Should I Use ChatGPT to Write Content?

Marketers are fascinated by ChatGPT. It’s a powerful language model created by Open AI which can generate human-like text. Since it can answer questions in a conversational way and provide useful information very quickly, plenty of people have been trying to find the perfect set of prompts to automate their workload and save time.

This form of artificial general intelligence is currently free and marketers have been experimenting with the tool to discover how to save hours on creating content and campaigns. The chatbot can create original text in seconds and some of its use cases include copywriting and customer research. It can even write stories and code. 

However, a counterargument is emerging. Can ChatGPT really write content as well as a human can?

Here are a number of considerations to make before you start publishing content that has been written by ChatGPT.

  1. How will you ensure that your brand voice shines through?
  2. Is ChatGPT the best source of knowledge for your focus area? 
  3. Do you want to provide information or showcase your expertise?

How will you ensure that your brand voice shines through?

ChatGPT is an incredible tool that can summarise historical information into concise and conversational dialogue. However, it is designed to answer questions by repeating and formatting information that has already been published online. ChatGPT also can’t feel emotions like humans can. General intelligence AI in which the code can feel its responses and adjust them to human interactions isn’t possible yet. 

So, if ChatGPT is writing your content, you could start to sound like everyone else on the internet (which is already overcrowded with brands). ChatGPT might help you create a search-friendly website that answers your target market’s questions quickly, but your website visitors won’t necessarily want to come back for more.

Capturing attention and creating memorable brand experiences is an important challenge. Therefore, you need to think carefully about how to use ChatGPT in your content writing process. 

It could be used in the research phase of a blog article to help you get a quick understanding of a topic or relevant keywords to target. However, you should probably leverage human creativity and emotions if you want to devise a unique brand positioning statement.

is ChatGPT the Best Source of Knowledge for Your Focus Area?

ChatGPT can currently only serve from the past bank of information stored on the internet up until 2021. Given that the language model is built off a dataset, it can also provide incorrect, biased, or misleading answers. That’s why ChatGPT is currently being offered for free – to help it learn faster. 

At this stage, ChatGPT can’t replace human intelligence entirely and it’s not 100% accurate. So, don’t take the information presented at face value and ensure that an expert attentively reviews your content.

Your business probably also holds unique knowledge that hasn’t been shared online. The goal of your content marketing efforts is to give your customers just a taste of what you know, then encourage them to buy or sign up to access it. 

When you register for ChatGPT, you will be made aware that conversations may be reviewed by its AI trainers to improve its systems. As such, it advises not to share any sensitive information in your conversations. So, if you don’t want your ‘seven secret herbs and spices’ to be processed online by ChatGPT, then be wary of sharing it with the chatbot. In some instances, it will still be best to talk to a trusted human to protect your interests. 

A human can interpret your internal knowledge and figure out a way to share it with the world in bite-sized chunks. They can help you create curiosity about your offering without giving your game away in the process.

Do you want to provide information or showcase your expertise?

Although AI content is informative and mostly well-written, it lacks sufficient depth and perspective of the human experience to make it high-quality and unique. As Google’s algorithm processes articles, websites, and books that have already been made available to people online, they can can also detect AI-generated content.

Google’s recent Helpful Content Update also prioritises people-first content which makes it difficult for AI-generated content to be competitive in the search results. Long story short, people and online algorithms don’t want to interact with brands that repeat that what they’ve already heard. They want to do business with brands that make a valuable contribution to the world and sharing your experiences of actually living in it will help your content perform.


Content marketing should create desire

ChatGPT can’t ‘solve’ human behaviour. Emotions and desires are complex. They don’t always follow logic or rules. It still takes the human touch to understand and influence them. When a customer interacts with our brand, we want them to envision how we can improve their lives. However, it’s unlikely that a customer will purchase on the first touch. 

Our content needs to leave something with them. We have to help potential customers see our brand within their own life story and plant a seed of desire. That’s how we encourage them to choose us when they are ready to buy or sign up.

Customers take a risk on our brand every time they decide to make a purchase. Maybe one day a machine will be able to put the ‘je ne sais quoi’ into a string of words that makes them stick. However, in many instances today, we still need a human touch to capture hearts and minds.]

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