competitor websites and to extract the summaries for easy reading and further use. ChatGPT dramatically reduces the number of hours required slogging through sites to discover the phrases and concepts that can elevate your own content, making it more relevant and compelling for all visitors. And compelling, relevant content is crucial to boosting your organic search rankings.
So, without further ado, here’s one time-saving ChatGPT prompt we’ve been using over the past six months as part of our SWOTs.
In ChatGPT, click on the “Explore” button. Then click on “Create a GPT.” Name your new GPT.
In the “Description” field, enter: “Provide a 600-word summary of each provided URL. Provide the summary as a bullet point list.”
In the “Instruction” field, enter: “Provide a 600-word summary of each provided URL. Provide the summary as a bullet point list. Organize the information into a two-column format, suitable for copying into an Excel spreadsheet. In the first column, provide bullet points that summarize each of the key facts from the given URL(s) listed in the prompt. The first column is for bullet points and the second for URLs. The first column should contain each of the bullet points summarizing the key facts from the URL page. The second column should display the entire corresponding URL for each bullet point. Each bullet point should have the entire URL repeated next to it. Ensure that each bullet point and its exact URL are in separate cells, aligned in rows. Ensure that each row corresponds to one bullet point. Also, publish a title in a separate row at the beginning of each given list of URLs. The title should be the HTML title tag of the URL. Add two blank rows at the end of each given URL’s summary for separation. The entire word count for all of the bullet point summaries combined should be at least 600 words, where possible.”
“Save” the GPT (green button in the upper right).
In the actual prompt field, enter the URL(s) of the page(s) – separated by commas – that you want ChatGPT to summarize and format.
Then sit back and watch the magic begin.
A Use Case: Leveraging ChatGPT for SWOT Competitor Analyses to Inform Website Content Creation
Now, let me provide some details as to how we’re using this prompt in our content creation/SEO work with Saratoga B2B Group clients — with the goal being to craft superior website content.
Here is a partial screenshot of what ChatGPT’s response to the above prompt looks like. The cybersecurity website page I used for this is: https://www.trendmicro.com/vinfo/us/security/definition/managed-detection-andresponse.
The two-column formatting is optimized for copying and pasting into Excel.
Once in Excel, the material is at the ready to be used for ideation in brainstorming sessions with writers, product managers, and other SMEs. Notice the four summary rows in the screenshot are loaded with ideas to build upon. This structured approach beats staring at a blank slate at the beginning of ideation sessions.
Automation Benefits of this Prompt
Summing up, using this ChatGPT prompt provides at least three key benefits:
- It allows you to analyze multiple competitor URLs at once
- Using ChatGPT’s “Explore: Create a GPT” feature saves the prompt, to be used over and over again for future SWOTs and to create variations on the theme for other use cases
- No coding skills are required for the prompt, so there is no need to rely on developers
NOTE: After ChatGPT returns the summary of a page, you can always ask it to provide additional information from the same page. A prompt such as “is there more summary info you can provide?” will do the trick.
Looking Ahead: More Use Cases with ChatGPT and SWOTs
The ultimate marketing objective with this prompt is to enhance your ability to create new quality content, as well as to identify opportunities to materially improve existing content. Other variations of the prompt allow functions including:
- Using ChatGPT and a crawler such as Screaming Frog to do a deeper dive on a specific competitor
- Using ChatGPT to compare your existing content to a competitor
- Using ChatGPT to expose gaps in your content compared to an aggregate list of competitors’ features and benefits
To learn more about what B2B marketers can expect from ChatGPT, check out our webinar on the topic, ChatGPT Do’s and Don’ts for Tech Content Marketers. I’ll be joined by two other tech veterans: Paul Gillin, former editor-in-chief of Computerworld and one of the founders of Tech Target, along with my SaratogaB2B Group partner Paul Desmond. Register now for the live event on Dec. 6 or to watch whenever you like.